2017
Agency: Globlant Consulting
Client: MTA and New York State
Role: CREATIVE DIRECTION, VISUAL IDENTITY, QUANT RESEARCH & COACHING
Design team (London): Tim Hurles, Micha Nicheva, Jai Patel, Stefania Parousi
Globant has been handling the complete redesign of the MTA’s online services, including its website and app. From a repository of schedules and map, it’s now offering a one-stop shop for journey planning, live service status and bus and subway travel time.
The team in London has been in charge of the strategy, UX and UI of the app and the website, building on the team's experience from working for Transport for London. The team in NYC was working closely with the client and running the user research.
The visual identity of the new services has been key to create adoption on a very political project that involved the MTA, NYC Mayor's office and New York State. At the same time, it has been key to develop a robust design system for the team to collaborate and move at pace.
Through several iterations, the visual identity has been tested on MTA's users, including New Yorkers, commuters and tourists. Using a quantitive approach, focusing mainly on preference testing and keywords mapping, the data helped us refine our creative direction.