At 3 a.m. on a chilly Friday morning, Francis Oduro stood in a long queue at the State Transport Corporation (STC) station in Accra. He hadn’t planned for this. Days earlier, Francis, a young IT consultant traveling to Kumasi for a client meeting, had tried to book his ticket online to avoid the stress of in-person ticketing.
“I had heard about their digital ticketing system and thought, why not try it? But the website just kept crashing,” he explained.
Frustrated but still hopeful, he decided to try booking through the STC app instead. However, as an iPhone user, his hopes were dashed when he realized the app was only available on Google Play for Android users.
“That’s when I realized the system wasn’t built for everyone. How do you create a service that excludes a whole group of users?” he wondered.
Left with no other choice, Francis decided to wake up early and buy his ticket at the station, hoping to beat the crowds.
Francis says by the time he arrived at the station, he was met with an overwhelming queue of frustrated travelers. After hours of waiting with no progress, he reluctantly abandoned his plans and opted for a roadside bus, vowing not to use STC services again until they resolved these digital inefficiencies.
“I felt deeply frustrated and disappointed. The digital ticketing system, which was supposed to make things easier, only added unnecessary stress to my journey. I’ve decided not to use STC services again unless they address these issues and ensure that their digital platforms actually work and are accessible to everyone. Otherwise, what’s the point?
Francis’s experience with the STC’s digital ticketing system is not unique. Even Nana Yaw Amissah an Android Phone user and a frequent traveler who relies on intercity buses, shared his own struggles.
For him, the issue wasn’t about accessing the system but being stuck in an endless loop of errors.
“I downloaded the app because I thought it would make things easier and save me time,” Nana Yaw explained. “But every time I tried to book a ticket, I’d go through the entire process, select my seat, and just when I thought I was done, the system would freeze or show an error message. It happened more than once.”
“At first, I thought it might be a network issue on my end, but after trying multiple times on different days, I realized the problem was with the app itself,” he says.
“Honestly, it feels like the digital system is more difficult than buying from the Bus station. It’s frustrating. I waste more time than I would if I just queued up at the station in the first place. I hope they would work on their website and the App so that we can use it without an issue,” he says.
Unlike Francis, who couldn’t use the app at all due to compatibility issues, Nana Yaw’s frustration stemmed from a system that teased him with partial functionality but failed to deliver.
The challenges faced by Francis and Yaw is a microcosm of the broader struggles faced by travelers in Ghana who rely on public transportation services specificallyIntercity STC Coaches Limited, a leading transport company which integrated online sale of tickets in June 2016.
The State of Ghana’s Public Transport System
Ghana’s transportation sector is gradually embracing digital ticketing systems to enhance efficiency and modernize its operations. This transition aligns with the government’s broader digitalization agenda, which seeks to integrate technology across various sectors to improve service delivery, reduce corruption, and enhance transparency.
For many, digital ticketing was supposed to be a step forward offering convenience, speed, and less stress. But for Francis and countless others, the reality has been quite the opposite.
Digital ticketing systems, such as STC’s, were introduced to streamline the travel experience, reduce queues, and allow customers to book tickets from the comfort of their homes. However, technical glitches, poor design, and limited accessibility undermine these benefits.
The State Transport Corporation (STC), officially known as Intercity STC Coaches Limited, is a Ghanaian state-owned transport company which was introduced to provide bus services for intercity and international travel, courier services, and other logistics-related offerings.
Over the years, it evolved into a key player in Ghana’s public transportation sector.The company’s services are tailored to provide safe, reliable, and comfortable travel experiences.
However, for travelers, who often navigate a system that remains largely manual and chaotic, the promised benefits of digital ticketing may feel out of reach.
System Infrastructure and Stability Issues
Dr. Stephen Agyemang, a senior lecture at the Department of Civil Engineering at Sunyani Technical University, identified critical flaws in the system. “Digital platforms require robust infrastructure, both hardware and software. Without stable internet connectivity and user-friendly designs, customers become frustrated,” he explained.
The absence of real-time updates on bus schedules, delays, or cancellations has frustrated customers.
Dr. Agyemang emphasized, “Real-time updates are essential for maintaining customer trust and ensuring a seamless travel experience. A customer left uninformed about changes is likely to lose faith in the system.”
Digital Inclusion and Equity
Another significant concern is the platform’s exclusivity to Android devices, sidelining iPhone users and those without smartphones.
Dr. Agyemang emphasized the importance of extending the platform to iPhone users: “Expanding the platform to include iOS ensures equitable access for all smartphone users and prevents alienating a growing and influential segment of customers.” By creating a version of the app for Apple devices, STC can tap into a demographic that is likely to favor premium services such as theirs.
For users without smartphones or internet access, Dr. Agyemang recommended introducing Unstructured Supplementary Service Data (USSD) technology.
He explained,“USSD codes are a game-changer in markets like Ghana, where not everyone has access to a smartphone. By allowing users with basic phones to book tickets through a simple process, STC can reach a wider audience and make its services more inclusive.”
Staff Training and Customer Education
A lack of technical training for STC staff has further hindered the platform’s success.
Dr. Agyemang said, “Staff often lacks the skills to assist customers with digital bookings, which discourages adoption. Continuous training programs are critical to bridging this gap.” Additionally, customers are often unaware of how to navigate the platform effectively, necessitating more user education initiatives.
These campaigns, he advised could include user-friendly tutorials, demonstrations, and targeted outreach to rural areas to minimize apprehensions about using digital services.
To address these challenges and make the system better, Dr. Agyemang suggested the need for public-private partnership to improve infrastructure and technology for transportation services for STC.
Inadequate user-focused design
Mr. Yaw Antwi Owusu, a Digital Expert who spoke to this reporter said one of the major flaws in STC’s digital ticketing platform is a lack of user-focused design.
“Building a well-designed platform starts with understanding the users’ needs and the problems you aim to solve. Without thorough research during the initial stages, it’s easy to create a system that doesn’t address users’ real challenges,” he explained.
Mr.Owusu emphasized that the technical team must ensure the platform is accessible, secure, and reliable.
One glaring issue with STC’s platform is its failure to be inclusive. The Android-only app alienates iPhone users, while the absence of USSD functionality excludes customers without access to smartphones.
“Public sector organizations like STC should lead by example in ensuring digital inclusivity.By building platforms accessible across multiple ecosystems, such as iOS, Android, and USSD, STC could increase its user base and improve customer satisfaction,” he indicated.
Mr. Owusu pointed out the risks of limited accessibility. “If I don’t use an Android phone, it essentially means I can’t book a ticket. This approach alienates customers, reduces revenue potential, and creates an overall poor user experience.”
Tackling Technical Challenges
The expert also discussed technical measures that could improve the platform’s performance. One suggestion was upgrading the platform’s server infrastructure to reduce web crashes and app failures.
“Modern servers and efficient data handling can minimize downtimes and ensure a seamless experience for users. Persisting data locally, for instance, could reduce the number of server calls, easing pressure on the system,” he noted.
Leveraging Customer Feedback
Another critical aspect of improving STC’s platform is gathering and acting on customer feedback. He described customer feedback as “free knowledge” that can guide platform improvements.
“There’s a concept called co-creation, where platforms are built with input from users. This approach ensures the final product truly meets their needs,” the expert said.
He recommended establishing accessible feedback mechanisms, such as online forms or a dedicated support team, and conducting regular surveys to identify areas for improvement.
A Call for Improvement
While STC’s digital ticketing initiative is a step in the right direction, He said its current limitations highlight the need for better planning and execution.
“To regain public trust and fulfill its mandate, STC must prioritize user-centered design, inclusivity, and robust technical infrastructure,” he concluded.
Until these are addressed, people like Francis and Yaw who rely on public transportation services specifically Intercity STC Coaches will continue to face challenges.
