Work: Personal project Responsibilities: UX Visuals: me :-)
Clarification:
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The research was conducted in 2021.
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The proposed solution addresses payments using the Rav-Kav card in public transportation under the pay-as-you-go method.
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In August 2022, the second phase of the public transportation fare reform was implemented by the Ministry of Transportation, "Equal Path Reform," introduced uniform fares nationwide.
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As of 2024, Rav-Kav machines on buses operated by Egged, Dan, and Metropoline physically look the same.
The Challenge
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Ensuring accurate payment for rides, without overcharging.
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Creating a simple and user-friendly payment process, especially for the elderly population.
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Making basic information, such as trip costs and card balance, accessible without the need for a smartphone.
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Standardizing the card scanning location across different payment machines.
The Plan
Research
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Observing passengers during Rav-Kav card validation process
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Identifying difficulties or confusion in using the validation machines.
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Conducting a social media survey
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Metropolitan Area Mapping
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Bus Line Area Analysis
Persona
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Define key persona.
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Identify unique pain points and needs for the persona.
UX Design
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Design a new interface for the payment machines with a focus on simplicity and clarity.
Background
A personal story
"For years, I used my Rav-Kav card with a monthly subscription. When I switched to a pay-as-you-go plan, I noticed I was being overcharged for rides. Customer service explained that the default setting on self-payment machines is the highest fare, to prevent underpayment. While logical, it left passengers like me overpaying and unsure of the correct fare—especially since bus drivers no longer handle ticket fees.
This sparked my research into public transportation payments in central Israel, focusing on how senior citizens navigate these challenges."
Old Flow
UX KPIs & Goals
Accessibility
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Ensure instructions are available in multiple languages and easily legible.
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Simplify terminology to ensure it is clear and understandable for all users, regardless of age or technical knowledge.
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Use legible typography, including larger font sizes and high-contrast text, to improve readability for users with visual impairments.
Balance Visibility
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Enable passengers to easily check their card balance both during and after the validation process.
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Display the remaining balance clearly on the screen after each transaction.
Payment Accuracy
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Ensure passengers are charged the correct fare for their journey, eliminating overcharges or undercharges.
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Provide clear feedback on the fare amount before and after payment validation.
Language
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Provide multilingual support with clear instructions available in additional languages.
Persona
Defining persona based on user observation.
Sarah Levi, senior citizen
Name: Sarah Levi
Born: March 15, 1950, Tel Aviv, Israel
Age: 75
Spouse: David Levi (deceased)
Children: Three adult children, all living abroad
Education: High school diploma
Job: Retired nurse
Living Situation: Lives alone in a modest apartment in central Tel Aviv
BIO
Sarah Levi, 75, is a widow and retired nurse who has spent her life in Tel Aviv. She is independent and uses public transportation daily to attend social activities, doctor appointments, and shopping errands. Although she owns a basic mobile phone, she is not tech-savvy and prefers in-person interactions over digital solutions. Sarah values her independence and is proud of her ability to manage her daily tasks despite her limited technological skills.
Wants & Needs
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Clear Information Display: Easily accessible and readable fare details when using public transportation.
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Simple Payment Process: A straightforward way to pay for bus rides without relying on complex systems or apps.
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Accessible Fare Updates: Regular and clear communication about fare changes or discounts she might be eligible for.
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Real-Time Support: Immediate assistance in case of confusion or issues during travel.
Frustrations
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“I don’t know how much my trip will cost until after I’ve been charged.”
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“It’s hard to figure out the balance left on my Rav-Kav card.”
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“I have to rely on strangers or drivers to explain how to use the payment machines.”
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“I wish the instructions on the machines were clearer and in larger text.”
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“Why is it so hard to find the right place to tap the card?”
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“I want to travel stress-free without worrying about whether I’ve paid the right amount.”
Key Points from the Design Review
I analyzed the Rav Kav machine from a professional perspective, identifying passengers pain points:
A senior citizen struggles to validate his Rav-Kav card
Variety of card scanning locations due to lack of clarity
Lack of clarity in text, inconsistent color usage, unclear instructions, and use of unfamiliar terminology for passengers.
Takeaways from social media survey
Surveyed 24 people via social media
25%
of the passengers don't know the right fee
20%
Paid more for their ride
83%
Scan the card without checking the default fee
Never pay for another passenger on the same ride
75%
User Flow
Sarah boards the bus at Ramat HaSharon's Rishonim Junction and validates her Rav-Kav card on the machine’s scanner. The screen displays the fare deducted and her remaining balance.
Wanting to check the full details of her card, she presses the "Card Information" button and scans her card again. The machine displays her remaining balance and any available travel credits.
My suggestion
Outcome
The redesigned UX was tested with three senior citizens to evaluate its clarity, ease of use, and accessibility. The participants were asked to complete key tasks, such as validating their Rav-Kav card, checking their remaining balance, and navigating the payment interface.
"Wow! Now I can finally check my card balance easily."
"It’s great that I know exactly how much was deducted and what’s left on my card."
It still doesn’t mean much :) It only indicates that the flow is effortless. This MVP was tested on a very small group of people. In the real world, there are many more factors to consider and test.