Nathaniel Naisby

Really interesting solution to the problems I was speaking to on Nichole’s post. I will definitely be digging into this more when I get to the office.

I’m curious if these individual consciously rerouted or if they just “veered” off course. I’d hedge that if a billboard pinged an impulse decision to grab a McRib, the driver likely has an idea where the nearest McDonald’s is. Which begs the question why they were navigating in the first place?

Do you find yourself using nav even when you know the route? How does this reliance on a GPS “safety net” affect the value of opportunities like this? If you’re only passively using the nav, are the ads really resonating?

A very fitting example of how mobile technology changed how content is consumed and measured. This partnership between Waze and McDonalds unlocks accessing customers that were once deemed in the “digital dark zone”. Previously brands didn’t really have a way of communicating with commuters on their drive (besides audio) until recently.

The impressions and “navigations” they were able to measure was impressive. As these technological enhancements increase it’s noticeable that measurements capabilities do not keep up at the same speed. For example they were only sizing up how many people click on the re-route button to the nearest McDonalds. I wonder how many people simply knew where their nearest restaurant was and made their detour without clicking the button after seeing the advertisement?

https://searchengineland.com/waze-conquers-digital-dark-zone-with-in-car-out-of-home-ad-coordination-314111

This is very interesting! As someone who frequently uses Waze for works, I have noticed how they have incorporated the zero second ads. Even with the temptation, I have never been persuaded enough to change my route due to the route being off my path. Very similar to Emma’s comment, for people who are familiar in that area, I wonder how many people would just ignore the prompt and find their own way to the advertised restaurant. What I find even more interesting in my use of Waze is the prompt that I receive after having seen an advertisement for a local fast food chain (Burger King) asking me if I had seen the brand on the app within the last few days or so. It makes me wonder why a company would want to know that information, especially if they are paying for that type of advertisement and what they plan on doing with that information for future marketing purposes.

This is a really interesting post, Nate. As a big fan of the McRib, I likely would have been one of the 9,000 users who re-routed, however, as a general consumer, I’m not sure how much I would have appreciated a pop-up advertisement taking up space in my navigation app. It can already be complicated when notification banners come down from the top of the iPhone screen and cover up parts of the directions when I’m trying to drive, so when it comes to the navigation, I really only would like to see where I’m trying to go.

To you’re point in this post though, it’s super interesting to think about the amount of data that a company like Waze can get from seeing the places you go to. I’m a Google Maps user, and recently I’ve seen push notifications from the app when I get home, asking me to rate the restaurant I was at or talk about how crowded my train was, even if I didn’t use Google Maps to find my way. Not to mention, with Google Maps connected to my Google account, which I use for Chrome, YouTube, Gmail, my Google Home, and a number of other apps and devices, they basically have access to my entire life. It’s worth thinking about whether that’s a good thing or a bad thing.

However, this is definitely an innovative and creative tactic from McDonald’s, and it will be cool to see how brands continue to develop these types of strategies going forward.

Great post, Nate! Definitely something to be said about using a platform correctly (like the Merriam Webster example). Do you think they’d have as much success on a platform like Snapchat or Pinterest though?

Bringing some diversity to the group by living in Seattle I can say I am an Alaska Airline credit card holder and can speak to their #1 in experience, ha! I also have the American Airlines app as I am a native East coaster – both companies excel at leveraging their digital apps to improve the target market experience. What I really appreciate is that while you noted the app navigation and usability is different since you’re on mobile versus on the website, nothing is compromised. I have a great and similar experience across both canvases. Both American and Alaska do a phenomenal job with their apps in supporting their target market across the customer journey. The apps features span across see, think, do, care. I just love how these apps have everything in one place as you noted. Whether its easy search and purchase of tickets or getting alerts when it’s time to check in, what gate I’m at, if there is a delay, and what carousel my bag is at to name a few.

I have used the American airlines app however they were later than other airlines such as United at having the in-app ability to book flights. Previously, American’s app booking process would navigate the user to the mobile optimized website causing the experience to be very clunky and actually deterred me from using it and booking an American flight. It increased my decision to choose other airlines due to the better mobile booking experience, specifically United.. If I was looking at an American flight, I would go to the desktop site since it was an easier experience. I know they have update the app and incorporated the all in app booking process but because of my bad experience, I have not yet navigated back to using the American app. I do love the United app and use it all the time while traveling. I get text message and notifications when boarding begins, gate changes, or delays happen.

My first flight ever was with American Airlines and it was the worst experience with them after they cancelled the flight twice, since then I have completely swore off the service, opting for Delta instead. I know most airlines have a mobile application but I didn’t know that AA was this detailed! I think that the search option and allowing people to choose a cancelled flight at the tip of their fingers is amazing! I may have to try them in the future!

Nate, this was a great post! Like you, I travel a lot between work and just leisure purposes. And for me, NO ONE else compares to American Airlines. I may have had one bad trip or two, but I still keep coming back because my overall experiences have definitely have outweighed those two. But I think the mobile experience has really has the biggest influence on me. I’ve tried other airline apps such as JetBlue and Frontier and I just don’t get that same mobile experience. American Airlines gives me to the opportunity to do almost anything in the app without having to wait. Some of my smallest inconviences can be fixed via the mobile app. In New Orleans, my flight’s status kept changing and instead of having to stand in line and talk to a representative, I was able to change my flight to an earlier flight without an extra charge.

Interesting note on the AA experience: I recently went to redeem my miles for a personal trip I’m planning in May. A year of weekly flights to Pittsburgh and back really added up!

I became extremely well-versed in the app, but never really felt like it elevated the experience.

In looking for reward flights, the app was delivered a death blow (in my eyes). I actually got a “door buster” offer by using the website that wasn’t available through the app or via the phone agent I called to confirm.

The point redemption was 50% of what I was seeing in the app, so I naturally assumed it was an error. before I cashed in on some hard-to-find fine print or other limitation, I wanted to be sure of the offer I was getting.

The phone agent confirmed the details and I booked through the website. Perhaps that’s the intent, but how do you not leverage the app to get people to take advantage of these kinds of flash sales? A mobile device seems like the perfect opportunity to both capture some impulse decision making off an unexpected alert while also conditioning people to use the app to book their travel.

Instead, they leave this as a random easter egg for me to discover by chance?

The app is also strangely slower at picking up on delays than their own text/email alerts. I’ll grant them some leniency being slower than the gate/monitors, but I almost missed a flight because the app was still showing a longer delay.

Way to hit on the step 6 of the app development process! People need to know about the app to go look for it.

What does that say about PATCO’s “audience”? Do you agree that they likely created the app just to have an app?

Really thorough analysis!

Nate,

Great post and I just had this same experience with downloading the Septa application last month! I use the Broad Street Line on occasion to get to and from work sometimes when I don’t have my car, or I know I’m going to an event in center city and it would be easier just to take subway. While I was looking online for the BSL schedule, which isn’t a friendly website whatsoever, I thought there had to be an application, and after 6 years of using the BSL, I finally found it. It was almost like I struck gold and it was there the entire time!! Roaming through the application, it seems to have a similar foundation, just like Patco in the sense of it tells you what schedule you want and where and when to pick up that train. There are no reward points, discounted programs or fun graphics, but the app is meant to do one thing and one thing only, get you to your destination in the easiest fashion.

Great read, Nate. As someone who lives in New Jersey and works in Philadelphia, I’m absolutely familiar with the complications that can come with finding an easy, quick and accessible version of the PATCO schedule, since I’m riding the train 10 times a week–at the very least. In my experience, I just didn’t feel like dealing with the tediousness of zooming in to look at a PDF with such tiny text, as the timetable on the website is. It also hadn’t even occurred to me to check and see if the PATCO timetable would be available as an app, mainly because it seems a little pointless to make an app that does so little.

The main way that I access the schedule when I need to take a look at train times is to search Google for “Patco Schedule.” In the immediate search results, Google provides an adaptive and easy to read version of all of the arrival and departure times at whichever station you’d like to look at, as well as the direction the train is headed in. It also conveniently lists the stations by whichever is geographically closest to you. I have this search saved in my favorites on Safari because I simply find it easier than looking at the PDF or downloading an app.

Nate, first off, great post! You bring up a multiple crucial points that immediately hit home for me. I was thinking of writing my own post on this because I have such strong opinions on Septa and personal examples of this challenge!

So, I’ve been commuting to and from work and school via public transit since 2007. I’ve never had a car in my adult life and rely very heavily on mass transit and car services like Lyft and Uber. With that being said, I can confidently say that I don’t a “go-to” Setpa app that I use. On a regular basis I use a combination of multiple apps and responsive web pages in order to complete whatever commuting task is at hand. The apps/shortcuts that I currently have on my phone and use for public transit purposes are:

1. Septa mobile app – It’s on my phone, but I rarely use it. Every time I log I have to download a new schedule, the app is not very fast and since I’m perpetually 2-3 minutes behind, I’m always running to the train or bus and need something fast and accessible, neither of which this app is.

2. Transit App – while this is an improvement on the Septa app, the interface still feels a little convoluted. Maybe that’s because they are trying to do too much and it shows.

3. Septa webpage shortcut – app.septa.org/nta/txt this is a link to the “next to arrive” page from septa.org. I keep this as a “shortcut app” on my phones home screen and its perfect for quickly seeing if the train I’m running to is actually on time or 12 minutes late.

4. Google Maps – recently I’ve been taking the bus to and from work and this is simply the best method for tracking down buses, in my opinion. When I commute home, Google automatically suggests the fastest bus route and is almost always 90% accurate in determining where the bus is with a minute to minute tracker.

All that to say, I wish Septa’s app was more cut and dry like the PATCO app. Maybe if Septa decided to have an individual app for each service that would be helpful. I don’t have an answer, but this is certainly a topic I enjoy brainstorming on!

Nate,
Your topic example is near and dear to me. I too am a PATCO commuter and over the years have had a challenging mobile user experience with their site. It has lots of great information, but the main reason I go to the site for is the schedule. I like that they have the schedule online, but it all comes back to downloading a pdf. I have two different use cases as a PATCO rider. In the morning, I tend to plan my travel based on the time of arrival. What time do I need to be there so I know what time to start, or what the latest train is I can take to meet my needs. For example, if I need to get into the office early, I look at the arrival times to 15/16th & Locust station, find the one that best meets my needs and then look at departure times from my local station. In the evening, arrival time is less of an issue and I just want to find out what the next few trains are so I can hurry up and get there and be on the train before the doors close. Except Wednesdays when I know I need to be home in time for class. On the Wednesdays I get pulled into something and am running late, I look at arrival times so I know the latest time I need to be out of the office to get home so I won’t be late for class, with fingers crossed there are no delays! The schedule is not interactive online and requires looking at the PDFs. To find departure I need to zoom in, line up the screen so the departure and arrival stations are in view, scroll, and then take a screenshot. I have a lot of PATCO schedule pictures on my phone. There is the Google Maps link, but unlike Ryan, I am not enamored of it. It still provides to many steps to find the best departure time to meet my arrival needs. One of the benchmarks in mobile site development is understanding user requirements and needs and assess how the site can deliver. PATCO does that by having the schedules online, easy to find and accessible, but from my user experience and needs, it could be better.

I did not know that PATCO had an app until your post. I was excited, downloaded it and I will no longer use the mobile site but use the App. Much better to meet my schedule information needs, but I wish it was linked to my Freedom Card and could be more personalized. I did a little digging, and I think the app may not be an ‘official’ PATCO app which could be why they are not promoting it. Customer service and satisfaction does seem to be important to PATCO and I think if they had an App they would be all over it.

My preference between responsive design mobile and App depends on what my need are for that experience. When it comes to train travel, App all the way. Amtrak has a fantastic app When I compare their app to the checklist, I think they have nailed it in the benchmarks and user journey. As their customer, they get me. I often make trips to our office in NYC and the Amtrak app is a blessing. Looking at schedules and booking my trains are easy, and it has my rewards information linked to my account. I can book online, get my QR code ticket on the app, change my ticket, check train status, get my rewards points and so much more. I never use the online site anymore and always go to the app. Perhaps someday I will love the PATCO App as much as I love Amtrak’s.