Case Study
BART
We worked with the San Francisco Bay Area Rapid Transit (BART) board to gain insight into what makes a positive transit riding experience.
Challenge
BART and AC Transit had thousands of data points from their survey teams on the “rider experienceâ€, but needed help sorting the wheat from the chaff.dddddddghfthrfhrtty
It's the seams that matter: connection points between systems are most likely to produce friction and degrade the rider experience.
Approach
Data without context is really hard to interpret, so we proposed the following: a multi-month user research activity focused on in-person ride-a-longs to add a human perspective to the rider experience challenge.
Outcome
As it turns out, BART and AC Transit riders are a tolerant, resilient bunch. Dozens of user experience issues were identified and observed over the many ride-a-longs, and it would have been easy to conclude that riding BART and AC Transit is an