2014 Sessions

In total, there were 24 fantastic TransportCamp sessions that were proposed during 'agenda setting'. You can take a look at the final agenda matrix.

Our amazing Guest Bloggers created a blog post for each unconference session.  Each post includes all the essential session details, links and a sumamary of all the key points of discussion.

Comments are enabled, so feel free to continue the conversation in the  post or contact the session leader directly.

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Customer Experience Journey Mapping: What Do We Know

Session coverage by guest blogger Melissa Yee

Session Details 

  • Presented by Simon Wong (LinkedIn)
  • Location: Room Two
  • Time: Session #3 (12:20pm - 12:55pm)
  • Number of Attendees: 10

Simon is a self-proclaimed transport nerd. Started out in State government working on ‘Meeting a transport challenges’ in the Bracks days. Then at PTV doing tram planning then did Masters of Information Systems and Innovation in London.

Simon Wong asking the question, what data do we have about different types of travellers?

Simon Wong asking the question, what data do we have about different types of travellers?

Introductory Points

  • Data and transport is very data driven, very top-down and not customer-centric
  • Customers have moments of interacting with the public transport system depending on their lives but not consistency.  Right now we only consider the points where customer connect with the system but don’t consider the whole path and why those points of connection exist.

  • Human-Centred Design

The group was asked...WHO USES THE PT NETWORK?

  • Travelling For Experience

    • Experience seeker/ Explorers

    • Leisure/fun seeker

    • Intoxicated people

  • Young People
    • Kids/ Teenagers/ Students

    • Groups (friends/ family)

  • Workers

    • City bound commuters

    • “Transient” Workers

  • Values Based Users

    • Drivers (truck/ train)

    • PT Advocates

    • People who consciously choose PT due to personal preference

  • Vulnerable People

    • The elderly

    • Those without a car/ transit dependent/ Joe & Tony Traveller

  • Shoppers
  • Tourists

Other stakeholders involved in people's travel choices include:

  • Freight/ Supply

  • Businesses in high public use areas

The point was made that there are a group of travellers who can be classed as "choice based users":

  • Anyone for whom PT is the best choice

  • Those with easy access

  • People close enough to transport routes

The groups then discussed:

  • How much do we know about these groups?

  • About their values and why they make the travel choices they make?

Traveller Archetypes

We can think about defining traveller archetypes and asking, do we plan for these people and do what data do we have on their travel choices, if any?

  • Teenage Mall Rat
  • Stay at home parent

  • Pension-day senior

  • Local shops commuter

  • Destination communter

  • Local traders

  • Business close to mode

  • Welfare agencies

  • Councils

  • Tourist organisations

  • Government Departments

  • Community Groups

  • Local Residents

  • Sustainability believers/ social justice

  • Guilt travellers

  • Incentivised-based travellers economics

  • “Experience” users

  • Health and lifestyle

  • International travellers/ interstate

    • little knowledge of system

    • know where they want to go but not know how to get there

    • Language Issues

    • Know the mode, not the destination

  • Top destination/ attraction

  • Identity forming - eg. I’m on the 96

  • Perceptions of time- commuters vs the elderly

  • Forced users of PT

  • Intimidation - other passengers or experiences as a whole


If we put the people at the centre, they can come in and out of all of these groups.  They can be a commuter, a shopper, later in life they will be elderly.  Having one user will allow you to have very rich data.  We need to consider the qualitative side.

The goal of the workshop:  To put our minds to how human centred design works and to gather more qualitative data to inform our planning of the PT system.