Improving the door-to-door customer journey for a national public transport company

Abstract

(1) Background: Public transport has a vital role to play in creating sustainable, accessible societies. Accessible and inclusive, door-to-door public transport systems with low barriers to use benefit everyone, increasing the mobility of citizens and improving independence. As the industry strives towards multi-modal and Mobility as a Service (MaaS) concepts, there is a need to delve deep into the needs and perceptions of transport user’s door-to-door journeys to find ways to improve. Accordingly, in order to increase the sustainability of MaaS, improving accessibility and understanding service user perceptions are of utmost importance. However, there is a scarcity of research within national transport services to determine unmet user needs to increase the accessibility and autonomy of door-to-door journeys. This research aims to investigate if it is possible to improve the door-to-door journey experience for public transport travellers, increasing the accessibility and the perception of autonomy via technology, and by doing so, providing a more sustainable alternative to road transport. It focuses on understanding service users of Ireland’s National Rail service, Irish Rail, to create key improvements in interactive systems. (2) Methods: The study applies a user-centred mixed-methods methodology using surveys (N = 316) and co-design workshops (four workshops N = 15). The research collected deep insights into the mindsets and needs of service users, showing the potential to improve this door-to-the-door customer journey. Key improvements for interactive systems were outlined. Experience maps were designed, leading to a Conceptual Design for a travel assistant to aid the service user throughout the door-to-door journey. (3) Results: Travellers’ autonomy and the sense of freedom they experience can be improved, mainly if their needs across the complete door-to-door customer journey are supported. Highlighted areas for action include information, accessibility, personal security, ticketing, comfort, facilities, and anxiety. (4) Conclusions: This research reiterates the need for national transport and MaaS providers to prioritise service users’ perspectives when developing sustainable services. Co-designing is recommended as a means of achieving this.