Cain and Lovell – NEW STUDY FINDS THAT IMPROVEMENTS IN TRANSIT SCHEDULE AND MAP DESIGN CAN BOOST CUSTOMER SATISFACTION, REDUCE PRINTING COSTS, AND MAY EVEN INCREASE RIDERSHIP 2008

Description

A CUTR study revealed that only 52.5% of the public could successfully use existing transit schedules and maps, prompting development of a guidebook on designing printed transit information. Fort Collins’ Transfort used this guidance to overhaul its printed materials to address key problems: separate maps and tabular schedules that required flipping, difficulty interpolating times and finding stops/transfers, outdated annual printing, staff resistance, and the need to add four routes without raising costs. Objectives were to increase ridership and comprehension while reducing printing costs. A five-phase process (secure approval, identify changes, design, market test, introduce) produced changes such as placing timing information directly on route maps, adding summary timing headers, using GIS-overlay maps, and consolidating content. Market tests showed strong support (92% for on-map timing, 87% for headers); operators reported fewer complaints. Post-implementation, 65% of respondents rode more and ridership rose 17% in the first seven months of 2008; printing costs fell 26% enabling biannual publication. Recommendations include consulting staff and riders, running a marketing campaign, and conducting further rigorous ridership research.