Overview
The intersection at PB and A in Belleville, WI, has a history of accidents. This also includes multiple instances of cars striking a nearby building. Speeding is a prevalent issue, and the road design may contribute to driver confusion and unsafe conditions. Residents and frequent drivers have voiced concerns about safety, but there has been a lack of clear solutions to address these risks.
CASE study goal
The goal of this project is to investigate the primary causes of safety risks at the PB and A intersection using UX research methods, and to develop design solutions that enhance safety, reduce accidents, and improve overall usability for drivers.
user Observations
Facebook Comments from a post about an accident on October 3rd, 2024:
"How many accidents need to happen at this intersection before they finally do something that actually makes it safer? Reducing the speed limit is clearly not enough."
"At least they didn’t hit that house right there, AGAIN."
"They need to fix that intersection. They changed the speed limit to 45 mph but very few people even notice that our abide by it."
"Every year this spot has at least one bad accident!! It was never this bad before they had to redo the intersection. If you are on Hwy A headed east it’s really hard to look to the right for oncoming traffic since they put a curb in the middle of the damn road. Need to make some changes…"
Intersection perspectives:
East County Rd A
West County Rd A
Accident examples:
Accident from October 4th, 2023
MADISON, Wis. (WMTV) -
"One person was taken to the hospital after a semi hauling up to 5,000 gallons of mixed fuel collided with an SUV Wednesday morning in Dane County, officials reported.
A witness and on-board vehicle notifications informed 911 dispatchers about the crash, which happened around 10:40 a.m. on County Highway PB and County Highway A, in the Town of Montrose."
Accident from October 3rd, 2024:
Belleville WI Volunteer Fire Department Statement -
"At approximately 5:20am today Fire and Belleville Area EMS along with Verona Police and Dane County Sheriff’s Office responded to the intersection of Hwy PB and Hwy A for a reported two vehicle crash.
Both vehicles sustained damages resulting in both vehicles being towed from the scene. Minor injuries were reported and both drivers were checked out by medical staff."
Accident Statistics:
There has been a total of 16 accidents from the years 2023 to 2026
It has been 10 years since the intersection has gone without an accident.
number Accidents each year from 2026-2016:
2016 - 0
2017 - 1
2018 - 2
2019 - 1
2020 - 3
2021 - 5
2022 - 2
2023 - 6
2024 - 3 (55mph speed limit reduced to 45mph)
2025 - 5
2026 - 2 (so far)
Source:
“Community Maps - Traffic Safety for Wisconsin.” Community Maps - Crash, transportal.cee.wisc.edu/partners/community-maps/crash/search/BasicSearch.do. Accessed 7 Apr. 2026.
Attempted solutions for intersection:
In 2024 the speed approaching the intersection was reduced from 55 mph to 45 MPH.
There is evidence this solution is ineffective because of the of number of accidents (7) that still occurred following the speed change.
Pain points of the Highway PB and county Rd A Intersection:
Speeding issues – Cars don’t slow down.
Accident history – A building has been hit twice, and multiple other accidents have occurred.
Poor visibility – Multiple blind spots.
Confusing road design – Angle makes drivers unable to accurately time their next move with other cars.
Current User Flows
Poor Visibility - Buildings, curves, or other obstructions may make it difficult to see oncoming traffic.
Speeding Vehicles - Many drivers may not reduce speed when approaching the intersection, increasing the risk of collisions.
Frequent Near-Misses & Accidents - The history of crashes, including vehicles hitting a near building, highlights the danger.
Interview with a local resident:
I talked with a resident that lives near the intersection. She expressed that she gets stressed driving HWY PB and CNTY RD A. As a frequent user she wants a solution because of her knowledge that there are several accidents a year at this location. The user believes that a roundabout could be a valuable solution.
Direct Quotes
"I use PB & A often. I notice a lot of speeding, mostly during rush hour. I try to avoid it at those times."
"The angle of the intersection and signage on the road causes blind spots when trying to navigate the intersection. That in combination with cars speeding put a lot of drivers in a dangerous situation."
Defining the problem
The intersection at PB and A in Belleville, WI, presents safety risks due to
unclear signage, a lack of designated turn lanes, and frequent speeding.
unclear signage, a lack of designated turn lanes, and frequent speeding.
My solution ideation:
Roundabout – Improves traffic flow and safety by reducing high-speed and right-angle collisions. Encourages slower, continuous movement.
Traffic Signals – Provides clear right-of-way guidance, reducing confusion and accidents. Can be sensor-optimized for traffic flow.
Intersection Warning Signs – High-visibility signs alert drivers in advance, improving reaction time and reducing sudden stops.
Radar Speed Sign with Flashing Lights – Displays real-time speed and flashes if drivers exceed the limit, reinforcing safe speeds at the intersection.
Traffic lights or a roundabout could significantly reduce the number of accidents per year at the intersection of Highway PB and county road a.
Intersection Solution Sketches:
Roundabout
4-Way Stoplights
Best Solution:
Roundabout
Enhances safety by reducing high-speed and right-angle crashes, which are common at traditional intersections. The circular design naturally slows traffic while maintaining a steady flow, minimizing delays and the risk of severe collisions. Roundabouts also eliminate the need for stoplights, reducing long-term maintenance costs and improving overall efficiency.
Why a roundabout is the best solution:
according to the US Department of transportation - Federal Highway administration
"Roundabouts reduce intersection crashes that result in death or injury by 82 percent on average."
