Department for TransportMonitoring and Evaluation Masterclass

Travel Information

Robert Murray, Senior Consultant, Steer Davies Gleave

Presentation date

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What is Transport Information?

There are two ways of looking at it: How service providers/Local Authorities communicate service provision to

existing and potential users How users travel from A to B

Lots of potential access points: Friends and family Print: service timetables, at stop publicity Online: websites, journey planners, apps Wayfinding

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What is Transport Information?

How useful is the information provided?

How would you go about evaluating the different options?

How effective is it at influencing people’s decisions?

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Surveys

Speak to existing users about particular aspect of travel information What is their reason for choosing this type of information? Do they use it independently or with other sources? What would they have done if they didn’t have access to a particular piece of

information?

Use existing contact lists (assuming they’ve agreed to follow up communications)

Offer incentives to reward users for sharing their opinion

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i-Travel York User Survey

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User Testing

Evaluate effectiveness of travel information

Useful to see how people interact in real time Do they understand? If they don’t, what did they find difficult? Does it tell them everything they needed to know? Would they use it again?

Excellent qualitative analysis which can sometimes be quite eye-opening

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Choose How You Move User Testing

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One room, 20 different participants

Two different tasks Follow a discrete set of tasks using the new journey planner Try three different journey planners without instruction

Recorded their screen to see how they interacted throughout

Recorded their voice so they could explain what they were doing

Completed a simple questionnaire at the end to summarise their opinions

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Analysis of user information

Using statistics from website visits to determine usage trends

Google Analytics How are people accessing the site? Where are they coming from? When are they accessing the information? How much time do they spend on the site? Do they come back?

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Analysis of user information

Journey Planner-based Stats Where are people planning their journeys? When are they planning them? What modes of transport do they search for?

But does the user actually go on to make that journey? The holy grail of analysis!

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Choose How You Move User Testing

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Your thoughts?

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