2020 turned the transport sector on its head. Since the outbreak of the COVID-19 pandemic, cities across the world have enforced restrictions on public transport in order to limit transmission of the virus and ensure public safety. As a result, the public transport sector has been severely impacted. The decisions people have had to make regarding their transportation requirements changed drastically overnight, impacting everyday commutes all over the world.
Now more than ever, people are worried and anxious about being in crowded areas and the impact on public transport has been phenomenal. Whilst we still have a long way to go, the situation has made us look more closely at certain aspects of transportation, to see where improvements can be made during this time.
Serco’s user-centred design company, ExperienceLab, conducted research to explore the various requirements of people’s transportation journeys in the UAE during COVID-19, and their change in behaviour due to the pandemic.
Research findings:
The key findings showed that many people remain nervous and are hesitant to use public transport whilst the pandemic is ongoing. They are also resorting to digital touchpoints to reduce physical contact where possible, such as topping up travel cards via contactless payments versus going to a ticket counter. Furthermore, many people still have concerns for their personal safety due to the behaviour of other people who are not adhering to the rules around physical distancing and mask-wearing.
Just one uncomfortable experience where passengers don’t feel safe could lead them to stop using public transportation altogether. However, 26% of respondents said that having an authority figure or entity enforcing physical distancing and mask wearing on other passengers, would make them feel safer.
Overall, this has had a huge impact on passengers’ perception of personal safety and ability to keep physical distancing. What can we do to keep the economy going and encourage people to take public transport again?
The way forward and key considerations
When we think about the future of transport, policy makers and governments need to work hand-in-hand with the private sector to make passengers feel safe. There needs to be transparency of measures that are being implemented and clear communications at every stage, so that people are informed about what is happening and also reassured in these uncertain times. For example, this can be implemented by ensuring websites and social platforms are updated regularly with accurate information around Covid-19 prevention measures, having clear signage on protocols and social distancing parameters on transport carriers and lastly providing regular station / airport announcements.
Some of the key considerations include:
In a bid to win back the public’s trust, transport providers need to ensure that the customer experience being provided to passengers is the best in class. Striking the right balance of information is also crucial, because too much information can overwhelm passengers and too little can lead to them being underprepared.
The passenger experience for long-awaited events like Expo 2020 will probably be very different from what we initially imagined it to look like. With the UAE also welcoming many travellers and holiday makers into the country, the transportation sector needs to pay close attention and adapt to the requirements of the passenger. Tapping into customer specific research and collaborating with the right experts, can help organisations and governments truly understand the needs of their passengers.