Excerpt from the Station Experience Design Guidelines summarizing seven zones of the customer journey and typical user needs within each zone.
Station Experience Design Guidelines
BART developed the Station Experience Design Guidelines (SEDG) in 2017 to clearly articulate and visualize a vision for improving the customer experience at stations, and to guide ongoing and future station modernization projects.
BART Station Experience Design Guidelines (2017)
The SEDG is a central resource for BART staff, contractors, and customers to increase understanding of good design and how it can be used to improve the experience of riding public transit.
BART’s Design Vision:
“BART stations will provide an excellent customer experience through high quality, unified design that reflects a world-class transportation system.
Station design will enable regular, infrequent, and new BART customers of all backgrounds and abilities to easily access and navigate through the BART system and connecting mobility services to reach their destination. Consistent and high quality design at stations shall contribute to a strong systemwide identity—increasing ridership, customer satisfaction, and BART’s brand value—while optimizing system safety, operational efficiency, and revenue generation.”
Excerpt from Guidelines indicating “before and after” visualizations of successful application of guidelines to various station zones (entrance/exit, ticketing/fare gates, and vertical circulation) for the three sample stations studied. Simple rearrangement of amenities based on user needs and introduction of a select number of consistent well-designed new elements can have a significant impact on the overall quality of the station environment while expanding revenue-generation opportunities.