This book chapter provides an overview of the lessons learned from an automated bus deployment on a public road in Sweden and the adoption behaviour surrounding the technology. In particular, this chapter discusses different elements of users’ acceptance, willingness to use, willingness to pay for the service, and the interaction between vehicles and other road users on the given road space. Overall, the findings highlight a gap between people’s expectations on the driverless vehicles and the actual performance of the automated buses. The study also highlights the importance of allowing people to have time to learn, develop their understanding, and adjust their expectations towards the technology. This is not only for the passengers who used the service, but also for the other road users who shared the same road space. This highlights the importance of design thinking in deploying a new (public) transport service that uses new/unusual technologies.