Miami Dade Transit

Full Case Study



Within our discover phase we get the "lay of the land". Who is doing what we're trying to. Which are doing it well and which are not and within that can we find opportunities.


The define phase is again research heavy. Although this time around we are finding who we are building for. The better we know our users the more accurately and precisely we can solve their problem and offer a solution.


Now, we have some fun. We open the doors to let our creative side run. While reminding ourselves of our research and basing our designs around what our users told us they need.


The final phase. Here we compile our research in to design and our design into deliverable. It's time to dive head first and create a amazing digital product that our audience can use.



In this phases we did Competitive Audit, Best In Class and Social Listening

We found that..

  • Transit riders are walking to the train station to purchase from the machine, before walking to the bus stop.
  • Most participants didn't know you could purchase/refill EASY cards online
  • Users that did refill online eventually refilled at convenience stores instead because it was too complicated.
  • There is exceptional waste in the current process of shipping physical cards instead of using electronic tickets.

Competitive Audit

Within our competitive audit we searched all around the web to find inspirational interfaces. These companies are ones we found to have devised innovative solutions to pain points are users are also experiencing.

We decided our "best in class" was Tri-met Transit and Brightline

Companies We Admire

  • Massachusetts Transit Authority
  • Tri-Met
  • Public Tranist Holland
  • Brightline
  • Boston USA
  • Opal
  • Ventra Chicago
  • Chicago Transit Authority
  • Calgary Transit
  • Washington Metro
  • MIA Airport

  • Out of category

  • Sprinx Digital
  • Evernote


From our 1:1 interviews and social listening

"The website is challenging"

"Online is too hard!"

"I have to enter my info. Everytime!"

"You can pay on the website?"

Some Data

This info graphic shows that through our research we continued to validate our idea that the current transit store is not facilitating easy purchasing of tickets online.

What stood out for us

  • General adoption - 76% use easy card for main form of payment
  • Lack of education - 82% would refill online if they had known the benefits
  • Unknown - 27% didn't know you could pay online
  • Minimal - 5.9% use online reload feature for EASY card


In the define phase, we compile our research to form our problem statement develop personas and improve userflows to ease common user pain points.

This helped us find that...

  • 80% of Miami Dade Transit riders are between 21-40
  • 70% use the transit on a weekly basis
  • 78.9% use EASY card for main form of payment
  • 63.2% are refilling using a physical Metrorail station (even if they're not taking the train)

We took this valuable information and pressed onward!

Problem Statement

A busy adult who feels frustrated about going out of there way to reload their fare card but faces issue of online reloading being too difficult and has to walk to train station early to reload card and make bus on time.

A busy adult who feels frustrated about going out of there way to reload their fare card but faces issue of online reloading being too difficult and has to walk to train station early to reload card and make bus on time.


Here we see robert he’s a 20 year old male photographer , he travels a lot for work and has very little free time. Likes to be eco-friendly, uses his phone to save time anyway he can.

Information Architecture

We are able to develop proposed flows by compiling all the feedback we received and seeing what fat we can trim to ease user pain points

We are always a open set of ears to what the user wants...

Site Map

A externalized high level view of the the current website navigation

  • Vague account management
  • No clear path for permitting
  • Uninformative forms
  • Too many steps to checkout

Proposed Flow

We offer a much simpler and direct path to completion

  • Fewer conflicting links on homepage
  • Clear CTA's
  • Direct Path
  • Easy checkout

Design & Experiment

In our design phase we start at low fidelity sketches moving through to wireframes and mockups getting feedback every step of the way.

Our design aren't just for looks. They solve the users problems.

  • We needed to place clear CTA's on the homepage
  • Users need to feel more oriented at all times
  • Clear distinction between EASY cards, Permitting & Refilling
  • Multiple payment options and digital tickets were important.

Are designs are battles tested and ready for development.


Low-fidelity rough sketches
Grey scale wireframes
Mid-fi mockups
High-fidelity mockups


Mobile card system
Product detail card
Mobile checkout form
Instant digital tickets

So what did we accomplish?

Validated our idea

A imperative first step. We loved our idea and we had to make sure other did too.

Found user pain points

Through extensive research we found what problems users are having so we can better solve them.

Created research backed designs

Beautiful for sure. Functional without a doubt.

Approached with a user centric mindset

We never make a decision without backing it up with feedback from our users.

On Iphone
Kept development in mind

The entire time we wanted to make sure our ideas were viable to be developed and released.

Compressed Images

We took multiple steps of speed optimization to make sure our platform was easily accesssible from any device.

Minified HTML/CSS

Just another way we can improve load times ans increase delight for our users.


Once released we continue to keep a keen eye on what our users are doing, so our revisions are productive and relevant.

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