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TRANSCRIPT
PERFECTING The Passenger Experience
Selena Barlow
Spring 2011
What is the
Passenger
Experience?
Passenger
Experience Everything the customer
experiences when they
use, or try to use, transit.
Passenger Information
Bus Stop
Fare Payment
Bus Operator Interaction
On-the-bus Experience
Transferring
Returning
Test Your Passenger
Experience Ride the bus as a
passenger.
A lot!
Talk to other people who
ride.
Recruit first time riders and
track their experiences.
What are new riders
comparing you to?
Driving is
Mindless
What are new riders
comparing you to?
Using Transit
Requires
Thinking
Passenger
Information On Line
Phone
The
Directions for
Using Our
Product
Most potential
new riders say
they would look for
transit info on line.
Will getting transit
info be as easy as
getting driving
directions?
Current and
potential
passengers should
be the primary
audience for your
website.
On-line Information Make it easy for new riders
Trip Planner
Transit
http://maps.google.com/maps?hl=en&tab=wl
On-line Information Make it easy for new riders
Trip Planner
Interactive System Map
The Big
Picture
Interactive
Graphic Map
On-line Information Make it easy for new riders
Trip Planner
Interactive System Map http://pt.berkeley.edu/bear_transit/map.php?route_checked=north
http://ride.trimet.org/
On-line Information Make it easy for new riders
Trip Planner
Interactive System Map
Schedules that are
Easy to read on screen
Accessible to screen readers
Easy to print out
Easy to download to a smart
phone
On-line Information Make it easy for new riders
Trip Planner
Interactive System Map
Schedules that are
Easy to read on screen
Accessible to screen readers
Easy to print out
Easy to download to a smart
phone
Real Time Information http://www.cumtd.com/
On-line Information Make it easy for new riders
Trip Planner
Interactive System Map
Schedules that are
Easy to read on screen
Accessible to screen readers
Easy to print out
Easy to download to a smart
phone
Real Time Information http://www.trimet.org
On-line Information Make it easy for new riders
Trip Planner
Interactive System Map
Schedules that are
easy to read on screen
easy to print out
easy to download to a smart
phone
First time rider tips that are
quick and to the point
There are times and
customers where
printed information
is what’s needed.
Printed Information
Designed with passenger’s
needs in mind
Easy to understand
Accurate and up-to-date
Easily available
Attractive
Design for Your Rider
All-in-one guide vs
individual schedules
What a rider needs to plan
a trip
You don’t need to tell them
everything, everywhere
Make it Easy
If they can’t read the map, they probably won’t ride the bus or train.
Make It Easy
Make it Easy
MAPS
Use legible type sizes
Color code routes &
schedules
Show landmarks and
destinations
Show bus stops and
transfer points
Detail maps
Make it Easy
SCHEDULES
Numbered Bus stops to
relate map and schedule
Color coding for easy
reference
Schedules adjacent to map
for easy reference
Clockface headways
Instructions for reading the
schedule
Make it Easy
SCHEDULES
Numbered Bus stops to
relate map and schedule
Color coding for easy
reference
Schedules adjacent to map
for easy reference
Clockface headways
Detail maps
Instructions for reading the
schedule
Information by
Phone Make the phone number
easy to find At the bus stop
On the vehicle
On the website
In the guide
In the phone book (white & yellow pages)
Make sure phone tree options are clear
Is there a way to get a “real person” when things don’t go as planned?
Once they’ve
planned their trip
and head for the
bus stop…
What will they find at
the bus stop? Signage
Information
Amenities
Unsigned flag stops
are not bus stops
…they are wishful
thinking.
Bus Stop Signage
Dual Function
Permanent advertising
• 365 day visibility
• Bus service is available
Basic information tool
• Location of Stop
• Contact Information
Sometimes just a
sign at the stop isn’t
enough
Two
cautionary
tales
Bus Stop Signage
Supplemental way-finding
signage may be needed for
major or hard to find stops
Information at the
Stop Limited
Route Number
Route Destination
Hours/Frequency of Service
Expanded
Route Map
System Map
Schedule
Real Time Information
Information at the
Stop Limited
Route Number
Route Destination
Hours/Frequency of Service
Expanded
Route Map
System Map
Schedule
Real Time Information
Information at the
Stop Limited
Route Number
Route Destination
Hours/Frequency of Service
Expanded
Route Map
System Map
Schedule
Real Time Information
Information at the
Stop Limited
Route Number
Route Destination
Hours/Frequency of Service
Expanded
Route Map
System Map
Schedule
Real Time Information
Information at the
Stop Limited
Route Number
Route Destination
Hours/Frequency of Service
Expanded
Route Map
System Map
Schedule
Real Time Information
Information at the
Stop Limited
Route Number
Route Destination
Hours/Frequency of Service
Expanded
Route Map
System Map
Schedule
Real Time Information
Information at the
Stop Limited
Route Number
Route Destination
Hours/Frequency of Service
Expanded
Route Map
System Map
Schedule
Real Time Information
Information at the
Stop Limited
Route Number
Route Destination
Hours/Frequency of Service
Expanded
Route Map
System Map
Schedule
Real Time Information
Bus Stop Amenities
Bus shelters are often the
service improvement most
desired by potential riders.
Bus Stop Amenities
Bus shelters are often the
service improvement most
desired by potential riders.
Bus Stop Amenities
Bus shelters are often the
service improvement most
desired by potential riders.
Bus Stop Amenities
Bus shelters are often the
service improvement most
desired by potential riders.
Bus Stop Amenities
Bus shelters are often the
service improvement most
desired by potential riders.
Bus Stop Amenities
Bus shelters are often the
service improvement most
desired by potential riders.
It’s a shelter, but is it a bus stop?
Bus Stop Amenities
Bus shelters are often the
service improvement most
desired by potential riders.
Other amenities that matter
Lighting
Security
Seating
Trash receptacles
Vending
Now the bus arrives
and they get on…
Fare Payment
Many fear being
embarrassed.
How can we make it easier,
less scary?
Clearly communicate fares &
acceptable currency
Advance sale of tickets and
passes
On-line sale of fare media
Acceptance of credit/debit
cards
Smart cards
Fare Payment
Many fear being
embarrassed.
How can we make it easier,
less scary?
Clearly communicate fares &
acceptable currency
Advance sale of tickets and
passes
On-line sale of fare media
Acceptance of credit/debit
cards
Smart cards
Fare Payment
Many fear being
embarrassed.
How can we make it easier,
less scary?
Clearly communicate fares &
acceptable currency
Advance sale of tickets and
passes
On-line sale of fare media
Acceptance of credit/debit
cards
Smart cards
On the Bus
Driver interaction
Courtesy
Helpfulness
On the Bus
Driver interaction
Courtesy
Helpfulness
Comfort/cleanliness
Stop announcements
Useful for visitors and first
time riders, as well as
persons with disabilities
On the Bus
Driver interaction
Courtesy
Helpfulness
Comfort/cleanliness
Stop announcements
Useful for visitors and first
time riders, as well as
persons with disabilities
Informative, friendly
signage
On the Bus
Driver interaction
Courtesy
Helpfulness
Comfort/cleanliness
Stop announcements
Useful for visitors and first
time riders, as well as
persons with disabilities
Informative, friendly
signage
Transferring is scary
– how can you
make it easier?
Transferring is scary
– how can you
make it easier?
Transferring is scary
– how can you
make it easier?
One of the
greatest fears
among potential
riders
Clear bus stop
signage
Way finding tools
Passenger
friendly transfer
policies
Transferring is scary
– how can you
make it easier?
What else can we
do to keep them
coming back?
Engagement
Website Enrollment &
Feedback
Engagement
Website Enrollment &
Feedback
Mobile Apps & Alerts
Engagement
Website Enrollment &
Feedback
Mobile Apps & Alerts
Social Media
YouTube
Blog
Engagement
Website Enrollment &
Feedback
Mobile Apps & Alerts
Social Media
YouTube
Blog
Engagement
Website Enrollment &
Feedback
Customized Alerts
Social Media
YouTube
Blog
Engagement
Website Enrollment &
Feedback
Customized Alerts
Social Media
YouTube
Blog
Engagement
Website Enrollment &
Feedback
Customized Alerts
Social Media
YouTube
Blog
Customized E-Bus Book
Support
Guaranteed Ride Home
Prepaid Programs
Colleges, Employers,
Neighborhoods, Apartment
Complexes
Employer Subsidy
Tax Free Transit Benefit that
employers can offer their
employees
Up to $230 per month
All Federal Government
Employees receive this benefit
A more academic
approach…
Zen in the Art of Travel Behavior: Using Visual Ethnography to Understand the Transit Experience
1. Riders define the spatial and temporal boundaries of
their trips in different ways.
2. The physical elements of transit systems and
surrounding areas are salient to users.
3. System legibility and wayfinding features can greatly
facilitate or complicate transit trips.
4. People are aware of the social aspects of their transit
journeys.
www.its.ucla.edu/uclatransitphotos
Adopt a passenger
perspective. View issues from the
passenger’s point of view.
Make decisions to increase
passenger ease and
satisfaction (rather than for
the system’s convenience).
See the customer as our
reason for being, not as
“the enemy.”
Perfect Your
Passenger Experience
Passenger Information
Bus Stop
Fare Payment
Bus Operator Interaction
On-the-bus Experience
Transferring
Engagement
Support
Passenger Perspective
Selena Barlow
selenabarlow@ transitmarketing.com