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Phase II: Rider Personas Phase II is comprised of development of four transit rider personas to provide transit agencies with a useful touchpoint for understanding the identities and needs of...

Phase III: Marketing Campaign Phase III is comprised of a marketing campaign to encourage increased use of public transit systems. SFMTA is partnering with the design and communications consultant MIG...

Phase IV: Data Model Phase IV is comprised of two sections; first, an analytical framework to assess the effectiveness of transit system interventions, and second, a qualitative assessment of possible...