Moving from one place to another using public transportation was a process controlled by people who lived in Cali (Colombia), it was enough to ask someone who knows the city, if he didn´t know how, there was always someone who knew. The oral tradition is used to indicate how to get around the city using public transportation. This knowledge is transferred from adults to young people and it was like that for a long time. The transformation made by the incursion of modern transport systems, which based their planning and organization structure on routines based on researches in information technology and visual communication design, this became a big change it gave autonomy and efficiency. However, the transition was abrupt, we pass from the oral tradition to google maps inclusively faster than the typewriter to the computer. How can we prepare for the incorporation of new logics in the way we use to transport and control new information flows?

1. IIID
IIID, 7th Traffic & Transport Information Systems
The world's leading event in the field.
6 - 7 September 2012, Pölten / Austria
00/34

2. Information designs as a
mediator in the transitions
of oral information to digital
information on public transport.
By, Dr(c) Mario Fernando Uribe O. IIID, 7th Traffic & Transport Information Systems
Memeber of : Autónoma de Occidente University, The world's leading event in the field.
Graphic Comunication Design,
Research Group. 6 - 7 September 2012, Pölten / Austria
Research Line: Visual Enviroment.
01/34

3. Topics
1. Background.
2. The problem.
4. The Solution.
5. Critics to the project management and its implementation.
6. Corrections and proposals for a new project, guidelines.
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
02/34

4. 1. Background
Sur América / Colombia / Valle del Cauca / Cali
Area: 564 km²
Temperature: 24º
Foundation: July, 25 / Year 1.536
Poblation: 2.244.639 inhavit
Density: 4.096,8 hab./km²
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
03/34

5. 1. Background
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
04/34

6. 1. Background
1.400.000 passengers for day.
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
05/34

7. 1. Background
Old colective transport system
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
06/34

8. 1. Background
New alternative, transport system BRT
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
07/34

9. 1. Background
Transformating the service
?
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
08/34

10. 1. Background
Service Changes
Old Routine New Routine
Get outsite street and Wait Schedule time.
until you identify the bus. Go to the station or bus stop.
Stop the bus by showing Plan your trip.
your hand. Make transfers.
Confirmation
Bording bus.
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
09/34

11. 1. Background
Service changes / Old routine
Identification, by colors
Wite / Black Blue / Cream
(Blanco y Negro) (Azul / Crema)
Yelow / Cream Red / Gray
(Amarillo / Crema) (Rojo y gris)
Green / Silver Papagayo
(Verde / Plateada) (Papagayo)
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
10/34

12. 1. Background
Identification / Old Routine
Code generation
Color Name Number
+ Yelow / Cream
(Amarillo / Crema) + Route
1-7 = Code
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
11/34

13. 1. Background
Identification / Old Routine
Visual elements for identification / Code
Name
Yelow / Cream
(Amarillo / Crema)
Color
Number
Route
+ Route
1-7
1-7
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
12/34

14. 1. Background
Identification / Old Rutine
Visual elements for identification / Routes
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
13/34

15. 1. Background
Identification / Old Rutine
Visual elements for identification / Route (on Detail)
0.50 cm
SAMECO
L
A CALIMA
Alf. LOPEZ 0.60 cm
Pto. RELLENA
UNICENTRO
LOS CHORROS
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
14/34

16. 1. Background
Identification / Old ROutine
Visual elements for identification / Decide
SAMECO
L
A CALIMA
Alf. LOPEZ 50 / 60 Km/h
Pto. RELLENA
UNICENTRO
LOS CHORROS
0,50 mts
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
15/34

17. 1. Background
Identification / Old Routine
Visual elements for identification / Routes
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
16/34

18. 1. Background
Identification / Old Routine
Visual elements for identification / Routes
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
17/34

19. 1. Background
The process
1. Identification
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
18/34

20. 1. Background
The process
2. Stop the bus by showing the hand
a b c
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
19/34

21. 1. Background
The process
3. Confirmation/ Ask driver
a b c
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
20/34

22. 1. Background
The process
4. Bording bus
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
21/34

23. 2. The problem
Aspects for changing the service in Cali
?
Over-supply, growing demand,
The "penny war",
Transportation timing
Poor quality in general
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
22/34

24. 2. The problem
The new alternative
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
23/34

25. 2. The problem
The new alternative, Bus Rapid Transit (BRT)
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
24/34

26. 2. The problem
The new routine
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
25/34

27. 2. The problem
The new routine
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
26/34

28. 3. The solution
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
27/34

29. 3. The solution
Creating a semiotic platformes
a b c d
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
28/34

30. 4. Critics to the project management
and its implementation
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
29/34

31. 4. Critics to the project management
and its implementation / The Map
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
30/34

32. 4. Critics to the project management
and its implementation / The Map
Complex generation code
Service type Origin / Destiny Optional Lether Example Code
EExpreso
(Express / 31 E31
TTroncal)
(Troncal / 31 A, B, C T31
A
(Feeder / Alimentador) 19 A19A
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
31/34

33. 5. Corrections and proposals
for a new project, guidelines
Information designs as a mediator in the transitions of By, Dr(c) Mario Fernando Uribe O.
Memeber of : Autónoma de Occidente University,
oral information to digital information on public transport. Graphic Comunication Design, Research Group.
IIID, 7th Traffic & Transport Information Systems Research Line: Visual Enviroment.
32/34

34. Thank you.
By, Dr(c) Mario Fernando Uribe O
Memeber of : Autónoma de Occidente University,
Graphic Comunication Design, Research Group.
Research Line: Visual Enviroment.
e mail: muribe@uao.edu.co / mafo.uribe@gmail.com
twitter: @MafoUribe
www.mafouribe.com
IIID
IIID, 7th Traffic & Transport Information Systems
The world's leading event in the field.
6 - 7 September 2012, Pölten / Austria
33/34

35. IIID
IIID, 7th Traffic & Transport Information Systems
The world's leading event in the field.
6 - 7 September 2012, Pölten / Austria
00/34