Helping Passengers Find Their Way

Client

Gautrain Management Agency

Industry

Transport

Scope

Research
Insights
Analysis

Helping Passengers Find Their Way: Simplifying the complex world of the Gautrain’s signage

The Challenge: Enhance the user experience on Gauteng’s rapid transport by improving the network’s wayfinding.

The Gautrain is a world-class rapid transportation network that aims to reduce traffic congestion between Gauteng’s two metropolitan hubs: Johannesburg and Pretoria. While the network is still relatively small, passengers consistently get lost. They struggle both at the stations and within the train compartments. Signage is scarce and passengers rely on station security for directions. Even those accustomed to international underground transport have reported that the Gautrain’s complex system was a barrier to entry. In a multiphase project, the GMA commissioned Studio Fundi to investigate the Gautrain’s signage and make recommendations for improvement.

The Solution

Studio Fundi started the project by applying observational research methodologies to understand the customer journey and identify pain points in the system. We travelled on the network, observing the passengers and identifying issues that impeded the customer experience. We further augmented the research by interviewing Gautrain security and staff to understand what they had observed in their interactions with passengers.

Several issues came into focus as a result of our research. One key problem was that the wayfinding is not designed to accommodate cultural idiosyncrasies unique to South Africa. Another issue was that implicit and explicit wayfinding is not used to its full potential. Lastly, the system does not accommodate passengers who are visually impaired, neurodiverse or have low levels of functional literacy in English.

The Result

We have an ongoing working relationship with the GMA to research, understand and analyse how wayfinding can be improved on the system. Studio Fundi is also working toward ideating low-fidelity solutions that can be implemented immediately and at a low-cost to improve the passenger journey and customer experience.