Customer experience is being increasingly considered by transport operators. There are many elements that need to come together for a journey to be an excellent experience. Here’s my own observation of where a design decision is having unintended negative impacts on bus travel.
Prior to becoming self-employed I worked for a company who kindly included a bus pass (Edinburgh’s Ridacard) as one of our employment benefits. I certainly appreciated it at the time, but only realised quite how great a benefit it was once I had to give it up. Becoming self-employed meant I would be working from home for the vast majority of the time, and would only need to travel to the occasional meeting. There was no sense in having a monthly pass, but I quickly missed it.
After the bus pass, there were two main options available to me:
- Good old cash – pop £1.50 into the farebox and away you go, or
- Download the mobile ticketing app, where you purchase at least £10 worth of tickets which you then redeem as you need them by activating it in the app and showing your smart phone’s screen to the driver.
I began to notice what these options meant for my experience.