Metro Trains
Clear disruption communications are not just operational. They shape trust. As part of Metro Trains Melbourne’s Major Projects division, Looped-in Founder Rachel Abad led passenger disruption communications across multiple concurrent infrastructure upgrades, ensuring passengers could navigate service changes with confidence even during sustained periods of disruption.
Delivered by Rachel Abad, in-house at Metro Trains Melbourne.
The project.
The challengeMultiple major rail projects were being delivered simultaneously across the network, resulting in prolonged service changes, closures, and alternative transport arrangements. Passenger frustration was increasing, and communications needed to remain clear, consistent, and actionable across an extended disruption period.
The insightPassengers were not confused because there was not enough information. They were fatigued by constant change. What mattered most was consistency, clarity, and immediate usability. Communications had to prioritise simple journey alternatives, clear detours, and wayfinding that could be understood quickly in real time rather than long explanatory messaging.
Strategic approachA passenger-centric communications approach was implemented, prioritising clear alternative journey instructions, simplified service change messaging, and consistent visual wayfinding across digital platforms, station environments, and on-ground communications. Messaging frameworks ensured passengers could quickly understand what had changed, what to do next, and how to complete their journey with minimal friction.
The impactPassenger communications that reduced confusion during prolonged disruption periods and supported smoother network transitions during major infrastructure works.
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