Thank You

Eugina Chun, Jessica Yang

project info

March 2019 — May 2019, 6 weeks

Campaign Design, Ecosystem Mapping, Storyboarding, Intercept Interviews, Synthesis, Storyboarding, Visual Design

Overview

A campaign for Bay Area Rapid Transit (BART) in San Francisco. There's an estimated average of 432,000 trips taken on BART daily. A portion of these riders are disabled, seniors, or individuals that require additional assistance. Despite priority seating being meant for these individuals and required made under federal law, priority seating in public transportation is not a guarantee for priority passengers.

Final mock up posters. Visual design by Jessica Yang. Concept by Eugina Chun

unseen disabilities

Intercept interviews

My partner Jessica and I began our research conducting intercept interviews with BART passengers. We learned that there is a lack of recognition for disabilities that are not obvious or visible.

Interview quotes reveal the awareness non-priority passengers have around disabilities in priority passengers

"I have a brain tumor but you can't tell."

Interview insights

Issues around priority seating stem from passengers being unaware of their surroundings and lacking empathy towards people requiring priority seating.
The current priority seating sign fails to advocate for all priority passengers.
It can be difficult to ask for priority seating because of language barriers, fear of causing conflict, and not wanting to draw undesired attention.
Change ultimately lies with the passengers, not the regulations.

Non-priority passengers (above), priority passengers (below) ecosystem map by Eugina Chun

It's harder for priority passengers

Ecosystem mapping

Compared to the mostly linear path of non-priority passengers, priority passengers divert often from the happy path of using the public transportation system, making it a straining journey.

Journey map by Jessica

benchmarking solutions

Secondary research

How might we…

...ensure priority seating is always accessible to those who need it?
...foster empathy and awareness around issues of priority seating?
...expand the perceived scope of who needs priority seating?