Tallinn municipal ID-ticket project
The city of Tallinn implemented and launched electronic ticketing, based on the national ID card, for its public transport system, in March 2004. The system features flexible and convenient billing, with users being able to purchase public transport tickets through retail network, by landline or mobile phone, or Internet banking. There are no paper tokens or tickets in the system — the ticket is electronic, and authorized officials can verify each individual’s right to use the public transport using their ID card and mobile verification devices.
My role in the project was twofold. First, I was the technical coordinator for the pilet.ee product website, working with the design agency doing the site frontend and the vendor doing the service backend to integrate all the service components into a convenient, easy-to-use web offering. This required some creative and unorthodox solutions to unexpected implementation challenges that arose and that we had to resolve given the project’s relatively tight schedule. The website continues to operate after four years without significant changes.
Secondly, I worked together with the agency producing the marketing materials for the service (brochures, stickers etc) and with the Tallinn City Government to ensure the smooth launch of the product and ensure the availability of all the product materials at required locations, such as the retail network and public transport vehicles. This involved copywriting, design oversight, quality control and production management, but also specialised training and seminars to people throughout the system, such as retail personnel and ticket inspection officials.
As of 2007, ID-ticket revenue accounts for over 65% of the overall public transport ticket revenue in city of Tallinn. Every day, more that 120,000 persons use the ID-ticket in Estonia.
See more info about ID-ticket at the pilet.ee product website
Photo credit: Pressifoto
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