a ticket to the city

A Ticket to the City

Prepared for

Professor Kristen Gates

in partial fulfillment of DAI 505: Industrial Research and Development

by

Benjamin F. Brustis

Department of Design and Industry College of Creative Arts

San Francisco State University San Francisco, CA 94132

May 2003

ABSTRACT

Descriptors: San Francisco, pubic transportation, mass transportation, tourism, bus, trolley,

subway, cable car, streetcar, tramway, rapid transit, MUNI, BART, San Francisco Municipal

Railway, Bay Area Rapid Transit.

Abstract: San Francisco, a city of only about 793,600 people, has a complex public

transportation system comprised of buses, trolleys, tramways, cable cars, underground subway

and streetcars, and rapid transit BART. All together, they carry an average of 700,000 passengers

on a daily basis. Those seven different means of public mass transportation require no less than

ten different kinds of tickets that may or may not be compatible with all or some of the

transportations depending on the case. This makes it confusing and problematic for new users

and millions of tourists annually to easily understand that system and make the best use-for-the-

money of it. The purpose of this research was to identify and develop the best prototype of a

visual medium in order to easily and quickly familiarize new users and tourists with the different

kinds of tickets available and their compatibilities with the SF public transportation system

(MUNI metro (subway) and streetcars, buses, trolleys, tramways, cable cars, BART).

One of the major findings of the study was not to confuse information with too much

information. Research showed that people who are given a too detailed account of the situation

tend to become overwhelmed and not get anything from the supposedly helpful information

brochure. In order to be the most efficient, information design has to be kept to a minimum

necessary amount so that users can actually feel like they are capable of processing it.

Also, during field investigations, it appeared quite clear that people did not want a full bulky

brochure that they would probably end up not using or even throwing away a few days later.

63% of those who wanted to have more information about tickets compatibilities preferred a

credit card size flyer. Because of this discovered concept of selective information, it became

thus possible to design a smaller size visual medium that could meet the needs and wants of the

target audience while still accomplishing the goals set in the study.

TABLE OF CONTENTS

List of Appendices .. i

Chapter 1: The Problem . 1

1.1 Introduction .. 1

1.2 Problem Statement ... 2

1.3 Purpose of the Study .... 2

1.4 Significance (Need) of the Study . 3

1.5 Assumptions . 3

1.6 Definition of Terms .. 4

1.7 Parameters of the Problem ... 5

1.8 Parameters of the Design . 6

1.9 Hypothesis .... 7

1.10 Research Procedure .... 8

1.11 Chapter Summary .. 9

Chapter 2: Findings From the Internet, Review of Literature,

Interviews, and Field Investigation .. 9

2.1 Introduction .....10

2.2 Websites Data Collection: The Complexity of the System ... 10

2.2.1 MUNI Tickets and Fares System: ... 10

2.2.1.1 Basic fares: .. 10

2.2.1.2 Cable car fares: 11

2.2.1.3 Passes: .. 11

2.2.1.4 Transfers: ..... 12

2.2.1.5 Tokens: ..... 12

2.2.1.6 Youth Fifteen-Ride Ticket Booklets: ... 13

2.2.1.7 Passports: . 13

2.2.1 8 CityPass: .. 13

2.2.1.9 Transferring from BART: 14

2.2.2 BART Tickets and Fares System: ... 24

2.3 Review of Literature: Design Options and Issues: 16

2.3.1 Survey and Evaluation of Information Graphics: ... 16

2.3.2 Visual Information Design for an International Audience:

Colors and Symbols: ... 19

2.3.3 The Appeal of Advertising Flyer Graphics: 20

2.3.4 Mass Transportation Marketing Strategy: .. 21

2.4 Field Investigation: Interviews and Statistical Data: . 22

2.4.1 San Francisco Convention Visitor Bureau (SFCVB): 22

2.4.2 Statistical Analysis of Field Interviews Collected Data: .23

2.5 Chapter Summary: ..... 25

Chapter 3: A Two-Sided Foldable Credit Card Size Flyer .. 26

3.1 Chapter Introduction: . 26

3.2 Hypothesis: .... 26

3.3 Parameters of the Design: .. 27

3.4 The Solution to the Problem: A Two-Sided Foldable Credit Card Size Flyer ...27

3.4.1 Format: .... 27

3.4.2 Colors, Fonts and Symbols: .... 28

Chapter 4: Summary, Conclusions and Recommendations of the Study 30

4.1 Problem Statement: 30

4.2 Purpose of the Study: . 30

4.3 Hypothesis: .... 31

4.4 Major Findings: .. 31

4.5 Conclusion and Final Recommendations: . 32

Bibliography .... 33

A Ticket to the City i

List of Appendices:

Appendix A: Survey Data and Completed Survey Questionnaire Examples ..... 38

Appendix B: Initial Sketches for Flyer Design .... 45

Appendix C: Final Design of the Flyer 48

A Ticket to the City 1

CHAPTER I

The Problem

1.1 Introduction

San Francisco, a city of only about 793,600 people (census, 2000), has a complex public

transportation system comprised of buses, trolleys, tramways, cable cars, underground subway

and streetcars, and rapid transit BART. All together, they carry an average of 700,000 passengers

on a daily basis (San Francisco Visitor Information Bureau, 2003). Those seven different means

of public mass transportation require different kinds of tickets that may or may not be compatible

with some or all of the transportations, depending on the case.

Confused first-time users and tourists may have difficulties addressing this issue and thus

maximizing the financial efficiency of their public transportation experience.

1.2 Problem Statement

The incompatibilities between the no less than ten different kinds of tickets of the SF public

transportation system make it confusing and problematic for new users and millions of tourists

annually (15.6 millions in 2001, San Francisco Visitor Information Bureau, 2003) to easily

understand that system and make the best use-for-the-money of it.


A certain familiarity with the system is necessary in order to make the most efficient use of it,

but this only comes overtime, time that new users and tourists have not yet had.

1.3 Purpose of the Study

The purpose of this research was to identify and develop the best prototype of a visual

medium in order to easily and quickly familiarize new users and tourists with the different kinds

of tickets available and their compatibilities with the SF public transportation system (MUNI

metro (subway) and streetcars, buses, trolleys, tramways, cable cars, BART).

1.4 Significance (Need) of the Study

This was an important problem to study because a lot of first time users and tourists seem to

become understandably frustrated with the SF public transportation system, as they are trying to

figure out why a certain type of ticket that is valid on one kind of transportation is not valid on

another kind, but a different kind of ticket may be.

The wrong choice of ticket is not only cost ineffective, but most importantly it adds to the

customers dissatisfaction with the system. Customers that are left in the dark, frustrated and

dissatisfied are less likely to remain loyal.


1.5 Assumptions

- Based on the daily number of passengers the SF public transportation system carries, it is

assumed that a significant proportion of new-comers and tourists rely on public transportation.

- The target population is aware of the different kinds of public transportations available within

the limits of the city. The problem was in the misunderstanding of the incompatibilities between

tickets, not in the awareness of the system itself.

- The target population, whether English-speaking or not, is assumed to have at least a tourist

level English understandability. In other words, people are assumed to understand and

recognize basic words like bus, ticket, MUNI, BART, and the like. Every effort was

made to keep the medium as universal as possible.

1.6 Definition of Terms

In an effort to avoid confusion and misunderstanding, the following terms are defined here as

a reference (American Public Transportation Association, 2002):

Aerial Tramway An electric system of aerial cables with suspended unpowered passenger

vehicles. The vehicles are propelled by separate cables attached to the

vehicle suspension system and powered by engines or motors at a

central location not on board the vehicle.


BART Bay Area Rapid Transit

Base Fare The price charged to one adult for one transit ride; excludes transfer

charges, zone charges, express service charges, peak period surcharges

and reduced fares.

Bus (Motorbus) A rubber-tired, self-propelled, manually-steered vehicle with fuel supply

carried on board the vehicle.

Bus, Trolley An electric, rubber-tired transit vehicle, manually steered, propelled by a

motor drawing current through overhead wires from a central power

source not on board the vehicle. Also known as "trolley coach" or

"trackless trolley."

Cable Car An electric railway operating in mixed street traffic with unpowered,

individually-controlled transit vehicles propelled by moving cables located

below the street surface and powered by engines or motors at a central

location not on board the vehicle.

MUNI San Francisco Municipal Railway

Public Transit

System

An organization that provides transportation services owned, operated,

or subsidized by any municipality, county, regional authority, state, or

other governmental agency, including those operated or managed by a

private management firm under contract to the government agency

owner.


Public

Transportation

Transportation by bus, rail, or other conveyance, either publicly or

privately owned, which provides to the public general or special service

on a regular and continuing basis. Also known as "mass transportation,"

"mass transit" and "transit."

Rapid Transit Rail or motorbus transit service operating completely separate from all

modes of transportation on an exclusive right-of-way.

Streetcar An electric railway with a "light volume" traffic capacity compared to

heavy rail. Light rail may use shared or exclusive rights-of-way, high

or low platform loading and multi-car trains or single cars. Also known as

"streetcar," "trolley car" and "tramway."

Subway An electric railway with the capacity for a "heavy volume" of traffic and

characterized by exclusive rights-of-way, multi-car trains, high speed

and rapid acceleration, sophisticated signaling and high platform loading.

Also known as "rapid rail," "subway," "elevated (railway)" or

"metropolitan railway (metro)."

Tourist One that makes a tour for pleasure or culture.

1.7 Parameters of the Problem

This research was limited to identify and develop a prototype of the best visual medium

necessary to solve the problem. The purpose of the research did not encompass the total cost or

the means of implementation of the developed solution on a large scale, in this case the city of


San Francisco. How the medium would be distributed, where, when and by whom, how much it

would cost to manufacture and compensate the people involved, and thus the total cost supported

by the city vs. advertisers would be beyond the scope of this study.

1.8 Parameters of the Design

Considering that the medium is in the line of other public transportation informational

brochures that are distributed for free, the solution also had to free and therefore made of paper

or cardboard that could easily and rapidly be manufactured at the lowest cost to the supporting

parties. In an effort to further limit the printing costs, a limited number of colors had to be

favored, without depreciating the overall visual appeal of the medium.

Other options, like lamination, would certainly add to the appeal and durability, but as they

would also drive up the total costs, they were only considered as a recommendation.

1.9 Hypothesis

Based on the review of literature and prior to the interviews of the intended target audience

and management at the San Francisco Convention Visitor Bureau, a potential solution to the

problem was to develop a print visual medium that would make the best use of information

graphics and design rules in order to quickly and efficiently convey an easily understandable

message to the target audience.


1.10 Research Procedure

The steps undertook during this research procedure were as follow:

1) Research literature, journals, articles, or dissertations that could be related to the topic.

2) Interview management at the SF Visitor Information Bureau.

3) Draft a precise questionnaire in English, French and Japanese, trying to pinpoint what people

are confused about, and which hypothetical solution they would prefer based on the literature

review materials.

4) Analyze the data collected from the interviews, and come up with a comprehensive design that

fits all requirements.

5) Print the prototype.

6) Make additional recommendations if necessary.

1.11 Chapter Summary

As stated previously, the incompatibilities between all the different kinds of tickets of the SF

public transportation system make it confusing and problematic for new users and tourists to

easily understand that system and make the best use-for-the-money of it. A certain familiarity

with the system is necessary in order to make the most efficient use of it, but this only comes

overtime, time that new users and tourists have not yet had. The purpose of this study was to

identify and develop the best prototype of a visual medium in order to easily and quickly


familiarize those new users and tourists with the different kinds of tickets available and their

compatibilities within the SF public transportation system (MUNI metro (subway) and streetcars,

buses, trolleys, tramways, cable cars, BART).

Chapter two analyzes the findings gathered from the review of literature, interviews of

management at the San Francisco Visitor Information Bureau, and interviews of an international

panel of tourists found in the streets of San Francisco. Based on those findings, chapter three

introduces the solution to the problem. Finally, chapter four summarizes the study and makes

final recommendations based on the solution proposed in chapter three.


CHAPTER II

Findings From the Internet, Review of Literature, Interviews, and Field Investigation

2.1 Introduction

Chapter two is articulated in three parts:

- First, information collected from various websites is presented to explain the current state of the

San Francisco public transportation system and to support the above stated claim of complexity

of such a system,

- Second, review of literature is presented to explore how related design problems were solved in

the past and thus the different design options available to solve the current problem, as well as

the general design issues that must be addressed and that are relevant to the problem at hand,

- Third, statistical data and findings from interviews with the intended target are presented,

bringing to light what specific issues must be solved and its expectations on how they should be.


2.2 Websites Data Collection: The Complexity of the System:

2.2.1 MUNI Tickets and Fares System:

According to MUNIs official website (2003), the different kinds of tickets and fares are as

follow:

2.2.1.1 Basic fares:

Exact change is required and no change is given. Subway turnstiles require coins (all

denominations of US coins accepted, including dollar coins).

Adult: $1.00, or Muni monthly pass, Passport, token or transfer

o Senior, ages 65+; Youth, ages 5-17: 35 or monthly pass or transfer. Valid ID required.

o Customers with a disability: 35 or monthly sticker affixed to a valid Regional Transit

Discount card or transfer. Valid ID required.

o Child, ages 4 and under: Free

Cash fare includes a free transfer issued on request at the time the fare is paid. J, K, L, M and N

riders must have a transfer for proof of payment.


2.2.1.2 Cable car fares:

No transfers are accepted nor issued. All persons are $2.00 each way

Seniors, ages 65+, and disabled persons may ride for $1 from 9 p.m. to 7 a.m. with a valid photo

I.D. Monthly passes and Passports are valid on cable cars. Weekly passes require a payment of

$1. Cable cars also accept 1 token and $1. Limited edition souvenir cable car tickets are also

available. Cable car tickets and one-day Muni passes are sold by the conductors on the cable

cars. The conductors can make change for up to $20.

2.2.1.3 Passes:

For regular riders,: monthly Fast Passes and weekly passes are available:

- Monthly Fast Pass: Good for one calendar month, with a 3-day grace period into the next

month (e.g., the June pass is good from June 1 through July 3). Valid on all Muni streetcars,

buses, and cable cars.

o Adult, ages 18-64: $35. Also valid with the following agencies (no 3-day grace period):

BART and Caltrain for trips entirely within San Francisco; SamTrans route 34 when

boarding in San Francisco

o Senior, ages 65 and over: $8

o Disabled, monthly sticker affixed to a valid Regional Transit Discount card: $8

o Youth, ages 5-17: $8


- Weekly pass: Good for one week, from Monday through Sunday. Valid for unlimited use on all

Muni lines. Cost is $9 for each week. There are no senior, disabled, or youth weekly passes. You

must pay an additional $1 to ride the cable cars. Using any Muni Pass on Special Services

requires an additional payment of $2.

2.2.1.4 Transfers:

Transfers are issued when the fare is paid and are valid for travel on any Muni vehicle (except

Cable Cars) for at least 90 minutes but for no more than two hours, from the time of issue.

Transfers are not required to be surrendered to the operator of the vehicle. Transfers are

considered Proof of Payment on Metro lines. Transfers are not valid on cable cars.

2.2.1.5 Tokens:

Tokens are cheaper and easier than carrying one-dollar bills. The tokens sell in bags of 10 for

$8, only 80 cents a ride. The tokens have no time expiration, and you can get a free transfer with

them. Cable cars accept one token plus $1, with no transfer issued. A list of vendors that sell

tokens is available.


2.2.1.6 Youth Fifteen-Ride Ticket Booklets:

Youth Fifteen-Ride Ticket Booklets are available for $5.25 for the convenience of schools

and youth groups. The tickets are not good for cable car service. They are sold at Muni's

Revenue window at 949 Presidio Ave. at Geary, Room 103.

2.2.1.7 Passports :

Enjoy unlimited travel on San Francisco's world-famous transit system. Ride streetcars, buses,

and cable cars as many times a day as you wish with your Passport. Passports are also valid on

Special Services with an additional payment of $2. The 1 day pass is $6, the 3 day pass is $10

and the 7 day pass is $15.

2.2.1 8 CityPass:

The San Francisco CityPass is good for seven consecutive days on Muni and is also good for

admission to several attractions in the city. The CityPass costs $34.75 for adults and $25.75 for

youths (ages 5-17) and is available at those attractions, at the Visitor Information Center at

Powell & Market Streets, and at Muni's Revenue Department, 949 Presidio Avenue at Geary.


2.2.1.9 Transferring from BART:

If you travel on BART (Bay Area Rapid Transit) and then plan to take Muni, make sure you

pick up a discounted transfer which will give you a round-trip for the price of a one-way! Before

you exit the BART paid area, go to the white Muni transfer machine near the add-fare machines.

Put in four quarters and out comes a two-part ticket: one part will allow a ride on Muni away

from BART within one hour. Keep the other portion for your trip back to BART. You have 72

hours to use the return portion. Each part of the ticket MUST be exchanged for a transfer by a

Muni operator or station agent upon use. An additional $1 is necessary for cable car service. The

two-part discount tickets are free at the Daly City BART Station, but are good for service only

on Muni lines 28 and 54, with no transfers issued.

2.2.2 BART Tickets and Fares System:

According to BARTs official website (2003), BART tickets are like debit cards, each with a

specific stored value. When taking a BART trip, the fare is deducted from the ticket

automatically until the stored value is used up. All BART stations sell tickets through automatic

ticket machines that accept nickels, dimes and quarters as well as $1, $5, $10 and $20 bills.

Credit cards can also be used at Charge-A-Ticket (CAT) machines in selected stations. BART's

fare structure is built on a mileage-based formula, therefore weekly or monthly passes for BART


fare are not available. However, BART offers discounts ranging from 6.25% to 75% as described

below.

- BART Blue High Value Tickets: 6.25% discount on two ticket denominations:

Cost: $32 ticket costs $30, $48 ticket costs $45.

- BART Red Tickets:75% discount for persons with disabilities and children 5 to 12 years old:

Cost: $16 ticket costs $4, children 4 and under are free.

- BART Green Tickets: 75% discount for senior citizens 65 years and older:

Cost: $16 ticket costs $4.

- BART Orange Tickets: BART orange tickets provide discounts for middle and secondary

school students.

Cost: special purchasing restrictions apply...

- BART Plus Tickets: BART Plus tickets can be used as a "flash pass" for other transit operators.

The BART Plus ticket is good on BART, AC Transit (excluding transbay service), County

Connection, Dumbarton Express (excluding transbay service), Martinez Link, SamTrans (local-

fare credit), Santa Clara County Transit local service, SF Muni and Union City Transit. The

BART Plus ticket works in the BART fare gates like a regular BART ticket, and is valid for a

half-month period as a "flash pass" to bus operators and SF Muni station agents. Part A covers

the first half of the month and Part B covers the second half. The BART Plus ticket comes in

eight different denominations, each valid for a half-month period. All denominations include

unlimited local bus rides along with stored BART value:


BART Plus Ticket Stored BART Value $28 $15 $33 $20 $37 $25 $42 $30 $47 $35 $52 $40 $56 $45 $61 $50

The BART value on the BART Plus ticket expires five days after the end of the half-month

period. When the remaining value on the BART Plus is as low as 5 cents, people get one final

ride on BART -- no matter how much the fare is. This is called the "Last Ride Bonus."

2.3 Review of Literature: Design Options and Issues:

2.3.1 Survey and Evaluation of Information Graphics:

Easterby and Zwaga (1984) look at how both the theoretical principles and the real world

empirical data affect information design in case studies. The entire book is a valuable foundation

resource for information design, but the research study on the British public bus system

especially was the closest related to the area of research. It appeared that table based information

design proves to be not so easy to design and requires significant attention: It has been known

for some time that many people have great difficulty understanding information presented in


tabular form, particularly when the table is a two-dimensional matrix (e.g. the study by Wright

and Fox, 1970, on currency conversion tables).

The needs of bus passengers are also explained in detail, which helps decide whats necessary to

include in the medium. The book claims there are three kinds of information needs to the bus

passenger: information at the departure (help to plan the route), in-transit information (help to

make the right choice), and supportive information (redundant, but help to allay any fear of

getting lost). This research would probably best fit into the second category.

Holmes (1993) provides explanations and examples of effective diagrammatic designs for

diagrams, charts, maps, architecture, as well as other projects. His book shows how artists can

successfully combine a picture with a set of facts in a way that entices the audience and inform

them too. The emphasis is on how much research goes into a diagram so that it has meaning and

so that the reader is informed. Design is not only looks; the original intent of an information

diagram in the understanding of the conveyed information. The purpose of a diagram is to insure

that the reader understands a possibly complex situation quickly and easily.

According to Wildbur (1989), there are six different kinds of information design solutions:

alphanumeric, pictogrammic, product interface, diagrammatic, spatial and cartographic, and

finally informative and explanatory. The section that most related to this research area was the

diagrammatic one, which had a case-study about a map system design for the Municipal

Transport Company of Amsterdam. Although, the purpose of the designers in that project was a

little bit different than the problem at hand (increasing ridership vs. awareness of tickets


compatibilities), some of the issues they solved along the way were most useful. For example, in-

depth interviews with riders made them realize the importance of not putting too much on the

map, unlike what had been done with previous maps. It became clear that too much information

leads to no information at all because riders feel overwhelmed and end up not understanding the

map. The point is to include only what is strictly necessary, not the details. Legibility was also

one issue that they had to work with because they wanted a small map that could be carried in

someones pocket.

Zwaga. and Hoonhouts book (1999) was a real wealth of information regarding research

methodology in informational design problems. It presents a wide range of study cases in

different areas of informational design and goes step by step in both the research and the design

processes on how to come to a solution. The part on tables and graphs included a very useful

study on redesigning effective public transportation timetables for the buses and trains of

Brisbane, Australia.. Because it was closely related to this area of research, the dialog approach

the researchers took and the step-by-step research procedure was most useful. Emphasis was put

on interactions and dialogues with users before designing a solution to the problem as a way to

really understand what the users needs and want really are.


2.3.2 Visual Information Design for an International Audience: Colors and Symbols:

Miller, Brown. and Cullen (2000) explain how symbols help to tangibly demonstrate the

theoretical and to better communicate socially as humans. Symbols are the symbols for written

communication and have evolved from the most minimalists into complex abstractions. Symbols

now have different meanings to different people in different situations. Symbols carry

informational as well as emotional meanings. They echo our subjective interpretation of the

world and this must be taken in consideration when designing for an international audience. This

book shows that mass communication depends to a great extent on signs and symbols, but some

symbols are culture specific and the designer has to make sure that it will be understood by his

audience in the same way that he intended to communicate.

Wildbur and Burke (1998) emphasize the importance of visually appealing solutions to

information design problems, especially for an international target audience. The fist part of the

book specifically addresses the issue of informing travelers and transportation information

design. In most cases, the use of a powerful color identity scheme and symbols come as a useful

solution to simplify the understanding and processing of otherwise complex information. The

case of the Schwabisch Gmund Bus Stationwas most useful as to understand how colors,

symbols, and even the choice of a certain font work together to efficiently inform a wide variety

of users who may or may not speak the language.


2.3.3 The Appeal of Advertising Flyer Graphics:

Gestalten (1997) explores the design of flyers mostly for clubs and bars, but also for other

events and products. The purpose of this book is to appreciate how to design for small spaces, as

it can be difficult to include all the required information on a very limited space while still

conveying the image or (corporate) identity of the event organizer (in this case, the SF public

transportation system). This book is more inspirational than a method on how to make effective

flyers; nonetheless it is beneficial to see how other people have solved space issues in design.

Flyers have an impact similar to that of handbills to be distributed among tourists in a

shopping district on a Saturday afternoon; they are the fastest print medium and can fly directly

into the target group.

Nakazawa and Endo (1996) illustrate the multitude of flyer designs in Japan for a variety of

promotion purposes, including a section on travel flyers that somewhat relate to this area of

research. Unlike the German design approach of Flyer Mania (see above) which limits the flyer

designs to two-sided card designs, the Japanese approach in this book also includes a lot of

multi-folded flyer designs as well as very unusual cuts and flyer formats. There are quite a few

unexpected concepts in this book. These make it for more interesting and catchy flyers,

although they would also drive up the manufacturing costs. The Japanese flyers are sometimes a

little unsettling in their layouts because there is either too much information on the flyer, or it is

uncertain on where the viewer should look first. It reflects a different cultural sensitivity, but for


this purpose it should probably be kept simpler, as another book suggests as far as good

informational design is concerned.

2.3.4 Mass Transportation Marketing Strategy:

Lovelock, Lewin, Day. and Bateson (1987) look at public transportation from a marketing

standpoint and cover everything from planning and service design to managing the demand for

public services. But the section that was most of interest as far as this research was concerned

was the one on developing a communication program. The book explains that there are three

roles for communications: to inform, to persuade, and to remind. People cannot be expected to

use a service they do not know about; additionally, they may be unable to use a service properly

without instructions on how to use it (p 157). A communication program can be used to

accomplish three tasks: to build awareness about a service, to communicate specific information

about a service (which is the case here), or to change attitudes. The target audience must be

identified clearly and the goals of the campaign must be carefully thought through before the

communication campaign can be designed successfully. This book was great in terms of strategic

planning in order to avoid surprises down the road.


2.4 Field Investigation: Interviews and Statistical Data:

2.4.1 San Francisco Convention Visitor Bureau (SFCVB):

An interview with Mr. John Ontiveros, manager of the SFCVB, showed that a lot of people

come to the SFCVB on a daily basis to inquire about how the SF public transportation system

works and about the various means of transportation. People want to know how to use the

system, where to buy tickets, and what tickets to buy in respect to the different transportations.

They ask about what kinds of tickets they should get depending on where they are planning to

go, and depending on the length of their stay in San Francisco. Mr. Ontiveros said that

employees at the SFCVB are frequently asked about informational brochures about the public

transportation system, but seldomly about transportation agencies contact information.

The SFCVB has its own transportation guides available to the public for free, but those guides

serve a different purpose as they mainly give instructions to get to the major tourist sites. Those

guides also include the costs of the different tickets and contact information for MUNI and

BART. They are available in the five most popular foreign languages: French, German, Spanish,

Japanese and Italian.

What transpired from this interview was the need for a more specifically focused information

brochure than the many broad brochures that the SFCVB already offers its audience. It is

unnecessary to include a map of the system, or directions on how to use the system because other


brochures already fill that need. The new medium should solely concentrate on the different

ticket compatibilities with the different forms of transportation.

2.4.2 Statistical Analysis of Field Interviews Collected Data:

A survey was distributed to visitors in the touristy areas of Powell Street at the Cable Car

turnaround and Fishermans Wharf. The selection of the places for the field investigation was

important because the audience had to be unfamiliar with the public transportation system in San

Francisco. The audience does not comprise only tourists, but due to the difficulty of finding

people who just moved to the city, these areas were therefore selected on purpose in order to try

to reach mainly an audience of tourists who, by nature, are not familiar with the SF public

transportation system. People were asked if they were visiting San Francisco, in which case only

they answered the survey.

The five most popular languages for tourists in San Francisco, aside from English, being

French, German, Spanish, Japanese and Italian, an effort was made to try to reach a more

international audience. The survey was translated and then distributed to a sample of fifty (50)

people in English, French and Japanese (see appendix A for samples).

Results were as follow:

- 66% of respondents have a public transportation system in their own city/town, but 50%

of those never use it, which can account for an unfamiliarity with public transportation

systems.


- Most respondents claimed they were confidents (33%) or very confidents (33%) about

using the SF public transportation system, but it turned out that 88% did not know about

the different compatibilities/restrictions between tickets and transportations.

- Among the ten different kinds of tickets available, the most people knew about were, as

expected, tickets/transfers and cable and tickets (50%). However, it was quite surprising

that most respondents did not know about the kinds of tickets that are the most targeted to

tourists: nobody knew about Passport, and only 8% knew about CityPass. Only 16%

knew about the Weekly Pass, a useful and very cost effective option for tourists.

- When specific questions were asked about tickets/transportations compatibilities,

between 75% and 92% not surprisingly answered that they did not know the answer to

any of the questions. Those who took their chances and answered the questions mostly

got them wrong.

- Finally, 50% of respondents said that they would like to have more information about the

different kinds of tickets and their compatibilities with the system. Of those, a large

majority of 63% preferred a credit card-size flyer with the minimum amount of

information, far ahead of the 25% who would like a full detailed brochure and of the only

13% who wanted a two-sided large rectangular flyer.


2.5 Chapter Summary:

Chapter two served three purposes. First, it showed the complexity of the situation as far as

the multitude of tickets is concerned in the San Francisco public transportation system. Second, it

drew on previous information design issues, research and development protocols in order to

assess all the different options and benefit from what has been done in the past. It showed the

importance of a carefully designed visual medium in terms of choice of colors, symbols, shape,

sizes and choices of fonts, and navigation. Third, it took in consideration inputs from

professionals in the field and from the intended user target so that a solution to the problem could

be designed more efficiently with their needs and wants in mind. Based on those findings,

chapter three introduces the solution to the problem. Finally, chapter four summarizes the study

and makes final recommendations based on the solution proposed in chapter three.


CHAPTER THREE

A Two-Sided Foldable Credit Card Size Flyer

3.1 Chapter Introduction:

Chapter three reintroduces the hypothesis of the study so that the proposed solution to the

problem can be compared to it. The initial parameters of the design are also restated to make sure

that the proposed solution fits within those restrictive parameters and potentially additional ones.

In the light of the research presented in chapter two, the solution is then revealed and its

advantages explained.

3.2 Hypothesis:

A the beginning of the study, based on the review of literature and prior to the interviews of

the intended target audience and management at the San Francisco Convention Visitor Bureau, a

potential solution to the problem was to develop a print visual medium that would make the best

use of information graphics and design rules in order to quickly and efficiently convey an easily

understandable message to the target audience.


3.3 Parameters of the Design:

Considering that the medium is in the line of other public transportation informational

brochures that are distributed for free, the solution also had to free and therefore made of paper

or cardboard that could easily and rapidly be manufactured at the lowest cost to the supporting

parties. In an effort to further limit the printing costs, a limited number of colors had to be

favored, without depreciating the overall visual appeal of the medium.

Other options, like lamination, would certainly add to the appeal and durability, but as they

would also drive up the total costs, they would only be considered as a recommendation.

3.4 The Solution to the Problem: A Two-Sided Foldable Credit Card Size Flyer

3.4.1 Format:

The statistical data collected from the surveys conducted with the intended audience showed

that 63% of those who wanted to have more information about tickets compatibilities preferred a

credit card size flyer. Initial sketches, available in Appendix B, were developed with a credit card

size format in mind. The advantages of a smaller size medium are indeed threefold:

- First, it costs less to manufacture than a full size brochure because several flyers can be printed

on a single sheet of paper, whereas several sheets of papers and binding are necessary to

manufacture one brochure. Printer costs will be kept down.


- Second, it can be distributed more easily and in more places because of the little amount of

space it takes on the shelf. A small flyer can be placed not only at MUNI and BART stations

along with other brochures, at the San Francisco Convention Visitor Bureau, but also in MUNI

buses and BART trains in Take One like displays.

- Third, the main advantage of a credit card size flyer for the user is that he/she can easily place it

in his/her wallet or purse and carry it at all times without any inconvenience. People often

already have several credit cards, Ids and drivers license in their wallet. By placing the flyer

along with them, it is always easily accessible. People will be less likely to misplace it, and by

staying always in a safe location, the flyer will last and be used longer without deteriorations.

Unlike a bulky brochure, the flyer will always be there when the user actually needs it.

3.4.2 Colors, Fonts and Symbols:

Because the flyer is free, manufacturing costs are of big concern. In that respect, a limited

number of colors had to be used in order to keep the printing costs even lower. As a trade-off

between printing costs and visual appeal of the medium, it was decided to go with a four-color

flyer. Since the target audience of the flyer is internationally eclectic, the choice of colors had to

be given some thought because of the emotionally charged symbolism colors can convey for

different people from different cultures. Research from chapter two helped determine that blue,

orange and green do not have any known negative connotations.

The colors/symbols/fonts are as follow:


- the MUNI official orange color was used for the MUNI logo and some of the text (titles)

to draw attention,

- the BART official blue was used for the BART logo and gradient background. Blue is

usually thought to have a soothing or relaxing quality which is put to use in the flyer in

order to make the user feel comfortable about using the flyer and not anxious about the

amount of information in it.

- Green was used for the check marks because green is though to be equivalent of yes or

OK or go depending on the culture, but never anything negative. Although the check

mark by itself is not used everywhere in the world as it is in the US (for example,

Japanese use a circle or maru to indicate the equivalent of OK), the color green is

widely understood across the board for that purpose.

- Black was used for the text to increase contrast because of the small size of the flyer.

Black on white, although perhaps dull, is still the most legible combination. With a font

varying from 10 to 8 points, any other color was pretty much out of the question. 6-point

white and bold was used for the fine prints on the blue background because it rendered a

better contrast that black in the particular case. The choice of font is Myriad (roman,

italic, bold, and italic bold) because research done in chapter two showed that round

shaped fonts are easier to read in smaller sizes and that those types of fonts were more

efficient in information design brochures for travelers.

The final full color printed flyer is available in Appendix C.


CHAPTER FOUR

Summary, Conclusions and Recommendations of the Study

4.1 Problem Statement:

The incompatibilities between the no less than ten different kinds of tickets of the SF public

transportation system make it confusing and problematic for new users and millions of tourists

annually (15.6 millions in 2001) to easily understand that system and make the best use-for-the-

money of it.

A certain familiarity with the system is necessary in order to make the most efficient use of it,

but this only comes overtime, time that new users and tourists have not yet had.

4.2 Purpose of the Study:

The purpose of this research was to identify and develop the best prototype of a visual

medium in order to easily and quickly familiarize new users and tourists with the different kinds

of tickets available and their compatibilities within the SF public transportation system (MUNI

metro (subway) and streetcars, buses, trolleys, tramways, cable cars, BART).


4.3 Hypothesis:

At the beginning of the study, based on the review of literature and prior to the interviews of

the intended target audience and management at the San Francisco Convention Visitor Bureau, a

potential solution to the problem was to develop a print visual medium that would make the best

use of information graphics and design rules in order to quickly and efficiently convey an easily

understandable message to the target audience.

4.4 Major Findings:

One of the major findings of the study was not to confuse information with too much

information. Research done in chapter two showed that people who are given a too detailed

account of the situation tend to become overwhelmed and not get anything from the supposedly

helpful information brochure. In order to be the most efficient, information design has to be kept

to a minimum necessary amount so that users can actually feel like they are capable of

processing it.

Also, during field investigations, it appeared quite clear that people did not want a full bulky

brochure that they would probably end up not using or even throwing away a few days later.

Because of this discovered concept of selective information, it became thus possible to design

a smaller size visual medium that could meet the needs and wants of the target audience while

still accomplishing the goals set in the study.


4.5 Conclusion and Final Recommendations:

It is the hope of this study that the developed solution will bring a better understanding of the

San Francisco public transportation system as far as tickets compatibilities with the system are

concerned. It will no doubt increase the overall experience and satisfaction of the millions of

annual San Francisco visitors and also new comers who have just moved to the city and are not

yet familiar with the system.

A final recommendation would be to advise MUNI and BART to conduct directed focus

group studies to try to assess the actual efficiency of the developed flyer, by asking people to

answer questions about the public transportation system with and without the help of the

developed flyer. The limited resources and time allocated to this study made it impossible to test

the flyer in such focus groups, let alone in real life situations, but should MUNI and BART be

interested in manufacturing and distributing the flyer, further research like focus groups would

be easy to conduct provided that people are properly compensated. Also, since the flyer contains

a minimal amount of text, it could easily be translated into the five most popular foreign

languages ( ) at a minimal cost.


BIBLIOGRAPHY:

Books:

Easterby, R. and Zwaga, H. (Eds.) (1984). Information Design: The Design and Evaluation of

Signs and Printed Materials, pp 299-319. John Wiley & Sons Ltd.

Gestalten, D. (1997). Flyer Mania. Ullstein Buchwerlage GmbH & Co. KG: Berlin.

Holmes, N. (1993). The Best in Diagrammatic Graphics. B.T. Batsford Ltd: London.

Lovelock, C., Lewin, G., Day, G. and Bateson, J. (1987). Marketing Public Transit: A Strategic

Approach, pp 157-180. Praeger Publishers: New York.

Miller, A., Brown, J. and Cullen, C. (2000). Global Graphics: Symbols; Designing with Symbols

for an International Market. Rockport Publishers: Gloucester, Massachusetts.

Nakazawa, T. and Endo, K. (Eds.) (1996). Advertising Flyer Graphics. PIE Books: Tokyo,

Japan.

Wildbur, P.(1989). Information Graphics: a Survey of Typographic, Diagrammatic and


Cartographic Communication, pp. 45-76. Van Nostrand Reinhold Company: New York,

New York.

Wildbur, P. and Burke, M. (1998). Information Graphics: Innovative Solutions in Contemporary

Design, pp. 18-53. Thames and Hudson, Inc.: New York, New York.

Zwaga, H., Boersema, T. and Hoonhout, H. (Eds.)(1999). Visual Information for Everyday Use:

Design and Research Perspectives, pp. 177-193. Taylor & Francis, Inc.: Philadelphia, PA.

Websites:

American Public Transportation Association (2002). Glossary of Transit Terminology. Retrieved

on March 5, 2003 from http://www.apta.com/info/online/glossary.htm

Bay Area Census (2003). Retrieved on March 5, 2003 from http://www.bayareacensus.ca.gov/

Bay Area Rapid Transit (2003). BART Plus Tickets. Retrieved on May 3rd, 2003 from

http://www.bart.gov/tickets/types/typesPlus.asp

Golden Gate University Library (2002). Tourism and Travel Information. Retrieved on March 5,

2003 from http://internet.ggu.edu/university_library/Tourism.html.


San Francisco MUNI (2003). Fares and Sales: More Fare Info. Accessed on March 5, 2003.

http://www.sfmuni.com/fares/fareinfo.htm

San Francisco MUNI (2003). Community/Rider Info: Visitor Info. Accessed on March 5, 2003.

http://www.sfmuni.com/rider/visitors.htm

San Francisco MUNI (2003). Community/Rider Info: Rider Tips and Rules. Accessed on March

5, 2003 from http://www.sfmuni.com/rider/ridetips.htm

San Francisco Visitor Information Bureau (2003). Research. Accessed on March 5, 2003 from

http://www.sfvisitor.org/research/index.html

Sources Consulted but not Cited:

Cudahy, B. (1990). Cash, Tokens, and Transfers: A History of Urban Mass Transit in North

America. Fordham University Press: New York.

Metropolitan Transportation Commission (2003). Census 2000 Data & Reports.

http://www.mtc.ca.gov/datamart/census/dp234/Census-Transportation-Related.htm


Travel Industry Association of America (2002). Accessed on March 5, 2003 from

http://www.tia.org/travel/


APPENDIXES

Appendix A: Completed Survey Questionnaire Examples

Appendix B: Initial Sketches for Flyer Design

Appendix C: Final Design of the Flyer


Appendix A: Survey Data and Completed Survey Questionnaire Examples:

- English

- French


Question YES NO 1 2 3 4 5 1 66% 33% 2 20% 0% 10% 20% 50% 3 33% 25% 33% 8% 0% 4 16% 8% 40% 25% 8% 6 8% 8% 0% 50% 33% 7 8% 92% 8 8% 92% 11 50% 50% 12 25% 13% 63% 5 Ticket 50% Fass Pass 25% Token 0% Passport 0% Transfer 33% CityPass 8% Cable Car 50% BART Ticket 33% Weekly Pass16% BART Plus Pass 0% 9 0% 25% 75% 0% 8% 92% 0% 16% 84% 0% 33% 66% 8% 0% 92% 25% 0% 75%


San Francisco Public Transportation System Survey Name: _______________________________ Age: _______________________________ 1 Is there a public transportation system in your home town/city? ! Yes ! No 2 If yes, how often do you use it?

1 2 3 4 5 Everyday Often Sometimes Rarely Never

3 How confident do you feel about using the San Francisco public transportation system?

1 2 3 4 5 Very confident Pretty

confident Confident Not really

confident Not at all confident

4 How comfortable do you feel with all the different kinds of tickets available in the SF public transportation system?

1 2 3 4 5 Very comfortable Pretty

comfortable Comfortable Not really

comfortable Not at all

comfortable

5 Do you know any of the following tickets/passes/passports? Please check the ones you know:

! Tickets (from vending machines) ! Tokens ! Transfers (from MUNI drivers) ! Cable Car tickets (regular,

collector) ! Weekly pass

! Monthly Fast Pass (adult, senior, disabled, youth)

! Passports (1 day, 3 days, 7 days) ! CityPass (7 days: adult, youth) ! BART tickets ! BART/Plus pass

6 Those different tickets allow you to ride different transportations and have different restrictions. How confident do you feel about your knowledge of those restrictions?

1 2 3 4 5 Very confident Pretty

confident Confident Not really

confident Not at all confident

TEST YOUR KNOWLEDGE OF THE SF PUBLIC TRANSPORTATION SYSEM!

A Ticket to the City 41 7 Do you know the existence of tokens and their advantages?

! Yes ! No

8 Did you know that you can ride Cable Cars for only $1.80 instead of $2 (one token and $1)?

! Yes ! No

9 Are MUNI passes valid on BART? ! Yes ! No ! I dont know Are MUNI passports valid on BART? ! Yes ! No ! I dont know Are MUNI transfers valid on BART? ! Yes ! No ! I dont know Are BART tickets valid on MUNI? ! Yes ! No ! I dont know Is the BART Plus pass valid on MUNI? ! Yes ! No ! I dont know Can you get a transfer from BART to MUNI?

! Yes ! No ! I dont know

10 What kind of ticket(s) do you presently use? Why this choice? 11 Would you be interested in having a printed material that explains all the different kinds of tickets and their compatibilities with the different transportations of the SF public transportation system?

! Yes ! No ! I dont know

12 If yes, would you prefer to have:

! A brochure that explains it all in great details (lot of info, photos, but takes space) or

! A two-sided large rectangular flyer (some details and few photos) or

! A credit card size flyer with all the minimum necessary information? (small but easily fits in wallet or purse can be carried with you at all times)

Additional comments?


Enqute sur le Systme de Transports en Public de San Francisco Nom: _______________________________ ge: _______________________________ 1 Y a-til un systme de transports en public dans votre ville dorigine?

! Oui ! Non

2 Si oui, quelle frquence lutilisez-vous?

1 2 3 4 5 Tous les jours Souvent Quelquefois Rarement Jamais

3 tes-vous sr(e) de vous en ce qui concerne lutilisation du systme de transports en public de San Francisco?

1 2 3 4 5 Trs sr(e) de vous Assez sr(e)

de vous Sr(e) de vous Pas tres sr(e)

de vous Pas du tout

sr(e) de vous

4 Pensez-vous etre assez inform(e) sur tous les differents types de tickets du systme de transports en public de San Francisco?

1 2 3 4 5 Trs bien inform(e) Assez bien

inform(e) Inform(e) Pas tres bien

inform(e) Pas bien

inform(e) du tout

5 Connaissez-vous les tickets/passes/passeports ci-dessous? Cochez ceux que vous connaissez:

! Tickets (vendeurs automatiques) ! Jetons ! Transfers (chauffeurs MUNI) ! Tickets de Cable Cars

(normaux, collections) ! Passes hebdomadaires

! Passes mensuels: Fast Pass (adultes, personnes ages, handicaps, jeunes)

! Passeports (1 jour, 3 jours, 7 jours) ! CityPass (7 jours: adultes, jeunes) ! Tickets de BART ! Passes BART/Plus

6 Les tickets ci-dessus vous permettent de prendre differents moyens de transport et ont des restrictions diffrentes. Etes-vous au courant de toutes ces restrictions?

1 2 3 4 5 Trs au courant Assez au

courant Au courant Pas tres au

courant Pas au courant

du tout

A Ticket to the City 43 TESTEZ VOTRE CONNAISSANCE DU SYSTEME DE TRANSPORTS EN PUBLIC! 7 Connaissez-vous lexistence des jetons et leurs avantages?

! Oui ! Non

8 Saviez-vous que vous pouvez prendre les Cable Cars pour seulement $1.80 au lieu de $2 (un jeton et $1)?

! Oui ! Non

9 Est-ce que les passes MUNI sont valides sur le BART?

! Oui ! Non ! Ne sais pas

Est-ce que les passeports MUNI sont valides sur le BART?


Est-ce que les transfers MUNI sont valides sur le BART?


Est-ce que les tickets de BART sont valides sur le MUNI?


Est-ce que le passe BART Plus est valide sur le MUNI?


Est-ce que vous pouvez obtenir un transfer pour le MUNI dans le BART?


10 Quel genre de ticket(s) utilisez-vous en ce moment? Pourquoi? 11 Seriez-vous interess(e) par plus dinformation sur tous les diffrents types de tickets et leurs compatibilits avec les diffrents moyens de transport dans SF?

! Oui ! Non ! Peu importe

12 Si oui, prfreriez-vous:

! Une brochure explicative en grand dtails (pleins de renseignements, mais prend de la place)

ou ! Un grand dpliant en papier (niveau moyen de renseignements)

ou ! Une carte dinformation, format carte de crdit avec tous les renseignements minimum

ncessaires (facilement range dans le portefeuille)

A Ticket to the City 44 Commentaires supplmentaires?


Appendix B: Initial Sketches for Flyer Design


Appendix C: Final Design of the Flyer

a ticket to the city

Documents