Using Technology to Improve the Rider Experience: Examples from Transit Agencies

The easiest win is using tech to talk to riders like individuals instead of a crowd. If I were running a transit agency, I would start with a solid mobile app that remembers a rider’s usual routes and times, then pushes only the updates that actually matter to them. So instead of generic service alerts, someone who takes the same bus every morning gets a quiet ping when that specific line is delayed, a stop is moved, or there is a faster option nearby. One system I saw tested something similar on a rail network using real time data and basic preferences, and it completely changed how riders felt about disruption. People were still delayed, but they were not blind. A simple example would be an app that learns you always go from neighborhood A to downtown between six and eight in the morning and starts showing a tailored home screen with next departures, crowding estimates, and one tap options to reroute if something breaks. That kind of personalization does not require crazy AI, just good data, clean integrations, and a decision that you will stop treating riders as one big anonymous blob.

Transit agencies can really give their riders a more personal touch if they adopt a customer data platform that puts all the customer interactions and preferences together in one place, so they can tailor the way they communicate across all channels in a much more meaningful way.

In my previous gig, I actually used a similar platform in retail, bringing together purchase history, browsing habits and demographics to create profiles and send out emails, text messages and website content that was directly relevant to each customer at the time.

This allowed us to send messages that really matched where each customer was at in terms of their shopping journey. If a transit agency were to do the same thing, they could send real-time updates on the rider’s usual routes, share special station updates right on the app, and highlight all the nearest ways to get to and from the station that play to that rider’s habits. The end result is that the info feels super relevant and not just some bland generic message.

Transit agencies can personalize the rider experience by using the app like a “smart commute assistant,” not just a route finder.

If a rider opts in, the app can remember their usual routes, favorite stops, typical travel times, and needs (like step-free access, fewer transfers, or less walking). Then it combines that with real-time data such as delays, cancellations, platform changes, service alerts, and fare rules to show only what matters to that rider, at the exact moment they need it.

Example: a rider saves “Home – CBD” and selects “step-free routes.” At 7:10am the app sends: “Lift is out at Central. Use Entrance B for ramp access. Next accessible train in 9 minutes. Alternate option: Bus 210 arrives 6 minutes later but avoids stairs.” The app can also suggest the right ticket automatically and notify the rider if they’re about to hit a daily fare cap.

Transit agencies can get the most out of technology by tailoring their updates to individual riders’ habits rather than sending the same message to everyone.

For instance, they can use riders’ app-based travel history and preferences to send targeted service alerts. If a commuter always takes the same bus and train on weekdays, the system can send alerts that specifically affect their usual route, time, and transfer point. Instead of a citywide disruption notice, they’ll get a message saying their usual train is delayed, suggesting an alternative route, and estimating the impact on their arrival time.

Personalization can also help with fare optimization. Agencies can notify riders when they’re close to their weekly or monthly cap, or suggest a better pass based on their past usage patterns. This builds trust because the system is helping riders save money, not spend more.

The key is to use technology thoughtfully. Riders don’t want more notifications; they want fewer, more relevant ones that respect their time and context. When technology reduces uncertainty and friction in daily travel, personalization feels like a helpful service, not surveillance.