1.
SF
Mass
Communica.on
Challenge
TrackSF
TrackSF

2.
Overview:
challenge
The
City
of
SF
and
the
SFMTA
are
looking
for
solu9ons
to
-­‐
encourage
mass
transit
-­‐
communicate
in
real-­‐9me
on
public
op9ons
-­‐
increase
the
sa9sfac9on
of
users
-­‐
implement
a
solu9on
quickly
TrackSF

3.
Overview:
proposed
solu.on
To
provide
a
surface-­‐level
public
communica9on
system
to
help
regular
riders
to
make
informed
decisions,
feel
confident
and
in
control:
TrackSF
TrackSF

4.
TrackSF

5.
Overview
TrackSF
is
a
real-­‐9me
display
of
cross-­‐system
transporta9on
informa9on
allowing
regular
transit
users
to
feel
more
confident
and
in
control
of
their
decisions.
The
display
also
communicates
alerts
in
a
very
visible
manner
so
that
viewers
can
get
this
"at-­‐a-­‐
glance"
view
even
from
a
distance.
The
display
is
enriched
by
real-­‐9me,
geo-­‐targeted
adver9sing
to
provide
convenience
to
the
users
and
a
channel
for
local
businesses.
TrackSF

6.
1-­‐
Context:
a
day
in
the
life
of
A
Day
In
The
Life
Of
our
persona
Michele
illustrates
how
the
experience
of
a
regular
commuter
can
be
enhanced
with
real-­‐9me
access
to
transit
info
in
order
to
adjust
travel
decisions
and
improve
overall
experience
TrackSF

7.
(Part
1:
context)
Michele
lives
near
16th
and
Mission
and
works
downtown.
This
morning,
she
needs
to
stop
by
the
bank
to
get
cash
and
if
she
can,
she’d
rather
buy
her
lunch
before
going
to
work.
TrackSF

8.
(Part
2:
challenge)
Michele
can
either
take
the
14,
the
14L
or
BART
to
get
downtown.
Michele
knows
that
the
14
is
slow,
but
if
BART
breaks
down
she
may
get
stuck
underground.
Currently
there
is
no
real-­‐9me
data
available
on
the
surface
to
help
Michele
make
her
transit
decision.
TrackSF

9.
(Part
3:
solu9on)
Before
going
down
to
the
sta9on,
Michele
sees
that
the
next
BART
isn’t
for
15
min,
so
she
decides
she
has
enough
9me
to
run
her
errands.
TrackSF

10.
(Part
4:
success)
AUer
running
her
errands,
she
no9ces
right
away
that
there’s
been
a
delay
on
BART.
She
also
sees
that
the
next
14
bus
downtown
is
coming
in
2
min,
so
she
decides
to
hop
on
the
bus
instead
of
taking
her
usual
BART
commute.
TrackSF

11.
TrackSF
2-­‐
Interface
This
mockup
is
based
on
the
aspect
ra:o
of
the
wired
and
connected
bus
shelter
displays
currently
in
use
in
SF

12.
TrackSF
2-­‐
Interface
Real-­‐9me
updates
brings
this
map
to
life
Provides
visual
cues
in
addi9on
to
wriVen
content
Provides
entertainment
while
wai9ng
All
informa9on
displayed
is
geo
and
9me
relevant
Content

13.
TrackSF
2-­‐
Interface
Primary
real-­‐estate
is
dedicated
to
urgent
no9ces
at
the
top
to
alert
users
right
away
and
from
a
distance
A
large
local
map
is
the
primary
element
and
uses
half
of
the
display’s
real-­‐estate
Systems
and
modes
are
color-­‐
coded,
with
user-­‐friendly
key
underneath
for
reference
Interac9ve
display
of
commercial
messages
Visual
hierarchy

14.
3-­‐
Realize
Real-­‐.me
data
viz
TrackSF
integrates
all
available
data
(departures,
traffic,
dura9on)
from
all
systems,
including
delays,
outages
and
alerts
to
provide
ac9onable
informa9on.
Recommenda.on
algorithm:
At
specific
spots
where
the
most
common
des9na9on
can
be
inferred,
9me
to
that
des9na9on
can
be
calculated
and
provided
to
viewers.
(such
as
9me
to
Embarcadero
from
Church
&
Market)
TrackSF

15.
3-­‐
Realize
Distribu.on/maintenance
• Ini9ally
TrackSF
can
be
displayed
on
the
exis9ng
ClearChannel
72’’
LCD
displays
at
bus
shelters
• Addi9onal
screens
could
be
put
up
(such
as
the
recent
partnership
with
Cisco)
• The
screens
can
also
be
placed
at
major
shopping/
transit
intersec9ons
such
as
at
the
Wes_ield
TrackSF

16.
3-­‐
Realize
Pilot
The
realiza9on
of
a
pilot
program
with
a
func9oning
prototype
could
inform
the
SFMTA
on
the
feasibility
and
poten9al
returns
of
a
larger
roll-­‐out.
TrackSF

17.
4-­‐
Value
Public
yet
personal:
Provides
personally
ac9onable,
aggregated
and
immediate
informa9on
to
all
on
public
displays
Designed
for
the
regular
user:
Regular
users
will
immediately
benefit
from
the
intui9ve
display
that
they
will
be
able
to
use
without
investment
or
learning
curve
TrackSF

18.
4-­‐
Value
Encouraging
the
use
of
mass
transit:
TrackSF
increases
the
user’s
u9lity
by
reducing
dissa9sfac9on
and
increasing
posi9ve
sen9ment.
Also,
furthering
engagement
and
directly
adding
value
to
the
users
will
encourage
word-­‐
of-­‐mouth
and
advocacy.
TrackSF

19.
4-­‐
Value
Business
model:
Revenue
from
geo-­‐targe9ng
real-­‐9me
adver9sing
Increased
sa9sfac9on
of
transit
users
can
lead
to
addi9onal
ridership
TrackSF

20.
5-­‐
Summary
• TrackSF
addressed
the
needs
of
the
City
and
of
the
SFMTA
as
it
provides
an
ac9onable
solu9on
that
will
increase
the
sa9sfac9on
of
riders
• TrackSF
fills
a
clear
unmet
need
while
nicely
leveraging
exis9ng
displays
• Improves
percep9on
of
higher
service
by
focusing
on
the
user
• There
are
numerous
ways
that
this
solu.on
can
be
expanded
to
serve
addi9onal
purposes:
-­‐ It
can
serve
other
City
communica9on
purposes
(events,
alerts,
new
display
of
public
art,
parades)
to
increase
the
sense
of
community
and
neighborhood
-­‐ It
can
be
turned
into
a
versa9le
emergency
visual
broadcas9ng
system
As
the
winning
team
of
the
challenge,
we
are
thrilled
about
the
opportunity
to
present
the
solu.on
to
the
SFMTA
and
discuss
how
to
make
TrackSF
a
reality
for
transit
users
TrackSF
TrackSF

21.
Thank
you!
Team
C
Sean
Bolton
seanbolton.me@gmail.com
David
Kelley
dmkelley721@gmail.com
Raphaelle
Loren
raphaelle.loren@fabernovel.com
Kathleen
Moynahan
mary13@gmail.com
Kelly
Spain
kellyspain@gmail.com
Neil
Straghalis
nstraghalis@gmail.com
TrackSF