SUMMARY REPORT ON

A QUALITATIVE RESEARCH STUDY OF

THE SMART TRAVELER

LOS ANGELES INTERNET PAGE

FEBRUARY 1996

Prepared by Pacific/West Communications Group, Inc.

for Caltrans

RESEARCH OBJECTIVE

The objective of these focus groups was to get consumer feedback on some rough ideas for how the Smart Traveler site could look Los Angeles. The emphasis was on determining how to make the site "user friendly" both in terms of what type of information is easiest to use and how it should be presented to make it least confusing.

METHODOLOGY

Four focus groups were conducted in Los Angeles on January 22nd and 23rd, 1996. Respondents were recruited to meet the following specifications:

Men and women age 18+

Employed full or part time or a student

Usually drive alone to work/school

Positive disposition to using an alternative mode for commuting

Regular user of computer with icon-based software

Half have used the internet

Two groups consisted of all women, one group with younger (age 18 - 34) and one with older (age 35+) women. The other two groups were with men, one with younger and one with older men. All four groups were moderated by a professional moderator on staff at Pacific/West. Each focus group discussion was approximately 2 hours in length.

To expose consumers to the rough designs, the computer image of each page was projected on the wall. A hard copy of the home page and the four level two options shown to panel members are appended to this report. Respondents were told that the pages were sponsored by Caltrans and are not yet in finished form.

CAVEAT

Please keep in mind that while focus group research is a rich source of qualitative information, it is not designed to be projectable to the larger population. Therefore, no statistical inferences should be drawn from these findings.

SUMMARY

Overall, consumers view transportation information on the internet as a way to have more control over accessing information.

They can get the information faster and easier over the internet, rather than using the telephone and being on hold, where they are not in control of their ability to get what they want, when they want it.

Even consumers who do not have access to the internet and have not used it themselves, are interested in it. They see "WWW' addresses everywhere, which has stimulated their curiosity.

The rough ideas for the Los Angeles internet pages, both the Home page and the second level pages, were generally understood by consumers, without major confusion.

Of the four options for pages that could come up after the Home page, most consumers prefer the options that offer them more ways to access information: the Origin-Destination Interactive Program/Icon page or the Origin-Destination Interactive Program/Icon/Map page.

While these options could be considered more difficult to use because they offer more than one system to use, consumers perceive these choices as more useful, because it gives them more control in choosing how they want to get the information.

The origin-destination interactive program format is a good response to consumer desires, since several of the focus group members had suggested it themselves, even before being exposed to the system.

The maps are also a good response to consumer desires, since some consumers are more oriented to visual information and are expecting to see maps for the individual cities. However, the maps used for our demonstration were somewhat confusing, with just too much information on them. The maps need to be worked on to make them more "user-friendly."

Icons are perceived by consumers to be an easy, appealing way to navigate the internet. If icons could be used in conjunction with the word descriptions on the Origin-Destination Interactive Program/Icon/Map page, it would be perceived by consumers as easier to use.

FINDINGS

Reactions to the Idea of Transportation Information on the Internet

Before viewing any materials, respondents were asked to write down their first impressions of the idea of getting transportation information on the internet.

Overall, respondents reacted positively to the idea. Consumer expectations included getting names of people to rideshare with, getting schedules and costs for different types of transportation, and information that would help them avoid traffic. One or two respondents expected and wanted a system that would let them put in where they are and where they want to go, and then get back the best way to get there. This idea was expressed in terms of both public transportation as well as route recommendations for driving. Consumers expect the system be easy to use and to allow them to get the information they need quickly, instead of being on hold on a phone call to a transit provider.

One or two respondents reported that a transportation information site already exists on the internet, and then described the current Caltrans traffic monitoring system.

General concerns expressed by consumers included doubts about whether it was possible to cover so much information, who would want it, uncertainty about how they could access it without a computer, whether it would be complicated, whether it would be useful and how much it would cost to use the internet to get this information.

Reaction to the Home Page (Map of California)

Group participants were first shown a rough version of the home page and told that this is what they would see when they first log onto the site.

Most consumers found the Home page to be easy to understand and use. They had no problem understanding the concept of clicking on the area that they want transportation information on. Respondents assumed that information was probably not available for smaller towns and cities, since they weren't listed on the map. This was not a problem most people.

Several consumers noted that this would be a good way to get information if they were going to another city since they felt they were more likely to need transportation information for a city they are not familiar with. Many also assumed that they would be able to click on two cities and get information about the best way to drive between the two places.

The regional nature of the map seemed apparent to many of the participants, and they expected that clicking on a city in a colored area produces information covering the entire section.

In general, the Home page was easy to understand and perceived as useful.

Reactions to Four Alternative Options for Level 2

Participants were shown four different options, described as what they would see next after they clicked on one of the areas on the California map.

Option 1: Transportation Icons Only

This option was easy to understand for most consumers. The types of information offered seemed complete, with a minimum of confusion.

When asked what type of information they expected or wanted to find for the individual transportation types, responses were mixed. Some consumers expected to find schedules and costs while others wanted a system where they could enter where they are, where they want to go and the computer would tell them the best way to get there.

Of all the transportation types shown, the ones mentioned most often as least useful were bicycle and taxi. When probed as to what additional information they would find useful, consumers suggested information on tourist attractions, events (concerts, plays, fairs, etc.), movies and other entertainment and amusement related information. Some of the participants suggested they might expect to find this type of information under the "City Info" icon.

Bus Icon: Schedule Information

In all groups, respondents were shown a sample of the information under the bus icon. While the information shown fit many expectations, there was some dissatisfaction with it. Several people complained that it was too confusing, that they might not know how to choose the right bus line and which route they needed. A few found the schedule difficult to read.

However, those with bus riding experience were very comfortable with the information and the way it was offered. Consumers seemed to agree that this type of information was best if the user is familiar with the lines and has had experience using printed schedules.

Rideshare Icon: Registering for Rideshare

In all groups, respondents were shown a mock-up of the real-time Rideshare registering program. This program fit most consumers expectations: they thought that this would be the service offered under "Rideshare." When probed, consumers agreed that getting names of potential rideshare partners immediately was preferred over waiting for the names in the mail. The immediacy of the system was felt to be much more convenient.

Many of the consumers, while they realized the convenience of this system, had reservations about actually using it themselves. Both men and women expressed concern about being called by "wackos" and about anyone with access to the internet knowing what hours you were away from your home. While some were reassured by the idea of using first names and last initials with only a work phone number, most of those expressing reservations continued to feel uncomfortable with the system in general. However, a greater level of comfort was achieved among experienced internet users if only an E-mail address was used as identification.

Option #2: Origin-Destination Interactive Program Only

The origin-destination interactive program function as demonstrated in the focus groups was fairly easy to understand and was not found to be confusing. This type of system was often described by consumers as the way they would prefer to get transportation information, even before seeing this option. When the origin-destination interactive program system was then shown to them, it fit their needs and desires perfectly.

The words "departure" and "arrival" were easily understood by all consumers, since, as some pointed out, these are familiar terms used by the airlines. Consumers were asked their reactions to "origin" and "destination," and while most felt these words were also clear and easy to understand, a few felt that not everyone would understand what "origin" means.

There was some debate in the group discussions about whether the instructions given by the origin-destination interactive program were clear enough. Several consumers felt that for areas you are familiar with, the instructions were fine. However, since many of the participants imagined they would use this system in a city or area they might not be familiar with, more detailed instructions were wanted. For example, several stated they might need additional instructions on which way to walk once they got off the bus.

Another suggestion was the ability to enter a street address where you are, since you may not be familiar enough with the area to know the cross streets. Several people suggested being able to enter place names, such as Disneyland or a mall name .

There was general consensus that you would want to be able to print out this information so you can take it with you on your trip.

Option #3: Origin-Destination Interactive Program and Icons

Since this option offered consumers a choice of how to get information, they responded with greater enthusiasm. Consumers like to feel that they are in control of the system and therefore the greater their choices, the more control they perceive they have.

Consumers felt that the two ways to get information would probably serve different needs. If you know what type of transportation you want, you can use the icons. If you're not sure what type goes where you want to go, you can use the origin-destination interactive program system.

Invariably, several of the participants assumed this option provided interaction between the origin-destination interactive program system and the icons, in spite of the directions stating these are two separate options. Consumers wanted to be able to click on the type of transportation (icon) and then get directions for that mode through the origin-destination interactive program system. This included driving directions, if they were in a car.

Some of the respondents felt this page was a bit confusing, since in our demonstration it was necessary to scroll down to see both options. It was suggested that the two options be shown side by side so the user can see immediately what his or her choices are.

Option #4: Origin-Destination Interactive Program, Icons and Map

As with the previous option, consumers responded with enthusiasm to this page as well. Again, this page offers consumers choices, which gives them a feeling that they are in control of the information.

Consumers who were more visually oriented found the word descriptions of the options to be less "friendly" than icon-type buttons, and it was suggested that an icon-type designation be used for the buttons instead of words . However, there was less confusion about the three functions being inter-related in this option.

Maps

Consumers clearly like the idea of being able to see maps of the area they wish to travel in. Ideally, their concept of map usage would enable them to point to the area where they are, point to the area where they want to go and then have the computer show them their route, whether it's by bus, train, trolley, car or any combination of these. Most consumers assumed that by pointing at the area they wished to travel, a more detailed map would then be shown of that area. Consumers often expressed a desire to use these maps for driving -- "like a Thomas Brothers on the computer."

While it was evident that some of the group members responded well to having a visual representation of the area, others found the maps to be confusing. Maps showing routes of multiple types of transportation contained just too much information for many of these consumers. Additionally, several were confused about how to use the maps if their destination or origin point was off the map.

While our rough mock-up of the maps did not include any schedule information, it was generally agreed that this information was necessary. Several suggested that the confusion might be minimized if they could click on the route they want, and only that route would show up on the map.

Overall Reactions to Smart Traveler on the Internet

After the group participants had been exposed to all of the rough internet page ideas, their reactions were again elicited.

Overall, responses were generally positive. Consumers see the internet page as a way to have more control over the information they want and as a quicker way to get it. Several of the panel members complained of being on hold when using the telephone to get transportation schedules. With this system, they feel they would get the information back immediately, which may be its most compelling benefit.

They also see the internet system as an easy way to evaluate the cost/time relationship of various transportation alternatives, so that they can decide for themselves when a cost savings is worth the time spent to get somewhere.

Most of the consumers felt they would be most likely to use the transportation information for trips to other cites, for recreational trips in their own area, or for out-of-town visitors. Some said they might use it occasionally if their car breaks down and they need a way to get to work. Very few of the participants said they would use the information on an on-going basis for commuting purposes.

The idea of having a designated person at work who would have access to the Smart Traveler site was of interest to a few of the consumers, though most did not view the information in a "work related" context.

Kiosks

Those who do not have access to the internet were not sure how they could use this system. In a couple of the groups, someone suggested that it would be great to have computers with access to transportation information available for the public to use at libraries or hotels -- "Like ATM's," as one respondent put it. When probed as to what locations they would like to have or would expect to find kiosks, suggestions included shopping malls, grocery stores, airports, bus terminals, hotels, libraries, post offices and government buildings

When probed about using a coin to access the services, as is done with telephones, respondents were receptive to the idea if they got a print out with their coin. Consumers did not like the idea of paying to use the system and then perhaps not getting information that was useful to them; however, if it was useful they were willing to pay 25¢ to have their itinerary printed out.

APPENDIX

HOME PAGE:

MAP OF CALIFORNIA

OPTION 1 (LEVEL 2):

TRANSPORTATION ICONS ONLY

OPTION 2 (LEVEL 2):

ORIGIN-DESTINATION INTERACTIVE PROGRAM ONLY

OPTION 3 (LEVEL 2):

ORIGIN-DESTINATION INTERACTIVE PROGRAM AND ICONS

OPTION 4 (LEVEL 2):

ORIGIN-DESTINATION INTERACTIVE PROGRAM, ICONS AND MAPS