Having just undergone a brand identity refresh and with the future transportation infrastructure of the GTHA already well underway, our team at Fjord/Accenture worked with Metrolinx to develop a guiding vision and strategy for the future of self-serve transportation. This work eventually evolved into what is now the holistic PRESTO experience.

Our research phase began by synthesizing the customer journeys for the major Metrolinx properties:

• GO (the GTHA’s regional public transit system)

• UP Express (airport rail link)

• PRESTO (contactless automated fare system)

Mindsets were developed to help map the experience and service concepts to. This research was then presented and validated with Metrolinx leadership and key stakeholders at generative ideation workshop.

FUTURE STATE VISION AND SERVICE CONCEPTS

Our team leveraged the ideas generated during the Rumble alongside strategic insights and research to develop an future-state ecosystem vision for Metrolinx.

A transit experience where travelers across the GTHA are empowered to confidently plan and purchase the best trip for them and staff are equipped to elevate that journey with exceptional, personal service.

Five service concepts were developed from this:

1. Mobile App

2. Digital Integration

3. Digital Ticketing

4. Smart Kiosk

5. Station Attendant Concierge

These concepts were then prototyped to assess viability and begin product planning.