“We did a lot of user research to understand what kinds of information did people need? What did they want? How should it best be presented so that it would be as useful as possible? That user-based research is really a cornerstone of the way that we try to attack problems here.” In today’s Comfort’s Corner episode, we hear from David Gerstle, Chief Digital Officer at MBTA, a messaging minute from Elea Carey on focusing your transit service as a mobility utility, and a new Mike’s Minute on the great leadership showcased in the transit industry. Plus, Paul Comfort provides an inside look of his new children’s book!  David Gerstle, Chief Digital Officer at MBTA, provides an overview of his career, what brought him to MBTA (the T), and the projects his team is working on to help empower their transit riders and enhance the customer experience. As a team they have a product mindset and a focus on data-driven decisions to find the best way to serve the community. This is exemplified in the recent launch of their bus-crowding initiative.