Digital Craft > Data & AI

THE MTA LIVE SUBWAY MAP

MTA, New York / METROPOLITAN TRANSIT AUTHORITY / 2021

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

Describe the creative idea

We had an ambitious vision to build a new digital map for the New York MTA [Metropolitan Transportation Authority] —one that updates in real-time to help subway riders better navigate the city.

This work represents the first major redesign of the iconic map in four decades, replacing the printed diagrams and maps introduced by Unimark International and Michael Hertz Associates and evolving “The Weekender” by Massimo Vignelli.

We knew that to give New Yorkers and visitors to the city the most accurate version of the subway system as it's operating currently, the map would need to actually redraw itself several times a day.

Now live at map.mta.info, the MTA’s first Live Subway Map involved an eighteen-month collaboration.

We are laying the foundation for transit systems around the world to adopt live maps that are easy to use and will thereby help encourage the use of public transportation.

Describe the execution

Our target was massive: millions of New Yorkers (a highly diverse population) plus visitors from around the world.

We focused on converting complicated copy —those hastily printed signs usually up all over subway stations— into visual information. It's better for users because our brains interpret visual information far faster than written information, especially in on-the-go contexts like trying to catch a train. The fact that it's visual means it also works across several languages, too.

We also anticipated the Live Map would be used widely on phones, so we spent time optimizing for mobile. At first, the notion of having to squeeze all of the information into a small mobile-phone sized screen seemed like a big constraint. But the smaller canvas allowed us to merge geometry with geography, while using the ability to pinch lets us to be deliberate about the level of content that can be surfaced.

Some of our initial ideas were focused around a single line or time of day, but we learned how much New Yorkers take pride in knowing how to navigate the subways. They don't want to be told a single way to go.

Maps will always matter, but what the new Live Map offers is:

Automatically updating train lines - Redraw themselves using real-time data to illustrate current and accurate train service status.

Moving trains - Reflect real-time locations of trains throughout the subway.

Zoom-In features - Expose greater map detail including the ability to see individual train lines, subway entrances, station names, and street locations and names.

Subway accessibility - The new map highlights accessible stations and provides updates to accessibility-related equipment like elevators and escalators.

Emergency alerts - The map uses the MTA’s data feed to convey official MTA communications for emergencies.

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