Transcript Document

Workshop
DESIGNING SUSTAINABLE
MOBILITY SOLUTIONS
Fiona Blackley, Edinburgh & Roxane MacInnis, Ottawa
MMM Group
ACT Canada Summit, Calgary, October 2013
2
WORKSHOP AGENDA
Introduction
10 minutes
Activity 1 - Personas
30 minutes
Design Principles
10 minutes
Activity 2 - Product Design
30 minutes
Concluding remarks
10 minutes
INTRODUCTION
4
GLOBAL MEGATRENDS
Trends
Influencers
 Globalisation
Needs

 Urbanisation

 Land

Use

 Ageing
 Workforce
 Smaller
Participation
Households
 Affluence
 Consumer Culture
 Motorisation
 Congestion
 ICT
Complex Trips


Consumer


Congestion

Enabling Technology

Government Policy




Spend
Availability
 Governance


 Environmental Awareness
 Infrastructure



Personalised Options
Informed Decisions
Simple
Mode Neutral
Inform & Communicate
Personal Connectivity
Physical & Virtual
Integration
Coordinated Transfer
“Zero-Wait State”
Trusted Services
Perceived Value
Transparent Value
Proposition
Payment Mechanism
Attractive Mobility
Package
Requirements

User Focused

Seamless

Valued
5
BROADCAST  INTERACTION
Broadcast
Interaction
6
“FIELD OF DREAMS” APPROACH
If you
build it,
they will
come….
7
THE FUTURE = MOBILITY MANAGEMENT
Aggregates the complete transport offer within a city
•
by delivering personalized, customer-oriented services
•
by integrating transport with user lifestyle needs
8
ACHIEVING BALANCE
User Needs
System Needs
9
PIECING IT ALL TOGETHER
10
TECHNOLOGY IS AN ENABLER
Use technological advances to:
• gain insight and understand users
• provide tailored services and solutions to customers
11
USER FOCUS
12
UNDERSTANDING USERS
IT’S NOT ABOUT THE BUSES/BIKES/CARS/PATHS…
…IT IS ABOUT THE USERS
•
Understand customer needs,
fears, motivations &
experiences
•
Need to know where they go,
when and why
•
Transport is a facilitator for
individual’s lifestyles
13
THE USER ENGAGEMENT PATHWAY
Identify
Capture
Influence
Manage
WITHOUT USER FOCUS, WOULD YOU KNOW….
…that Anne only drives
to work because she
hates waiting for the
bus in the rain?
…that Pete would travel
off-peak if he got a 2 for
1 offer at Timmies?
…that Greg gets off the
bus early so that he
walks further to gain
some exercise?
…that Sarah enjoys
meeting her friend
Joanne and chatting on
the train?
15
WORKSHOP ACTIVITY 1:
PERSONAS
16
UNDERSTANDING USERS
AIMS:
To understand and uncover user value – one of the key
Mobility Management design principles.
To place customer needs at the core of the service design
process in order to enhance the customer experience and
identify revenue opportunities.
Personas
18
19
PERSONA INSTRUCTIONS
■
Read the user segment on your table and think about
real people that fit that description
■
As a group, complete a persona template for your user
segment – including a name, age, picture, characteristics
■
Identify their key lifestyle needs
RULES: You cannot use any transport or mobility
words to describe these things!
DRAW A PICTURE
Quote: What is the most important thing in their
life that they would want to tell you about
What do they look like?
Make them real!!
Personality traits, likes & dislikes, motivators
Lifestyle, family situation,
where they live/work
Lifestyle needs, family needs, day-to-day or
occasional needs
21
WHY USE PERSONAS?
■
Represent different users within a targeted group
■
Focus on the users’ lifestyles, state of mind,
needs, behaviours, attitudes & perceptions
■
Evaluate designs & options against the personas
■
Create a reference point: "Would Jack use this?"
22
MOBILITY PRODUCT DESIGN
23
TURNING THEORY INTO REALITY
Mobility Management methodology
Consider how services can be designed differently
•
We don’t just describe existing
problems
•
We tackle current and future
problems
•
We design solutions to address
real user lifestyle needs
24
USING DESIGN TECHNIQUES
Product Design
Service Design
Mobility Management applies Service Design techniques
to Transportation
25
4Ds OF DESIGN
Discover
Define
Develop
Deliver
Discover
broad
context
Define
precise
problem
Develop
bespoke
solution
Deliver
resulting
service
Based on the British Design Council’s “Double Diamond”
Design Process Model
26
DESIGN TECHNIQUES
27
MOBILITY DESIGN PRINCIPLES
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DESIGN PRINCIPLES
User Value
Integrating Modes
Partnerships
Open Data
Booking & Payment
Facilitation
Intelligent Demand
Management
Supporting Lifestyle
Trust & Assurance
Transparent & Dynamic
Pricing
Incentivized Behaviour
Change
Feedback
29
HEATHROW EXPRESS: USER VALUE
■
London’s Heathrow Airport to Downtown
■
16,000 passengers take the Heathrow
Express on a daily basis
■
“Heathrow Express” standard ticket costs
£20 ($32) for 15 minute journey
■
1st class ticket costs £28 ($44)
■
London Underground can cost as little as
£3 ($5) BUT takes around 1 hour
- For business people arriving at
Heathrow, saving 45 minutes is a
valued option
30
SPITSMIJDEN, NETHERLANDS: TRANSPARENT & DYNAMIC
PRICING
■
■
■
■
■
Pilot project
Paid participants to travel by
public transport or at nonpeak times
Used smart phones to
provide information and
cameras to enforce
Discounts and personalized
transport planning advice
20-50% change away from
peak car use
31
TTC & AIR MILES: INCENTIVIZING BEHAVIOR CHANGE
■
2010 collaboration between Toronto
Transit Commission and LoyaltyOne
■
TTC/Air Miles Reward Miles Project
■
Offered 150 Air Miles for opening a
new account with TTC Metropass
Discount Plan (MDP)
■
Trial showed 57% increase in sales of
annual transit passes
32
SAN FRANCISCO: OPEN DATA
■
An Open Data Portal is
provided by the City and
County of San Francisco
■
Aims to enhance open
government, transparency, and
accountability by improving
access to data
■
Crime, Environment, Dining,
Maps and News
OPOWER HOME ENERGY REPORTS: FEEDBACK
■
Opower compares your energy use to that of your neighbors’
■
■
■
All Neighbours
Efficient Neighbours
Customized feedback and tips for change
34
WORKSHOP ACTIVITY 2:
DESIGNING MOBILITY PRODUCTS
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DESIGNING MOBILITY PRODUCTS
■
Think about how transport and non-transport
services can be combined to design an outline of
a mobility product that delivers value to your
persona (20 minutes)
■
Report back - elevator pitch (1 minute per group)
■
Describe your product idea and how it would
meet the needs of your segment
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ONE MINUTE ELEVATOR PITCH
■
What is the product name?
■
What is the market category?
■
Who is the target customer?
■
What is the customer need?
■
What is the key benefit?
■
What is the product’s unique differentiator?
MMM Group
3 Hill Street
Edinburgh, EH2 3JP, UK
t: +44 (0)131 226 1045