Together DRT Presentation

MAJOR PROJECT
REALISATION
Together:
Demand Responsive
Together Transport Case Study: Rouse Hill
Industrial Design Tim Tompson
University of Technology 10175747
Sydney +61450731959
timtompson@gmail.com

TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSION
SUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747
Major Project Realisation Together

+ More Detailed Information in Book
p1
+ Reference Page numbers are cited
+ Presentation Colour Coded by Topic
+ Presentation Progress View Below

Background Design of Service Specific Application

TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE &&
SOFTWARE PROMOTIONAL CASE STUDY: CONCLUSION
SUSTAINABILITY SERVICE MARKETING INTERFACE
INTERFACE ANIMATION ROUSE HILL Tim Tompson 10175747

Trends &
Sustainability
“A paradigm shift from technology driven development to human
centred development is underway. The focus is shifting from materialistic
and visible values to those which are mental, intellectual and possibly
less material. An era of ‘cultural productivity’ has commenced, where
the importance attributed to modes of life, values and symbols may
be greater than that attributed to physical products. Design thinking
stands steadfastly at the centre of this continuum. Simultaneously, this
development highlights the importance of cultural traditions and the need
to extend and revitalise them.” The Kyoto Declaration. March 28.2008


Design Themes:

SERVICE DESIGN
SUSTAINABILITY
DESIGN THINKING
INTERACTION LINKING
TOGETHER...
TECHNOLOGY,
BUSINESS &
THE USER.

Applied to a Sustainability &
Social Problem:
es of p etrol a
Oil Dependence 3.6 b illion litr
day.

% is im ported.
60+ $88.14
79.84 = AU
now $
a barrel

3 billion a year
AU$2
n depen dency.
foreig


Oil Dependence Problem is
escalating rapidly A U$300+ per barr
el,
within 3-5 years..
.
foreign dependency
.
$63.5 billion a yea
r.
almost 10% of our
GDP


With Additional Drivers for
Change
+ Sustainability
+ Traffic + Congestion
+ Population
+ Health
+ Technology
+ Community Livability

= Opportunity


Problem: Technological Change is Slow

100 %
Percentage of American Households

75%
Mobile Phone
Electricity

50%
Internet

25% Computer
Microwave
Auto Refrigerator Electric Vehicles
0%
1900 1915 1930 1945 1960 1975 1990 2005
New York Times, 2005


GOAL

Oil Dependence - Vulnerability Sustainability - Resilience

Factors Barriers to Change FOCUS Barriers Broken Via Factors

“Design fills the Design Opportunity

gap between
strategic intent and Towards Longer Term Objectives
implementation.”
Second Road 2009


Process
Design Thinking: Innovation
Design Innovation
Venn Diagram

Feasibility Viability
Technology Business

Functional Emotional
Innovation People Innovation
Useability/Desireability
Based on
diagram Generally the areas which
cited by Design lack thorough consideration
Brown,2006 Innovation
in sustainable projects


System & Service
Design a system / scenario and its key designed components, that
provides a ‘seamless and affordable’ viable alternative to private petrol
driven motor vehicle usage for local travel.

The system/scenario should by design minimise the psychological barriers
to its adoption (cited by Pera et al 2008, and Holden, 2007). The design
should liberate residents from the clutches of motor vehicle and petrol
dependence for leading towards and transitional in respect to the long
term objectives of sustainable development by ‘Creating Resilience’ and
fostering ‘Community’(Beatley, et al, 2009). The design should be iconic in
the sense of a promotional tool for the advantages and long term goals, of
sustainable development.


28 Design Objectives under the headings of:
+ Creating Resilience - No external Dependence
+ Fostering Community - Stronger Community Wellbeing
+ Fostering Sustainability - Renewable Energy, Res. Eff.
+ Iconic - Promote Ideals to wider comm.
+ Liberating - Empower with Choice
p19
Change Mindsets towards transportation:

1. The Mindset of Paradigm out of which the system - its goals,
power structure, rules, its culture - arises. Donnella Meadows,
1999, Leverage Points


Demand Responsive Transport

+ Minibuses around + No fixed Routes + Users must book
10 seats the service in
advance

A DRT Service can at several locations The DRT Service
pick up multiple all with different drops off each
passengers destinations passenger exactly
where they want.


Demand Responsive INTER SUBURB TRAVEL
more than 5km
Transport

+ Comparable
Service Level
+ Integrates with
A linking
existing services. Service
+ Low Investment LOCAL TRAVEL
less than 5m

+ Add Value to all
stakeholders.
+ Resource Efficient
+ Low Land Use
Together DRT

User Focus
Create Appeal


New Service Model

Together:
Demand Responsive
Together Transport
Demand responsive bus services to empower
communities towards a resilient & sustainable future


Resource Reward &
Efficiency Value
Renewable Delivered
Indirectly
Technology Business

The User
Together Service
Model:
Design Innovation
Venn Diagram Provide New Value
Assisted by current trends &
financial pressures


Technology Value
Technology

+ All Electric Bus Service
+ 100% Renewable Energy
+ 3 Phase Implementation

convenience health renewable all electric


Technology Value
Phase I: Technology

Implementation

+ Green Energy Off
Grid
+ Trial Period
+ No large financial
commitment
+ Gets the Service
started

0 5 10+
years

SUSTAINABILITY SERVICE MARKETING INTERFACE ANIMATION ROUSE HILL
0 5
Tim Tompson 10175747
10+

Technology Value
Phase II: Technology

Establishment

+ Installation of
Local Green
Energy Source
+ Acts as a
promotional tool 0 5 10+
years
+ Balances energy
use of the service

0 5 10+
years

SUSTAINABILITY SERVICE 0
MARKETING INTERFACE ANIMATION5 ROUSE HILL Tim Tompson 10175747 10+
Together
Major Project Realisation

Technology Value
Phase III: Technology

Maturity

+ Optimal set up
0 5 10+
+ Installation of a years
400kWh + Battery
+ Balances Grid
+ Multiple vehicles
0 5 10+
can recharge years
simultaneously
+ Creates the
Energy Buffer 0 5 10+
years


Technology Value
Phase III: Technology

Maturity - Energy Buffer

Possible Power Demand
with Extensive Electric

Lower Peak Demand
Vehicle Usage
mWh

on energy grid.
Current Power
Demands
Electric Car Power
Demand on the grid

electric car batteries
/ underground
battery feeding
00:00 04:00 08:00 12:00 16:00 20:00 00:00 back to the grid


Technology Value
Technology

+ Designed for
SMS

Rouse Hill Rouse Hill
Smaller Medium New Dev. Zone
Density Areas
Dispatch
+ Designed as to Kellyville Managed overall
Operate as Cells same call centre/
internet server etc

Each Zone has own financial support
all managed by Together.

Windsor Rd
to Castle Hill etc.


Technology Value
Component Selection Technology

+ Technology
constantly
improving.
+ Leasing allows
upgrades
+ Best fit at that
time
hite Van Man
Ed ison: Changing W
to Green Van Man
3.5t higher
n is the world’s first top speed
The Smith Ediso a
vehicle, providing
function electric payload of up to 1220kg* and
of up to 50mph, a to 100 miles.
ery charge of up
a range on one batt The modern and
friendly styling which
r than a diesel traction module deeply pleasantly introdu
from 0-30mph faste updated. A new and ce this minibus
in the heart of our
Edison can accelerate for urban operations. And a GVW batteries provide
ZEUS with premiu
more powerful AC
m features on the
water cooled electric historic centres,
motor, an IGBT inverte fits today a
ideal Speed and accele
vehicle, making it drivers do not requi
re ration performances electric minibus
market. r and new lithium
means that your moreover the new also increase as
a consequence
of less than 3.5t possible to half
lithium batteries
allow a range of
120 km in a typical
of more than 500
kilos of weight saving
the necessary time
a Class C licence. ase 3.5t
to rechar ge them
completely and make
urban duty cycle.
With the new batteri and
es it is also
Medium Wheelb short partial rechar
on Edison Panel Van, ging too.
* Payload based
ZEUS
PASSENGERS MAIN DIMENSIONS
• Home delivery
(standard) (MM)
on
s for the Smith Edis
Maximum length ZEUS
• Logistics
Seated
Ideal application 3.5t to 4.6t, the • Parcel ng ry
Standi delive
7 7 7
Maximum width 5.890
2.070
Maximum height
weight options from mum performance 18 22 (with A. C.)
With gross vehicle • Wheelchair
Utilities
26
2.595
ned to provide maxi Folding seats estates manageme
1 nt -- Minimum height
from ground
Edison range is desig • Facilities and --
Wheelbase 200
application. -- 2
in any closed urban for lower mileage,
Driver ling collection --
• Waste and recyc 1 Overhang front / 3.720
is perfectly suited and duty cycles
1 rear
The Smith Edison TOTAL 1 1.140/ 1.030
on congested roads • Airport operations 27 32
Turning diameter
intra-city operations . 34
ctions and drops • Public authority Entrance step height 13.740
and starts, or colle
with many stops embraced 310
have alrea dy adopted and • Service engineers
Dry weight with driver
Market sectors which 4.300 Kg
de:
our vehicles inclu following configurations:
n is available in the
The Smith Ediso
y roof heigh t
Panel Van – man
ns
and wheelbase optio

n of tipper
Chassis Cab – optio
or dropside body

with 15 seats
Minibus – available

s.com
ectricvehicle
www.smithel

TRENDS & SYSTEM & USER EXPERIENCE & SOFTWARE & PROMOTIONAL CASE STUDY: CONCLUSION colours

SERVICE MARKETING INTERFACE ROUSE HILL
Tanfield Group

SUSTAINABILITY ANIMATION
client cyan

Together
supplier magenta

Tim Tompson 10175747
TBC yellow
printer
4859 black
job number
A4
Smith Edison Leaflet

Major Project Realisation
project
ARTWORK © wda design 2007
stage
8.04.08
date
hop CS2
Illustrator CS2, Photos
notes r print design.co.uk

Together Funding
25% funded by local User Business

business.

Government Business User Tickets

00%
% 50 % 100 %

Local & State Local Businesses Kept around $2 per
Government that can benefit ride, flat fare per
from the service. person, within the
Same user base. area.
(shopping centres,
energy companies)


Business Value
Business

+ Targets Implementation by creating
Rouse Hill
business opportunity Town Centre
ROUSE HILL

+ Co-operatively Run by community 1800 123456
together.com.au

entities
+ Add Services
+ Customer Loyalty SYDNEY CITY

+ Keeps all finances local 1800 123456
together.com.au

+ Environmental Branding/Image
+ Advertising on Vans + Infrastructure
KELLYVILLE
1800 123456
together.com.au


User Experience User

& Marketing
User Value

+ Targets User Value Chain
+ Can be implemented without State Government Funding
+ Interactive Dynamic Service Model
+ Tailored Solution to every location
+ vs Competition


Competition
Blueprinting Need to Travel

Have Vehicle Ready
Find Keys Prepare Board Vehicle Possible Traffic Problems User looks for carpark

Private Motor Vehicle Extra Burden
Find Carpark Vehicle Stops Exit Vehicle

Lock Vehicle
Walk to DestinationUser Arrive at Destination

Touchpoint Analysis
TAXI TRAVEL Is the car ready? Driving Stress

Huge cost adjust seat etc
need to know
and effort to keep Can I get someone Can be stressful Can cost Parking can be far away
where to go.
a vehicle road ready to take me? high comfort level.
not generally fully
Private comprehended. Traffic issues. time consuming time consuming
Motor Vehicle

Service Arrives Pay for Service Find Seat Request Stop

Know stop, location User Walks to Bus Stop User Waits for Service

BUS TRAVEL Concult Timetable Routes can be long
Know where you are Push button,
bus stop can be far away. no feedback, priority lanes
travel ten or get ready to get off.
anxious wait. Walk can be long
find small change Indirect Routes
very unreliable service
concession card?
Regular
trip length uncertainty
Bus Service Extra Step:
How can hassle be
minimised?
Pay for Service
User Requests Service

CAR TRAVEL
TAXI TRAVEL find phone number Indirect Routes
phone only
no feedback, can order the service for
can be unreliable anxious wait.
you book a time in pick up or and arrival time Dropped Close by

advance no quarantee
Taxi Service they will come. trip length uncertainty
ordering process
differentiated.
verification by only by
calling back to
double check
feedback of exact Swipe ID card
Preregistration arrival time will
make wait
more pleasant,
SMS RFID

Driver should already
and productive Automated payment
multiple modes be aware of exact
no user intervention required.
of ordering destination
DRT TRAVEL find contact service Indirect Routes

free ride guarantee
Only done once can order the service for priority lanes?
if the service is late.
account could be pick up or and arrival time Dropped Close by
automatically topped up.
Design Interventions to minimise impact of hassle / intuitive simple ordering process?
Together DRT Concept

+ Design Out Foreseeable Problems in the Service
p48
+ eg Remove Hassle of ordering
- Saved presets, user profile, one click ordering, sms etc.
+ eg Remove Anziety of Waiting
- Constant Feedback / Reliability (Hollins, 2006)
+ Combat benefits of car driving by adding Service
- Driver assistance with groceries / disability etc


Adding Value
Creating Appeal Cognitive User

+ Diverse Mindsets (Pera et al 2008)
+ ‘trial’ period commitment
+ Consistancy
+ Service Guarantees Physical Emotional
+ Removing Barriers to Change
+ Involvement

Multiple Levels of User appeal
as cited by Tim Brown, 2006


Early Adopters
User

SMS SMS SMS SMS SMS
RFID RFID RFID RFID RFID

Elderly 60+ Young 11-16 Late Night Travel
Dont feel comfortable freedom before they get a Avoid drink driving, safety
driving, feel unsafe. license


Software & Technology User

Interface Active Involvement
Participation

SMS
RFID

ID Card Landline SMS Mobile Internet Internet
Phone


PREREGISTRATION Technology User

Constant
Feedback &
NET SMS CALL
Consistency
Web Interface Prompt System

Booking Stored
DISPATCH CENTRE Active Vehicles Assigned Driver Interface

Automated Booking Centre, manages calls


+ Key Information F Walker Town Cent. T-Way Inter.
J Meadows M Jones
+ Live Timing 1 DIS
T - 2 mins
1
T + 1 mins
2
D - 17 mins
5 4
D - 17 mins

+ GPS location
+ Driver has Control
+ Can Contact
Users

Service
1 50m ahead

Guarantees

Reliability & Timing 44 Mile End Rd
are Paramount


Account Linked to:
+ Various Methods x

+ Rapid Booking
http://www.together.com.au/user-sd98y3.html

+ Saves Presets Together

NEW TRIP
+ Clear Simple SAVED SHOPS

1
+ FROM ADDRESS TO

TOWN CENTRE
LOCATION

PASSENGERS HOME (23 MILE CRESC.)

+ Experience ONETEL 3:42 PM
ONE WAY

TODAY
ROUSE HILL ZONE

VIEW MAP
ROUSE HILL ZONE

VIEW MAP

+ Consistent Back DAVE SIMMONS Change Confirm

USER
LEAVE AFTER
BARRY WHITE change acc

Tailored Service
ACCOUNT $33.43 12 12 12
top up account
QEUED TRIPS

?
User feels like a
HOME - TOWN CENTRE 12:12 ESTIMATED COST $1.90
HOME - MEDICAL CENTRE 12:12
CONFIRM TRIP

member.
DEPARTURE ARRIVAL
NOT SPECIFIED
34 WERONA AVE
ASAP

ASAP

a
2
i
Account Presets Updates About


Promotional
Animation
+ Promotional Tool Demand Responsive Transport
+ Promotional Tool for Together Concept
+ Wide Audience, viewed online.
+ Commence Dialogue

p59


Animation


Case Study: F OC US

Rouse Hill
+ An at Risk Area, high Oil Dependence
+ No support of State Government
+ Huge Growth Area
+ High Debt area, Financial Pressures
+ ‘Australian Dream’


Local Residents
0-9yrs

10-19yrs

20-29yrs 70+ years
30-39yrs 60-69yrs

50-59yrs

40-49yrs

+ 7500 people, rapidly expanding
+ Young Demographic
+ Strong Community Feel
+ Green Culture


Rouse Hill
Travel Patterns High School

+ ‘One to Many’ Primary School

+ 3 Key
Destinations The Mean Fiddler

Rouse Hill Town Centre
Quakers Hill Transit Centre

Interchange Town Centre Mean Fiddler

South to Castle Hill,
Interchange Town Centre Mean Fiddler
Parramatta &
the City


Road Kilometre

Rouse Hill Range,
est travel time;

Proposed
- 4.5km 10 m
in
- 4.0km 9 min

Efficiency of - 3.5km 7.5 min

Service - 3.0km

- 2.5km
6.5 min

5 min
- 2.0km 3.5 min

- 1.5km 2.5 min
- 1.0km 1.5 min
- 0.5km .5 min
- start

+ Passenger Average 3 per round trip
+ Round Trip average 25-30 minutes, 2 per hour
Operational Angle
60’ DRT Key Location:
1km Radii by air Town Centre

South to Castle Hil
l,
Parramatta &
the City


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