Empowering Rural Stakeholders for Inclusive Transport Policies
Our collaboration with the Scottish Rural and Islands Transport Community (SRITC) aimed to empower rural stakeholders and enhance their engagement in transport-related decision-making. Through a series of impactful workshops, dynamic marketing materials, and insightful design approaches, we delved into the diverse experiences of those living, working, studying, and visiting rural and island communities. Our goal was to gain a deep understanding of their daily lives, challenges, and aspirations.
Uncovering Insights and Mapping Journeys
To build a comprehensive and vivid picture, we created personas and journey maps based on real-life stories, experiences, and pain points shared by rural stakeholders. This allowed us to identify common themes and challenges faced when accessing and utilizing different modes of transport. During workshops, we skillfully mapped the challenges faced by various groups within rural and island communities against the four key NTS2 priorities. Leveraging interactive tools like the digital whiteboard Padlet and “story cubes,” we facilitated engaging and collaborative sessions that maximized participation.
A Day in the Life: Shaping Future Transport Policies
The “Day In the Life” exercise was a crucial element of our approach. Participants reflected on their typical daily routines and examined the role transportation played in their lives. This exercise unveiled seven thematic areas that had significant implications for the development of future transport policies. By capturing these insights, we formulated potential solutions for the identified challenges and presented comprehensive stakeholder requirements that emerged from the consultation process.
User Personas and Journey Maps: Illuminating Transport Needs
Our work extended beyond capturing insights. We developed user personas and travel journey maps that visually represented the wide range of transport needs among rural communities. These tools helped uncover recurring themes and shed light on critical areas that require attention from a policy development perspective. By taking into account the diverse characteristics, behaviors, and perspectives of rural and island communities, we addressed the urgent need for inclusive policies that avoid further marginalisation and dislocation. Our efforts reinforced the necessary behavioral changes and supported Scotland’s objective of reducing car kilometers by 20% by 2030
