Graduate Design at California College of the Arts (CCA) 
Advanced Topic Studio: 3D + IxD, Fall 2012 Instructors: Katherine Dill and Caleb Rabinowitz Assignment: Present an overview of your product solution. Use renderings, storyboard, mock-ups and/or wireframes to bring your experience to life.

1. austin

6. traffic

7. traffic
“The secret
to happy
living in
Austin is to
never ever,
ever drive
on I-35.”
–Molly Ivins

8. traffic
U.S. CITIES
WITH
WORST TRAFFIC:
1. Los Angeles
2. Washington, DC
3. Austin (tied with SF and NYC)

9. San
austin
Francisco 704 Km2
121 Km2

10. San
austin
Francisco 32 bus routes
80 bus routes

11. transit
Car companies spend tens of billions of
dollars per year creating and maintaining
$4.5
their images, cultivating their customers billion
General Motor’s global
and selling their products. advertising budget (2012)
Public transport advocates need to promote
public transport a competitive and desirable $450
thousand
alternative to the private automobile.
Capital Metro’s Business & Community
Development budget (2013)
Sources: EMBARQ “From Here to There” Repor (EMBARQ catalyzes environmentally and financially sustainable
transport solutions to improve quality of life in cities) and http://www.capmetro.org/budget2013/

12. TRENDS
population explosion
1990: 2000: 2010: 2015:
845,000 1.25M 1.8M 2M

13. TRENDS

14. TRENDS
infrastructure
self-driving cars electric micro cars
innovation
multi-functional business model
visualizations
spaces innovation
social networks
the last mile in-car apps
for cars

15. goal
How can Capital Metro increase ridership?

16. David:
qualitative
research
“ have no idea where
I
the train goes.”
Mary Ann:
“ f you don’t have a car in Texas,
I
people think you’re indigent.”
Jeremy:
“ e take the train downtown
W
a few times a week. It’s a
relaxing and beautiful ride.”

17. qualitative
research b a r r i er s t o ov erc om e
lack of awareness “I don’t know where the trains go.”
lack of curiosity “And I’m not going to figure it out.”
negative perception “Because I won’t like it anyway.”
of public transit
misconceptions of “It can’t be better than driving.”
convenience

18. key
persona
KEY GROUP
downtown adventurers
• own cars
• live in North Austin
• familiar with public transit
• go downtown several times per week
• tech-savy
• hate traffic and lack of parking

19. insights re co m m e nd e d i n t erv en t i on
get downtown adventurers to take friends on a train ride
“I don’t know where the trains go.” “Come with me on Friday.”
“And I’m not going to figure it out.” “I’ll show you how.”
“Because I won’t like it anyway.” “The train is awesome!”
“It can’t be better than driving.” “ riving downtown is such
D
a hassle compared to
the train. You’ll see...”

20. insights fro m p r ob l em - s olv i n g
t o d el i g ht
Passengers today desire a good experience
and are looking for a stress-free travel journey
that is seamless—from home to destination.
Cost is no longer the only driving factor in the
journey. It’s all about creating a more comfortable,
convenient and exciting journey.

21. insights
DESIGN PRINCIPLES
SEAMLESS
SOCIAL
MEMORABLE
KEY PARTNERSHIPS

22. insights
digital
+
environmental
+
transport

23. concept
a concierge transit experience, austin style!

24. experience
Shayna is a
downtown adventurer

25. experience
* private booth
* seating for 6
* guaranteed space
* in-transit entertainment
she downloads the app
and takes the tour

26. This sounds like fun!
system

27. Let’s go out tonight...
mobile app

28. Which 5 friends...?
mobile app

29. “What is this all about?”
mobile app

30. the s ke p ti c s
lack of familiarity “ don’t know where the trains go.
I
with public transit It seems complicated. I’m worried
about getting home....”
negative perception “Public transit is just not for me.”
of public transit
misconception of “It can’t be better than driving.”
convenience

31. “Hey, that was easy.”
mobile app

32. “Wow! This is cool!”
station

33. booth
sound-proof glass

34. booth
smartphone activated
keyless lock
“I am so cool!”

35. booth
perforated
sound-absorbing
ceiling material
“Not bad.”

36. table
wall-mounted speakers

37. table
faux wood printed
glass pane
touch-sensitive film
flat-screen display
Mac Mini “brain”
table base

38. table
https://vimeo.com/53995222

39. mobile app

40. mobile app
“Soooo glad for the reminder!”

41. a concierge transit experience, austin style!