Exploring Transit Systems: Lessons from a Multi-City Service Safari

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Public transportation service safari blog header graphic showing maps and transit vehicles

By: Amy John, Becky Scheel, Darwin Muljono, Meghana Srinivasan, and Yeji Han

Have you ever navigated public transport in a new city and thought, “Why can’t my hometown’s transit system do it like this?” Or found yourself lost in a station, frantically searching for the southeast exit? Maybe you’ve even ditched public transit on a cold rainy day, opting for a rideshare to avoid waiting in the cold. Immersing ourselves in public transit is like learning a new language—shaped by architecture, systems, and choices. As riders, we uncover where the system guides us, where it falls short, and how we might find new ways forward.

Researching something as vast and intricate as public transit demands diverse approaches, so we chose to tap into the power of firsthand experiences for this effort. That’s why we embarked on a multi-city service safari, immersing ourselves in public transit systems across New York City, Boston, Pittsburgh, and Atlanta. This wasn’t just a deep dive into the nuances of these systems; it was a chance to demonstrate how stepping into the user’s shoes reveals actionable insights and sparks ideas for meaningful improvements. From noting minor frustrations to appreciating moments of delight, a service safari isn’t about solving every problem—it’s about seeing a service through a fresh lens and discovering its untapped possibilities.

Whether you’re a city planner, transit authority, or someone curious about the power of simple observation, this experiment illustrates how immersing yourself in a service can create a deeper understanding of the everyday experience of its design.

A service safari is an efficient and cost-effective method for uncovering actionable insights in everyday experiences

Exploring Transit Through Design: Insights from Four Cities and Their Systems

Atlanta rail mapBoston Rail MapNYC rail map
Pittsburgh light rail map
CityAtlantaBostonNew York CityPittsburgh
Governing OrganizationMetropolitan Atlanta Rapid Transit Authority (MARTA)Massachusetts Bay Transportation Authority (MBTA)
Metropolitan Transportation Authority (MTA)
Pittsburgh Regional Transit (PRT)
Modes in the systemBus, Bus Rapid Transit, Demand Response, Heavy Rail, and Street Car Rail Bus, Bus Rapid Transit, Commuter Rail, Demand Response, Ferryboat, Heavy Rail, Light Rail Bus, Bus Rapid Transit, Commuter Bus, Demand Response, Heavy Rail Bus. Demand, Response, Inclined Plane, Light Rail
Total Operating Expenses$594,097,547 $1,890,926,712$10,128,373,492$483,029,690
Fun factsMARTA railcars were added to a Georgia reef to enhance wildlife habitat.The first subway tunnels built in America are still in use today under the Boston Common.New York’s subway operates 24/7 across four boroughs, with the most stations of any major system. The PRT pioneered bus rapid transit in the United States, opening the South Busway in 1977.

The team explored the public transit in their hometowns to take this service safari on their commutes. We looked at four cities’ public transport: Atlanta, Boston, Pittsburgh, and  New York City. Through our desktop research, we discovered that these transit systems share a focus on data-driven decision-making, using metrics like ridership and on-time performance to guide operations. Peer benchmarking and transparency through public data reporting are standard practices. All faced significant ridership declines during the pandemic and are working toward recovery. Technology supports operations, from fare collection to data analysis, while equity remains a priority in planning to address diverse community needs.

Data and goals are taken from public reports from respective systems and The National Transit Database (NTD)


Service Safari Team

Team members
Amy John HeadshotBecky Scheel headshotDarwin Muljono headshotmeghana headshot
Yeji headshot
Amy JohnBecky ScheelDarwin MuljonoMeghana SrinivasanYeji Han
New York CityAtlantaPittsburghBostonAtlanta
RailRail and BusBusRailRail
Experienced rider in this systemExperienced rider in this systemNew rider in this systemExperienced rider in this systemNew rider in this system

What is a Service Safari?

A service safari is a hands-on research method where designers experience services from the customer’s perspective. By engaging with real-world touchpoints, we can uncover strengths and weaknesses in the user experience. This method doesn’t require expensive tools or advanced technology—just curiosity and an eye for detail. Conducting a service safari is an efficient and cost-effective method for uncovering actionable insights in everyday experiences. And the best part? Anyone can do it. Service safaris can offer fresh perspectives whether you’re a designer, city planner, or commuter.

service safari public transporation notes 1

How We Created This Work: Exploring Transit Through a Designer’s Lens

We set guardrails and hypothesized the experience across five stages: Planning Your Trip, Getting to The Station/Stop, Paying for Your Trip, Waiting and Taking the Trip, and Exiting/ Getting to The Destination.

Using the TACIT ethnographic framework, we created a notebook with prompts like ‘What tools did you use to plan your trip?’ and ‘What was your experience navigating the station?’ These helped us capture consistent insights, then met up after our trips and synthesized our findings through stories, photos, and video.


Multi-City Transportation Insights

Planning Your Trip: Navigating Uncertainty: The Role of Reliable Information

Google Maps shows the price, delays, and timing breakdown for Meghana’s Boston commute.

Reliable public transport information is essential for efficient trip planning, yet users often find the tools that use this information insufficient. For example, some information does not appear on widely used mapping platforms like Google Maps, forcing users to juggle multiple tools. This lack of integration diminishes trust and increases frustration. 

Similarly, while tools like Google Maps are commonly used, they sometimes suggest unnecessarily long walking routes for short rides, leaving users to override recommendations based on personal judgment. And even with that, topography, traffic, and surroundings play a significant role in choosing one stop over another. Familiarity with the transit system also plays a significant role in planning efficiency, with experienced users relying on their knowledge to compensate for unreliable tools.

Our preliminary findings and ideas for Planning Your Trip:

  • Enhance the integration of local bus systems with primary mapping services to improve usability.
  • Provide real-time, accurate data across platforms (e.g., the transportation system app, Google Maps)  to build user trust and improve planning efficiency.
  • Update mapping algorithms to offer more accurate walking and transit options, improving satisfaction and minimizing unnecessary effort.
  • Address app fragmentation:
    • Combine multiple apps into a single, cohesive tool for a more user-friendly experience (e.g., MARTA’s separate apps for navigation and payment in Atlanta).

Boston is the birthplace of public transit in America. The first subway tunnels built in America are still in use today under the Boston Common.

Getting to the Station/Stop: The Journey to the Station: Infrastructure, Weather, and Safety

Public transit systems face significant accessibility challenges, particularly at bus stops that often lack adequate seating and shelter. Many are even designed specifically for this purpose, also known as hostile architecture. This creates discomfort for commuters, especially in adverse weather conditions like rain or extreme heat. Issues for physical stations involve accessibility to the subterranean or raised platforms. Sometimes, elevators and escalators are out of service or non-existent, leaving some to seek alternative means.

Additionally, environmental factors like weather heavily influence commuting decisions. Foggy or rainy days deter some commuters and add to the stress of waiting at poorly equipped stops.

bus stop in Pittsburgh
The bus stop Darwin waited at in Pittsburgh lacks shelter, seating, or adequate space to wait on a very busy road. 

Paying for Your Trip: Payment Systems That Confuse More Than They Clarify

Commuters frequently encounter confusion with the multiple payment methods available, including systems-specific payment cards, tickets acquired online and at physical machines, and non-systems-specific mobile apps, such as New York City’s MTA acceptance of payment through credit/debit card and popular payment apps through their stall’s touch panels. The lack of integration between these options creates unnecessary complexity, such as needing separate apps while dealing with outdated infrastructure like old tap stalls. Technical challenges further exacerbate this issue, with users reporting unclear user interfaces and incidents of double charging, often without recourse for disputes.

Additionally, inconsistencies in payment infrastructure, such as stations without fare gates, add to the frustration by creating an unpredictable user experience. Concerns about digital equity also emerge, as not all users have the same access to or understanding of digital payment systems, leaving certain groups at a disadvantage.


Our preliminary findings and ideas for Paying for the Trip:

  • Our preliminary findings and ideas for exiting/getting to the destination: Simplify payment options by consolidating methods into a unified, streamlined system to reduce user confusion.
  • To improve the onboarding experience and minimize errors, enhance the user interface of kiosks and mobile apps with more precise instructions.
  • Standardize payment infrastructure across all stations to ensure consistency and predictability for commuters.
  • Address digital equity by:
    • Providing accessible alternatives for users without access to digital payment methods.
    • Offering education on digital payment use to ensure all users can participate effectively.
  • Create a more seamless and inclusive payment experience for all commuters.

Waiting and Taking the Trip: The Importance of Clean, Safe, and Accessible Rides

service safari MTA subway stop
This NYC 14th Street station platform is under construction, leaving a narrow pedestrian path that’s hard to pass safely. Signs also prohibit waiting, forcing people to move through the tight space.

Commuters with prior experience navigating transit systems often find it easier to move instinctively through their journey, such as choosing familiar seating or recognizing layout patterns. Clear announcements and visible station signage further enhance the user experience, ensuring riders can confidently navigate. Additionally, cleanliness and quietness on trains significantly contribute to a positive experience, as users value environments that feel safe and inviting. However, several challenges remain: construction-related platform safety issues create narrow pedestrian paths, increasing risks, while new users often struggle with confusing validation processes and unclear signage, which complicates their navigation and overall journey.

Our preliminary findings and ideas for Waiting and Taking the Trip:

  • Prioritize improving signage and announcements:
    • Ensure clear, consistent station signs.
    • Provide audible driver announcements to assist all riders, especially those unfamiliar with the system.
  • Address platform safety concerns:
    • Widen pedestrian paths.
    • Provide clear guidance on safe areas during construction.
  • Simplify ticket validation processes to reduce confusion for first-time riders.
  • Ensure intuitive system design to make transit systems more accessible and user-friendly for all.

New York’s subway operates 24/7 across four boroughs, with the most stations of any major system.

Exiting/Getting to Destination: Finding Your Way: Exits, Fatigue, and Friendly Support

Exiting transit systems and navigating to final destinations often pose significant challenges for commuters. Many struggle with determining the correct exit due to unclear signage, compounded by the complexity of non-grid street layouts. This leads to frequent reliance on maps or mobile devices, creating frustration. Additionally, sensory overload and fatigue further hinder effective navigation, with noisy, crowded environments and unpleasant smells adding to the discomfort. Environmental factors within and around transit stations often detract from the commuter experience, while the presence of helpful attendants can make a noticeable difference by providing guidance and support.

Photo of station maps and information

To address these issues, enhancing signage and directions within transit stations should be a top priority. Using landmarks for wayfinding instead of cardinal directions can help people navigate new places. Creating sensory-friendly environments with quieter spaces and improved ventilation can alleviate feelings of overload and discomfort, making the journey less stressful. Finally, increasing staff presence, particularly during peak hours, can provide immediate support and guidance to commuters who need assistance. Together, these measures can transform the last leg of the transit journey into a smoother, more pleasant experience for all users.

Our preliminary findings and ideas for Exiting/Getting to the Destination:

  • Enhance signage and directions within transit stations to improve navigation.
  • Use landmarks for wayfinding instead of relying on cardinal directions to help people navigate unfamiliar places.
  • Create sensory-friendly environments by incorporating quieter spaces and improved ventilation to alleviate feelings of overload and discomfort.
  • Increase staff presence, especially during peak hours, to provide immediate support and guidance to commuters who need assistance.
  • Implement these measures to transform the last leg of the transit journey into a smoother, more pleasant experience for all users.
service safari dog bag mta
Amy’s dog, Betty White, needed a break to decompress after the ride… and so did Amy.

Pittsburgh Regional Transit pioneered bus rapid transit in the United States, opening the South Busway in 1977.


Transforming Transit: What Does it Mean to Have a Good Public Transportation System?

The service safari revealed that positive aspects and notable challenges shape public transit experiences. Users appreciated the rides’ comfort, cleanliness, safety, and sometimes the views. However, external factors such as adverse weather conditions and safety concerns during waiting times significantly impacted satisfaction. Fragmentation of transit systems emerged as a key challenge, with users often needing to rely on multiple data sources to navigate effectively, leading to frustration and frequent assistance from fellow commuters. On the other hand, technological and aesthetic enhancements, such as public artwork and digital payment options, were well-received. Still, the lack of real-time updates highlighted gaps in user convenience.

To address these challenges, we posed the following questions to guide potential improvements:

  • How might public transit systems’ communication tools better help riders prepare for the entirety of their commute/journey?
  • What can be done to improve waiting areas with shelters and better safety features to address weather-related discomfort and security concerns?
  • How could we simplify system navigation that integrates transit schedules, weather updates, and payment options to reduce complexity and improve accessibility?
  • How might expanding public artwork and maintaining clean, visually appealing transit spaces enhance the user experience?

The insights from our service safari highlight the untapped potential of transit systems to create more user-friendly, inclusive, and enjoyable experiences. From addressing fragmented navigation tools to rethinking waiting areas and embracing sensory-friendly design, these opportunities can redefine how we interact with public transportation.

If this journey into service design has sparked your curiosity, we invite you to dive deeper. Visit our service safari toolkit page to explore practical tips, templates, and guides to conduct your service safari and uncover actionable insights in your community. Let’s design transit systems that truly work for everyone.

service safari public transport subway view amy

Seeing Transit Through Fresh Eyes: The Power of Service Safaris

This method provides insights that no spreadsheet or survey can reveal. It’s about experiencing the service’s frustrations, joys, and surprises firsthand. Our multi-city service safari reminded us how interconnected transit systems are—technological infrastructure, geography, and societal factors all shape user experiences. By reframing our commutes through a structured lens, we uncovered practical insights and opportunities for change.

Whether you’re designing transit systems or any customer journey, service safaris offer a simple yet powerful way to uncover needs and possibilities. Ready to start? Check out our service safari toolkit page for resources for conducting one. We’d love to partner with you; let’s connect!

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