Define – WINNING ELEMENTS 1993

Description

This “Bus Information Review: Wayfinder Depths” qualitative study, conducted in February 1993 for London Buses, explored how bus users interact with journey information. Through 15 in-depth interviews, it identified that information needs are significantly shaped by personality, knowledge (of the system and geography), skill with maps and timetables, and situational factors. Users were segmented into “Happy-go-lucky” (flexible), “DIY Planners” (detail-oriented), “Helpless Children” (prefer verbal guidance), and “Omnipotent Avoiders” (distrustful, need product simplification). Skill levels defined “lovers,” “phobics,” and “pragmatists” for maps and timetables, with pragmatists being the main target for improved, simpler information. Key recommendations included illuminated bus stop signage, comprehensive route slips, real-time indicators at stops, and named stops with visual displays on buses. The study emphasized that a universal solution is ineffective, advocating for segmented information strategies to better serve diverse passenger needs.