Wednesday, June 15, 2005

Integrated passenger information at Ormond

A photo tour of Ormond Station

1. Station welcome board

This is the first sign seen by people entering the station. It is at the base of the ramp leading up to the station's main platforms. Because of exposure to passers-by, it is ideal for public transport promotional material.

Components of this display include:

a. Welcome to Ormond Station sign

b. Ormond Local Transport Guide (with bus info)

c. Travel times to major destinations

d. Local area street map with bus routes identifed

e. Metlink URL and phone number

f. Rail system map

g. Fares information

h. Promotional material promoting off-peak use

2. Station foyer

3. Fare zone information on ticket vending machines

Unlike the large map and sign away from the TVM, this small sign is within the customer's line of vision and provides location specific zone information. Major destinations are identified by name.

4. Nearest Metcard outlet

Provides name and directions to nearest ticket outlet, right at the TVM to which passengers naturally gravitate. These directions are reinforced on local transport guide maps.

5. Local taxi company numbers

Provided at payphones.

6. Local transport guide


a. location of bus stops

b. available bus routes and destinations

c. approximate bus/train running times and frequencies

d. Metcard outlet and Metlink phone number

The guide pictured is located in the foyer near TVMs, but there are others at the entrance to the station and adjacent to the bus timetable display.

7. Marketing material

Marketing material to encourage patronage by publicising off-peak and non-work trips.

8. Timetables

Bus maps, timetables and local transport services guide provided on Platform 2. Although passed by many people alighting the train (including the peak afternoon traffic), the station foyer might have been a better location.

9. Directions to buses

Bus direction sign in underpass. Also includes Metlink phone and web info.

10. Passenger information at bus stops

A local travel guide installed at a bus shelter. Where stops have no shelter, permission needs to be obtained to place a guide in a nearby shop window.

About the Ormond Project

Project Aims

a. to increase public transport patronage amongst both existing and new passengers

b, to improve connectivity between transport modes

c. more effectively market public transport

d. improve customer service through better passenger information

e. improve fare compliance

Careful design and a staged approach

Passenger information needs vary according to the stage of their journey and their level of experience. Information provided must be specific to what the passenger wants to know at the time and not confuse them with either too much or too little.

Passengers to Ormond receive information as a progressive series of stages as they approach the station or bus stop. Each sequence (or 'thread') has been designed for the following types of passengers:

a. Passers-by (potential passengers who may be attracted to public transport)

b. Passengers catching a train at Ormond Station

c. Passengers leaving Ormond Station to catch a bus or call a taxi

d. Passengers leaving a bus to catch a train

These 'threads' are separate but intersect to form a seamless whole. Not all passengers need follow each stage in each thread. For example, passengers with pre-purchased tickets have no need for zone information on TVMs. However, for those who need it, such information is provided at the exact place where it is required (in this case on the TVM itself). Experience has shown that this is more effective than providing the information on large posters somewhat remote from where it is needed.

Information and reassurance

To provide continual (but unobtrusive) re-assurance, a successful action is followed by its verification or reinforcement. This builds confidence. The passenger then moves onto further steps until their journey is complete.

An example of the information/verification process is the on-platform signage. Passengers see arrows giving directions to each platform and their destinations. One of the platforms (3) is only used part-time and is accessible via the underpass. When they see the arrow for Platform 3 (information), the viewer naturally looks across in that direction. The first thing they see is the large '3' (verification). They see that they need to cross the tracks to reach this platform (information). When they look back to the first sign they saw, they see a note that Platform 3 is accessible under the tracks via the underpass (reinforcement). This gives passengers enough information to reach Platform 3 as they know where to go and how to get there.


Cost of materials has been kept down to approximately three to four dollars per station. Improvements such as larger poster sizes, use of colour, better printing and enhanced protection against the elements would increase this figure and are desirable in the long-term. The project receives no official funding. If considered worthwhile, the project's co-ordinator would welcome opportunities for it to be integrated into other passenger information projects currenly underway.

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