Exploring Bus Passengers’ Onboard Navigation Experience in San Francisco
Project Focus
This research project aimed to understand how bus passengers navigate their routes onboard. This included investigating factors such as formal in-bus resources, external tools, and social interactions that informed route creation.
My Role
UX Researcher, UX Designer, UI Designer
End Goal
By exploring this topic, SFMTA can gain valuable insights into the current navigational experience of riders. These findings, rooted in real-life observations and passenger feedback, can guide meaningful improvements to the system, ensuring it better meets the needs of its users.
Summary of Findings
1
Limited Bus Display Visibility
Due to crowded bus conditions and poor visibility from certain parts of the bus, passengers struggle to access vital information on display screens.
3
High Reliance on Mobile Phone Navigation
Passengers frequently use their phones to track their route, but this can lead to safety concerns and discomfort due to motion sickness.
2
Lack of Real-time Navigation Resources Onboard
Passengers often need more immediate and clear information on the bus regarding where they are along the route and when to get off.
4
Safety Concerns Impact Navigation
Concerns around safety, particularly at night or in isolated areas, can lead to passengers changing their route.
Data Gathering Methods
Bus Observations
Three 45-minute bus observations were conducted on the 45 and 12 bus lines, with the observation times strategically spaced to capture morning, mid-day, and evening passenger behaviors. Jottings were made in real-time and later expanded into detailed field notes.
Interviews
Three 30-minute interviews were conducted with San Francisco residents who primarily use the bus for transportation. These interviews aimed to gain insights into how participants navigate their routes while onboard and the key factors influencing their navigation process.
Data Analysis Methods
Annotated Transcripts
Transcripts were annotated using open codes to identify actions, emotions, and information present.
Affinity Diagramming
Nuggets of data gathered from field research and interviews were then sorted on a board and categorized into similar groups to see overarching trends.
Thinking Topics
Building on the open coding, thinking topics were applied to ask diverse questions towards the data. This allowed formation of themes between interviews and field notes.
Work Models
Work models helped to visualize relationships between data, allowing similar and contrasting trends to exist and interact with each other.
Limited Bus Display Visibility
Overview
Passengers often struggle to see or access vital bus information on display screens.
Why is this happening?
Passengers, especially those sitting or standing in the back of the bus, are unable to easily view the displays. This is due to crowded bus conditions and a lack of additional screens througout the cabin.
Supporting Evidence
Bus Observations
Field Notes #1
“The bus has now grown crowded, filling nearly every seat. I find myself sitting at the back, but my view is obscured by standing passengers.”
Field Notes #3
“Several passengers appeared frustrated as they couldn’t see the display from their seats, especially during the crowded evening commute.”
Interviews
Participant 3
“Sometimes I find the bus displays kind of frustrating. They’re not always easy to see, especially when the bus is crowded, and sometimes the text is too small or changes too quickly to read if you're not close to it.”
Participant 3
“It happens mostly during peak hours when people are commuting to and from work. The bus gets packed, and sometimes I can't see the displays clearly, especially if I'm sitting or if there's a lot of movement.”
Physical Model
This physical model shows a birds eye view of a SF Muni Bus. Here you can see the layout of all the elements.
Significance
Why This Matters
This issue can lead to inefficient navigation, causing stress and confusion amongst riders. This is a particular concern for newer riders who are not familiar with the city or bus system. Users experiencing this issue may feel discouraged while riding the bus, decreasing further use.
What I Learned
Improving the visibility of bus displays could ease frustration and anxieties around not knowing where they are or what stop is coming up next. By implementing changes such as bigger screens, better display placement, and increased information present, the rider’s experience could be greatly improved.
2
Lack of Real-time Navigation Resources Onboard
Overview
Riders often lack information regarding where they are along their route, leading to missed stops and confusion.
Why is this happening?
A lack of visuals and display screens showing route information in real time leads riders to seek this information on personal devices. This results in an overly complicated process.
Supporting Evidence
Bus Observations
Field Notes #2
“As we approach the next stop, she momentarily breaks her forward gaze, turning to look behind her out the window before pulling the “Stop” rope. But when the bus halts, she has a confused look on her face with slightly furrowed brows. It seems as if the bus made its stop a little sooner than she expected.”
Interviews
Participant 1
“I'd love to see more real-time information displays on board, showing upcoming stops, transfer options, ouu or service alerts.”
Participant 2
“I’d love to see a more reliable tracking system that gives accurate updates on bus arrivals and delays.”
Participant 3
“I think I’d create a more helpful display system... It could show the next stop, the bus’s current location on a map... I’d also add a feature that helps you track if there’s any unexpected detours or route changes, so you can plan ahead...That would make the whole experience less stressful and help people feel more confident navigating the bus system.”
Significance
Why This Matters
By failing to accessibly provide this information to passengers, they are forced to find it on their own or navigate without it. This could decrease their confidence in using the bus system, leading to decreased ridership.
What I Learned
There is a demand for more accessible information onboard. This could be achieved through implementing real-time displays that show route information, accurate timing, and service changes. This would greatly improve passengers’ experiences, especially for those newer to the bus routes.
3
High Reliance on Mobile Phone Navigation
Overview
Passengers frequently rely on their smartphones to navigate but face problems such as safety concerns, connectivity issues, and motion sickness.
Why is this happening?
Due to a lack of on-bus resources, passengers often turn to their phone to supplement their bus riding experience.
Supporting Evidence
Bus Observations
Field Notes #2
“The man on the other hand seems to be monitoring their bus route on a phone app. Keeping his gaze mostly on his phone, he only lifts his head to gaze outside of the window and check his surroundings.”
Interviews
Participant 2
“Sometimes [the Muni App] crashes or won’t load properly, which can be frustrating when I’m in a hurry. Other times, it just gives me inaccurate info about bus times.”
Participant 2
“I also am cautious of when to take out my phone. I’ve heard stories of people getting their phone stolen either from their pocket or grabbed out of their hand so I try to use it sparingly on board just to be safe.”
Participant 3
”I had to check my phone's map to make sure I didn't miss my stop... I’ve heard stories of people having their phones snatched, so I’m always a bit cautious. I also get motion sickness if I’m looking at my phone too much while the bus is moving”
Sequence Model
This sequence model shows the string of events that could unfold on a typical bus ride. By following this model, you can see the influence a mobile device has on figuring out their bus route.
Significance
Why This Matters
Relying on smartphones for navigation in the bus system exposes passengers to safety risks, such as theft, and physical discomfort, like motion sickness. This reliance can create an uneasy environment, ultimately reducing passengers' overall comfort and sense of security while onboard.
What I Learned
Smartphones play a crucial role in helping passengers navigate the bus system effectively. However, by introducing more comprehensive onboard displays and visual aids, as highlighted in findings one and two, passengers could access essential route information directly, reducing their reliance on external devices and the challenges associated with using them.
4
Safety Concerns Impact Navigation
Overview
Riders will experience safety concerns while on the bus leading to route changes.
Why is this happening?
Passengers often plan their routes to avoid riding the bus at night or in isolated areas. Riders will even alter their route in real time due to safety concerns either on the bus or in the outside surroundings.
Supporting Evidence
Bus Observations
Field Notes #1
“The calm breaks when a woman stumbles onto the bus. She is muttering slurs under her breath.... The passengers shift uncomfortably, heads turning, expressions of confusion. The man in the orange shirt, perhaps feeling uneasy, quickly gets up and exits at the next stop, leaving the scene behind.
Interviews
Participant 1
“If I ever feel uncomfortable or notice anything unusual, I might consider getting off at the next stop and waiting for the next bus. Safety is definitely a factor in my decision-making, especially if I'm traveling at night or in unfamiliar areas.“
Participant 2
“I feel pretty safe during the day, but I do get a bit uneasy at night, especially if the bus is less crowded. I’m always aware of my surroundings, and I try to sit near the front where the driver is.”
Participant 3
"Being a younger woman on the bus makes me be on high alert a lot. If it’s late at night or if I’m in an area I’m not familiar with, I definitely think twice about where I get on or off."
Cultural Model
This cultural model shows the complex nature of bus riders figuring out their route onboard. Many external and internal factors can change, influence, and complicate the navigational experience.
Significance
Why This Matters
Understanding and knowing when passengers feel unsafe is a crucial element into preventing this discomfort. Passenger safety is a crucial element in promoting public transit use. If passengers do not feel safe during specific times throughout the day or locations, this may lead to decreased ridership.
What I Learned
Improving bus stop safety can allow passengers to feel more comfortable and confident riding the bus, leading to more straightforward and frequent bus rides. Safety can be improved through better safety monitoring and improved resources on the bus or at the bus stops. This is especially important during off-peak hours.
Next Steps
Overview
The bus system is a largely important and growing form of transportation for locals and visitors to San Francisco. Based on the research conducted in this project, it is apparent there is room to improve the passenger’s experience in terms of accessing vital navigational information onboard as well as improve safety.
Smart Environment
Implementing a smart environment within the bus cabin could greatly improve the user experience for bus passengers. By connecting the bus to the internet, riders can get important and accurate information at a glance.
Smart Environment Visualization
This cultural model shows the complex nature of bus riders figuring out their route onboard. Many external and internal factors can change, influence, and complicate the navigational experience.
Travel Buddies Digital Prototype
This personalized navigation experience would be available to passengers at their seat. View this prototype to explore the bus route, navigation guidance, and things to do along the 45 in San Francisco.
