(Catching) The 4.50 from Paddington
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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
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(Catching) The 4.50 from Paddington
- 1. Alison Richings Endpoint ... 4:50 from Paddington Wayfinding around train stations 25.06.2013
- 4. brand change to a complete spectrum of
- 6. [Catching]
- 8. [Missing]
- 9. [Strolling with a coffee & pastry to]
- 10. Final scenario We want and need the Except, of course ...
- 11. McGillicuddy Elspeth She caught the train and wished she hadn’t
- 12. Wayfinding What has got to do with it?
- 13. Places
- 14. People
- 15. Time ...
- 18. ITS NOT
- 19. NOT
- 21. Environment Passengers Information Architecture Simplicity of routes Number of decision points location and quality of landmarks Familiarity Understanding of the process/ environment Mental model Spacial awareness Our mobility Memory Quality location appropriateness When and how it’s provided
- 22. Passenger Do you take a centred approach? and
- 24. Passengers What is affecting these lives? and
- 25. the world ‘Statistically is a city’ Margareta Freitas – Thales
- 26. According to the UN ... 70%of the global population will be living in cities in 2050
- 27. city people How are all these going to get around?
- 28. Wants and needs
- 29. personalised needs, Allow individuals to explore their therefore simplifies the procedure of making decisions for transactions through technology. The information industry
- 30. 1.4billion train journeys per year 16times UKPopulation UK train travel
- 31. 150million UK train travel people a year pass through London’s Liverpool Street, the country’s busiest station
- 32. 1,000,000,000visit the 18 railway stations directly owned by Network Rail UK train travel
- 33. Oldesttrain network in the world
- 34. High Speed
- 35. Technology
- 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
- 42. ‘Should have checked’ Uses familiarity Checking process: Buys ticket by looking for a deal Checks timetable and station details You can always park at a train station, right?
- 43. ‘Relaxed avoider’ Relies on Self-confidence Checking process: Buys ticket for time required Assumes everything else will be okay
- 46. Be simple and effective Include: Super graphics Pictograms Work with the architecture Try to not let advertising dominate
- 47. Inform
- 48. Clear instructions Include: Facilities information Effective use of the environment Platform details Station layout
- 49. Engaging
- 50. Inspire Include: A human approach Create landmarks Be hospitable
- 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
- 54. Mystery zone Behaviour within the
- 55. Screen hug
- 56. ‘Needs to know’ Builds a mental model Routed to the spot Can’t miss the train ...
- 57. Overcrowding
- 58. Running
- 59. Abuse
- 60. Less capable
- 61. Wayfindingto answer the questions Using
- 62. 1. Think like an airport
- 63. Be simple and pragmatic Carry facilities information Be consistent in sign locations and platform details Include station layout plans
- 64. encourage passengers Consider multiple airport-style departure screens to to roam
- 66. Needs focused Personal service Leisure based
- 67. Less this
- 68. A station more about stayingthan leaving Ben Ruse of HS1
- 69. The ticket offices are peripheral; shops dominatethe centre of the station
- 75. 3. Time distance
- 76. calling a trainand departure based on distance to platforms Have an agreed time lapse between
- 77. ‘Relaxed avoiders’ Relies on Self-confidence Grabs a coffee there is time ...
- 78. in time units Show the distance to the platform
- 85. 03 05 11 10 09 12 13 14 18 19 25 17 21 53 22 23 24 27 30 37 4038 39 41 42 43 49 48 47 46 45 02 04 06 15 26 29 WHSmith Outside piazza MS Boots MS 28 32 36 35 20 01 01 02 05 06 09 10 13 14 17 18 03 04 07 08 15 16 11 12 Euston Square (300m) University College Hospital EUSTON ROAD MELTON STREET CARDINGTON STREET Way out Euston Road Eversholt Street 1 Way out Euston Road 2 Way out Melton Street 3 51 52 31 Trade Reception 07 08 WHSmith Customer Information Point
- 86. real time Demystify the train movements
- 88. PLATFORM 1 5mins 10mins PLATFORM 2 PLATFORM 3
- 89. ‘Needs to know’ Okay the train is still 10 mins away
- 90. Platform
- 91. Where to standon the platform?
- 95. Board 4 car trains from this point forward
- 98. Identify How do people a train station?
- 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
- 100. many brands One national network
- 102. Understand? Hard to
- 103. Consistent brand
- 106. ‘Should have checked’ I know what to expect at each station I travel through
- 107. 6. Plan upgrades
- 108. re-developing What happens with a station?
- 109. communication Need a clear plan for the entire process
- 110. Page 7 of 19 Endpoint Brands Applied © Copyright Endpoint Ltd. This document is the property of Endpoint must not be used, reproduced or disclosed to any persons without written consent from Endpoint. New signs schedule – sign refs: PN9 to PN10 Sign details Sign type Platform number Specification Digitally printed removable vinyl coloured strip overlay Sign size 40mm vinyl strip applied to sign approximately 350mm wide x 600mm high Fixing Temporary applied self adhesive vinyl with removable adhesive Quantity 2 off Site works Installation Applied vinyl coloured strip. Lighting None Remedial work None Mounting surface Existing sign substrate Notes - Sign design Existing sign/Sign location
- 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.
- 114. Even TfL doesn’t always get it right
- 115. Openingday
- 117. Innovations
- 119. Informationis power
- 121. Mobile ticketing App based Near field communication
- 123. Mobile ticketing $600bglobal mobile payments by the end of the year 2013 You could purchase 5miphones
- 124. Origin and destination details Mobile ticketing
- 125. Don’t allow the QR codes to become a solution in need of a question
- 126. Google wallet NJ transit partnership
- 128. Social media
- 129. Apps Facilities Accessibility Real time bus text messaging service Train exit information
- 130. Apps –Copenhagen airport Walk through with virtual signs
- 131. Apps –Copenhagen airport Plan of terminal with viewpoint for orientation
- 132. Apps –Copenhagen airport Link to shopping and restaurant information
- 133. Google glass
- 139. Demystify the process Personalise the process Utilise technology Benefits: Cohesive crowds Less abuse Fewer safety issues Uplift in revenue from food and beverage Benefits: Passenger empowerment Real time information Just in time updates Engagement Benefits: Easier changes Deeper engagement (social media)
- 140. ‘Needs to know’ ‘Relaxed avoider’ ‘Should have checked’ Think about ... ... behaviour
- 141. McGillicuddy Elspeth May still witness a murder, but ...
- 142. Coffee pastry Relaxed with a
- 143. Thank you
- 144. Endpoint 165 Tower Bridge Road London SE1 3LW United Kingdom Tel +44 (0)20 7089 2670 Fax +44 (0)20 7089 2671 www.endpoint.co.uk © Endpoint. This document and the material contained in it is the property of Endpoint and is given to you on the understanding that such material and the ideas, concepts and proposal expressed in it are the intellectual property of Endpoint and protected by cop- yright. It is understood that you may not use this material or any part of it for any reason other than the evaluation of the document unless we have entered into a further agreement for its use. The document is provided to you in confidence, on the understanding it is not disclosed to anyone other than those of your employees who need to evaluate it.