RTPI Digital Signs For Mobility Hubs

Mobility Hubs are generating significant interest both across the UK and internationally. Mobility Hubs bring together shared transport, public transport and active travel in spaces designed to improve the public realm. In doing so they aim to answer one of the key challenges facing sustainable transport, that of connected inter-modality, i.e how can customers easily and efficiently switch between different modes of transport.  

Mobility hubs; flexible, modular, multi-modal public and sustainable transport access points are expected to gain traction across the UK and Internationally throughout 2023 and beyond.

CoMoUK, the leading UK charity for shared mobility has produced a number of practical guides alongside thought leadership pieces concerning the why, how and what of effective mobility hub design and layout. Looking into design components for replicability, cost savings and customer experience. As part of their thought leadership around mobility hubs CoMoUK identified a number of obvious benefits for authorities making the case for deployment including; smarter sustainable transport planning, increased customer convenience, accessibility and safety, alternate-modal choice in the event of one mode being unavailable, improved public realm development and management of shared mobility services (meaning hopefully fewer shared bikes, e-bikes and scooters littering the urban environment). 

Whilst there is much comment on the infrastructure, design and implementation of mobility hubs, we believe there is an absence concerning real-time passenger information (RTPI) and the specific role that real-time data can have in reducing confusion whilst generating demand for the various modal services on offer. With this in mind we set about thinking about what the digital signage at a mobility hub could display and some of the challenges that mobility hubs operators may face. 

Please note that to date we have not yet deployed PassageWay to a mobility hub so our design thinking is purely conceptual. 

Services That Could Be Found At Mobility Hubs

We began by trying to identify the modal types and community services that may be found at a mobility hub. We split these into primary, secondary public transport modes, non-public transport modes, and non-transport services. The modal list includes buses, trains, trams, river taxis, bikes, e-bikes and e-scooters alongside associated charging points including for electric cars, pick-up and drop off points for shared mobility and taxis, coaches and e-cargo bike charging and parking. Whilst for non transport services we included remote work pods, parcel pick-up lockers, mobile banking, library and healthcare services. 

Our Mobility Hub Digital Sign Concept

This digital signage concept is designed for a large format inside/outside digital screen. Its intended location is at the confluence of the mobility hub and displays a dashboard of available modes/services plus a wayfinding map that can highlight other services that are not represented with real-time information. It has a QR code that customers can scan to open on their personal device. .

Real-Time Data And MaaS Apps At Mobility Hubs 

The importance of true real-time data for public transport services has been demonstrated in numerous studies. But should mobility hub customers be required to download a single MaaS App to check service status and buy tickets and what role should digital signage play in the customer experience? Well, in terms of a MaaS App, research has shown that less than 20% of smartphone users have downloaded a MaaS App and far fewer use one on a regular basis, there is also an argument that some core public transport customer segments are less likely to download an app because of their age, technical or socio-economic profile. But if a MaaS or multiple apps are required for ticketing/reservations, does this then do away with the need for any digital signage at the mobility hub? Our opinion is that digital signs, by providing at-a-glance information, with no requirement for registration, login or download, generate demand and that done well, digital signs act as funnels, nudging and guiding people to making the right choice, whether that be to download a single MaaS or multiple booking Apps or to choose a particular modal choice. To help support this conversion funnel we included a QR code enabling people to open the digital sign on their personal device and making the call-to-action for app download more successful.

A Hub And Spoke Approach 

Mobility hubs are intended to have a modular, flexible design to meet local needs and modal availability, to reflect this we applied a hub and spoke approach to the digital signage. With a central digital totem at the confluence of human traffic, with optional mid and small screens displaying modal/service highlights or specific information at individual access points. 

A Mobility Hub ‘Spoke’ Digital Sign

This simple digital sign is designed for a modal access point, in this case a bus stop, It provides simple and clear information on the services departing from that stop.

Disruption And Other Helpful Information

Where real-time data is available the digital signs can include disruption notices for each transport mode, alongside onward travel status (shown in the concept for TfL). It is also intended for the digital signs to incorporate local environmental information including air quality which could be rotated with important announcements from the local authority or others. 

A Mobility Hub ’Spoke’ - Detailed Route Map Digital Sign

This digital sign is designed for bus stops where there is sufficient data to display route maps, estimated journey times and onward travel status. It includes a QR code that customers can scan to open on their personal device. It is shown here in portrait format but works equally well in landscape.

Work In Progress 

The guiding principle for our RTPI digital signs is to nudge customers into choosing public transport by showing how easy and convenient it is. Central to this is the ability for customers to see 'at a glance' local availability, disruption information and onward travel status. Working with TfL, TfW. TfV and other clients, we provide RTPI digital signs that blend data availability, brand and customer experience. We continue to evolve our approach and welcome feedback on our work.