Increasing student ridership

The Rochester Genesee Regional Transportation Authority (RGRTA) wanted to increase university student ridership on its buses. The chemical engineering department at University of Rochester wanted to make their Solar Hybrid Electric Buses (SHEB) more attractive to university students. Working collaboratively with cultural anthropology students, our interdisciplinary group set out to increase student ridership on RGRTA and design SHEB’s interior to best meet the needs of university students.  

Exploring students’ transportation experiences

Using ethnographic methods, bus riders, RGRTA employees and university students engaged in dialogue that unpacked the meanings of transportation, privacy, sociality, convenience, and sustainability, as well as explored perspectives on RGRTA, SHEB, cars, buses, and public transportation.

Building a better bus system for university students 

The symbolism and meaning surrounding transportation systems were used to frame the RGRTA and SHEB value systems; moving focus away from beliefs of individuality and convenience and towards concepts of community and sustainability. A revamped marketing plan was designed to get students off university property and out exploring the city and suburbs of Rochester. Initiatives to better accommodate student needs led to the creation of new bus lines, special student pricing, and promotional events and trips. Strategic design guidelines for SHEB interiors addressed student needs for privacy and sociality and were used in the next phase of prototyping.