Customer Journey

Before traveling Planning Get to bus stop At the bus stop Getting on the bus On the bus Getting of the bus Getting to the destination
Before traveling
Learn
No info where it is!

Only available from Ultra´s

info

Do not run that often Buy smart card

(e.g.1 month)

How much left on the card?

Prejudices
Check timetable

Hard to undrstand
The buses are always late

Learn
Planning Learn

Will I get to the final

Not placed on map dstination?
Internet confuses stops
and adresses
Is it located close to the
final dstination? It SHOULD BE close final
Dependent on direction dstination

Provides the time

Difficult to know location Compare route map to
regular map

Learn
Need two maps
Internet
Provides the line Determine Start/End
Bus Stop
Determine deparure time

Internet
Determine arrival/trip time

Determine Bus line

Printed media

Printed media Learn

Only start / stop times

1 line = 4 timtables
Determine return trip
Only a estimated time
Have to remember Learn
1. Calshöjd - Vasaplan
1. Vasaplan - Carlshöjd
1. Umedalen - Vasaplan
1. Vasaplan - Umedalen Some lines traffic only
mornings/afternoons
Not able to return
Get to bus stop

Learn

Have to look for/learn the

location

Distance to stop?

Not placed on map

No exact location

Not always strongly visible

At the bus stop Wait for ansewer Learn
Make sure the buss comes

No info
Many options > Find right Really small signs
one
Did i miss it?

Check the timetable

Buy SMS ticket Step forward/get in line
Is the bus on time/will it when the bus arrives
come?

Vulnerable
Look for the bus
Waiting

Don´t know how long to

wait

If wrong, determine where

Determine if it is the the right stop is
right stop
Can´t be sure the waiting
will be “awarded”
Confusing info on the lines
Depending on the direction

On the timetable: Info in very small text

1. Umedalen - Vasaplan On the bus:
1. Carlshöjd v Vasaplan
Exluding
On the sign:
Learn
1. Umedalen - Carlshöjd
Step on bus Stressful for the drivers Can´t get on

Unconvienient for the Long way to buy a ticket/

passengers Delays the bus blip card
Only room for one pram
and wheelchair
Annoys the passengers
Only ticket check/
Long way to find a seat Long ques at rush hours but at the driver

Driver doesn´t always lower

Bus accelaerates the bus
Find a place to sit/stand Prams, wheel chairs
Entering only through
through mid-doors
the front door High step for e.g. elderly
Hard for eldery Show SMS ticket
passengers

Show to driver Not very accesable

Have not always got the Cheating

answer
Snow at bus stop
Big step
Stressful for passenger Annoys the driver
Annoys the driver
Blip smart card Confusing info
Bus floor is slipery

Problems with wheelchair

Look for the machine Learn

Bus sign: “Not in traffic”

“Blip” Buy ticket with credit card

Info disapears quickly Changes sign and leaves

Slow People enter

Learn

Hard to see how much left Not clear what ticket to buy
on card
On the bus
Reduced visibility from
Night parts of the bus

Hard to see bus-stop/route No info

from the bus

Is the bus on time?

Bus-stop information
Worries if it is the right bus

Audio/Visual info does not

always work
Vulnerable Lack of information
Vulnerable

Essential for pepole with Hard/Impossible to now

sight dissabilities where the bus is
Step of bus Driver doesn´t always lower
the bus Bus floor is slipery Problems with wheelchair

Vulnerable
High step for elderly

Quick decission Snow at stop

Don´t want to get it wrong Right stop?

Move towards the door

Unclear when bus is at stop

Buss brakes

Might stop due to traffic

before the stop
Hard to stay in balance

Doors don´t open

Confuses and irritates

passengers and driver
Step of bus

Orientation at the location

No information on the
location
Walk to destination
Before traveling Planning Get to bus stop At the bus stop Getting on the bus On the bus Getting of the bus Getting to the destination

Insecurity