Public Transit in Frisco Market Research
Frisco, TX has been the fastest growing city for 10 years. I worked with a team to identify ideal routes for public transit in Frisco to reduce congestion and increase community involvement.
About this Internship
Employer: City of Frisco
Tasks: UX Researcher & Illustrator
When: August 2019 (Team of four)
In 2018, Frisco was voted the #1 place to live in the US. The city is proactive in managing its growth, so it seeks to...
LIMIT TRAFFIC
CONGESTION
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Where are resident/ non-residents driving to?
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Are the primary reasons people come to Frisco entertainment or work?
INCREASE COMMUNITY INVOLVEMENT
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How do we get people involved in community sponsored events?
STAY PROACTIVE
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The influx of new residents will continue to grow. How can we best serve them?
The Process
We began by researching our target demographic, other cities/ states with public transportation, and the possibilities of implementing autonomous vehicles.
Once we understood our audience, we engaged with them by asking random citizens from the city...
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Why they often find themselves in Frisco
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How they feel about public transit
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Their comfort with autonomous vehicles
City of Frisco
Key Insights from Survey
TOO SOON FOR AUTONOMOUS VEHICLES
Respondents were not comfortable with automated vehicles. The city was not originally built with public transit in mind and adding AI vehicles too soon could prove hazardous.
FRISCO IS GREAT FOR WORK OPPORTUNITIES
The majority of respondents worked in Frisco but were unable to afford living there. However, the value of the job opportunities were so high, they were more than willing to commute.
AGE 65+ NOT WELL REPRESENTED
The primary age group that compromises Frisco were not heard in the survey. This also explains why the majority of the Frisco's work force commutes. Those already living in Frisco are typically retired and no longer working.
Favorite Hotspots
The Star
Stonebriar Center
The Square
The Dallas Cowboy's World Headquarters and practice facility with shopping and dining opportunities within walking distance
Shopping center featuring dinning, movie theaters and something for all ages
An urban experience that blends shopping, dining, office space, apartment living, park space and Frisco's city hall and library
The hot spots helped us identify which locations those traveling to Frisco would like to stop.
Challenges of Public Transit
Safety
Parking
Time
Several respondents showed concerns that additional vehicles on the road could result in roads becoming more unsafe.
Frisco features a variety of attractions, but concerts and fairs increase the typical
dense traffic of the city.
Time is money. Frisco attracts working individuals who fear public transit could result in delayed transportation.
The Survey Results Led to...
the creation of a four year public transit implementation plan based off of prominent shopping, entertainment, and community attractions.
To create meaningful maps, I drew each of the maps to better display what each stop offered.
Time-lapse of design process
THE ENTERTAINMENT ROUTE
The entertainment route focuses on connecting highly dense living areas to fun shopping areas, recreational activities, and popular food stops.
Living Areas:
Shopping/ Food Areas:
Recreational Activities:
CENTRAL FRISCO ROUTE
This route aimed to help residents and commuters in Frisco move from areas of entertainment to business encouraging participation in the city's diverse offerings.
Entertainment:
Business:
Activities:
Active Senior Route
Despite our survey lacking in elderly voices, the elderly population of Frisco is the greatest age group. Therefore, a route was customized for active seniors wanting to explore nature and retail opportunities.
Living Areas:
Necessities:
Recreational Activities:
Scenic/Parks Route
When the City of Frisco first approached us with the project, they had one main goal they wanted to accomplish: increase community involvement and play. With this goal in mind, an additional map was drawn connecting some of the most popular parks in Frisco.
Next Steps
In order to effectively carry out the previously mentioned routes, the City of Frisco would have to...
BUILD
INTENTIONALLY
The City of Frisco, like many cities in Texas, Frisco was not designed to accommodate bus stops and public parking. However, Frisco still has plenty of land left that if intentionally built with public transit in mind, can easily introduce new transit to the city.
REMAIN FUTURE
FOCUSED
Major businesses, individuals, and families are looking to move into Frisco. Frisco can take advantage of these new and potential partnerships by raising funds through agreeing to have stops at new businesses and attractions.
REMAIN COMMUNITY ORIENTED
To maintain the city's popularity, Frisco must remain true to its core and continue to put its people first. This can be achieved by continuing to host city events and activities for all ages throughout the city.