A Case in Public Transport

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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.

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.

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  • 1. ANDREA RESMINI :: IASUMMIT 2011 DENVER APRIL 2 2011 ANDREA RESMINI A CASE IN PUBLIC TRANSPORT IASUMMIT 2011
  • 2. ANDREA RESMINI :: IASUMMIT 2011SWEDENMap: jayjayandtottle.com
  • 3. ANDREA RESMINI :: IASUMMIT 2011GOTHENBURG
  • 4. ANDREA RESMINI :: IASUMMIT 2011 50% expected increase in personal travel in the Gothenburg region in 2005-2025GOTHENBURG
  • 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 1990GOTHENBURG
  • 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 2020GOTHENBURG
  • 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 metCAN BE DONE
  • 8. ANDREA RESMINI :: IASUMMIT 2011SO, WHAT CAN BE DONE?
  • 9. ANDREA RESMINI :: IASUMMIT 2011 Impacting collective transportation behavior is a complex task with a multitude of factors weighing inCOMPLEXITY
  • 10. ANDREA RESMINI :: IASUMMIT 2011BETTER ROADS
  • 11. ANDREA RESMINI :: IASUMMIT 2011BETTER SERVICES
  • 12. ANDREA RESMINI :: IASUMMIT 2011BETTER INFORMATION
  • 13. ANDREA RESMINI :: IASUMMIT 2011BETTER … MH?
  • 14. ANDREA RESMINI :: IASUMMIT 2011 All of these factoring elements have pros and cons in respect to a better, sustainable public transportation model for everyday travelPROS AND CONS
  • 15. ANDREA RESMINI :: IASUMMIT 2011OR IS IT “A BETTER SYSTEM”?
  • 16. ANDREA RESMINI :: IASUMMIT 2011CO-MODAL TRAVELING
  • 17. ANDREA RESMINI :: IASUMMIT 2011A transport policy which looks at theinteroperability of all transport modes and meansand of their combinationsAchieved through the use of different modes ontheir own and in combination to obtain optimaland sustainable utilisation of resourcesCO-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 2011The use of multiple means of transport typicallyhas 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 arenaIMPLICATIONS OF CO-MODALITY
  • 20. ANDREA RESMINI :: IASUMMIT 2011STOCKHOLM CITY BIKES
  • 21. ANDREA RESMINI :: IASUMMIT 2011 IN-CONTEXT INFO TRANSPORT MOBILELYON, FRANCE
  • 22. ANDREA RESMINI :: IASUMMIT 2011Changes in transport behavior towardssustainable everyday travel models can bedriven by innovation in digital servicesRESEARCH VISION
  • 23. ANDREA RESMINI :: IASUMMIT 2011My team works on a holistic, cross-channelvision of the transport system as a complexnetwork of organizations, people, information,and their different needs and goalsTRANSPORT 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
  • 26. ANDREA RESMINI :: IASUMMIT 2011 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 USERSSTAKEHOLDERS PERSPECTIVE
  • 27. ANDREA RESMINI :: IASUMMIT 2011 2USERS & TRAVELERS
  • 28. ANDREA RESMINI :: IASUMMIT 2011 2USERS & TRAVELERS
  • 29. ANDREA RESMINI :: IASUMMIT 2011 2USERS & TRAVELERS
  • 30. ANDREA RESMINI :: IASUMMIT 2011 2USERS & TRAVELERS
  • 31. ANDREA RESMINI :: IASUMMIT 2011 2USERS & TRAVELERS
  • 32. ANDREA RESMINI :: IASUMMIT 2011 2USERS & TRAVELERS
  • 33. ANDREA RESMINI :: IASUMMIT 2011These are not just different user types who havea range of well-delimited needs: these are usertypes whose needs change through time, in theshort and in the long period, and are shaped inaccordance with the place they currently areUSERS AND CONTEXTS
  • 34. ANDREA RESMINI :: IASUMMIT 2011DEVELOPING A MODEL
  • 35. ANDREA RESMINI :: IASUMMIT 2011 1ST LAYER 2ND LAYER DEVELOPERS ENTREPRENEURS AND STAKEHOLDERS API AND DEVELOPERSINFORMATION SYSTEMS PROCESSRAW DATA AND PLANNING IMPLEMENTATION PERVASIVE USER EXPERIENCE USERS & TRAVELERS PROCESS USER EXPERIENCE PROCESS DESIGN FINAL ARTIFACTSOVERLAPPING
  • 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 travelersRESEARCH & DEVELOPMENT AREAS
  • 37. ANDREA RESMINI :: IASUMMIT 2011A SEAMLESS EXPERIENCE
  • 38. ANDREA RESMINI :: IASUMMIT 2011 We are moving from the design of products to the design of experiencesDESIGNING PERVASIVE UX
  • 39. ANDREA RESMINI :: IASUMMIT 2011 IN-CONTEXT INFO TRANSPORT MOBILETHIS NEEDS TO BECOME ONE
  • 40. ANDREA RESMINI :: IASUMMIT 2011 ??? touch points or obstacles? ... user experience @#%! whew!process bus car signage paper mobileUSER EXPERIENCE
  • 41. ANDREA RESMINI :: IASUMMIT 2011 ISET - SUSTAINABLE EVERYDAY TRAVEL @resminiTHANK YOU