Case study for the panel "Beyond Digital: What IAs Need to Know about Service Design" with J. McMullin, P. Kakar, and S. Starmer. IA Summit 2011.

1. ANDREA RESMINI :: IASUMMIT 2011
DENVER APRIL 2 2011
ANDREA RESMINI
A CASE IN PUBLIC TRANSPORT
IASUMMIT 2011

2. ANDREA RESMINI :: IASUMMIT 2011
SWEDEN
Map: jayjayandtottle.com

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GOTHENBURG

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50% expected increase in personal travel
in the Gothenburg region in 2005-2025
GOTHENBURG

5. ANDREA RESMINI :: IASUMMIT 2011
50% expected increase in personal travel
in the Gothenburg region in 2005-2025
Transport-related CO2 emissions should
decrease by 4% in 2010 and by 75% in
2050 in respect to 1990
GOTHENBURG

6. ANDREA RESMINI :: IASUMMIT 2011
50% expected increase in personal travel
in the Gothenburg region in 2005-2025
Transport-related CO2 emissions should
decrease by 4% in 2010 and by 75% in
2050 in respect to 1990
Public transport travel should increase
from 24% to 35% in 2020
GOTHENBURG

7. ANDREA RESMINI :: IASUMMIT 2011
If car commuters switched to walking,
bicycling, or public transport commuting for
just 1 day per week this goal would be met
CAN BE DONE

8. ANDREA RESMINI :: IASUMMIT 2011
SO, WHAT CAN BE DONE?

9. ANDREA RESMINI :: IASUMMIT 2011
Impacting collective transportation
behavior is a complex task with a
multitude of factors weighing in
COMPLEXITY

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BETTER ROADS

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BETTER SERVICES

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BETTER INFORMATION

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BETTER … MH?

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All of these factoring elements have pros and
cons in respect to a better, sustainable public
transportation model for everyday travel
PROS AND CONS

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OR IS IT “A BETTER SYSTEM”?

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CO-MODAL TRAVELING

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A transport policy which looks at the
interoperability of all transport modes and means
and of their combinations
Achieved through the use of different modes on
their own and in combination to obtain optimal
and sustainable utilisation of resources
CO-MODAL TRAVELING

18. ANDREA RESMINI :: IASUMMIT 2011
“Providing the user with comprehensive inter-
operational local, peri-urban, and regional travel
information allowing for well-informed travel
decisions, both pre-trip and on-trip, to be taken”
CO-MODAL TRAVELING

19. ANDREA RESMINI :: IASUMMIT 2011
The use of multiple means of transport typically
has a number of implications. Co-modality:
 is more sustainable
 is less comfortable
 requires more, coordinated information
 is multi-context, or in-context
 relies on a multitude of devices, some unknown
 brings personalized needs into the public arena
IMPLICATIONS OF CO-MODALITY

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STOCKHOLM CITY BIKES

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IN-CONTEXT INFO
TRANSPORT
MOBILE
LYON, FRANCE

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Changes in transport behavior towards
sustainable everyday travel models can be
driven by innovation in digital services
RESEARCH VISION

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My team works on a holistic, cross-channel
vision of the transport system as a complex
network of organizations, people, information,
and their different needs and goals
TRANSPORT AS A NETWORK

24. ANDREA RESMINI :: IASUMMIT 2011
Three different target groups are part of the co-
modal, pervasive transport system vision:
 Business and public stakeholders
 Users, travelers, and passengers
 Entrepreneurs and developers
 (And researchers, of course)

25. ANDREA RESMINI :: IASUMMIT 2011
These groups, in turn have different
roles, expectations, and needs

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USERS
1ST LAYER 2ND LAYER
DEVELOPER DEVELOPER
SUSTAINABLE
1ST LAYER EVERYDAY TRAVEL 2ND LAYER
DEVELOPER DEVELOPER
PROJECT
1ST LAYER 2ND LAYER
DEVELOPER DEVELOPER
DEVELOPING FOR DEVELOPERS DEVELOPING FOR END USERS
STAKEHOLDERS PERSPECTIVE

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2
USERS & TRAVELERS

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2
USERS & TRAVELERS

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2
USERS & TRAVELERS

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2
USERS & TRAVELERS

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2
USERS & TRAVELERS

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2
USERS & TRAVELERS

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These are not just different user types who have
a range of well-delimited needs: these are user
types whose needs change through time, in the
short and in the long period, and are shaped in
accordance with the place they currently are
USERS AND CONTEXTS

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DEVELOPING A MODEL

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1ST LAYER 2ND LAYER
DEVELOPERS ENTREPRENEURS
AND STAKEHOLDERS
API AND DEVELOPERS
INFORMATION SYSTEMS PROCESS
RAW DATA AND PLANNING IMPLEMENTATION
PERVASIVE
USER EXPERIENCE USERS & TRAVELERS
PROCESS
USER EXPERIENCE PROCESS
DESIGN FINAL ARTIFACTS
OVERLAPPING

36. ANDREA RESMINI :: IASUMMIT 2011
Three large R&D themes in IS, SD and IA / UX:
 The new organizational model and the API
 Green traveling
 The pervasive process of cross-media user
experience for travelers
RESEARCH & DEVELOPMENT AREAS

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A SEAMLESS EXPERIENCE

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We are moving from the design of
products to the design of experiences
DESIGNING PERVASIVE UX

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IN-CONTEXT INFO
TRANSPORT
MOBILE
THIS NEEDS TO BECOME ONE

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??? touch points or obstacles?
...
user experience
@#%!
whew!
process
bus car signage paper mobile
USER EXPERIENCE

41. ANDREA RESMINI :: IASUMMIT 2011
ISET - SUSTAINABLE EVERYDAY TRAVEL
@resmini
THANK YOU