Creative Collaborations: Using Design Thinking to Promote Multi-modal Transportation
Design is a tool that shapes messages through strategies such as branding, communications, infographics, signage, and interaction. Design is also a process that uncovers public perceptions and behavioral barriers. In this case study, the City of Chattanooga’s Transportation Department collaborated with junior graphic designers at UT Chattanooga to use “design thinking” to promote multimodal transportation. The result is a robust public service campaign based on research methods such as expert interviews, user testing, and empathy studies. Students learned how to design for public good while allowing their work to shift their own perceptions of transportation in a growing city.
Learning Objectives:
Participants will understand the basic concepts of graphic design as it relates to transportation.
Participants will be able to brainstorm ways in which design and communication could improve transportation in their areas.
Participants will be able to identify communication gaps for transportation in their communities.
Participants will understand technologies for online communication and marketing of transportation.
Presenter(s)
Presenter: Blythe Bailey City of Chattanooga
Co-Presenter: Jenny Park Chattanooga Regional Planning Agency
Co-Presenter: Aggie Toppins University of Tennessee at Chattanooga
Creative Collaborations: Using Design Thinking to Promote Multi-modal Transportation
1. Creative Collaborations:
Using Design to Communicate Transportation
Blythe Bailey
City of Chattanooga
Transportation Department
Aggie Toppins
University of Tennessee at Chattanooga
Jenny Park
Regional Planning Agency
2. Who We Are, What We Did
The Chattanooga Context
Communication Needs in Planning Efforts
Design Thinking/Our Project Process
Introduction to the Public
Future Opportunities
3. Setting the stage
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4. The structure of the city
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5. Public Space
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6. Getting where you need to go
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17. How are people commuting in Chattanooga?
*2012 ACS Journey to Work data
Drove Alone 78.5%
Public Transportation 1.8%
Bicycle 0.9%
Walk 3.5%
Telecommute 3.5%
19. The Design Thinking Process
UTC students emulated a professional graphic design studio based on a “design thinking” methodology.
Graphic design is the practice of giving visual form to communication with
respect to content, audience, and context.
Design thinking is a process that combines empathy for the context of a problem,
creativity in the generation of insights and solutions, and rationality in analyzing
various solutions to the problem.
20. The Design Thinking Process
Thinking and making are the left and right hands of a studio practice. Doing preliminary field research and
testing studio-based work in the context of the world are part of design thinking. Making in the studio and
testing out of the studio are overlapping phases of the process.
IN STUDIO OUT OF STUDIO
SYNTHESIS
Group think: Brainstorm possibilities
Sketching, rough prototyping
Visual refinements: digital design
Narrow and focus concepts
Develop refined prototypes
Finalize visual systems
Listen to expert speakers
Participate in an empathy study
Conduct a site audit
Interview and observe audiences
Develop and test sacrificial concepts
Develop criteria
(comm. objectives)
Critique work
Develop guidelines
21. Project Brief
The students at UTC were given a project brief with the following questions:
How do we communicate to the citizens of Chattanooga
that multi-modal transportation is important?
• What is multi-modal transportation?
• How does it help people? How does it help Chattanooga?
How do we help citizens of Chattanooga make better use
of multi-modal transportation including busing, biking, and walking?
• What barriers stop people from biking, busing, walking?
• What systems exist and how do we connect people better to them?
22. Research: Draw on Experts
We invited a series of guest speakers to teach the students new skills related to the project and
to share their knowledge and experience on the topic of multi-modal transportation.
Jenny Park & Blythe Bailey
City of Chattanooga Sign Shop
Code For America Fellows
River City Company
Divvy Bikes (Chicago Bike share)
Green Trips
CARTA
28. Research: Site Audit
Students split into groups to experience city terrain first hand. They walked, biked, and drove various routes
from a pilot neighborhood (Highland Park) to downtown. In so doing this, they determined new fast, flat, and
calm bike routes near bus lines.
29. Research Methods: Talk to Real People
At crucial points, we talked to people about our project to get real-world criteria for evaluating our work
Students interviewed people about behaviors and perceptions
regarding bus and bike transportation
Students shared prototypes with the public to get feedback and
test different messaging strategies
32. Design Methods
Students processed research findings in the studio turning insights into visual form. Learning through making,
students narrowed focus and refined ideas until, over time, they had reached a final solution.
Group think: Brainstorming
Sketching, Prototyping, Creative Writing Exercises
Rough Digital Designs
Client Presentations/Formal Critiques with Guest Experts
Refined Digital Designs
Develop Sacrificial Concepts for Field Testing
Final Designs
Develop Brand Guidelines and Systems for Production
33. Early phases
While the students were still researching the social context in which the campaign would live, they began
externalizing their thoughts with brainstorm sessions, sketches, and rough design ideas. They asked:
How should this campaign look and sound?
Who is delivering this message?
What experience will the viewer have with this brand?
36. Shaping Personality
After initial brainstorming and sketching, the students narrowed their focus. They grouped ideas and began
differentiating one concept direction from another. They developed five concepts to share. Each concept met
the requirements of the project, but in very different ways.
Concept 1: Playful, Future-facing, Guerilla
Concept 2: Familiar, Charming, Accessible
Concept 3: Official, Sophisticated, Minimal
Concept 4: Edgy, Futuristic, In-the-know
Concept 5: Eco-minded, Forward-thinking, Aspirational
59. Finessing Messaging Strategies
Students then worked to incorporate the feedback they received from clients (Blythe, Jenny, and their internal
team) and from the public (those who attended Code Across America). The next step was to narrow the focus
one more step and create “sacrificial concepts” — ideas that looked finished but were meant to solicit
quantifiable responses from the public. Students showed ads and brochures in one-on-one conversations.
Concept 1: Playful, Accessible, Familiar
• Narrative-based messaging
• Incorporate a Mascot
• Color-coded by mode
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64. Finessing Messaging Strategies
Students then worked to incorporate the feedback they received from clients (Blythe, Jenny, and their internal
team) and from the public (those who attended Code Across America). The next step was to narrow the focus
one more step and create “sacrificial concepts” — ideas that looked finished but were meant to solicit
quantifiable responses from the public. Students showed ads and brochures in one-on-one conversations.
Concept 1: Playful, Accessible, Familiar
• Narrative-based messaging
• Incorporate a Mascot
• Color-coded by mode
Concept 2: Official, Inspiring, A social movement
• Aspirational messaging
• Photographic
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67. Finessing Messaging Strategies
Students then worked to incorporate the feedback they received from clients (Blythe, Jenny, and their internal
team) and from the public (those who attended Code Across America). The next step was to narrow the focus
one more step and create “sacrificial concepts” — ideas that looked finished but were meant to solicit
quantifiable responses from the public. Students showed ads and brochures in one-on-one conversations.
Concept 1: Playful, Accessible, Familiar
• Narrative-based messaging
• Incorporate a Mascot
• Color-coded by mode
Concept 2: Official, Inspiring, A social movement
• Aspirational messaging
• Photographic
Concept 3: Energetic, Efficient
• Expedient messaging
• Pictographic
• Minimalistic
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72. Field Testing
Students discussed sacrificial concepts with citizens of Chattanooga from a wide range of socio-economic
backgrounds. Each student spoke with three to six people about their ideas. Questions included:
What is the main message of this brochure and ad? What stood out to you?
Do you feel more informed about your transportation choices?
Is this applicable to you? If not, who do you think the brochure is talking to?
How does this campaign come across to you?
Which one resonates the most?
73. What we learned
Students took these insights to the client:
1. People have a sense of what looks “official” (from gov’t) and thus “credible.”
One campaign “looked real,” while others would be pushing the envelope.
2. Photographs must be extremely inclusive to be relatable (and yet it is
obvious when photographs attempt to show all kinds of people at one time).
3. People don’t like to read more than a few sentences.
4. No one wanted to feel like the City was “trying to take away my car.”
5. People responded more when they felt their intelligence was respected.
6. They wanted to be pointed to places to learn more.
86. Introducing the Campaign to the Public
At the end of the semester, the students designed and built an exhibition which was held in Highland Park,
the pilot neighborhood for the project. They also set up a presentation for a group from the Next City Vanguard
Conference in our studio classroom.
94. Next Steps
Hire a student for an internship to implement campaign
Slowly roll out the program as funding allows
Put banners up in new community projects
95. Lessons Learned
Have realistic priorities
Pie-in-the-sky concepts eventually succumb to practical constraints
User testing turns up unexpected results
Collaborations with college students grow invested citizens
96. Thank you!
Blythe Bailey, Administrator
City of Chattanooga Transportation Department
bailey_b@chattanooga.gov
Jenny Park, Senior Planner
Chattanooga-Hamilton Co Regional Planning Agency
park_jenny@chattanooga.gov
@jennypark
Aggie Toppins, Assistant Professor of Graphic Design
University of Tennessee at Chattanooga
augusta-toppins@utc.edu