Ventra Vending Machine (VVM) Redesign
Institute of Design x Chicago Transit Authority (CTA)
Tools
InDesign, Illustrator, Photoshop
Solo Project
Role
User Research, Information + Interface Design
Duration
3 weeks
This project reimagines the rider experience of the Ventra Vending Machine (VVM) — a key point of access to Chicago’s public transit system. It reflects my broader interest in using design to improve the legibility, equity, and functionality of urban infrastructure.
These machines are present at every train station (‘L’-stop) across Chicago. No physical alterations could be made to the machine, and the focus was on designing a plate that could be overlaid on the machines.
I focused on developing the following skills:
user research
research synthesis
communication design
content/contextual analysis
visual encoding
Problem Space
In a dense, multimodal transit city like Chicago, ticketing systems are a public interface — not just for daily commuters, but also for tourists, non-English speakers, and those with limited mobility or digital access. The VVM serves as a critical touchpoint for public transit access, yet its design presents usability challenges that impact both frequent and first-time riders.
Research + Analysis
To better understand these challenges, I conducted field observations, intercept interviews, and user journey mapping at CTA stations. This process revealed key areas where riders struggled:
Navigational Uncertainty
Riders often hesitated before engaging with the machine, unsure if they needed to use it or if another payment method was available.
The interface lacked clear hierarchy and emphasis on critical information, such as fare options and payment methods.
Cognitive Load + Decision Fatigue
The machine presents multiple fare-related options (e.g., checking balances, purchasing new cards, adding value) with little guidance on what is most relevant to different users.
Users applied past experiences with vending machines, ATMs, or other transit systems to make assumptions—sometimes leading to errors.
Physical Interaction & Accessibility Gaps
The positioning of input methods (card slot, tap area, and cash input) created inefficiencies, forcing users to shift attention across different locations.
Ticket/card retrieval occurred at a low position, often overlooked despite a flashing light indicator.
How might we…
make it immediately clear whether a rider needs to use the machine?
create a more intuitive flow that helps riders confidently navigate fare selection & payment?
reduce decision fatigue by prioritizing and sequencing information based on user intent?
clarify the differences between Ventra card usage, one-time tickets, and transit passes to prevent confusion?
The New Experience
The redesign improves wayfinding, information hierarchy, and transaction flow to make the VVM more intuitive and efficient for all users. The key improvements focus on better decision-making support, seamless step-by-step interactions, and a visually structured interface that aligns with riders’ mental models.
Information Panel
Information Architecture & Visual Hierarchy
Two clear sections: “Use Machine” & “Skip Machine”
Riders immediately understand whether they need to interact with the machine or can use a contactless payment option
A bright orange “Skip Machine” section contrasts against the machine’s blue color, drawing attention to alternative payment methods like Apple Pay, Google Pay, and tap-to-pay cards
Fare Options Structured for Different Rider Needs
Infographic-style layout presents Ventra ticket and card options separately, allowing infrequent and frequent riders to quickly identify their best choice and reduce decision fatigue
The most critical information—how long each fare is valid and whether it’s shareable—is clearly highlighted for better decision-making
Full Machine
Guidance for Special Fare Groups
Special fares groups are directed to see a CTA agent with a promoted section, preventing failed transactions and confusion
Clarified Three-Step Process
The redesigned machine follows a structured, step-by-step transaction flow, ensuring riders know exactly what to do at each stage
The “Select, Pay, Collect” sequence is visually emphasized with large, numbered labels, creating an intuitive process that reduces hesitation and user error
Color-Coding for Wayfinding
A progressive blue gradient creates a clear visual path from top to bottom, guiding riders naturally through the transaction.
Each functional area—selection, payment, and ticket retrieval—is distinctly marked, allowing users to anticipate their next action without confusion.
Visibility of Key Features
Important elements, such as payment methods, the no-change policy, and the audio assistance feature, are clearly labeled to reduce uncertainty.
The ticket retrieval slot is visually emphasized, ensuring that riders don’t forget to collect their card or receipt before leaving.
Reflections
This project deepened my interest in how design can impact how citizens interact with the public services & systems. I’m especially drawn to projects where design improves public infrastructure to make everyday interactions with cities more seamless, inclusive, and empowering.
There is sometimes a desire to give people all the information we think they need, but in reality, too much can lead to decision-fatigue. Effective communication design deals with complexity of information and makes it understandable for the audience you need — in this case, anyone using public transit.