Improving the Seoul Metro Tourist Experience

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Imaging exploring a city with over 21 million people on foot in a city where people do not speak your language. And with over 2.5 billion passengers taking the subway across 18 subway lines in a year, how would you cope as a tourist?

As a tourist myself, I spent 12 weeks over the spring of 2012 on a self directed Service Design project, aiming to uncover useful insights to enhance the tourist experience via investigating the usage of taking the subway in Seoul, South Korea. Ultimately earning my MDes of Experience Design at the Samsung Art & Design Institute (SADI).


This is a deck that summarizes the data collected which I used during my final presentation, hence please pardon my tardiness for some content that are missing. As a green and keen advocate for Service Design, I believe in the spirit of sharing learned knowledge to expand personal knowledge. So please feel welcome to share and leave comment or two. Thank you.

잘부탁드립니다.

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Improving the Seoul Metro Tourist Experience

  1. 1. webster tai © 2013 12012 sadi & csad mdesADX410 Practice and Public PresentationImproving the Seoul MetroTourist Experience
  2. 2. webster tai © 2013 4
  3. 3. webster tai © 2013 6
  4. 4. webster tai © 2013 7Project BackgroundExecutive SummaryA Service Design project for tourists in Seoul,investigating the traveling experience, particularly whileusing the Seoul Metropolitan Subway, and then designingimprovements through uncovering their needs.
  5. 5. webster tai © 2013 8Project limitationExclusion of local bus service due to timeframe
  6. 6. deliverDISCOVERDEFINEDEVELOPObjectivesUserNeedsservice conceptdesigningconclusionIdeationservice designtoolsunderstandingAimsIntroductionBasicPrimaryCultural ProbeShadowingFly on the WallEthnographicresearchUI-InterfaceApp ArchitectureDesign PrinciplesUsage Scenario Next StepsBlur testDirected StorytellingContextual InquiriesLiterature reivewDesk researchDesign StrategyFraming Insightsweek 01 week 06 week 10week 03 week 08 week 12Personal
  7. 7. webster tai © 2013 10Preliminary ApproachLiterature ReviewDesk researchPrimary ApproachCultural ProbingContextual EnquiryFly on the WallShawdowing/StorytellingWorking from the outside of the systemwill yield more meaningful insightsbeneficial to the userResearch Approach
  8. 8. deliverDISCOVERDEFINEDEVELOP
  9. 9. webster tai © 2013 12Hallyu WaveA motivationto visit Korea,offsettingculture shock
  10. 10. webster tai © 2013 133 focus stakeholdersSeoul MetroRemain efficient to allpassengers utilizing the subwayKorean Tourism OrganizationMeeting the needs of all touristtypesT-moneyTo have more businessesincorporating T-money whileensuring users maximizefunctionsTouristsBe delighted by the overseasexperiencesReference:Freeman, R.E. (1984). Strategic Management: A Stakeholder Approach. Boston, Pitman.LowHighHighLowPower/InfluenceStake/ImportanceTouristSeoul MetroKorean TourismOrganizationHostel/HotelOwnerLocalsPrivate TourismSectorT-moneyStakeholder Map
  11. 11. webster tai © 2013 14Exploring and uncovering patterns andhidden insights while using the subwayMetro SystemsSeoul MetroSeoul, South KoreaShanghai MetroShanghai, ChinaSMRTSingaporeUser Journey Touchpointsa. Outside the stationb. Way-finding into the stationc. Ticketing aread. Gantry areae. Navigating to the train platformf. Platform areag. On board the subwayh. At the interchangei. Exiting the stationCultural Probing
  12. 12. webster tai © 2013 15Similarities DifferencesCultural Probinga. Outside the stationd. Gantry areac. Ticketing area f. Platform areae. Navigatingmisleading wayfindingsystems within subwaycompoundsubway informationis kept minimal
  13. 13. webster tai © 2013 16Desk ResearchVisual communication lacks consistency and understandingSEOULCITYPASS moneyTourist Transit Cardforeignlanguageuniversal languageoftendisposed
  14. 14. webster tai © 2013 17Desk ResearchOnline informationVisit KoreaSeoul MetroVisit SeoulT-money
  15. 15. webster tai © 2013 18Desk ResearchOnline informationVisit Korea Visit SeoulSeoul Metro T-moneyToo muchToo formal(corporate)
  16. 16. webster tai © 2013 19During extreme scenarios, i.e. technical malfunctions, non locals were unable to comprehend what was going on as information wasonly communicated in Korean, resulting in a ‘monkey see, monkey approach’ to follow exit protocols.Source: http://news.chosun.com/site/data/html_ir/2012/04/07/2012040700012.htmlDesk Research
  17. 17. webster tai © 2013 20Platform stop information above platform doorsOutdoor entrance signageSubway stationnumberEntrancenumberSeoul MetroSeoul MetropolitanRapid Transi Corp.Field ObservationMultiple line operators—inconsistent visual applicationLine number
  18. 18. webster tai © 2013 21SummaryProblems• Language barrier• Too much information• Misleading
  19. 19. deliverDISCOVERDEFINEDEVELOP
  20. 20. webster tai © 2013 23Creating Personas
  21. 21. webster tai © 2013 24Image source: www.Inmagine.comReason for traveling:Attending a conference or tradeshow,company incentive trip or cosmetic/medical surgeryReason for traveling:Shopping, visiting UNESCO worldheritage sites, skiing or attending afestival i.e. World Cup 2002 (Korea/Japan)Reason for traveling:Attending a friend’s wedding orattending a funeralReason for traveling:Exploration, gaining life experiencesBusiness and professionals Leisure and holiday Visiting friends and relatives Youth touristsUser Types
  22. 22. webster tai © 2013 25Frequent TravellerInfrequent TravellerShortStayLongStay3124Air StewardsStudentsBusinessmanMedical TouristsShoppers ExpatriatesYouth touristsFamily getawayRetireesBackpackersGap-year travellersIncentive TouristsUser Matrix
  23. 23. webster tai © 2013 26EvelynBlogshop owner26 years oldSingaporeanJunior AccountantpersonA #1 personA #2 personA #3 personA #4Personality typeTech savvinessTravelling experienceLength of stayExperience in KoreaFootloose1GFirst time travellerStop-overNewbieOrganized4GGlobe-trotter>1 monthSeen it allPersonality typeTech savvinessTravelling experienceLength of stayExperience in KoreaPersonality typeTech savvinessTravelling experienceLength of stayExperience in KoreaPersonality typeTech savvinessTravelling experienceLength of stayExperience in KoreaFootloose Footloose Footloose1G 1G 1GFirst time traveller First time traveller First time travellerStop-over Stop-over Stop-overNewbie Newbie NewbieOrganized Organized4G 4GGlobe-trotter Globe-trotter>1 month >1 month>1 monthSeen it all Seen it allSeen it all“Myeongdong is the mecca ofshopping for me. It’s been ayear and I hope I’ll be able toremember my way around thecity”Tourist profileAn experienced and independent travellerwho loves adventure. She appreciates thedifferent cultures of the world but is strappedwith a tight budget. Her goal is to collect asmany life experiences and travel the entireworld before she turns 30.“2PM! BIG BANG! SHINee!Super Junior!—Yes! I hope Ican bump into them on thestreet!”Tourist profileBitten by the Hallyu Wave bug. She has neverbeen to Korea, neither has she experienceany other climate besides summer. She finallysaved enough for this trip and is hystericalabout what she is going to experience.“I’d probably head toSamcheong-dong and spendthe day there chilling andrelaxing with my colleaguesover a cup of coffee”Tourist profileStopping over after a long haul flight fromSingapore. Physically and mentally exhaustedbut could use some fresh air before headingback. Would tag along with her fellowstewardesses for an afternoon sight-seeingtour if she’s up for it.“I am on assignment and Ineed to get the job done nomatter what the obstacles are”Tourist profileHere for a month travelling alone, revisitingand residing with a Korean friend he metsome years back. As a photographer, he aimsto capture the best of Korea through his eyes.He is interested to also purchase a compactcamera in Seoul for his partner as a gift.YvonneK-POP Fanatic21 years oldMalaysianGraduate StudentKristinaGo-with-the-flow28 years oldEurasian (Indian)Air StewardessMustaphaThe Professional31 years oldTurkish ExpatPhotographerfocus persona
  24. 24. webster tai © 2013 27EvelynBlogshop Owner26 years oldSingaporeanJunior AccountantPersonality typeTech savvinessTravelling experienceLength of stayExperience in KoreaFootloose1GFirst time travellerStop-overNewbieOrganized4GGlobe-trotter>1 monthSeen it allFocus Persona“Myeongdong is the mecca of shopping for me. It’sbeen a year and I hope I’ll be able to remember my wayaround the city”Tourist profileAn experienced and independent traveller who lovesadventure. She appreciates the different cultures of theworld but is strapped with a tight budget. Her goal isto collect as many life experiences and travel the entireworld before she turns 30.
  25. 25. webster tai © 2013 28Field Ethnography
  26. 26. webster tai © 2013 29ShadowingHostel to Airport
  27. 27. webster tai © 2013 30ShadowingHostel to Airport
  28. 28. webster tai © 2013 31ShadowingRushRushRecoverRushRushRushPauseRushPausePausePausePauseHostel to Airport
  29. 29. webster tai © 2013 32Hsiang Yun LeyShirThe trip leader The shopaholic The foodie28 years old 28 years old28 years oldDirected Story-telling
  30. 30. webster tai © 2013 33We visited Dongdaemun andMyeongdong almost everyday.This is my 2nd trip to Korea just to buy more stuff.We’re checking out the places we thought wasinteresting when we watched Running Man^We like that shops open tilllate as we not early risers.We’re grateful that our hostelmanager helped us in so many ways.It was not easy during our 1st encounter usingthe subway and had to ask locals for help.We usually count the stops in ourhead on the train as it’s difficult to payattention to as we’re always talking!^Running Man is a popularKorean urban variety showWe took cabs at night when it waseither too late or we were too tired.Directed Story-tellingWe have never seen bicycles orsalesman on the train before.
  31. 31. webster tai © 2013 34OpportunitiesFindingsMultiple tasks/stepsChecking informationRusing to the airport
  32. 32. webster tai © 2013 35OpportunitiesFindingsMultiple tasks/stepsChecking informationRusing to the airportInsightsGuidance & organizationCommunicate clearly & earlyMaximize stay & keep calm
  33. 33. The journey does not begin whenyou get on the train, it begins whenyou choose to use the subwaywebster tai © 2013 36
  34. 34. webster tai © 2013 37arrivalThere are 2 modes of arrival to Seoul. Touristeither arrival internationally or from other partsof Korea (most commonly from Busan)consultUsers seek out information to plan theirholiday both holistically and on a daily basisfrom various sources. Note: information is alsocollected prior to arrival (home, airplane etc.)activityUser activities are broken out into 3 main groups.The main group EAT serves as the primary groupas a basic need.departureAlike the arrival segment, users will most likely todepart using the same method of their arrival.AirportAirportBus BusSubway SubwaySubway Subway Hotel/HostelHotel/HostelMap/Guide-bookTaxi TaxiPick-upservicePick-upserviceExpress Trainfrom BusanExpress Trainto BusanGyeongbokgungPalaceInsadongMyeongdongEhwa WomensUniveristyDongdaemunDMZTourHongdaeUniversityNamsangolHanok VillageLotte World/EverlandSeasonalFestivalsCafesMassageRestaurantsHaircutTour Agentattractionrelaxationeatmode oftransportmode oftransportTheater/MusicalplanningTouristcenterHostelManagerOnlineresourceF&ECommon ActivtiesKeyNamdaemunGarousugilUser Journey Map (Overview)
  35. 35. webster tai © 2013 38AttractionsLineHongdae University, Ehwa Women’s UniversityMyeongdong, Namdaemun, Namsan TowerAirportDongdaemun Market, InsadongNamsangol Hanok Village, Garousugil24A13User JourneyMain subway lines used by tourists
  36. 36. webster tai © 2013 39AttractionsLineHongdae University, Ehwa Women’s UniversityMyeongdong, Namdaemun, Namsan TowerAirportDongdaemun Market, InsadongNamsangol Hanok Village, Garousugil24A13User JourneyMain subway lines used by touristsWhile a complete subway map may prove to beuseful (for shortcuts and exploration), excessivecontent may prove to be misleading andintimidating, especially for first time visitors.
  37. 37. webster tai © 2013 40before service periodWelcome ExperienceHostel to Hongik StationPlanning the days itineraryShall we take the subway?How many places do we visit today?What was the plan that we set for today?Walking to the station on footDo I know the way back to the hostel?I need to remember my station’s name!Getting a ticketThe service counter is emptyThere are 2 card options?Zero card balance. What!?I don’t understand the languageservice periodContinous ExperienceStarting the day/Returning to hostelTopping up creditHow much do I need?What can I use the card for?Proceeding to train platformWhich side of the gantry should I enter?How many stops before I need to get off?Transit/Interchange (Navigating)I am lost!I just missed the train...There is so much information every whereThis train seems different the previous onepost service periodGoodbye ExperienceExiting Incheon Airport StationExiting the stationThere are 10 exits!? Which one is the one for us?Am I going back through this exit later on?Final exit of Seoul MetroIs my card refundable? Can I get my balanceback? I don’t want to throw money away!DecidingActivity StagesKey stagesStress LevelsInformation NeedsInteractionsEntering Ticketing Finding Waiting Transiting Exiting Exploring Last dayUser (Service) Journey Map
  38. 38. webster tai © 2013 41Blur TestNavigating around the station
  39. 39. webster tai © 2013 42Blur TestGetting a ticket
  40. 40. webster tai © 2013 43Blur TestKey Findings• Colors, numbers and symbols are vital• Lots of access information—distraction
  41. 41. webster tai © 2013 44StartEndEnteringInterchangeAt the platformArrivalTicketingStationNumberingConsultingOn boardNumbers are present onboard some trainsNavigatingNumbers areprominently used toidentify station linesExitingExits are identifiedby numbers and isidentified by theusage of yellowA Tourist ToolAnalysis Insight
  42. 42. SummaryPain-points• Wayfinding around the station• Buying a ticket (T-money card)• Exiting/Alighting at the right station• Utilizing the T-Moneywebster tai © 2013 45
  43. 43. SummaryProblems/CausesPain-points• Cultural differences• Complexity of system• Limited time• Wayfinding around the station• Buying a ticket (T-money card)• Exiting/Alighting at the right station• Utilizing the T-Moneywebster tai © 2013 46
  44. 44. deliverDISCOVERDEFINEDEVELOP
  45. 45. webster tai © 2013 48TOURISTT-MONEYCARDSUBWAYSTATIONcycle of useproductplacepeopleticketingmachinelocalsusageStation closest tohotel/hostelShop, Eat, SeeWayfindingSubway MapAttractionsTaxi/BusesConvenience StoresPayphonesRestaurantsRetail ShopsWhat is T-Money?Needs/IntentionsRefundsMultiple EntryGantries NFC PaymentMonitoring BalanceTrip faresDiscount CouponKeychainuser typesMultiple exits16 subway linesDemographics(age/gender)needs/intentionsactivitiesinformationCity MaptechnologycardWorkAttractionsWalking distanceLast trainINTERCHANGECONVENIENCESTORESfacilitiesCredit cardPoints cardCultural FactorsAugumented RealitySpecial NeedsRestroomsUSIMTerritorial MapStreet vendors
  46. 46. webster tai © 2013 49basicneeds expectations/goals tasks/activitiespersonalneedsNavigationMedicationAccomodationAction ActionFactors FactorsHallyu experienceShoppingDiscoveryToursItinenariesStayingConnectedFinancingFraming InsightsMaximize staySafetyEatingRelaxing AmmenitiesPharmacyWifi HotspotsInternet CafesMoney changers/banksAncillaryRestaurants/CafesToiletsHostelSubway/On-footAccessibilityDesired areasMaps/GuidesLanguage barriersClarityHidden charmsAvailable PackagesCulture shockVisibilityActivitiesAttractions
  47. 47. webster tai © 2013 50Framing Insightsbasicneeds expectations/goals tasks/activitiespersonalneedsguide realize clarify assistNavigationMedicationAmmenitiesPharmacyWifi HotspotsInternet CafesMoney changers/banksAccomodationAncillaryRestaurants/CafesToiletsHostelSubway/On-footAction ActionFactors FactorsHallyu experienceShoppingDiscoveryAccessibilityDesired areasToursMaps/GuidesLanguage barriersClarityHidden charmsItinenariesAvailable PackagesStayingConnectedFinancingCulture shockMaximize stayVisibilityActivitiesAttractionsSafetyEatingRelaxing
  48. 48. webster tai © 2013 51cognitive needsGuide & Realizephysical needsClarify & Assist→ Not feel lost→ Helpline/Guardian→ Maximize day/trip→ Accessibility→ ClarityFraming Insights
  49. 49. webster tai © 2013 52cognitive needsGuide & Realizephysical needsClarify & Assist→ Not feel lost→ Helpline/Guardian→ Maximize day/trip→ Accessibility→ ClarityFraming InsightsConversion Goals→ Feeling in Control→ Manage Expectation→ Enhance Visibility→ Reduce Redundancy
  50. 50. webster tai © 2013 53Designing for needs
  51. 51. webster tai © 2013 54Design StrategyFirst encounter/experienceIncorporating Hallyu Wave• First impression counts• Build early habits• Long term benefits• Smoothen transition• Enhance value• Visual indicatorKim Soo Hyun—KTO promotional ambassador since April 2012
  52. 52. webster tai © 2013 55Proposed SolutionsEnhancing Touchpoints• T-money Seoul CityPass+ card and Packaging• Dedicated Tourist wayfinding/signage• Smart phone Tourist AppIdentified Pain-points• Wayfinding around the station• Buying ticket (T-money card)• Utilizing T-Money Card• Exiting–Alighting at the right station
  53. 53. webster tai © 2013 56Visual ElementsDesign PrinciplesVisual styling reference
  54. 54. webster tai © 2013 57NumbersColor Schemes
  55. 55. webster tai © 2013 58CityPass+ Card (current design)
  56. 56. webster tai © 2013 59moneySerial NumberExpiry1010 0000 0219 65362012/2013YOU MAY USE THECARD WHERE YOUSEE THIS SYMBOLYou may refund balancecredits (up to W20,000) at theairport’s GS25 conveniencestore at before departureIn-depth guides and on-the-go information for all yourtourist needsDOWNLOAD THE APPREFUNDwww.t-money.co.kr8 801247 5812129SEOULCITYPASSAdultLineLineLineLineHongik, Eehwa Women’s UniversityMyeongdong, Namdaemun, Namsan TowerDongdaemun Market, InsadongNamsangol Hanok Village, Garousugil2413TOURIST ESSENTIALSDial 120+924 hour tourist hotlineFront BackCityPass+ Card (proposed design)
  57. 57. webster tai © 2013 60moneySerial NumberExpiry1010 0000 0219 65362012/2013YOU MAY USE THECARD WHERE YOUSEE THIS SYMBOLYou may refund balancecredits (up to W20,000) at theairport’s GS25 conveniencestore at before departureIn-depth guides and on-the-go information for all yourtourist needsDOWNLOAD THE APPREFUNDwww.t-money.co.kr8 801247 5812129SEOULCITYPASSAdultLineLineLineLineHongik, Eehwa Women’s UniversityMyeongdong, Namdaemun, Namsan TowerDongdaemun Market, InsadongNamsangol Hanok Village, Garousugil2413TOURIST ESSENTIALSDial 120+924 hour tourist hotlineFront BackFeel in controlMaximize tripEnhance visibilityEnhance visibilityFeeling in controlClarityReduce redundancyCityPass+ Card (proposed design)
  58. 58. webster tai © 2013 61CONVENIENT STORES / TAXI RIDES / VENDING MACHINESTHE KOREANTRAVEL MATET-MONEY! Adultalso availablein JapaneseCityPass+ Packagingcurrently onlyin Korean
  59. 59. webster tai © 2013 62SEOULCITYPASSAdultLineLineLineLineHongik, Eehwa Women’s UniversityMyeongdong, Namdaemun, Namsan TowerDongdaemun Market, InsadongNamsangol Hanok Village, Garousugil2413TOURIST ESSENTIALSDial 120+924 hour tourist hotlineKim Soo HyunKTO PromotionAmbassador ‘12Incheon AirportHallyu Standee
  60. 60. webster tai © 2013 63Lifesize airport poster signageA3 poster signage (GS25 stores and subway stations)Supplementary Posters
  61. 61. webster tai © 2013 64BrowsingAttractionsDirectory Listingi.e. building namesSystem mapSelectionsetting-upyour tripApp promptto set ‘home’journeysTourist (Smartphone) ApplicationMost Apps only provide a slice of information relating to the trip—this opens up an opportunity to create a go-to tool for users toretrieve information at any point of their journeyTo balance/offset user’s expectation ofthe subway system prior to their 1stexperience while looking after their needs.NeedsBenefits• Understanding local transportation• Getting a ticket/Using the ticket• Getting around—in and out of the station• Deal with language barriers• No pen and papers, more space in the bag• Less to worry—always up to date
  62. 62. In-App TutorialLanguageInfomation PanelAirportTransportationTrip InfoT-money CardsPurchase Info CP+ CouponTourist TipsInformation Location FunctionsAttractionsShopFood & DrinksSightseeArts & CulturalBookmarksAccount InfoPurchaseOnlineHostelTourist TipsCurrencyWeatherKorean PhrasesGeneral InfoConnecting OnlineFacebook (Int’l)RenRen (China)T-Money CardsCityPassCityPass+M PassDaily PassCurrent LocationSubway StationsTrip InfoExit numbers/Directions1st/last train timingsGoogle/System MapsTrip FaresJourney DurationNumber of StopsBookmarksFavoritesTo-doBeen thereNotesAttractionsGoogle/System Map ViewRecommended AttractionsNearest StationAirport/HostelArrival/DeparturePoints of InterestToiletsConvenience StoresPharmacyWireless hotspotsMoneychangers/banksPost officeAccount InfoUser settingsAlertsUpdatesstarting pointPoints of InterestsSet Trip/SearchShare onlineConnect onlineApp Architecture
  63. 63. webster tai © 2013 66Welcome ScreenSelect languageConnect to SNSModule 1.0Seoul TouristSubway Guideby Seoul Metroloading...In-App TutorialPlotting 1st tripT-money awarenessUseful tipsModule 1.1Step-by-Step guideWhat isT-Money?Use GS25stores to topup your cardTip #49SKIPIn-AppTutorialFromToLocate your accomodationAIRPORTsearchInformation (side) PanelT-money guideTraveller Tips (weather, currency)Itinernary Guide (subway tours)Featured Event/PromotionUser SettingsModule 1.3Journey PlannerTraveler TipsT-Money GuideTransportationSubway ToursMy SettingsOKFeaturedNationalEvent #01scrollJourney PlannerSearch functionBrowse by subway stationBrowse by attractionLocate nearest stopModule 2.0Journey PlannerFromToSet fromSet toHongik StationShow AttractionsdragLow Fidelity Wireframes
  64. 64. webster tai © 2013 67Attraction DetailsThumbnailGoogle Map viewShare to Facebook (SNS)DescriptionSubway guideDirection guideModule 2.1Attraction DetailGyeongbokgung PalaceGyeongbokgung Station Exit 5329Go straight after exiting the station > Walkalong sheltered path for 250m and you will notmiss the entrance.Gyeongbokgung Palace is arguably themost beautiful and remains the grandest ofall five palaces in Korea. The premises weredestroyed by fire at the time of Japaneseoccupation from 1592-1598. detailsSubway stationDirectionsSightseeingGoogle map ShareCP+SaverCityPass+ DiscountCurrent promotionTerms & conditionsModule 2.2CityPass+ DiscountGyeongbokgung PalaceValid for all tourist staying in Korea for a periodof more than 7 days. Please present yourT-money card during payment.Current Special• Save 25% on entrance fees• 1-for-1 hanbok photo-shoot specialwebsitewww.hanbokstudios.co.krTerms & ConditionsSightseeingGoogle map ShareCP+SaverEditTrip InfoExit numbers/Directions1st/last train timingsTrip FaresGoogle/System MapsJourney DurationModule 3.0Trip InfoIncheon Airport Studio42 HostelA10Studio42 HostelHongik StationSinchon StationLine to City HallExit turn left upon exiting6~ 22mins2562572~ 48 mins / Arriving in 8 minsSystem Map Google Map FarescrollLow Fidelity WireframesBookmarks (right side menu)Browse, edit, and share bookmarksModule 3.1Seoul MetroFromToSet fromSet toBookmarks HistoryFromToEehwa Women’s Uni.Dongdaemeun MarketInsadongGyeongbokgung Pala.FromTo/ Airport/ Studio42 Hostel/ Myeongdong Station/ Hongik Stationslide
  65. 65. webster tai © 2013 68Step-by-Step guide (1 of 3)What isT-Money?Use GS25stores to topup your cardTip #49SKIPIn-AppTutorialFromToLocate your accomodationAIRPORTsearchCONVENIENT STORES / TAXI RIDES / VENDING MACHINESTHE KOREANTRAVEL MATET-MONEY! AdultmoneySEOULCITYPASSAdultLineLineLineLineHongik, Eehwa Women’s UniversityMyeongdong, Namdaemun, Namsan TowerDongdaemun Market, InsadongNamsangol Hanok Village, Garousugil2413TOURIST ESSENTIALSDial 120+924 hour tourist hotlineTransit Card & Package• Reduced Redundancy• Helpful/relavent infoTourist Transit App• Feel in Control• Maximizes trip• Not feel lost• Better preparationSupplementary Posters• Enhanced Visibility• Building AwarenessHallyu Standee• Enhanced Visibility• Manage ExpectationOverview
  66. 66. webster tai © 2013 69deliverDISCOVERDEFINEDEVELOP
  67. 67. webster tai © 2013 70Touchpoints(Physical Evidence)Websites/BlogsHallyu Wave elementsKTO WebsitesLocal ContextsArrival1st journeyDownload AppNew touchpoints provide mental aids, assisting a more efficient habitual usageInformation counters Airport help desksStandeeTicket MachineFull usage of T-moneyRechargingStandee/PostersSCP+ CardWayfindingDaily journeysTourist hotline numbersTour guides Local businessesPostersTourist Maps/signagesLocal CommunityDepartureRefund card balanceSCP+ CardUser JourneyUser ActionsStatic InformationResourcesDynamic InformationResourcesOn-Stage contact personBack-Stage contact personLine of Internal InteractionLine of VisibilityLine of Interactionunderstanding purchase usageexplore refundnew touchpoints Source: Zeithaml, V. A., M. J. Bitner, et al. (2006). Services marketing : integrating customer focus across the firm. Boston, McGraw-Hill/Irwin.Tourist AppGuidebooks, local maps, physical signagesSupport ProcessesService Blueprint
  68. 68. webster tai © 2013 71Usage ScenarioUser Profile• 25 years old• Female (Single)• Singaporean• First visit to Korea• Solo-traveller
  69. 69. webster tai © 2013 7201Pre-flight preparationLindy is a 25 year old administrativeexcuetive from Singapore who isplanning a holiday to use up herannual leave. She books her airtickets and accomodation online anddecides to surf the web to gain someinsights to her holiday.
  70. 70. webster tai © 2013 7302Downloading the AppShe encounters a web bannerthrough the KTO website informingher of the free tourist App anddecides to downloads the Appthrough the QR code image.
  71. 71. webster tai © 2013 7403In-App TutorialShe learns how to use the Appthrough learning about her travelingoptions from the airport to herhostel. This is also her first personalencounter with the term ‘T-money’.
  72. 72. webster tai © 2013 7504FamiliarizationAs this is her first time visitingKorea. She explores the App anddiscovers various attractions andevents which helps her plan heritinernary during her trip.
  73. 73. webster tai © 2013 7605Final PreparationsIn her free time, she looks into thedetail of her subway journey andconsiders the prospect of travelingfrom other various locations. Shearchives these trips by adding onthe initial bookmark set from thetutorial.
  74. 74. webster tai © 2013 7706ArrivalUpon arrival at Incheon airport,she comes across an advertisementpromoting the T-Money SeoulCityPass+. She recalls that this iswhat she read on the App and isreminded to purchase the card aftershe exits the airport.
  75. 75. webster tai © 2013 7807Entering the Seoul MetroAt the ticketing area, she comesup close with a life-size standee ofpopular K-Drama actor, Kim SooHyun and learns that the SeoulCityPass+ card can be purchased atthe machines next to him.
  76. 76. webster tai © 2013 7908Purchasing the Seoul CityPass+ CardShe is impressed by the moderntouch-screen interface and selectsthe adult option for herself and pays3,000KRW.
  77. 77. webster tai © 2013 8009Receiving the packageThe machine dispenses a boxcontaining the card and couponbooklet with special promotions fortourist.
  78. 78. webster tai © 2013 8110Charging the cardAs she is familiar with the RFIDprocess with the Singapore MRT, sheis familiar on the charging processand tops-up 50,000KRW whileknowing that she would be able torefund any remaining balance at theend of her trip.
  79. 79. webster tai © 2013 8211Waiting for the trainWith the Seoul CityPass+ card inhand, she picks up a free city mapwhich may come in handy duringher trip. She pulls out her smartphone and confirms the directionsand journey duration to her hostel.
  80. 80. webster tai © 2013 8312On the trainFeel assured that the journey will beabout 50 minutes before she alights,she feels relaxed and falls into a napto recharge herself.
  81. 81. webster tai © 2013 8413ExplorationAfter dropping her luggage at thehostel, she feels fresh from the shortnap and wastes no time as headsback to the subway station to dosome sightseeing. She decides tovisit the Gyeongbokgong Palace soshe pulls up the App for directions.
  82. 82. webster tai © 2013 8514Full usage of T-moneyAt the palace, she is reminded of thecard discounts through the App anddecides to capitalize on the offer.And since she has enough moneyin her card, she also pays usingT-money, speeding up the ticketingprocess.
  83. 83. webster tai © 2013 8615Subsequent journeysLindy now decides to head toMyeongdong. She boards the trainduring the rush hour but isn’t fazedby the noise and people which mayhinder her finding out where she isas the App provides her with stop-to-stop information.
  84. 84. webster tai © 2013 8716Enjoying her holidayThrough the App, she becomesconfident of using the subway andmanages to maximize her holiday byvisiting more places.
  85. 85. webster tai © 2013 8817Going homeThroughout her trip, she utilizes theApp to guide her back to her hostelthrough using her preset bookmarksor via manually inputting hercurrent location.
  86. 86. webster tai © 2013 8918RechargingAs her T-money card runs lowin value, she tops up the card atconvenient stores while purchasingrefreshments. She is again greeted byKim Soo Hyun and is reminded thatshe can refund her balance credits atthe GS25 store at the airport.
  87. 87. webster tai © 2013 9019DepartureAt the end of her trip, she heads tothe GS25 store to refund her balacecredits. However, since she had sucha pleasant trip, she decides to hangonto the card as she plans to use thecard again in future.
  88. 88. ConclusionNext Steps• Gaather more facts• Look into returning/frequent visitors• Interaction with local community• Bus service intergrationwebster tai © 2013 91
  89. 89. webster tai © 2013 92Leasons learnedResearchProcess• Satisfied with independent research• Quality insights can be obtainedthrough limited time frames• Undertaken methods thatappropriate and useful• Discovered new methods oforganizing and structuring data• Could use better project planning
  90. 90. webster tai © 2013 93Leasons learnedResearch If I were to do this project again...Process• Satisfied with independent research• Quality insights can be obtainedthrough limited time frames• Undertaken methods thatappropriate and useful• Better aligning the needs ofstakeholders by engaging them formally• Working in a team involving a localdesigner and commuter• Discovered new methods oforganizing and structuring data• Could use better project planning
  91. 91. webster tai © 2013 94End.Special thanks toProf Rich ParkProf Kim Woo-Jung

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