Theme
How de-mystifying the rail journey through improved wayfinding can enhance the passenger experience
Aims/Objectives
Provide the audience with an understanding of the different passenger groups and explore how reducing the complexities they face along the rail journey can improve their overall experience.
Summary
• How can the complexities of rail travel be de-mystified and what effect will this have on the passenger experience?
• Who are the passenger groups and what are their needs?
• What wayfinding principles can be adopted at train stations throughout the country?
• What effect will improved real-time information have on a passengers wayfinding ability?
• Should there be a standardised system for branding and what will this achieve?
Alison Richings
Senior Wayfinding Manager
Endpoint
29. personalised
needs,
Allow individuals to explore their
therefore simplifies the procedure of making
decisions for transactions through technology.
The information industry
37. How do I get to
York?
How
much?
Which
station?
How
long?
What
time?
38. Where’s the
station?
How do I pick up my
ticket?
How will I navigate the
Station?
Which
Platform?
Can I get a
coffee?
Is the train
on time?
39. ‘Needs to
know’
‘Relaxed
avoider’
‘Should have
checked’
Starts relaxed, if there
are any issues en-
route will wish they
had done some pre-
planning.
Requires reassurance
Will check and plan
for all possibilities
Will create mental
modes
Self-assured and
confident. They will
avoid crowds and will
happily leave things
to the last minute.
40. Low
anxiety
Pre-visit En-route Arrival Facilities
Journey
Needs to know Should have checked Relaxed avoider
Anxietylevel
Platform Train Interchange Destination
Mid
anxiety
High
anxiety
41. ‘Needs to
know’
Builds a
mental model
Checking process:
Find out pricing
Station information
Parking/onward travel
Facilities
Train details
Scenario planning
52. Low
anxiety
Pre-visit En-route Arrival Facilities
Journey
Needs to know Should have checked Relaxed avoider
Anxietylevel
Platform Train Interchange Destination
Mid
anxiety
High
anxiety
HIGHEST
ANXIETY
53. Wayfinding information provided:
Architecture
Signs
People
Information screens
Wants and needs:
How far to the platform?
How do I get to the platform?
How will I know I have got on the
correct train?
How will I know where to stand on
the platform?
When will you call the train?
What happens if it’s delayed?
ARRIVAL TICKET HALL FACILITIES GATELINE PLATFORM
MYSTERY
99. “Transport systems are brands, they have an identity and
a consistent language that is often expressed throughout
their system from the way the maps look, to the uniforms
the staff wear, to the shapes of the vehicles.”
Helen Garley
111. ... but, once there, far from
clocking sections of grubby
hoarding, or limp striped tape,
what passengers see is some
real attention to detail, coupled
with an appreciation of the
tube’s own graphic language.
Creative Review
112. Taxi drivers in Dundee have
complained they are missing
out on trade due to poor
signs at the railway station.