One way to systematically identify customer pain points is to do what's called Journey Mapping. This involves thinking about every stage of a transit's customer's journey from planning their trip to the "last mile" egress to their destination. For each stage we ask ourselves what do customers see, what do they hear, what do they smell, and what do they feel. This helps us identify the pain points we need to remedy to make it a great experience. We also think about the diverse