The National Public Transport Authority, working within the Ministry of Transportation, is a government agency that is responsible for transport infrastructure and related laws.
The National Public Transport Authority was releasing a new unified bus fare system to make riding fares more equal for riders across cities in Israel. They called on Q for two needs: 1. To help frame the updated fare schedule in a way that would be well received by the public and 2. To design the user experience of validation machines and ticket kiosks so the public could know the cost for each ride.
The Q team worked with the National Public Transport Authority to clearly define the new fare schedule succinctly. Upon laying out the plan, Q uncovered the overarching benefit for the majority of riders, which was summarized as, “Ride More, Pay Less.”
Over a series of breakout sessions and discussions, Q developed a creative brief, complete with the concise narrative and personas to understand each group’s respective concerns. This information was used to create the messaging and related PR materials.