The document discusses the importance of designing Mobility as a Service (MaaS) solutions in a user-centered way. It recommends following three steps: 1) Conduct research to understand user needs and contexts, 2) Co-design potential solutions with users and stakeholders, and 3) Test and prototype concepts with users to refine them before implementation. Done correctly with user input, this process can help ensure that the MaaS solutions developed will actually provide value and be services that people want to use.

1. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
Designing User-Centred
Services
Ness Wright
Senior Service Designer, Snook
@ness_wright @wearesnook

2. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
“A single point of delivery supplying a
customer focussed, seamless and valued
mobility service.” MaaS Scotland
“Integration of various forms of transport
services into a single mobility service
accessible on demand.” MaaS Alliance EU

3. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
How do we know people
want Mobility as a Service?

4. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnookImage: Jan-Dirk van der Burg

5. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
Design MaaS with the users,
to understand how it can offer
value and create a service
people want to use.

6. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
1. Research to understand
the users

7. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Understand the context
of their lives
@wearesnook

8. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Identify key challenges
The what and the why
@wearesnook

9. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook

10. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Articulate user needs
As a cyclist booking a
journey across multiple
train providers,
I need to book my tickets
and bike reservations in
one place,
So that I can book my
ticket quickly and easily.

11. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Identify different
user groups
@wearesnook

12. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Staff are users too
@wearesnook

13. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Explore business
processes that deliver
the experience

14. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
By understanding users and
their needs, we can make
decisions based on evidence
not assumptions.

15. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
Use these needs as our
design brief, rather than
jumping to solutions.

16. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
2. Co-Design

17. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Develop ideas with a
diverse group of users
and stakeholders

18. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Go beyond initial ideas

19. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Think about how the
idea plays out at
different stages of the
user journey

20. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
Developing ideas with users,
increases the likelihood of
creating solutions that people
will want to use.

21. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
3. Test and prototype
concept to reality

22. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnookImage: @tnamozova @wearesnook

23. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Test and prototype
with users

24. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Test quickly

25. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Test cheaply

26. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Test temporarily

27. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Test it live

28. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Learn from mistakes

29. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Then design the detail

30. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
Developing prototypes with
users, helps us build the right
thing. Avoids wasting time and
money on the wrong thing.

31. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
Reflections

32. @wearesnookDesigning User-Centred ServicesNess Wright | @ness_wright
Who is leading the
development of MaaS?

33. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
Working with users is key
to designing a service that
people want to use and move
MaaS from concept to reality.

34. Designing User-Centred ServicesNess Wright | @ness_wright @wearesnook
Thank you
Ness Wright
@ness_wright @wearesnook