Getting Allegheny Going
My Role: As one of the consultants of the team, I focused my efforts on identifying pain points behind low program usage and coming up with potential solutions. My work included redesigning posters with improved information architecture and assisting in developing strategies grounded in behavioral economics and decision science to increase program uptake and retention rates.
Collaborators: 1 Project Lead, 2 Data Analysts
Skills: Visual Communication, Strategic Planning
Tools: Figma, Google Sheets, R
Duration: 3.5 months
PROJECT SCPOPE & OBJECTIVES
Low Program Usage
Our team was brought on to identify ways to boost participation in the Allegheny Go program. While many individuals appear to be eligible, sign-up and retention rates remain low. As consultants, we were tasked with developing a cost-effective strategy—mindful of the public sector’s budget constraints—to promote the program and increase engagement.
KEY ISSUES
Understanding and Empathizing
To identify barriers to engagement, we first met with program leads to understand the backend processes. We then turned our focus to the users, conducting surveys to gather their perspectives. My role included observing applicants as they completed the form and mapping the user journey to reveal exactly where friction points occurred.
USER JOURNEY MAPPING
LOW AWARENESS OF PROGRAM
After speaking with the organization’s representatives, we discovered that the program had received little advertising. Promotion was primarily limited to public events, where outreach team members verbally shared information about the program.
Solution: implement strategic, high-impact placement of advertising materials to maximize visibility and reach.
LOW ENROLLMENT MOTIVATION
We designed a survey to capture a wide range of potential issues preventing participants from fully benefiting from the program. We sent this to current participants and to those enrolled but who hadn’t used their benefits for at least a month.
We decided to separate the common setbacks from our data into two categories: those within Allegheny Go’s control and those outside of it.
Outside of their control:
Ready2Ride App: Users faced difficulties with the app as the program shifted from physical passes to an entirely virtual system. There were also bugs in the app that made usage difficult.
Resource accessibility: Not everyone owns a phone or has one readily available to use the app.
Within their control:
Poor post–sign-up experience: Users reportedly found it difficult to confirm whether they had actually been approved.
Lack of trust in the program: Some potential participants adopted an “it’s too good to be true” mindset, doubting the benefits or fearing hidden conditions.
Solution: enhance the post–sign-up journey by introducing timely, actionable reminders and notifications, and foster trust through real participant success stories and a referral program.
APPLICATION FRICTION
Our walkthrough of the application revealed confusing, word-heavy sections that posed challenges for non-English speakers.
Solution: offer instructions in multiple languages, simplify wording, and breaking up dense text to create a more accessible experience for all applicants.
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Information Design
I led the redesign of the program’s advertising materials, applying principles of information design, visual hierarchy, and clear language informed by decision and behavioral science to create a more engaging, persuasive poster.
BEFORE
AFTER
Key Changes
Introduced a more eye-catching color scheme to capture attention.
Created immediate clarity with the headline “Your transit discounts are waiting,” using behavioral nudging to invoke ownership and loss aversion, which is effective at motivating action.
Centered the call-to-action in the poster’s focal area for maximum visibility.
Removed redundant information, leaving only the essential details for quick comprehension.
Clearly highlighted the organization’s branding to establish trust and credibility.
Intentional Placement
Through user journey mapping, we identified that Allegheny Go’s reliance on in-person outreach events limited visibility among eligible participants. I suggested putting advertising where the program’s audience already spends time — at bus stops and grocery stores. Since most SNAP-eligible individuals also qualify, positioning materials at cash registers or store entrances would directly reach those most likely to benefit while building trust through visibility in familiar community spaces.
BUS STOPS
To measure effectiveness, I ran an A/B test by placing the original poster at bus stops along one side of a route and the redesigned version on the opposite side. In total, 10 locations were included, allowing us to directly compare engagement between the two designs.
RESULTS
During testing, we discovered that posters at bus stops were taken down after just a few days, which limited how much data we could collect. While this made results inconclusive, the early response still suggested promising potential and highlighted the need to explore more durable or approved advertising channels in the future.
GROCERY STORES
At the client’s request, we did not pursue grocery store advertising during the testing phase due to budget constraints and the need for upper management approval. However, we highlighted this channel as a highly promising opportunity to build visibility and traction in the future.
REFFERAL SYSTEM
"Word of mouth is the most effective form of promotion"
A successful program relies on trust and reputation to attract and retain participants. To strengthen both, we designed a system that rewarded current users while encouraging word-of-mouth promotion.
We proposed a monthly lottery, offering prizes such as a free transit pass or a monetary reward. To enter, participants would need to refer a family member or friend to the program. A lottery referral system allowed us to combined credibility with promotion in one strategy
To better inform our client on how to implement the lottery system, we conducted online surveys targeting a demographic similar to program participants. These surveys measured what prize amounts or transit durations were most motivating, as well as how likely individuals were to sign up with or without the lottery referral incentive.
Literature Review
Experimental Design
To better gauge interest in the program, we launched our survey on Prolific and collected responses from 99 participants.
Demographics:
Gender: 70 Female, 26 Male
Race/Ethnicity: 68 White, 17 Black, 11 Multiracial
Primary Language: 98 English, 1 Non-English
Education: 50 High School Diploma, 13 Associate’s, 24 Bachelor’s
Average Household Income: $45,500
Average Age: 37.5
LOTTERY SYSTEM UTILITY ELICITATION
We created two versions of the survey: one with Allegheny Go’s standard sign-up information, and another that included an additional line highlighting the lottery referral reward system.
Utility elicitation helps determine the value individuals place on incentives. For the Allegheny Go referral system, we’re comparing two types: value of time (e.g., free bus pass) and value of money (e.g., gift card) to identify which maximizes participant engagement.
We asked questions about how they value money and time to build utility model.
Data Collection
After the team organized and cleaned the data, we encountered inconsistent and non-rational results. Typically, users should give increasing inputs (e.g. lottery of 50% $0 and 50% $100, should be valued lower than a lottery that is 50% $50 and 50% $100).
Therefore, we presented our client the surveys that only had rational answers.
Results
LOTTERY SENTIMENT ANALYSIS
Our findings showed that participants were not highly sensitive to incremental changes in reward duration once a baseline level of utility was reached. For example, a six-month pass did not feel significantly more valuable than a five-month pass. Instead, the psychological framing of the reward proved more influential than the exact length. Phrasing the incentive as a “free bus pass” for any moderate period created a strong sense of value, even if the precise duration was not maximized.
The incentive is higher for the sign-ups that indicated there would be a lottery reward.
We then measured how much utility participants would gain from the rewards offered. To make bus passes and monetary rewards directly comparable, we converted the value of a yearly bus pass into a dollar-per-day equivalent.
KEY FINDINGS
The psychological framing of the reward matters significantly.
2+ week rewards are ideal
Above 2+ weeks (~$65), bus pass framing is more efficient
Below 2+ weeks (~$65), monetary framing is more efficient
For the primary demographic of interest, incentive sentiment was more positive for lottery prompt respondents. This indicates a higher likelihood of positive reception and effectiveness of the lottery referral system.
Additionally, free transit passes as the lottery reward incentivize users in a more predictable and cost effective way.
Lottery Referral System Details
Another advantage of the system is its cost-effectiveness. Since Allegheny Go operates as a non-profit, the approach supports smarter fund allocation — ensuring resources are used efficiently while still maximizing participant engagement
REFLECTION
I really enjoyed this Capstone class. It was my first experience working as a consultant, and both Professor Erin Carbone and our TA were invaluable sources of guidance and support. They ensured our deliverables were cohesive and provided thoughtful feedback before each client meeting, which helped us present with confidence.
This project also gave me a deeper understanding of teamwork in a consulting context. Our team came from diverse backgrounds, which broadened our perspective and strengthened the project as a whole. Along the way, we learned how to navigate challenges with task division and team dynamics, ultimately growing into a stronger and more collaborative unit.
Most importantly, I gained practical insights into consulting—managing client expectations, translating research into actionable recommendations, and presenting our work effectively to stakeholders.
Featuring the best jerk chicken I've ever had at the presentation reception <3
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