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Metropol transportation service concept--------------------prototyping a use experienceTimo Halko / Aalto University School of Arts Design and ArchitectureDesigning Services / 10.3.2012
autoMated deMand responsivetransportation service
Taxi a-DRT Bus
Travel criteria defined by the customer
Door-to-door delivery
Shared rides
No fixed routes
No fixed timetables
Minibuses
Routing of the trips is and dispatching the customers and the vehicles is operated by a computer
software.
Metropol project
Since 2007, Aalto Univeristy’s Metropol research project has investigated whether an automated DRT
based travel service would be feasible to design, produce and implement in the metropolitan area of
Helsinki.
pilot
1.Oct.2012HSL (Helsinki Regional Transport Organisation)
Ajelo OyAalto University
10 Vehicles for start (will be increased to 100)3-Years
objective
To prototype the use experience of theservice concept in authentic use environment
together with real users
objective
Worry: Is it a taxi or a bus service? How will users perceive the service?-----------------------
Usability (Customer journey and key touch points)Usefulness (Suitability to users daily needs)Experience (Impressions and perceptions)
participants
7 Test users3 Service developers (HSL)
2 Service developers (Ajelo Oy)2 Researcers (Aalto)
1 Driver (HSL)
target group
Work and family dependent private car users:-------------------------------------------------
5 adults age between 30 to 50 years2 teenagers between 13 to 17
getting faMiliar with the service
Before the actual test a scenario describing on a general level the use of the service
was sent to every test user--------------------------------------
Modeled hearing about the service from somewheree.g. an advertisement or a friend
Palvelulla voit matkustaa pikkubussilla mukavasti ja nopeasti haluamasi kahden pysäkin välisen matkan, ilman vaihtoja.
Uudenlainen tilattava joukkoliikennepalvelu
Voit käyttää palvelua tietokoneella tai kännykällä.
Palveluun rekisteröityessä siirretään matkatilille rahaa, jolla matkat maksetaan.
Matka tilataan syöttämällä haluttu lähtöosoite, määräosoite ja lähtöaika.
Tämänjälkeen saat palvelusta kolme nopeudeltaan ja hinnaltaan vaihtelevaa matkaehdotusta.
Hyväksyttyäsi jonkin ehdotuksista ja maksettuasi matkan saat ohjeet milloin ja mistä auto hakee sinut.
Matkaohjeet ovat saatavilla myös matkapuhelimen kautta. Auto poimii sinut lähimmältä bussipysäkiltä sovittuun aikaan.
Näytä kuljettajalle autoon noustessasi tilauksen yhteydessä saamasi matkakoodi.
Autossa on informaationäyttö, joka kertoo milloin on sinun vuorosi jäädä kyydistä.
Matkaohjeet kertovat sinulle myös miten löydät pysäkiltä perille haluamaasi osoitteeseen.
experiencing - ordering a trip
An assignment instead of interview:---------------------------------------
Use Metropol service to travel into an interview. The interview takes place in Aalto Arts at given time.
--------------------------------------------(To create a real travel need
with real time and spatial constraints)
sharing the experience - interview 1
Semi structured interview------------
1. Basic information related to the test user’s travel behaviour and attitudes towards public transit.2. Customer journey and the key touch points
3. Feelings and first impressions4. Willingness to pay
sharing the experience - interview 1
Semi structured interview------------
1. Basic information related to the test user’s travel behaviour and attitudes towards public transit.
2. The customer journey and the key touch points3. Feelings and first impressions
4. Willingness to pay
sharing the experience - interview 1
Semi structured interview------------
1. Basic information related to the test user’s travel behaviour and attitudes towards public transit.
2. The customer journey and the key touch points3. Feelings and first impressions
4. Willingness to pay
sharing the experience - interview 1
Semi structured interview------------
1. Basic information related to the test user’s travel behaviour and attitudes towards public transit.
2. The customer journey and the key touch points3. Feelings and first impressions
4. Willingness to pay
sharing the experience - interview 2
Informal interview--------------------
All test users were taken back to HSL HQ afterthe first interview. The same test vehicle was used
for this. Test users and facilitators had Informal discussions during the trip.
Positive reactions related to the service:-------------------------------------------
No interchanges, nice to have an own seat, not cramped, the low floor vehicle offers good
accessibility and room for large luggage, flexibility.
results
results
Negative reactions related to the usability:---------------------------------------------Finding the pick-up point was too stressful
Some usability issues related to UI were detected
The personal travel code (5F) was not recognised
results
Usefulness (suitability):--------------------------
Four test users said that with the new service, they would be ready to start replacing some of the trips
that they normally do with a private car.
results
Usefulness (suitability):-------------------------
The service was experienced suitablefor work trips and shopping trips.
Common opinion was also that the service wouldbe great for childrens trips to hobbies.
Experience (Impressions and perceptions)---------------------------------------------
‘Intimate, more personal than conventional transit, safe and clean’ - Male 49
‘Easier, convenient and faster than a traditional bus. The ride was more relaxed than in a normal bus.’
- Female 40
results
Benefits from the participatory approach:--------------------------------------------
Different stakeholders got an opportunity to travel
Increased shared knowledge and understanding between different stakeholders
Getting in contact with the end users
results