Amit Garg
UX Research and Design

Solving the Last Mile Problem: MARTA UX

Solving the Last Mile Problem: MARTA UX

This project is a Work In Progress. 

Read about it here.

Executive Summary

Chicago's got the L. Boston, the T. Bay Area touts BART. Here in the ATL, we give our trust to MARTA.

Although MARTA's bus system has more than 100 lines, it's still a challenge to get people within walking distance of their final destination, or to the bus stop in the first place. We call this the "First Mile/Last Mile" problem. By taking a service design approach, a natural solution emerged that supplements MARTA with several transportation options to get to and from a MARTA touchpoint.

My Contributions

Formative UX Research

Survey Design

Journey Mapping

Brainstorming and Ideation

Wireframing and Prototyping



Public transit for many people is a primary means of transportation, moving masses of people from where they are, to where they need to go. But, getting people to and from a train/bus station remains a challenge for almost every transit system in the world. We call this the 'First Mile/Last Mile Problem.

From Data to Insight

ReliableRiders need a service that they can depend on. If a bus is delayed, they need to know about it. If there are other options, they need the information ASAP to make a decision. 

Connected85% of survey respondents would use MARTA if it got them directly to their final destination, or very close to it. They need to have options for getting to and from MARTA at a low cost.

SeamlessA connected transit experience should be seamless -- riders shouldn't feel the transition points between legs of their journey. 

Developing Empathy

Understand the MARTA rider. Who are we designing for? What do they use MARTA for? How do they get to /from a bus stop? How far are they willing to walk?

Define the gain and pain pointsWhat does MARTA do well? What do people want changed? What would increase ridership and better the overall experience?

Understand the business constraintsHow can we assure MARTA's buy-in? How can we leverage MARTA open APIs and use them to provide value to MARTA riders?


Go ahead. Click around.

Our team is currently collaborating with MARTA to get this app launched into the MARTA app ecosystem. We are also speaking with other mobility solution companies to get their services integrated into this app as sponsored journeys.