Designing clearer, more inclusive information at TPG stops

Turning existing hypotheses into a clear scope

We began with TPG’s existing proto-personas: a strong set of working hypotheses that helped us move fast without starting from scratch. That review quickly surfaced the highest-stakes profiles and the moments when information becomes decisive at the stop. It prevented “blank page” work and helped us sharpen the focus for field research early on.

Real journeys as the source of truth

To challenge assumptions against reality, we ran qualitative in situ research during real trips across the network. Contextual interviews and observation showed what passengers look at, what they infer, and when doubt kicks in. We gathered concrete evidence on legibility, cognitive load, and the workarounds people rely on today.

When information is ambiguous, passengers improvise. That’s how the experience gradually breaks down.

Mapping the journey end to end

We mapped the full passenger journey across every phase of the trip: planning, waiting, boarding, travelling, transferring, getting off, and finding the way. For each step, we captured actions, emotions, and information needs - making it clear where signage helps, and where it slows people down. The journey maps highlight the frictions to tackle first and the opportunities to improve - in the right context.

Personas built for better decisions

Based on field insights, we consolidated “decision-ready” personas, linked to Jobs to Be Done and concrete opportunities for real-time stop information. The needs of people who are blind or partially sighted were integrated from the analysis phase - as a product requirement, not a late-stage fix. Priority profiles and inclusive design directions are ready to feed into the roadmap.

Inclusivity often comes down to small details. What’s obvious for some can be a complete blocker for others.