Final Opportunity Statement:
To evolve the bus stop experience for internationals who need extra reassurance, because they rely on clear, concise and accurate direction, to give them the confidence to travel alone in a foreign country.
I was quite uncomfortable with our opportunity statement at first, but after rewording and finalizing our statement, I feel a lot more comfortable with it.
We chose to focus on the internationals in our opportunity statement because we felt they have extra needs compared to the local user.
Our original insight, was that internationals needed reassurance through clear information, but we chose to use the word direction instead because we felt that information alone is not sufficient. You can put more information at the stop, but it is of no use if it’s not read or used, so that’s where direction, through prompts and cues can guide internationals and help them feel at ease.