Next gen ORCA Community Update

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Next gen ORCA Community Update
next gen ORCA
Community Update
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?
Next gen ORCA Community Update
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
Next gen ORCA Community Update
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
Next gen ORCA Community Update
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
Next gen ORCA Community Update
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).
Next gen ORCA Community Update
What’s the plan?
            Phase I
  Replace system and make it work

           Phase II
   Optimize and add new features
Next gen ORCA Community Update
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
Next gen ORCA Community Update
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 IMPROVEMENT
Retail 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 necessary
Communication 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 pay
What’s important to you?

     Feedback, Comments & Requests: nextgenORCA@soundtransit.org
Thank you.
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