Given an urban road network and a set of origin-destination (OD) pairs, the traffic assignment problem asks for the traffic flow on each road segment. A common solution employs a feasible-direction method, where the direction-finding step requires many shortest-path computations. In this paper, we significantly accelerate the computation of flow patterns, enabling interactive transportation and urban planning applications. We achieve this by revisiting and carefully engineering known speedup techniques for shortest paths, and combining them with customizable contraction hierarchies. In particular, our accelerated elimination tree search is more than an order of magnitude faster for local queries than the original algorithm, and our centrali...