Helping Translink shape the future of city-centre travel
Translink is Northern Ireland’s public bus and rail provider, enabling over 200,000 daily journeys. With a major infrastructure project on the horizon — the introduction of Belfast’s Bus Rapid Transit (BRT) service, Glider — they needed deep insight into how travellers experienced public transport in the city centre.
We partnered with Translink to better understand how passengers navigate the system, what creates friction, and how design could remove barriers and create a more accessible, intuitive experience for all.
The strategy
We began by working with Translink’s wide group of stakeholders — from internal teams to accessibility groups, city ambassadors and tourism partners — to define key experience themes: awareness, navigation, ticketing, and accessibility.
We then took to the streets of Belfast, conducting 45 interviews and observing real-world use across a wide range of travellers: tourists, commuters, infrequent riders, and people with reduced mobility.
“We wanted to understand what it’s really like to be a traveller in the city – not just in theory, but in context, at street level.”
Our research revealed that seemingly simple actions – such as knowing which stop to get on or which service to use – created anxiety, particularly when systems weren’t consistent or information wasn’t accessible.
Mapping the real journey, not the assumed one
Using insights gathered from the street, we:
- Created experience maps and personas to reflect the diversity of users
- Evaluated the Translink app and wider digital ecosystem alongside real-world signage and touchpoints
- Conducted usability testing on network maps and route materials
- Benchmarked other global cities’ transport systems to gather best practice on wayfinding, service design and multimodal experiences
Through this, we identified clear, actionable opportunities around map clarity, ticket understanding, accessibility, and real-time information.
The solution
We worked collaboratively with Translink’s design, digital and accessibility teams to translate our research into a practical, user-centred framework. This supported internal and external teams to shape the experience design of the Glider service and future initiatives.
From new signage and service line branding to digital updates and accessibility improvements, our work informed the development of Belfast’s transport experience — making it easier, more consistent, and more inclusive for everyone.
“Ideas+Outcome’s work has set in motion a clear set of user-centred, rationalised initiatives that have become central to the design of our future services.”
- Clare Costello, Head of Digital CX, Translink
The impact
- Clarity of network mapping and signage
- Seamless digital-to-real-world navigation
- Inclusive design for passengers with physical or cognitive impairments
- Confidence-building for occasional and first-time users
- A strategic framework for future mobility services