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access icon free Evaluation framework for mobile ticketing applications in public transit: a case study

  • Author(s): Bekir Bartin 1 ; Kaan Ozbay 2 ; Hong Yang 3
    • View affiliations
  • Source: Volume 12, Issue 9, November 2018, p. 1166 – 1173
    DOI:  10.1049/iet-its.2018.5248 , Print ISSN 1751-956X, Online ISSN 1751-9578
© The Institution of Engineering and Technology
Received 29/01/2018, Accepted 19/06/2018, Revised 15/05/2018, Published 26/07/2018

Both in the US and abroad, various transit agencies have started to implement mobile ticketing applications, which save commuters time during ticket purchase and allows them to avoid surcharges typically incurred when purchasing tickets on-board. Mobile ticketing applications also have a high potential to help transit agencies reduce costs, give them a better understanding of commuter behaviour, and allow them to make their services more efficient. However, it is not a straightforward task to predict the customers’ reaction and gain their trust and to increase the adoption rate of this relatively new technology. A comprehensive evaluation plan is required to detect and fix critical usability problems during both the application development and system wide implementation phases. To address this need, a four-stage evaluation framework is proposed in this study for mobile ticketing technologies in public transit to improve their usability and enhance their adoptability by the potential users. The proposed evaluation framework was employed when New Jersey transit's mobile ticketing application, MyTix, introduced in 2013, was being developed.

Inspec keywords: behavioural sciences computing; mobile computing; consumer behaviour; traffic engineering computing

Other keywords: commuter behaviour understanding; mobile ticketing technologies; system wide implementation phase; adoption rate; public transit; four-stage evaluation framework; comprehensive evaluation plan; ticket purchase; transit agencies; New Jersey transit mobile ticketing application; critical usability problems; application development phase; cost reduction; US; MyTix; customers reaction prediction

Subjects: Mobile, ubiquitous and pervasive computing; Marketing computing; Traffic engineering computing; Social and behavioural sciences computing

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