Breaking Down Barriers to Prepaid Transport Adoption in Mexico
Mobility Company
Mobility & Transportation
Government Affairs
Customer Experience
Innovation
We understand, from the user's perspective, the barriers, fears, and motivations that arise with the implementation of the prepaid system in public transportation.
CONTEXT
In Mexico City (CDMX) and major cities across the country, the experience of traveling by public transport is a primary concern for users, who face various challenges in their daily use of this service.
The general perception of public transportation is shaped by several factors, such as insufficient infrastructure in certain areas, long waiting times, and the sometimes unfriendly interactions between users and drivers, often stemming from issues related to cash payments.
CHALLENGE
The low adoption rate of the prepaid system, which, despite its potential benefits, remains underutilized due to cultural barriers, age differences, lack of trust in its effectiveness, and unequal access to technology among users.
Furthermore, recent service changes have led to shifts in user perceptions, with many approaching the prepaid system with skepticism regarding its quality and reliability.
This is largely dependent on users' familiarity with modern technological processes.
APPROACH
We conducted field research in public transportation systems in CDMX and Aguascalientes to observe how users understand and engage with electronic payment methods.
In-depth interviews with users across different age groups and socioeconomic levels allowed us to delve into their previous experiences, rebuild their trust, and uncover their perceptions and fears. We developed key variables, such as their level of trust in technology and familiarity with prepaid systems.
Additionally, we carried out surveys at high-traffic bus stops and terminals to measure acceptance , usage frequency, and the main barriers users encountered when transitioning to electronic payments, allowing us to validate the qualitative results.
RESULTS
Based on users’ perceptions and experiences, we identified the following key variables that explain the ease and barriers to adopting a prepaid card for public transportation:
+ Convenience and Efficiency: For users, these are key values that support the use of payment cards, enabling seamless transfers between different modes of transport.
+ Economic Control: Users believe the system helps them plan their transportation expenses. However, some prefer to manage their daily spending and view the subscription model as a lack of liquidity.
+ Technological Education: Younger users are more receptive to new payment methods, while older individuals or those less familiar with technology struggle to adapt.
- Flexibility and Availability: Issues with recharge and validation systems at certain stations create frustration for users who are left without access to cash.
