The Bay Area has 27 transit agencies spanning a vast region, leading to a sense of complexity and fragmentation. With transit ridership falling, this program aims to address these issues and play a major role in giving people more confidence to choose sustainable forms of mobility.

In the first phase, five interrelated propositions were developed through consultation with stakeholders. The propositions outlined a series of high-level program goals, processes and methods, allowing us to gather insights and gauge the potential for change.

Through this engagement the team raised awareness of the program, securing and documenting significant support for the propositions, as well as commitment for ongoing cooperation and collaboration.

In the second phase, stakeholder workshops were planned to co-develop and explore different approaches to harmonization and identify solutions that balance the needs of all agencies and travelers. To record these approaches, a System Principles document was produced. It describes a new concept for Bay Area harmonization, future brand propositions, information types, product types, application guidance and recommended next steps. Prototypes were developed to research, test and demonstrate the benefits of change. City ID worked closely with Steer to explore the business case for different region-wide implementation options, providing the evidence to refine and validate our strategic recommendations for change.

The program was planned with research and engagement at its heart, involving stakeholders, travelers and residents in shaping a concept that will ultimately deliver significant social, environmental and economic benefits. In 2022 the recommendation to fund the harmonization of the Bay Area’s transit information was approved by the region’s Blue Ribbon Task Force, starting with two pilot phases.