Entro at Mpact 2025: Psychology and the Future of Transit
At Entro, we believe experiences matter. We bring research-driven insights to the challenges our clients face—whether navigating complex transit systems, moving through public spaces, or connecting communities. Transit is not just about getting from A to B; it’s about creating environments that are safe, intuitive, and human-centered.
For more than three decades, Entro has helped cities and agencies design wayfinding systems that make journeys easier and more inclusive. By combining strategy, design, and behavioral research, we reimagine how people experience public environments. When designed with empathy and data evidence, transit systems not only reduce friction but also build trust and accessibility for all riders.
The Event
This October, Vedran Dzebic, Research Director at Entro, will speak at Mpact Transit + Community 2025 in Seattle. The session, “A Neuroscientist, Engineer and Planner Meet at a Transit Hub . . .”, takes place on Wednesday, October 29, from 8:30–10:00 AM PT, in Broadway I&II (Plaza Level).
Vedran will be joined by leaders from TriMet and BART, alongside moderator Jenny Wang of VHB, to explore how neuroscience and psychology can inform the design of transit environments. Expect candid lessons from real-world projects, including how 20+ agencies collaborated to create seamless regional wayfinding, and how rethinking conflict-heavy hubs can make journeys safer and more accessible for riders of all abilities.
Why This Matters
Transit agencies worldwide are grappling with how to create seamless, equitable journeys in an era of shifting expectations, diverse ridership, and new technologies. Designing for behavior and cognition, not just infrastructure has never been more urgent.
Entro was invited to contribute to this conversation because of our longstanding commitment to understanding how people navigate complex environments. Vedran’s expertise at the intersection of neuroscience and design provides a unique lens on how transit systems can better serve their riders.
This is also a continuation of our relationship with Mpact—Vedran previously presented “The Power of Place” at their 2023 event. Their renewed invitation reflects Mpact’s recognition that our research-driven perspective brings value to both transit professionals and the communities they serve.
Shaping the Rider Experience
By blending neuroscience, psychology, and experiential design, Entro is helping shape the future of transit environments. We remain committed to advancing thought leadership in the built environment and to ensuring that every rider’s journey is intuitive, safe, and enriching.
Vedran’s work sits at the intersection of cognitive neuroscience and experiential design. Through the use of innovative techniques and technologies such as virtual reality, computer vision and machine learning, he explores how the physical environment shapes how we think, feel, and behave. His expertise ranges from the study of visual complexity within urban environments to biophilic design to the role of emerging technologies in shaping how we think about our surroundings.
