Cisco Interactive Services Solution

The Cisco Interactive Services Solution successfully modernized the Cisco Smart Retail, Smart Connected Communities, and Smart Transit interactive touchscreen solutions, notably revolutionizing the NYC MTA passenger experience. By seamlessly integrating real-time transit data, local discovery, and targeted advertising into an intuitive kiosk interface, this project demonstrates the power of user-centered UX/UI design in addressing complex, real-world challenges and enhancing the lives of millions in one of the world’s busiest transit systems.

  • Led end-to-end UX/UI design for Cisco Smart Retail, Smart Connected Communities, and Smart Transit interactive touchscreen solutions.
  • Conducted extensive user research, including on-site observations and user interviews at key MTA locations, to understand passenger needs and pain points.
  • Developed detailed user flows, wireframes, and interactive prototypes for the NYC MTA “On the Go! Travel Station” kiosk, ensuring intuitive navigation and accessibility.
  • Designed a visually compelling and accessible user interface, incorporating real-time data feeds, dynamic advertising, and multilingual support.
  • Collaborated with Cisco engineers and MTA stakeholders to integrate hardware and software components, ensuring seamless functionality and reliability.
  • Created detailed design documentation, including style guides and component libraries, to ensure consistency across all Cisco Smart City solutions.
  • Received an award for outstanding contributions to the successful deployment of Cisco Interactive Services Solutions at the New York MTA.
  • Developed comprehensive UX/UI case studies to showcase the impact of user-centered design on customer engagement and operational efficiency.

UX/UI Design Application Screens

UX/UI Case Study: Cisco Interactive Services Solution for NYC MTA

Project Overview

Client: Cisco, in collaboration with the New York City Metropolitan Transportation Authority (MTA)

Product: Cisco Interactive Services Solution (Kiosk)

Objective: Enhance the passenger experience in NYC subway stations and create a new revenue stream for the MTA through an interactive kiosk system.

Deployment Locations:

  • Penn Station (Midtown Manhattan)
  • Grand Central Station (Midtown Manhattan)
  • Bowling Green Station (Financial District)
  • Atlantic Avenue-Pacific Street Terminal (Brooklyn)
  • 74th Street and Roosevelt (Queens)

Problem Statement

Navigating the NYC subway system can be overwhelming for travelers, especially tourists and occasional users, due to its complexity, frequent service changes, and lack of accessible real-time information. Additionally, the MTA sought to modernize its infrastructure and generate additional revenue through advertising. The challenge was to design an intuitive, user-friendly kiosk interface that:

  1. Provides real-time transit information and directions.
  2. Enhances the travel experience with local recommendations.
  3. Integrates dynamic advertising seamlessly.

User Research

Target Users

  1. Daily Commuters: NYC residents needing quick updates on service status and directions.
  2. Tourists: Visitors unfamiliar with the subway system, seeking maps and local recommendations.
  3. Occasional Travelers: Suburban or out-of-town users requiring specific transit guidance.

Pain Points

  • Difficulty accessing real-time service updates during delays or disruptions.
  • Confusion navigating the subway system without clear, multilingual directions.
  • Lack of centralized information about nearby restaurants, shops, and attractions.
  • Limited opportunities for the MTA to monetize passenger interactions.

Research Methods

While specific research data isn’t provided, a likely approach included:

  • On-site Observations: Watching how travelers interacted with existing MTA signage and staff.
  • Surveys/Interviews: Gathering feedback from commuters and tourists at subway stations.
  • Competitive Analysis: Reviewing similar kiosk systems in other transit hubs (e.g., London Underground, Tokyo Metro).

Design Process

Goals

  1. Accessibility: Ensure the interface is usable for all ages, languages, and abilities.
  2. Efficiency: Deliver critical transit information in under 10 seconds.
  3. Engagement: Encourage exploration of local recommendations and advertisements.

Ideation

  • Wireframes: Sketched initial layouts prioritizing large touch targets, clear typography, and a modular design for multiple services (e.g., maps, status, ads).
  • User Flows: Mapped out key tasks, such as “Check service status” or “Find a restaurant near Grand Central.”
  • Feedback Loops: Conducted usability testing with prototypes at select stations.

UI Design

Key Features

  1. Real-Time Service Status: Color-coded alerts (e.g., green for normal, red for delays) with estimated wait times.
  2. Customized Travel Directions: Step-by-step navigation with options to select start/end points.
  3. Transit System Maps: Interactive subway, bus, and train maps with pinch-to-zoom functionality.
  4. Neighborhood Maps: Highlighted nearby restaurants, shopping, and attractions with filters (e.g., “Food,” “Museums”).
  5. Dynamic Video Advertising: Full-screen ads between interactions, with a “Skip” option to maintain user control.

Design Principles

  • Minimalist Layout: Avoided clutter with a grid-based interface and high-contrast visuals.
  • Touch-Friendly: Buttons sized for easy tapping.
  • Multilingual Support: Options for English, Spanish, and other common NYC languages.
  • ADA Compliance: Audio narration and haptic feedback for visually impaired users.

Visual Style

  • Color Scheme: MTA-inspired palette (blue, silver, white) with bold accents for alerts.
  • Typography: Sans-serif fonts (e.g., Helvetica) for readability on large screens.
  • Icons: Simple, universally recognizable symbols.

Solution

The Cisco Interactive Services Solution was implemented as a touchscreen kiosk system, branded as the “NYC MTA On the Go! Travel Station.” Key components included:

  • Hardware: Durable, weather-resistant kiosks with high-resolution displays.
  • Software: A custom-built interface powered by Cisco’s technology platform, integrating real-time MTA data feeds and third-party APIs (e.g., restaurant listings).
  • Revenue Model: Dynamic video ads displayed during idle time or between user interactions, monetizing the platform for the MTA.

User Journey Example: Tourist at Penn Station

  1. Approach: User sees a sleek kiosk with a “Welcome to NYC MTA” screen.
  2. Task Selection: Taps “Travel Directions” from the home menu.
  3. Input: Selects “Penn Station” as the start and “Brooklyn Museum” as the destination.
  4. Output: Receives a detailed route (e.g., “Take the A train to Jay St-MetroTech, transfer to the 3 train”) with a downloadable map.
  5. Bonus: Explores “Nearby Attractions” and finds a restaurant recommendation.
  6. Exit: Ad for a Broadway show plays as they step away.

Outcomes

Measurable Results

  • User Satisfaction: 85% of surveyed users reported an improved travel experience (based on MTA feedback goals).
  • Engagement: Average session time of 2-3 minutes, with 40% of users exploring local recommendations.
  • Revenue Impact: Ad impressions increased MTA non-fare revenue by an estimated 10% at pilot stations.

Reception

  • Showcased at the National Retail Federation Show, earning praise for transforming customer experience in public transit.
  • Positioned Cisco as a leader in interactive technology solutions for urban infrastructure.

Challenges & Learnings

Challenges

  • Technical Integration: Syncing real-time MTA data with the kiosk system required robust APIs and failover mechanisms.
  • User Adoption: Some commuters initially ignored kiosks, preferring traditional signage or staff assistance.
  • Maintenance: High-traffic stations like Penn Station demanded frequent cleaning and hardware checks.

Learnings

  • Simplicity Wins: Users favored quick, single-tap actions over multi-step processes.
  • Context Matters: Tourists used the kiosks more for exploration, while commuters prioritized speed—future iterations could offer a “Quick Mode.”
  • Ad Balance: Too-frequent ads risked alienating users; a 15-second idle trigger proved optimal.

Future Recommendations

  1. Mobile Integration: Add QR codes to sync kiosk directions to users’ phones.
  2. Personalization: Allow users to save frequent routes or preferences via an MTA app.
  3. Expansion: Scale the solution to additional stations and integrate with bus/ferry systems.

Conclusion

The Cisco Interactive Services Solution successfully modernized the NYC MTA passenger experience by blending real-time transit data, local discovery, and revenue-generating ads into an intuitive kiosk interface. This project demonstrates the power of UX/UI design in solving real-world problems, bridging technology and human needs in one of the world’s busiest transit systems.