Develop corporate Customer Experience Action Plan & Journey Map

TransLink needed a five-year CX roadmap that could keep pace with ridership growth, system expansion, and rising expectations for real-time clarity. We helped define the vision, rider needs, measurable outcomes, and a prioritized initiative roadmap.

CLIENT

TransLink

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TIMELINE

6 months

SERVICES

Futures

Product Roadmap

Content Strategy

Journey Mapping

Research

CX

Strategy

OVERVIEW

Build a 2026–2030 Customer Experience Action Plan for TransLink

As transit systems modernize, customer experience becomes a primary lever for ridership growth, trust, and long-term relevance. TransLink needed a practical CX plan that could align leaders, teams, and partners around a shared definition of “great,” then translate that into a prioritized roadmap and a clear way to track progress over time.

CHALLENGES

Improve the customer-centricity of the enterprise and increase understanding of rider journeys

Improving transit experience isn’t just about fixing issues. It’s about creating confidence and ease at the moments that shape whether people ride again: planning, navigating, transferring, waiting, and arriving. TransLink needed a plan that elevates these moments consistently across physical and digital touchpoints—without relying on any single team, channel, or operator to “own” the full journey.

At the same time, the organization needed a way to prioritize investments objectively and communicate progress clearly. Existing signals were useful but not always connected to the rider journey in a way that made trade-offs straightforward or outcomes easy to explain.

We need to deepen our understanding of riders and pinpoint when they need support and how to surprise & delight them

SOLUTIONS

Translate rider reality into a shared roadmap, then make it measurable

PH1 helped TransLink move from scattered inputs and local improvements to a single, aligned CX story that could guide decisions over multiple years.

Aligned stakeholders on what “great” means by defining customer pillars and journey expectations that teams could use as a decision filter.
Synthesized rider feedback into actionable themes and validated where experience moments mattered most to riders.
Mapped the end-to-end journey to reveal priority moments and opportunities that cut across teams and channels.
Built a prioritized roadmap that made initiatives easier to sequence, resource, and govern.
Defined a practical measurement approach so progress could be tracked consistently and communicated with confidence.

RESULTS

A CX plan designed to drive action and accountability

A shared journey framework to align teams on the rider experience end-to-end
Customer principles / pillars to guide decisions and trade-offs
A prioritized initiative portfolio with sequencing guidance
A measurement strategy to track and communicate progress over time
Stakeholder alignment materials to support adoption and governance

All riders need additional support at key moments

Key Finding

It has been such a pleasure working with PH1 on this project. During such a busy time for our team, it has been so incredibly helpful to partner with you on this. You brought so much value to the team and we enjoyed being on this adventure with you.