LIBRARY ON THE GO

Challenge: Give New Yorkers enduring delays and overcrowding in an outdated subway system a positive experience that would make them feel appreciated. 

Campaign: After mapping the customer experience to identify pain points, stress factors like “email burn-out” and opportunities to delight with the elements of surprise and discovery, we partnered with New York Public Library publishers to transform ordinary subway cars into on-the-go “libraries,” filled with beautiful bookshelf designs, plus plenty of curated books and short stories available to download and read using the subway’s free WiFi.

Results: With funding for Capital Improvements increasingly hard to come by, New York’s MTA was able to utilize its intimate understanding of the customer journey to create positive and memorable rider experiences that improved customer satisfaction and enhanced their brand.