Dr. Susan Kenyon, a leading academic in public transit, is often quoted as saying, "Planning on the basis of wishing people will behave as we want them to doesn't work." 

It's a quote that resonates with us at Kuba. We don't base our mobility payment systems on what we hope riders want or what we wish they would use. We design them based on our knowledge of riders' needs and our desire to motivate positive change in how they travel. 

We give riders easier access to better transit systems so they can choose to travel in a way that makes less impact on the environment. We empower them to do the right thing.

That's not to say we ignore the habits and preferences of different groups of riders. We put riders first, designing systems that collect data on how they travel and how they prefer to pay. We use this insight to inform development, and our customers use it to enable them to design rider-focused travel products and services.

The challenge of assumed behaviors

Unfortunately, public transit planning has often been rooted in assumptions or simple wishes. Planners' idealized rider persona is the one that follows schedules, travels at set times, seamlessly integrates multimodal options, and prioritizes sustainability over convenience. 

However, people choose how they travel based on many complex factors, including cost, convenience, reliability, safety, and accessibility. Even if they would prefer to use public transit in an ideal world, private cars remain their go-to option for many reasons. 

Wishing riders to choose buses or trains over personal vehicles will not increase ridership unless transit systems meet the core needs outlined above.

What can Kuba do to help public transit agencies meet riders' needs?

Instead of hoping for change, we are proactive in designing systems that work for every rider. We aim to make public transport simple, easy and affordable for everyone to use, reducing barriers for everyday journeys. Creating better public transit involves a long, hard look at why people don't use it as we wish they would. Common obstacles include the following:

• Complex ticketing and payment systems:  Two major barriers to using public transport are understanding fares and buying a ticket (waiting at kiosks or ticket desks, and finding the right cash, creates hassle). Providing a seamless travel experience reduces wait times and queues. Riders are used to using contactless payments in all other areas of retail, so they expect the convenience of paying quickly and easily. Meeting these expectations will encourage more people to use public transportation. 
  
  How we help: Kuba offers contactless and mobile payment systems that enable riders to travel using the card or device they carry everywhere - the ultimate in convenience.
  
  
• Unreliable services: Delays and missed connections cause riders anxiety and disrupt their plans. If they can’t rely on services to get them where they need to be on time, it discourages repeat use. Clear, consistent and timely information about schedules, routes, and disruptions builds trust and confidence among riders. 
  
  How we help: Our mobility app offers real-time rider information, alerts, and push notifications about service changes. 
  
  
• Accessibility challenges: Systems that fail to serve people with disabilities, language barriers, or limited digital access exclude key populations. To be inclusive, public transit networks must leave no rider behind, providing reliable, connected, affordable and accessible services that cater for the needs and preferences of all communities.
  
  How we help: Kuba's app can feature multiple languages and automatically detect the device's language.  In addition, our multi-token systems cater for every payment preference, with solutions for the unbanked and underbanked.
  
  
• Feeling unsafe: Research in the U.S. shows that a significant portion of people feel unsafe on public transit, with concerns stemming from potential crime, particularly at night, and this perception is most prevalent among women. If riders don't feel secure at transit stops or on vehicles, they'll choose an alternative way to travel. 
  
  How we help: ELERTS –  a feature of our mobile app – allows users to directly report real-time incidents such as crimes, damage to stations, and other safety and security concerns through the app. (Link to elerts blog)
  
  
• Lack of value for money: In 2023, the average U.S. household spent $13,174 dollars on transportation, which was the second-largest household expenditure after housing. Price remains an important concern for U.S. riders. For low income households in particular, cost can be a deterrent to using public transportation, with the best value fares often available only to those who can pay up front for period passes.
  
  How we help: Our contactless payment systems enable fare capping, which benefits passengers on-the-go. In addition, with precise journey planning, including ticket prices, Kuba’s mobile solution enables riders to understand their journey completely, both in terms of practicalities and cost, before they start their ride. 

Shifting from wishes to reality

Public transit isn't just about moving people from point A to point B - it's about building systems that serve the communities they're meant to support. 

Ultimately, wishing for ideal behaviour won't fill buses or trains, but planning for real people will.