Using Pictograms to Make Transit Easier to Navigate for Customers with Communication Barriers (2013)

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TCRP A-33A Final Report 93 APPENDIX F RESEARCH PROBLEM STATEMENT FOR FUTURE STUDY I. PROBLEM TITLE Visual Communication Tools to Reach Transit Customers with Voluntary and Involuntary Communication Barriers II. RESEARCH PROBLEM STATEMENT Frequent riders can make navigating the public transit system seem simple during routine times, but some travel occurrences – especially emergencies – can bewilder all populations using a transportation system. In emergencies – no-notice or short-notice events – every aspect of communication becomes more difficult. Studies of human brain response show that no one in an emergency has full capacity to receive information, apply reasoning, and make and act on sound decisions. Critical information must be far more concise and compelling than in normal circumstances. For especially vulnerable audiences, information must be able to leap communication barriers that include lack of language proficiency, physical or mental disabilities, age (very old or very young), and specific cultural orientations or other limiting factors. This was the premise for TCRP A-33A, which focused especially on populations with functional needs, cultural behaviors, or language barriers. However, that study revealed that communication barriers are far more widespread than the involuntary barriers (language, age, disability) the research team expected. Instead, voluntary barriers – related in large part to passengers’ use of digital listening devices – present the biggest challenges to alerting and directing passengers in emergency situations, or in ordinary but non-routine service interruptions. Although TCRP A-33A began as a study of emergencies, it became clear in the research that ordinary but non-routine situations, such as route interruptions or delays, can also require direct communication with passengers who may not be “tuned into” the public airspace of the bus or train, as well as passengers who have language or other limiting communication barriers. Bus drivers and transit representatives that participated in A-33A research suggested that pictograms used for emergencies could also be extremely useful in communicating with customers in ways that would make the transit experience more orderly, more understandable and safer for everyone. TCRP A-33A began with the assumption that communicating with people who have functional communication needs is regarded increasingly in transportation as every agency’s concern, but, as yet, no entity’s responsibility. The concept was that a particular set of tools – pictograms – could make a substantial contribution to effective communication with all populations in emergencies, and especially with people who have functional communication needs. Pictograms are communication tools that use picture-based communication with few or no words. Pictograms can be advantageous when used to communicate critical information

TCRP A-33A Final Report 94 because they are more noticeable than written communication; provide the public with concise, instantaneous information; improve comprehension of critical messages for people with functional needs; and reduce the need for message translation. The pilot tests conducted for TCRP A-33A also revealed that pictograms had a riveting quality for passengers: seeing a bus driver hold up a picture caused people to focus intently to try to decipher the message. Simply achieving that much intense attention, no matter the message, is advantageous to a driver trying to manage a non-routine travel interruption or an emergency. Universally understandable images are difficult to develop. From the pilot work of A-33A, further work is necessary to use the research and pilot findings to refine the images tested for that study. Moreover, research for A-33A revealed that gathering basic information about the current communication challenges that occur on buses (and perhaps trains, although A-33A’s scope permitted only a bus study) to create a baseline of understanding across the transportation industry could help agencies provide a higher level of service, situation management, and emergency readiness for all populations. III. OBJECTIVES The objectives of this research include: 1. Develop a revised set of pictograms most understood by audiences in pilot project (A- 33A), with particular attention to images designed to convey direction and direct behavior in a bus transit environment. 2. Examine the prevalence of digital sound devices in use by transit customers to examine the impact of these devices (e.g., headphones, ear buds, etc.) in creating communication barriers. 3. Determine the effectiveness of pictograms in bus transit to reach passengers with voluntary communication barriers. IV. RESEARCH PROPOSED This research proposal would extend to further usefulness the work in TCRP A-33 and A- 33A by addressing the ways in which directive pictograms could help communicate important transportation messages to diverse audiences in emergencies and in day-to-day operations. The research approach and tasks envisioned include, but are not limited to: Task 1: Literature review 5.1 Conduct a limited, focused literature review on the impact of personal digital devices on behavior in public space. Task 2: Study bus passengers’ voluntary communication barriers and transit response 2.1 Use secondary (previous studies, as well as reports by drivers and other transit personnel) and primary (focus groups, interviews) research to establish patterns in passengers’ use of digital sound devices that prevent their hearing instructions from bus drivers or announcement systems. Task 3: Apply Research findings to pilot program 3.1 Conduct field tests of set of pictograms determined in Task 2 with digitally distracted, engrossed, or isolated passengers (including some who are deaf or hard of hearing or

TCRP A-33A Final Report 95 have limited English proficiency) to determine whether images get and hold attention, secure compliance, adequately direct behavior, or impart information. 3.2 Further refine images in response to findings. Task 5: Reporting 5.1 Draft and submit a final report to TCRP on the outcomes of the research and pilot program. The report will provide the set of best-understood pictograms in digital format that can be used by transportation agencies. V. ESTIMATE OF THE PROBLEM FUNDING AND RESEARCH PERIOD Recommended funding: $100,000. Research period: 12 months VI. URGENCY AND PAYOFF POTENTIAL The need to find a practical solution to providing clear, concise messages is urgent, as immediate as the next hurricane or chemical spill. The outcome of this study would be a set of picture-based communication elements that can be used to communicate with passengers who have either voluntary or involuntary communication barriers, or both. VII. RELATIONSHIP TO FTA STRATEGIC RESEARCH GOALS AND TCRP STRATEGIC PRIORITIES This proposal relates to the FTA research goal to support increasing transit’s market share with research to improve the rider experience, as well as the goal to support improving the performance of transit operations and systems with research to improve safety, security, and emergency preparation. This proposal also aligns with the TCRP strategic priority of placing the transit customer first by addressing customer needs for clear, succinct messages