alt Hacker NewsThere's an intimidation factor that a lot of Americans won't quickly admit to when it comes to taking the bus. They don't know if they can tap with their phone to pay, if they need cash, if they can use change, if they need exact cash/change, if they need a specific transit card etc. They don't know the etiquette for asking to get off the bus and sometimes it varies by bus design. They don't know the routes or the time schedules and find it confusing and overwhelming and often have a low tolerance for the embarrassment that can come with publicly learning something.
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It's the same in Europe. There are many car drivers who would never admit that, but they just don't want to leave their comfort zone and learn how to use public transport. But when asked they will say stuff like "well, we live a bit outside the city", or "now with kids you basically need a car".
Yes. As long as we're looking for relatively easy or cheap improvements, I believe that UX is a huge one. Buses have a long tradition of user-hostile design. "Exact change only", unhelpful and condescending and impatient drivers, unwritten etiquette rules, and everything else you listed.
It has always baffled me why they make it so hard for first-time users in particular. Sure, they mostly care about the regular customers who make up 99% of their passengers, but everyone has to be a first-timer before they can be a long-timer. It's not just UX papercuts, the experience seems designed to be maximally hostile. Is it because one more marginal person is a little more delay, a little more crowding, etc? It feels like there are perverse incentives at work.