A Solution for St. Louis Transit by Duyen Luu Hai

ST. LOUIS PUBLIC TRANSPORTATION Safety & Navigation

Annie Gugliotta Duyen Luu Hai Sarah Mitrano Andrew Pandji Amanda Rockwell

This book highlights the process of St. Louis Public Transportation: Safety & Navigation project done at Washington University in St. Louis from August to October 2015. Contributors: Annie Gugliotta, Duyen (Chanel) Luu Hai, Sarah Mitrano, Andrew Pandji and Amanda Rockwell. ÂŠ 2015 by Washington University in St. Louis, 1 Brookings Drive, St. Louis, MO 63105. All rights reserved. No part of this publication may be reproduced in any manner without permission. All images are ÂŠ the designers, reproduced with the kind permission of the designers and/or their representatives. Every effort has been made to contact copyright holders and to ensure that all the information presented is correct. Some of the facts in this volume may be subject to debate or dispute. If proper copyright acknowledgment has not been made, or for clarifications and corrections, please contact the publishers and we will correct the information in future reprintings, if any.

Table of contents abstract

part one: secondary research

part two: primary research

part three: problem statement

part four: solutions

team members

abstract We were asked to identify an issue or problem within our school, Washington University in St. Louis, or within the greater St. Louis community, to solve using a human-centered approach.Â Â Research played a critical and crucial role in identifying, understanding and evaluating the issue and needs of end users and their context. As a group we conducted multiple surveys and observational notes.

part one: secondary research In the beginning, our professor Peni Acayo asked use to identify problems in St. Louis and Washington University in St. Louis. We realized that one of the common themes is that many students decide to leave the city after graduation partly due to the cityâ&#x20AC;&#x2122;s inability to provide a comfortatble lifestyle. Public transportation plays a big part in making that lifestyle possible. We started this project by reading existing books, articles, and researches about public transportation in general and also public transportation in St. Louis.

part one: secondary research

literary research The purpose of this research is to gain a broad understanding of the current situation of St. Louis public transportation and answers these below questions: How many people are using public transit? How is St. Louis structured in terms of municipalities? Who are the key people to change/ able to influence public transport? How to make public transportation fun? How is public transportation funded? In order to find out the answers, we researched from multiple resources, including, but not limited to: the transit theory (from humantransit.org), original vision of the St. Louis Metro System, expansion of the MetroLink, demographics of St. Louis Public Transit Users (from stlouis-mo.gov) and other citiesâ&#x20AC;&#x2122; public transport system (i.e., New York City, Boston).

part one: secondary research (left) Our teammates Annie and Andrew working on the KWHL model (K: What we know; W: What we want to know; H: How do we find out; L: What we learn).

findings The main take-away from our literary research is that public transportation is very complicated. St. Louis County itself consists of 91 municipalities, each with their own city governments. If you take a 20-minute drive down Hanley Road, starting in Marlborough and drive north, you will pass through six municipalities. There are plans for expansion, especially with the MetroLink rail system. There are three planned corridors. The city has a vested interest in creating public transit in St. Louis a better experience for all. The Connected2045 initiative outlined that attracting young talent requierd access to good public transportation as â&#x20AC;&#x153;92% of [young people] want to be auto-independent.â&#x20AC;?

part two: primary research We have conducted a few methods of primary research, including taking observational notes, studying estimated time taken when using public transis versus driving and sending out surveys.

part two: primary research

observational note-taking purpose & action In order to understand the experience of public transit usersâ&#x20AC;&#x2122; in St. Louis, we all took the bus or metro and wrote down our experiences using the 5Es model shown next page.

5Es model The 5Es method experience map, developed by Conifer Research, includes: Entice: what motivates you to start the experience Enter: the orientation that helps you start the experience Engage: the engagement with the environment, activities and actions Exit: the transition out of the experience Extend: what helps maintain the connection between users and the experience

part two: primary research

Green Overall Line (Bus) Positive

ENTICE

ENTER

ENGAGE

EXIT

EXTEND

Stations are spacious and clean

Negative N/A

Red Line

Overall Positive

Positive

Station is close to home

Overall Positive

Metro station is very accessible to WashU students

Overall Positive

2 minute late compared to Transit app; The sign is small; No information on direction of the bus

Bus is very shaky; no music or entertainment; AC seems to be broken

No bell so you have to tell No extension the driver directly where you want to be dropped off

Easy to walk to station

No engagement with other passengers

Stop was close to where I was heading

N/A

There were some loud people in the Metro

N/A

Metro didn’t run later at night

Engaged with Metro Stations colored lights, sculpture; station shows date and time; lots of people waiting;

short ride; interesting window view; driver says which station is next

Frequent standard exit; able to hop off the train quickly; not crowded; close to where I was going

People can talk with their friends or listen to music

Dimly lit, safety lighting becomes an issue

The billboards aren’t engaging; lots of opportunities for advertising

Sometimes driver doesn’t say which station comes next

Not a great experience unless you have music or a friend; Metro didn’t run later at night

No upass required

No engagement between people

Feel a lack of security if no one is there

Not a very welcoming, “warm,” environment

2 Easy to walk; able to use the Transit map

N/A

No pass required

Negative Station not inviting Bus 97

Driver would drop you off anywhere

Negative Missing information about the MetroBus and where it goes Walking + Red Line

Bus is clean; route is not too long

Negative Delmar Station doesn’t feel safe MetroLInk Overall

Friendly driver; no ID required

5 Exit stop to where I was going; feel safe there

2 N/A Lonely unless with group of friends

Swipe Upass, great driver

Found seat in midfront; sat down; people talking about bus routes changing, friendly upbeat conversation, interesting to hear native St. Louisans talking about their city

Close by to my destination; less than 5 minute walk; on a main road, so I feel relatively safe

Bus goes directly where I need to go; walk is short on either end

There are sketchy people on the bus

Have to be careful when to pull rope

Bus only come every 30 minutes which is long

Negative I was confused about how N/A to find the routes

part two: primary research

time study purpose & action The common perception is that taking bus and metro takes much longer than driving. We created a time study to find out how long it actually takes to drive versus to take public transit to different locations in St. Louis.

time study chart

120

Car MetroBus

100

MetroLink

61 54

53 41

40 22

0 12

0 Ballpark Village

Soulard

0 Cherokee

36 25 14

10 Galleria

5148

55 50 35

55 50 30

0 Trader Joeâ&#x20AC;&#x2122;s

Airport

The Grove Central West End Downtown

WU to Downtown

part two: primary research

interview purpose & action In order to clarify questions raised from the secondary research and observational notetaking and start to form ideas for solution, we conducted an interview with Liz Kramer, who is the Assistant Director of Community-based Design and Sustainability. She was nicknamed “Miss Metro” due to her passion with improving the Metro system in St. Louis. She has not owned a car since 2006 and is a big proponent of taking public transit and riding her bike.

results What are the biggest problems with transportation among students? There is a lack of first hand experience with transit among students. Though many students come from big cities and have had experience riding transit, many also have not and are uncomfortable with the thought or do not know how to learn. The last mile problem means that it is really easy to get people within a mile of destination, but the problem is how you get them the last mile — STL can’t run buses directly to peoples’ houses so how do you solve that problem? What part of transportation should we focus on to really affect students? Instead of trying to redesign metro routes, the group should focus on improving the student experience in general. If the experience is interesting or fun enough, the benefit of riding the transit will outweight the cons and the dysfunctional routes. What are the biggest problem with transit in general? The biggest problems are that connections with multi modal transit are subpar in STL — the systems don’t work well together and are not well-connected. There need to be more defined hubs. 13

part two: primary research

surveys purpose We sent out two surveys to determine the general demographics of WashU students who use public transit, analyze what they like or dislike abou the public transport system, understand their perception of St. Louis and identify personas.

survey 1.0 This survey was sent to mostly the upperclassmen and received 80 responses. However, after reading all the answers and reconsidering our problem, we realized that upperclassmen have often made up their minds about which transit methods they use on a daily and weekly basis and thus wouldn’t be our ideal target audience for this project. We then decided to send a second survey to the underclassmen of WashU, especially freshmen who are not allowed to have car on campus.

survey 2.0 We received 50 responses from Washington University’s freshmen and sophomores. See next page for data.

What students say about the Metro system:

“ “ “

The MetroLink is really terrible to be honest. It should go to more places and come more frequently and I think that improving it would make St. Louis a much more desirable place.”

It comes to infrequently and I often feel unsafe in the terminals and on the train early in the morning or late at night.” Most of the stations aren’t very well-lit and there aren’t many people at the station. If something were to happen in terms of crime, I feel like there would be no one there to help. Also since the stations are underground and there is no wifi, there would be no way to call for help in the case of an emergency.”

““ “

It does not cover most of the places I need to go.”

I consider them [neighborhoods] all pockets so they each have their own characteristics which is fun to explore since the loop and WashU areas are limiting after a while.” Downtown was nice and lively. It had a lot more shops than the loop which was nice.”

part two: primary research

No 18%

82% of students have a car before coming to WashU

94% of students have taken the MetroLink but only 53% of them have taken the MetroBus

Students rate the MetroLink significantly higher than the MetroBus Most students havenâ&#x20AC;&#x2122;t been to other neighborhoods than the Central West End

Yes 82%

MetroLink

94%

Private Car

69%

MetroBus

53%

WeCar

41%

Bike

27%

Other

14%

Bus rating:

3.63/10

Metro rating:

7.00/10

Central West End

36%

Other

28%

Downtown

22%

Tower Grove

Cherokee

part two: primary research

personas From the data results, we divided freshmen into three different personas based on their attitudes towards the city and levels of knowledge and excitement when it comes to leaving the campus bubble

Eager Ellie

Naive Nathan

Complacent Charlie

Age: 18, Freshman

Hometown: New Haven, CT

Hometown: Jacksonville, FL

Hometown: Los Angeles, CA

She has a sheltered lifestyle and a car before coming to college and thinks St. Louis is an exciting city. She has been to the Loop, Central West End and Downtown a few times and is eager to explore more places.

He is planning to go to the Loop with his friends and didnâ&#x20AC;&#x2122;t know about other places and neighborhoods outside of WashU bubble but he is willing to explore.

He thinks that St. Louis is a dying city and has been to the loop once or twice but doesnâ&#x20AC;&#x2122;t feel the need to go out and explore. He believes that there are enough things to do on campus for the next four years.

part two: primary research

riders’ journey

“I can’t go now because Metro wouldn’t be able to take me.” Gives up

“I really want to go to Food Truck Friday so I will take a cab there.”

Finds a friend w/ a car Takes a cab or Uber

Decides to go to Food Truck Friday

Looks at Google Maps to plan the trip

Discovers Metrolink can’t take him there

Decides to take the bus

Sits at bus station

Pays with upass

Goes to bus stop on South 40

Plans bus trip

Gets on bus

Pulls cord to get off

FINISH

S TA R T

“I only want to eat on campus.”

To ride, or not to ride? After discovering he can’t use metrolink, the student faces a critical decision point.

part three: problem statement Using our research data and after a long process of refining and synthesizing, we finally came up with our problem statement.

part three: problem statement

target audience At Washington University, freshmen are not allowed to have cars on campus. New to the school and the city, this group of students tend to be more open to different modes of transportations and neighborhoods.

problem statement

part three: problem statement

How might we encourage Washington University students to use public transportation to navigate St. Louis?

part four: solutions Our solution contains seven elements: ecosystem, branding identity, interactive kiosk, signage, bus stop, bus interior and upass.

part four: solutions

ecosystem purpose The first component of our solution is the ecosystem. We understand that transportation is not only about the bus, or the train itself but also how every piece works together. Currently, there is a lack of communication and information for users, especially new students, on where the bus stop is, how to board the bus, how to exit the bus and whether they can get to their destinations using St. Louis public transportation.

system Each part of the system is designed to serve our personas. Eager Ellie has been to a few neighborhoods in St. Louis and we want her to keep coming back using public transit. Therefore, we improved the navigation system and solved the safety issue for her with a redesigned bus stop, bus interior, signage and also encouraged her to use the Transit app, an existing mobile app that allows you to track the estimated time arrival of buses and trains. Naive Nathan would need all of the above and also a more user-friendly upass and an interactive kiosk to show him the locations and cultures of different neighborhoods in St. Louis. Complacent Charlie, on the other hand, needs not only all the mentioned elements but also a new branding identity to show him that riding the train or bus is actually fun. We also looked carefully at all the current bus lines and created a potential express line for students. However, we decided not to include this in our solution due to the time constraint and the limited scope of our project. With the same reason, we also didnâ&#x20AC;&#x2122;t create an awareness campaign which would include (1) a floor program to teach freshmen how to use the interactive kiosk and the trains and buses, (2) selecting Metro ambassadors who promote public transportation use and (3) an incentive program. This campaign would, however, support our whole ecosystem.

part four: solutions

branding & identity purpose For a lot of students the red and blue Metro mark is their first encounter with St. Louis public transportation. The Metro mark is used prominently as signage at MetroLink Stations. As a result, for students â&#x20AC;&#x153;Metroâ&#x20AC;? is thrown around casually to refer to only the rail. Because of that, the idea that St. Louis also has a working bus system is not common knowledge for students. Our solution is to separate MetroBus and MetroRail from an overarching MetroSTL.

typography Proxima Nova is a clear and more modern (and web-safe!) typeface than the current Gill Sans. It functions better as a typeface for a newer and more efficient metro system.

color palette The Red and Blue of the current mark suggests the current red and blue MetroLink lines that run through St. Louis. Orange and Blue is used to differentiate MetroBus and MetroRail. Also further MetroRail expansion will not mess with the mark.

TOP original logo TOP RIGHT new logo BOTTOM RIGHT type spec

part four: solutions

Pantone 7684 C

Pantone 165 C

part four: solutions

interactive kiosk purpose We designed an interactive kiosk in order to educate the freshmen about the locations and cultures of different neighborhoods in St. Louis. The city is known for its multi-hub personality but many new students don’t know that places like Tower Grove Park and Cherokee Street even exist. With this interactive kiosk, we hope students will add more travel options in their weekend plans, knowing that they can get to these locations using public transportation.

neighborhood study & complimentary palette In order to highlight the different neighborhoods, we create a complimentary palette with each color represents each neighborhood. Below are the study of the neighborhoods’ cultures and assigned pantones.

central west end The Central West End is an affluent neighborhood of St. Louis with its outstanding array of free cultural institutions. Restaurants are primarily clustered in the Euclid/McPherson area, the Euclid/ Laclede area and in Maryland Plaza. Unusual, elaborate turn of the 20th century lamp posts and cobblestone streets add to the atmosphere of this neighborhood, which first grew in popularity with the coming of the 1904 World’s Fair which was held in adjacent Forest Park. Some residential areas of the Central West End are included in the National Register of Historic Places. (Source: Wikipedia) Keywords: affluence, crowded, 20th century lamp posts and cobblestone, historic residential areas Suggested Color: Pantone 2613 C

part four: solutions

clayton The architecture of central Clayton reflects its economic activity and eras of growth. An impressive collection of mid-century Modernist low and high rise structures contrast with earlier mansions, stores and flats. In the St. Louis region, Clayton is well known for housing a wealthy and educated young professional, often dual-income population. (Source: Wikipedia) Keywords: growth, skyscrapers, mid-century mordenist architecture, welathy and educated professionals Suggested Color: Pantone 219 C

downtown Downtown St. Louis is the central business district of St. Louis, Missouri, the hub of tourism and entertainment, and the anchor of the St. Louis metropolitan area. The downtown is bounded by Cole Street to the north, the river front to the east, Chouteau Avenue to the south, and Tucker Boulevard to the west. The downtown is the site of many corporate headquarters, including Stifel Nicolaus, HOK, Laclede Group, and a host of other companies. (Source: Wikipedia) Keywords: business district, tourism hub, entertainment, metropolitan, riverfront, corporate HQs Suggested Color: Pantone 199 C

downtown west St. Louis City Hall, the Peabody Opera House, the Scottrade Center arena, and St. Louis Union Station are all located in Downtown West. The Washington Avenue Historic District is a former garment district consisting of turn of the previous century high rise warehouses converted into residential lofts, restaurants, taverns, and coffee shops. It is bounded by Jefferson Avenue on the west, Tucker Boulevard on the east, Cole Street on the north, and Chouteau Avenue on the south. (Source: Wikipedia) Keywords: former garment district, residential lofts, restaurants, taverns, st. louis city hall, opera house, scottrade center Suggested Color: Pantone 108 C 31

part four: solutions

grand center Grand Center is site of numerous arts and entertainment venues in Midtown St. Louis including the Fox Theatre, Powell Symphony Hall, The Contemporary Art Museum Saint Louis, the Pulitzer Foundation for the Arts, and the Sheldon Concert Hall. The neighborhood is an eclectic mix of restored historic structures and newer buildings with street art and neon signage centered on Strauss Park at the intersection of Grand Boulevard and Washington Ave. It includes a jazz club, Third Baptist Church, The St Louis Black Repertory Theater Company, the Grand Center Arts Academy, and the headquarters of KETC Channel 9, a PBS affiliate. It is near the Grand MetroLink station. (Source: Wikipedia) Keywords: art and entertainment venues, eclectic mix, historic structures and new buildings, street art, neon signage, jazz club, black reportory theature company, art academy Suggested Color: Pantone 320 C

soulard Soulard is a historic French neighborhood in St. Louis, Missouri. One of the oldest communities in the city, Soulard is today a largely residential neighborhood whose many businesses include restaurants, bars, and the North American headquarters of Anheuser-Busch, which houses the St. Louis Brewery. Half of the neighborhood north of Lynch Street is composed mostly of row homes and small apartments with the Anheuser-Busch Brewery and headquarters occupying most of the land south of Lynch. Many of its houses date to the mid- to late-19th century. Soulard also has several historic churches. Many of its bars host live music, especially the blues and jazz bands which the city is known for. TThe district hosts regular pub crawls. It is home to the oldest Farmersâ&#x20AC;&#x2122; market west of the Mississippi. More than 100 vendors include farmers, produce vendors, meat shops, spice shop, florist shops, and food. (Source: Wikipedia) Keywords: historic, French, restaurants, bars, brewery, row homes and small apartments, late 19-th century architecture, blues and jazz live music bar, pub crawls, varies neighborhood groups, Farmersâ&#x20AC;&#x2122; market, Oktoberfest Suggested Color: Pantone 273 C 32

right interactive kiosk and dimensions

part four: solutions

kiosk design The kiosk acts like a GPS or a giant Google Map. Students can type in the address of the place they want to go to, or tap a neighborhood to find out what restaurants and popular attractions are and how to get to those places using the MetroBus, MetroRail or both. This kiosk will be placed on the South 40, where Washington University freshmen and sophomores reside, next to the Clock Tower.

part four: solutions

signage purpose The purpose of the redesigned signage was to solve problems of poor readability, lack of cohesiveness with the Metro Brand, lack of information and to create a system of wayfinding. We designed the signs to be bright orange to be cohesive with the Metro Brand and to make it easy to see. The bright sign on the pole features clear bus line names, a time schedule and final destinations of the bus routes. The bus stop is mocked up in the Central West End in a photo to the right. The wayfinding signs would be placed at major destination spots like Tower Grove, Central West End, as an additional wayfinding piece. It shows a complete list of the bus schedules and lines that run through the stop. The wayfinding sign features an OLED screen that shows the time of day and when all relevant buses are arriving in real-time. With a real-time screen, passengers can know of any changes to the usual bus schedule and feel safer through knowing exactly how long they will be waiting at the stop. Also, a blue light safety component is built next to the wayfinding system to help make passengers feel safe.

part four: solutions

signage family

2 32 G

7 ft

TO CENTRAL WES T END

2:32 : PP M

YOU ARE A T TOWER GRROVE OVE

TO ROCK R OAD

1 to Central W est End

10 min s

TO LOOP L OFTS

30 TO Soulard.... 20 mins

Eye level

80 TO Park/Shaw .... 25 mins

Missouri Botanical Garde n Restaurants on Gran d 12:42a 12:42a 12:42a 12:42a 12:42a 12:42a

12:42a 12:42a 12:42a 12:42a 12:42a 12:42a

Tower Grove P ark

12:42a 12:42a 12:42a 12:42a 12:42a 12:42a

TO SOULAR D

TO PARK/SH AW

12:42a 12:42a 12:42a 12:42a 12:42a 12:42a

6 ft

8 ft

(314) 231-2345 metrostlouis.org

TO CENTRAL WE ST END 12:42a 12:42a 12:42a 12:42a 12:42a 12:42a

6.5 ft

5 ft

part four: solutions

bus stop purpose The bus stop is a crucial part of the riderâ&#x20AC;&#x2122;s experience. Second only to time aboard the bus, the rider spends the most time interacting with the system while waiting at the stop, so we knew it had to be thoroughly considered. Many of our survey and interview participants noted that they felt unsafe while waiting for the bus to arriveâ&#x20AC;&#x201D;that it was poorly lit, exposed, and generally unsettling. Additionally, our research uncovered a severely overlooked point of impact among our target audience of freshman riders: the bus stop on the South 40 residential area. All freshmen live in dorms within this complex, but few were aware of the fact that there was a bus stop just a few steps from their front door. Our solution was to design a more prominent, inviting bus stop that would make waiting for the bus a more enjoyable, safe experience while attracting attention in the place with the highest density of freshmen students possible. The stop features a bulletproof glass enclosure that one must swipe or pay their fare to enter. The glass creates a sense of protection within the enclosure while maintaining visibility to passerby. A screen indicates when the next bus will arrive, and a route map is availble both inside and outside the space.

top proposed redesign bottom existing stop right redesign in context

part four: solutions

bus interior purpose In order to extend this redesign throughout the riderâ&#x20AC;&#x2122;s experience, we also took a look at the space on-board the bus itself. Through observational note taking during our own experiences, as well as conversations with freshmen students, we identified a few key areas for improvement. Most importantly, we worked to clarify the system that riders must use to signal the bus driver to stop. Currently there is a single, minimally marked wire that the rider must pull, with little surrounding explanation. If a student, especially a freshman, were new to the system, it would be difficult for him or her to know how it worked. Our redesign utilizes the bus stop as an educational space, placing clear, consise language about how to request a stop on the door that the rider faces while waiting for the bus to arrive. The icon used in these instructions is then carried onto the bus, on the wire itself. The interior redesign also features improved navigational indicators, including a display that notes which bus the rider is currently on, where it is going, and what the next stop is. A live tracking display shows the route in its entireity, noting the busâ&#x20AC;&#x2122;s location in real time.

part four: solutions

u-pass purpose Every freshmen are given an Upass on the move-in day and usually that was their first interaction with the system. The current upass, however, is unbranded and boring. We redesigned the pass using our branding system with the hope of increasing the positivity associated with St. Louis public transportation.

part four: solutions

WUSTL U PASS SPRING 201 6 Valid only when completed below and used by: Name:

Phone#:

Street Address: City:

State:

Zip:

*********** Metro Pass Policy ***********

Swipe this way

1. Pass is non-transferable and valid only when used by the eligible individual to whom it was originally issued. Transferring, reproducing, or using such pass is illegal and subject to prosecution. 2. Swipe through pass reader upon boarding MetroBus. Present as proof of payment on MetroRail. 3. Valid only if presented with a valid WUSTL student ID. 4. Accepted as full fare on all MetroBus and MetroRail service in Missouri and St. Clair County, Illinois. Not valid on special MetroBus services like Red Bird Express. 5. For information or to report lost pass, call WUSTL Transportation at 314-935-4140.

WUSTL U PASS FALL 201 5 Valid only when completed below and used by: Name:

Phone#:

Street Address: City:

State:

Zip:

*********** Metro Pass Policy ***********

Swipe this way

WUSTL U PASS SUMMER 201 6 Valid only when completed below and used by: Name:

Phone#:

Street Address: City:

State:

Zip:

*********** Metro Pass Policy ***********

Swipe this way

part four: solutions

new ridersâ&#x20AC;&#x2122; journey Eager Ellie will find the reassigned interior of the bus helpful in making her journey more enjoyable. She will also like the newly designed upass as it will provide more clarity on its use. Ellie will also find using the already existing transit app to be very helpful in planning ways to get to certain neighborhoods. Lastly, she will find the new bus stop very pleasurable and safe to use, exciting her to venture out more. While she has already explored a few of the neighborhoods in St. Louis, she is eager to explore more, and the new interior, the new upass, awareness of the transit app and the new bus stop will help her do so. Naive Nathan has been to the Loop a few times but that is the extent of his exploring. However he is willing to explore more. Nathan will find the upass, awareness of the transit app, bus interior, and new bus stop helpful, but he will also need and find use in the new signage that allows him to know when the next bus comes and understand the lines better. He will also find the new interactive kiosk very informative and enticing to explore. With its easy-to-use system, Nathan can find new neighborhoods and restaurants to explore and plan how to get there. Complacent Charlie is difficult to entice to get to use public transportation. He will need everything from the upass, bus station, signage, transit app, interactive kiosk, bus interior and more such as the new MetroStl identity and separate awareness campaign. Charlie will most likely need the entire ecosystem and awareness campaign to even get him to consider and want to use public transportation. The ads around campus, the interactive kiosk and the buzz about the new identity and improved qualities of the public transportation system will get Charlie to finally step foot off campus, explore new neighborhoods in St. Louis, and experience all they offer.

part four: solutions

team members List of team members in alphabetical order.