METRO BAZAAR
An Eccentric Metro Commuting Experience
Metro Bazaar an is innovative and community oriented strategic user experience solution to boost the ridership of the Metro Gold Line in Los Angeles. It aspires to bring the dynamically evolving, energetic, and lively culture of a Bazzar - A Market into Metro's establishment, to make it more dynamic, socializing, charismatic, and alive!
Secondary Research
Census Data Analysis
To give context to the problem spaces for this project, it was important to gather all the information about the Gold Line Metro, the areas it passes through, the diverse communities that exist in these areas, their different pain-points and expectation. Low income neighborhoods with high population densities compared to other stations along the Gold Line were identified for research and interviews. Locations identified which showed potential ridership increase were areas around East L.A. and those close to Lake / Memorial Park stations in Pasadena, California.
Population Density around the Metro Gold Line in Los Angeles.
House-hold Income of the areas around the Metro Gold Line
Population below Poverty-Level around the Metro Gold Line
Field Visits
Area Mapping, Observations, Field Research, and Documentation
Before diving into the project, we did 6 offsite visits in and around all the areas the Metro Gold Line passes through in Los Angeles. Based on secondary research, field study and observations, we targeted two specific areas where the population density was more, but both the annual economic income of people and the ridership were low.
In spite of Metro’s plans for the future and various community benefactor activities conducted by MTA, the ridership of the Metro Gold Line is arguably decreasing every year since its inception. In a car-centric city like Los Angeles, encouraging people to use the public transportation is always the challenge. Lot of factors governing people’s choice in their mode of transit plays a role.
Secondary Research
Case Studies, Published Articles, White Papers, Internet Resources.
To give context to the problem spaces for this project, it was important to gather all the information about the Gold Line Metro, the areas it passes through, the diverse communities that exist in these areas, their different pain-points and expectation.
Stakeholder Interviews and Discussions
What did the Community have to say?
The most important part of any project is to identify the true pain-points and needs of the users and all the stakeholders. Structured Qualitative interviews were conducted in order to learn about the lifestyles and human behaviors of the people living in the identified areas.
Business Owner
I cannot change the world but I can change my Community, and that is what keeps me going everyday.
Pasadena Local
Pasadena is rich with hiking and biking trails. Exercise and family activities is always good
for health and we love to spend time doing recreational activities for a health benefit.
Pasadena Local
I love to go out with my friends and meet new people, make new connections. Metro helps me do that most of the times.
Pasadena Local
People like Pasadena because it represents a high status, but they are struggling to sustain their lives because of significant increase of the property values.”
Resident
We are a family of 12 people living in the same house. Rent keeps going up, soon we won’t be able to afford it.
Resident
Not all of us can afford buying a car and money for gas. My son takes the Metro to downtown to work everyday. I use it occasionally to go for shopping and visiting friends, it’s comfortable.”
Pasadena Local
I came here when I was 7 years old, I did not know the
language. It was though but I taught myself. Today I go to computer classes in the community center twice a week.
If the Metro wants to further Boost Ridership beyond ordinary measures, it has to do something extra-ordinary. It has to change people's perception of what Metro stands for and provide an immersive and memorable experience along with daily commute.
A space for eateries and shopping inside the Bazaar, selling local products and handmade artifacts.
A pop up Farmer’s market inside the Bazaar area. Fresh foods and groceries at lowest price!
Events happening inside the Bazaar Area. Local musicians playing a concert for the commuters and general people.
