Human first. Always.

Transport is what enables people to be part of society. It allows us to get to work, education, see family and friends, make essential journeys and be part of communities.  Yet so often transport is approached as a series of isolated technologies with guaranteed user demand.  This technology first approach introduces barriers to trust, acceptability and uptake.

At Wayfinder Research we take a human first approach to all our work. We start from human needs, experiences and requirements and are never led by a pre-determined solution or technology. Why? Because we know that what people say and what people do are two different things. We know that when we take a siloed approach to transport design and modes or stages of a journey are looked at individually as opposed to through an integrated end to end lens; that when transport users and non-users are considered as a homogenous logic driven group of decision makers and not the complex diverse group of individuals they truly are; and that when decisions are led by technological solutions not human needs we don’t create transport systems that work for all. 

We start with people, because good transport systems are ones that give people the freedom to make the journeys they want whenever they want. It is about creating transport systems that are inclusive, that deliver end to end physical and digital accessibility, that are available and affordable to all, without compromising on safety and sustainability. 

Transport can only unlock societal benefits if there is widespread public adoption. That’s why we work with organisations to make transport with and for people.