NAVIGATION & TOURISM ET08 - Emerging Technologies Orario 14.30 – 17.00 Sala 2

1. Stories about trains
Improving the travel experience
through user-centred design
Experientia 2009

2. Trenitalia: designing the travel experience
Enable new forms of interaction  Increased communication potential
between customers and Trenitalia’s Making data available anytime/anywhere to
physical/information structure support personnel and passenger decisions
 Potential for the design of new services offerings
Design of new combinations of digital and physical
resources of Trenitalia that could improve and
enlarge the range of activities passengers can
experience during a train journey

3. Travel stages
 Dreaming  Ticketing
Activities related to imagining future travel Procedures and activities performed to
scenarios and situations acquire the travel document
 Learning  Waiting
Activities related to searching and acquiring Time range and activities usually carried out
information about a future travel on platform or waiting rooms due to train
delays, catching connections, etc.
 Planning
Activities related to taking decisions about  Boarding
the different resources to be used during a Activities involved in entering the train envi-
travel ronment (wagon) and finding a place to sit
 Starting from home  Riding
Activities carried out to move from the home Activities carried out during the time spent on
environment to the train station board like relaxing, socialising or working
 Entering the station  Continuing
Orientation / information retrieval activities Activities related to leaving the train and
performed once entered the train station train station to connect with other means of
transport or physical environments

4. Travel roles
 Commuters  Event travellers
Frequent travellers involved in highly Visit places because of their interest in a
predictable and repetitive journeys specific event (e.g. sporting, religious,
political or cultural events)
 Tourists
Leisure travellers with a wide range of  Travellers with special needs
expectations and needs Often dependent on the support of others
during the travel for various reasons.
 Business travellers
Timely arrival is crucial for them  Railroad employees
Interested in the railway system as their place
of work and in its changes from a professional
point of view

5. Scenarios of prototypical travel situations
Based on understanding people,
their needs and their roles,
we developed scenarios of
innovative forms of interaction
between passengers and Trenitalia
Special events
At home On board Delays
‘Cool tricks’

6. Scenario 1: At home
Fulfilling information needs
before travelling
Giving well-represented and
communicated packages of
information to a passenger
before and during the travel
At home Checking his phone In Milan station On the platform

7. Scenario 2: On board
Find my way scenario
Reduce people’s uncertainty and
stress by providing information on the
right location and destination
Boarding In the train Correct station notification

8. Scenario 3: Delays
Improved delay communication
provides better travel experience
Reduce stress levels through timely
information, travel alerts,
transparency and dynamic
information delivery
In the office At the station On the way to the platform Boarding the train Riding the train

9. Scenario 3: Delays

10. Scenario 4: Special events
Transforming the travelling
experience: the school trip case
Design the train environment to
support and augment the event travel
experience
At school At the station On board Stopping Continuing

11. Scenario 5: ‘Cool tricks’
Changing the external
perception of trains
Use interaction design to
associate the Trenitalia brand
identity with the perception of
high-technology

12. What has changed?
1. Technology
Smart phones, pervasive displays,
augmented reality, ubiquitous Internet
But it is still about information and
communication
2. People
Increased expectations, increased
independence
But basic human behaviour is still the
same
3. Client (Trenitalia)
Some services implemented, more
technologically enabled
But it is still a transport company

13. User-centred
design approach People
Understand
In-depth understanding of user needs
through observation and analysis
Context User profiles Ideas
Foresight Design
Research on and scenarios User-centred
of future developments design concepts and strategies
Scenarios Design specification
Experience Touchpoints
Test Prototype
Comprehensive usability analysis Strong user experiences
Implementation support Iterative prototypes

14. Foresight Approach
 Context research
Identify future business opportunities
 Trend exploration
Medium range scenarios about the way  Expert opinions
people will organise their lives in the  Opportunity mapping
future, what products and services they  Scenario development
might need, and how they will use them,
Deliverables
helps companies and organisations  Trend analysis
identify opportunities for design and  Technology roadmaps
innovation.  Mood boards
 Scenarios of use

15. Understand Approach
 User experience modelling
Connect marketing research with in-
 Contextual inquiry
depth user understanding  Design ethnography
To understand people’s experiences and  Interviews with extreme and
lead users
behaviours, and to grasp how they  Conversation analysis
interact with products and services, we  Task and flow analysis
need to observe them in their own
environments, analyse their Deliverables
 User profiles and personas
conversations, flows and tasks, and use
 Customer journey maps
these qualitative insights to model  Experience models
products and services.  Scenarios

16. Design Approach
 Strategic design
Create user-centred strategies and
 Innovation workshops
design concepts  Opportunity modelling
Translating the user and use needs and  Idea generation
desired experience into creative and  Concept development
 Communication design,
human-centred strategies, concepts and interaction design, industrial
design will ensure compelling, desirable design, information architecture
and useful solutions for the end-users Deliverables
and added value for companies.  Concept visualisations
 Sketches
 Design drawings and models
 User and use requirements
 Design specifications

17. Prototype Approach
 Just enough prototyping
Assure effective and strong
 Iterative process
experiences through prototyping  Conceptual prototypes
By designing progressively more refined  Appearance prototypes
prototypes, we gain insights on what  Functional prototypes
works with people and what doesn't, and Deliverables
why, and we can test user acceptance,  Lo-fi prototypes are developed
with simple tools: paper,
usage benefits and drawbacks in various screen, video, wizard-of-oz,
contexts, making sure that the end walk-through…
result is solid and valuable.  Hi-fi prototypes are more
sophisticated: here we have
applications, appearance
models and functional models

18. Test Approach
 Participatory methods
Deliver robust products and services
 Heuristic evaluations
through comprehensive user testing  Cognitive walkthroughs
By assessing, measuring and evaluating  Focus groups
the user experience companies and  Usability testing
organisations can align their products Deliverables
and services with their users’ needs.  Usability analysis
 Prototype iterations
 Implementation support

19. Our Clients
Context People Ideas Touchpoints Experience
Foresight Understand Design Prototypes Test
City of Genk Condé Nast Alcatel Lucent Alcatel Lucent Expedia
CSI-Piemonte Conifer Research Applied Dreams Condé Nast Fujitsu Siemens
European Commission CVS Pharmacy CVS Pharmacy Ferrero Nokia
Nokia Expedia Deutsche Telekom Finmeccanica RIM
Samsung Fidelity Ferrero Intesa San Paolo Red Hat
SITRA, Finland Haier Kodak Mattel Samsung
Swisscom Microsoft Max Mara SITRA, Finland Vodafone
Trenitalia Motorola Nokia Swisscom Whirlpool
Vodafone Samsung Samsung Yahoo!
SITRA, Finland SITRA, Finland
Thomson CompuMark Swisscom
Vodafone Tre Spade
Vodafone

20. Experientia s.r.l.
Via Cesare Battisti 15
10123 Torino
Italy
T+39 011 812 9687
info@experientia.com
www.experientia.com