DOT is a collaboration of the Danish public transportation companies DSB, Movia and Metroselskabet focusing on Copenhagen and Zealand. DOT has a constant focus on improving the customer experience and is currently working to strengthen the dialogue with customers. Therefore DOT wanted to gain deep insights into the customers’ needs for information and communication with DOT and how to improve it.


Maple used a variety of methods to gain customer insights. We carried out in-depth interviews, focus group interviews, observations and destination interviews on selected stations. We joined customers on their journey with public transport, and to quantify the results we did an online survey with more than 1000 respondents.


The study gave DOT insights into the customer journey as well as their information needs along the way. We provided DOT with recommendations on how to prioritize and develop information channels and content in line with the customers’ needs and expectations.