Your SlideShare is downloading. ×
0
ANDREA RESMINI    MOBILIS IN MOBILE                MOBX 12 BERLIN             
GOTHENBURG, SWEDEN                                             ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
GOTHENBURG, SWEDEN                                       Traffic on the roads is expected to increase 36%                 ...
GOTHENBURG, SWEDEN                                     Traffic on the roads is expected to increase 36%                   ...
GOTHENBURG, SWEDEN                                     Traffic on the roads is expected to increase 36%                   ...
ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011DROP CAR USAGE                      Car usage should drop from 65% to 35%
FEASIBLE?ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011                    The goal would be met if car commuters     ...
BUT MUCH TO CONSIDER                                  Impacting collective transport behavior                             ...
ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER ROADS
ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER SERVICES
ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER INFORMATION
ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011OR BETTER ... MH?
PROS AND CONS                                  All of these have pros and cons in respect to a                            ...
ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER ROADS = MORE TRAFFIC                                             ...
CO-MODAL TRAVELING                              “A transport policy which promotes the                              intero...
?                          CAR               WALK                         HOME                                            ...
ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011A BETTER SYSTEM
CO-MODALITY IS                                  More sustainable but less comfortableANDREA @RESMINI – BEYOND MOBILE – MOB...
CO-MODALITY IS                                  more sustainable but less comfortable                                  req...
CO-MODALITY IS                                  more sustainable but less comfortable                                  req...
ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011TORSLANDA                                                     http://www...
CAR COMMUTERSANDREA @RESMINI – BEYOND MOBILE – MOBX 12
THE WRONG ANSWER?ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
A TRAVEL PLANNER APP!ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011                                                   ...
strafiken                                                  Jönk   ö pings Lan         Jönköpin gs Kurir                   ...
WHEN TRAVELING                           our needs change through                         time, in the short and in the   ...
USER EXPERIENCE                                                  ???                                                      ...
SO, THE ANSWER?ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
THE MATRIX              
MULTI-CHANNEL VS CROSS-CHANNEL                                             ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
AT YOUR LOCAL BRANCHANDREA @RESMINI – BEYOND MOBILE – MOBX 12   contropiano.org
ONLINE BANKINGANDREA @RESMINI – BEYOND MOBILE – MOBX 12
PHONE BANKINGANDREA @RESMINI – BEYOND MOBILE – MOBX 12   agricorner.com
WE ALL HAD OUR TEDDY, RIGHT?                 
TEDDIES HAVE GONE A LOOONG WAY                 
     
     
     
FROM PRODUCT TO ECOSYSTEM    From the point of view of the    user this is not a stand-alone                  product anym...
A SEAMLESS EXPERIENCEANDREA @RESMINI – BEYOND MOBILE – MOBX 12
OPEN ECOLOGY                            city transport is an open                          ecology where a number of      ...
STOPS                          CAR               WALK                         HOME                                        ...
WHY USE ONES CAR?                          the two primary factors for                        using ones car were found to...
PEOPLE WANT CONTROL                                             ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
PUBLIC MEANS OF TRANSPORT?                          an immediate loss of control                                and an une...
GIVE THEM AN APP THEN, BUT ..                                   make the app a fitting                                    ...
REFACTOR AND REFIT                  change the travel planner into                         an information broker, a       ...
INTEGRATE ACROSS CHANNELS                          ARB integrates seamlessly                                with the many ...
STOPS                          CAR               WALK                         HOME                                        ...
A CONSISTENT EXPERIENCE              ARB ties all different pieces of               the journey into a consistent         ...
MAIN TASK: PROVIDE INFORMATION                 information allows them to               maximize their choices and go     ...
DO NOT INTRUDE                      very much like a secretary,                    ARB works in the background            ...
CUT DOWN ON FEATURES                      strip away everything that                   does not belong or reinforces      ...
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
TWO DIFFERENT SITUATIONS                     normal conditions, when              everything works as as expected         ...
IN NORMAL SITUATIONS     ARB plays a subdued role as an   intelligent alarm / reminder, and    as a confirmation point. It...
IN DIFFICULT SITUATIONS                       ARB turns proactive warnings                      into operative suggestions...
BE A TEAM PLAYER                        other information sources                        available in place are to be     ...
WORK SEAMLESSLY                                   touchpoints have to move                                     ●          ...
PLAY YOUR STRENGTHS                         dont try to be everything                   users will use other channels no  ...
OPPORTUNITIES IN NEGATIVE SPACES                      the availability of information                      at key decision...
POINT-OF-NO-RETURN                                   at some point of the                             commuting leg backin...
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
BE A SILENT, WATCHFUL PARTNER                                favor passive acquisition of                                 ...
BE MULTI-MODAL                           use sound, movement (buzz),                              color and shape to conve...
USE AMBIENT SIGNIFIERS                    ARB provides audio signals for                        key places. These could be...
ADD WHEN IT MAKES SENSE                  For example, why not provide                     dynamic calculation of the      ...
LEARN THE POWER OF TAKE AWAY                                in a city center, many                         touchpoints mea...
BRIEF RECAP                                               be a team player                                     dont try to...
book                                             ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
THANK YOU                                   Andrea @Resmini                           http://andrearesmini.comANDREA @RESM...
Upcoming SlideShare
Loading in...5
×

Mobilis in mobile

1,528

Published on

Presentation at MOBX 12

Published in: Design

Transcript of "Mobilis in mobile"

  1. 1. ANDREA RESMINI MOBILIS IN MOBILE MOBX 12 BERLIN   
  2. 2. GOTHENBURG, SWEDEN    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  3. 3. GOTHENBURG, SWEDEN Traffic on the roads is expected to increase 36% in Western Sweden between 2005 and 2025    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://imageshack.us/photo/my-images/269/hotelgothiatowersgotebo.j
  4. 4. GOTHENBURG, SWEDEN Traffic on the roads is expected to increase 36% in Western Sweden between 2005 and 2025 Transport-related CO2 emissions to decrease by 4% in 2010 and by 75% in 2050 in respect to 1990    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  5. 5. GOTHENBURG, SWEDEN Traffic on the roads is expected to increase 36% in Western Sweden between 2005 and 2025 Transport-related CO2 emissions to decrease by 4% in 2010 and by 75% in 2050 in respect to 1990 Public transport travel in the Gothenburg area should increase from 24% to 40% in 2025    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  6. 6. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011DROP CAR USAGE Car usage should drop from 65% to 35%
  7. 7. FEASIBLE?ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011 The goal would be met if car commuters switched to walking, bicycling, or public transport one day per week
  8. 8. BUT MUCH TO CONSIDER Impacting collective transport behavior is a complex proposition where a multitude of factors weigh inANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/komunews/4952326992
  9. 9. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER ROADS
  10. 10. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER SERVICES
  11. 11. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER INFORMATION
  12. 12. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011OR BETTER ... MH?
  13. 13. PROS AND CONS All of these have pros and cons in respect to a better, sustainable public transportation model for everyday travelANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  14. 14. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER ROADS = MORE TRAFFIC http://www.flickr.com/photos/epsos/5591761716/
  15. 15. CO-MODAL TRAVELING “A transport policy which promotes the interoperability of all transport modes and means of transport on their own and in combination to obtain optimal and sustainable utilization of resources”ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  16. 16. ? CAR WALK HOME TRAM WALK BUS TRAIN BIKECO-MODAL TRAVELINGANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  17. 17. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011A BETTER SYSTEM
  18. 18. CO-MODALITY IS More sustainable but less comfortableANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  19. 19. CO-MODALITY IS more sustainable but less comfortable requires more, coordinated information and relies on a multitude of touchpointsANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  20. 20. CO-MODALITY IS more sustainable but less comfortable requires more, coordinated information and relies on a multitude of touchpoints ultimately requires the development of a cross-channel approachANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  21. 21. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011TORSLANDA http://www.flickr.com/photos/mescon/3763672602/
  22. 22. CAR COMMUTERSANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  23. 23. THE WRONG ANSWER?ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  24. 24. A TRAVEL PLANNER APP!ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011 http://www.flickr.com/photos/mescon/3763672602/
  25. 25. strafiken Jönk ö pings Lan Jönköpin gs Kurir CPH Airport SJ Swebus andvette r Airport L Bike Sha re Status Berlin Metro Map Metro & Tramway Lyon VIP Taxi Berlin el Airport FLYon Berlin TegANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  26. 26. WHEN TRAVELING our needs change through time, in the short and in the long period, and are shaped in accordance with the place we currently areANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  27. 27. USER EXPERIENCE ??? @#%! ... whew! process bus car signage print mobileANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  28. 28. SO, THE ANSWER?ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  29. 29. THE MATRIX   
  30. 30. MULTI-CHANNEL VS CROSS-CHANNEL    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  31. 31. AT YOUR LOCAL BRANCHANDREA @RESMINI – BEYOND MOBILE – MOBX 12 contropiano.org
  32. 32. ONLINE BANKINGANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  33. 33. PHONE BANKINGANDREA @RESMINI – BEYOND MOBILE – MOBX 12 agricorner.com
  34. 34. WE ALL HAD OUR TEDDY, RIGHT?   
  35. 35. TEDDIES HAVE GONE A LOOONG WAY   
  36. 36.    
  37. 37.    
  38. 38.    
  39. 39. FROM PRODUCT TO ECOSYSTEM From the point of view of the user this is not a stand-alone product anymore Its a system. An experience   
  40. 40. A SEAMLESS EXPERIENCEANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  41. 41. OPEN ECOLOGY city transport is an open ecology where a number of players participate, and some compete    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  42. 42. STOPS CAR WALK HOME SIGNS TRAM BUS TRAIN BIKE PEOPLE PANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  43. 43. WHY USE ONES CAR? the two primary factors for using ones car were found to be control and risk reductionANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  44. 44. PEOPLE WANT CONTROL    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  45. 45. PUBLIC MEANS OF TRANSPORT? an immediate loss of control and an uneven lack of information along the journeyANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  46. 46. GIVE THEM AN APP THEN, BUT .. make the app a fitting piece of a larger cross-channel strategy, not the only control pointANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
  47. 47. REFACTOR AND REFIT change the travel planner into an information broker, a personal travel manager and call it ARB (not really necessary)ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
  48. 48. INTEGRATE ACROSS CHANNELS ARB integrates seamlessly with the many other touchpoints commuters find along their way when using co-modal transportANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
  49. 49. STOPS CAR WALK HOME SIGNS TRAM BUS TRAIN BIKE PEOPLE P APPANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  50. 50. A CONSISTENT EXPERIENCE ARB ties all different pieces of the journey into a consistent experience, always providing clues on what already happened and what is going to happen nextANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  51. 51. MAIN TASK: PROVIDE INFORMATION information allows them to maximize their choices and go beyond a bad commuting experience or simple satisficingANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  52. 52. DO NOT INTRUDE very much like a secretary, ARB works in the background to oversee processes and assure that everything runs smoothly and on timeANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
  53. 53. CUT DOWN ON FEATURES strip away everything that does not belong or reinforces the new paradigm and do not duplicate functionsANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
  54. 54. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  55. 55. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  56. 56. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  57. 57. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  58. 58. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  59. 59. TWO DIFFERENT SITUATIONS normal conditions, when everything works as as expected difficult conditions, when something disrupts the normal flow of eventsANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  60. 60. IN NORMAL SITUATIONS ARB plays a subdued role as an intelligent alarm / reminder, and as a confirmation point. It sends off proactive warnings and notifies of upcoming changes in statusANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  61. 61. IN DIFFICULT SITUATIONS ARB turns proactive warnings into operative suggestions for alternative paths to route around blocks, delays, or missed connectionsANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  62. 62. BE A TEAM PLAYER other information sources available in place are to be considered and not downplayed nor second-guessedANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  63. 63. WORK SEAMLESSLY touchpoints have to move ● from being competitors to being seamless co-providersANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  64. 64. PLAY YOUR STRENGTHS dont try to be everything users will use other channels no matter what you try or doANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  65. 65. OPPORTUNITIES IN NEGATIVE SPACES the availability of information at key decisional points and in between decision points is a crucial factor in a successful cross-channel strategyANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  66. 66. POINT-OF-NO-RETURN at some point of the commuting leg backing out of the process is more impractical than going forward no matter whatANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  67. 67. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  68. 68. BE A SILENT, WATCHFUL PARTNER favor passive acquisition of information and do not require constant user attention or participationANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  69. 69. BE MULTI-MODAL use sound, movement (buzz), color and shape to convey different levels of importance and urgencyANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  70. 70. USE AMBIENT SIGNIFIERS ARB provides audio signals for key places. These could be musical cues, or fully-formed messages or melodies uniquely attached to a single locationANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  71. 71. ADD WHEN IT MAKES SENSE For example, why not provide dynamic calculation of the estimated time of arrival (ETA)?ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  72. 72. LEARN THE POWER OF TAKE AWAY in a city center, many touchpoints mean also many alternative means of transport available simplify and reduce choicesANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  73. 73. BRIEF RECAP be a team player dont try to be everything work with the ecosystem be a quiet partnerANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  74. 74. book    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  75. 75. THANK YOU Andrea @Resmini http://andrearesmini.comANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×