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austin
traffic
“the secret to happy living in
austin is to never ever, ever drive
on i-35.”–Molly Ivins
traffic
u.s. cities With
Worst traffic:1. Los Angeles
2. Washington, DC
3. Austin (tied with SF and NYC)
traffic
san francisco
121 Km2
austin704 Km2
san francisco
80 bus routes
austin32 bus routes
Public transport advocates need to promote public transport a competitive and desirable alternative to the private automobile.
Car companies spend tens of billions of dollars per year creating and maintaining their images, cultivating their customers and selling their products.
Capital Metro’s Business & Community Development budget (2013)
$450thousAnD
$4.5biLLion
General Motor’s global advertising budget (2012)
transit
Sources: EMBARQ “From Here to There” Repor (EMBARQ catalyzes environmentally and financially sustainable transport solutions to improve quality of life in cities) and http://www.capmetro.org/budget2013/
trends
1990:845,000
2000:1.25M
2010:1.8M
2015:2M
population explosion
trends
infrastructure innovation
multi-functional spaces
the last milesocial networks
for carsin-car apps
business model innovation
visualizations
self-driving cars electric micro cars
trends
How can Capital Metro increase ridership?
goal
qualitativeresearch “ I have no idea where
the train goes.”
David:
“ If you don’t have a car in Texas, people think you’re indigent.”
Mary Ann:
“ We take the train downtown a few times a week. It’s a relaxing and beautiful ride.”
Jeremy:
lack of awareness “I don’t know where the trains go.”
lack of curiosity “And I’m not going to figure it out.”
negative perception of public transit
“Because I won’t like it anyway.”
misconceptions of convenience
“It can’t be better than driving.”
b a r r i e r s t o o v e rc o m equalitativeresearch
• own cars
• live in North Austin
• familiar with public transit
• go downtown several times per week
• tech-savy
• hate traffic and lack of parking
downtown adventurers KEY GROUP
keypersona
insights r e c o m m e n d e d i n t e rv e n t i o nget downtown adventurers to take friends on a train ride
“Come with me on Friday.”
“i’ll show you how.”
“the train is awesome!”
“ Driving downtown is such a hassle compared to the train. You’ll see...”
“I don’t know where the trains go.”
“And I’m not going to figure it out.”
“Because I won’t like it anyway.”
“It can’t be better than driving.”
insights
Cost is no longer the only driving factor in the journey. It’s all about creating a more comfortable, convenient and exciting journey.
Passengers today desire a good experience and are looking for a stress-free travel journey that is seamless—from home to destination.
f r o m p r o b l e m - s o lv i n g t o d e l i g h t
SEAMLESS
SOCIAL
MEMORABLE
KEY PARTNERSHIPS
d e s i g n p r i n c i p l e s
insights
insights
digital+
environmental+
transport
a c o n c i e r g e t r a n s i t e x p e r i e n c e , a u s t i n s t y l e !
concept
experience
Shayna is adowntown adventurer
experience
she downloads the app and takes the tour
* p r i vat e b o o t h* s e at i n g f o r 6* g ua r a n t e e d s pa c e* i n -t r a n s i t e n t e rta i n m e n t
system
This sounds like fun!
Let’s go out tonight...
mobile app
Which 5 friends...?
mobile app
“What is this all about?”
mobile app
lack of familiaritywith public transit
“ I don’t know where the trains go. It seems complicated. I’m worried about getting home....”
negative perception of public transit
“Public transit is just not for me.”
misconception of convenience
“It can’t be better than driving.”
t h e s k e p t i c s
mobile app
“Hey, that was easy.”
station
“Wow! This is cool!”
sound-proof glass
booth
smartphone activated keyless lock
booth
“I am so cool!”
perforated sound-absorbing
ceiling material
booth
“Not bad.”
wall-mounted speakers
table
flat-screen display
Mac Mini “brain”
table base
touch-sensitive film
faux wood printed glass pane
table
https://vimeo.com/53995222
table
mobile app
“Soooo glad for the reminder!”
mobile app
a c o n c i e r g e t r a n s i t e x p e r i e n c e , a u s t i n s t y l e !
