Putting the Eye in Transit: The Research Behind SEPTA’s New Wayfinding System | DesignPhiladelphia

Putting the Eye in Transit: The Research Behind SEPTA’s New Wayfinding System

Putting the Eye in Transit: The Research Behind SEPTA’s New Wayfinding System

Wednesday, October 13, 2021
6:00 PM - 7:00 PM

University of Pennsylvania Stuart Weitzman School of Design
Meyerson Hall Upper Gallery
210 South 34th Street
Philadelphia, 19104

FREE
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Presented By

Architecture
Graphic and Digital Design
Urban Planning

Photo courtesy SEPTA



With support from Penn’s Center for Safe Mobility, the Southeastern Pennsylvania Transportation Authority (SEPTA) is redesigning the signage for its “Rail Transit” (or “Metro”) network, which includes the Market-Frankford Line, Broad Street Line, Norristown High Speed Line, and Trolleys. The goal of the project is to make SEPTA accessible for all users, regardless of ability, language, or level of familiarity. The “SEPTA Metro” recommendations were based on 18 months of research and public outreach, which the Weitzman School of Design supported. To gain valuable insight into how different users navigate the SEPTA system, Penn researchers shadowed volunteers wearing Tobii Pro eye-tracker glasses, which record what they are looking at and for how long, as they navigated different stations of SEPTA’s Market-Frankford Line, and then mapped the volunteer’s movements. Volunteers included a diverse range of participants, including brand new users, lifetime SEPTA customers, non-English speakers, and people with disabilities. In this panel discussion, presented by the Weitzman School of Design at Penn as part of DesignPhiladelphia, Megan Ryerson and Camille Boggan from Penn’s Center for Safe Mobility, are joined by SEPTA’s Lex Powers, who is directing the wayfinding redesign, and Leslie Richards, SEPTA’s General Manager/Chief Executive Officer, to talk about the project.