Mexico City’s night bus service operates from midnight till 5.00am and, with 15% of employees starting or finishing work in the early hours and many visitors or residents returning home after a night out, should be a vital asset for the city. However, a combination of poor reliability, concerns about personal safety, and a lack of visibility and information have resulted in a poor customer experience and a service that is used only by people with limited or no mobility alternative.
Steer was commissioned by the Inter-American Development Bank and Mexico City’s Innovation Lab to analyse service delivery issues across the network’s eleven routes with an emphasis on the Insurgentes corridor, and to identify a package of measures that could be implemented in the short and medium term to improve the overall passenger experience and grow patronage.
A key finding of the study was the need for a night bus brand and information system to help build user recognition, understanding and visibility.
We started by designing a contemporary visual identity that acknowledges Mexico City Metro’s iconic brand (in its 50th anniversary year) yet is distinct and recognisable in its own right. We then created a suite of information products, including a schematic network map, local area wayfinding maps, and templates for stop specific information – all delivered as part of a system brand manual.
The Steer team subsequently trained the Lab in the use of the design templates such that they could apply the designs across the network.
The project recommendations were applied to Insurgents, one of the main corridors in the city, with the updated system launched on 27th July 2018 by the new head of Mexico City’s government, José Ramón Amieva.