Motivations

• Cost savings over owning a car.

• Access to jobs, education, groceries, healthcare, and social activities.

• Maintaining independence despite physical or financial limitations.

• Reducing reliance on friends and family for rides.

Concerns 

• Safety while using public transit.

• Inconsistent or limited routes and schedules, especially in rural areas.

• Inconveniencing others for rides.

• Potential barriers due to physical, mental, or developmental disabilities.

Behaviors & Characteristics

• Rely on public transportation, walking, or rides from friends and family.

• May skip or delay trips due to lack of reliable transportation.

• Higher likelihood of being younger, female, lower income, and renters.

• Most common modes are buses, trains, and walking.

• Would like to see more affordable car costs and improved transit routes. 

Persona #1

Profile

• Ethel, 72, a retired postal worker living in Garfield County.

Occupation

• Retired

Key Interests

• Gardening, grandchildren, and movies.

Motivation

• Needs to reach medical appointments, groceries, and social activities while managing health issues.

Concerns

• Struggles to reach essential services because of mobility challenges and inconsistent public transit schedules, often relying on friends and family for rides

Messaging Angle

• Highlight how transit can reduce her dependence on family and friends by providing convenient access to healthcare and recreational activities.

Persona #2

Profile

• Lisa, 29, a single mother of two living in Spokane.

Occupation

• Part-time cashier. 

Key Interests

• Cooking, spending time with family, and fitness.

Motivation

• Needs public transit to access work, groceries, and her kids' school and activities.

Concerns

• Finds it difficult to depend on transit schedules while balancing work and parenting duties. Often worries about the safety of her children on public transit.

Messaging Angle

• Illustrate how transit services can offer Lisa reliable and safe transportation, helping her juggle work and family responsibilities.

Persona #3

Profile

• Ahmad, 35, recently moved to Yakima from Jordan.

Occupation

• Full-time maintenance worker.

Key Interests

• Learning English, socializing with family, and sports.

Motivation

• Relies on public transit to access work, attend English classes, and find social opportunities. 

Concerns

• Faces challenges navigating transit systems and is unsure if public transit can adequately serve his schedule.

Messaging Angle

• Emphasize how transit can help Ahmad navigate his new community and achieve his goals through accessible and reliable routes.

Persona #4

Profile

• Jessica, 22, living with her parents in Snohomish.

Occupation

• Recent college graduate, looking for work.

Key Interests

• Writing, music, socializing with friends. 

Motivation

• Needs to reach medical appointments and social activities independently while managing mobility and cognitive challenges.

Concerns

• Struggles with unreliable transit routes, making it difficult to access work and appointments without relying on her parents.

Messaging Angle

• Show how dependable transit routes could empower Jessica to pursue her career and social goals without depending on her parents.

Persona #5

Profile

• Carlos, 28, lives in Seattle and doesn't own a car.

Occupation

• Freelance designer

Key Interests

• Music, technology, and hiking.

Motivation

• Uses transit to access work, meet clients, and explore the city. Prefers it over owning a car due to the high costs.

Concerns

• Faces challenges with inconsistent bus routes and long travel times, often missing meetings and appointments.

Messaging Angle

• Highlight how transit can offer Carlos reliable access to his clients, work, and entertainment while saving money on car-related expenses.

Motivations

• Flexible and quick travel using personal vehicles.

• Supporting community and family members who need transit.

• Helping people access necessary services, even if they don't need it personally.

Concerns 

• Uncertain if transit will align with their preferred schedules.

• Doubtful of transit's reliability, safety, and convenience.

• Worries about long travel times and inconvenience.

Behaviors & Characteristics

• Predominantly older adults who have vehicles and driver's licenses.

• Drive regularly for work, school runs, errands, and social activities.

• Use cars for flexibility and convenience.

• Prefer transit options that complement their lifestyles, saving time or offering cost-effective alternatives.

Persona #1

Profile

• Maria, 38, a mother of two living in a small urban area in the Tri-Cities. 

Occupation

• Project manager at a local nonprofit

Key Interests

• Family activities, personal development, community involvement 

Motivation

• Enjoys driving for its flexibility and often needs to carry kids’ gear, sporting equipment, groceries, and other essentials in her car. While she doubts transit is the best fit for her family's current needs, she recognizes its potential benefits for her community, such as helping people reach work, school, and essential services.

Concerns

• Worried about the safety and reliability of transit for herself and children.

Messaging Angle

• Highlight stories of how transit supports the community by providing access to educational and recreational opportunities and helping people save on transportation costs. Share reassuring examples of safety measures and protocols that make transit a trusted option for local families, even if Maria herself remains unsure about using it personally.

Persona #2

Profile

• Susan, 59, a retired nurse living in Spokane.

Occupation

• Retired

Key Interests

• Gardening, knitting, volunteering, spending time with their family and friends. 

Motivation

• Wants to support her community by encouraging transit access for her elderly neighbors, friends, and those with health/medical needs.

Concerns

• Feels transit is not convenient for her errands and leisure activities. Unsure if public transit can offer sufficient safety and comfort for older adults.

Messaging Angle

• Emphasize how public transit can support her community's well-being by providing crucial access to healthcare, social activities, and reliable service for her elderly friends and neighbors.

Persona #3

Profile

• Alex, 32, lives in a Seattle suburb and commutes to work in the downtown area. 

Occupation

• Marketing professional at a tech startup. 

Key Interests

• Technology, fitness, city life

Motivation

• Find the convenience and cost savings of transit appealing but is unsure if it would save time over driving. 

Concerns

• Worries about the inconsistent schedules and potential delays affecting punctuality. 

Messaging Angle

• Showcase stories of how transit helps other professionals like Alex be more productive and stress-free by reducing commute times and supporting work-life rhythm.

Persona #4

Profile

• Jordan, 21, a college student in his third year studying at Centralia College

Occupation

• Full-time student, part-time barista

Key Interests

• Socializing, fitness, gaming

Motivation

• Likes the idea of using transit to save money and minimize environmental impact but questions if it aligns with his active schedule.

Concerns

• Feels that transit options may not accommodate late-night study sessions or outings with friends.

Messaging Angle

• Illustrate how transit provides convenient access to resources, campus events, and recreational activities as an affordable option for Jordan and his friends. Highlight how other students like him have successfully balanced their active schedules while using transit.

Persona #5

Profile

• Bill, 66, recent retiree living in Yakima

Occupation

• Retired engineer

Key Interests

• Traveling, volunteering, attending local events, and spending time with his family.

Motivation

• Curious about exploring nearby cities and attractions but unsure how to navigate local transit systems

Concerns

• Feels that transit may not offer the routes and schedules that align with his preferred destinations and timing.

Messaging Angle

• Share stories of how transit can offer retirees like Bill the freedom to explore new opportunities without the hassle of driving, while providing a convenient, flexible, and community-oriented travel option that allows him to enjoy his retirement to the fullest.