5 Reasons Why The Miserable Bus Shelter Is No Longer Fit For Purpose
Let's start with; 'What's the purpose of a bus shelter?' Is it to protect passengers from the wind and rain or something more?
We believe a bus shelter represents a gateway onto the public transport network. It should be considered as the concierge that welcomes, informs and instructs customers on how to make the best use of the network and keeps them safe, dry and comfortable whilst they're waiting. But the problem is that bus shelters haven't evolved into the digital age. So, we've identified five key areas which we believe demonstrate they fail the 'fit for purpose' test:
1. Printed timetables that no-one looks at. At best printed timetables are confusing and at worst they are an active method for dissuading potential customers. User behaviour has moved on and people are no longer prepared to deep dive into printed timetables to find out if there is a service that meets their needs.
2. There is no visibility into the wider network. Many public transport customers are taking multi-modal trips and by not providing visibility of onward travel information a silo effect is created, resulting in lower overall demand as customers look elsewhere for a complete journey solution.
3. No forewarning information. Whilst many bus shelters display limited arrival information there is no insight into delays, disruptions, service changes, disabled access, crowding or other helpful information. Meaning customers could unwittingly join a service that, had they known they could have avoided and instead chosen an alternate mode to reach their destination.
4. Passenger information is treated secondary to ad revenue. And guess what, because the primary purpose of the shelter is not centre-stage there is a corresponding impact on the customer experience, which most likely means reduced demand.
5. Unwelcoming design. Bus shelter designs are reminiscent of something that is now redundant that was years ago thought cutting edge. Like the Ford Anglia or the BBC computer. Yes, there is some retro appeal for the classic Foster and Partners design but it was crafted for a society that derived information from print, not digital.
Let's end with, 'What next?'. Over the last few months we've been part of a team that's reimagined the bus shelter. But you'll need to wait for the next post for the big reveal.