Case Study

Redesigning TTC's Bus Passenger Information Display

Applying UX research and cognitive psychology principles to maximize value from existing transit infrastructure, improving commuter satisfaction with software-only changes.

Wide-angle photo of new TTC bus interior showing the LCD passenger information display mounted above the front windows. Display shows route number, destination, and next stop in TTC's red and white brand colors.

The new LCD passenger information displays installed across TTC's 2,000+ bus fleet

Role UX Research & Design
Timeline 6 weeks
Methods Field Research, Interviews
Status Design Proposal

Research at a Glance

47
Rider interviews
32
Hours of observation
2
Critical usability issues
6
Transit systems benchmarked
The Opportunity

Maximizing value from existing infrastructure

TTC's new LCD bus displays represent significant infrastructure investment. Research-driven design refinements could unlock additional rider value without hardware changes.

The Toronto Transit Commission serves 1.7 million daily riders. Post-pandemic ridership recovery makes every touchpoint that improves rider confidence a strategic priority.

The LCD upgrade provides a foundation for rich passenger information. The question: how can we optimize the information architecture to maximize rider benefit, using only software changes?

Research question: What design refinements, grounded in cognitive psychology and UX principles, would improve commuter satisfaction with minimal implementation cost?

Research

Understanding real rider behavior

I spent 32 hours riding 14 different bus routes, observing how riders actually interact with displays, and where those interactions break down.

Observation
32 hours
Interviews
47 riders
Benchmarking
6 systems
Heuristic
Analysis

What the data revealed

73%
Glanced under 3 seconds
17%
Pressed stop button repeatedly
60%
Wanted transfer info
Findings

Key opportunities for improvement

Research identified two patterns where small design refinements could significantly improve rider experience.

1 Opportunity: Static information hierarchy

The display cycles through 5 information types every ~5 seconds. Research shows most riders glanced for under 3 seconds, often missing the specific information they needed on first look.

Cognitive principle: Recognition over recall (Nielsen). Persistent information reduces cognitive load and improves glanceability.

Screenshot of PID at T=0s showing only "52 Lawrence West" in large text. No destination or next stop visible.
Screenshot of same PID at T=5s showing only "Lawrence West Station" destination. Route number no longer visible.

The full rotation takes 25+ seconds, most riders only glance for 3

I look up, see something random, look away. It's easier to just use Google Maps.

- Daily commuter, Bloor-Danforth route
2 Opportunity: Immediate feedback confirmation

After pressing the stop button, the confirmation message enters the same rotation queue. Research observed some riders pressing the button multiple times, uncertain if their request registered.

Cognitive principle: Visibility of system status (Nielsen's #1 heuristic). Immediate, persistent feedback increases user confidence.

Photo of rider's hand pressing the yellow stop request strip. Display shows route info but no "Stop Requested" message.
Same display 18 seconds later finally showing "Stop Requested" text briefly before cycling.

The delayed feedback caused 17% of riders to press the button multiple times

I pressed it three times. Was it broken? The driver looked annoyed but I genuinely didn't know.

- Occasional rider, unfamiliar with route
Insight

Software-only improvements: maximum impact, minimal cost

Analysis of the display system architecture revealed that the existing hardware fully supports persistent information layouts. The current rotating design is a software configuration, not a hardware limitation.

This means evidence-based improvements can be deployed through the existing overnight software update mechanism. No hardware modifications, no fleet downtime, no capital expenditure.

Technical diagram showing data flow: GPS satellite → Bus onboard Linux system → LCD display. "Overnight software push" from TTC depot. Key insight: "Software changes = No hardware cost."
Solution

Research-driven design proposals

Two design refinements grounded in established UX principles and cognitive psychology research.

Proposal 1: Static information hierarchy

Apply the principle of recognition over recall by displaying route, destination, and next stop simultaneously rather than sequentially.

Before
Current TTC display design: Large rotating text area cycles between info every 5 seconds. Only one piece of info visible at a time.
After
Proposed static layout: Route, destination, and next stop all visible simultaneously. No waiting required.

Proposal 2: Immediate system feedback

Apply the visibility of system status principle by providing instant, persistent confirmation when riders request a stop.

  • Instant: Feedback appears in under 200ms
  • Persistent: Badge remains until bus begins stopping
  • Distinct: Amber color stands out from other display elements
State flow diagram: Default display → Button pressed triggers instant amber "STOP REQUESTED" badge → Badge persists until bus stops → Returns to default. Response time <200ms.
Prototype

Interactive concept

A functional prototype simulating a real bus journey to demonstrate the design intent and prepare for validation testing.

Open in Figma →
Interactive Figma prototype: Simulated bus journey on Route 52. User can watch display update as virtual bus moves between stops.
Validation

What comes next

These proposals are grounded in principles, but remain hypotheses until validated with users.

1
A/B testing

Current vs. proposed design. Measure time to find next stop, confidence ratings.

2
Task-based usability

Ask riders to complete realistic tasks using the prototype.

3
Iterate & refine

Adjust design based on testing insights. 1-2 iteration cycles.

4
Pilot deployment

If validated, deploy to 10% of fleet before full rollout.

Success metrics

  • Time to locate next stop: Target under 3 seconds (baseline ~8 seconds)
  • Repeat button presses: Target 0% (baseline 17%)
  • Design preference: Target 75%+ prefer proposed over current
Reflection

What I learned

Principles over intuition: grounded decisions in research

Constraints enable creativity: limits shaped better solutions

Context is everything: in-situ research reveals real behaviors

What I'd do differently

  • Interview bus operators to understand their display requirements
  • Recruit more participants with accessibility needs
  • Use instrumented measurement for behavioral metrics

The bigger picture: Public transit infrastructure investments can deliver even greater value when paired with research-driven UX refinements. Small software changes, grounded in cognitive science, can meaningfully improve the experience for 1.7 million daily riders.

Let's work together

I'm exploring product design roles where I can apply research-driven thinking to meaningful problems.

Get in touch Connect on LinkedIn