Penn Station Project Experience Brief 3/28/06

1. Penn Station Project Experience Brief 3/28/06 We chose New York’s Pennsylvania Station as an overall community for our study. After examining a number of behavioral segments using observation, intercept interviews and talk-aloud protocols, we have decided to concentrate on wayfinding as the biggest challenge for travelers using the station. Here we present several concepts for new solutions that could improve navigation within the station. Myra Einstein Rob Faludi Arly Ross David Yates

2. Penn Station Project: The Pennsylvania Station Community • Pennsylvania Station is part of a larger complex that includes various office buildings and Madison Square Garden.The station is an underground hub for New Jersey Transit rail, the Long Island Railroad, New York City Subway and Amtrak. Penn Station serves passengers traveling within New York City, to various points in the tri-state metropolitan area, international airports and rail to the U.S. and Canada. • Penn Station consists of three underground levels. It’s a very disjointed and confusing building with no obvious directional cues. Certain areas are almost empty while others are badly overcrowded. There is no major central open space, and plenty of twisty passages, all alike. • Approximately 1.4 million people use Penn Station every day. A wide variety of people use the station and are involved in a variety of activities: • Finding the way to various locations and services inside the station. • Selecting and purchasing tickets, possibly for the entire passenger journey. • The majority of Penn Station customers were holding a beverage and or food item, many of which had been purchased inside the station. • Standing, sitting, lying down, reading, watching signs, listening to music, talking to companions. • Leaving the station either by one of the trackways, or one of the street exits. • Hundreds of people work inside Penn Station including transit employees, vendors, police agencies, maintenance personnel and students doing research. Approximately 1.4 million people use Penn Station every day.

3. Penn Station Project : Research Goals 1. To identify fundamental usage patterns of Penn Station. 2. Engage in interviews with users in order to expand our understanding of their thoughts and actions while engaging in those usage patterns. 3. Create segmentation models and user personas. 4. Choose model and personas of greatest interest and opportunity. 5. Identify key opportunities and develop concepts for new applications and services that will enrich and extend the community of Penn Station users.

4. Penn Station Project : Research Methodology 1. Observational Research On our first trip to Penn Station we visited all major areas of the station including track areas for Long Island Railroad, Amtrak and NJ Transit. In the process we took many photos, made a couple of brief videos, and recorded initial observations about the station itself and about the behavior of people inside it. On this first visit, we did not speak to any users--we simply observed, took some photos/videos, and discussed it all amongst ourselves. Locations: Long Island Railroad area New Jersey Transit area Amtrak area Connecting passageways Shopping areas Gateways to other forms of transportation--taxis, subway, buses • 2. User Intercept Interviews: • We interviewed 20 travelers inside Penn Station on a weekend afternoon in March 2006. Our goal was to capture two different segments of the Penn Station customer base. We split our group of four into pairs to intercept passengers for interviews. After introducing ourselves and our project, we asked open-ended questions to probe their responses to the station, signage, kiosks and the travel experience. Some of the highlights are listed below. • User Intercept Interviews - Amtrak area • # of interviews - 4 • Locations - Amtrak area • Arly and David spent time in the Amtrak area speaking both with passengers who were waiting for a train and who had recently arrived by train. • Stephen (30’s) and Ginger (40’s) • - Married, In town for weekend from Washington D.C. • - Had visited Penn Station before and so were somewhat familiar with the station. • Didn’t like signage, liked big departure board, felt secure, wanted better access to info about station • Susan (50’s) • From NYC going to visit friend in Albany • - Familiar with Penn Station • Thought signage should be improved • Chuck (40’s) and Holly (11) • - Visiting for weekend from Maryland • Must be in particular location to see departure board • Generally non-hospitable atmosphere, signage difficult to find and see, doesn’t like not knowing which track train will be on • Maik (20’s) • Foreign exchange student from South Dakota, Just arrived, visiting friend in NYC • - No cell phone and no central meeting point in station--just hoping friend finds him User Intercept Interviews - NJ Transit area # of interviews - 7 Locations - NJ Transit area Rob and Myra spent time in the NJ Transit area speaking with users of the automated ticket kiosks. Jim (30’s) and Jane (30’s) Destination: Trenton Origin: Trenton - uses kiosk because it’s easier - never uses the ticket window - regular user, no problems with kiosk or with station in general Brenda (20’s) Destination: Asbury Park Origin: Boston - In the past was frequent user of ticket kiosk - thinks it’s the only option for buying a ticket - transferring from Amtrak to NJ Transit and must purchase separate ticket - had no problem with wayfinding Charles (20’s) Destination: New Brunswick Origin: Queens - doesn’t know the NJ transit train schedule. Just arrived and looked at little screen to find out, missed train and must wait an hour for next one - doesn't like not knowing which platform train and then rushing to get a seat 10 min before train leaves - pressed cancel button instead of continue a few times by accident and had to start over in middle of transaction - hasn't memorized the station codes yet, still has to look them up Pam (40’s) and Courtney (teens) Destination: Marleton Origin: NJ Teen: - bought one way before, now buying one way back to NJ - found ticket kiosks by following signs - usually buy from kiosk, thinks it's the only way - bought one way each way, because round trip only for off peak and not for peak “Not only was it hard to find train platforms but it was hard to find other people. There’s no central meeting place.”

5. Penn Station Project : Other Research Activities Test #1: Two people find each other, no communication Laura’s thoughts/strategy/actions - go to one place and wait - don't know how big the space is, need to find map get bearings and relative location within space - find good place to wait - asked for and received directions to info booth - made mental map - wants to get map. also, info booth seems like good place to wait - didn't realize there were so many levels - info booth says no maps for security reasons - no map, looking for central area to see people and be seen James’ thoughts/strategy/actions - walks West into the station - approaches Amtrak Information booth and requests a map - looks over the map: "I'm seeking the broadest area with the best view of an intersection" - heads up a nearby staircase to a balcony that overlooks the (rather small) entrance area - he thinks that Laura will walk around a lot, so he's going to stay put and watch for her - this strategy immediately pays off, he spots her crossing the entrance area (where she was seeking a map so as to use the same strategy, as it turns out) • Test #2: One person tells other current location and provides directions • Laura’s thoughts/strategy/actions • - tells James via phone: "I'm down a level from the police station. You'll see GNC, Rose Pizza, European Cafe and Soup Man. Find the police station, go downstairs, go straight and turn right. There's an LIRR departures screen" (there are probably 40 of these screens all over the station so this is not a location-specific feature) • - stands in the middle of the aisle to be conspicuous, and for best visibility. • - notices that she's near Tracks 20 and 21, so she calls James again. This time she asks where he is (he's at Madison Sq. Garden entrance). • - does he see signs for the LIRR? • - Laura can't give directions from where James is, because she • doesn't know how to get here from there. • - Laura mainly looks for James in the direction that she had arrived. (her mental model of his arrival is a copy of what happened to her) • "I'm assuming that since I know where I am, he'll know too...even though I know that doesn't make sense.” • James’ thoughts/strategy/actions • - looking for point of reference from Laura's instructions (LIRR signs) • - looking for tracks 20/21, “Carlton Cards” • - realizes there are multiple signs for tracks 20/21 and more than one “Carlton Cards” • - important or urgency of timing not clearly communicated • - didn't know other person's location in relation to their own position even after it was told to them. • Test #3: Find specific place/item and track within in 10 minutes • James’ thoughts/strategy/actions • heads North along shop corridor, looking for Penn Sushi • - find person to tell him where Penn sushi is • - turns around at the end of the corridor and heads back the way he came • - switches to looking for Track 5 because he feels that he's running out of time • - goes toward signs for Track 13-19 because that seems to be the right direction • - asks One Penn Plaza Security where Track 5 is, and gets an indication that it's back the way we came • - passes police booth without asking again, even though it's not yet clear we're going the right way • - arrives at a dead end by the Maya Lin clock again. Then spots an additional corridor to the East • - follows this corridor to a passageway that leads to a different part of the station and Track 5 • States that he used a process of elimination to find it.

6. Penn Station Project : Research Artifacts

7. Penn Station Project : Behavioral Segmentation 1. Primary Segment: Meet-ups This segment is made up of groups of people trying to find one another. Whether it’s one person from the city meeting an out of town visitor, two city dwellers meeting up, or two people coming from out of town, finding one another can be difficult. With no central meeting area or distinguishable landmarks, it’s hard to describe your location to the person you’re meeting. Often using cell phones to coordinate locations, as the two parties wander around until they finally find each other. Lost, confused, and anxious Wandering and wondering 2. Secondary Segment: Seekers Seekers use Penn Station to kill time, looking for food or shopping. With no maps of shops or restaurants, this group is forced to wander around, hoping to find what they are looking for. Generally, this segment has limited disposable time. Hurried and harried Desperately seeking something Late and getting later Needs a menu of services and locations 3. Tangential Segment: Commuters Commuters are probably the most frequent users of Penn Station, passing through twice a day, five days a week. Because of their frequent use, this segment has no trouble with wayfinding. They know the quickest routes to their method of transportation, but would probably have trouble navigating other areas of the station. Rote and mundane Forgettable No problems

8. Penn Station Project : Persona #1 (Meet-up Mike) Goals & Motivations Mike has come to Penn Station to meet his college friend John who is arriving on Amtrak from D.C. They did not pick a place to meet, and unfortunately, John’s cell phone battery is dead. Mike does not know exactly which train John is on, only that it arrives around 6 p.m. Goal #1 Find the friend he is supposed to meet. Goal #2 Find his friend as quickly as possible to prevent him from becoming lost in New York. Goal #3 Locate information about Amtrak train arrivals. Behavioral Characteristics Mike enters the station and needs to locate Amtrak information. Because he’s early, he finds a place to sit and uses his laptop to search for train arrival information. However he can’t get online so he uses the signs to navigate toward Amtrak, getting lost several times along the way. Once there, he checks the big board for trains from Washington, but there are no track numbers and he doesn’t know what line his friend will use. In fact, it’s possible that his friend has already arrived. He notices another waiting area and checks around there to no avail. It’s getting late, and he begins to worry that he won’t find his friend. Therefore he goes to the entrance area and stands on an elevated staircase to survey the space as best he can. Design Implications No clear landmarks in the station, no single centralized meeting areas, no visual paging system Implication #1 Technological solutions would be appropriate, given the tech sophistication of this user. Implication #2 Wayfinding without cell phone communication is very important. Implication #3 Solutions need to take user device failure into account. Implication #4 Many users need help with navigation through the complex, multi-level station. • 27 years old • Copywriter • Single • New York City resident • B.A. in Business from U.V.A. •  Carries a smart phone with camera Treo 650 • Uses a G5 at home and work, email, IM, Skype, NY Times, blogs, Gizmodo • Enjoys independent films on DVD from a boutique rental shop. Video games only occasionally. Upscale ethnic dining. In Penn Station, Mike was unable to identify an appropriate central meeting point or area in which to be seen by his friend.

9. Penn Station Project: Persona #2 (Time Kill Jill) Goals & Motivations Came to Penn Station to kill time on her lunch break. Has about an hour, maybe more (because she’s currently dating her boss). Find a gift for her mother (who she calls weekly) and grab a healthy and filling lunch--sushi if possible. Goal #1 Locate stores where she can find a nice, inexpensive gift for her mother. Goal #2 Find a healthy lunch--especially sushi Goal #3 People-watching to kill time. A little flirting. Behavioral Characteristics Wanders in through the Madison Square Garden entrance. Stops in at “Tie-coon” to browse for boyfriend. Walks down a line of shops to search for a good mom-gift, but doesn’t find anything appropriate. Seeks a map so that she can find other stores, but no maps are helpful. Walks down some corridors looking for another retail area. Gets lost and ends up back where she started. Leaves the station, exasperated, even though “Penn Sushi” was just around the corner. Grabs a fast lunch on the street and postpones looking for her mother’s gift. Design Implications Implication #1 Technological solutions would be appropriate, but need to be simple, intuitive, and quickly/easily learned Implication #2 Wayfinding around products/services is important. Implication #3 Solutions need to take user device failure or device unfamiliarity into account. Implication #4 Many users need help with navigation through the complex, multi-level station. • 26 years old • Go-fer for a midtown Law Firm • Single, no kids • Westchester resident • High school diploma • Carries a blinged-out basic cell phone from Cingular and iPod Mini • Uses Gmail, Flickr (party pix) and MySpace (dating) • Watches Movies-on-Demand Jill arrives in the station ready to spend money but leaves without finding what she wanted in the time frame she had.

10. Penn Station Project: Persona #3 (Outta-town Tim) Goals & Motivations Arrives in Penn Station with wife and 2 restless children with luggage in tow. Oldest child needs to find a bathroom. All of them are hungry, so Tim wants to find out what the dining options in Penn Station are. Then they need to find taxi transportation to the hotel. Goal #1 Find a restroom Goal #2 Find dining options. Goal #3 Find taxi stand in a timely fashion Behavioral Characteristics He comes out of the elevator to the main level of Amtrak. Looks around for signs indicating the location of a restroom. Finds the restrooms. Then tries to find out where to get information about the dining options. Initially looks for a Penn Station map detailing all the locations of the various products and services. Failing to find that, he looks for an information booth. After some wandering, he finds the information booth, talks to the person in the booth, and gets the information he was looking for and decides against eating in Penn Station. Then he tries to find the taxi stand by walking around a little bit and looking for signs, but can find none. Then he returns to the information booth, gets directions to the taxi stand and eventually finds where it is. Design Implications Problems around information: wayfinding, tourist information. Track rush is undesirable. Implication #1 Clear and easy-to-find signage Implication #2 Consolidation of information sources into one location Implication #3 Personalized information • 45 years old • Project Manager • Married, 2 kids (9 & 12) • Suburban D.C. • M.A. degree • Carries a Blackberry and cell phone • Uses Windows PC at both home/work • Blockbuster, books travel online, gets news/sports/stock info online “Having just arrived in New York after a 3 1/2 hour trip with my family, it would be nice if we could easily find a few things here in the station before we head out into the city.”

11. Penn Station Project: Findings 1. Signage is inadequate and confusing in a large majority of the station (NJ Transit area may be an exception). 2. It’s difficult to find products, services, and tracks in the station as well as other modes of transportation such as taxis, buses and subway. 3. There are few, if any, landmarks. Therefore it’s difficult to know where you are in the station in relation to other parts of the station. 4. Wayfinding is difficult, even for some experienced users of Penn Station.

12. Penn Station Project: Hypotheses “I don’t know where I am and I just hope my friend can find me.” - customer meeting Amtrak passenger Hypothesis #1: Better Information Improvements to wayfinding systems would help customers find a variety of things in Penn Station. The optimal solution would indicate products, services, track locations, other modes of transportation, station layout and the customer’s current location within station. Hypothesis #2: Ubiquitous Interfaces A system of zones and landmarks could indicate the customer’s relative location in the station and help users get to where they want to go quickly and easily. This system should be available to customers who do not speak English, and who do not carry any electronic products with them, while still being extensible to provide extra information to the considerable number of customers with access to personal technology. Hypothesis #3: Electronic Wayfinding A comprehensive electronic wayfinding system could work with widely available station customer equipment, to take advantage of the computing and interface power already present in customer’s pockets and purses. This system could augment, rather than replace traditional wayfinding artifacts like static signs and visual landmarks. “Which way is north? Oh, I haven’t the slightest idea. No clue.” - every person we interviewed “There are no maps of Penn Station for security reasons.” - police officer manning the Penn Station information center “Here’s two free station maps.” - Amtrak information agent, directly facing police officer

13. Penn Station Project : Service Concepts Hook Up / Online and Cell phone Social Coordination Hook-Up is an application and service that allows people to physically find each other. Using a web-based application that is accessible via both PC and mobile device, and a set of markers in physical space, users may check in to the system to tell their friends where they are and to see where their friends are. Hook-ups employs a numbered grid structure and landmarks to give Mapquest-like step-by-step instructions to the location of others who have checked into the system. Mobile Mapping / Easily downloads to your mobile phone Grassroots app / No need to change any infrastructure Simple Usage / Familiar interface so no need to learn new things. Bluetooth Enabled Signs At kiosks around the station, users would place their phone in a basket to register their Bluetooth ID with the dynamic signage. They would then enter their desired destinations. When they walk through the station, signs would be able to read the Bluetooth ID of their phone and give them directions to their desired information. Personalized Signage Location tracking without GPS Pied Piper Robot In the station, there would be several ‘robots’ that would simply go from the entrances to various destinations and back to the entrances. Each robot would have a sign indicating which destination it was going to. Users could then find the robot that was going their desired destination and follow it. Visitors guided through station Multiple locations supported

14. Hook Up : Inspiration This is a combination of 4 different systems: Location A numbering system that is like the mile markers that you would find on the highways for truck drivers and policemen to track where they are. Mapping Mapquest-like interface on the Internet to give step by step instructions to reach your destination. Wireless A mobile device enabled application goes with the user as they travel. Grid 3-D grid system to account for different floors in Penn Station.

15. Hook Up : Sketch Benefits and Features: 1. Grid system Provides a starting point and ending point for accurate step-by-step directions. 2. Portable design As well as checking online locations you can also look on an app on your phone. 3. Real time updating Enter a grid number to recalibrate your position 4. Internet connected If your phone dies or you don’t have one, you can go to any terminal at Penn Station to update your location and pinpoint friends

16. Hook Up : User Scenario 9:00 Mike Running for the train to meet his friend Mike is from NY. His old college buddy is coming into town. He needs to meet him, but has not specified where since his friend John does not know his way around Penn Station. 11:00 Mike looking at the landmarks to see if he sees a grid marker Mike does not worry, because he is a member of “Hook Up”; the social software app that works on his cell phone. John is also a member. He finds his grid marker and enters it into the phone. 1:00 John is on the train, not at the station yet. John has not arrived yet, but he already knows Mike’s location through “Hook Up” which he can see on the phone. 5:00 John gets off the train and sees his marker to plug in John gets off the train and right away he sees a marker. He plugs in the number and enters his location. 7:00 Mike by now has also found his marker so he knows where John is. He goes toward John’s track Mike sees that John is here. He gets step by step instructions to follow on his phone to get to John’s location. 11:00 PM Mike and John are reunited!!!

17. Bluetooth Enabled Signs : Inspiration Many systems are available to track objects throughout a space. RFID, bar codes and biometric systems have received a lot of attention both from technologists and the press. These systems can be paired with dynamic signs that provide context-sensitive guidance. Using the cell phone to track users The cell phone can be used to track when users are close to the signs. Mobile devices can provide a dynamic and location-sensitive one-to-one communication medium. Signs where messages can change Electronic signs can be changed with computers. Electronic signage has long been used as a dynamic broadcast medium in large high-traffic areas.

18. Bluetooth Enabled Signs : Sketch Reactive signs offer a number of important advantages: 1. Sign content customized for nearby users The signs will only show the directions associated with Bluetooth cell phones that are currently in the immediate vicinity. Signs can point the way to any product, service, or train platform number. 2. Directions in environment Users don’t have to keep looking at their cell phones for directions, rather they can keep their heads up and obtain the directions from the environment around them. 3. Enhanced information User can input their travel destination and when track is announced, directions to that track will appear.

19. Bluetooth Enabled Signs : User Scenario Register Phone with System Betty walks up to akiosk at the station entrance and places her cell phone on a semi-enclosed shelf (this reads in the Bluetooth ID). After a beep, she puts her phone back in her pocket. Enter Destination and other Interests Betty selects her destination, and other points of interest. For example, today she put in "Penn Sushi" and ”Hicksville, Long Island". Initial Direction Given at Kiosk The kiosk displays an arrow that shows either left or right. Betty begins walking in that direction. Personalized Overhead Signs About 50 feet away, an overhead sign shows " PENN SUSHI --> " and “HICKSVILLE - TRACK 5 -->”. Betty follows the arrow. Directions Change After walking another 100 feet a different sign shows " <-- TRACK 5 | PENN SUSHI --> ". Betty can either continue to the sushi joint, or if she’s changed her mind--maybe she’s late--then she can head toward the track. System Cleared of User’s Destinations An hour or two later, the system forgets about Betty’s Bluetooth ID and erases any information about her movements.

20. Pied Piper Robot : Inspiration One of the primary strategies for navigating new spaces is to employ the services of a guide. The guide shows the route, while providing useful information along the way. Robots are tireless helpers, and can provide a compelling, embodied interface. Pied piper leading the way Just like the Pied Piper is able to have humans and animals follow him when he plays his flute, users would follow the robots to the destination of their choice. Camp counselors Camp counselors will often break up their groups of children into groups and hold signs indicating which group they represent. The children must then find the counselor which designates their group and they must follow them throughout their trip. Robots By using robots to go back and forth on predetermined routes, people are not needed to act as the leaders for users to follow.

21. Pied Piper Robot : Sketch Robotic helpers address wayfinding by providing something familiar--a guide: 1. Shows unfamiliar users the way Users who are unfamiliar with Penn Station can simply find the robot going to their destination and follow it. 2. Many destinations leading from same entrance At a specific entrance, multiple robots will go to different destinations. 3. Show ways in and out of Penn Station The robots can show the ways into specific areas of Penn Station, and when they reach there, change the destination and show people the way out.

22. Pied Piper Robot : User Scenario On First Entering Mike’s friend John just arrived from Boston in Penn Station. Mike told him to meet him by the taxi stand, but he has no idea where that is. Stands in Wonder John looks around for a while, he seems to be in the middle of a large circle and is looking for signs to indicate which way to go. Robot Enters Just then, John hears a beeping sound and turns around to see a few robots with signs traveling in different directions. One of the robots has a sign that says “8th Ave and 34th St Exit” and the other says “7th Ave Exit (Taxi Stand)” on it. Following Robot John decided to follow the robot with the sign “7th Ave Exit”. It makes a few turns, but the robot is going at a slow enough speed that John can keep up with it. Destination Reached The robot is approaching an escalator to the outside. John wonders if this could be the proper exit. When the robot reaches the foot of the escalator it flashes “Destination Reached” a few times, then it’s sign changes to “Amtrak”, waits a few moments and then is off again in the direction it just came from. Meeting Friend John goes up the escalator, where at the top he sees his friend Mike. Mike says, “I was starting to get worried about you, did you have any trouble?” John replies, “It was a cinch, thanks to the Pied Piper Robot system in there”.