26 September 2008
Euro IA
Getting the right ticket
before the train leaves
The Challenges of User Centered Design for the
...
1.   The challenge
2.   The benefits
3.   The difficulties
4.   Lessons learnt
5.   Conclusions




                      ...
3 Projects for the Swiss Federal Railways (SBB)

> Examples for complex systems and environments
> Developed by means of U...
1. Ticket machine

> National tickets
> Regional and local tickets for over a dozen
  regional transport networks




    ...
2. International tickets: Sales application

> From Switzerland to neighboring
  countries
   Germany, France, Italy, Aust...
3. International tickets: Web application

> Back-end system identical to sales
  application
> Target group: Web users wh...
1. The challenge
2. The benefits
     a. for Web users
     b. for salespeople
     c. for touch screen users
3. The diffi...
Major benefits for Web users

> Availability of online shop for international tickets
   24 hours
   Information on prices...
1. The challenge
2. The benefits
     a. for Web users
     b. for salespeople
     c. for touch screen users
3. The diffi...
16
Euro IA
The right ticket
26 September 2008
18
Euro IA
The right ticket
26 September 2008
19
Euro IA
The right ticket
26 September 2008
Major benefits for salespeople

> Improvements over old systems
   One system instead of several
   Not having to make sev...
21
Euro IA
The right ticket
26 September 2008
1. The challenge
2. The benefits
     a. for Web users
     b. for salespeople
     c. for touch screen users
3. The diffi...
24
Euro IA
The right ticket
26 September 2008
Major benefits for touch screen users

> Usability
   Fast process for important destinations
   («favorites»)
   Feedback...
1.   The challenge
2.   The benefits
3.   The difficulties
4.   Lessons learnt
5.   Conclusions




                      ...
Touch screen users (I)

> Overwhelmed by range of
   Products
   Reductions and special offers
   and other options




  ...
Touch screen users (II)

> Manual selection of itinerary requires knowledge of
  timetables and geography
> Several produc...
Management

> Considers process of buying international
  tickets online too long and complex
> Regrets not having off-the...
IT

> Large range of complex systems
> Incomplete knowledge about systems
> Difficulties of communication between
  projec...
1.   The challenge
2.   The benefits
3.   The difficulties
4.   Lessons learnt
5.   Conclusions




                      ...
What went well (I)

> User acceptance gave credibility to the project
   Stabilized project at an early stage
   prevented...
What went well (II)

> Visualization in form of screens supported
  communication
   Klickable prototypes, storyboards and...
What went well (III)

> Collaboration in the international tickets
  projects
   60 people – mostly representing business ...
What should be improved

> Involvement of management
> Awareness raising in marketing
   Test of compatibility with self-s...
1.   The challenge
2.   The benefits
3.   The difficulties
4.   Lessons learnt
5.   Conclusions




                      ...
Making usable applications is not ...

> about making interfaces look nice




                                        39
...
... making usable applications is

> a design and development process
> based on the requirements of the people for whom i...
Thank you.

Jacqueline Badran            Zeix AG
                             Badenerstrasse 65
jacqueline.badran@zeix.com...
Getting the Right Ticket Before the Train Leaves
Getting the Right Ticket Before the Train Leaves
Getting the Right Ticket Before the Train Leaves
Getting the Right Ticket Before the Train Leaves
Getting the Right Ticket Before the Train Leaves
Getting the Right Ticket Before the Train Leaves
Getting the Right Ticket Before the Train Leaves
Getting the Right Ticket Before the Train Leaves
Getting the Right Ticket Before the Train Leaves
Getting the Right Ticket Before the Train Leaves
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Getting the Right Ticket Before the Train Leaves

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The Challenges of User Centered Design for the
Swiss Federal Railways - 3 applications developed with User Centered Design by Zeix (Switzerland)

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Transcript of "Getting the Right Ticket Before the Train Leaves"

  1. 1. 26 September 2008 Euro IA Getting the right ticket before the train leaves The Challenges of User Centered Design for the Swiss Federal Railways
  2. 2. 1. The challenge 2. The benefits 3. The difficulties 4. Lessons learnt 5. Conclusions 2 Euro IA The right ticket 26 September 2008
  3. 3. 3 Projects for the Swiss Federal Railways (SBB) > Examples for complex systems and environments > Developed by means of User Centered Design Front-end design first Iterative development of concept Visualization of concept in form of (klickable) prototypes User tests – including interviews – using prototypes in each iteration 4 Euro IA The right ticket 26 September 2008
  4. 4. 1. Ticket machine > National tickets > Regional and local tickets for over a dozen regional transport networks 5 Euro IA The right ticket 26 September 2008
  5. 5. 2. International tickets: Sales application > From Switzerland to neighboring countries Germany, France, Italy, Austria > «Best product», not best price Door to door, basically all trains Day & night trains, fast and slow connections Largely implemented > Target group: trained salespeople of the SBB 7 Euro IA The right ticket 26 September 2008
  6. 6. 3. International tickets: Web application > Back-end system identical to sales application > Target group: Web users who buy online 9 Euro IA The right ticket 26 September 2008
  7. 7. 1. The challenge 2. The benefits a. for Web users b. for salespeople c. for touch screen users 3. The difficulties 4. Lessons learnt 5. Conclusions 10 Euro IA The right ticket 26 September 2008
  8. 8. Major benefits for Web users > Availability of online shop for international tickets 24 hours Information on prices readily available > Usability Adequacy to users‘ knowledge Simplification of products, addition of information Tested and optimized processes Tickets sell well online No phone calls for assistance or complaints 14 Euro IA The right ticket 26 September 2008
  9. 9. 1. The challenge 2. The benefits a. for Web users b. for salespeople c. for touch screen users 3. The difficulties 4. Lessons learnt 5. Conclusions 15 Euro IA The right ticket 26 September 2008
  10. 10. 16 Euro IA The right ticket 26 September 2008
  11. 11. 18 Euro IA The right ticket 26 September 2008
  12. 12. 19 Euro IA The right ticket 26 September 2008
  13. 13. Major benefits for salespeople > Improvements over old systems One system instead of several Not having to make several bookings & then manually annulate them > Making use of salespeoples‘ knowledge Shortcuts for processes Use of abbreviations and codes Shortcuts on keyboard 20 Euro IA The right ticket 26 September 2008
  14. 14. 21 Euro IA The right ticket 26 September 2008
  15. 15. 1. The challenge 2. The benefits a. for Web users b. for salespeople c. for touch screen users 3. The difficulties 4. Lessons learnt 5. Conclusions 22 Euro IA The right ticket 26 September 2008
  16. 16. 24 Euro IA The right ticket 26 September 2008
  17. 17. Major benefits for touch screen users > Usability Fast process for important destinations («favorites») Feedback on selections Additional information > Accessibility Optimization of colors, font and size (poor vision, color blindness etc.) > Large range of products and possible itineraries Suggestions of adequate related products (cross- and upselling) 26 Additional information available Euro IA The right ticket 26 September 2008
  18. 18. 1. The challenge 2. The benefits 3. The difficulties 4. Lessons learnt 5. Conclusions 27 Euro IA The right ticket 26 September 2008
  19. 19. Touch screen users (I) > Overwhelmed by range of Products Reductions and special offers and other options 28 Euro IA The right ticket 26 September 2008
  20. 20. Touch screen users (II) > Manual selection of itinerary requires knowledge of timetables and geography > Several products not suitable for self-service Users lack knowledge about products Differences between products are not obvious Users are not interested in finding out the difference between products 30 Euro IA The right ticket 26 September 2008
  21. 21. Management > Considers process of buying international tickets online too long and complex > Regrets not having off-the-shelf products 31 Euro IA The right ticket 26 September 2008
  22. 22. IT > Large range of complex systems > Incomplete knowledge about systems > Difficulties of communication between project team and IT in touch screen project 32 Euro IA The right ticket 26 September 2008
  23. 23. 1. The challenge 2. The benefits 3. The difficulties 4. Lessons learnt 5. Conclusions 33 Euro IA The right ticket 26 September 2008
  24. 24. What went well (I) > User acceptance gave credibility to the project Stabilized project at an early stage prevented lengthy discussions 34 Euro IA The right ticket 26 September 2008
  25. 25. What went well (II) > Visualization in form of screens supported communication Klickable prototypes, storyboards and use case descriptions were important basis of work for IT Helped to convince management of soundness of projects 35 Euro IA The right ticket 26 September 2008
  26. 26. What went well (III) > Collaboration in the international tickets projects 60 people – mostly representing business (sales) and developers – in one open plan office Feeling of sharing goals and tasks Ongoing and ad hoc communication Photo: Flickr.com High motivation of project team 36 Euro IA The right ticket 26 September 2008
  27. 27. What should be improved > Involvement of management > Awareness raising in marketing Test of compatibility with self-service for new products > Requirements engineering > IT proof of concept Implementation testing for parts of the system in early stages > Communication between team for design and concept and implementation team Design/concept team should be involved in implementation User Centered Design shall be part of all complex SBB-projects in 37 the future Euro IA The right ticket 26 September 2008
  28. 28. 1. The challenge 2. The benefits 3. The difficulties 4. Lessons learnt 5. Conclusions 38 Euro IA The right ticket 26 September 2008
  29. 29. Making usable applications is not ... > about making interfaces look nice 39 Euro IA The right ticket 26 September 2008
  30. 30. ... making usable applications is > a design and development process > based on the requirements of the people for whom it is designed > Involving people from management business marketing IT > who care and collaborate > to make applications work 40 Euro IA The right ticket 26 September 2008
  31. 31. Thank you. Jacqueline Badran Zeix AG Badenerstrasse 65 jacqueline.badran@zeix.com Postfach 2522 CH–8026 Zürich Andrea Rosenbusch www.zeix.com blog.zeix.com andrea.rosenbusch@zeix.com 41 Euro IA The right ticket 26 September 2008

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