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SERVICE
DESIGN
AN INTRODUCTION TO SERVICE DESIGN



For Translink
Prepared by Cathy Wang & Bert Bräutigam
July 10 t h 2012
INTRODUCTION
The South Coast British Columbia Transportation Authority -
provides transportation in bus, skytrain, seabus, and west
coast express throughout Vancouver lower mainland.
WORKSHOP
SUMMARY
•  What is service design?
•  Different ways of growing existing services and developing
   new ones. 
•  Translink future services inspirations.
SERVICE
DESIGN
Introduction to Service Design for Translink
SERVICE DESIGN IN
PRACTICE
DESIGN
THINKING

  Business goals   Technology




  Customer needs   Innovation
CROSS-PLATFORM




       http://bobsled.com/#!/home
SERVICE DELIVERY




    http://holzheid.com/HomeEnergyManager.html
BUSINESS VALUES




http://www.apple.com/ipad/business/profiles/bbva/
BIG DATA AND
       PREDICTION




          From physical interaction to
          day-to-day online activities


http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-
out-a-teen-girl-was-pregnant-before-her-father-did/
TARGETED AUDIENCE




http://www.psfk.com/2012/02/facial-recognition-billboard.html
INTERCONNECTIVITY




http://www.ipavement.com/
CASE
STUDIES
Transportation specific examples
TARGETED
AUDIENCES
Thalys, the high-speed train that connects Paris, Brussels, Amsterdam and
Cologne, is targeting business travellers with a new seating option in first class.
Starting next month, the rail company will offer a meeting room for four people
located at the front of the train.
GAMIFICATION
Chromaroma is a game that “shows you your movements and location
as you swipe your Oyster Card in and out of the Tube.
TOP-DOWN
INTEGRATION
In Murcia. citizens could register to get a lifelong ticket for city travel on
the tram in exchange for their car,
LEVERAGE
TECHNOLOGY
France’s public transport authority, STIF, have announced plans to
integrate the Navigo card with NFC-compatible smartphones, meaning
commuters will soon be able to swipe their smartphone over special
readers
WHAT DOES
THIS MEAN?
REAL TIME
SERVICES
LOCAL BUSINESS
& EXPLORATION
GREEN
& EMPOWERMENT
THANK YOU
me@cathycracks.com

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