Penn researchers identify transit weak spots for SEPTA’s rebranding initiative

A team of researchers from Penn’s Center for Safe Mobility is working with SEPTA on the transportation agency’s $40 million effort to rebrand its transit network and improve its ease of use.

Using data from eye-tracking glasses, Stuart Weitzman School of Design associate professor Megan Ryerson and her team of urban planners partnered with the transportation agency to determine which of the city’s stations were most confusing to riders of different transit familiarity, native languages, and physical abilities. The Center’s experimental study is part of SEPTA’s broader “Wayfinding” initiative to create a more intuitive transit system in response to complaints from riders about the lack of consistent branding and route signage. The Penn faculty and alumni involved in the study hope the rebranding changes the way Penn students think about SEPTA.