Stories about trains
Improving the travel experience
through user-centred design




Experientia 2009
Trenitalia: designing the travel experience




Enable new forms of interaction         Increased communication potential...
Travel stages

   Dreaming                                            Ticketing
    Activities related to imagining futu...
Travel roles

   Commuters                                    Event travellers
    Frequent travellers involved in highl...
Scenarios of prototypical travel situations

Based on understanding people,
their needs and their roles,
we developed scen...
Scenario 1: At home

Fulfilling information needs
before travelling
Giving well-represented and
communicated packages of
i...
Scenario 2: On board

Find my way scenario
Reduce people’s uncertainty and
stress by providing information on the
right lo...
Scenario 3: Delays

Improved delay communication
provides better travel experience
Reduce stress levels through timely
inf...
Scenario 3: Delays
Scenario 4: Special events

Transforming the travelling
experience: the school trip case
Design the train environment to
s...
Scenario 5: ‘Cool tricks’

Changing the external
perception of trains
Use interaction design to
associate the Trenitalia b...
What has changed?


1. Technology
   Smart phones, pervasive displays,
   augmented reality, ubiquitous Internet
   But it...
User-centred
design approach                                    People
                                              Under...
Foresight                                 Approach
                                             Context research
Identify...
Understand                                Approach
                                             User experience modelling...
Design                                     Approach
                                              Strategic design
Create...
Prototype                                 Approach
                                             Just enough prototyping
A...
Test                                     Approach
                                            Participatory methods
Deliv...
Our Clients



    Context               People             Ideas            Touchpoints          Experience
  Foresight  ...
Experientia s.r.l.
Via Cesare Battisti 15
10123 Torino
Italy


T+39 011 812 9687
info@experientia.com
www.experientia.com
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Vanderbeeken_EXPERIENTIA

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NAVIGATION & TOURISM
ET08 - Emerging Technologies
Orario 14.30 – 17.00
Sala 2

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Vanderbeeken_EXPERIENTIA

  1. 1. Stories about trains Improving the travel experience through user-centred design Experientia 2009
  2. 2. Trenitalia: designing the travel experience Enable new forms of interaction  Increased communication potential between customers and Trenitalia’s Making data available anytime/anywhere to physical/information structure support personnel and passenger decisions  Potential for the design of new services offerings Design of new combinations of digital and physical resources of Trenitalia that could improve and enlarge the range of activities passengers can experience during a train journey
  3. 3. Travel stages  Dreaming  Ticketing Activities related to imagining future travel Procedures and activities performed to scenarios and situations acquire the travel document  Learning  Waiting Activities related to searching and acquiring Time range and activities usually carried out information about a future travel on platform or waiting rooms due to train delays, catching connections, etc.  Planning Activities related to taking decisions about  Boarding the different resources to be used during a Activities involved in entering the train envi- travel ronment (wagon) and finding a place to sit  Starting from home  Riding Activities carried out to move from the home Activities carried out during the time spent on environment to the train station board like relaxing, socialising or working  Entering the station  Continuing Orientation / information retrieval activities Activities related to leaving the train and performed once entered the train station train station to connect with other means of transport or physical environments
  4. 4. Travel roles  Commuters  Event travellers Frequent travellers involved in highly Visit places because of their interest in a predictable and repetitive journeys specific event (e.g. sporting, religious, political or cultural events)  Tourists Leisure travellers with a wide range of  Travellers with special needs expectations and needs Often dependent on the support of others during the travel for various reasons.  Business travellers Timely arrival is crucial for them  Railroad employees Interested in the railway system as their place of work and in its changes from a professional point of view
  5. 5. Scenarios of prototypical travel situations Based on understanding people, their needs and their roles, we developed scenarios of innovative forms of interaction between passengers and Trenitalia Special events At home On board Delays ‘Cool tricks’
  6. 6. Scenario 1: At home Fulfilling information needs before travelling Giving well-represented and communicated packages of information to a passenger before and during the travel At home Checking his phone In Milan station On the platform
  7. 7. Scenario 2: On board Find my way scenario Reduce people’s uncertainty and stress by providing information on the right location and destination Boarding In the train Correct station notification
  8. 8. Scenario 3: Delays Improved delay communication provides better travel experience Reduce stress levels through timely information, travel alerts, transparency and dynamic information delivery In the office At the station On the way to the platform Boarding the train Riding the train
  9. 9. Scenario 3: Delays
  10. 10. Scenario 4: Special events Transforming the travelling experience: the school trip case Design the train environment to support and augment the event travel experience At school At the station On board Stopping Continuing
  11. 11. Scenario 5: ‘Cool tricks’ Changing the external perception of trains Use interaction design to associate the Trenitalia brand identity with the perception of high-technology
  12. 12. What has changed? 1. Technology Smart phones, pervasive displays, augmented reality, ubiquitous Internet But it is still about information and communication 2. People Increased expectations, increased independence But basic human behaviour is still the same 3. Client (Trenitalia) Some services implemented, more technologically enabled But it is still a transport company
  13. 13. User-centred design approach People Understand In-depth understanding of user needs through observation and analysis Context User profiles Ideas Foresight Design Research on and scenarios User-centred of future developments design concepts and strategies Scenarios Design specification Experience Touchpoints Test Prototype Comprehensive usability analysis Strong user experiences Implementation support Iterative prototypes
  14. 14. Foresight Approach  Context research Identify future business opportunities  Trend exploration Medium range scenarios about the way  Expert opinions people will organise their lives in the  Opportunity mapping future, what products and services they  Scenario development might need, and how they will use them, Deliverables helps companies and organisations  Trend analysis identify opportunities for design and  Technology roadmaps innovation.  Mood boards  Scenarios of use
  15. 15. Understand Approach  User experience modelling Connect marketing research with in-  Contextual inquiry depth user understanding  Design ethnography To understand people’s experiences and  Interviews with extreme and lead users behaviours, and to grasp how they  Conversation analysis interact with products and services, we  Task and flow analysis need to observe them in their own environments, analyse their Deliverables  User profiles and personas conversations, flows and tasks, and use  Customer journey maps these qualitative insights to model  Experience models products and services.  Scenarios
  16. 16. Design Approach  Strategic design Create user-centred strategies and  Innovation workshops design concepts  Opportunity modelling Translating the user and use needs and  Idea generation desired experience into creative and  Concept development  Communication design, human-centred strategies, concepts and interaction design, industrial design will ensure compelling, desirable design, information architecture and useful solutions for the end-users Deliverables and added value for companies.  Concept visualisations  Sketches  Design drawings and models  User and use requirements  Design specifications
  17. 17. Prototype Approach  Just enough prototyping Assure effective and strong  Iterative process experiences through prototyping  Conceptual prototypes By designing progressively more refined  Appearance prototypes prototypes, we gain insights on what  Functional prototypes works with people and what doesn't, and Deliverables why, and we can test user acceptance,  Lo-fi prototypes are developed with simple tools: paper, usage benefits and drawbacks in various screen, video, wizard-of-oz, contexts, making sure that the end walk-through… result is solid and valuable.  Hi-fi prototypes are more sophisticated: here we have applications, appearance models and functional models
  18. 18. Test Approach  Participatory methods Deliver robust products and services  Heuristic evaluations through comprehensive user testing  Cognitive walkthroughs By assessing, measuring and evaluating  Focus groups the user experience companies and  Usability testing organisations can align their products Deliverables and services with their users’ needs.  Usability analysis  Prototype iterations  Implementation support
  19. 19. Our Clients Context People Ideas Touchpoints Experience Foresight Understand Design Prototypes Test City of Genk Condé Nast Alcatel Lucent Alcatel Lucent Expedia CSI-Piemonte Conifer Research Applied Dreams Condé Nast Fujitsu Siemens European Commission CVS Pharmacy CVS Pharmacy Ferrero Nokia Nokia Expedia Deutsche Telekom Finmeccanica RIM Samsung Fidelity Ferrero Intesa San Paolo Red Hat SITRA, Finland Haier Kodak Mattel Samsung Swisscom Microsoft Max Mara SITRA, Finland Vodafone Trenitalia Motorola Nokia Swisscom Whirlpool Vodafone Samsung Samsung Yahoo! SITRA, Finland SITRA, Finland Thomson CompuMark Swisscom Vodafone Tre Spade Vodafone
  20. 20. Experientia s.r.l. Via Cesare Battisti 15 10123 Torino Italy T+39 011 812 9687 info@experientia.com www.experientia.com
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