This paper presents findings from a recent study on roadway design preferences among pedestrians, drivers, bicyclists, and public transit users along a major urban corridor in the East San Francisco Bay Area. Sponsored by the California DOT, the research focused on exploring design preferences that could increase perceived traffic safety, walkability, bikability, and economic vitality along urban arterials. Results from an intercept survey showed that all user groups desire similar roadway design features along the test corridor, which carries 25,000-30,000 motorists bi-directionally...