Adding Value to a Transit Pass: A UX Writing Case Study
A speculative UX writing audit focusing on a purchase process for ORCA, the public transit pass system for the Seattle Area.
Role: UX Writer, Content Strategist
Because ORCA is critical to local public transit, it presents the age-old challenge of trying to write for everyone. As it is now, the site is jargon-heavy and tough to navigate, even for tech-savvy users. For something as critical as transport, a wide audience needs to be able to navigate and understand the variety of options, and be able to get through their transaction quickly and easily.
A reshaping of the language and layout of this purchase process brings a human voice to a previously bureaucratic-feeling process. It breaks down jargon, options, and important messages into scannable, digestible, and more visible chunks, to help address the needs of a wide audience.