Auckland Transport Cycle Wayfinding

Tasked with the brief of ‘creating positive mode shift through improved customer experience for people on bikes', Maynard employed empathy interviews and on-path observations to uncover the greatest barriers to cycle uptake. This process defined a target cohort of ‘cycle considerers’: those who had the means and interest to cycle and were most likely to change their existing behaviours. A deeper understanding of their need for freedom and safety, together with a focus on experiential offers to motivate cycling, produced key insights on the importance of a ‘a great first ride’ across the total cycle journey.

The solution redefined cycle wayfinding as more than navigation— it became a tool for awareness, validation, and experience. Through stakeholder workshops, testing, and international research, the team moved beyond a purely functional system to one grounded in experience. Each element plays multiple roles: building awareness, supporting journey planning, and simplifying on-route navigation. A breakthrough came with the trial of illustrated maps— transforming them from purely functional tools into invitations to explore, with joyful surprises like beaches and ice cream. This sparked curiosity and encouraged riders to go further. Cycling became not just accessible, but desirable.

As transport priorities evolve to meet climate challenges, Auckland Transport aims to encourage more people to choose cycling. Improved wayfinding and network information are key levers in this shift. While significant cycle infrastructure has been built over the past decade, wayfinding provides the consistent glue that connects it into a usable, understandable network. Cycle tourism is also a growing opportunity, supporting Auckland’s goals to boost local economies and promote sustainable, active transport. Beyond environmental and economic impact, the system celebrates te reo Māori. Wayfinding touchpoints elevate indigenous placenames and create opportunities for people to learn the language as they ride.

Key outcomes of the research and development include: Cycle parking: Designed as a modular, easy-to-install suite, the parking repurposes existing car spaces to support bike travel. Strategically placed for passive surveillance and linked to community services like Bike Hubs, it integrates journey-planning maps and promotes everyday visibility of cycling. Beacons: Station beacons were reimagined to support mixed-modal journeys. The new design integrates modular panels for wayfinding and mapping, creating clear connections between cycling and public transport while boosting the visibility and potential of bike-to-train travel. Wayfinding Signage: The suite prioritises visibility within a rider’s cone of vision. Using information hierarchy principles, it delivers succinct content at pace, with additional detail available when stopped or slowed. Destinations prioritise experiences and landmarks, moving away from a car-centric focus. Route identities are a key feature for hero rides—such as the City Centre Loop, where a clear identity connects beacons, signage, and ground markings into a cohesive experience. Maps: The maps balance safety and exploration— making perceived-safe infrastructure easy to identify, while encouraging experience-led journeys. Inspired by the rigour of underground maps, yet honest to the ‘wiggle-woggle’ reality of cycling, they support confidence and curiosity across the network.