Since its inception, the Metropolitan Transportation Commission (MTC) has been dedicated to improving transit accessibility across the Bay Area. Their Regional Mapping and Wayfinding Project aims to improve transit ridership in the Bay Area by making wayfinding materials (maps, signs, screens, etc.) more consistent and easy to identify. The complex process of designing new regional wayfinding standards is being led by MTC, with the partnership of transit riders, Bay Area cities and counties, and all 27 Bay Area transit agencies.
In late 2024, Civic Edge Consulting and D&A Communications (D&A) joined Applied Information Group (AIG) to lead groundbreaking outreach in support of evaluating pilot wayfinding signage at El Cerrito Del Norte and the Santa Rosa Transit Mall.
Historically, transit signage in the Bay Area has been inconsistent and inaccessible, particularly for individuals with visual, mobility, and cognitive disabilities, as well as those facing language barriers. Our goal was to develop a holistic evaluation strategy that would prioritize feedback from key demographics on signage accessibility.
In collaboration with MTC, AIG, and D&A, the Civic Edge team thoughtfully designed an intercept survey administered in multiple languages at both sites. We also worked closely with D&A to conduct “test journeys” with recruited community members - some with Limited English Proficiency and others with visual, cognitive, and mobility impairments - to provide deeper feedback on pilot wayfinding signage. Our team also supported an online survey to accompany this in-person outreach.
Both the intercept outreach and test journey efforts were highly successful and mark one of the largest in-person evaluations of pilot wayfinding signage in the country. Our intercept outreach efforts successfully connected with individuals who have historically been difficult to reach. This included:
Racial/Ethnic Minority Groups
Physically Impaired/In-Language Groups
Understanding the gap between city agencies and underrepresented voices enriches our collective knowledge by highlighting unique experiences and challenges, ultimately leading to more equitable and innovative solutions for signage and transportation throughout the Bay Area.