fd2s/Cap Metro

Our client, fd2s, a brand communications and environmental design firm, was hired by the Capital Metropolitan Transportation Authority (Cap Metro) of Austin, Texas to explore best practices in mass transit signage, maps, and general wayfinding systems. While fd2s was extremely savvy and experienced in the type of design work required for this effort, they needed specialized expertise to understand what makes for a good transit experience; one that was used through desire rather than necessity, and one that overcame prejudices and negative connotations of public transportation. They reached out to Matter.

Matter developed a plan that would quickly and effectively accomplish the task by studying a U.S. transit system with the highest level of regard for its wayfinding and also study the target transit system as a compare and contrast exercise. Armed with our mobile ethnography kits, we spent time shadowing commuters on trains, buses and standing at transit stops with other mass transit riders. This observation gave us the understanding of how the systems of finding out where one is going and how one gets there work together. We explored different modes, or ways people ride (commuter, errands, special occasions, etc.).

We also went deeper – Why do people chose to ride [especially when they have alternatives (cars)? What value or benefit does the transit system provide riders? How do riders decide when to use the transit system? What makes for a good ride and, more importantly, what doesn’t? We got to the tactical stuff too; What are their concerns about security? What system coverage, price points, and schedules are they seeking?

It was important to discover more than just wayfinding information. We needed elements that would help with place-making. Not only did people want to navigate through a transit system quickly and easily, but they also wanted an environmental experience that was pleasant, enjoyable, and even memorable.

Using the findings from our research, fd2s was able to deliver a prioritized list of guidelines and best practices with recommendations for expanding the transit system. The guidelines and recommendations were informed by our field research and concluded with rider profiles that classified each rider type and identified their reasons for riding or not riding, activities, perceptions of transit, expectations, and barriers.

fd2s was able to make their client extremely happy and win subsequent work. The ultimate client, Cap Metro, received a volume of quantitative research which provided them with a view they never had before. It also gave them a new benchmark from which to work. They are planning on adding light rail trains and this information will inform decisions about rail routes, station locations, fares, and schedules.