Validation Service Design for the Tel Aviv Light Rail
This project was undertaken as part of a Service Design course within the Master’s program in Design Management at Bezalel Academy, collaboratively developed by a team of four designers. The primary challenge we addressed was reducing the uncertainty around the validation process for casual travelers on the recently launched Red Line of the Tel Aviv Light Rail, particularly in open, street-level stations where users are expected to self-validate. Through extensive research and design efforts—including academic article reviews, user surveys, field observations, prototyping, and a co-creation workshop with key stakeholders—we developed a comprehensive solution. Our proposal includes intuitive validation gates and a branded character to guide users through the process, providing clear station boundaries and reinforcing successful validation in a friendly, engaging manner.
Bezalel, Master's Program
Tevel Metro
2023
Our strategy began with a detailed analysis of casual travelers' challenges. Using surveys, field observations, and workshops, we identified key pain points and crafted solutions. Our goal was to align validation experiences between elevated and underground stations, with clear guidance that preserves pedestrian flow. Key elements include intuitive validation gates, boundary markers, and a guiding character to remind users.
The concept of consistent service helps casual travelers experience a unified validation process, simplifying navigation and building confidence to make the Red Line more accessible.
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Mapping casual travelers' paths across station types revealed specific pain points. We tracked movement patterns and identified areas of confusion, particularly around locating and timing validation in elevated stations. Many errors only became evident upon exiting underground stations, where validation is required. This pointed to the need for clearer guidance, strategic placement of validation points, and improved signage to reduce user anxiety.
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Our field research included an in-situ prototype, where team members wore “Did you validate?” shirts at elevated station entry points. This friendly prompt revealed three user behaviors: experienced commuters who bypassed the reminder, hesitant newcomers, and uncertain travelers seeking guidance. These findings led us to distinguish “experienced” from “casual” users, highlighting the importance of support cues for casual travelers and guiding our approach to encourage consistent validation. This model of change reveals the potential to transition casual users into confident, regular riders by providing intuitive guidance, making validation a seamless part of their journey.
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A 3D map facilitated collaborative brainstorming with stakeholders, who marked pain points and solutions to identify zones for intervention. On-site flow tests helped refine gate design for smooth user movement and a welcoming aesthetic. Finally, a user journey map highlighted key interactions as travelers move through the station, capturing the solution’s impact and user support across the journey.
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