©2018-2019 by Katy McCourt-Basham

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

Page 1 - Home

Click any image to magnify

Original

1-Orca Landing Page Copy.png

Final

1 - Annotated V2.jpg

Page 2 - Log In/Sign Up

Original

2-Login Copy.png

Final

2 - Annotated V2.png

Page 3 - Account Home

Original

3-Logged in landing Copy.png
3 - Annotated V2.png

Final

Page 4 - Individual Card

Original

Final

4-Click on card number Copy.png
4 - Annotated V2.png

Page 5 - Add Value

Original

Final

5 - Annotated V2.jpg

Page 6 - Confirm Added Value

Original

Final

6-confirm amount-continue shopping or pa
6 - Annotated V2.jpg

Page 7 - Enter Payment Info

Original

7-Pay Checkout 1 Copy.png
7- Annotated V2.jpg

Final

Page 8 - Confirmation

Original

8-Payment confirmation Copy.png

Final

8- Annotated V2.jpg
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