Next gen ORCA Community Update
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next gen ORCA Community Update
Agenda • About ORCA • Why next gen ORCA? • What’s new? • What’s changing? • What’s the timeline? • How are we building equity? • What about privacy and security? • What’s the communication plan? • How can we work together?
About ORCA • Smart card for paying transit fares • Used on transit region-wide • $275 Million in fare revenue in 2019 • Used on 68% of trips
Why next gen ORCA? • Current equipment is becoming obsolete • Current system limits competition, innovation • New technology à better payment systems • Solve pain points, improve experience
What’s new?
• Customer-centered design – thousands surveyed for preferences, pain points
• We’re keeping the things riders like about ORCA and addressing their wish list (with as little
disruption as possible):
Top likes Top dislikes Solution
1. Convenience 1. Card loading delay Instant loading
2. Speed of boarding 2. Limited sales locations 2X More retail locations
3. Regional mobility 3. Website challenges New improved website
4. No mobile solution A new mobile app
What’s changing?
Transaction Information Retail
• Each rider will need to have their • Trip value will no longer be visible • Customers can only purchase
own card. One card can no longer on validator screens. cards and add E-purse value at
be used to pay bus fares for • Trip data and card value retail locations. If they wish to
multiple riders on the same trip. information may be delayed on convert the value they purchased
• Cash upgrades will no longer be the app and website during into a pass or product, they can
available when paying fares. transition. with the app, website, or ORCA
• Customers will no longer be able to customer service.
cancel trips on station validators. • Only next gen cards can be
loaded at retail locations (after
July 2022).
What’s the plan?
Phase I
Replace system and make it work
Phase II
Optimize and add new features
What’s the timeline?
New
New website More payment Retire current
Current ORCA
and app options card
Today By Q1 2022 By Q3 2022 TBD
PAYMENT
METHOD
Blue ORCA card Black ORCA card
Blue ORCA Card Blue ORCA Card
NEW! Black ORCA card Mobile app payment
NEW! Mobile app payment
NEW! myORCA.com website Web – myORCA.com Web – myORCA.com
Web - orcacard.com/biz
INTERFACE
NEW! myORCA.com mobile app myORCA.com mobile app myORCA.com mobile app
Retail Shops
Retail Shops NEW! Expanded retail network (2X) Expanded retail network
Ticket Vending
Machines Ticket Vending Machines – Ticket vending machines Ticket vending machines
transition begins
Accessibility – language translation
Channel Service level Website Improvements
Website and app
Chinese
Retail English
Email and social
Korean Current Pre-launch Phase
Orcacard.com/biz myORCA.com
Russian English English + Google Translate
Advertising and PR
Spanish
Business Content Tagalog
LAUNCH
Vietnamese myORCA.com
Vending Machines Seven Languages
Validators English (with supporting symbols)
CONTINUOUS IMPROVEMENTRetail network: Racial Equity Tool • Sound Transit pilot program • Ensure equitable distribution of retail locations • Prevent “ORCA retail deserts” in historically underserved and under-resourced communities • We will: • Gather accurate racial equity data • Conduct listening sessions with the community • Utilize data and community feedback to inform retail location distribution • Confirm findings with the community • Move toward equi-distant access
Accessibility Central ORCA Project Team • Retail Network Expansion - 2X the number of locations • More ticket vending machine locations • Card replacement programs/grants • Online application for senior reduced fare programs Regional Agency ongoing programs
What about privacy and security?
Secure personal information
Private transaction history
next gen ORCA provides
Private travel history
customer data privacy
and security
No account necessaryCommunication timeline
2021 2022
Q2 Q3 Q4 Q1 Q2 Q3
V1 complete
Marketing plan
Planning Phase 1 community outreach
Retail network racial equity analysis
Website public Launch Website take down
Marketing website
To post-launch
Pre-
Launch Advertising and PR
Migration
Business account outreach
Advertising and PR
Product
Launch launch myORCA.com/myORCA app
Phase 1.2 Feature release
Tap to payWhat’s important to you?
Feedback, Comments & Requests: nextgenORCA@soundtransit.orgThank you.
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