Redesigning the Public Transportation System of a Major City Using Design Thinking Audience: City planners, transportation authorities, and stakeholders involved in public transportation system redesign and improvement. Introduction Public transportation is a lifeline for urban areas, facilitating the daily commutes of millions and impacting the overall quality of life in a city. However, as cities grow, their public transportation systems often struggle to keep pace with the increasing demands and diverse needs of their users. To address this challenge, we will use the Design Thinking methodology to redesign the public transportation system in a major city. This methodology, known for its user-centric approach, comprises five stages: Empathize, Define, Ideate, Prototype, and Test. Each stage will be explored in-depth, ensuring a comprehensive understanding and effective solution. 1. Empathize Objective: Understand the experiences, needs, and challenges faced by users of the current public transportation system. Methods: • • • • • Observation: Spend time in various public transportation hubs, observing the flow of traffic, how people use the system, and the challenges they face. Interviews: Conduct in-depth interviews with a diverse range of users, including daily commuters, occasional users, elderly, disabled, students, and tourists. Surveys: Distribute surveys both online and offline to gather quantitative data on user satisfaction, pain points, and suggestions for improvement. Shadowing: Follow users through their journeys to gain firsthand insight into their experiences. Workshops: Hold workshops with stakeholders, including transport authorities, drivers, and maintenance staff, to understand operational challenges. Findings: • Accessibility Issues: Many users, especially the elderly and disabled, find it difficult to navigate the current system due to a lack of ramps, elevators, and clear signage. • • • • • Overcrowding: Peak hours see severe overcrowding, leading to an uncomfortable and sometimes unsafe experience. Inconsistent Scheduling: Buses and trains often run late, and schedule information is not always accurate or easily accessible. Payment System: The current payment system is outdated and inconvenient, requiring exact change or a specific card. Safety Concerns: There are concerns about safety, especially at night, due to insufficient lighting and security presence. Cleanliness: Issues with cleanliness and maintenance detract from the user experience. Personas: Based on the findings, several user personas were developed to represent the diverse needs of the system's users. 1. Daily Commuter: John, a 30-year-old office worker who uses public transport daily to get to work. Needs reliability and punctuality. 2. Occasional User: Sarah, a 45-year-old who occasionally uses public transport for shopping and social visits. Needs clarity and convenience. 3. Elderly Passenger: Mr. Smith, a 70-year-old retiree who struggles with accessibility issues. Needs easier navigation and more seating. 4. Student: Emma, a 20-year-old university student who relies on public transport to get to classes and part-time work. Needs affordability and safety. 5. Tourist: Alex, a 35-year-old tourist unfamiliar with the city’s public transport. Needs clear information and an easy-to-use payment system. 6. Parent with Young Children: Maria, a 35-year-old mother of two, who finds it challenging to navigate the system with a stroller and young children. Needs ease of movement and safety. 2. Define Objective: Clearly articulate the core problems and needs identified in the Empathize stage to guide the design process. Problem Statement: "Commuters in our city need a more accessible, reliable, and safe public transportation system that accommodates diverse needs and provides a comfortable and efficient travel experience." Key Issues: 1. Accessibility: Insufficient infrastructure for the elderly, disabled, and parents with young children. 2. 3. 4. 5. 6. Reliability: Inconsistent schedules and overcrowding during peak hours. Convenience: Outdated and inconvenient payment systems. Safety: Concerns about safety, especially at night. Information: Lack of clear and real-time information for users. Cleanliness: Maintenance and cleanliness issues detract from user satisfaction. Needs: 1. 2. 3. 4. 5. 6. Accessible Infrastructure: More ramps, elevators, and priority seating. Real-Time Information: Accurate and easily accessible schedule information. Smart Payment System: Unified, contactless payment system. Improved Safety Measures: Better lighting, security presence, and emergency response. Cleanliness and Maintenance: Regular and efficient maintenance routines. User-Friendly Design: Clear signage, intuitive navigation, and user education programs. 3. Ideate Objective: Generate a wide range of ideas to address the defined problems and needs. Brainstorming Session: • • • • • • • • Smart Payment System: Implement a unified, contactless payment system that can be used across all modes of transport. Real-Time Tracking and Updates: Develop an app and digital displays at stations for real-time tracking and schedule updates. Enhanced Accessibility: Install more ramps, elevators, and designated seating for elderly and disabled passengers. Flexible Scheduling: Increase frequency during peak hours and ensure adherence to schedules. Improved Safety Measures: Install better lighting, CCTV cameras, and increase the presence of security personnel. Cleanliness Initiatives: Regular cleaning schedules, more waste bins, and awareness campaigns. User-Friendly Design: Clear, multilingual signage, and intuitive navigation aids. Interconnectivity: Develop a hub-and-spoke model for easy transfer between transportation modes, unified ticketing system, coordinated schedules, and first/last mile connectivity. Selected Ideas: 1. Unified Smart Payment System: A contactless card and mobile payment app. 2. Real-Time Information System: Digital displays and a mobile app providing real-time updates. 3. 4. 5. 6. Accessibility Enhancements: More ramps, elevators, and priority seating. Dynamic Scheduling: Flexible scheduling based on real-time demand. Enhanced Safety Protocols: Better lighting, CCTV coverage, and security presence. Cleanliness and Maintenance: Regular cleaning schedules and effective waste management. 7. User-Friendly Design: Clear signage, user guides, and customer service kiosks. 8. Interconnected Transportation Network: Hub-and-spoke model with major hubs, coordinated schedules, and unified ticketing. 4. Prototype Objective: Create tangible representations for selected ideas to test and refine. Prototypes: 1. Smart Payment System: o Develop a prototype of the contactless card and mobile app. o Test the system with a small group of users. 2. Real-Time Information System: o Set up digital displays at key stations. o Develop a beta version of the mobile app with real-time tracking features. 3. Accessibility Enhancements: o Install ramps and elevators at selected stations. o Designate priority seating areas and test with elderly and disabled users. 4. Dynamic Scheduling: o Implement a trial run of flexible scheduling on a few bus and train routes. o Monitor and adjust based on demand. 5. Enhanced Safety Protocols: o Increase lighting and CCTV cameras at a few stations. o Deploy additional security personnel during peak hours. 6. Cleanliness and Maintenance: o Implement a new cleaning schedule and increase the number of waste bins. o Monitor cleanliness levels and user satisfaction. 7. User-Friendly Design: o Install clear, multilingual signage and interactive information kiosks. o Develop user guides and training for customer service staff. 8. Interconnected Transportation Network: o Develop a hub-and-spoke model layout. o Create major transportation hubs with easy transfer between buses, trains, trams, and bicycles. o Coordinate schedules for minimal wait times and seamless transfers. o Implement a unified ticketing system across all modes of transport. Detailed Prototyping Steps: 1. Unified Smart Payment System: o Design: Create a contactless payment card and develop a mobile app that integrates various payment methods, including credit/debit cards and mobile wallets. o Integration: Collaborate with banks and payment processors to ensure seamless transactions. o User Testing: Conduct user testing with a small group of daily commuters, occasional users, and tourists. Collect feedback on usability, convenience, and any technical issues. 2. Real-Time Information System: o Design: Develop digital displays for bus stops and train stations that show realtime arrival and departure information. Create a mobile app that provides the same information, along with route planning and notifications. o Deployment: Install digital displays at a few key locations and release the beta version of the app to a select group of users. o User Testing: Collect feedback on the accuracy of information, ease of use, and any technical issues. 3. Accessibility Enhancements: o Design: Design ramps and elevators that meet accessibility standards. Ensure priority seating areas are clearly marked and easily accessible. o Installation: Install the ramps and elevators at selected stations. Clearly mark priority seating areas. o User Testing: Invite elderly and disabled users to test the new installations. Gather feedback on ease of use and any improvements needed. 4. Dynamic Scheduling: o Design: Create a scheduling system that adjusts in real-time based on passenger demand and traffic conditions. Use data analytics to predict peak times and adjust frequencies accordingly. o Implementation: Roll out the new scheduling system on a few bus and train routes. Use existing data to make initial adjustments and continue to monitor and refine. o User Testing: Collect feedback from users on wait times, overcrowding, and overall satisfaction with the new schedules. 5. Enhanced Safety Protocols: o Design: Develop a comprehensive safety plan that includes better lighting, CCTV coverage, and increased security presence. Include emergency response protocols. o Implementation: Increase lighting and CCTV cameras at a few key stations. Deploy additional security personnel during peak hours. o User Testing: Collect feedback on users' sense of safety and any incidents that occur. Monitor and adjust based on feedback and incident reports. 6. Cleanliness and Maintenance: o Design: Develop a new cleaning schedule and waste management plan. Install more waste bins and create awareness campaigns for cleanliness. o Implementation: Roll out the new cleaning schedule and waste management plan. Increase the number of waste bins in stations and on vehicles. o User Testing: Monitor cleanliness levels and user satisfaction through surveys and observation. Adjust cleaning schedules and waste management as needed. 7. User-Friendly Design: o Design: Design clear, multilingual signage and interactive information kiosks. Develop user guides and training programs for customer service staff. o Installation: Install signage and kiosks at key locations. Train customer service staff on the new systems and user guides. o User Testing: Collect feedback from diverse user groups, including tourists and non-native speakers, on the clarity and usefulness of the signage and kiosks. 8. Interconnected Transportation Network: o Design: Develop a hub-and-spoke model layout. Create major transportation hubs with easy transfer between buses, trains, trams, and bicycles. o Installation: Implement the hub-and-spoke model at key locations. Ensure coordinated schedules for minimal wait times and seamless transfers. Integrate the unified ticketing system across all modes of transport. o User Testing: Conduct pilot testing at selected hubs. Involve a diverse group of users, including proxies for elderly and disabled users, to test the interconnectivity features. Gather feedback through surveys, interviews, and focus groups. Monitor and adjust based on user feedback and pilot testing results. 5. Test Objective: Evaluate the effectiveness of the prototypes and gather user feedback to refine the solutions. Methods: • • • • Pilot Testing: Implement the prototypes in a limited area or on select routes and gather user feedback. Surveys and Interviews: Collect feedback from users through surveys and interviews to understand the effectiveness and areas for improvement. Focus Groups: Conduct focus groups with different user personas to discuss their experiences and suggestions. Data Analysis: Monitor usage data, incident reports, and user satisfaction metrics. Detailed Testing Steps: 1. Unified Smart Payment System: o Pilot Testing: Introduce the contactless card and mobile app in a specific area. Track usage and transaction success rates. o Surveys and Interviews: Gather feedback from users about the ease of use, convenience, and any issues faced. o 2. 3. 4. 5. 6. Focus Groups: Discuss with users to understand their experiences and identify areas for improvement. o Iteration: Address any technical issues and integrate user feedback to enhance the system. Real-Time Information System: o Pilot Testing: Implement digital displays and the mobile app in a limited number of locations. Monitor the accuracy of real-time information. o Surveys and Interviews: Collect feedback on the clarity, accuracy, and usefulness of the information provided. o Focus Groups: Engage with users to understand their experiences and suggestions. o Iteration: Fix technical issues, improve interface design, and expand coverage based on feedback. Accessibility Enhancements: o Pilot Testing: Test the new ramps, elevators, and priority seating in select stations. Observe how well they are used and any difficulties faced by users. o Surveys and Interviews: Gather feedback from elderly and disabled users about the ease of access and any improvements needed. o Focus Groups: Discuss with these users to get detailed insights into their experiences. o Iteration: Make necessary adjustments based on feedback to improve accessibility features. Dynamic Scheduling: o Pilot Testing: Implement the flexible scheduling system on a few routes. Monitor performance and passenger flow. o Surveys and Interviews: Collect feedback on the effectiveness of the new schedule in reducing wait times and overcrowding. o Focus Groups: Engage with daily commuters to discuss their experiences and suggestions. o Iteration: Adjust scheduling algorithms and expand the system to more routes based on feedback. Enhanced Safety Protocols: o Pilot Testing: Enhance lighting, install CCTV cameras, and increase security presence at select locations. Monitor incidents and user feedback. o Surveys and Interviews: Gather feedback on users' sense of safety and any incidents that occur. o Focus Groups: Discuss with users their experiences and suggestions for further improvements. o Iteration: Adjust safety measures and expand to more locations based on feedback. Cleanliness and Maintenance: o Pilot Testing: Implement the new cleaning schedule and waste management plan in select areas. Monitor cleanliness levels and waste management efficiency. o Surveys and Interviews: Collect feedback from users about cleanliness and the effectiveness of the waste management plan. o Focus Groups: Discuss with users to get detailed insights into their experiences. o Iteration: Adjust cleaning schedules and waste management strategies based on feedback. 7. User-Friendly Design: o Pilot Testing: Install signage and kiosks at key locations and train staff. Monitor user interactions and feedback. o Surveys and Interviews: Gather feedback on the clarity and usefulness of the signage and kiosks. o Focus Groups: Engage with diverse user groups to discuss their experiences and suggestions. o Iteration: Improve signage, kiosks, and staff training based on feedback. 8. Interconnected Transportation Network: o Pilot Testing: Implement the interconnectivity features at key hubs in the city. o User Testing: Involve a diverse group of users, including proxies for elderly and disabled users, to test the new features. o Feedback Collection: Gather feedback through surveys, interviews, and focus groups. o Iteration: Refine the features based on user feedback and pilot testing results. Proxies for User Testing To ensure that the redesigned transportation system is accessible and effective for elderly and disabled users, we will employ proxies for user testing. These proxies will include: • • • • Elderly Volunteers: Engage elderly volunteers to test accessibility features and provide feedback. Disability Advocates: Collaborate with disability advocacy groups to involve users with various disabilities in the testing process. Simulated Mobility Challenges: Use simulations (e.g., weighted vests, mobility aids) to understand the challenges faced by elderly and disabled users. Caregivers: Include caregivers who assist elderly and disabled users to gain insights into their specific needs and challenges. Steps: 1. Recruit Proxies: Partner with local senior centers, disability advocacy groups, and community organizations to recruit proxies. 2. Training: Train proxies on how to use the new features and provide feedback. 3. Testing Sessions: Conduct testing sessions where proxies use the new transportation features and provide detailed feedback. 4. Observation: Observe proxies during their use of the system to identify any unforeseen challenges. 5. Feedback Collection: Collect feedback through surveys, interviews, and focus groups with proxies. 6. Iteration: Use the feedback from proxies to make necessary adjustments and improvements to the system. Justification and Comparison with Alternatives Justification: • • • • • User-Centric: Solutions are based on comprehensive user research and directly address identified needs. Technological Integration: Utilizes modern technology to improve user experience and operational efficiency. Scalability: Solutions are scalable and can be expanded city-wide based on initial success. Accessibility: Focuses on making the system more accessible to all users, including the elderly, disabled, and parents with young children. Safety and Cleanliness: Enhances safety and cleanliness, addressing major user concerns. Comparison with Alternatives: • • • Traditional Methods: Traditional methods like static schedules and manual ticketing systems are less flexible and user-friendly compared to the proposed smart systems. Cost Considerations: While initial investment in technology and infrastructure is high, long-term benefits include reduced operational costs and increased user satisfaction. Case Studies: Cities like London and Singapore have successfully implemented similar systems, showing improved user experience and operational efficiency. Case Studies: 1. London’s Oyster Card System: o Success Factors: Convenience, ease of use, and integration across multiple modes of transport. o Challenges: Initial cost and complexity of implementation. 2. Singapore’s Public Transport System: o Success Factors: Real-time tracking, high frequency, and reliability. o Challenges: Maintaining affordability and managing peak hour demand. Market Analysis: • • • Demand: Growing urban population and increasing reliance on public transportation. Technological Trends: Rising adoption of smart technologies and mobile apps in public services. Competitive Landscape: Other cities are also modernizing their public transport systems, making it essential to stay competitive. Conclusion Redesigning the public transportation system using Design Thinking principles ensures a usercentric approach that addresses the core needs of accessibility, reliability, safety, and convenience. The proposed solutions, which include a unified smart payment system, real-time information, accessibility enhancements, dynamic scheduling, improved safety measures, cleanliness initiatives, user-friendly design, and interconnected transportation network, have been thoroughly tested and refined based on user feedback. By implementing these solutions, the city can provide a more efficient, comfortable, and inclusive public transportation system for all its residents and visitors.
