SEPTA Website Redesign

The SEPTA website redesign project focused on improving the user experience for public transit users in Philadelphia. The existing website had navigation issues, outdated design, and accessibility gaps. The project aimed to create a modern, intuitive, and accessible experience.

SEPTA Website Screenshot
Context

As part of Information Architecture class, we chose SEPTA to conduct Information Architecture analysis and improve the site.

Tools Used

Figma, Optimal Workshop, Miro

My Responsibilities
  • Conducted heuristic evaluation and usability testing on the existing website
  • Created personas, competitive analysis, and accessibility audit
  • Developed new sitemap, wireframes, and conducted tree testing
  • Designed high-fidelity prototypes focused on user journey improvements
Data Collection and Analysis
  • User Interviews: Interviewed 8 frequent SEPTA riders (ages 20–55) to understand daily frustrations and needs. Key insights included difficulty finding real-time information, confusing navigation labels, and lack of mobile responsiveness.
  • Surveys: Sent surveys to 40+ users. 68% rated the existing site as “confusing” or “frustrating.”
  • First-Click Testing: Only 43% of users found ticket pricing on their first attempt. Navigation issues led to multiple page bounces.
  • Tree Testing: Improved task success rates by 30% by restructuring the navigation hierarchy (e.g., grouping “Tickets,” “Schedules,” and “Fares” under one clear parent category).
  • Accessibility Audit: Identified 17 WCAG 2.1 violations, including missing alt text, low contrast ratios, and keyboard navigation failures.
Tree Test Report GraphTree Test Report
Tree Test Participants TableParticipant Results Table
Ideation
Creating personas

Persona 1

Sebastian is a 32-year-old Financial Analyst who relies heavily on SEPTA services during his daily commute to work. He primarily accesses SEPTA information via his smartphone while traveling to and from the train station. His motivation is rooted in achieving a seamless, stress-free commute with timely updates on travel conditions.

Persona: Sebastian Hill

Persona 2

Alex is a 19-year-old Civil Engineering student who uses SEPTA daily to commute between his home and college. As a student balancing coursework and internships, Alex is constantly seeking reliable, cost-effective, and sustainable transportation options. He primarily accesses SEPTA services through his smartphone and leverages social media and LinkedIn for professional networking.

Persona: Alex Stroll
Prototype
SEPTA Prototype HomeSEPTA Prototype Map
SEPTA Prototype Recent Trips
View Full High Fidelity Prototype
Usability Testing Insights

Our final usability tests showed a 38% increase in successful task completion compared to the original website.

  • 92% of test users reported the new homepage felt "easier to navigate."
  • Users particularly praised real-time updates, faster access to route information, and the emergency features.
  • Accessibility scores improved significantly, meeting WCAG 2.1 AA standards.

Let's Connect

Feel free to reach out for collaborations or just to catch up.

aashishreddy1818@gmail.com
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