Reliable exploratory journey: Improving public transport travel experience for foreign passengers through service design perspective
School of Arts, Design and Architecture | Master's thesis
P1 OPINNÄYTTEET D 2019 Wan
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International Design Business Management
AbstractWith the internationalisation of a city, the importance of improving foreign passengers’ public transport experience has gained increasing attention. Public transport experience depends on public transport service quality. Reliability is an essential public transport service quality that contributes to satisfying public transport experience. There have been many studies on improving the reliability of public transport from the perspective of providers, but only a few studies consider what factors affect the sense of reliability from the perspective of passengers and how this feeling is formed in public transport experience. The user-centric service design approach is applied to investigate foreign passengers’ travel behaviours and impacting features in Greater Helsinki public transportation system. User-centric service design method helps to understand the travel behaviours of diverse foreign passengers. For foreigners, public transport services need to be differentiated, because their perception of reliability may differ from that of locals, who are the primary users of regional public transport. Service design methods help to consider different stakeholders in public transport service. Hence, user-centric service design approaches are applied to visualize and evaluate the public transport experience of foreign passengers in the Greater Helsinki region in this study. The results indicate five categories of public transport features that affect the sense of the reliability of foreigners, which are communication, system operation, environment, emotion and people. The outcome shows that public transport authority can help foreign passengers quickly adapt to unfamiliar public transport services in Greater Helsinki through early communication. The use of public transport systems and the information obtained in the environment can be simplified through the design of HSL application, such as multi-sensory interactions and information integration. Furthermore, positive emotions can be created through competent crews and a combination of public transport and other travel services. Therefore, this research suggests a design strategy targeting excellent reliable public transport experience which is achieved through the implementation of a combination of various levers.
Thesis advisorAhola, Markus
user experience, public transport, service design, user-centric design, reliability, user experience evaluation