West Midlands Trains Wayfinding Trial

The Challenge

Navigating busy train stations can be a daunting task for many passengers, particularly for Deaf individuals or those with limited English proficiency. Despite advancements in accessibility, there remains a significant gap in providing inclusive wayfinding solutions tailored to the needs of diverse users. This gap not only impacts passenger satisfaction but also reflects a missed opportunity for train operators to lead in accessibility innovation.

The InSign Wayfinding Solution

InSign is proud to present an innovative and pioneering solution to improve accessibility for train passengers travelling on the West Midland Trains network.

This project is planned as a 6-month trial to deploying the InSign AI Wayfinding Solution across the following stations on the West Midlands Trains network:

1. Telford Central

2. Smethwick Galton Bridge

3. Wellington

4. Shifnal

5. Wolverhampton

This trial is designed to enhance passenger experience by providing clear, accessible directions in British Sign Language (BSL) and written form.

Beginning on April 1, 2025 the solution will be licensed until September 30, 2025. The trial was originally proposed on the terms in the link below.

The Trial Proposal

3-D Animated Avatar Heather,

presents directions in British Sign Language

BSL Wayfinding Solution and Support for Deaf Passengers

Our solution leverages the latest in AI and BSL translation technology to provide clear, accessible "in-station" directions for Deaf passengers.

The site links for routes can be scanned on mobile phones using digital QR codes. These codes can be displayed at key points within each station and offer the features described in the Wayfinding Solution, below.

See Telford Central Station's Home Page

Scan the QR Code with your smartphone for the Telford Central Station Car Park Landing Page

Wayfinding Solution Features

Customisable Directions

Covering up to 500 routes, determined in collaboration with your team.

BSL Support

Directions are delivered in British Sign Language, accommodating Deaf passenger needs and language preferences.

Simple Access

QR codes can be scanned with a mobile phone and ensure ease of use, requiring no additional hardware or software installation.

Project Services and Delivery

Implementation

Directions and visuals presented in BSL, optimised for mobile users, scanning QR codes.

QR codes will be displayed prominently at all locations that have routes, such as at entrances, platforms, ticket counters, and information boards.

Project Domain

The project delivery is based on providing a dedicated website attached to a single, independent and unique domain that will be used solely for the purposes of this trial project.

Interpreter Support

End-user access to BSL Interpreters and Customer Support staff.

If a passenger encounters a problem that surpasses the capacity of the provided AI solution, a human interpreter can be called to connect with a station manager and ask for help.

Analytics and Reports

Google Analytics allows seamless access and management transfer to your marketing and analytics teams, providing maximum efficiency and giving WMT users full access to project relevant information.

Google Analytics enhances this functionality by offering both real-time and historical reports.

Project Site

The central hub, providing access to wayfinding instructions, tracking user engagement through QR codes, and delivering promotional and informational content.

The website will provide users with a streamlined, intuitive experience while enabling effortless implementation, delivery, and integration of marketing and analytical tools.

Go To Site

Marketing

The support includes digital assets, online marketing material & campaigns and will work with West Midlands Trains on marketing projects.

We can help you to launch and track those marketing activities by providing a marketing plan tailored to raise awareness about the wayfinding solution and encourage its adoption.