Optimizing Usability and Leveraging Opportunities: Research-Backed Suggestions for the TTC Transit Bus's Info Display System (IDS)
PLATFORM
Bus Info Display
PERIOD
2023
THE PROBLEM CONTEXT
The Toronto Transit Commission (TTC), the city's local transit agency, operates the third-largest system in North America. The TTC boasts a diverse range of transit modes, including buses, streetcars, and subways, providing extensive coverage across the city.
Recently, the TTC has introduced new large digital LCD info display systems (IDS) on buses, replacing the smaller dot matrix LED displays. These new displays have the capability to show more information, including upcoming stops, estimated times of arrival (ETAs), and transcribing announcements, in addition to the features of the older displays. However, some usability aspects of the new system have caused frustration among commuters, which were handled better in the previous version. Moreover, there are untapped opportunities to leverage the existing IDS infrastructure to offer more value to the commuters.
THE REDESIGN PROCESS
The case study analyzes field studies to reveal the insights, usability problems faced by commuters, and offers solutions guided by established heuristics, mental models, and psychological principles. The proposed suggestions can form a strong basis to enhance the experience of the existing IDS.
THE DETAILS
The user interface
PROBLEM & OPPORTUNITY
The existing info display animation
After conducting a contextual inquiry on the existing display, it was evident that commuters were facing difficulties in promptly deciphering the information. The display employed a rotating manner, showing one piece of information at a time, such as the next stop, operator ID, and current time. This forced commuters to stay attentive and wait for the information to switch, resulting in frustration.
The existing info display
Furthermore, commuters expressed that providing time estimates for the next stop may not be necessary on buses with frequent stops. In such cases, the time intervals between stops are relatively short compared to long-haul buses, making the estimates less relevant. Instead, they suggested utilizing the space to inform commuters about accessible stop facilities and transfer options, which would be more valuable information for their journeys.
The redesigned screen has been created with the goal of empowering users by providing clear and relevant information presented in a well-structured visual hierarchy. By utilizing the Von Restorff Effect and Gestalt principles, we have reduced cognitive load, enabling users to quickly interpret information and make informed decisions.
🧠
PSYCHOLOGY INSIGHTS
Von Restorff Effect
By using a bold and contrasting background color, enlarging the font size, and strategically placing it, we can draw immediate attention to the crucial information through the Von Restorff Effect. With these design techniques, the "Next Stop" becomes visually distinct, ensuring that passengers promptly notice it without any difficulty
Gestalt Principle
By incorporating Gestalt principles, the transfer bus details and accessible stop information can be presented in a visually organized and coherent manner alongside upcoming stops. Applying the Law of Proximity ensures that related information is positioned together, while the Law of Similarity uses consistent visual cues for easy recognition. The Law of Continuity ensures a smooth flow as passengers scroll through stops, and the Law of Closure ensures comprehensive details for each stop. The display's design differentiates between upcoming stops as the main focus and supporting transfer and accessibility information, enhancing passengers' understanding and decision-making during their journey.
The user interface
PROBLEM & OPPORTUNITY
The existing info display animation
After conducting a contextual inquiry on the existing display, it was evident that commuters were facing difficulties in promptly deciphering the information. The display employed a rotating manner, showing one piece of information at a time, such as the next stop, operator ID, and current time. This forced commuters to stay attentive and wait for the information to switch, resulting in frustration.
The existing info display
Furthermore, commuters expressed that providing time estimates for the next stop may not be necessary on buses with frequent stops. In such cases, the time intervals between stops are relatively short compared to long-haul buses, making the estimates less relevant. Instead, they suggested utilizing the space to inform commuters about accessible stop facilities and transfer options, which would be more valuable information for their journeys.
The redesigned screen has been created with the goal of empowering users by providing clear and relevant information presented in a well-structured visual hierarchy. By utilizing the Von Restorff Effect and Gestalt principles, we have reduced cognitive load, enabling users to quickly interpret information and make informed decisions.
🧠
PSYCHOLOGY INSIGHTS
Von Restorff Effect
By using a bold and contrasting background color, enlarging the font size, and strategically placing it, we can draw immediate attention to the crucial information through the Von Restorff Effect. With these design techniques, the "Next Stop" becomes visually distinct, ensuring that passengers promptly notice it without any difficulty
Gestalt Principle
By incorporating Gestalt principles, the transfer bus details and accessible stop information can be presented in a visually organized and coherent manner alongside upcoming stops. Applying the Law of Proximity ensures that related information is positioned together, while the Law of Similarity uses consistent visual cues for easy recognition. The Law of Continuity ensures a smooth flow as passengers scroll through stops, and the Law of Closure ensures comprehensive details for each stop. The display's design differentiates between upcoming stops as the main focus and supporting transfer and accessibility information, enhancing passengers' understanding and decision-making during their journey.
The user interface
PROBLEM & OPPORTUNITY
The existing info display animation
After conducting a contextual inquiry on the existing display, it was evident that commuters were facing difficulties in promptly deciphering the information. The display employed a rotating manner, showing one piece of information at a time, such as the next stop, operator ID, and current time. This forced commuters to stay attentive and wait for the information to switch, resulting in frustration.
The existing info display
Furthermore, commuters expressed that providing time estimates for the next stop may not be necessary on buses with frequent stops. In such cases, the time intervals between stops are relatively short compared to long-haul buses, making the estimates less relevant. Instead, they suggested utilizing the space to inform commuters about accessible stop facilities and transfer options, which would be more valuable information for their journeys.
The redesigned screen has been created with the goal of empowering users by providing clear and relevant information presented in a well-structured visual hierarchy. By utilizing the Von Restorff Effect and Gestalt principles, we have reduced cognitive load, enabling users to quickly interpret information and make informed decisions.
🧠
PSYCHOLOGY INSIGHTS
Von Restorff Effect
By using a bold and contrasting background color, enlarging the font size, and strategically placing it, we can draw immediate attention to the crucial information through the Von Restorff Effect. With these design techniques, the "Next Stop" becomes visually distinct, ensuring that passengers promptly notice it without any difficulty
Gestalt Principle
By incorporating Gestalt principles, the transfer bus details and accessible stop information can be presented in a visually organized and coherent manner alongside upcoming stops. Applying the Law of Proximity ensures that related information is positioned together, while the Law of Similarity uses consistent visual cues for easy recognition. The Law of Continuity ensures a smooth flow as passengers scroll through stops, and the Law of Closure ensures comprehensive details for each stop. The display's design differentiates between upcoming stops as the main focus and supporting transfer and accessibility information, enhancing passengers' understanding and decision-making during their journey.
The next stop and stop request
PROBLEM
After conducting a contextual inquiry, it was found that passengers need to be excessively attentive to notice the transition from the current stop to the next stop in order to place a request for the upcoming stop. This has become a source of frustration for many of them.
The existing stop transition and stop request animation
The initial purpose of the info displays in TTC was to validate and confirm to passengers that their stop request has been received or needs to be made. However, the current display fails to serve this primary objective due to the following reasons:
Delayed Feedback: There is a delay in receiving visual feedback from the display after pressing the request stop button, leading to cognitive dissonance and uncertainty for passengers.
Reliability Issues: The stop request visual prompt is frequently replaced with other cycling information, such as operator ID, time, or stop name. This practice creates trust issues and undermines the display's reliability in effectively conveying stop requests.
The redesigned stop transition and stop request animation
The redesign sought to address the above-mentioned problems by promptly displaying a static stop requested visual signifier and employing aesthetic usability effects and motion-transition effects. The visually pleasing design and well-organized layouts attract passengers' attention, with the prominent static visual signifier ensuring continuous visibility of the stop request confirmation. Subtle motion transitions during information changes make the confirmation more noticeable and reduce cognitive effort. The improved design fosters trust and reliability, enabling passengers to quickly and confidently identify their stop request status.
🧠
PSYCHOLOGY INSIGHTS
Cognitive Dissonance
Cognitive dissonance is the discomfort experienced when there is a conflict between a person's expectation and reality. In the context of the delay in receiving visual feedback after pressing the request stop button, passengers expect immediate confirmation from the display. However, the delay creates a discrepancy, leading to uncertainty about their stop request status. This can cause frustration and anxiety. To improve the experience, minimizing delays in visual feedback is crucial, providing prompt confirmation and reducing cognitive dissonance associated with the delay.
Motion Attracts Attention
"Motion attracts attention," a psychological principle, states that movement in a visual scene naturally captures people's focus. By incorporating subtle motion transitions during information changes in an info display, such as the confirmation of a stop request, users' attention is effortlessly drawn to the changing element. The visual salience of motion ensures quick recognition of the confirmation, reducing the chance of missing it. This attention capture reduces cognitive effort as passengers effortlessly locate the updated information, reassuring them of the successful stop request and enhancing trust in the system.
Aesthetic Usability Effect
The aesthetic usability effect suggests that visually pleasing designs are perceived as more usable and efficient. In the case of the info display, a visually appealing and well-organized layout attracts passengers' attention. Elements like clean graphics, attractive colors, and thoughtful typography make the display visually attractive, encouraging users to engage with the information. The well-organized layout ensures that important details, like the stop request confirmation, are easy to find, reducing cognitive load. The prominent static visual signifier, such as a distinctive icon or colour indicator, ensures continuous visibility of the confirmation, providing passengers with constant reassurance.
The next stop and stop request
PROBLEM
After conducting a contextual inquiry, it was found that passengers need to be excessively attentive to notice the transition from the current stop to the next stop in order to place a request for the upcoming stop. This has become a source of frustration for many of them.
The existing stop transition and stop request animation
The initial purpose of the info displays in TTC was to validate and confirm to passengers that their stop request has been received or needs to be made. However, the current display fails to serve this primary objective due to the following reasons:
Delayed Feedback: There is a delay in receiving visual feedback from the display after pressing the request stop button, leading to cognitive dissonance and uncertainty for passengers.
Reliability Issues: The stop request visual prompt is frequently replaced with other cycling information, such as operator ID, time, or stop name. This practice creates trust issues and undermines the display's reliability in effectively conveying stop requests.
The redesigned stop transition and stop request animation
The redesign sought to address the above-mentioned problems by promptly displaying a static stop requested visual signifier and employing aesthetic usability effects and motion-transition effects. The visually pleasing design and well-organized layouts attract passengers' attention, with the prominent static visual signifier ensuring continuous visibility of the stop request confirmation. Subtle motion transitions during information changes make the confirmation more noticeable and reduce cognitive effort. The improved design fosters trust and reliability, enabling passengers to quickly and confidently identify their stop request status.
🧠
PSYCHOLOGY INSIGHTS
Cognitive Dissonance
Cognitive dissonance is the discomfort experienced when there is a conflict between a person's expectation and reality. In the context of the delay in receiving visual feedback after pressing the request stop button, passengers expect immediate confirmation from the display. However, the delay creates a discrepancy, leading to uncertainty about their stop request status. This can cause frustration and anxiety. To improve the experience, minimizing delays in visual feedback is crucial, providing prompt confirmation and reducing cognitive dissonance associated with the delay.
Motion Attracts Attention
"Motion attracts attention," a psychological principle, states that movement in a visual scene naturally captures people's focus. By incorporating subtle motion transitions during information changes in an info display, such as the confirmation of a stop request, users' attention is effortlessly drawn to the changing element. The visual salience of motion ensures quick recognition of the confirmation, reducing the chance of missing it. This attention capture reduces cognitive effort as passengers effortlessly locate the updated information, reassuring them of the successful stop request and enhancing trust in the system.
Aesthetic Usability Effect
The aesthetic usability effect suggests that visually pleasing designs are perceived as more usable and efficient. In the case of the info display, a visually appealing and well-organized layout attracts passengers' attention. Elements like clean graphics, attractive colors, and thoughtful typography make the display visually attractive, encouraging users to engage with the information. The well-organized layout ensures that important details, like the stop request confirmation, are easy to find, reducing cognitive load. The prominent static visual signifier, such as a distinctive icon or colour indicator, ensures continuous visibility of the confirmation, providing passengers with constant reassurance.
The next stop and stop request
PROBLEM
After conducting a contextual inquiry, it was found that passengers need to be excessively attentive to notice the transition from the current stop to the next stop in order to place a request for the upcoming stop. This has become a source of frustration for many of them.
The existing stop transition and stop request animation
The initial purpose of the info displays in TTC was to validate and confirm to passengers that their stop request has been received or needs to be made. However, the current display fails to serve this primary objective due to the following reasons:
Delayed Feedback: There is a delay in receiving visual feedback from the display after pressing the request stop button, leading to cognitive dissonance and uncertainty for passengers.
Reliability Issues: The stop request visual prompt is frequently replaced with other cycling information, such as operator ID, time, or stop name. This practice creates trust issues and undermines the display's reliability in effectively conveying stop requests.
The redesigned stop transition and stop request animation
The redesign sought to address the above-mentioned problems by promptly displaying a static stop requested visual signifier and employing aesthetic usability effects and motion-transition effects. The visually pleasing design and well-organized layouts attract passengers' attention, with the prominent static visual signifier ensuring continuous visibility of the stop request confirmation. Subtle motion transitions during information changes make the confirmation more noticeable and reduce cognitive effort. The improved design fosters trust and reliability, enabling passengers to quickly and confidently identify their stop request status.
🧠
PSYCHOLOGY INSIGHTS
Cognitive Dissonance
Cognitive dissonance is the discomfort experienced when there is a conflict between a person's expectation and reality. In the context of the delay in receiving visual feedback after pressing the request stop button, passengers expect immediate confirmation from the display. However, the delay creates a discrepancy, leading to uncertainty about their stop request status. This can cause frustration and anxiety. To improve the experience, minimizing delays in visual feedback is crucial, providing prompt confirmation and reducing cognitive dissonance associated with the delay.
Motion Attracts Attention
"Motion attracts attention," a psychological principle, states that movement in a visual scene naturally captures people's focus. By incorporating subtle motion transitions during information changes in an info display, such as the confirmation of a stop request, users' attention is effortlessly drawn to the changing element. The visual salience of motion ensures quick recognition of the confirmation, reducing the chance of missing it. This attention capture reduces cognitive effort as passengers effortlessly locate the updated information, reassuring them of the successful stop request and enhancing trust in the system.
Aesthetic Usability Effect
The aesthetic usability effect suggests that visually pleasing designs are perceived as more usable and efficient. In the case of the info display, a visually appealing and well-organized layout attracts passengers' attention. Elements like clean graphics, attractive colors, and thoughtful typography make the display visually attractive, encouraging users to engage with the information. The well-organized layout ensures that important details, like the stop request confirmation, are easy to find, reducing cognitive load. The prominent static visual signifier, such as a distinctive icon or colour indicator, ensures continuous visibility of the confirmation, providing passengers with constant reassurance.
The announcement feature
PROBLEM
Current menu screen
In a step towards enhancing accessibility and inclusivity, the existing bus info display provides transcripts for pre-defined announcements. However, following the moving text while on a moving bus requires significant cognitive effort. As a result, many commuters feel that the current way the transcripts are displayed still doesn't fulfill its core purpose effectively.
Current menu screen
The redesigned display aims to reduce cognitive load through three strategies. Firstly, it leverages dual coding theory by combining pictograms with static transcribed announcement text, enhancing accessibility. Secondly, it employs the Von Restorff Effect with vibrant background, making announcements stand out prominently for quick identification. Lastly, presenting transcribed text statically ensures continuous visibility, further minimizing cognitive load and improving comprehension.
🧠
PSYCHOLOGY INSIGHTS
Dual Coding Theory
Dual coding theory suggests that humans process information using verbal and visual mental codes. Incorporating a pictogram alongside the announcement transcript in the bus info display can improve communication in multiple ways. It enhances comprehension by catering to different learning styles and draws passengers' attention, increasing engagement. The dual coding approach reduces cognitive load, making it easier for passengers to process and remember the information.
Von Restorff Effect
The Von Restorff effect, a psychological phenomenon, suggests that distinct and unique items are more likely to be noticed and remembered. Applying this principle to announcement transcripts can significantly improve their visibility and readability. By using bold text and vibrant background colour or visually distinctive elements, the announcement transcript stands out from other content, attracting passengers' attention. This distinctiveness enhances readability, allowing passengers to quickly locate and read the information without being overwhelmed by surrounding content
The announcement feature
PROBLEM
Current menu screen
In a step towards enhancing accessibility and inclusivity, the existing bus info display provides transcripts for pre-defined announcements. However, following the moving text while on a moving bus requires significant cognitive effort. As a result, many commuters feel that the current way the transcripts are displayed still doesn't fulfill its core purpose effectively.
Current menu screen
The redesigned display aims to reduce cognitive load through three strategies. Firstly, it leverages dual coding theory by combining pictograms with static transcribed announcement text, enhancing accessibility. Secondly, it employs the Von Restorff Effect with vibrant background, making announcements stand out prominently for quick identification. Lastly, presenting transcribed text statically ensures continuous visibility, further minimizing cognitive load and improving comprehension.
🧠
PSYCHOLOGY INSIGHTS
Dual Coding Theory
Dual coding theory suggests that humans process information using verbal and visual mental codes. Incorporating a pictogram alongside the announcement transcript in the bus info display can improve communication in multiple ways. It enhances comprehension by catering to different learning styles and draws passengers' attention, increasing engagement. The dual coding approach reduces cognitive load, making it easier for passengers to process and remember the information.
Von Restorff Effect
The Von Restorff effect, a psychological phenomenon, suggests that distinct and unique items are more likely to be noticed and remembered. Applying this principle to announcement transcripts can significantly improve their visibility and readability. By using bold text and vibrant background colour or visually distinctive elements, the announcement transcript stands out from other content, attracting passengers' attention. This distinctiveness enhances readability, allowing passengers to quickly locate and read the information without being overwhelmed by surrounding content
The announcement feature
PROBLEM
Current menu screen
In a step towards enhancing accessibility and inclusivity, the existing bus info display provides transcripts for pre-defined announcements. However, following the moving text while on a moving bus requires significant cognitive effort. As a result, many commuters feel that the current way the transcripts are displayed still doesn't fulfill its core purpose effectively.
Current menu screen
The redesigned display aims to reduce cognitive load through three strategies. Firstly, it leverages dual coding theory by combining pictograms with static transcribed announcement text, enhancing accessibility. Secondly, it employs the Von Restorff Effect with vibrant background, making announcements stand out prominently for quick identification. Lastly, presenting transcribed text statically ensures continuous visibility, further minimizing cognitive load and improving comprehension.
🧠
PSYCHOLOGY INSIGHTS
Dual Coding Theory
Dual coding theory suggests that humans process information using verbal and visual mental codes. Incorporating a pictogram alongside the announcement transcript in the bus info display can improve communication in multiple ways. It enhances comprehension by catering to different learning styles and draws passengers' attention, increasing engagement. The dual coding approach reduces cognitive load, making it easier for passengers to process and remember the information.
Von Restorff Effect
The Von Restorff effect, a psychological phenomenon, suggests that distinct and unique items are more likely to be noticed and remembered. Applying this principle to announcement transcripts can significantly improve their visibility and readability. By using bold text and vibrant background colour or visually distinctive elements, the announcement transcript stands out from other content, attracting passengers' attention. This distinctiveness enhances readability, allowing passengers to quickly locate and read the information without being overwhelmed by surrounding content
Service Alerts & Advertising Space
OPPORTUNITY
Current menu screen
Even though the info display already shows relevant information, there is still untapped potential in utilizing the extra space. There are two main ways we can make use of it:
Providing Service Alerts: By displaying relevant service alerts to commuters, the info display can prime passengers and prepare them for potential changes in their travel plans. This mental preparation can help them adjust their expectations and plan their journey more effectively, ensuring a smoother transit experience.
Advertising Opportunities: The extra space on the info display can also be used for advertising, generating additional revenue. By offering advertising space to businesses, public transit agencies can secure extra funds to enhance the quality and reliability of services provided to commuters, leading to an improved overall transit experience.
Current menu screen
🧠
PSYCHOLOGY INSIGHTS
Priming
By displaying relevant service alerts, the info display leverages the priming effect to improve the passengers' transit experience. Seeing these alerts activates relevant concepts in their minds, helping them mentally prepare for potential changes in their travel plans. This adjustment of expectations allows for more effective journey planning, as passengers can consider alternatives in advance.
Snowball Effect
Utilizing the extra space on the info display for advertising initiates a snowball effect of positive outcomes. By offering advertising space, public transit agencies generate additional revenue, enabling them to invest in service enhancements and technological upgrades. As services improve, the display becomes more attractive to advertisers, leading to increased revenue and continued improvements. This positive feedback loop results in a better transit experience for commuters, creating a cycle of continuous growth and betterment.
Service Alerts & Advertising Space
OPPORTUNITY
Current menu screen
Even though the info display already shows relevant information, there is still untapped potential in utilizing the extra space. There are two main ways we can make use of it:
Providing Service Alerts: By displaying relevant service alerts to commuters, the info display can prime passengers and prepare them for potential changes in their travel plans. This mental preparation can help them adjust their expectations and plan their journey more effectively, ensuring a smoother transit experience.
Advertising Opportunities: The extra space on the info display can also be used for advertising, generating additional revenue. By offering advertising space to businesses, public transit agencies can secure extra funds to enhance the quality and reliability of services provided to commuters, leading to an improved overall transit experience.
Current menu screen
🧠
PSYCHOLOGY INSIGHTS
Priming
By displaying relevant service alerts, the info display leverages the priming effect to improve the passengers' transit experience. Seeing these alerts activates relevant concepts in their minds, helping them mentally prepare for potential changes in their travel plans. This adjustment of expectations allows for more effective journey planning, as passengers can consider alternatives in advance.
Snowball Effect
Utilizing the extra space on the info display for advertising initiates a snowball effect of positive outcomes. By offering advertising space, public transit agencies generate additional revenue, enabling them to invest in service enhancements and technological upgrades. As services improve, the display becomes more attractive to advertisers, leading to increased revenue and continued improvements. This positive feedback loop results in a better transit experience for commuters, creating a cycle of continuous growth and betterment.
Service Alerts & Advertising Space
OPPORTUNITY
Current menu screen
Even though the info display already shows relevant information, there is still untapped potential in utilizing the extra space. There are two main ways we can make use of it:
Providing Service Alerts: By displaying relevant service alerts to commuters, the info display can prime passengers and prepare them for potential changes in their travel plans. This mental preparation can help them adjust their expectations and plan their journey more effectively, ensuring a smoother transit experience.
Advertising Opportunities: The extra space on the info display can also be used for advertising, generating additional revenue. By offering advertising space to businesses, public transit agencies can secure extra funds to enhance the quality and reliability of services provided to commuters, leading to an improved overall transit experience.
Current menu screen
🧠
PSYCHOLOGY INSIGHTS
Priming
By displaying relevant service alerts, the info display leverages the priming effect to improve the passengers' transit experience. Seeing these alerts activates relevant concepts in their minds, helping them mentally prepare for potential changes in their travel plans. This adjustment of expectations allows for more effective journey planning, as passengers can consider alternatives in advance.
Snowball Effect
Utilizing the extra space on the info display for advertising initiates a snowball effect of positive outcomes. By offering advertising space, public transit agencies generate additional revenue, enabling them to invest in service enhancements and technological upgrades. As services improve, the display becomes more attractive to advertisers, leading to increased revenue and continued improvements. This positive feedback loop results in a better transit experience for commuters, creating a cycle of continuous growth and betterment.
THE OUTRO
The redesigned info display
Improving the bus info display can contribute to far-reaching benefits. A well-designed display enhances the commuter experience, making public transit more appealing and convenient, which leads to increased ridership and a shift from private vehicles, ultimately reducing carbon emissions. This sustainable transportation choice contributes to a healthier and more livable urban environment. Additionally, an efficient public transit system attracts businesses and fosters economic development while promoting equitable mobility for all members of the community, ensuring that everyone can access information effectively, thus advancing inclusivity. These positive outcomes create a virtuous cycle that reinforces the importance of public transportation as a key driver of community well-being and environmental sustainability
OTHER WORKS
GET IN TOUCH
Have a question? Drop an email or connect via LinkedIn.
Say hi!
Copy Email
Have a question? Drop an email or connect via LinkedIn.
Say hi!
Copy Email
© Shaban 2025
