Phase II: Rider Personas
Phase II is comprised of development of four transit rider personas to provide transit agencies with a useful touchpoint for understanding the identities and needs of customers of public transit systems in the United States. Transit agencies can use these personas to identify target markets for efforts at acquiring new users or increasing transit use by existing transit users.
Phase II deliverables include documents individually explaining each persona, a journey map describing a trip on transit taken by each persona, and a final report explaining the persona development process.
Who are the personas?
A) Transit System Navigator: an individual who relies on public transportation for their daily activities. They may not have access to a personal vehicle or may be unable to and/or choose not to drive. Transit System Navigators are experts in navigating the public transportation system and use it for a variety of purposes, including commuting to work, running errands, and socializing.
B) Versatile Traveler: a person whose transportation preference is flexible and adaptable and who utilizes a variety of transportation modes based on their specific needs and preferences. They may use public transit for some trips, cycling or walking for others, and ride-hailing services or car rentals for occasional trips. Versatile Travelers value convenience and efficiency, and they are always looking for the best way to get around.
C) Event-Driven Explorer: a person who primarily uses public transportation for events and destinations where it is more convenient or efficient than driving, such as a regular commute, sporting events, concerts, festivals, or destinations with limited parking and adequate public transit access. This persona uses public transit for one specific type of destination but does not typically consider transit for other destinations or trip types.
D) Transit Sympathizer: a user who rarely, if ever, uses public transportation. They may support public transit in principle, but they prefer to use a car for their transportation needs. Transit Sympathizers may use public transit for specific occasions, such as business trips or journeys to airports, but they do not see it as a viable option for their commute or leisure activities.
What can they help us understand?
Personas give transit agencies insight into who rides their systems and who could become riders in the future. Transit agencies can take various actions to attract or assist certain ridership profiles, and deeper knowledge of rider clientele can help agencies better calibrate their efforts to reach certain types of riders. These possible actions are explored in detail in NTAS Phase IV.
Phase II Final FTA Report
As of September 2024, the NTAS Phase II deliverables are being reviewed by the FTA. Once the review and publication process is complete, the NTAS Phase II Deliverables will be posted to this website.