ACT 2014 Empowering Travellers with Online Transport Information Gamification and Outreach Tools

1. Empowering travellers with online
transport information,
gamification and outreach tools
ACT International Conference 2014
08/04/2014

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This presentation will…
• Highlight how user-focused, full service transport information, outreach and
gamification websites can:
• Connect with transit users and give them what they need
• Use ‘real time’ information
• Integrated with entities like Google and Microsoft
• Use GTFS (Google) data to create interactive maps, schedules and simple trip planners
• Incentivise alternative mode usage
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Smart mobility and the role of technology
• People are increasingly using GPS equipped smart devices to access
context specific transportation questions
• They are looking for ‘here and now’ information
• They are also searching for ‘non-traditional’ shared transportation
options
• Uber
• Hailo
• Sidecar
• Ridescout
• Etc
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Smart mobility and the role of technology
• A transportation agency will have its own goals to serve the needs of
the public:
• How do I provide trusted transportation information, and incentivise people
to shift modes?
• Can I do this using in-house skills?
• What about data? Where does that come from? Who owns it?
• How can I embrace new modes?
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Smart mobility and the role of technology
• These questions can largely be answered, either via a website or a
mobile app.
• Different third parties offering different services – Google etc
• The best examples allow for information ‘on the go’ – free apps
• They may not cover all the gaps – how do I make it localised ?
• But what if you have your own data, and want to create your own
branded information systems and websites?
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OKC Metro – what we knew
• Focused on improving their offer, attracting new users and their profile
in OKC
• Had invested in a new scheduling software system
• Had purchased a new real time information system, with plans to make
all vehicles trackable by GPS
• Wanted us to hook into the new data sets that the system would be
producing
• We had to keep it simple and not overwhelm
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The end users – what we knew
• The existing website was heavily used by smartphone users
• Predominately Android
• Potentially with low GB data plans
• The existing website was not smartphone friendly and PDF map
downloads were required
• People were predominately looking for schedule information
• Website had around 18,000 visits a week
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Open data was the key
• Following TriMet’s lead we:
• Worked with OKC Metro to get their schedule data into GTFS format
• Provided assistance on getting data into Google Maps/Bing Maps
• Consulted with TriMet on the use of TimeTablePublisher
• Assured that OKC Metro could process all their data in-house and publish
online and in print
• Created ‘one version of the truth’ and made it available for the website, print
materials and other developers
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How the project rolled out
• Initial workshop in OKC to communicate project goals and gather input
from key stakeholders
• Information gathering, including site visits to call centres
• Design stage
• Data work
• Work with real time vendor
• Google/GTFS
• TimeTablePublisher
• Online/Print
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“The launch of these travel
tools will not only create a
more confident rider, but will
make the system easier to use
and accessible.”
Michael Scroggins, EMBARK
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Gamification – the incentive
• Got a new transit line or network enhancement?
• Gamification can be used to encourage people to try an alternative
mode
• http://www.kingcounty.gov/inmotion
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Take-aways
• Take a look at your transit agency or outreach website – see if it offers
mobile friendly tools
• Ask whether schedule data has been provided to Google Maps or Bing
Maps
• If it needs refreshing or updating – remember change management
• Use passenger information as part of your TDM approach – people will
use it
• Understand whether gamification could spur non-users to give it a go
• Follow EMBARK’s lead – don’t just launch a fancy new website,
integrate it with other meaningful changes or marketing efforts
Presentation dateACT International Conference 2014 24

25. DISCLAIMER: This work may only be used within the context and scope of work
for which Steer Davies Gleave was commissioned and may not be relied upon in
part or whole by any third party or be used for any other purpose. Any person
choosing to use any part of this work without the express and written
permission of Steer Davies Gleave shall be deemed to confirm their agreement
to indemnify Steer Davies Gleave for all loss or damage resulting therefrom.
Craig.nelson@sdgworld.net