Thailand Railway Service Design Project 2014

TOPLINE REPORT 2014
THAILAND RAILWAY
SERVICE DESIGN
PROJECT

01. PROJECT OVERVIEW
02. CONTEXTUAL UNDERSTANDING
03. FIELD RESEARCH
04. ANALYSIS
05. STRATEGIC POSITIONING
06. DESIGN DEVELOPMENT
07. STRATEGIC OPPORTUNITY
08. WRAP UP
INDEX

03. FIELD RESEARCH
04. ANALYSIS
08. WRAP UP
INDEX

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
6. DESIGN DEVELOPM ENT
8. WRAP UP
`
Changes need to be to accepted in the role and functions of Bangkok
Railway Station in line with the social changes occurring in ASEAN,
the development of high speed railways, and maturing citizenry.
This railway service design project offers opportunities to review the
influence of consumer-oriented development and the potential impact
of the creation of new public transportation services in Thailand.
Introduction

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Considering a sustainable public service beyond transportation services
from a long-term oriented view
Short term
Services provided by
Thai railway and station
1st
Train
service
Long Term
MusthaveHighconcept
3rd
Public
service
Contribute to its general
acceptance as a public
service
2nd
Public
Transpo
-rtation
service
Connection with other
transportation, cities and
countries
(Buses, MRT, Taxis, etc.)
Project Perspective

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Goal
Public Services
(available to everyone)
Private Services
(highlysatisfied)
Public + Private
Services
Public + Private
Services Satisfy various needs
of railway service
Improve service quality
Develop a profit model of
railway service
Railway
Services
Propose a new direction for the future Thailand railway service
through SERVICE DESIGN

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
DATE
2013.
Oct. 2nd week
Nov. 3rd –
4th week
Dec. 1st –
4th week
2014.
Jan. 4th week
Process
Contextual
Understanding
Research on train environment
of Thailand
On-site research, gathering
group needs
Field
Research
01. Research
Analysis
Needs analysis &
setting design principles
Planning strategic direction
Strategic
Positioning
02. Analysis
Design concept development
Drawing business & cultural
business opportunities
Design
Development
Strategic
Opportunity
03. Development

03. FIELD RESEARCH
04. ANALYSIS
08. WRAP UP
INDEX
02.CONTEXTUAL UNDERSTANDING

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Conservation of the old train station
and new station development
Advanced communication design
in complex cultural space
Local community involvement and enhancing social relations
through space creation
TOD (Transit-Oriented Development)
: a city inter-connected through multiple public transportation
modes
Urban Design: New city zoning
- Train Industry In Thailand
- Social, Culture of Thailand
- Global IT Trends
- Overseas Developed Train
Cases
Key issues

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
We shared information on gaining a basic understanding
of Thailand, with specialists from the related fields
(transportation, railway, architecture, etc.) and planned
future direction of the project by taking into account the
various viewpoints
Together with TCDC, we discussed the current situation and
critical issues especially focused on parts to develop and how
to concretized the project‟s direction
KOREA THAILAND
Project briefing
Understanding the
current state of
Thailand
Challenges to
improving
Bangkok train station
Discussions on
project goals and
directions
Project building

04. ANALYSIS
08. WRAP UP
INDEX
03. FIELD RESEARCH

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
• Commuters
• Seasonal users
• Foreign travelers
• Seniors
• Local residents
• Railway station
management managers
• Ticket booth staffs
• Sanitation workers
• Railway industry
• IT industry
• Architecture/City
development
• Thailand economy
• Thailand culture
Users Environment Stakeholders Experts
StakeholdersUsers Experts
101017
Research Target

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Experts
Expert
Interview
Expert
Workshop
Expert Interview / Workshop
Validate hypothesis from the
previous research and find
opportunity area by related experts
from various expertise; Thai culture,
economy, IT and Korail (Korean
railway service)
User/Customers
c
Focus Group
Interview
Contextual
Inquiry
User
Interview
User Interview
Understand usage and behaviors
of railway service and derive pain
points by different user groups
Focus Group Interview
Find out how the local and
seniors perceive railway service
and what their hidden needs are
Contextual Inquiry
Observe user behaviors on its
context and capture pain points
via on-site interviews
Environment
Service SafariTown Watching
Town Watching
Observe railway station and
surroundings to understand how
people behave and interact in the
given space
Service Safari
Observers become service users
experiencing and understanding
existing service to find out
difficulties
Stakeholders
Stakeholders Interview
Stakeholders Interview
Find out how railway service is
operated and managed and what
to improve, from
different stakeholders including
managers, ticketing staffs,
cleaners and others

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
NEEDS
User/Customers StakeholdersEnvironment Experts
Seamless railways experience
Segmented service by usage objective
Accuracy of information and
improvement on weak info signs
Facilities for the mobility disabled users
Basic safety, theft, robbery prevention/
management system
Improvement on ticketing
& buying channels
“I come here often so I
know where to get the
tickets but the first
time visitors will be lost
here”
- Commuter -
“There used to be
shops around the
station but now there
is no characteristics
anymore”
-local resident-
“I want kind and polite
services!”
-senior / local resident-
“I don’t know which
ticket to get”
-foreign traveler-
“I often check at the
info desk to check
platform”
-senior-
“I wish I could buy
tickets online and pay
by credit card”
- Commuter -

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Sub Exit
Ticket
booth
Ticket
booth
Platform 1
Rail info
board
Waiting area
Stores
Information
Railway
police
Temple
Temple
MRT
Taxi standBus stop
Platform
Entrance
사설 Info-
desk
Sub Exit
Opera
-tion
office
Staff office
M ain
exit
Waiting area
Stores
Platform 2
Platform 3
Clear guide to the point &
point for boarding
Ramps, no slope & barriers ,
wide & flat passage for the
mobility disabled
∙ Compose/ adjust space by user &
staff traffic and demand
∙ Naturally inviting traffic flow &
system to establish public order
∙ Easy & quick way to purchase
the tickets
∙ Integrated & diverse purchase
channels (on/offline)
∙ Flexible responses for the inquiries
∙ Delivering accurate information
quickly
∙ Providing consistent and clear human
(sensible) interactive service
∙ Easily noticeable info point (kiosk,
staff, etc.)
∙ Provide various sections to do
diverse activities
∙ Unique and participatory
cultural contents
∙ Clean & hygienic space &
facilities (toilet)
Zone1.
Platform
Zone2.
Ticketing
Z1, Platform
Z2, Ticketing
Z5, Transferring
Zone5.
Transferring
Z4, Waiting area
Zone4.
Waiting area
Zone3.
Info
Z3, Info. area

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Extend welfare & benefits
to stimulate staffs’ performance
Integral management of different info
channels operated by central info tower
Efficient arrangement of duties & staffs
Managing basic environment considering
user demand & needs
“I have to do so many
works by myself”
-Ticket booth staffs-
“Train sound is noisy
within the station”
-sanitation worker-
““There are so many
questions about delay”
I wish there is an
automatic ticketing kiosk”
“It’s so difficult to manage
facilities because there are
too many users compared
to the facilities”
-Management manager-
“I think verbal
communication doesn’t
deliver information that well”
-Management manager-
NEEDS

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
“On-time service is the most meaningful aspect that public
transportation have – it can lead solving city’s congestion,
different perception on time, environmental pollution, traffic
accidents, regionalism”
Railway expert / Professor Seo at Korea National University of Transportation
“Viewing from the urban perspective, station should be located
where local life is (commercial & living)
then transportation should connect them”
Architecture/ Urban planning expert/ Professor Oh at Korea
“Station should play a role as public space where all culture
creators get together and create their own
culture. It should reflect the demand to generate
more demands”
Thai economy expert/ Mr. Lee at Korea Institute for International Economic Policy
NEEDS
Clear segmenting & targeting on different user
groups to provide differentiated service
Railway service as the base point
for the public transportation
Create integrated value for the railway service
(public + commercial service)
Perception shift on the public transportation
by providing on-time service

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Users/Customers
Environment
Stakeholders
Experts
Pleasant basic
Environment &
facilities
Accurate
information delivery
& communication
through easy
recognition
Improvement of
ticketing & buying
channels
Improvement of
railways experience
Facilities for the
mobility disabled
users
Space optimization
for purpose of use
Reliability recovery
through on-time
service
Environment
considering user
demand & needs
Integral
management of
communication
channels
Efficient
arrangement of
duties & staffs
Extend welfare &
benefits
based on staffs’
performance
Create integrated
value for the
railway services
(public +
commercial service)
Clear segmenting &
targeting of
different user
groups
Collaborative
culture contents
Summing up

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Users/Customers
Environment
Stakeholders
Experts
Pleasant basic
Environment &
facilities
Accurate
information delivery
& communication
through easy
recognition
Improvement of
ticketing & buying
channels
Improvement of
railways experience
Facilities for the
mobility disabled
users
Space optimization
for purpose of use
Reliability recovery
through on-time
service
Environment
considering user
demand & needs
Integral
management of
communication
channels
Efficient
arrangement of
duties & staffs
Extend welfare &
benefits
based on staffs’
performance
Create integrated
value for the
railway services
(public +
commercial service)
Clear segmenting &
targeting of
different user
groups
Collaborative
culture contents
Summing up
Environment
improvement
of train
station
Communication &
information
channel improvement
Improvement
of service
experience
Profit model development &
branding
Efficient work environment

03. FIELD RESEARCH
08. WRAP UP
INDEX
04. ANALYSIS

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
1. KANO ANALYSIS
Analysis based on the
KANO Model
This method is used to analyze
the value of implementation of
each need by reviewing the
relationship between the need
and user satisfaction
Easytoimplement
Difficulttoimplement
Ideal satisfaction
Basic satisfaction
Explicit
Needs
Latent
Needs
1
2
3

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
1. KANO
ANALYSIS
The relationship between
various needs for railway
services and levels of
satisfaction can be
identified by reviewing
the needs of users,
stakeholders, and
experts as well as insight
of designers

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
(Expert)
Explicit
Needs
Latent
Needs
(User)
The relationship between
various needs for railway
services and levels of
satisfaction can be
identified by reviewing
the needs of users,
stakeholders, and
experts as well as insight
of designers
1. KANO
ANALYSIS

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Road centered
rail centered
lifestyle shift
Inducing change
in citizenship &
social paradigm via
on-time service
Recover reliability
by on-time service
Prefer economical,
convenient & quick
transportation
Improve
perception on
railway is for
the poor
Communication
between
customers &
staffs
Improving
partnership
among
stakeholders
Central
information
managing
IT system
Sensible face-to-
face service
Kind service
Aim for
modern life
(IT info society)
Extend
transportation
service benefits
for seniors
Religion/ cultural
uniqueness
applied services
Applying user
characteristics
& diversity
Universal
Design
Compose proper
classes applying Thai
context
Infrastructure to
improve chaos of city
Preceding
policy for
repositioning
Social
repositioning
Integrated
facilities/ services
Balanced
development of
areas & cities
Railway related
transportation
connectivity
Environment
(Basic Service)
ENVIRONMENT
CATEGORY
Communi-
cation
COMMUNICATION
CATEGORY
Context
CUSTOMIZATION
CATEGORY
Connective
CONNECTION
CATEGORY
Categories and detailed principles are developed by grouping major needs.
2. Clustering Analysis

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
도로 중심 >
철도 중심
라이프 스타일
전홖
정시서비스 통한
시민의식의
자연스러운 변화
사회적 패러다임
정시 서비스통한
철도의 싞뢰회복
높은 경제성,
편리성 싞속성의
교통수단 선호
SRT = 가난한
사람의 교통수단
고객 &
직원들과 소통
이해관계자들간의
파트너쉽 개선
중앙정보
운영관리
IT시스템
면대면 서비스
감성 반영
친절한 안내서비스
모던라이프
지향
(IT 정보화 사회)
시니어 대중교통
서비스 혜택 확대
종교 / 문화적
습관 반영 서비스
이용객 특성
다양성 반영
서비스
Universal
Design
태국 홖경에 맞는
적정한 등급 구성
도시 인프라 개선
도시 혼잡 요소 개선
선행 정책
Repositioning
필요
복합 시설 / 서비스
Social repositioning
방콕 높은 인구밀도
도시와 경제의
상생 개발 필요
철도역 중심
교통 수단 연계 및
도시 연결
Environment
(Basic Service)
ENVIRONMENT
CATEGORY
Communi-
cation
COMMUNICATION
CATEGORY
Context
CUSTOMIZATION
CATEGORY
Connective
CONNECTION
CATEGORY
On-time service /
Improvement of basic environment
hygiene
Stakeholders Communication
/ User-focused information environment
Application of social & cultural features,
customer characteristics,
and strength of railways
Preceding policies
2. Clustering Analysis
Categories and detailed principles are developed by grouping major needs.

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
“Thai railway service should…”
Sustainable
environment
ENVIRONMENT
CATEGORY
Service-
Centric
relationship
COMMUNICATION
CATEGORY
Contextual
segmentation
CUSTOMIZATION
CATEGORY
Connectivity
with
Daily life
CONNECTION
CATEGORY
Design services that can create a pleasant environment in the station e.g.) guidelines on
hygiene, control of users' movement, safety systems, and so forth.
Improve the standards of railway services.
Develop training system and manuals (customer service, internal communication) to establish service
mindset of service providers.
Operate and manage efficiently by securing channels including face-to-face for stakeholders‟ comm
unication.
Secure accuracy and accessibility of various information that users (travelers, business
people) ask for (prediction by users, manageable information environment).
Precede progressive social repositioning strategy to build social & public infrastructure.
Expand customer groups by segmented services reflecting users‟ characteristics (lower
class/ seniors‟ fares).
Reflect Thai‟s inherent service sensibilities and cultural characteristics in railway experience.
Play a role of effective hub, connecting various public and Thai unique transportation modes.
Contribute to distributed generation and connectivity of cities and local communities.
3. Design Principle

03. FIELD RESEARCH
04. ANALYSIS
08. WRAP UP
INDEX

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
The role of railways evolves along with the growth of a city,
evolving into a "HUB" that can serve as a hub for transportation,
businesses, society, and culture of Asia
The “Hub”
Development in line with other
transportation modes
Transportation HUB
BUS
MRT
TAXI
SRT
Railway
Business infrastructure enhanced
by railways
Convention
Center
Airport
HotelsRail
Station
Business HUB
Railway
Cultural exchange among citizens
and regional development
Culture HUB
Bangkok
(Center)
Other
Cities
Community Community
Railway
Reducing the
cultural/educational gap
Cultural exchanges
among citizens and with
foreigners

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP Functional role as public transportation means
TRANSPORTATION
HUB
Essential railway
environment and services
(Hygiene, safety, service standardization
and segmentation)
Opportunities for profit generation
BUSINESS HUB
Environment and system
for increased usability
of railways
(Improvement of IT environment/
on-time service/internal/external
communication and information)
Social & cultural base point
CULTURE HUB
Contextual needs for
Thai culture
(Repositioning, services reflecting mutual
growth and culture)
1. Direction

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
1. Direction
Reposition societies and community
based on railway service
“Restructuring
of Communities”
Develop sustainable business models by
redefining railway service
“Creating Business
Value”
Restore/ improve railways‟ functional and
basic elements
“Restore Trust
in Railway Service”

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
2. Design
Concept
TRANSPORTATION
HUB
CULTURE HUBService mindset of Thailand, Community connection,
Creative education, Hub as public culture
Culture opportunities
BUSINESS HUB
Railway profit model with surrounding
facilities/service(conventions, hotels, tourism, etc.)
Business opportunities
Ticketing, on-time departure &arrival
IT various channels
Communication
Moving line improvement, Flexible management,
Increased usability
Space
Communication manual, education system
Communication

03. FIELD RESEARCH
04. ANALYSIS
08. WRAP UP
INDEX
1. Design Concept
2. Concept 1: Communication & Info
3. Concept 2: Space
4. Concept 3: Tool(workshop program)

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Why can‟t I easily move from here to there?
How can I makeeffective use of waiting places and easily move ?
Why are things so complicated?
How can I easily get and use information in such a complicated/offline environment?
Why is it difficult to communicatewith others?
Howcanvariousstakeholderseffectivelycommunicatewitheachothertodevelopbetterservices?
“Transportation Hub!”
WHY & HOW
Design Concept

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Space
Communication
& Information
Tool/
Education
Society Environ
-ment
People
Service value
as public area
“Transportation Hub!”

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Communication Space Tool
Communication needs by users according to current service journeys

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
New information environment allowing flexible communication
by combining both online/offline environments

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
1. Booking
2. Transferring
3. Information on
waiting
4. Moving to
waiting zone
5. Searching
platform
4
A user can effectively use information service according to his purpose
6. Arriving
platform
Express & Smart Line
for businesspersons

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Service assistants carrying
baggage from the station
Book business concierge
services
Easypurchaseof
aticket
Book an e-ticket with a
mobile
Baggage senttothe
destination(e.g.aconference
hall),advanceregistration
withaconference
Mobile Booking
for businesspersons

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Information on various activities to
be done during one’s waiting time
inside/outside the station
Check how long one should wait for a
train with a mobile
View mobile tags or useful information to
be utilized during waiting time on KIOSK
View how to get to one‟s destination
through a mobile app
Efficient use of waiting time
with kiosk
for businesspersons

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
4
for businesspersons
Move to the destination directly.
Simplified registration at the
destination
Find the closest platform with a mobile
after shopping
Arrival at the destination via train.
Baggage already sent to a conference
venue and easy registration
Convenient arrival at one‟s
destination using a mobile

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
1. Planning
Enjoyable experiences at the station with various services
2. Transferring
3. Moving
4. Ticketing +
Welcome
Package
5. Waiting + Info
searching
6. Searching
platform
7. Activities on
train
Flexible & Joyful Line
for Traveler

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Services based on the web
and kiosk
Obtain information
on travelling and
request services
Find information on trains
and Thai culture through
the web
Easily move to a
destination
Find a ticket booth
through KIOSK
Request the Welcome
package
Signs are provided to assist
a user in finding locations
and attendants for foreigners
for Traveler

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Information services
with kisok during
waiting time
Pleasant waiting
experience
Receive a ticket and welcome
PKG from a booth designated
for foreigners
Take a break in a group waiting
zone and receive travel
information before heading
toward a destination
for Traveler

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
for Traveler
Services helping a user find a
platform with display devices
and tickets
Pleasant transfer
Intuitively find a platform and
train with a display device and
train
Use the items in the package
(information note + mango
chocolate + travel journal

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Vitalize the places
around the station and
connect them with other
areas via train or other
means of transportation
CONNECTING
WITH
SURROUNDINGS
COEXISTING
SHARED SPACE
FLEXIBLE
SPACING &
ZONING
Create the identity of the
Thai history and offer
information tailored to a
user
Provide efficient space
for the train staffs
Create an environment
within the station in line
with the culture and
characteristics of railway
users
Create facilities and
space to facilitate
convenience of railway
users

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Connecting with Surroundings
Khaosan
road
Hotels
Convention
center(BCC)
Convention
center(IMPACT)
Convention
center(BITEC)
Convention
center(QSNCC)
Hotels
Thanon
phahurat
Bangkok
Station
China town
Siam
Square
Lumphini
Park
Potential urban growth
by connecting
convention centers with
hotel and major tourist
attractions, centered on
Bangkok Station
Growth of MICE
Industry &
Corporate Investment
in Bangkok
Currently, there are no
effective means of
public transportation to
major convention
centers in Bangkok

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Smart Port
Raw
Storyteller
Organic
Functionality
A multi-modal transfer center
that can allow users to freely
move around in various
regions/cities and use a variety
of commercial facilities in
Thailand
ConnectingwithSurroundingsCoexistingSharedSpaceFlexibleSpacing&Zoning
1.Physical and systemic connectivity
2.Shelter & “basecamp” for the public
Building identity representing
local characteristics
where the local and foreigners
coexist and interact in their own
way
1.Space containing „raw‟ identity
2.Various user segments become storytellers
3.Display of interactive contents using daily space
An organic system allowing a
user to have the discretion to
select and combine desired
functions at his convenience
1.Applying flexibility by embracing diversity
2.Utilizing easily manageable modularization
Design Keywords

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Workshop Program
Service
Conceptualization
Communication
Reinforcement
Collaborative Profit
Service Model
Shift of Social Culture
Shape good service
for Everyone
Customer oriented &
Co-work environment
Collaborative
Business Partnership
Sustainable Cultural
Community

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Program Plan
3month
Initial
Program
Shape good service
for Everyone
Customer oriented &
Co-work environment
Collaborative
Community
01
• Finding needs of service
providers & users
• Draw outline of service
01
Develop service for the
mobility disabled
02
Service program
collaborating with retirees
01
Build business models by
service outline
02
Develop service applying
OTOP
01
Establish safe & sustainable
(surrounding) environment

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Program Layout
Sharing service needs
• users, culture, station environment
• Share thoughts on definition &
targeting public service
Fostering communication
Understand needs and environment
of internal communication
Generating profit
Find out commercial business
model by station/ environment
1. Understand user needs/ station
environment via service safari method
2. Arrange key factors by mapping
found opportunities
• Build service challenge/
future service map
3. Develop ideas enabling active internal
communication/ user centered
service offering
1. Feedback from users & internal
departments
2. Apply service opportunities on CS
department
3. Co-creation & inspection through expert workshops
with on-site application & analysis
• Develop scenario of new
service opportunities &
strategic direction
• Communication guide
• Develop strategies for
station’s business model
(3 months)

03. FIELD RESEARCH
04. ANALYSIS
08. WRAP UP
INDEX

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Strong Business Model Cultural services for the public good
Connection
with other
transportation
BUSINESS
HUB
LAYER
Connection
with other
industries
Own commercial
Link with other
(commercial)
facilities
CULTURE
HUB LAYER
Landmark-tize
Special event venue Communal facilities
Point for cultural
education
Rail +Tour programs
Combining characteristics of
culture/ climate/ history
Touch point
for Thai culture
Tourism package
linked with other
cities/ countries
Aim for distributed
generation
via tourism
Railway
service

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Railway
service
1
2
3 8
5
7
6
4
5
8
Strategic
Opportunities
Venue for
international
events (Olympics)
Movie, drama, etc.
Connection
with other
industries
Own commercial
Special event
venue
Starting point
of major events
Rail+Tour programs
combining characteristics
of culture/ climate/ history
e.g. JJ market, umbrella market
Express
business center
Connection
with other
transportation
Link with other
(commercial)
facilities
Library, park, museum
Cultural center - IT
Hospital, school
OTOP
(One Tambon
One Product)
Cultural package
with cities/ countries
Communal
facilities
Base point for
cultural convergence
Residence
(apartments)
Religious/ historical place
Mall
Career
center
Outsourcing
management
(toilet, cleaning)
Commercial space
in station
F&B service on board
& convenient facilities
Wedding
Hotel
MICE
Local market/ road
Freight
Medical
tourism
Country/ city
tour package
Traditional market

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Railway
service
Mall
의료 관광도시/국가 관광
패키지 상품
전통 마켓
Venue for
international
events (Olympics)
Movie, drama, etc.
병원, 학교
Connection with
other
transportation
Connection with
other industries
Own commercial
facilities/
services
Link with other
(commercial)
facilities
CULTURE
HUB LAYER
BUSINESS
HUB LAYER
1
2
3 8
5
7
6
Library, park, museum
Cultural center - IT
Hospital, school
OTOP
(One Tambon
One Product)
Cultural package
with cities/ countries
Communal
facilities
Base point for
cultural convergence
Special event
venue
Starting point
of major events
Rail+Tour programs
combining characteristics
of culture/ climate/ history
e.g. JJ market, umbrella market
Career
center
Outsourcing
management
(toilet, cleaning)
Commercial space
in station
F&B service on board
& convenient facilities
Wedding
Hotel
MICE
Local market/ road
Religious/
historical
place
4
Historic gate of Kanazawa
Japan‟s oldest city Kanazawa has
built past & future coexisting station &
wooden gate
CO-CREATING TEMPLE
Build co-creating Buddhism temple/
statue
5
JR City Hakata
JR Hakata city as complex
transit transfer center with
commercial area
TRADITION TO
MODERN MARKET
Selling regional specialities at
commercial space where many
people pass by
Back on track
UK railway generated huge profit
after separate freight railroad
allocated
HYBRID DELIVERY
SERVICE
Long-term contract with corporate
logistics, personal parcel service
for online/ home shopping
8
Freight
Strategic
Opportunities

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Departure~airport~railway
~destination
- Connected railway to convention venue to hotel
- Direct sending of luggage to destination
- Customised tour during left time
- Expansion of MICE Lane Service
교통 서비스
Translators
F&B service
Event/ convention
planners
Travel agencies
Tour package
connecting
regions/ countries
Medical
tourism
Retirement
cruise railway
Honey moon
Convention
centers
Long-term residency
Convention &
corporate meetings
ICT & Culture-
related conventions
Incentive tourism
- Corporate travelling
- Incentive travelling
- Retirement travelling
TOTAL MICE
EXPERIENCE
Special experience of customized one-stop
business travel offered as soon as a user arrives
in Thailand, ranging from a convention to a tour
through services aligned with infrastructure
Transportation
service
Recommendation #1

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
B2C
Personal parcel/
delivery
B2B
Corporate
logistics related
with corporations
Personal
pick-up
Own/ external
delivery
Deliver to home/
company
B2C + B2B
Central warehouse of collecting
& distributing within station
Home & online
shopping,
personal parcel
(city, country)
Outsourcing
manufacturing
corporation
(IN/ OUT)
HYBRID DELIVERY
BUSINESS
Build an original image of the
Thai railway through high-
speed & convenient
transportation and position it
as the logistic hub of
Southeast Asia
Recommendation #2

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP OTOP store/ market within
commercial/ cultural complex
(Secure shortest distance to platform)
Biz
Experts Designer
Local
Community
Development of
local specialty
Profit
Local
Master
COLLABORATIVE
OTOP MARKET
Enrich experiences of
customers through specialties
representing Thailand and
promote development of small
local businesses and balanced
growth throughout Thailand
Recommendation #3

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
⁻ Library for public empowerment
⁻ Hospital for public wellness(Increase of
medical tourism )
⁻ Park as public shelter (Urban oasis)
⁻ Museum of Thai history
PUBLIC FACILITIES FOR
COMMUNITY
Library, hospital, park, museum
TOTAL MICE
EXPERIENCE
COLLABORATIVE
OTOP MARKET
⁻ The OTOP market will generate various
tour programs and local business
opportunities
⁻ It will provide social and public services
in education
PUBLIC INSTITUTIONS
FOR CREATIVITY
School, culture centers
HYBRID
DELIVERY
BUSINESS
- Freight warehouse will create diverse job
opportunities (operation, delivery, etc.)
- it could be used as job posting & searching
center for the locals, particularly for seniors.
CAREER & JOB
SEARCHING CENTER
Concentration of floating population
Changes in Railways

03. FIELD RESEARCH
04. ANALYSIS
INDEX
08. WRAP UP

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Restoration and improvement of basic functional
elements of railways
Strategic Implementation
Transpor
-tation
Establishment of profit-creating models
and enhanced value of railway services
Business
Expansion of culture and
connection of urban areas with
railway services
Culture
Time
Process

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Benefit
⁻ Solving problems in the existing
railway services
⁻ Restoration of railway services through
overhaul of communication systems
⁻ Establishment of various smart
channel solutions
Transportation
⁻ Increasing use of railways and
diversification of customers
⁻ Synergy effects and profits creation by
railway networks aligned with
infrastructure
Business
⁻ Creation of a brand by combining Thai
culture with railway services
⁻ Increased cultural exchange among
networks
Culture

ขอขอบคุณคุณ 감 사 합 니 다

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
FRONTSIDEBACKSIDE
Visual information at a glance Ticket
Information
Design (UI)

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Easily distinguish platform info Sign board
Information
Design (UI)

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Information
Design (UI) Considering usage context & perception sequence by user
Digital signage

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Information
Design (UI)
Interactive real-time local info & customized service mode
Mobile application

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
Workshop(long term)
Program Participants
• Network collaboration plan
• Build-up for service innovation within station
midd
le • Station visitors
• Local community/ citizens
• SRT on-site staff/ operation,
planning department
• Design thinking for the public service
• Public service innovation by the local citizens
adva
nced
• Service training program for various customer groups
• Applying service design for internal communication among departments
mid
dle • Station visitors
• Other organizations
planning
department
• Establish infrastructure fostering communication with customers
• Way to increase quality by strengthening professionalism
• User centered environment through CS department
adv
anc
ed
• Generating business model by finding & implementing new
value of existing market Idea generation for fund raising & promotion plan
mid
dle
• Staff in charge of funding
at local commercial association
• Volunteer(fund raising)
• Sponsoring corporations
(Social enterprise)
• Local market retailers
• Biz participants (group
planning department
• Support retail dealers & discover creative biz
adv
anc
ed
• Design plan to make collaborative relationship with local community
• Cultural program by seasonal space usage
mid
dle • Various artists
• External cultural organizations
• Local community/ citizens
planning department
• Build identity of railway collaborating local artist/ cultural organizations
• Establish sustainable cultural environment by participation
and contribution of local community and citizens
adv
anc
ed
Subject
Shape good service
for Everyone
Customer oriented &
Co-work environment
Collaborative
Community

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
#1. TOTALMICE EXPERIENCE
Accessibility &
Seamless
service
Generate
specialized
business leisure
experience via
service & infra
connection from
convention to
tourism –
customized one-
stop business
travel experience
- MICE organization
(TCEB)
- Convention centers
- Travel agencies
- Hotels
- Public transportation
- Airline
- Int. convention
association (ICCA)
- Asia convention
association (AACVB)
- Abundant tourism
resources & infra
- Gov‟t support on MICE
- Directly connected
railway with convention
centers & hotels
- Professional skills for
business tour
- Diverse MICE
services via one-stop
- door-to-door
concierge service
- Provide customized tour
info/ service for
traveller‟s schedule
DIVERSIFIED
Convention &
Corporate meetings
Neighboring Asian
countries & culture/ ICT
corporations
Incentive trip
Culture, experience oriented
programs for Western
countries & resort
focused Asian countries
Retirement travel
Medical tourist + long-
term residential leisure
- Flexible business
facilitator/ organizer
- Creative assistance
- Long-term/ loyal
relationship
Various promotional
activities & integral
convention services with
TCEB
DYNAMIC PRICING
Need pricing strategy for diversely segmented
services to target various customer groups
VALUE DRIVEN (value creation)
Significant to retain customers through high
quality and differentiated service

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
#2. HYBRID DELIVERYBUSINESS
Convenience &
Hybrid service
Establish service
versatility image
by quick & seam
-less delivery
service of railway and
position as
freight hub in
Southeast Asia
- Global logistic
companies
- Manufacturers in
Southeast Asia
- AEC
- Home shopping
- Online shopping malls
- Other transportations
(BTSC, BMA, BMCL, etc.)
- Thailand post
- Local communities
- Seniors
- Trade power
- Railway infra connected
cross-continent
- Strong manufacturing
infra (labor)
- Many internet users
Delivering corporate
logistics in contract
with manufacturers
Online/ home
shopping delivery
service & personal
parcel service
NICHE MARKET
Corporate logistic
companies &
manufacturers
Personal parcel,
shopping companies
Mission sniper
&
Communal logistics
provider
- Long-term contract
with manufacturers &
delivery services
- Warehouse within
station
FIXED PRICING (with seasonal variation)
Provide list price depending on product type,
volume, delivery period, distance and contract
COST DRIVEN (fixed & variable cost)
Minimize variable cost and optimize cost structure
in order to fulfil a role as consistent business model

1. PROJECT OVERVIEW
3. FIELD RESEARCH
4. ANALYSIS
8. WRAP UP
#3. COLLABORATIVE OTOPMARKET
Branding &
Communal profit
sharing
Increase experience of
tourists with
representing
products and grow SEMs
and promote even growth
of all
regions
- The Small and Medium
Enterprises Promotion
Office
- 76 local regions
- Designers
- TCDC
- Craftsmen/ masters
- Business experts/
angels
- OTOP know-how &
national support infra
- OTOP specialized
stores & convention
- Various tour resources by
region
- Develop OTOP
products through
collaboration
- Set up OTOP theme
market
- Develop tour program
connected with local
specialties
- Set up as local SME
MASS TO MASTIGE
- Foreigners who like to
experience & purchase
culture
- Foreign buyers
- Human resources who can
further develop to SMEs and
local identity
Creative presenter &
Future business
incubator
Introduce local tour
and grow SEMs for
constant promotion &
development of
services
ASSET SALES & COMMUNITY PROFIT SHARING
Distribute & share profits from product revenues. Invest in
developing new services and local business
VALUE DRIVEN (value creation)
Constant investment & management is needed to deliver the
value of local specialities

Thailand Railway Service Design Project 2014

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Thailand Railway Service Design Project 2014