Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
JANUARY 15, 2026
Subject
SUBJECT: PUBLIC FACING MOBILE APP
Action
ACTION: AWARD CONTRACT
Heading
RECOMMENDATION
Title
AUTHORIZE the Chief Executive Officer to award a firm fixed price Contract No. PS129614000 to Moovit, Inc. for the public facing mobile app in the amount of $4,350,000 for the four-year base period, and $400,000 for the one-year option term, for a total amount of $4,750,000, subject to the resolution of any properly submitted protest(s), if any.
Issue
ISSUE
Staff are seeking the Board’s approval to award a contract to provide a pre-existing mobile application that can be rebranded and offered under the Metro name.
The app will enable the integration and phased consolidation of Metro’s existing mobile applications. This award is in support of Metro’s Customer Experience vision, which includes providing a mobile app that creates a consistent, accurate, and intuitive digital experience for customers to plan and pay for their trips and communicate with Metro along their journey.
Background
BACKGROUND
Faced with multiple unconnected Metro mobile applications (also referred to as apps), on November 17, 2022 the Board approved Motion 46 by Directors Krekorian, Garcetti, Barger, Najarian, Sandoval, and Mitchell that directed staff to report back on the potential consolidation of all of Metro’s phone applications (including Bike Share, Metro Micro, TAP app, rail information, parking availability at Metro lots, Metro Transit, Transit Watch, etc.).
On March 16, 2023, staff reported that a cross-functional team from Customer Experience, Information and Technology Services, Strategic Innovation, Operations, and TAP convened and conducted initial research. This research demonstrated the challenges in consolidating Metro’s mobile apps and recommended further customer research to refine the proposed solution. The team found the following:
1. Metro’s current landscape of mobile applications and mobile-accessible channels is complex. There are currently six customer-facing mobile apps as well as eight customer channels (e.g., trips.metro.net, book.metro.micro.net, metro.net, taptogo.net, customer contact form) accessible on mobile phones via the web.
2. Metro’s mobile applications are operated by seven departments across the agency. Some applications are maintained by vendors, and others function as revenue share programs, which complicates a holistic financial analysis.
3. The viability of consolidation involves many considerations. There are technical data-related questions to address, such as standardizing data and ensuring API access. Additionally, procurement and funding aspects will be important to understand, such as contract restrictions and timing, proprietary technologies involved in any Metro applications, and financial agreements with third-party application partners.
4. Any solution proposed by Metro for consolidation will rely heavily on understanding users and incorporating flexibility. Challenges faced by many transit agencies in creating and managing mobile apps include the fast-paced nature of technology, which can shorten an app’s lifespan unless it is continuously updated, and difficulties integrating data and functionality between the public and private sectors.
On June 10, 2024, staff returned to the Board with a recommended path to consolidation guided by a vision to create a consistent, accurate, and intuitive digital experience where customers can pay, plan, and communicate across Metro’s services. Based on staff’s current state assessment, industry trends, and existing customer research, staff identified three core mobile app functions (trip planning, fare payment, and communication) necessary for customers to navigate the Metro bus/rail system using their mobile device to serve as the Core Mobile App Rider Experience. Prioritizing improving the Core Mobile App Rider Experience on Metro bus/rail will have the largest and most immediate impact on the mobile customer experience. It will also establish a base that will make it easier to integrate other Metro features and services (e.g., parking, bikeshare, Micro).
As reported, staff recommended a phased approach centered on procuring a market-ready mobile app from a vendor that delivers trip planning, payment, and communication as core functions. The phased approach would focus on gradual integration of key features first and then move into long-term consolidation as technically and contractually feasible with Metro’s existing mobile apps. A phased approach to implementing a consolidated mobile app allows the agency to transition strategically while minimizing disruption to customers and ongoing operations. By first establishing a new core application as the foundation, the agency can ensure that essential features are stable, accessible, and aligned with customer needs before expanding functionality. This method provides the necessary flexibility to manage risks, address technical challenges early, and maintain continuity across existing services. It also allows teams to validate performance and user experience at each step, ensuring the consolidated app evolves with intention rather than forcing premature or disruptive changes.
Discussion
DISCUSSION
Metro currently operates multiple disconnected mobile apps, creating a fragmented and confusing experience for customers trying to access basic information and services. With 71% of Metro customers owning a Smartphone*, improving Metro’s mobile app experience is critical because it directly affects how easily customers can plan trips, pay fares, and communicate with the agency - all essential moments in the customer journey. The effort to unify Metro’s customer-facing mobile applications is particularly significant as Los Angeles prepares for high-profile mega-events like FIFA World Cup this year, the 2027 Super Bowl, and the 2028 Olympic and Paralympic Games. While the existing Metro apps each serve a unique purpose, they create a disjointed experience for Metro riders, require multiple logins, accounts and payment methods, and limit multi-modal connectivity.
The Request for Proposal (RFP) sought an experienced transit mobile app vendor with a proven, market-ready solution that specializes in trip planning, payments, communication and multimodal features, that can be configured to meet Metro’s specific needs. By selecting a white-label, market-ready app solution, Metro can accelerate the delivery of a streamlined, user-friendly app while partnering with a vendor capable of ongoing innovation. The new app will serve as Metro’s core mobile platform and provide a scalable foundation for integrating additional services such as Metro Micro, Bike Share, Transit Watch and Parking.
Metro staff incorporated Motion 46’s intent into the RFP by emphasizing the need for an improved, user-friendly consolidated application that enhances direct communication between Metro and its customers, supports multimodal services, and prepares Metro for major events. To meet these goals, Metro staff included key features such as a user-friendly interface, opportunities for revenue generation by marketing Metro services, two-way communication that allows customers to rate and comment on their ride experience, customer suggestions for service improvements, targeted communications about fare programs, events, and service changes, as well as integrated trip planning. In alignment with these requirements, the competitively selected vendor already provides many of these features as part of its core platform.
Furthermore, this procurement sought a vendor that is committed to continuous improvement, informed by user experience research and customer feedback. Through this effort and selection, Metro will deliver a more consistent, reliable, and intuitive mobile experience for its customers.
The planned phased delivery of Metro’s mobile app is outlined below:
• Launch version one of the Metro branded mobile app focused on trip planning and communication by May 2026, in time for the FIFA World Cup.
This includes the following:
o Accessibility - functions ensuring the app is usable by people with disabilities, including multi-lingual, screen reader compatibility, visual contract, caption and haptics, and universal design standards.
o Booking & Payment - provide customer information and education on fare payment methods including digital wallets, open payment, and TAP.
o Communication - functions related to notifications, alerts, customer messaging, service updates, and two-way communication; this includes both customizable messages as well as messages pushed through Metro’s public transit data feeds.
o Trip Taking - functions for trip planning, real-time information, multimodal options, and in-app navigation, including regional providing information for regional transportation agencies as available.
• After the initial launch, Moovit, Inc., Metro’s current app vendors, Metro staff, and the mobile app project manager will work together to gradually integrate functionality from existing Metro apps based on feasibility, customer priorities, and Moovit, Inc.’s work plan. Decisions regarding full consolidation or discontinuation of legacy apps will be made collaboratively throughout this process.
These features may include:
o Booking & Payment - Full integration with the TAP fare collection and account based systems, implemented according to vendor readiness and technical requirements.
o Account Integration - When Metro chooses to implement a unified Customer Relationship Management (CRM) system, the Contractor will be required to develop and implement a seamless process for transitioning existing Metro customer accounts to a new, unified Metro or TAP account database. This transition aims to facilitate a more integrated, user-friendly customer experience across all Metro services and apps (BikeShare, Micro, Parking, Transit Watch etc.)
o Trip Taking: Ability to create, develop, or integrate with Metro's existing incentives/rewards programs and/or integrate gamification to encourage ridership.
o Communication: Ability to in-app live chat with Metro Customer Care.
*Fall 2024 On-Board Customer Satisfaction Survey
Determination_Of_Safety_Impact
DETERMINATION OF SAFETY IMPACT
Contract award will link to and ultimately integrate with Metro’s Transit Watch App, Metro’s safety reporting mobile app. Additional in-app safety features include the ability to provide safety and major service disruption banners and notifications, an emergency 911 button, and ability to share real-time location along a route with family and friends.
Financial_Impact
FINANCIAL IMPACT
The FY26 Budget includes $1,800,000 in Cost Center 2012, Customer Experience Strategy, under Project 306005, Public Affairs.
Since this is a multi-year contract, the cost center manager, the respective project manager, and the Chief Customer Experience Officer will be responsible for budgeting the cost in future years, including any option exercised.
Impact to Budget
The sources of funding are operating eligible local resources, which could be used for eligible bus and rail operating and capital expenses.
Equity_Platform
EQUITY PLATFORM
The Metro public facing mobile app procurement directly supports the “Focus & Deliver” pillar of the Equity Platform by improving access to essential transit information and services for all riders. This effort benefits every Metro customer who uses a mobile device, with a specific emphasis on making the experience simpler, more inclusive, and easier to navigate for riders who face language, accessibility, or technology barriers. Nearly 50% of our ridership earns below $15,000. The Fall 2024 On-Board Customer Satisfaction Survey found the following breakdown of customers who have Smartphones based on level of income, demonstrating a majority of customers will benefit from this procurement:
• 56.8% of customers earning under $5,000 own a Smartphone
• 57.4% of customers earning $5,000 - $9,999 own a Smartphone
• 71.4% of customers earning $10,000 - $14,999 own a Smartphone
The app’s requirements prioritize accessibility by offering all Metro-supported languages, applying universal and inclusive design standards, and allowing users to set personalized accessibility preferences for trip planning, such as step-free routes and reduced walking distances. By providing a high-quality, transit-centered digital experience at no cost and without advertising, the app removes common barriers found in third-party platforms and ensures equitable access to reliable, multimodal trip planning and service information for all Metro customers.
Vehicle_Miles_Traveled _Outcome
VEHICLE MILES TRAVELED OUTCOME
VMT and VMT per capita in Los Angeles County are lower than national averages, the lowest in the SCAG region, and on the lower end of VMT per capita statewide, with these declining VMT trends due in part to Metro’s significant investment in rail and bus transit.* Metro’s Board-adopted VMT reduction targets align with California’s statewide climate goals, including achieving carbon neutrality by 2045. To ensure continued progress, all Board items are assessed for their potential impact on VMT.
As part of these ongoing efforts, this item is expected to contribute to further reductions in VMT. This item supports Metro’s systemwide strategy to reduce VMT through customer experience activities that will benefit and further encourage transit ridership, ridesharing, and active transportation. Metro’s Board-adopted VMT reduction targets were designed to build on the success of existing investments, and this item aligns with those objectives.
*Based on population estimates from the United States Census and VMT estimates from Caltrans’ Highway Performance Monitoring System (HPMS) data between 2001-2019.
Implementation_of_Strategic_Plan_Goals
IMPLEMENTATION OF STRATEGIC PLAN GOALS
As Metro continues to cultivate a customer-centric digital experience, the public facing mobile app procurement supports the following strategic plan goals:
• Goal #1: Invest in a world-class transportation system that is reliable, convenient, and attractive to more users to more trips.
• Goal #2: Deliver outstanding trip experience for all users of the transportation system.
Alternatives_Considered
ALTERNATIVES CONSIDERED
The Board may elect not to approve the recommendation. The other alternatives considered are:
1) Maintain status quo and continue with separate apps. This option does not support the initial Board Motion and is not recommended because it would continue Metro’s fragmented and confusing customer experience, requiring riders to switch between apps for basic functions like trip planning, fares, and service information. It does not support Metro’s goal of providing a unified, customer-centered digital experience.
2) Issue change orders to one of Metro’s existing mobile app vendors. This option does not support the initial Board Motion and is not recommended because Metro’s current vendors provide specialized, limited-scope services. Expanding their scope through change orders increases risk, cost, and vendor lock-in without guaranteeing the capabilities needed. The competitive procurement process allowed staff to see the breadth and depth of current transit tools, capabilities, and vendors in the marketplace.
3) Develop a custom mobile app in-house or with contractors. This option is not recommended at this time because it would require significant staffing resources, technical expertise, and a longer development timeline, delaying benefits to customers. It would also introduce higher risk and ongoing maintenance and support burdens compared to a proven white-label solution.
Next_Steps
NEXT STEPS
Upon Board approval, staff will execute Contract No. PS129614000 with Moovit, Inc. for the public facing mobile app and the intent is to launch the first iteration of the app in time for the 2026 FIFA World Cup.
Attachments
ATTACHMENTS
Attachment A - Board Motion
Attachment B - Procurement Summary
Attachment C - DEOD Summary
Prepared_by
Prepared by: Lauren Deaderick, Senior Director, Customer Experience (213) 922-4667
Rochelle Chavez, Senior Manager, Information Technology Services (213) 922-7291
John Gordon, Deputy Executive Officer, Customer Experience (213) 922-2290
Carolina Coppolo, Deputy Chief, Vendor/Contract Management Officer (213) 922-4471
Reviewed_By
Reviewed by:
Jennifer Vides, Chief Customer Experience Officer, (213) 922-4060
Arnold Hackett, Senior Advisor to CEO, (213) 922-7447
