Shaping Passenger Experience: An Eye-Tracking Study of Public Transportation Built Environment

TL;DR

This eye-tracking study investigates how different public transportation cabin designs influence passenger visual attention and engagement, revealing that natural and functional features improve orientation and reduce cognitive load, with demographic factors affecting visual patterns.

Contribution

The study introduces a comprehensive eye-tracking analysis of six diverse cabin designs, highlighting design features that enhance visual engagement and inclusivity in public transportation environments.

Findings

Alternative designs have shorter TFFs and lower entropy, indicating quicker orientation.

Natural and biophilic elements improve visual engagement and reduce cognitive load.

Demographic factors like ethnicity and transport habits significantly influence visual attention patterns.

Abstract

Designing public transportation cabins that effectively engage passengers and encourage more sustainable mobility options requires a deep understanding of how users from different backgrounds, visually interact with these environments. The following study employs eye-tracking technology to investigate visual attention patterns across six distinct cabin designs, ranging from the current and poorly maintained versions to enhanced, biophilic focused, cyclist-friendly, and productivity-focused configurations. A total of N:304 participants engaged with each cabin design while their eye movements such as Fixation Counts, Time to First Fixation (TFF), First Fixation Duration (FFD), Stationary Gaze Entropy (SGE), and Gaze Transition Entropy (GTE) were recorded. Results revealed that alternative cabin configurations consistently exhibited shorter TFFs and lower entropy measures compared to the baseline current version. Specifically, designs incorporating natural elements and biophilic aspects, streamlined layouts, or functional amenities, facilitated quicker orientation and more structured gaze patterns, indicating enhanced visual engagement and possibly reduced cognitive load. In contrast, the poorly maintained cabin design was associated with higher entropy values, suggesting more scattered and less predictable visual exploration. Demographic factors, particularly ethnicity, significantly influenced FFD in certain designs, with Non-white participants showing reduced fixation durations in the enhanced and poorly maintained environments highlighting the importance of inclusive design considerations. Moreover, transportation-related demographic factors such as frequency of public transport use, trip purpose, and duration of use significantly influenced visual attention metrics in various cabin designs.