Department for TransportMonitoring and Evaluation Masterclass
Travel Information
Robert Murray, Senior Consultant, Steer Davies Gleave
Presentation date
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What is Transport Information?
There are two ways of looking at it: How service providers/Local Authorities communicate service provision to
existing and potential users How users travel from A to B
Lots of potential access points: Friends and family Print: service timetables, at stop publicity Online: websites, journey planners, apps Wayfinding
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What is Transport Information?
How useful is the information provided?
How would you go about evaluating the different options?
How effective is it at influencing people’s decisions?
Transport Information 3
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Surveys
Speak to existing users about particular aspect of travel information What is their reason for choosing this type of information? Do they use it independently or with other sources? What would they have done if they didn’t have access to a particular piece of
information?
Use existing contact lists (assuming they’ve agreed to follow up communications)
Offer incentives to reward users for sharing their opinion
Transport Information 4
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User Testing
Evaluate effectiveness of travel information
Useful to see how people interact in real time Do they understand? If they don’t, what did they find difficult? Does it tell them everything they needed to know? Would they use it again?
Excellent qualitative analysis which can sometimes be quite eye-opening
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Choose How You Move User Testing
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One room, 20 different participants
Two different tasks Follow a discrete set of tasks using the new journey planner Try three different journey planners without instruction
Recorded their screen to see how they interacted throughout
Recorded their voice so they could explain what they were doing
Completed a simple questionnaire at the end to summarise their opinions
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Analysis of user information
Using statistics from website visits to determine usage trends
Google Analytics How are people accessing the site? Where are they coming from? When are they accessing the information? How much time do they spend on the site? Do they come back?
Transport Information 8
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Analysis of user information
Journey Planner-based Stats Where are people planning their journeys? When are they planning them? What modes of transport do they search for?
But does the user actually go on to make that journey? The holy grail of analysis!
Transport Information 9