Regional Transit Coordination Plan Way-Finding Focus Group Study Final Report. August 2003

Transcription

1 Regional Transit Coordination Plan Way-Finding Focus Group Study Final Report August 2003 Prepared with assistance from: Northwest Research Group, Inc. Seattle th Ave. N.E., Suite 200 Bellevue, WA (425) Boise 225 North 9 th Street Suite 200 Boise, ID (208) http// Modified date: 15-Aug-03 Author: AS File: o:\siddall\rtcp\focus groups\report\sea as.v2.doc

2 Table of Contents Project Overview...3 Background and Objectives...4 Summary...6 Transfer-Point Symbols...7 Signage Kiosk Screens Updated RTA Web Site Detailed Findings Transfer-Point Symbols Signage Kiosk RTA Web Site General Participant Feedback Appendix Screener Moderator s Outline Transfer Symbol Evaluation Tally

3 Project Overview 3

4 Background and Objectives The Regional Transportation Authority (RTA) is in the process of developing a Regional Transit Coordination Plan, or RTCP, (hereafter referred to as the Plan ) for the six-county northeastern Illinois region. The goal of the Plan is to enhance regional mobility by improving interagency transfers, and a study is being or has been conducted for physical, service, information and fare coordination to recommend specific improvements. As the RTA and its transit operators the Chicago Transit Authority (CTA rapid transit and urban bus divisions), Metra (the commuter rail division), and Pace (the suburban bus division) each have vested interests in improving interagency transfers to increase ridership for the system, the project team is made up of individuals from each of those agencies. One portion of the plan, the Information Coordination component, presents several recommendations for improving current passenger information (both prior to traveling and en route) to help guide passengers transferring between the CTA, Metra and Pace. Some of the recommended improvements include: A new rail-to-rail system map, with interagency transfer symbols Revised route maps that include the proposed transfer symbol Directional signage targeted to interagency transferring passengers Kiosk and web site electronic screens targeted for inter-agency trip planning The full recommendations are described in the RTCP Task B Report: Recommended Modification to Targeted Information. The objective of the current concept refinement phase for the Information Coordination component is to ensure that recommended concepts are properly targeted to the unique needs of users within the RTA transit system. To satisfy that objective, focus groups were conducted on June 12-13, 2002 to assess and refine prototypes of the products listed above with geographically segmented Chicago area residents (urban and suburban), who do, or would be willing to use mass transit in the region. Focus group sessions provide more in-depth information than might be provided through quantitative research methods. Prototypes of the recommended transit passenger information products, intended to serve not only local riders but also national and international customers, were prepared and presented to focus group participants for reaction and input. To develop the prototypes, transit information produced locally and by peer transit agencies or other organizations throughout the country and the world were evaluated. Features considered to be positive were incorporated, and those considered negative were avoided. Three recommended products not assessed in this focus group were Local Area Maps, Local Station Link Map, and the Regional Transit Destination Guide. Some of the concepts introduced included graphic treatments for indicating the location and nature of transfer points on maps and schedules; transit branding; and standardized international-style transit icons (pictograms) to represent rail, rapid transit and bus service. Project Overview: Background and Objectives 4

5 Group Composition Four (4) focus groups, each consisting of between six and ten participants, were conducted with residents at least 18 years of age. All respondents were required to indicate a willingness to consider transferring between service boards in the future, and at least one half were required to indicate that they transfer between agencies currently. A mix of current ridership frequency was sought, along with a mix of gender and other demographics. The focus groups were segmented as follows: Two city residents groups, defined as residents of communities within the Chicago city limits. Two suburban residents groups, defined as residents who live in suburbs, or communities adjacent to Chicago. One group of city residents and one group of suburban residents focused on proposed mapping strategies, including several treatments for transfer symbols. One group of city residents and one group of suburban residents focused on electronic information, including the recently redesigned RTA web site and a traveler information Kiosk prototype. Screeners Jeff Etherton, of Northwest Research Group, prepared the focus group screener, a tool for recruiting participants that met the above-mentioned criteria, and moderated the focus groups. (A copy of the final screening instrument used is included in the Appendix of this report. ) Project Overview: Background and Objectives 5

6 Summary 6

7 Response from the participants on the relevance and usefulness of the proposed products was generally positive, and the direct feedback has been valuable for concept development. This section briefly summarizes that feedback, with greater detail included in the following section. Final development of the products will involve field studies, further prototyping with a wider range of passengers, and the participation of each transit agency for refinement and cohesiveness. The results from these initial focus groups suggest that implementing these products will help make the region s transit resources fit together more seamlessly for customers. Transfer-Point Symbols Five transfer symbols were compared by focus group participants for their effectiveness in communicating the location and nature of transfer points between CTA rail (the L ) stations and Metra stations on rail-to-rail system maps and route schedules. Each symbol is a variation on longestablished and effective symbols currently used by transit agencies throughout the world Circle Circle-tosquare Outline Target Pill Rail-to-Rail Map A new rail-to-rail map prototype was assessed, which is similar to the CTA rail system map, but presents the entire Metra rail system with the CTA rail lines, and highlights transfer locations, both inter- or intra-agency. Several methods were used to make the map very informative, but simple to use. The rail lines are set at 45 and 90 degree angles, the typeface was chosen for readability at a small size or on a sign, and station names and end-points are treated consistently. To test the prototype, participants were directed to find their way for five routes requiring an inter- or intraagency transfer (one for each symbol). Legends were not presented with the maps in order to judge which transfer symbol was most effective without guidance. Afterward, participants discussed the route they chose and difficulties they encountered. As shown on the map following (one of five, using symbol #2), a square symbol indicates a Metra station, and a circle indicates a CTA rail station. Dashed lines between symbols represent walking connections that are three blocks or more. Treatment number one at least gives me an idea there's some type of walkway or some kind of, some way to get from A to B. But the bull's eye tells me nothing. (city resident) Just simpler. You know, a circle, the station where you can transfer. And a tunnel going on between. (suburban resident, discussing symbol #1) Summary: 7 of 51

8 Rail-to-Rail Map Prototype (Symbol #2: Circle to Square) a square symbol indicates a Metra station, and a circle indicates a CTA rail station. Station names on the map were not accurate for prototyping purposes. This graphic is shown at 45% of actual size. The most positively received symbols were treatment 1 or 2, with the participants citing that both were easy to understand, and were helpful to correctly and quickly identify transfer points. The symbol with the poorest feedback for meaning or clarity was treatment 4, the target symbol. Using the rail-to-rail maps, participants were successful in quickly finding transfer opportunities between CTA and Metra for several complex routes. The prototype rail-to-rail map appealed to the majority of participants, especially as a portable take with you alternative to the existing RTA or CTA system map, and many participants added that the use of one consistent symbol was best. Summary: Transfer-Point Symbols 8 of 51

9 Participants recommendations for refinement of the symbols and the rail-to-rail maps were as follows: Utilize treatment 1 (circles) or 2 (circles to squares), or something similar, and apply it consistently on all information pieces, including system maps, signs, Pace and CTA bus route maps, CTA and Metra rail maps, etc. Consider using colors to differentiate Metra lines, as for the CTA. Include a legend or key. Combining a circle with a square (treatment 2) to depict different modes was attractive to some, and confusing to others. Several participants suggested that with a legend or key, its meaning would be clear. More specific suggestions for improvement are included in the Detailed Findings. Route Maps Route maps using similar graphic treatment, service mode icons and transfer symbols as the rail-to-rail map were also assessed. Two examples are shown below: Metra Rail Route Map Modification Prototype (grayscale) CTA Bus Route Modification Prototype (grayscale) Like it! Water tower! Art Institute and it does have a symbol for the CTA. (city resident) And you could tell the difference with the Metra line and walking. (city resident) But on this one it's clearly saying CTA and then Metra is a square. So in that respect it would be good to have. Summary: Transfer-Point Symbols 9 of 51

10 When compared with existing route maps, most participants were pleased with the clarity of the modified CTA bus and Metra route maps, and were able to identify transfer opportunities more easily. Suggestions for refinement included: Add more landmarks to the route maps to aid participants in finding their destination. Use consistent transfer symbols across media. Add a small graphic showing the representative geographical coverage of the route (in relation to the whole system). More specific suggestions for improvement are included in the Detailed Findings. Summary: Transfer-Point Symbols 10 of 51

11 Transfer Signage Participants assessed a proposed system for trailblazer signage for directing interagency passengers at key decision points along a hypothetical path between a Metra station, a CTA/Pace bus stop, and a CTA rapid transit station. Bus route numbers and station names on the prototypes were not accurate for the focus group purposes. Significant features of the new signage prototypes shown to participants included: Icons for each mode of transport (two variations tested) A more prominent transit information phone number ( ), with a more descriptive explanation North/south/east/west directional indicator Situational instructions (one block north) Agency indicators (Metra, Pace, CTA), combined on one sign Good, I mean it gives explicit directions to the station. (city resident) One s in a square, one s in a circle This is the Metra because of the square. On the [RTA] Web site, it had the subway a circle. (city resident) Interagency Signage Prototypes At a bus stop, connecting to Metra rail Exiting the CTA platform Exiting the CTA or Metra rail station (toward the buses) On the Metra platform Overall, the proposed signs were considered to be a significant improvement over current signage (and participants noted that there often isn t any). Most participants recognized the system of service icons and transfer shapes (circles and squares) emerging among the prototypes, and some considered them to be helpful, while others were neutral. While some participants recognized the use of the square to denote Metra and circles to represent CTA or bus, distinctive vehicle symbols were considered more important. Participants were very positive about several aspects of the signage, including the larger Traveler Information Center (TIC) phone number, and the contextual directions to the connection ( One Block North ). Suggestions for signage improvements included the following: If I didn't know I was looking for - I mean it says train, I would go looking for a train, if I was new, I would just go look for a train not knowing there's multiple trains in Chicago. (suburban resident) Summary: Transfer Signage 11 of 51

12 Create a more distinctive Metra icon (for commuter trains) to help remove any confusion with the CTA train icon. Use logos for each transit system as much as possible in all signage, for example, next to each route number, as all participants were either aware of or very familiar with them. Always include route names with the numbers in all signage. Redesign the prototype branding system (or remove it) for highlighting the mode to which passengers are being directed, as the meaning of the highlighted circles was interpreted in different ways, or not even noticed. Use international terms supplemented with local terminology for modes or destinations (such as subway, downtown; the L, the Loop ). More prominently display the direction the viewer is facing at the sign (North, South, East, West), plus the direction and destination of each route. Emphasize that the Traveler Information Center ( ) phone number provides information for all services (Metra, CTA and Pace), and, although it is not needed locally, consider including an area code with the phone number, because no listing no area code was more confusing to participants. More specific suggestions for improvement are included in the Detailed Findings. Summary: Transfer Signage 12 of 51

13 Kiosk Screens The RTA is currently developing a self-serve traveler information Kiosk, where travelers at stations, airports and other locations around the region can use a screen interface to find a route, and print a schedule, map, and other trip-planning information. Details on special events, museum exhibits, lakefront festivals, and municipally sponsored events will also be available through the same Kiosks. Interagency Trip Planning Digital Interface Prototype The Kiosk prototype combines the transit information that is often retrieved from each transit agency s independent web site, such as schedules and route maps. By making that information available from one integrated site, and utilizing consistent graphic convention and interaction model, its goal was to make planning a multi-modal trip more seamless. Three activities were tested: using interactive maps to find a destination, using point to point trip planning, and getting a schedule. Participants were clearly supportive of having transit passenger information Kiosks at major locations (even with the prototype s shortcomings), suggesting that the RTA would benefit from providing this service to its current and potential users. Participants had the following suggestions for improvement: If you had something that may be posted on it, on the machine, in front, like on the side panel right next to it saying, here's how to use it. (suburban resident) But I think that's a good improvement, having a Kiosk there just like you would have a laptop in the hotel room, I think it is very helpful. (suburban resident) The weather's kind of nice, but I like the time and the date. (suburban resident) Summary: Kiosk Screens 13 of 51

14 Make the look, feel, and function of the Kiosk consistent with the RTA s website (trip planner), and RTA, CTA, Pace or Metra printed maps and other media, using the same symbols, icons and logos, for easy recognition and familiarity. Consider a step-by-step linear approach (1-2-3, like bridal registry or airline check-in kiosks). Set the default location (trip origin) to where the Kiosk itself is standing, and set time of travel defaults to the current time of day. Provide clear instructions for use on-screen, or to the side of the machine, for new users. Offer a return trip function for the trip planner, allowing users the ability to print directions to AND from their destination. (This also applies to the online trip planner assessment under Web Site. ) Ensure that all Kiosks are always working, print very fast and are always stocked with paper. Continue to make traditional pre-printed schedules widely available (participants did not indicate where they get schedules currently). Make printing a priority, and in color if possible to best differentiate the colored CTA lines. In grayscale, they should still be clearly distinguishable. One of the most valuable features of the kiosk is the ability to carry away directions. More specific suggestions for improvement are included in the Detailed Findings. Summary: Kiosk Screens 14 of 51

15 Updated RTA Web Site The recently redesigned RTA website includes not only the online trip planner on its front page, but also regional events and entertainment information, plus general RTA and regional transit information. The site was shown to one city and one suburban residents focus group for an evaluation of its content and usability, especially with regard to interagency trip planning. Overall, participants were able to understand the site and find the categories they needed, but expressed a preference for a one-stop website for all of their public transportation needs and inquiries. Interagency Trip-Planning through the RTA Web Site Specific participant suggestions for improving the RTA web site included: It s right there, kind of like one stop shopping... if you re going to like, have a schedule out, make it like a standard looking kind of schedule, that s maybe a standard format, like... use a schedule format that has the map on the left side and has the schedule here. (city resident) Offer point-to-point trip maps (many cited MapQuest.com as a useful site that they used frequently). Consider applying the advanced search functions to the online trip planner section of the front page. Summary: Updated RTA Web Site 15 of 51

16 Make standard online schedule formats for CTA, Metra, and Pace, with the same layout and look, and easy to get to from one site (this suggestion may apply directly to the kiosk and other printed media as well). Allow entering (typing) landmarks as well as addresses when inputting origins and destinations. (In this case, that feature exists but is not explicit, and therefore, should be made so.) Make the look, feel, and functionality consistent with the Kiosks and other media (print or interactive) for easy recognition and familiarity. Consider moving other subject areas from the City Guide section to the trip planner page (and to the front page when appropriate), where the data is more likely to be sought after (in the context of planning a route). Identify sources for city guide venues, restaurants etc. that are links on the RTA site (many participants did not consider the RTA to be an authority on these subjects). Make traveler information content more available and actionable on the front page (rather than as simply links from the front page). Several participants had difficultly finding typical traveler information, such as schedules, fare information, and maps on the web site (under travel ). More specific suggestions for improvement are included in the Detailed Findings. Summary: Updated RTA Web Site 16 of 51

17 Detailed Findings 17

18 Transfer-Point Symbols Participants were presented a series of rail to rail maps with different transfer symbols to evaluate which would be most easily understood (Treatment number 1 is shown below). These symbols were then evaluated on a bus route map and a Metra route map as well, using similar graphic language and icons. A current Metra map was shown to each group as a basis for comparison. Afterwards, an RTA system map was also reviewed for comparison. It should be noted that when searching for a transfer location on the RTA system map, one of the two groups incorrectly identified a station as a transfer location between Metra and CTA, where, in actuality, there is no transfer possibility at that station. Therefore, clarity of transfer points on the existing RTA system map does warrant improvement, or reinforcement, as discussed below. Rail to Rail Map Note that station names are not accurate for prototyping purposes. Detailed Findings: Transfer-Point Symbols: Rail to Rail Map 18 of 51

19 For each map, participants were given an assignment to find their way from Point A to Point B, which required transferring from one system to another. To avoid order-bias, the order of each treatment was rotated for each group. General comments are summarized below, followed by specific comments for each treatment option. Most participants were not aware of the existing RTA system map, or where to get it. This map should to be advertised and widely available to potential users. Even though some participants indicated that the existing map is somewhat useful, most respondents agreed that it does not indicate transfer points clearly. Now that's [to find out where to transfer] where I would get confused. (city resident) I would just know where to get off basically, and then I'm on my own again. (city resident) A small majority of participants agreed that one transfer symbol should be used throughout all maps to keep it simple and consistent. To some participants, different transfer symbols mean there are some differences between the two, such as a transfer fee.... maybe just one of the symbols (city resident) because you have two different things, like down here you have the line in between, so do one thing or the other it s just confusing people. (City resident) [The bull s eye means] You have to pay to get the other train [and the circle ones are] It s free transfer. (suburban resident) I'd say pick one and stick with it. (suburban resident) Overall, most participants recognized each symbol as a connecting point. However, the way in which one transfers between the systems was not always clear. Detailed Findings: Transfer-Point Symbols: Rail to Rail Map 19 of 51

20 Each symbol and an evaluation follows: TREATMENT ONE CIRCLE TO CIRCLE In both city resident and suburban resident groups, the symbol shown above in Treatment 1 (Circle to Circle) was the one preferred by participants. Participants mentioned that the symbol is simple and shows the connection between the two lines. They also liked it because all of the transfer points were indicated using the same symbols, circles with a connecting tube in between. The one [Treatment 1] we just looked at, it gives us more information because we have different codes we can go off of and the symbols are pretty simplistic so you can kind of figure out what they are. (city resident) Treatment number one at least gives me an idea there's some type of walkway or some kind of, some way to get from A to B. But the bull's eye tells me nothing. (city resident) Just simpler. You know, a circle, the station where you can transfer. And a tunnel going on between. (suburban resident) TREATMENT TWO CIRCLE TO SQUARE Treatment 2 (Circle to Square) received mixed reactions from participants. Some participants thought the two shapes, circle and square, indicated different transit systems (CTA and Metra) and the two shapes are still connected with the tube indicating a clear connection between the two points. For others, the different shapes were not immediately associated with different systems and, for some, were confusing as the symbols were not uniform throughout the map shown. In fact, one participant also pointed out that when the symbol is tilted for diagonal running lines, it becomes a new symbol because the square becomes a diamond and could further confuse users. T Detailed Findings: Transfer-Point Symbols: Rail to Rail Map 20 of 51

21 I think you just use circles instead of, if you're not going to have a key, the squares and circles don't mean anything so you just use one or the other. (city resident) the symbols all mean exactly the same thing, just so it's a transfer, that's fine. But if people are concerned about going from one, you know, like from Metra to a CTA, then the two different symbols explains it. That's what they're concerned about. (suburban resident) I think number 2 is the best one because it has the squares for the Metra, the circles for the CTA so you know that you're going from one type to the other type and there's a connection point in the middle so it's not separated and you'd have to go far - you know that you can go from one to the other easily. (suburban resident) TREATMENT 3 OUTLINED BOX Treatment 3 (Outlined Box) was one of the least liked by the majority of participants because the box around two points made little sense and they did not see this as a clear transfer indicator. I don t like the box around it at all. It just doesn t make sense to me. (city resident) You don t know what that connection is. (city resident) I've got a big box with a small box and a circle in it. I didn't know if that was one, it meant a bus line or whatever because I've never been on that particular line, but I don't know why we need two different things for (suburban resident) Detailed Findings: Transfer-Point Symbols: Rail to Rail Map 21 of 51

22 TREAMENT 4 - TARGET Treatment 4 (Target) did not signify the transfer point as well as the other symbols and participants wondered why there were different symbols for different transfer points. To some participants, this symbol meant, You are here. They're just confusing; they don't represent anything to me really. (city resident) Nothing tripped me up but I didn't know what the bull's eyes stand for. I had an idea because we've been talking about it, but if I were somebody new I wouldn't have any idea what bull's eye stand for. (city resident) It means you are there. (suburban resident) TREATMENT 5 - PILL Treatment 5 (Pill) clearly signified the intersections of two lines, but for at least some participants did not clearly indicate that the intersection was a transfer point. Participants saw the transfer point between the two lines, but were unsure how these intersections were connected. However, one participant preferred this symbol to others based on its simplicity. And number one looks like a barbell so it kind of tells you there's a station there. This [Treatment 5] doesn't tell you if there's a station, it just looks like they're connected somehow, but you don't know how. (city resident) Because it didn't have as many symbols and signs. It was just the Tylenol little thing. (suburban resident) Detailed Findings: Transfer-Point Symbols: Rail to Rail Map 22 of 51

23 Route Map Evaluation After reviewing existing maps, including the RTA system map, participants were asked to evaluate a revised Metra route map for Chicago to Fox Lake, and a revised CTA bus route 145 map. Each included Treatment 2 (Circle to Square) transfer symbols and mode icons to clarify bus to train transfer points. As stated, the majority of city residents were aware of the RTA system-wide map, but not everyone associated the map with RTA, and some were more familiar with the CTA system map. City residents stated that this map is hard to obtain. Furthermore, suburban residents were virtually unaware of the existence of the RTA system map. The following are responses to the existing RTA and CTA System Maps: The majority of participants considered the RTA system map to be useful, as it shows all the transit routes for both trains and buses. Some participants stated they would use this map at home as a planning tool because of its large size, while referenced the usefulness of the bus route and schedule information on the CTA system map. The only thing missing are the schedules or the time period the trains or the buses run on, but other than that, if you're going to go someplace, that's going to make that big of a difference because you have to get there anyway. (city resident) For buses you could say runs every 15 minutes or runs every - so that you know how long you're going to be standing on a street corner. (city resident) Yeah, I would want one. I didn't know they were available. (suburban resident) I would use this, I would put this on my wall, because I already have the CTA train line, I have it on my wall in my house. (suburban resident) Participants indicated that it is difficult to find a transfer point between different transit systems on the map. They suggested that a transfer symbol for CTA with a T in a circle would be effective. Okay, so it s more detailed in the city, then, the bus lines and stuff. It s not as good as the one s you ve been showing us. (suburban resident) This one has T's here. That's a good idea. For transfer points. (suburban resident) Detailed Findings: Transfer-Point Symbols: Route Map Evaluation 23 of 51

24 The following are responses to the new route maps (shown): PROTOTYPE MAP ROUTE 145 Participants cited that the prototype bus route map (above) was an improvement because it clearly depicts the transfer points and systems involved in a transfer. In addition, even though the map uses different shapes for CTA and Metra stations, participants clearly understood the transfer opportunities. They also mentioned that a full-color map would help identify different CTA Lines as well. Like it! Water tower! Art Institute and it does have a symbol for the CTA. (city resident) And you could tell the difference with the Metra line and walking. (city resident) But on this one it's clearly saying CTA and then Metra is a square. So in that respect it would be good to have. (city resident) [In the new route map the transfer places are] just clearly marked The square's for Metra, circle's for CTA. (suburban resident) It s easier to see the lines I guess the thing is that there's a difference in the color, the light gray there indicating you're getting on an elevated from the bus. (suburban resident) Detailed Findings: Transfer-Point Symbols: Route Map Evaluation 24 of 51

25 PROTOTYPE TRAIN MAP CHICAGO TO FOX LAKE Participants stated the Metra prototype route map (above) was an immediate improvement, because, unlike existing Metra maps printed on the schedules, this map clearly establishes transfer points. Some participants stated that it would be beneficial to include towns and cities on these maps as Metra travels significant distances from Chicago. It s better it shows that you could get on other trains. (city resident) And it even has the picture of the train that says CTA and it says to stop it's a circle. (city resident) Well, it just shows me you're transferring from Metra to CTA and that other one you're transferring from Metra to Metra, right? That's what I'm gathering, there's no switch between Metra and CTA on the Antioch line. (city resident) A lot of times they don't say what town it is, because the first six stops on here are all in the city of Chicago. And then the other ones going north, like Lake Cook Road, you don't know what town that is in, and a lot of the other ones are like that in the Metra stop. It'll say like - there's a stop on the line that I take home, Route 59. You have no idea what town that is. They just call it the Route 59 stop, and if you're from out of town, you want to go meet - you're going to go meet somebody, you don't know what town it's in. (suburban resident) Detailed Findings: Transfer-Point Symbols: Route Map Evaluation 25 of 51

26 Signage To test various way-finding signage strategies, a series of prototype signs were presented to participants in the four groups. As the prototypes were shown, all participants were asked to provide feedback on the clarity and usability of each sign. Overall, nearly all participants agreed that having transfer signage similar to the prototypes shown will make it easier to transfer. General comments shown below are followed by comments more specific to each sign example. As city residents mentioned, lack of signage is an area that transit agencies need to improve. When these prototypes were shown, they immediately recognized an improvement. On the other hand, suburban residents, who are less dependent on signage, were more critical about the prototypes and their design. Just more information presented to you, more direction given to you. (city resident) Each prototype sign contained a transit information hotline telephone number in the bottom corner. The majority of participants clearly saw the telephone number for the transit information line and deemed it useful and necessary. However, most participants suggested that it should include the area code to accommodate those with cell phones and/or those from out of the area who are not familiar with Chicago s telephone system. You need the area code because if I'm on my cell phone and I'm from Ohio I'm going to need the area code so that's not going to help the way the phone number is set up right now. (city resident) I'd like the phone number on there, but if most people have cellular phones with them, they're going to call but there's no area code. (suburban resident) Each prototype also contained a system for denoting the transit system for which each sign applied. A few participants understood this system of highlighted circles containing the transit system to which the sign applied. However, most participants suggested that each transit system s logo or name should be placed next to the appropriate picture or route information so that they can be more easily identified. Like it could be more evident of what train instead of having it at the bottom of the corner, like put it up at the top somewhere to make it more evident of what you're taking. That's the only thing, but other than that I would know where to go. (city resident) Maybe you want to say Metra instead of trains. Because like the CTA is a train. You know what I mean? (suburban resident) Most participants did not immediately realize that the different border treatment around icons served as an indicator of a specific transportation system. A few participants recognized that the different shapes (square and circles) bordering the icons indicated Metra commuter trains versus CTA L trains or buses. When participants made such association, they suggested that same icon should be consistent across all the different media, such as web sites, route maps and schedules, to avoid confusion and enhance learning. One s in a square, one s in a circle This is the Metra because of the square. On the [current RTA Tripsweb] Web site, it had the subway a circle. (City resident) Keep whatever the icon you choose, make sure it's the same in every format, like if it's on the website, Kiosk, whatever, and on the signage, as long as it's the same icon, whatever one you pick. (city resident) Detailed Findings: Signage 26 of 51

27 Participants also suggested additional markings that would point people in the right direction, e.g. North or South, once they reach a platform or bus stop. Right and when you're in the suburbs you don't know which way north is a lot of time. You're standing on a corner and you don't know where is North, South, East or West. Sometimes you get confused and turned around when you're in the suburbs. (city resident) Correct, but [bus stops for opposite directions are] on different sides of the street. So depending on where you want to go, you have to know which direction is which. And if you don't know which way to look for the lake, or if you don't know the keys to telling directions on Chicago, you're not going to know. (city resident) Okay, then that would tell me if I'm looking, if I need to find a number 78 bus or 254 bus, that would direct me to go there. And once I go to, out of that station, then I might need additional [signs]. (suburban resident) Evaluation of Each Sign Although most participants said Sign 1 would help guide them to a train, they were not sure whether it would be to the CTA or Metra. In addition, participants did not immediately see the direction arrow at the top right-hand corner of the map. Some participants indicated that the direction can be confusing if one doesn t know which way is North. However, the majority simply assumed that the arrow was pointing them in the right direction. Once you find out where north is and you walk one block (city resident) Good, I mean it gives explicit directions to the station. (city resident) If I didn't know I was looking for - I mean it says train, I would go looking for a train, if I was new, I would just go look for a train not knowing there's multiple trains in Chicago. (suburban resident) Detailed Findings: Signage 27 of 51

28 Participants in all groups were confused as to whether Sign 2 was directing them to Joliet or To Loop. Participants suggested making the route number bigger and removing reference to Joliet unless that is the direction in which this train is traveling. Another suggestion was made to add Downtown or City Center after Loop for those who are not familiar with what the Loop is. Yeah that way it's telling you if you want to go to Joliet you just go up this platform. As long as it's pointing in the direction of the stairs going to the platform, that would work. (city resident) To me it's saying two things. It's saying Joliet and to the Loop. (suburban resident) Am I wanting to go to Joliet or do I want to go downtown? (suburban resident) If I want to go to the Loop, I guess I'd follow that sign. Now the Loop is going to confuse our neighbors from around the world, because they're used to downtown or like city center. (suburban resident) People might think this is a multiple use type of sign, one side is saying, you know, Joliet where the other side is saying to the Loop, but it's not saying which way the trains go to the Loop. (suburban resident) Sign 3 was clear to most participants. Some participants pointed out that the term subway may be misleading in reference to CTA trains as very few actually travel underground and in fact most are elevated. Instead they suggested that the sign simply specify To CTA Trains. The subway thing, I would say probably just put to CTA trains maybe, because not all of them are - depending where you're at, I mean come out of LaSalle Street, they're above the street right there. As well as below the street. You have both options. So you don't know, depending on where you're going, it might be misleading to somebody. I'm assuming, yeah, I would know which one to go on, but I'm assuming that somebody might not know. (suburban resident) When you go out the door, you're going to see trains below ground and trains above and you're going to be more confused (suburban resident) Detailed Findings: Signage 28 of 51

29 Participants in all groups considered Sign 4 to be clear if they already know the bus number they need to take. However, they questioned what the sign would mean for Pace and CTA buses with the same number. To avoid such confusion, they suggested adding the name of the bus route and transit system next to the route number. A few suburban residents considered the sign too busy. It'd probably help to put which routes are Pace and which are CTA too because then you can identify with the bus because the buses look different. (city resident) It's a lot busier with a lot of combined information that maybe you need a separate sign for different information. (suburban resident) Detailed Findings: Signage 29 of 51

30 Participants had mixed reactions to Sign 5. Some participants stated that each route number accompanied by a destination was extremely clear and that Sign 4 should be treated in a similar manner. However, some still wondered about the direction for each route (i.e. Northbound or Southbound?). Some also questioned the direction of where the arrows were actually pointing. And it also is a question of if you - that Cicero bus is misleading, depending on which direction you're going, is that bus going south, north, the 54 bus or 254? Which bus do I take to go which direction? (suburban resident) It needs to be a little more detailed. Indicating like I say back to the Cicero thing. Indicating north and south. (suburban resident) I'm not sure where that arrow's going. That straight arrow, I don't know if that should go straight, or should I look up - I don't know. (suburban resident) Detailed Findings: Signage 30 of 51

31 Kiosk A prototype of a potential Kiosk interface was tested in a city residents and a suburban residents group. Participants followed along step-by-step as the whole process was demonstrated on a screen. The majority of participants had a generally positive attitude toward the concept of the Kiosk. They suggested that locating Kiosks at major intersections, such as key transfer points, train stations, and tourist destinations. But I think that's a good improvement, having a Kiosk there just like you would have a laptop in the hotel room, I think it is very helpful. (suburban resident) Home screen Participants pointed out that there is no instruction on how to start or use the Kiosk. They suggested that there should be either a hard copy of instructions at a Kiosk terminal (signage) or an on-screen demonstration or tutorial to assist the first-time user. Why wouldn't you just - maybe what you can do is if you're trying to plan your trip, you hit schedules instead of hitting go and you end up with a schedule rather than getting your recipe. It's just not obvious that you hit go to get the recipe. (city resident) Yeah, instructions would help. (city resident) That's the thing, there's no reference [to how to start the menu]. (suburban resident) One thing I didn't see is like help - let's say I'm not sure what to do with this or I don't know what the screen is trying to tell me so - help on the screen, like a little question mark like help on the screen or something. Or on the menus so even if you got here and you weren't sure how to read this exactly (suburban resident) If you had something that maybe posted on it, on the machine, in front, like on the side panel right next to it saying, here's how to use it, (suburban resident) Participants liked additional features such as the ticker located at the bottom of the screen, which provided information on system status and delays. Participants also appreciated the time and date information as well as the weather forecast. I like the bubbles [the tickers showing the current status on the systems and any delay] too. (city resident) Detailed Findings: Kiosk 31 of 51

32 Something that'd be nice is like to have a screen on the platforms of the L, I take the L the most, so that's why I always keep referring to it, but that says minutes until the next train arrives. (city resident) The weather's kind of nice, but I like the time and the date. (suburban resident) Trip Planner section Despite the positive perception of the Kiosk, there were mixed reactions with regard to the amount of functions included on a single screen. Yeah, there's way too much going on. (city resident) Okay, this is a sensory overload. (city resident) Detailed Findings: Kiosk 32 of 51

33 So first maybe do from and to, and nothing else on that screen yet, and then the next screen would give you the option, you know, with the time or the date and the mode or something like that, just cut the steps into smaller pieces. That would be [better]. (city resident) Many participants did not immediately see the Go and Print buttons on the screen. Reorganize the layout for Go and Print making them more predominant. Although most participants found the Kiosk relatively easy to use, some were confused over how the mode selection worked. While the current set-up allows one to eliminate modes as undesirable, the majority of participants thought they were actually selecting modes they would prefer to use by clicking each icon on the screen. When the mode was crossed out, many assumed it was not available for their specific trip. Yeah, our inclination is to click on the one we want. What mode do you want? Well, I'm going to take the bus. (city resident) Make it a positive and not a negative. (city resident) It means I want to take the L there or the commuter train there. Okay, I can't take the commuter train, I want to take the bus, oh yeah, I can't - for me, that's how I would approach it. (suburban resident) Other functional suggestions mentioned by participants include: Default the starting location to where the Kiosk is located Some participants felt that anyone using the Kiosk for trip directions would most likely be starting their trip from the Kiosk. Include a landmark option for both starting and destination locations similar to the web site, participants stated that this system should allow one to input landmarks in addition to street addresses. Detailed Findings: Kiosk 33 of 51

34 RTA Web Site A prototype of a revised RTA web site was shown to one of each city and suburban residents groups to evaluate its content and usability. The prototype web site provided information beyond public transportation and included events and entertainment information. The majority of participants were unaware of an RTA web site. However, the attitude toward the concept of a one-stop shop for finding public transportation information was very positive. As mentioned, many participants suggested this idea earlier in the groups. Many of the suggestions made for the web site are applicable and should be considered also for the kiosk interface, and vice versa. It's better, I mean it's better because you can link to other lines and get maps and everything. (suburban resident) Detailed Findings: RTA Web Site 34 of 51

35 Participants were positive about finding Metra, CTA or Pace schedules from one site. One participant suggested that schedules available on the web should be in the same format, regardless of agency. [Looking at CTA bus schedule in.pdf format on the CTA web site] I don't think Metra has this, I think they have like a drop down thing, just a text thing. There's no map, I mean, they have a separate thing that's a map I believe, but It's not all like... this looks like the schedule that I pick up at the station, as opposed to something else that's been saved out. (city resident) Its right there, kind of like one stop shopping. I don't want to spend 30 minutes figuring out how to get from point A to point B, I just want to go... If you look at the different web sites... I know I have, you know, like, the CTA's and Pace and Metra, for example, if their schedules are completely different, which I mean the look of the CTA one we looked at, actually looked like a CTA schedule I would pick up, whereas, like, Metra s is like a text thing. If you re going to like have a schedule out, make it like a standard looking kind of schedule, that's maybe a standard format, like, ok, we re all going to use a schedule format that has the map on the left side and has the schedule "here". (city resident, in summarizing) [Looking at a CTA.pdf bus schedule, linked to from the RTA web site] Select the bus you want, number 151 [using drop down]. You saw the Wrigleyville Express [schedule in pdf format appears] Nice. There s your schedule. You can see how late it runs, see, it runs on Saturday. You can see how late it runs...the times...the maps...yeah...and if it runs on Saturday...and your stops (suburban resident) Most participants reacted positively toward the City Guide feature even though they stated that they would not intentionally go to the RTA site for such information. Yeah, I wouldn't think of that. I mean I would probably go to a different site for that. If I wanted to go to lunch, then I would go to Metromix, yeah. I'd go to Metromix and look up to see where the good restaurants are around there. So maybe if there was a link to Metromix that said find restaurants near (city resident) For me it would be a one-stop shop. If I was moving to Chicago, I'm here one night on business, I got my laptop in the hotel, I would click on there, it tell me what's what and I would see restaurants, I wouldn't assume that - I would look in city guide, look for a restaurant. I would not assume that the train people in particular restaurants - it's from a reputable magazine and it would tell me exactly how to get to that restaurant because I see restaurant. (suburban resident) As participants had originally indicated, they would be most likely to go to sites other than the RTA web site for city guide and restaurant information. Some participants suggested that sources of information could be included on the RTA s site but should be clearly listed with web site names with links to these sites. Participants also suggested having a separate category for restaurants. Some participants had trouble finding restaurants without reading detailed descriptions. I wouldn't think RTA would tell me about the food, that's what I was hoping it would do is direct me to a recognizable website that said, you know, the top restaurants in Chicago. (suburban resident) As expected, most participants liked the trip planner and agreed that it is easy to use. Some suburban residents found the RTA home page too busy, containing too much information on one page to easily find the information they would look for on the site. Initial reaction is it's kind of small. Not the picture itself, but the text on it, you're squeezing a lot of information on there. (suburban resident) It's very busy, you don't know where to, you know, look first. (suburban resident) Yeah, that's right, but there are things going on, but the way it's organized, I think you need to reorganize it. As far as this like, maybe you make Field Museum its own slot and you make each location maybe or have a separate page just for this. Because I want to be able to get that information and get out. (suburban resident) Detailed Findings: RTA Web Site 35 of 51