TRANSPORT FOR NSW
A pioneering project undertaken to analyse passenger ticketing behaviours across one of Australia's largest public transport and mobility networks.
About
Transport for New South Wales (TfNSW) is the government agency responsible for managing and improving transport networks across New South Wales. It oversees public transport systems—including trains, buses, ferries, and light rail—as well as roads, freight, and maritime services.
The first of its kind, for this project we collaborated with Transport for New South Wales (NSW), to understand passenger behaviours concerning ticketing usage on the dynamically evolving Opal public transport network.
Project Length
Eight Weeks
Tools
Miro Figma Dovetail
Deliverables
Mental Model Map Extensive Personas Report
My Role
UX Research and Design
Project Goals
The overarching objective was to provide valuable insights that would inform the agency's future ticketing goals and enhance the overall experience for passengers.
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Customer attitudes: The project aimed to gain a profound understanding of customer attitudes and motivations related to their choices in ticketing solutions.
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Research breadth: To comprehensively comprehend customer ticketing needs, both quantitative and qualitative data were leveraged from a substantial sample size.
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Test future ideas: Various ticketing concepts were tested to evaluate customer attitudes and assess the likelihood of adoption.
Design Process
The research methodology involved a significant discovery and define phase, encompassing over 30 interviews, intercepts at multiple train
stations, and a comprehensive survey with more than 400 responses. The data collected underwent meticulous analysis and synthesis,
culminating in the creation of a detailed mental model map, refined
customer ticketing personas, and actionable insights.
We found that many people take a multifaceted approach to ticketing, and there are significant commonalities across age groups. Public transport availability empowers many people to improve their lives, and a broad range of ticketing methods is necessary to accommodate their varying needs.
Impact
The insights from this process gave the client valuable knowledge to shape future ticketing options across the transport network. Interesting patterns emerged (as mentioned above) especially around age and spending habits, highlighting popular ticketing preferences. With this understanding, the client can focus on ticketing solutions that suit different passengers’ needs, like ease of use, digital familiarity, and financial comfort.
These findings also opened up ideas for exploring specific underrepresented user groups in a follow-up project. By gaining a deeper understanding of passenger behaviours and preferences, TfNSW can continue to improve its ticketing systems to better serve the diverse needs of commuters across the network.
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