Transport user personas developed to support DfT

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.

Transport user personas

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

Industry insights & case studies

Stay in the know with the latest industry news and insights.