Summary Project objective Methodology Research protocol Innovation Research analysis Ride experience Results Recomendations
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SUMMARY This report is intended to support the RTD in improving their product to attract new riders, better the experience of the current riders and ultimately build the best public transportation system in the country. This report will consider the experiences of those who use the RTD system regularly and those who refuse to use it. The recommendations provided are based on thorough research and it is the objective of this project to provide unbiased and attainable recommendations for improvement of the RTD system.
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project objectives The primary objective of this project is to research the user experience of the riders and nonriders of the RTD system and provide a concise and attainable recommendation for a better design solution in order to operate and maintain a mass transportation system for the benefit of 2.6 million people in the RTD’s districts. The specific components in order to achieve this objective include:
of the current users and the 1 Analysis user experience of the RTD system. problematic areas that 2 Determine contribute to a less than satisfactory experience.
the areas that contribute 3 Determine to a satisfactory experience.
areas of feasible 4 Determine improvement and provide sound design solutions to support the RTD system in achieving its mission.
recommendations for 5 Provide implementation of the suggested solutions.
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The Ride
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GOOGLE MAP
LIGHT RAIL
LIGHT RAIL
Users use it to determine route, and length of route.
One of the forms of RTD transportation.
Interior of the RTD light rail.
LIGHT RAIL STATION
RTD WEBSITE Can be the first resource for new users.
Identifies the stop.
BUS STOP
RTD SMARTPHONE APPLICATION
Identifies the stop.
Can be a resource for users.
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TICKET KIOSK
PULL CORD
To purchase your ride pass, credit card is accepted
Users indicates stop request.
SMART PASS CARD READER
STOP BUTTON The accessible button to indicate stop request.
Validates the Smart Pass and Eco Pass.
SCHEDULE
BUS
BUS
Provided electronically or in paper form.
One of the forms of RTD transportation.
Interior of the RTD bus.
Methodologies This project utilized both qualitative and quantitative research. Information was pulled from published sources and resources such as the RTD. The tools developed for this project are rooted in epistemological methods that take into consideration the culture, accessibility to technology and historical context. This research values strongly the individuals affected by the use of the RTD system and upholds ethical principles in ensuring that the data collected is anonymous and will only be used to recommend improvements without sacrificing any of the current benefits the current riders rely on.
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Research Protocol In order to collect a comprehensive sample of data, we first embarked on experiencing the RTD system as a new user. We began with identifying a destination, from there, we used the RTD website on both a computer and a smartphone to find the information on routes, times and stops. We used the phone-based method and also looked for alternative methods to find out the navigation information. We researched the different payment methods, including cash, Eco-Pass and the Smart Pass. We visited different types of bus stops, rode bus routes, measured the punctuality of the system and analyzed the types of people who rode and the specific district compositions. We watched the driver interactions and the rider interactions with each other, the environment and identified different touch points through out the experience. We then embarked on a much broader method of collection including an anonymous online survey, in person interviews and photo data collecting. We also utilized the internal RTD resources to track information on users, complaints, and recent improvement projects. We researched the creation of the RTD system, the purpose and mission of the RTD.
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In 2010, Colorado voters approved the largest renovation of a public transit system ever in the country. This included the creation of new rail lines, improvements to the buses, adjustments and additions of new routes, and a complete overhaul of the Market street station to include
an Amtrak. Since the passage of this voter approved amendment, the RTD system has made remarkable changes to the overall system. New lightrail lines have begun operation, the overhaul of a new central station is nearly complete and is said to open in the summer of 2010 and minor adjustments to
the bus system have taken place including a GPS tracking system and automated audio and visual system announcing the bus stops for the convenience of the riders. These have been very positive and significant changes to the RTD system.
the Demographics
We interviewed ten people and received survey responses from twenty people electronically. The demographics of our sample are diverse in race, age, gender and income.
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the ride experience 10% believe that the RTD system it is mostly late.
20% believe the RTD system is affordable. All receive employer sponsored passes.
70% feel the system is easy to navigate.
100% of the respondents believe that the RTD provides a level of convenience.
70% feel the system is easy to navigate.
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40% believe the most appealing aspect of the RTD system is the Lightrail.
50% believe that the current structure of the RTD system is not effective in encouraging more public transit rides.
80% of male respondents feel safe using the RTD.
20% believe that the RTD system provides a clean environment.
80% of the female respondents do not feel safe using the RTD system.
30% believe that drivers need better customer service training and understanding of how to intervene in situations on the bus, i.e. fights, drunk and disorderly conduct.
80% believe that the RTD buses and their are dirty.
20% believe that the RTD system is sometimes on time.
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the Results The Lightrail. This is the golden egg of the RTD system. When riders disliked the buses, they still spoke highly of the Lightrail system. The overall experience, including safety, cleanliness and punctuality, all aspects absent from the bus system kept the riders connected to public transportation. Many of these aspects were perceived, by the public, to have been neglected during the expansion of the Lightrail system. Lighting at light rail stops is not the norm for bus stops. The expectation of punctuality is almost never counted on for the buses and the cleanliness of the Lightrail is not even in sight.
“I find it very convenient and mostly reliable.� - 36 year old Caucasian female
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the Recommendations The recommendations that follow are calculated and evaluated against the improvement plan already found on the RTD website. We are confident, that with the successful implementation of the following recommendations, the overall satisfaction of riders utilizing the bus system will match the satisfaction of Lightrail users. With the increase in satisfaction, the rate of new users will increase and the retention rate of the users will increase.
“I’m thankful to have transportation options but the entire system is behind the times and does not encourage non transit riders to change their behavior and take the bus.� - 30 year old Caucasian female page 12
User friendly Signage
Cleanliness
the change: Easier to read and understand signage.
the change: Cleaner buses.
the why: This will increase better understanding and easier navigation of the RTD system both while riding and in identifying the routes needed. the how: 1. Bigger bus stop signs at each stop. 2. Map of the Route in each bus and at each bus stop. 3. Re-design the paper schedules in the form of a pamphlet for more convenient use.
the why: This will attract more users to the RTD system and increase the satisfaction of the current users. the how: 1. Add sanitary wipes at each entrance and exit of the bus. 2. Add trash cans at each entrance and exit of the bus. 3. Increase cleaning service for buses that run on busier routes including the 15, 16 and 0. 4. Replace all seats with Eco-Friendly antibacterial microfiber material.
“Sometimes it is not a very clean ride� - 70 year old Chicano male page 13
safety
Customer Service
the change: Increase safety.
the change: Increase the customer service of the RTD staff.
the why: Many riders chose not to ride the RTD due to feeling unsafe. Increasing safety will generate more users and provide a better image of the RTD system. the how: 1. Add Lighting at all bus stops. 2. More sheltered bus stops. There should be a sheltered bus stop each mile of a bus route. 3. Add more buses on busy routes and during peak hours and through out the night. Increase run times to every 7 minutes during peak hours and every 15 minutes during the night for bus routes 15, 16, and the 0. 4. Add emergency call buttons that link directly to the police at key bus stops. 5. Employ casually dressed bus marshals to secure safety on buses. 6. Add more hand holds for riders that must remain standing during the ride.
the why: A friendly bus driver sets the tone for the attitudes on the bus. Ensuring that a driver is prepared to handle most situations will build the confidence of the users while riding. the how: 1. Provide customer service training for each employee of the RTD system. 2. Encourage customer feedback and ongoing training and evaluation of the customer service provided.
“The driver is my first window to the RTD service, every ride is made better with a smiling, welcoming face when I step on the bus.” - 57 year old Black female
“I wish it was safer to ride public transportation” page 14
- 31 year old Latina female