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

The Challenge

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.

The Solution

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.

The below examples show the 'before' and 'after' of the pages included in this site audit, but if you'd like to see more detail about the 'during' portion of my UX writing process, each iteration is shown in full in the document linked below

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