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A Model of Disruption




Sunday, February 21, 2010
Sunday, February 21, 2010
Sunday, February 21, 2010
Sunday, February 21, 2010
Sunday, February 21, 2010
Sunday, February 21, 2010
“            Thinking that every sign must stand on its
                    own and contain an entire message is not
                    only unimaginative, it’s ignorant of how
                    human brains operate.
                    PA C O U N D E R H I L L




Sunday, February 21, 2010
Sunday, February 21, 2010
Sunday, February 21, 2010
Sunday, February 21, 2010
Sunday, February 21, 2010
Sunday, February 21, 2010
Sunday, February 21, 2010
Sunday, February 21, 2010
How can we make
                    service change
                    messaging more
                    digestable?


Sunday, February 21, 2010
Moving through the
                    subway takes place
                    over time. Why can’t
                    the messaging?


Sunday, February 21, 2010
A Rider’s Sequence of Discovery
         Alert!

         Break It Down

         Course Correct

         Direct




Sunday, February 21, 2010
A Rider’s Sequence of Discovery
         Alert!

         Break It Down

         Course Correct

         Direct




Sunday, February 21, 2010
A Rider’s Sequence of Discovery
         Alert!

         Break It Down

         Course Correct

         Direct




Sunday, February 21, 2010
A Rider’s Sequence of Discovery
         Alert!

         Break It Down

         Course Correct

         Direct




Sunday, February 21, 2010
A Rider’s Sequence of Discovery
         Alert!

         Break It Down

         Course Correct

         Direct




Sunday, February 21, 2010
A Rider’s Sequence of Discovery
         Alert!

         Break It Down

         Course Correct

         Direct




Sunday, February 21, 2010
A Rider’s Sequence of Discovery
         Alert!

         Break It Down

         Course Correct

         Direct




Sunday, February 21, 2010
A Rider’s Sequence of Discovery
         Alert!

         Break It Down

         Course Correct

         Direct




Sunday, February 21, 2010
Alert!




Sunday, February 21, 2010
Alert!




Sunday, February 21, 2010
Alert!




Sunday, February 21, 2010
Alert!




Sunday, February 21, 2010
Break it
  Down



Sunday, February 21, 2010
Break it
  Down



Sunday, February 21, 2010
Course
  Correct



Sunday, February 21, 2010
Course
  Correct



Sunday, February 21, 2010
Service changes are a fact of life in
               the Subway. They’re inconvenient,
               so the signage better not be.




Sunday, February 21, 2010

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