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MBTA Customer Support Portal - User Interface & Design - Reccomendations & Suggestions
 

MBTA Customer Support Portal - User Interface & Design - Reccomendations & Suggestions

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Using Web 2.0 & Social Media Technology to streamline Customer Service for profit and good....

Using Web 2.0 & Social Media Technology to streamline Customer Service for profit and good.
Mass Bay Transit Authority (MBTA) of Boston

An Evaluation of the Webby Award winning portal and their User Interface & design.

By Shaun M. Gould

A Presentation by Shaun Gould for:
MBTA (Metropolitan Boston’s PublicTranssit Authorty (AKA "The T " ) CustomerSupport Portal.

Reccomendations, User Surveys, Interviews, and discussion with designa nd implementation team.

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    MBTA Customer Support Portal - User Interface & Design - Reccomendations & Suggestions MBTA Customer Support Portal - User Interface & Design - Reccomendations & Suggestions Presentation Transcript

    • MBTA Customer Support Presentation by Shaun Gould Project description Assign task to team members Weekly project status Four input screens Four output screens Develop a case diagram Develop a to eight golden rules of interface design A Presentation on: User Interface & Design by Shaun M. Gould
    • MBTA Customer Support Presentation by Shaun Gould
      • FOUR INPUT SCREENS
      • FOUR OUTPUT SCREENS
      • DESIGN OF DISPLAYS AND DATA ENTRY DESIGN CONFORM
      • DEVELOP A CASE DIAGRAM
      • DEVELOPED PERSONAS FOR THE USERS OF THE SYSTEM
      • ADAPTIVE DATA ENTRY
      • NOVICE
      • EXPERT
      • DEVELOP A DATA DICTIONARY
      • EXPLAIN HOW DESIGN OF DISPLAYS AND DATA ENTRY DESIGN CONFORM TO EIGHT GOLDEN RULES OF INTERFACE DESIGN
      • DESCRIBE HOW THE DESIGN WILL CONFORM TO THE AMERICAN DISABILITIES ACT
      • ADAPTIVE DATA ENTRY
      • NOVICE & EXPERT
      • THE AMERICAN DISABILITIES ACT
      • DEVELOP A DATA DICTIONARY
      MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • TEAM 4: BELITSKY, GOULD, OLI
      • a.       Terminology used in prompts, menus, and help screens should correspond to each other.
      • b.     Color, layout, font, and capitalization application should be uniform throughout the interface, predicating predictable adherence to a chosen form.
      • c.     Brevity and conciseness must be present even in exceptional conditions such as confirmation of an irrevocable action (ex: delete).   Such conditions would call for a deviation from the usual interface scheme in order to attract the user’s attention.
      MBTA Customer Support Presentation by Shaun Gould
      • As you review the following screen shots observe how the designers maintained integrity of design. The terminology used corresponds from the opening screen to the comment submission form. The layout of the page is consistent from screen to screen; it is obvious that one is on the same page even while visiting the sub links. Only in designating the required fields did the designers deviate from this principle. More details in slide 8.
      MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • While the error message in slide7 is brief, the user must look for the area to be checked; highlighting the area in need of correction would enhance the user’s experience, and minimize the need to re-read the form. This would stimulate a more successful user experience. Ironically enough, the checking of the terms & conditions box is mandatory, yet this mandate is not explicitly communicated until the error is made by user! Despite this fact, other information is highlighted with red, and designated as mandatory field. This is incongruent with subsection C of the principle PREVENTING USER ERRORS, and with subsection A of STRIVE FOR CONSISTENCY .
      • Implement design contingencies that will prevent the users from making errors.
      • a.)   Prevent access to fields that are inappropriate/irrelevant.
      • b.)  Do not allow entry of characters that are restricted from that field.
      • c.)   In case of detected error, offer directions for a simple solution. Point out the erroneous part and fix it. Avoid forcing the user to redo as much as possible.
      • d.)  The system should remain unchanged by user errors!
      MBTA Customer Support Presentation by Shaun Gould
      • Design systems with an array of users in mind.
      • The spectrum of requirements depends on:
      • a.) proficiency levels
      • b.) ages
      • c.) disabilities
      • d.) technological diversity
      • Perceived system quality can be enriched by enhancing the system with explanation for novices users, shortcuts for experts.
      MBTA Customer Support Presentation by Shaun Gould
      • Designers did not go out of the way to integrate features catering to experts and novices. However the functionality of the comment/complaint form is very simple, and designers did not err by keeping the interface as simple as its function. In a way, the design is perfect; as it is to the point and does not deter novice users by new unfamiliar features.
      • What about the handicapped???? See Shaun’s Presentation…
      MBTA Customer Support Presentation by Shaun Gould
    • Users will be satisfied by a confirmation of their intentions. The confirmation should be directly proportional to the frequency and significance of the action; frequent actions should be confirmed with a modest response from the system, while an infrequent and significant action should generate more substantial confirmation…
      • User action should be organized to present a definitive beginning, middle, and end. An omen of completion will give the users much needed solace. A coherent preparation for the next stage will also make the users comfortable.
      MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
      • We appreciate your business and value your feedback.  A customer service issue was logged on 2009-05-26 at 10:58:29  A tracking number of 01664073 has been assigned to this call.  Please reference this number on any additional communications you may have regarding this issue. The information you provided has been forwarded to the appropriate  group.  If additional actions are required, a member from that department will follow up on your issue. Should you have additional questions or concerns regarding this issue, please contact the Customer Support Services at 617-222-3200 or 800-392-6100, Monday through Friday, 6:30 AM to 8:00 PM and Sat/Sun from 7:30 AM to 6:00 PM.
      MBTA Customer Support Presentation by Shaun Gould
      • To encourage exploration of unfamiliar options, and to reduce user anxiety allow easy reversal of actions. Apply this concept to a single action such as a data entry task, or a complete group of actions such as an entry of a:
      • name or address block.
      MBTA Customer Support Presentation by Shaun Gould
      • Cater to the desire for control of experienced users! That desire materializes as a need to experience:
      • a.)   Being in charge of the interface and having the interface respond to the user’s actions.
      • b.)  Uniformity of system behavior.
      • c.)  Minimize data entry sequences.
      • d.)  Make necessary information available.
      • e.)   Enable the user to produce a desired result.
      MBTA Customer Support Presentation by Shaun Gould
      • Design with limits of short-term memory in mind. Avoid interfaces that require transferring of information clusters by the user from one screen to the next. Examples:
      • a.)   While using a cell phone, the user must enter the # only once!
      • b.)  Web locations should remain visible.
      • c.)  Multi-page displays should be consolidated
      • d.)  Enough training time should be distributed for complicated sequences of actions.
      MBTA Customer Support Presentation by Shaun Gould
    • User Personas and Scenarios in relation with human culture Emeka Oli
      • A user persona is a representation of the goals and behavior of a real group of users. In most cases, personas are synthesized from data collected from interviews with users.
      • Personas are fictitious characters created to represent the different user types within a targeted demographic that might use a site or product
      MBTA Customer Support Presentation by Shaun Gould
      • Proposed solutions can be guided by how well they meet the needs of individual user personas.
      • Features can be prioritized based on how well they address the needs of users.
      • Provide a human "face" so as to focus empathy on the persons represented by the demographics.
      MBTA Customer Support Presentation by Shaun Gould
      • Tourists from out of town using the MBTA system to explore the city
      • Daily commuters on the Transportation Systems
      • MBTA employees
      MBTA Customer Support Presentation by Shaun Gould
      • The use of ethnographic research helps the creation of a number of archetype users that can be used to develop products that deliver positive user experiences.
      • By feeding in real data, human culture research allows design teams to avoid generating stereotypical users that may bear no relation to the actual user’s reality.
      MBTA Customer Support Presentation by Shaun Gould
      • A user persona is a representation of the goals and behavior of a real group of users. In most cases, personas are synthesized from data collected from interviews with users.
      • Personas are fictitious characters created to represent the different user types within a targeted demographic that might use a site or product
      MBTA Customer Support Presentation by Shaun Gould
      • Proposed solutions can be guided by how well they meet the needs of individual MBTA riders.
      • Features on customer websites can be prioritized based on how well they address the needs of users.
      • Provide a human "face" so as to focus empathy on the persons represented by the demographics.
      MBTA Customer Support Presentation by Shaun Gould
      • Tourists from out of town using the MBTA system to explore the city e.g. A tourist visits Boston and gets offended by a fellow rider rubbing their body on him. The tourist might file a sex offence complaint.
      • Daily commuters on the Transportation Systems e.g. A daily commute might file a complaint about a bus not running on time on a daily basis.
      • MBTA employees e.g. An MBTA employee file a complaint that he is not been treated fine while he/she is in uniform.
      MBTA Customer Support Presentation by Shaun Gould
      • You right to on-time service:- If you service is delayed more than thirty minutes, the MBTA guarantees a free ride.
      • Your right to safe service:- Your safety is the MBTA’s top priority. If they're not performing to standards, they advice riders to "Write to the Top." Top level management will respond.
      • Your right to courteous, clean, accessible & dependable service:- The MBTA tries to maintain a neat transportation & provides users the right to complaint if otherwise
      MBTA Customer Support Presentation by Shaun Gould
      • Your right to be notified of significant service delays:- If your bus, subway, or commuter rail train is more than 15 minutes late, updated service information will be made available at the following locations: www.mbta.com, SmarTraveler - 617-374-1234 etc. etc..
      • Your right to be heard:- MBTA promises to make your issues count. Convenient and prominently located bus, train, and station posters will get you the information you need to "Write to the Top." Top level management will response to any concerns.
      MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
      • Signed into law on July 26 1990, the Americans with Disabilities Act is a wide-ranging legislation intended to make American Society more accessible to people with disabilities. It is divided into five titles:
      • Employment (Title I) Business must provide reasonable accommodations to protect the rights of individuals with disabilities in all aspects of employment.
      • Public Services (Title II) Public services, which include state and local government instrumentalities, the National Railroad Passenger Corporation, and other commuter authorities, cannot deny services to people with disabilities participation in programs or activities which are available to people without disabilities. In addition, public transportation systems, such as public transit buses, must be accessible to individuals with disabilities. 3. Public Accommodations (Title III) All new construction and modifications must be accessible to individuals with disabilities. For existing facilities, barriers to services must be removed if readily achievable. Public accommodations include facilities such as restaurants, hotels, grocery stores, retail stores, etc., as well as privately owned transportation systems.
    • MBTA Customer Support Presentation by Shaun Gould
      • Miscellaneous (Title V) Includes a provision prohibiting either (a) coercing or threatening or (b) retaliating against the disabled or those attempting to aid people with disabilities in asserting their rights under the ADA.
      • The ADA's protection applies primarily, but not exclusively, to "disabled" individuals. An individual is "disabled" if he or she meets at least any one of the following tests: 1. He or she has a physical or mental impairment that substantially limits one or more of his/her major life activities; 2. He or she has a record of such an impairment; or 3. He or she is regarded as having such an impairment. Other individuals who are protected in certain circumstances include 1) those, such as parents, who have an association with an individual known to have a disability, and 2) those who are coerced or subjected to retaliation for assisting people with disabilities in asserting their rights under the ADA.
      • Department of Transportation and the ADA
      • The Department of Transportation (DOT), (scroll to DOT info) through the Federal Transit Administration enforces the provisions of ADA Titles II and III for all programs, services, and regulatory activities relating to transportation, including highways, public transportation, traffic management (non-law enforcement), automobile licensing and inspection, and driver licensing. The Architectural and Transportation Barriers Compliance Board issued minimum guidelines for accessibility of new of remodeled transportation facilities and new vehicles.
      MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould DATA DICTIONARY Attribute Table Null? Unique? Pkey? Fkey? Ref table Domain TID Train N Y Y N NA 4 digit integer greater than 1000 Location Train Y N N N NA character string length 10 Accident Train N Y Y N NA 4 digit integer greater than 1000 Complaint Train Y N N N NA character string length 65 Driver Train Y N N Y Comment 4 digit integer greater than 1000
    • MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
      • 1. Strive for consistency
      • 2. Cater to universal usability
      • 3. Offer informative feedback
      • 4. Design dialogs to yield closure
      • 5. Prevent errors
      • 6. Permit easy reversal of actions
      • 7. Support internal locus of control
      • 8. Reduce short term memory load
      MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould
    • MBTA Customer Support Presentation by Shaun Gould