Skip to main content

Reducing Frustration While Paying for Public Transportation

Case Study

CapMetro

Mobile phone and CapMetro card.
Researcher working with a blind test subject on a bus.
CapMetro logo on a bus.

The Problem

CapMetro wanted to improve transportation in Central Texas but had issues with its existing mobile app and platforms. These systems weren't user-friendly, accessible, or easy to navigate, making them difficult to use for people with disabilities and non-English speakers. This negatively affected customer experience, undermining CapMetro's mission.

To address these challenges, Bytemark, the app developer for CapMetro, consulted us for expertise in user experience and digital accessibility.

Three researchers at a bus stop conducting interviews with two subjects

The Anthro-Tech team conducting field research for CapMetro. 

View larger

The Solution

Together with Bytemark, we enhanced the customer web portal and mobile app by identifying and addressing key issues. This included three rounds of usability testing to confirm user groups, find navigation problems, improve metro card management, and refine language.

Between each round of testing, we conducted automated and manual accessibility reviews based on Web Content Accessibility Guidelines (WCAG) 2.1 AA standards. This helped us to address issues that prevent people with disabilities from easily using the app and portal.

To study the whole experience, we conducted a pre-launch usability study at an Austin, Texas bus station. Participants included customers with disabilities and Spanish-speaking users.  

Our researchers observed how environmental challenges, such as heat, noise, and distractions, directly impacted customers’ experience with the app.

Based on the study's results, we analyzed how well the app helps transit customers and recommended improvements.

Two researchers conducting an interview in front of a bus with two subjects

Our analysis identified improvements to be make before launch.

View larger

The Impact

CapMetro now has a well-tested design that works for its diverse customers, including non-native English speakers and people with disabilities. This research led to evidence-based recommendations that increase usability and customer satisfaction across their platforms.

The 3 rounds of testing increased customer task completion by 10%. More customers can now easily buy, load, and manage their CapMetro rider cards, and efficiently navigate the portal and mobile app.

Awards and Accolades

  • Anthem Awards: Responsible Technology - Product, Innovation, or Service