19 July 2023 – The Department for Transport (DfT) has developed a set of user personas to understand the needs, behaviours and travel preferences of different types of passengers – and ensure transport systems work for everyone.

The diversity is captured with 12 different personas to reflect 9 groups of people. The groups were developed from existing research that was validated and updated by a large-scale survey and ethnographic study in 2022.

The evidence that feeds into these personas covers the population aged 16 and over in England only. The personas are intended to provide a tool that makes it easier to put passengers and people at the heart of their decision-making.

Read the full report: Transport user personas