3. GOTHENBURG, SWEDEN
Traffic on the roads is expected to increase 36%
in Western Sweden between 2005 and 2025
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://imageshack.us/photo/my-images/269/hotelgothiatowersgotebo.j
4. GOTHENBURG, SWEDEN
Traffic on the roads is expected to increase 36%
in Western Sweden between 2005 and 2025
Transport-related CO2 emissions to decrease by
4% in 2010 and by 75% in 2050 in respect to 1990
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
5. GOTHENBURG, SWEDEN
Traffic on the roads is expected to increase 36%
in Western Sweden between 2005 and 2025
Transport-related CO2 emissions to decrease by
4% in 2010 and by 75% in 2050 in respect to 1990
Public transport travel in the Gothenburg area
should increase from 24% to 40% in 2025
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
6. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
DROP CAR USAGE
Car usage should drop from 65% to 35%
7. FEASIBLE?
ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
The goal would be met if car commuters
switched to walking, bicycling, or public
transport one day per week
8. BUT MUCH TO CONSIDER
Impacting collective transport behavior
is a complex proposition where a
multitude of factors weigh in
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/komunews/4952326992
11. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
BETTER INFORMATION
12. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
OR BETTER ... MH?
13. PROS AND CONS
All of these have pros and cons in respect to a
better, sustainable public transportation
model for everyday travel
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
14. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
BETTER ROADS = MORE TRAFFIC
http://www.flickr.com/photos/epsos/5591761716/
15. CO-MODAL TRAVELING
“A transport policy which promotes the
interoperability of all transport modes and
means of transport on their own and in
combination to obtain optimal and
sustainable utilization of resources”
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
16. ? CAR
WALK HOME
TRAM
WALK
BUS TRAIN
BIKE
CO-MODAL TRAVELING
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
18. CO-MODALITY IS
More sustainable but less comfortable
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
19. CO-MODALITY IS
more sustainable but less comfortable
requires more, coordinated information and
relies on a multitude of touchpoints
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
20. CO-MODALITY IS
more sustainable but less comfortable
requires more, coordinated information and
relies on a multitude of touchpoints
ultimately requires the development of a
cross-channel approach
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
21. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
TORSLANDA
http://www.flickr.com/photos/mescon/3763672602/
24. A TRAVEL PLANNER APP!
ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
http://www.flickr.com/photos/mescon/3763672602/
25. strafiken
Jönk ö pings Lan
Jönköpin gs Kurir
CPH Airport
SJ
Swebus
andvette r Airport
L
Bike Sha re Status
Berlin Metro Map
Metro & Tramway
Lyon
VIP Taxi Berlin
el Airport
FLY'on Berlin Teg
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
26. WHEN TRAVELING
our needs change through
time, in the short and in the
long period, and are shaped
in accordance with the place
we currently are
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
27. USER EXPERIENCE
???
@#%!
...
whew!
process
bus car signage print mobile
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
41. OPEN ECOLOGY
city transport is an open
ecology where a number of
players participate, and
some compete
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
42. STOPS CAR
WALK HOME
SIGNS
TRAM
BUS TRAIN
BIKE
PEOPLE P
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
43. WHY USE ONE'S CAR?
the two primary factors for
using one's car were found to
be control and risk reduction
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
45. PUBLIC MEANS OF TRANSPORT?
an immediate loss of control
and an uneven lack of
information along the journey
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
46. GIVE THEM AN APP THEN, BUT ..
make the app a fitting
piece of a larger
cross-channel strategy, not
the only control point
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
47. REFACTOR AND REFIT
change the travel planner into
an information broker, a
personal travel manager and
call it ARB (not really necessary)
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
48. INTEGRATE ACROSS CHANNELS
ARB integrates seamlessly
with the many other
touchpoints commuters find
along their way when using
co-modal transport
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
49. STOPS CAR
WALK HOME
SIGNS
TRAM
BUS TRAIN
BIKE
PEOPLE P
APP
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
50. A CONSISTENT EXPERIENCE
ARB ties all different pieces of
the journey into a consistent
experience, always providing
clues on what already happened
and what is going to happen next
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
51. MAIN TASK: PROVIDE INFORMATION
information allows them to
maximize their choices and go
beyond a bad commuting
experience or simple satisficing
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
52. DO NOT INTRUDE
very much like a secretary,
ARB works in the background
to oversee processes and
assure that everything runs
smoothly and on time
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
53. CUT DOWN ON FEATURES
strip away everything that
does not belong or reinforces
the new paradigm and do not
duplicate functions
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
59. TWO DIFFERENT SITUATIONS
normal conditions, when
everything works as as expected
difficult conditions, when
something disrupts the normal
flow of events
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
60. IN NORMAL SITUATIONS
ARB plays a subdued role as an
intelligent alarm / reminder, and
as a confirmation point. It sends
off proactive warnings and notifies
of upcoming changes in status
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
61. IN DIFFICULT SITUATIONS
ARB turns proactive warnings
into operative suggestions for
alternative paths to route
around blocks, delays, or
missed connections
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
62. BE A TEAM PLAYER
other information sources
available in place are to be
considered and not downplayed
nor second-guessed
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
63. WORK SEAMLESSLY
touchpoints have to move
●
from being competitors to
being seamless co-providers
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
64. PLAY YOUR STRENGTHS
don't try to be everything
users will use other channels no
matter what you try or do
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
65. OPPORTUNITIES IN NEGATIVE SPACES
the availability of information
at key decisional points and in
between decision points is a
crucial factor in a successful
cross-channel strategy
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
66. POINT-OF-NO-RETURN
at some point of the
commuting leg backing out
of the process is more
impractical than going
forward no matter what
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
68. BE A SILENT, WATCHFUL PARTNER
favor passive acquisition of
information and do not
require constant user
attention or participation
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
69. BE MULTI-MODAL
use sound, movement (buzz),
color and shape to convey
different levels of
importance and urgency
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
70. USE AMBIENT SIGNIFIERS
ARB provides audio signals for
key places. These could be
musical cues, or fully-formed
messages or melodies uniquely
attached to a single location
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
71. ADD WHEN IT MAKES SENSE
For example, why not provide
dynamic calculation of the
estimated time of arrival (ETA)?
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
72. LEARN THE POWER OF TAKE AWAY
in a city center, many
touchpoints mean also many
alternative means of
transport available
simplify and reduce choices
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
73. BRIEF RECAP
be a team player
don't try to be everything
work with the ecosystem
be a quiet partner
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
74. book
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
75. THANK YOU
Andrea @Resmini
http://andrearesmini.com
ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
