Map.it is an application that combines a rider's habits and wishlists to recommend new routes for accomplishing tasks and purchasing wishlist items. It learns the rider's common routes and uses personal data to suggest alternative routes that allow the rider to cross items off their wishlist. Riders can save, share, and rank the suggested routes. The application helps riders be more efficient and discover new local businesses along their daily commutes.

1. MASTER IN
INTERACTION
DESIGN 2013/14

2. INTRO
What kinds of new service models will be successful today and in
the future? To answer this question, one must first explore what needs
people have while on the move and how they behave in the context
of the transportation system. We conducted multiple types of primary
and secondary research including ethnography, user interviews and
business model analysis, in Milano’s transit system, Azienda Trasporti
Milanesi (ATM), on trams buses and underground metro lines.
Primary - behaviors
Riders exiting the underground metro stations move much more quickly
than those who are getting off of buses and trams. We discovered that
rider behavior at peak and off-peak hours are significantly different.
At peak hours, riders were more occupied, with the majority focused
on smartphones or other media, including even large hard-cover books.
At off-peak hours, riders are looking outside or around at each other
and move at a more relaxed pace. Most people do not pay attention
to the advertisements in the transition spaces and go about their
business without noticing the information kiosks. We also observed
the surroundings of the metro and bus stations to get an idea if there
was a correlation between peak times and walk-ins into stores like
supermarkets, grocery stores etc.
Primary - wants
When interviewed about how they would like to use their time in the
transit system and what new retail services might be helpful while
in transit, the answers fall into a handful of themes. People expect any
digital service to be “smart,” one step ahead of their needs, and learn
their preferences over time. As many services are now available by
mobile device that were traditionally static, such as banking, consumers
expect retail services to come to them and be shaped around their lives
and habits. Accordingly, they also expect new services to not delay
their transit routes, if anything, instead, the services should make their
lives more efficient. Lastly, riders hope that new services can help them
discover new products, places and ways to have a more enriching
urban experience.
Secondary
In order to understand the type of retail that exists in transition spaces we
noted down the different types of businesses that are present in those spaces
to get a sense of existing services and how they could be enhanced. We also
found out about the new innovations and current trends to understand the
retail landscape and gather insights.

3. THE PERSONAS
To produce concepts and analyze their potential effectiveness, we
created three personas:
Federica, a freelancer who uses the transit system to go to meetings
during the day at off-peak hours
Gianluigi, a businessman and parent who uses the transit system to
take his kids to school and get to work
Emilio, a geek and young professional who uses the transit system at
peak hours but has more free time and less stress.
Keywords: distributed service model, multi-channel integration, mobile,
personalized shopping, customized products

4. Dimmi
MEET YOUR PERSONAL COACH
IN A METRO COACH
WHAT IT IS
Dimmi is a service that matches “guides” with riders who want to
learn skills while in transit. The service is a freemium model, available
to all riders in a limited form and to subscribers who have unlimited
passes for the metro system.
HOW IT WORKS
Subscribers download a special app linked to the metro pass to search
for and find a guide. Dimmi suggests three guides with a scale of how
much personal interests match. The rider can pick a guide to meet in the
station to get help. If the rider is satisfied and “approves” the guide in
Dimmi, the guide will receive compensation.
VALUE & POTENTIAL
Dimmi encourages communication among transit riders and learning
during what would otherwise be wasted time in the transit system.

5. SYSTEM FUNCTIONALITIES
REGISTRATION
SEARCH
SORTING & LISTING
LOCATION MATCHING
PAYMENT
Barcode on paper
tickets
X
Access to Dimmi for
duration of ticket
Update Guide
Information
Server looks for avilable guides
Show list of Guides
to Rider
Send notification
to selected Guide
Suggest the meeting point to Rider and
Guide
Search for a Guide
"Who can help me with
_______?"
Choose Guide from list of
suggested available matches.
Ask feedback
from the rider
Send
feedback to
Guide
Give feedback: Satisfied or
Unsatisfied with Guide's service
RIDER
Choose free or premium
version of service
Pay the
Guide
?
D
I
M
M
I
E
?
?
Get feedback
and possibly paid
Approve or reject
the request to meet
GUIDE
Register as a guide. Guide tells
system areas of expertise and hours
of availability
Rider & Guide go to suggested
meeting point
X
REGISTRATION
Dimmi is a freemium service model.
Premium riders get access to extra guides,
all stations or specific times of day.
ATTRACTION
QUERY
MATCH
MEET
Rider can request help in any of the
following areas: foreign languages,
fitness exercises, academic tutoring,
sports statistics or brainstorming.
Rider can see ratings for how much
each guides matches his or her personal
interests. Guides can approve or reject
the request.
The system suggest a meeting point
within the transit system for the learning
session.
RATING & PAYMENT
After using the Dimmi service, the
rider rates the help as satisfied or
unsatisfied. If satisfied, the guide will
be paid by the system.

6. TRAIN STATION #1
TRAIN STATION #2
Common Interests
TRAIN STATION #1
Common Interests
?
?
TRAIN STATION #3
Common Interests
Who can help me practice speaking
Spanish on my way to work?
s
rest
te
on In
m
Com
The rider uses the app to find available guides who
are matches. A future version could use the card or
a card case as the interface.
?
¿Cómo
estás?
s
rest
te
on In
m
Com
Rider chooses guide
Rider and guide meet in station
Rider gives feedback
Guide is rewarded
If the rider gives a positive approval rating, the guide is payed for his service.
Local Link
THINK LOCAL, BE EXCLUSIVE

7. WHAT IT IS
Local Link empowers the customer by making shopping omnipresent
and using transition spaces for delivery and pick-up. It bridges local
sellers and consumers, who get access to high quality local produce, not
available in the city.
HOW IT WORKS
The user can access the service via three touchpoints: website/mobile; kiosk and
lockers. The kiosk and glass lockers act as attraction points for new customers.
At the kiosk the consumer can taste the local produce and place orders. The
consumer also receives information about the website to promote shopping
on the go or at home. The glass lockers are for both picking up orders and
placing new orders. The lockers are made of glass so consumers can preview
what other people ordered. Lockers can also be used for immediate sales of
holiday products and advertising products coming soon. The more people
who order, the quicker the delivery time will be.
Rider wishes to have a product locally made
in another region.
Rider goes to the metro station.
$
$
$
Rider can buy the local product in three different places: 1. locker in metro station,
2. small kiosk shops in the metro stations and 3. online
s
sm
VALUE & POTENTIAL
This service helps small rural producers increase their reach and sell
products to the urban population. Urban consumers, who appreciate high
quality food products, get convenient access through delivery to transition
spaces and homes.
Local Link notifies the rider when his product has been delivered. He can have it delivered at home or
pick it up from the metro station locker.

8. L O C A L
L I N K
SYSTEM FUNCTIONALITIES
REGISTRATION
EXPOSURE
Personal
information
Website
service
Notification
options
Consulting with
sample products
STATUS MANAGEMENT
Save orders & purchases
SERVER
Provide the customer a
receipt with a unique code
Display options
NOTIFICATION
Update status until the
required amount of
orders reached for the
product
Glass lockers
Delivery options
ORDER & PURCHASE MANAGEMENT
SMS
Delivery
into
lockers
E-mail
Notify local producers for
delivery
SERVER
DELIVERY
Phone call
Home
delivery
WEB & MOBILE
Gianluca
The Picky One
optional
Choose
from the
online
catalogue
KNOW
Recommend
friends
Friends
place
orders
USER ACTIONS
PICK UP LOCKERS
2
SEE
Emilio
The Geek
Place an
order
Enter the
locker
number
3
Get a
receipt
with a code
5
Check
order
status
Check
order
status
(digital/print)
Get notified
with
delivery
information
Pick up
orders or
get them
delivered
FOOD STALL
Other orders/cancels placed
TASTE
Federica
Order directly
by the food
stall
The Taster
ATTRACTION
EXPLORATION
Customers gets attracted
through one of the
touchpoints in order to place
an order or make a purchase
for local goods.
All customers can explore
the local goods either by
using the online service
or discovering the local
goods while passing by
the station.
ORDERING
The website and mobile app act as online catalogues of all
the products that can be ordered.
The kiosk is manned by a person who lets the user try and
taste some of the local produce and consequently place an
order if the cusomer likes it.
The glass lockers can be used both for picking up orders
and placing new orders. The glass permits a peek into the
contents of the lockers for consequent ordering, buying
products available for special occasions.
MONITORING
NOTIFICATION
DELIVERY
The delivery time for orders is directly proportional
to the number of orders. So the more people are
recommended this service to, the faster the product
gets delivered as it depends on threshold defined by
the producer. The user has the option to track his order
status online or cancel it.
After placing the order,
the user is notified of the
order status via email/
sms/phone.
The systems offers
home delivery
(with an extra
cost) or delivery
in a locker at the
station of your
choice at the time
of ordering.

9. Map.it
Make maps work
for you
WHAT IT IS
Map.it is an application that combines rider habits with wishlists in
order to recommend new routes for crossing items off the list. Items on the
list can be products the rider hopes to purchase or tasks. The application
takes advantage of personal information and preferences already saved
in other accounts, as well as geolocation.
HOW IT WORKS
When the rider signs up for Map.it, the application integrates with
existing social media accounts to automatically make a wish list. The
rider can categorize and rank these items based on importance, and add
new items. Map.it learns the rider’s commute. Using this personal data,
the system will recommend new routes along which the rider can buy
wishlist items or get tasks done. The rider can save, share and rank the
suggested routes.
VALUE & POTENTIAL
Map.it helps riders be more efficient in their daily commutes, while
discovering new local businesses along the way. Map.it could also help
tourists or new residents.

10. REGISTRATION
WISHLIST CREATION
Pull data and syncronize
with socail media and learn
from user's patterns
Build wishlist from
personal online data
(amazon, ebay etc.)
LEARNING
SUGGESTION
NAVIGATION
LEARNING
M
A
P
.
I
T
SYSTEM FUNCTIONALITIES
Learn user's common routes
Suggest alternate routes according
to wishlists and location
Guide user to the shop
Continue learning
according to user rates
Go to store according
to suggestions
Evaluate each activity,
option to share with
others
USER ACTIONS
LATER
Choose on of
suggested routes
PREVIOUS
NEXT
DISCARD
Choose, postpone and
delete the products on your
wishlist that you can buy on
the selected route
Adjust Time
Insert personal
information and sync
socail media accounts.
REGISTRATION
Users insert information by
adding personal data and
syncing social media account
in order to create a profile
within the system database.
Catergorize, rank
and add to wishlist
WISHLIST
Users give the system a
wishlist filled with itens
categorized by type and
priority.
ROUTE
Users have their most common routes learned and memorized by the system. This way it
suggests different options to match user's locations and wishlist. For every route system
gives users different options of moving around the city to reach the informed destination,
while the user can also manage how much time he has available for the activity.
PURCHASE
RATING
By accepting a suggestion
from the system, users are
led via GPS Navigation to
the retailer indicated.
For every route accepted,
users can evaluate by either
attributing ratings and writing
comments, or even share the
activity on social media.

11. Show of Hands
VOTE AND ACCESS
CINEMA
Rider registers and add personal information
+
+
Rider creates a wish list of products to buy and
tasks to complete
+
System analyzes rider’s location, the time of day
and wish list to make recommendations.
System suggests routes where the rider can
cross items off his wishlist.
Would you
like to save
route?
Rider follows the suggested route and gets what
he needs at the pharmacy.
Rider rates the route and can save it for future use.
THE CITY’S SECRETS

12. WHAT IT IS
Show of Hands is a public opinion poll linked to city-wide events. It gathers
opinions of transit riders for companies, while recommending local businesses
to the riders. Riders can earn tips and bonuses for
every four questions answered.
TRAIN STATION #1 - WAITING
What is Your
Favorite Movie
Genre?
HOW IT WORKS
Riders answer questions using interfaces in metro stations. Results and
business reccomendations are displayed on screens inside trains and on
maps at station exits. If the rider “tags” into Show of Hands using his
card, personalized results and recommendations will be sent to the rider’s
mobile device. Riders can share these results and recommendations.
ATM
Milano Film Festival
Use your ATM card
to personlize and
get updates
X4
A B C D
Get rewards for
every four responses
The event: Milano Film Festival
Questions appear on public screens on platforms.
The results are sent to the cloud.
TRAIN STATION #2 - GET OFF TRAIN
Milano Film Festival
What is your
favorite
movie-time
snack?
A B C D
Results are displayed inside the train cars.
Voters who logged in receive notifications of
results to their mobile devices.
Each station has its own questions. Riders can
answer when boarding or getting off.
Poll results sent
to company sponsor
Share rider
recommendations
COMPANY
CINEMA
Try Dylan’s
Candy Bar here!
Use phone to save
rider suggestions
from map
VALUE & POTENTIAL
Show of Hands supports local businesses during major events. The types
of questions can vary by time of day. For example, in the morning, the
questions are about food markets and in the evenings, nightlife venues.
Logged in user gets
personalized updates
Riders attend Milano Film Festival with new tips and information

13. SYSTEM FUNCTIONALITIES
SHOW OF HANDS
REGISTRATION
QUESTION UPDATE
QUESTION DISTRIBUTION
CALCULATION
RESULTS DISTRIBUTION
CUSTOMIZED SERVICE
% 80
Connect the rider's
card with mobile
application
Update and show
questions according
to company needs
Distribute the questions
across metro stations
Calculate the poll results
Sends results to company,
screens and devices
Generate location-based
recommendations and send
information
INTERACTIVE QUESTIONNAIRE
Get access to
personalized
results through
mobile device
A
Share
recommendations
USER ACTIONS
A
B
B
C
C
D
A
Enter the metro station
A
% 80
D
B
C
B
C
D
Vote on the digital screen of
the station platform
See the results on the
digital screen inside
the metro station
Discover recommended
places according to results
D
RESULTS
ATTRACTION
Companies and sponsors provide questions to the transit authority. Screens with questions are
prominently displayed on station platforms.
ATTRACTION
VOTING
Users vote at digital screens
and can optionally identify
themselves with their transit
system cards.
PUBLISH RESULTS
Results are displayed in metro cars
for all riders to see. Cardholders
who voted will receive personalized
recommendations and special tips
to their mobile devices.
ACTION
Results are displayed in metro cars
for all riders to see. Cardholders
who voted will receive personalized
recommendations and special tips to
their mobile devices.

14. WHAT IT IS
Stylemap
DISCOVER YOUR
STYLE ROUTE
Style Map is an interactive lookbook that lets the consumer choose products
and guides them with an optimized route leading to stores to try them on.
Style Map notifies stores so they can pull products ahead of time.
HOW IT WORKS
Digital screens displaying four lookbooks each are in metro stations and
transition areas. The consumer can browse through the various products and
select what he/she likes. The consumer swipes his card to confirm the selection.
Stores are notified and send information about waiting times for dressing
rooms. The screen displays a route map for stores. The user chooses stores and
then visits the to try on the selected items.
VALUE & POTENTIAL
Stylist-curated lookbooks provide the customer with a simplified shopping
experience. Lookbooks show customers products that can make outfits and thus
make an informed choice. Customers save time in the shopping experience
with prepared dressing rooms. Style Map can be extended to other products
beyond fashion.

15. SYSTEM FUNCTIONALITIES
S T Y L E
M A P
CURATION
IDENTIFICATION & SUGGESTION
Advertisement as an interactive display
of products curated by a person
(celebrity, fashion designer etc.) for
specific looks.
1
2
3
4
Suggest 4 specific looks according to the
choice of the curator as well as the unique
products belonging to the corresponding
look to be choosen.
Identify the customer via personal ATM Card
and get access to personal information.
GUIDANCE
CUSTOMIZED SERVICE
Calculation of the optimized
route along with the given
time to reach destinations.
Identify the customer when
reaching the store.
Send an SMS with the available
appointments and link to of
the calculated route on Google
Maps.
Prepare the choosen
products for the customer
experience.
INTERACTIVE AD
USER ACTIONS
1
Choose your style
and the products you
want to try
Confirm
Put your ATM Card
in the slot to receive
an SMS
1
2
3
30
15
5
Follow the
suggested
route on your
smartphone
along with the
time information
Try the clothes and
other products in a
pre-prepared trial
room on arrival!
4
ATTRACTION
People can instantly see the various products from
different stores that go well together on an interactive
screen placed at the beginning of the shopping area, thus
arousing their curiosity.
DECISION
The user can browse through all the looks and products on the
screen to make an informed choice about the products they
want to try
GUIDANCE
The user can follow the suggested route on their
smartphone along with the time information.
A "CANCEL" option is available for every selected
store to recalculate the total visit time
TRIAL
The user proceeds to each store to try the
chosen items in a pre-stocked trial room
with their respective selections

16. CONCLUSION
TRAIN STATION
TRAIN STATION
ATM
Rider browses digital lookbook.
Rider selects items to try on in store and
swipes ATM card to log in.
15 mins
20 mins
10 mins
Installation displays locations of stores where rider
can try on selected items.
Rider receives SMS with directions to try on
selected item.
Rider arrives to the store, item already on hold in personalized dressing room.
There are countless opportunities that retailers can exploit in order to
be successful in the future, as long as they understand how to adapt to
habits and changing behavior. The retail services we have envisioned
take advantage of many of these opportunities through distributed and
personalized service models that are also location-aware. Consumers
anticipate individualized services that are more intelligent than they
are, one step ahead. In order to be successful in the next few years,
retailers must adjust their approach and distribution models to maintain
this competitive edge.

17. PROJECT LEADER
Claudio Moderini
PROJECT ASSISTANT
Nima Gazestani

18. DOMUS ACADEMY
MILANO ITALY
*MOBILE
THANK YOU!