concept, interaction design, visual design


Marlon Phillips, Stephen Liu


Jackson Area Transportation Authority (JATA) provides bus service on eight routes throughout the city of Jackson. Routes and schedules are printed and distributed on the buses, but there has been little effort to share this information through newer media channels. As a result, people don't have the basic information they need to ride the bus. This is an obvious first step towards JATA's goal of engaging riders and potential riders. The challenge - "JATA needs to identify more ways for potential and current riders of the bus to answer the simple question, "When will the bus come and where will it take me?"


Signage representing route and bus timings, responsive web prototypes and document indicating methods to use social media as a means of communication to expand outreach

Contextual Inquiry

To better understand the problem from the rider’s perspective, we took to the buses, interviewing riders to gauge their opinions. This process resulted in the following findings while also giving us insights into the JATA transit network.

Problem assessment & Specification of Deliverables

Though we had a holistic understanding of the problem we decided to break it down in order to effectively determine the deliverables we could work towards through the course of the semester. The problem areas can be summarized by the illustration below




To better and further explain the proposed interactions on the responsive website (and to serve as future reference for developers working on the website) we developed both Axure and HTML prototypes. A cross-section of the HTML prototype (the web version) is represented below.

Route Maps - Sketches

Our brainstorming sessions led us to believe that in order to bring change solutions need not be technical/digital oriented. One of our major findings was that people often found it hard to determine how they could get to a location using a JATA bus. Timings of buses and locations of stops were often unknown. Route Maps helped solve this issue.

Route Maps - Visuals

The following are visual samples of the route maps we generated. Presented are two mildly different iterations of the same. During the course of user testing the first set we realized that people dont use numbers to identify buses which is why we did away with that. In addition, we included information like current location which would make it easier for people to interpret information and changed the size of the map to accommodate the requests of our client.

Iteration 1 (click on image below to begin slideshow )

Iteration 2 (click on image below to begin slideshow )