Together DRT Presentation

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‘Together’ is an all-electric, demand responsive bus service designed to integrate seamlessly with our existing transport networks. Available on request over Internet, phone and SMS, ‘Together’ runs …

‘Together’ is an all-electric, demand responsive bus service designed to integrate seamlessly with our existing transport networks. Available on request over Internet, phone and SMS, ‘Together’ runs on 100% renewable energy and aims reduce the need for individual vehicles on our choked roadways.

‘Together’ redefines a ‘public transport’ experience with punctual on demand service, maintaining constant dialogue between user and the dynamic service.

http://www.timtompson.com

More in: Design , Technology , Business
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  • 1. MAJOR PROJECT REALISATION Together: Demand Responsive Together Transport Case Study: Rouse Hill Industrial Design Tim Tompson University of Technology 10175747 Sydney +61450731959 timtompson@gmail.com TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 2. + More Detailed Information in Book p1 + Reference Page numbers are cited + Presentation Colour Coded by Topic + Presentation Progress View Below Background Design of Service Specific Application TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE && SOFTWARE PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 3. Trends & Sustainability “A paradigm shift from technology driven development to human centred development is underway. The focus is shifting from materialistic and visible values to those which are mental, intellectual and possibly less material. An era of ‘cultural productivity’ has commenced, where the importance attributed to modes of life, values and symbols may be greater than that attributed to physical products. Design thinking stands steadfastly at the centre of this continuum. Simultaneously, this development highlights the importance of cultural traditions and the need to extend and revitalise them.” The Kyoto Declaration. March 28.2008 TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 4. Design Themes:SERVICE DESIGNSUSTAINABILITYDESIGN THINKINGINTERACTION LINKINGTOGETHER...TECHNOLOGY,BUSINESS &THE USER. TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 5. Applied to a Sustainability &Social Problem: es of p etrol aOil Dependence 3.6 b illion litr day. % is im ported. 60+ $88.14 79.84 = AU now $ a barrel 3 billion a year AU$2 n depen dency. foreig TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 6. Oil Dependence Problem isescalating rapidly A U$300+ per barr el, within 3-5 years.. . foreign dependency . $63.5 billion a yea r. almost 10% of our GDP TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 7. With Additional Drivers forChange + Sustainability + Traffic + Congestion + Population + Health + Technology + Community Livability = Opportunity TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 8. Problem: Technological Change is Slow 100 % Percentage of American Households 75% Mobile Phone Electricity 50% Internet 25% Computer Microwave Auto Refrigerator Electric Vehicles 0% 1900 1915 1930 1945 1960 1975 1990 2005 New York Times, 2005 TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 9. GOAL Oil Dependence - Vulnerability Sustainability - Resilience Factors Barriers to Change FOCUS Barriers Broken Via Factors “Design fills the Design Opportunity gap between strategic intent and Towards Longer Term Objectives implementation.” Second Road 2009 TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 10. Process Design Thinking: Innovation Design Innovation Venn Diagram Feasibility Viability Technology Business Functional Emotional Innovation People Innovation Useability/DesireabilityBased ondiagram Generally the areas whichcited by Design lack thorough considerationBrown,2006 Innovation in sustainable projects TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 11. System & Service Design a system / scenario and its key designed components, that provides a ‘seamless and affordable’ viable alternative to private petrol driven motor vehicle usage for local travel. The system/scenario should by design minimise the psychological barriers to its adoption (cited by Pera et al 2008, and Holden, 2007). The design should liberate residents from the clutches of motor vehicle and petrol dependence for leading towards and transitional in respect to the long term objectives of sustainable development by ‘Creating Resilience’ and fostering ‘Community’(Beatley, et al, 2009). The design should be iconic in the sense of a promotional tool for the advantages and long term goals, of sustainable development. TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 12. 28 Design Objectives under the headings of: + Creating Resilience - No external Dependence + Fostering Community - Stronger Community Wellbeing + Fostering Sustainability - Renewable Energy, Res. Eff. + Iconic - Promote Ideals to wider comm. + Liberating - Empower with Choice p19 Change Mindsets towards transportation: 1. The Mindset of Paradigm out of which the system - its goals, power structure, rules, its culture - arises. Donnella Meadows, 1999, Leverage Points TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 13. Demand Responsive Transport + Minibuses around + No fixed Routes + Users must book 10 seats the service in advance A DRT Service can at several locations The DRT Service pick up multiple all with different drops off each passengers destinations passenger exactly where they want. TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 14. Demand Responsive INTER SUBURB TRAVEL more than 5km Transport + Comparable Service Level + Integrates with A linking existing services. Service + Low Investment LOCAL TRAVEL less than 5m + Add Value to all stakeholders. + Resource Efficient + Low Land Use Together DRT User Focus Create Appeal TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 15. New Service Model Together: Demand Responsive Together Transport Demand responsive bus services to empower communities towards a resilient & sustainable future TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 16. Resource Reward & Efficiency Value Renewable Delivered Indirectly Technology Business The User Together Service Model: Design Innovation Venn Diagram Provide New Value Assisted by current trends & financial pressures TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 17. Technology Value Technology + All Electric Bus Service + 100% Renewable Energy + 3 Phase Implementation convenience health renewable all electric TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 18. Technology Value Phase I: Technology Implementation + Green Energy Off Grid + Trial Period + No large financial commitment + Gets the Service started 0 5 10+ years TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL 0 5 Tim Tompson 10175747 Major Project Realisation Together 10+
  • 19. Technology Value Phase II: Technology Establishment + Installation of Local Green Energy Source + Acts as a promotional tool 0 5 10+ years + Balances energy use of the service 0 5 10+ years TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE 0 MARKETING INTERFACE ANIMATION5 ROUSE HILL Tim Tompson 10175747 10+ Together Major Project Realisation
  • 20. Technology Value Phase III: Technology Maturity + Optimal set up 0 5 10+ + Installation of a years 400kWh + Battery + Balances Grid + Multiple vehicles 0 5 10+ can recharge years simultaneously + Creates the Energy Buffer 0 5 10+ years TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 21. Technology Value Phase III: Technology Maturity - Energy Buffer Possible Power Demand with Extensive Electric Lower Peak Demand Vehicle Usage mWh on energy grid. Current Power Demands Electric Car Power Demand on the grid electric car batteries / underground battery feeding 00:00 04:00 08:00 12:00 16:00 20:00 00:00 back to the grid TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 22. Technology Value Technology + Designed for SMS Rouse Hill Rouse Hill Smaller Medium New Dev. Zone Density Areas Dispatch + Designed as to Kellyville Managed overall Operate as Cells same call centre/ internet server etc Each Zone has own financial support all managed by Together. Windsor Rd to Castle Hill etc. TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 23. Technology Value Component Selection Technology + Technology constantly improving. + Leasing allows upgrades + Best fit at that time hite Van Man Ed ison: Changing W to Green Van Man 3.5t higher n is the world’s first top speed The Smith Ediso a vehicle, providing function electric payload of up to 1220kg* and of up to 50mph, a to 100 miles. ery charge of up a range on one batt The modern and friendly styling which r than a diesel traction module deeply pleasantly introdu from 0-30mph faste updated. A new and ce this minibus in the heart of our Edison can accelerate for urban operations. And a GVW batteries provide ZEUS with premiu more powerful AC m features on the water cooled electric historic centres, motor, an IGBT inverte fits today a ideal Speed and accele vehicle, making it drivers do not requi re ration performances electric minibus market. r and new lithium means that your moreover the new also increase as a consequence of less than 3.5t possible to half lithium batteries allow a range of 120 km in a typical of more than 500 kilos of weight saving the necessary time a Class C licence. ase 3.5t to rechar ge them completely and make urban duty cycle. With the new batteri and es it is also Medium Wheelb short partial rechar on Edison Panel Van, ging too. * Payload based ZEUS PASSENGERS MAIN DIMENSIONS • Home delivery (standard) (MM) on s for the Smith Edis Maximum length ZEUS • Logistics Seated Ideal application 3.5t to 4.6t, the • Parcel ng ry Standi delive 7 7 7 Maximum width 5.890 2.070 Maximum height weight options from mum performance 18 22 (with A. C.) With gross vehicle • Wheelchair Utilities 26 2.595 ned to provide maxi Folding seats estates manageme 1 nt -- Minimum height from ground Edison range is desig • Facilities and -- Wheelbase 200 application. -- 2 in any closed urban for lower mileage, Driver ling collection -- • Waste and recyc 1 Overhang front / 3.720 is perfectly suited and duty cycles 1 rear The Smith Edison TOTAL 1 1.140/ 1.030 on congested roads • Airport operations 27 32 Turning diameter intra-city operations . 34 ctions and drops • Public authority Entrance step height 13.740 and starts, or colle with many stops embraced 310 have alrea dy adopted and • Service engineers Dry weight with driver Market sectors which 4.300 Kg de: our vehicles inclu following configurations: n is available in the The Smith Ediso y roof heigh t Panel Van – man ns and wheelbase optio n of tipper Chassis Cab – optio or dropside body with 15 seats Minibus – available s.com ectricvehicle www.smithel TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSION colours SERVICE MARKETING INTERFACE ROUSE HILL Tanfield GroupSUSTAINABILITY ANIMATION client cyan Together supplier magenta Tim Tompson 10175747 TBC yellow printer 4859 black job number A4 Smith Edison Leaflet Major Project Realisation project ARTWORK © wda design 2007 stage 8.04.08 date hop CS2 Illustrator CS2, Photos notes r print design.co.uk
  • 24. Together Funding 25% funded by local User Business business. Government Business User Tickets 00% % 50 % 100 % Local & State Local Businesses Kept around $2 per Government that can benefit ride, flat fare per from the service. person, within the Same user base. area. (shopping centres, energy companies) TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 25. Business Value Business + Targets Implementation by creating Rouse Hill business opportunity Town Centre ROUSE HILL + Co-operatively Run by community 1800 123456 together.com.au entities + Add Services + Customer Loyalty SYDNEY CITY + Keeps all finances local 1800 123456 together.com.au + Environmental Branding/Image + Advertising on Vans + Infrastructure KELLYVILLE 1800 123456 together.com.au TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 26. User Experience User & Marketing User Value + Targets User Value Chain + Can be implemented without State Government Funding + Interactive Dynamic Service Model + Tailored Solution to every location + vs Competition TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 27. Competition Blueprinting Need to Travel Have Vehicle Ready Find Keys Prepare Board Vehicle Possible Traffic Problems User looks for carpark Private Motor Vehicle Extra Burden Find Carpark Vehicle Stops Exit Vehicle Lock Vehicle Walk to DestinationUser Arrive at Destination Touchpoint Analysis TAXI TRAVEL Is the car ready? Driving Stress Huge cost adjust seat etc need to know and effort to keep Can I get someone Can be stressful Can cost Parking can be far away where to go. a vehicle road ready to take me? high comfort level. not generally fully Private comprehended. Traffic issues. time consuming time consuming Motor Vehicle Service Arrives Pay for Service Find Seat Request Stop Know stop, location User Walks to Bus Stop User Waits for Service BUS TRAVEL Concult Timetable Routes can be long Know where you are Push button, bus stop can be far away. no feedback, priority lanes travel ten or get ready to get off. anxious wait. Walk can be long find small change Indirect Routes very unreliable service concession card? Regular trip length uncertainty Bus Service Extra Step: How can hassle be minimised? Pay for Service User Requests Service CAR TRAVEL TAXI TRAVEL find phone number Indirect Routes phone only no feedback, can order the service for can be unreliable anxious wait. you book a time in pick up or and arrival time Dropped Close by advance no quarantee Taxi Service they will come. trip length uncertainty ordering process differentiated. verification by only by calling back to double check feedback of exact Swipe ID card Preregistration arrival time will make wait more pleasant, SMS RFID Driver should already and productive Automated payment multiple modes be aware of exact no user intervention required. of ordering destination DRT TRAVEL find contact service Indirect Routes free ride guarantee Only done once can order the service for priority lanes? if the service is late. account could be pick up or and arrival time Dropped Close by automatically topped up. Design Interventions to minimise impact of hassle / intuitive simple ordering process? Together DRT Concept + Design Out Foreseeable Problems in the Service p48 + eg Remove Hassle of ordering - Saved presets, user profile, one click ordering, sms etc. + eg Remove Anziety of Waiting - Constant Feedback / Reliability (Hollins, 2006) + Combat benefits of car driving by adding Service - Driver assistance with groceries / disability etc TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 28. Adding Value Creating Appeal Cognitive User + Diverse Mindsets (Pera et al 2008) + ‘trial’ period commitment + Consistancy + Service Guarantees Physical Emotional + Removing Barriers to Change + Involvement Multiple Levels of User appeal as cited by Tim Brown, 2006 TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 29. Early Adopters User SMS SMS SMS SMS SMSRFID RFID RFID RFID RFID Elderly 60+ Young 11-16 Late Night Travel Dont feel comfortable freedom before they get a Avoid drink driving, safety driving, feel unsafe. license TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSION SUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 30. Software & Technology User Interface Active Involvement Participation SMS RFID ID Card Landline SMS Mobile Internet Internet Phone TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE && SOFTWARE PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 31. PREREGISTRATION Technology User Constant Feedback & NET SMS CALL Consistency Web Interface Prompt System Booking Stored DISPATCH CENTRE Active Vehicles Assigned Driver Interface Automated Booking Centre, manages calls TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE && SOFTWARE PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 32. + Key Information F Walker Town Cent. T-Way Inter. J Meadows M Jones + Live Timing 1 DIS T - 2 mins 1 T + 1 mins 2 D - 17 mins 5 4 D - 17 mins + GPS location + Driver has Control + Can Contact Users Service 1 50m ahead Guarantees Reliability & Timing 44 Mile End Rd are Paramount TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE && SOFTWARE PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 33. Account Linked to: + Various Methods x + Rapid Booking http://www.together.com.au/user-sd98y3.html + Saves Presets Together NEW TRIP + Clear Simple SAVED SHOPS 1 + FROM ADDRESS TO TOWN CENTRE LOCATION PASSENGERS HOME (23 MILE CRESC.) + Experience ONETEL 3:42 PM ONE WAY TODAY ROUSE HILL ZONE VIEW MAP ROUSE HILL ZONE VIEW MAP + Consistent Back DAVE SIMMONS Change Confirm USER LEAVE AFTER BARRY WHITE change acc Tailored Service ACCOUNT $33.43 12 12 12 top up account QEUED TRIPS ? User feels like a HOME - TOWN CENTRE 12:12 ESTIMATED COST $1.90 HOME - MEDICAL CENTRE 12:12 CONFIRM TRIP member. DEPARTURE ARRIVAL NOT SPECIFIED 34 WERONA AVE ASAP ASAP a 2 i Account Presets Updates About TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE && SOFTWARE PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 34. Promotional Animation + Promotional Tool Demand Responsive Transport + Promotional Tool for Together Concept + Wide Audience, viewed online. + Commence Dialogue p59 TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 35. Animation TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 36. Case Study: F OC US Rouse Hill + An at Risk Area, high Oil Dependence + No support of State Government + Huge Growth Area + High Debt area, Financial Pressures + ‘Australian Dream’ TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 37. Local Residents 0-9yrs 10-19yrs 20-29yrs 70+ years 30-39yrs 60-69yrs 50-59yrs 40-49yrs + 7500 people, rapidly expanding + Young Demographic + Strong Community Feel + Green Culture TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 38. Rouse Hill Travel Patterns High School + ‘One to Many’ Primary School + 3 Key Destinations The Mean Fiddler Rouse Hill Town Centre Quakers Hill Transit CentreInterchange Town Centre Mean Fiddler South to Castle Hill, Interchange Town Centre Mean Fiddler Parramatta & the City TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 39. Road Kilometre Rouse Hill Range, est travel time; Proposed - 4.5km 10 m in - 4.0km 9 min Efficiency of - 3.5km 7.5 min Service - 3.0km - 2.5km 6.5 min 5 min - 2.0km 3.5 min - 1.5km 2.5 min - 1.0km 1.5 min - 0.5km .5 min - start + Passenger Average 3 per round trip + Round Trip average 25-30 minutes, 2 per hour Operational Angle 60’ DRT Key Location: 1km Radii by air Town Centre South to Castle Hil l, Parramatta & the City TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 40. totals 16154 33600 Rouse Hill eek pilot k/14 w st for 1102BUS 8hrs/5days week/14 week totals ase co wee d bus le er trial perio 16154 days p ages 4846 hrs/5 14 w y 51615 BUS 8 energ costs TIMES 70 are 2 ATING softw sts TION OPER f trail ad Co 5 On Ro sts PERA o 8 123471 weeks s co O other TRIAL 2 ay total d er week 16 COST Phase I: OPERATING TIMES 30,000 sp if day D day IMATE period uses hrs per l buses dai ly L EST S er of b rly) TOTA yearly 5385 BUSE numb e cost (yea hrs fo r al as 3 20000 0 bus le 5385 patrons ated 6 WARE 2 estim /h 48 SOFT license 20000 5385 15 per bus netwo rk e 20000 96 ainanc per ho ur per day maint trips 30 tal US e rider bus per day suppo rt per bto 538 PER B averag km per trip 32 total p ass yearly 00 1346.1 7 Implementation e 50 07 averag 4480 26250 OSTS 269.23 ur re ISC C 1000 ket Sha 2 weeks of trail 14 bus lease cost for pilot 16154 kms/ho er day Mar 7500 0.004 ING M sp 60 3.5 to tal ONGO e 20000 av trip in trial pop eriod ainanc t 480 per da s req total p 15 maint 20000 trips es SES trips ting US ly trip total 538.46 marke FS 10000 ALL B OR ALL BU per ho ur 33600 % of dai yearly 00 2000 92.308 F out LF e km 15 ad C 26 ONE O n / bus t TOTA averag km per day On Ro 10 10000 1615.385 tio n installa g 30,000 total days 70 wages per trial period 33600 tio e averag avelled e in 5000 6000 installa tr vehicl marke tin e / po wer trip trial km ev 30 25 other 3000 signag users/ ers tr Proposal if days per week d 5 ins street req us 6.9 ch en d aves ea public st 9.2 volve av co 867.77 bus le 30 g fundin 4 30 7.03 ERS rate 0 15 13.8 5 energy 1102 DRIV award ard rate 3 41 5.54 w nding 27.6 ers in plus re te 480 o nly fu at c 2 6173 ra 2400 users d at th 3471.1 driver require 1 12 pay users other edaily s 20 Daily cost u Wages eekly 15 0 G ts hrs per day es W 8 PECS software costs 16154 rvice, Wag CAR S ize kWh batt 0.1333 33 50000 er km Battery S km per 64 cost p Range 20000 0.03 imated 23296 sidised T gy Est if sub 10000 the se eneRrICITY 81 0.033 er km cles GP 0.1917 kWh p day all vehi ndleas ler e 30000 rgy Aus 5 Le hrs for all buses 16 On Road Costs 4846 er H (Ene 0.2459 kWh p month 1918 Fidd p97 T W Mean 30000 sidy ELEC Cost K kWh p er 11 02 cil % Sub 13 in e Grid energ y Coun 1. Off th nergy) 3763 ovt to reen E solar y tate G 140000 -16529 Grid (G energ S unity green s/trip 25 0,000 pro g cost petrol 26 61 ers tr user other costs 51615 2 OTE 25 bsidy req us .92237 2 -0 rt R QU total su NDING av co st -4132. 83 SOLA 10,000 G $$ -1.229 oppo SAVIN FU 4 stem REAL -5509. 6 745 kWh sy Quote 27.397 26 3 5 -1.844 imated ncy 0.06 nding -8264. -3.689 49 Est only fu at that c 2 pecta gy users 6528.9 blems life ex ener age d 2 patrons cost solar gy us 2688 require 1 -1 yearly y ener users st weekl 2.31 cost daily co km 1.4 8 estimated x pro er 8 iod L 6209.2 cost p fuel fo r per el kg 84 0.11 re of fu 18627. N CO2 lit ing actual kg an kg ARISO ore th 15 fi 3 TOTAL ESTIMATED COST 123471 COMP el per litre CO2 S av ative m f fu altern cost o e L/100km 32 riving non d averag fuel er km cost p reen 10 0 f Energ y JackG 30 per bus/h 6 MJ per DESIG litre o um re MAXIM N FOR ips/hr t tr UM LO ADS 2 20 40 4 Assum Green ptions Energ y 0.2459 5 kWh maxim um km 32 bus per day 48maxim km/hr l break ge 160 + 2 bus service / 14 weeks Contributors hrs til rechar before total km 4480 total pass per day 96 SOFTWARE yearly period license 20000 5385 + 15 60 Market Share minutes average between network GPT 50,000 0 480 pop 7500 Delfin maintainance 20000 20,000 5385 services. per da 33600 trips 3.5 total 26250 support Mean Fiddler 10,000 20000 5385 + 8hrs x 5 daysyearly week total period 15 On Road C per % of daily trips req total 0.004 Council ONGOING MISC COSTS 30,000 yearly per btotal State Govt 30,000 + Free travelinfor users 10000 2692.308 25 5 vehicle other 1000 5000 2000 538.4615 maintainance marketing 5000 1346.1538 1000 269.23077 + Subsidised 100% 30 0 public ins 3000 6000 1615.385 ONE OFFS Total Subsidy installation / bus t out 140,000 20000 480 marketing 20000 2400 street signage / power installation 10000 SYSTEM & USER EXPERIENCE & SOFTWARE & funding av cost CASE STUDY: req users tr users/trip CONCLUSION TRENDS & PROMOTIONAL cost per km SUSTAINABILITY CAR SPECS SERVICE MARKETING INTERFACE users only funding ANIMATION ROUSE HILL 4 30867.77 6.9 Tim Tompson 10175747 Together781 0.03 Battery Size kWh 20 users required at that c 3 41157.03 Realisation 9.2 Major Project
  • 41. totals 120000 Rouse Hill 349440 pilot 11459 r st for s /yeaBUS 8hrs/bus/7 days /year totals ase co d y bus le er trial perio 60000 s/7 da wages p 36000 hrs/bu 52 gy 100000 US 8 ener sts TIMES 364 are co s ATIO N4B ATING OPER f trail 7 softw On Ro ad Co st 676899 OPER o 8 t up weeks s ing / se runn FULL 4 ay total d er week Phase II: OPERATING TIMES 32 30,000 if day sp COST day ATED uses hrs per l buses dai ly L ESTIM period BUSE S er of b rly) r al TOTA yearly 20000 numb e cost (yea hrs fo as 3 20000 0 bus le 20000 patrons ated 6 WARE 2 estim /h 48 SOFT license 20000 20000 15 per bus netwo rk e 20000 per day 192 ainanc er hour maint trips p 30 bus er day rt per bto tal Establishment trail PER B US e rider 64 ass p suppo yearly 20000 averag km per trip total p age 20000 10000 aver 93184 26250 OSTS ur t Share ISC C 10000 4 weeks of 52 bus lease cost for pilot 120000 kms/ho er day Marke 7500 0.007 ING M sp 120 ation 3.5 to tal ONGO e 40000 av trip in trial popul eriod maint ainanc est 960 per da s req total p 00 10000 trips trips 40 ting US SES ly trip total marke FS 20,000 ALL B OR ALL BU per ho ur 349440 % of dai yearly 00 4000 20000 F out LF e km 7.5 ad C ONE O n / bus t TOTA averag km per day On Ro 10 20000 12000 tio n installa g 30,000 total days aver age travel led 364 vehicl e in 50 00 1200 0 marke tin e / po wer in stallatio wages per trial period trip 349440 Proposal if days per week trial km ev 30 25 other 3000 signag users/ street ers tr 1.8 ch en d 5 ins req us aves ea public st av co 9224.8 2.4 bus le 30 g fundin RS te 4 16 33.1 3.6 DRIVE ra 0 56 7 energy 11459 award ard rate 3 22 49.7 w 960 nding 3384 7.3 plus re te o nly fu that c 2 ra 6720 users red at 6899.3 driver requi 1 67 pay users other 20 Daily cost W ages y 150 Weekl hrs per day gy Wages cost p er km 0.03 8 PECS CAR S ize kWh Battery Estim S ated R ange km per batt 0.1333 33 128 46592 if sub sidised T software costs100000 40000 20000 60000 eneRrICITY 81 3 er km cl es GP 0.1917 032793 kWh p day all vehi ndleas ler e 100000 p98 0. y Aus 5 Le hrs for all buses daily 32 On Road Costs 36000 er (Energ 0.2459 kWh p month Fidd 60000 sidy T WH Mean ELEC Cost K kWh p er 1145 9 cil % Sub 47 e Grid Coun 0. Off th nergy) 39137 vt reen E erg y Sta te Go 320000 356899 Grid (G en en 0 st gre l users/ trip 250,00 prog co petro 2767 8 ers tr running / set up 100000 req us 123 OTE 25 bsidy 0.9575 R QU $$ total su NDING av co st 89225 1.2766831 SOLA 10,000 SAVIN G FU 4 stem REAL 118966 1.9150246 kWh sy uote 27.397 26 3 ated Q y nding 178450 3.8300492 Estim nc 0.03 only fu at that c 2 life ex pecta energ y age users d 356899 2 patrons cost solar gy us 27955. 2 require 1 yearly y ener users st weekl 2.31 cost daily co km 1.4 51 cost p er 8 r perio dL 64576. fuel fo el kg 3729.5 0.11 re of fu kg kg 19 ARISO N CO2 lit ing actual re than 15 estimated 3 COMP el per litre averag f fu cost o e L/100km cost p er km fuel 32 CO2 S no n driv av ing alte TOTAL ESTIMATED COST rnativ e mo 0 676899 reen 10 nerg y JackG 30 per bus/h 6 MJ per DESIG litre of E um re t MAXIM N FOR ips/hr tr UM LO ADS 2.5 15 37.5 Assum Green ptions Ene rgy 0.2459 5 kWh maxim 4 um km 64 bus per day 48 maxim km/hr 150 + 4 bus service / 52 weeks Contributors period l break rechar ge hrs til before total km 93184 total pass per day SOFTWARE 192 yearly license 20000 20000 + 7.5 minutes average between services. network GPT 120 Market Share 50,000 0 Delfin 20,000 + 14 hrs trips7 days per total x per da 3.5 week 960 population 7500 maintainance 20000 20000 349440 26250 support Mean Fiddler 20000 10,000 20000 + $27.5 Onof dailyCtrips req total Charge per user journey0.007 ONGOING MISC COSTS % Road yearly total period Council yearly per btotal 30,000 State Govt 30,000 + Subsidised 45% 25 5 vehicle in other 1000 5000 4000 20000 4000 20000 maintainance marketing 20000 10000 20000 10000 + 0.7% of the 23,000 daily trips byONE OFFS 30 public ins 3000 12000 12000 locals Total Subsidy 140,000 0 installation / bus t out 40000 must be captured by the service.marketing 960 10000 6720 street signage / power installation 20,000 TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL funding av cost CASE STUDY: req users tr users/trip CONCLUSION cost per km SUSTAINABILITY CAR SPECS SERVICE MARKETING INTERFACE users only funding ANIMATION ROUSE HILL 4 169224.8 10175747 1.8 Tim Tompson Major Project Realisation Together
  • 42. Rouse Hill Funding Breakdown Tickets State Govt Council Mean Fiddler Delfin GPT Trial Period Full Operation $125,000 / 14 weeks $680,000 / year p99 TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 43. Scenario Scott Requests Scott is meeting his Service at friends in town, he was 14 Highland Way going to ride but now is 3km 6 mins Proved Viability of worried his bike would He doesn’t show up get nicked at the and is charged. SMS RFID interchange. So he’s gonna take the bus. Service. In relation to His mum prefers it too. calculations. Jane’s Home 1.1km 2 mins Kate’s Home 7 Cleveland Close 1.1km 2 mins + Total Journey Greg’s Home 7 Paramount Cres 1.9km 4mins Mavis’s Home Time: 32 minutes 3 Mc Guirk Way 2.3 km 5 mins Greg has d leave the c ecided to ar at home today, he c + Total Distance: ame home a bit earlie r today so he came ho me and got changed firs t. He cant wait to cut 12km loose at the pub tonight . The Mean Fiddler SMS SMS RFID RFID y Mavis had alread + Passengers: 5 + Mean Fiddler en booked a time wh uld be Current Residential Area Pick Up Location she knew she wo finished with her chores go home , ants to he in town, sh e will need Kate w en at t 1 No Show Key Destination 1km Radii Set Down Location Bus Route Jane to w cant be bus ait f b or th othered assistance to ge off the bus. t on & she has be cent is d re with her son tle groc oing a lit rders , she o and ery and its g e link ing shopping she SMS get oin vice as da swipe rk soon g to the ser RFID d card her me So she . finishes mber boar and jump ship d at e the d on Rouse Hill Town Centre (Double regular chan ge. Transit Interchange inter START - SMS RFID Interchange Town Centre FINISH users per loop) p92 TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 44. In an environmental sense in full operation, the community saves up to 190 tonnes CO2 saved locally per year. It frees up land at the Shopping Centre that is currently costing up to $1000 per carpark space every year. The Mean Fiddler can attract greater patronage and disperse crowds faster at the end of a night. TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 45. Individuals can save hundreds of dollars a week if it means they can eventually get rid of one of their cars. They now have at least have alternate transport if there is a petrol crisis. Petrol Money once disappearing Internationally now stays within the community. TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 46. Conclusion 28/28 Design Objectives were met under the headings of: + Creating Resilience - No external Dependence + Fostering Community - Stronger Community Wellbeing + Fostering Sustainability - Renewable Energy, Res. Eff. + Iconic - Promote Ideals to wider comm. + Liberating - Empower with Choice “You are what you use... not what you own.” live|work TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 47. Access to Software & Together Network Mus t be spec tailo ifical red t o loc ly Local Need, Users & Travel Pattern cont al Energy Charging Vehicles Battery Local Identity exts 20 tailored solution 20li software matched to specific context 25li 100% necessary fits fits within green range + battery battery together constraints: charge or included or included constraints energy speed Local Stakeholders to benefit & Invest Together SYDNEY CITY 1800 123456 together.com.au TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 48. Resource Reward & Efficiency Value Renewable Delivered Indirectly Technology Business The User Provide New Value Assisted by current trends & financial pressures TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 49. Next Steps: PROMOTE & CONTINUE DIALOGUE WITH LOCAL PARTIES. DESIGN AS A TOOL FOR POSITIVE SOCIAL CHANGE. TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together
  • 50. Together Thank you TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSIONSUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747 Major Project Realisation Together