The methodology adopted by the Shift2MaaS project for the definition of scenarios and use-cases for the project pilots.

1. In the passengers’ shoes: the approach
taken by Shift2MaaS for the pilots
MaaSive & Shift2MaaS projects final showcase
Marco Comerio

2. The Shift2MaaS approach
• the passenger is at the center of the travel experience
• transport service providers, technology providers and mobility experts
collaborate in defining new mobility scenarios and enabling more
attractive travel experiences

3. The Shift2MaaS Approach
01.DISCOVER 02.DEFINE 03.DESIGN 04.DELIVER
The Project AS-IS Scenarios TO-BE Scenarios Use cases and
recommendations

4. 01.DISCOVER THE PROJECT
Understand the project scope and objectives
• Collect needs and opportunities
• Define high-level user journeys

5. Collect needs and
opportunities
• Assess the available technologies
• Acquire knowledge on the demo site
• Collect vision and ambitions Vision and ambitions
What do we want to demonstrate?
What added value do we want to prove?
Who are our target users? …
Demo site
Technology
Which services are currently offered to
passengers?
When and where to conduct the pilot? ...
Which new twchnologies are available?
What are the requirements for their use? ...
……
AREA OF ANALYSIS

6. High-level user journeys
Itineraries at the demo site covered by services
offered by TSPs involved in the project
Universidade nova
da Lisboa
Walk
About 8 min
Pragal train station
Train journey
Roma Areeiro train
station
Walk
About 4 min
Roma Areeiro bus
stop
Bus journey
Aeroporto Lisboa
bus stop
Walk
About 4 min
Lisboa Aeroporto
From Universidade nova da Lisboa to Lisbon airport

7. 02.DEFINE AS-IS SCENARIOS
Identify current pain points and opportunities
through collaborative activities and complementary
research methods
• Define the Personas
• Organize the AS-IS Workshop
• Create the AS-IS User Journey Maps

8. Mark Smith
Business Traveler
“I would like to have customized mobility
packages with personalized offerings
based on my travel location, lifestyle,
budget etc.”
BEHAVIORS
• Hates waiting in airport for
long time
• Wants to avoid crowded
places
• Checks frequently traffic
and weather conditions
GOALS
To optimize his time in
travelling as much as
possible
NEEDS
• Travel planner with accurate
information on disruptions,
traffic jams etc.
• Best route to reach destination
• Clear information on pricing
EXPERIENCE LEVEL
Mobile Apps
Public Transportation
Familiarity with Lisbon
Personas

9. AS-IS Workshop
Starting from an high-level user journey, collect information on
points of strengths and weaknesses of current travel experiences
With specific focus on:
• Journey Planning
• Ticketing
• Mobility Packages
• Inspection and Validation
• Navigation
• Disruption Management

10. AS-IS User Journey Map
Mapping and analyzing a user journey
with the focus on actions users make
during the travel with a strong emphasis
on the flux of information and different
emotional levels encountered (e.g.,
stress, excitement)
The AS-IS user journey map draws a
clear picture of existing problems and
areas of improvement

11. Mark’s Journey:
main pain points
• Difficulties in
journey planning

12. Mark’s Journey: main pain points
• too many tickets to buy and validate

13. 03. DESIGN TO-BE SCENARIOS
Ideate and build new mobility scenarios through
collaborative activities
• Organize the TO-BE workshop
• Create the TO-BE User Journey Maps

14. TO-BE Workshop
From current scenarios to new enhanced scenarios
Ideate and brainstorm new travel experiences enabled
by the available technologies

15. TO-BE User Journey Map
Define and validate the concepts
generated during the workshop drawing
a clear picture of the TO-BE travel
experiences

16. TO-BE Mark’s Journey: new travel experiences
• plan the journey, buy tickets and validate them through the Travel Companion

17. 04. DELIVER USE CASES AND RECOMMENDATIONS
Extract use cases and recommendations from the TO-BE scenarios
• Define use cases and specifications for
the pilots
• Provide recommendations for future
development

18. Use Case: Journey Planning
and Offer Building
Technical specification of the
new travel experience enabled
by Shift2Rail IP4 Technologies

19. Recommendations for future development
• check-in and check-out process

20. Thanks for your attention!
Marco Comerio (marco.comerio@cefriel.com)
Twitter: @comerioma
LinkedIn: https://www.linkedin.com/in/marcocomerio/