Welcome to Accessible Travel with West Midlands Rail

Get Clear Station Information in British Sign Language (BSL)

Planning a train journey? We’re here to make it easier, and more accessible. With support from access-WMT.co.uk, West Midlands Rail now offers British Sign Language (BSL) support at selected stations sing the InSignLanguage Avatar. That means you can get essential station information signed in BSL, right on your phone.

What You’ll Find:

Step-by-step station layouts, lifts, toilets, ticket office locations.

Information about accessible entrances and help points.

BSL guidance on how to get support before, during, and after your journey.

As well as the availibility of qualified interpreters, who can contact West Midlands Rail’s customer service directly on your behalf.

Serviced from the following stations

1. Telford Central

2. Smethwick Galton Bridge

3. Wellington

4. Shifnal

5. Wolverhampton

No More Barriers. Just Travel.

Passengers don’t need to rely on spoken announcements or printed signs. Just scan the QR code at the station or visit access-WMT.co.uk to see your station’s information in BSL — anytime, anywhere.

And once they are in? They might discover a few bonus features too…

Beginning on May 15, 2025 the solution is licensed until November 30, 2025.

3-D Animated Avatar Heather,

presents directions in British Sign Language

Navigate to the Train Station Home Pages

Smethwick Galton Bridge

Wellington

Shifnal

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

Wolverhampton Train Station

See Wolverhampton's Central Station's Home Page

Scan the QR Code with your smartphone for the Wolverhampton Train 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.

Download QR Codes

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.

Go to Milestones

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.

Access VRS

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.

Access 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 a Funnel

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.