MPK Transit Express
MPK Transit Express was a project designed to replace an existing fixed route bus line east of Downtown Los Angeles in the city of Monterey Park.
Client Context
The city of Monterey Park analyzed its fixed-route bus network and identified a set of lines with high cost-per-rider metrics due to low ridership. Existing public transit options in the city weren't attractive to many due to long headways and sparse distribution of bus stops.
Furthermore, the area's natural geography made catching a bus impractical. Monterey Park is extremely hilly, so riders often had to walk long distances with steep inclines to use the local bus network. As a result, catching the bus was difficult or impossible altogether for riders with disabilities and the elderly.
In 2024, the city moved to replace a portion of its bus routes with a microtransit service to reduce costs, increase public transit ridership, and improve transit accessibility.
Project Overview
The project's deliverables consisted of a consumer mobile app paired with a 3-vehicle microtransit service serving downtown Monterey Park. Service vehicles were hybrid-powered, in line with best sustainability practices, and the fleet consisted of Wheelchair Accessible Vehicles to ensure transit access for riders with disabilities.
Unique Factors / Challenges
Two unique factors of this project were the marketing strategy and the delivery speed. Our typical marketing playbook had to be reworked from the ground up because of the area's unique demographic makeup. About 70% of Monterey Park residents speak English as a second language, with most speaking Mandarin or Cantonese as their primary language. This was Via's first launch in the US market with this factor. Therefore, extra care was taken to ensure that graphic elements and marketing channels would be effective while maintaining best-practice standards.
The delivery speed was also notable. Extenuating circumstances meant the launch had to be completed in less than 2 months. With the typical launch process duration cut in half, operational flows across engineering, design, vehicle acquisition, and customer support were restructured in order to meet the expedited deadline.
Achievements & Outcome
A white-label mobile application titled "MPK Transit Express"
A brand new microtransit service offering residents of Monterey Park a new way to travel within the city and to access public transit connections leading into downtown Los Angeles.
Service of over 125 rides per day
