THAILAND RAILWAY SERVICE DESIGN

1. THAILAND RAILWAY SERVICE DESIGN PROJECT" TOPLINE REPORT

2. TABLE OF CONTENTS PROJECT OVERVIEW - Project Background - Project Objectives - Project Framework CONTEXTUAL UNDERSTANDING - Thailand Desk Research - Benchmark - Trends - Key Takeaways FIELD RESEARCH - User - Environment - Stakeholders - Expert COMPETITIVE ANALYSIS - KANO Analysis - Design Principles ! STRATEGIC POSITIONING - Strategic Direction - Strategic Positioning DESIGN DEVELOPMENT! - Design Challenge - Design Concepts ! STRATEGIC PLANNING - Strategic Opportunities APPENDIX!

3. Project Initiative 1. This project has been initiated by KIDP as ‘international design sharing business’ in order to share and exchange design capability and foster competences. 2. This topline report provides strategic direction and viable implementation plan for Thailand railway service, adopting service design approach and methodologies. PROJECT OVERVIEW Project Background TCDC Bangkok On-location team KTF Task Force In Seoul ADV Advisory Group In Seoul KIDP Korean Institute of Design Promotion • Service Design • Korea Railway • Transportation Service • Architecture • Information Technology This project has been mutually conducted in conjunction with TCDC from project planning, research to strategic planning

4. PROJECT OVERVIEW Project Objectives Project Objectives The objective of this project is to; provide overall direction in redefining to rep osition Thai railway service for the following 20 years. " In order to achieve this goal, system(infra) for the public service and profit ge nerating model and service(model) experience have to be developed to make various service providers and users mutually exchange values and create ec o system around railway service." Train Station

5. Public Transportation

6. Public Service

7. Service provided by Thai railway and station Connection with other transportation/ cities/ countries

8. Railway service as public service INITIAL SCOPE Understanding problems of Hua Lamphong station and find ways to solve by adopting service design approach

9. SERVICE EXPERIENCE BUSINESS MODEL PUBLIC SERVICE SYSTEM

11. Understand Thai context plan research Define problems build hypothesis Contextual Understanding Field Research Competitive Analysis Undertake field research gather information Find opportunity areas Plan for strategic direction Strategic Positioning Strategic Planning PROJECT PROCESS Develop design concepts Design Development DATE 2013. Oct. 2nd week

12. Oct. 1st – 2nd week

13. Oct. 3rd – Nov. 1st week

14. Nov. 2nd week

15. Nov. 3rd – 4th week

16. Dec. 1st – 4th week

17. Dec. 4th - 2014. Jan. 2nd week

18. Jan. 3rd – 4th week

20. 01 CONTEXTUAL UNDERSTANDING

21. CONTEXTUALProcess UNDERSTANDING Before undertaking field research, understanding various aspects of Thai context had to be carried out precedently. Desk Benchmark

22. Trend research

23. research

24. ✓ Importance of transportation infrastructure ✓ Rapid social and economic changes ✓ Increase in using Internet mobile devices ✓ Division in social classes loyal families ✓ Multi-culture (western + tradition) Kings cross station, England Open space in front of the station, energy efficient building with commercial public space Dutch railway, Netherlands Innovation in transferring focusing on safe ty real-time info feed ✓ Crowdcracked ✓ Internet of caring things ✓ Faithfacturing ✓ Active senior ✓ Urban design ✓ TOD Contextual

26. consideration

27. ‘Smart’ society: high digital familiarity Big data leads smart space: seam-less info delivering Society of Active Seniors Strong culture roots: personal cultural spe nding increases New Urbanism: energy efficiency + electronic vehicles + green environment

28. City - Policy - Urban planning - Change … Transportation service - System - Design - Solution … Global trends - IT - Ageing society - Culture - Religion - Transportation …

29. Contextual consideration - ‘Smart’ society - Big data leads smart space - Society of Active Seniors - Strong culture roots - New Urbanism

30. Infrastructure - Industry - Transportation - Culture - Religion … Railway - Service - Architecture - Environment … Social issues - Ageing - seniors - Public services - Government … 1-1

31. 02 FIELD RESEARCH

32. Research Design FIELD RESEARCH 2-1 Various service providers and partners around Thailand railway service have been observed and interviewed

33. USERS ENVIRONMENT

34. STAKEHOLDERS

35. EXPERTS

36. Understand usage and behaviors of railway service and derive pain points by different user groups Observe user behaviors on its context and capture pain points via on-site interviews Find out how the local and seniors perceive railway service and what their hidden needs are Observers become service users experiencing and understanding existing service to find out difficulties

37. Observe railway station and surroundings to understand how people behave and interact in the given space Find out how railway service is operated and managed and what to improve, from different stakeholders including managers, ticketing staffs, cleaners and others

38. Validate hypothesis from the previous research and find opportunity area by related expe rts from various expertise; Thai culture, economy, IT and Korail (Korean railway service).

39. Town Watching Field Research For Thailand Railway Service User Interview Focus Group Interview Contextual Inquiry Stakeholders Interview Expert Interview ENVIRONMENT

40. Service Safari Expert Workshop USERS

41. STAKEHOLDERS

42. EXPERTS

43. User Interview Contextual Inquiry Focus Group Interview Service Safari Town watching

44. User “I wanted to experience something new” “I wish I could buy tickets online and pay by credit card” “I don’t know which ticket to get” “It’s public service which means it should be free of charge” “I often check at the info desk to check platform” “Getting ticket on-site is inconvenient” “I want kind and polite services!” “I have to be always cautious when I cross the road. Pedestrian road isn’t well built” “I come here often so I know where to get the the tickets but the first time visitors will be lost here” “There used to be shops around the station but now there is no characteristics any more” FIELD RCH Seamless railways experience Segmented service by usage objective

45. Accuracy of information and ! improvement on weak info signs ! Facilities for the mobility disabled users Basic safety, theft, robbery prevention/ ! management system! Improvement on ticketing ! buying channels ! Findings Needs FIELD RESEARCH 2-2

46. Environment FIELD RCH Findings Stores

47. Zone 2. Ticketing

48. Low efficiency in getting the job done, not delivering real-time info, too crowded

49. Sub Exit

50. Ticket booth

51. Ticket booth

52. Staff office

53. Platform 1

54. Rail info boa rd

55. Zone 4. Waiting

56. Not Waiting many areaactivities

57. to do, perceived as ‘dirty unhygienic’

58. Stores

59. Informatio n

60. Railway police

61. Temple

62. Temple

63. Platform 2

64. Platform 3

65. Waiting area

66. MRT

67. Taxi stand

68. Bus stop

69. Platform Entrance

70. 사설

71. Info-desk

72. Opera -tion office

73. Sub Exit

74. Main exi t

75. Zone 5. Transferring

76. Disordered unstructured space, no direction sign, unclear boarding point

77. Zone1. Platform No guide info, poor staff working space, no identity, bad indoor hygiene, crowded

78. Zone 3. Info

79. Not enough info guide, inaccurate obscure info ✔ Compose/ adjust !board space by user ! staff traffic and ! demand! ! ✔ Naturally inviting ! traffic flow system to establish public ! order ! ✔ Clear guide to the point ! point for boarding! ✔ Ramps, no slope barriers , wide flat passage for the m obility disabled ! ✔ Easy quick way to purchase ! the tickets! ✔ Integrated diverse purchase channels (on/offline)! ✔ Flexible responses for the inquiries ! ✔ Delivering accurate information quickly! ✔ Providing consistent and clear human ! (sensible) interactive service ! ✔ Easily noticeable info point (kiosk, staff, etc.)! ✔ Provide various sections to do ! diverse activities ! ✔ Unique and ! participatory ! cultural contents ! ✔ Clean hygienic space ! facilities (toilet)! FIELD RESEARCH 2-3

80. Stakeholder FIELD RCH “I wish there is an automatic ticketing kiosk” “There are so many questions about delay” “It’s so difficult to manage facilities because there are too many users compared to the facilities” “I think verbal communication doesn’t deliver information that well” “Train sound is noisy within the station” “I have to do so many works by myself”

81. Integral management of different info ! channels operated by central info tower! Efficient arrangement of duties staffs! Managing basic environment considering ! user demand needs ! Extend welfare

82. benefits ! to stimulate staffs’ performance ! Findings Needs FIELD RESEARCH 2-4

83. Expert Findings “On-time service is the most meaningful aspect that public transportation have – it can lead solving city’s congestion, different perception on time, environmen tal pollution, traffic accidents, regionalism” Railway expert / Professor Seo at Korea National University of Transportation Architecture/ Urban planning expert/ Professor Oh at Korea University Culture expert / Mr. Yoon at Korail Thai economy expert/ Mr. Lee at Korea Institute for International Economic Policy FIELD RCH “Viewing from the urban perspective, station should be located where local life is (commercial living) then transportation should connect them” “Thais’ ‘malling’ culture should be reflected as well as various user segments. Station should be cultural space not just the transportation base” “Station should play a role as public space where all culture creators get together and create their own culture. It should reflect the demand to generate more demands” Needs Railway service as the base point ! for the public transportation ! Create integrated value for the railway service! (public + commercial service)! Perception shift on the public transportation ! by providing on-time service! Clear segmenting targeting on different user ! groups to provide differentiated service! FIELD RESEARCH 2-4

84. 03 COMPETITIVE ANALYSIS

85. Kind info service

86. Improve waiting/ moving difficulties

87. User centred services

88. Compose proper classes applying Thai context Extend transportation service benefits for seniors

89. Religion/ cultural uniqueness applied services

90. Facility service considering convenience

91. Hygiene improvement

92. System for basic safety theft prevention

93. Improve perception on railway is for the poor

94. Service subdivision by income level

95. Improve information Raise service of tickets

96. level then standardize KANO Analysis COMPETITIVE ANALYSIS 3-1 Clustering Analysis Infrastructure to improve chaotic city Social repositioning

97. Recompose SRT or privatization

98. Applying user characteristics diversity Improving partnership among stakeholders

99. Strengthen efficiency of freight service

100. Waiting service

101. Emotional service

102. Road centered à rail centered infra value shift Preceding policy for repositioning

103. Provide facility/ service considering using objectives Inducing change in citizenship social paradigm

104. Improving working environment of service providers

105. Central information IT system

106. Station centered transportation city connection

107. On-time service

108. Aim for modern life Job for active seniors

109. Monopoly SRT – inefficient operation management

110. Indistinctive station development with past trace

111. ON-TIME Service Improving environment system

112. Railway related transportation connectivity

113. Prefer economical, convenient quick transportation

114. Ticket/ easy-to- purchase system

115. On-time service enabling system Accurate rail related info delivery

116. Problems on internal/external communication means

117. UNIVERSAL DESIGN

118. Develop railway strengths

119. Efficient employee managing system

120. Improve public awareness manage hygiene considering demand After collecting vast amount of facts, user needs have been considered as key parameters supported by stakeholders’ needs then, insights of experts and designers have been used as backed up rationale. Clustered affinities have been placed on KANO model and meaningful patterns with similar needs have been clustered as affinity groups. 2. STAKE-HOLDERS needs 3. EXPERT insight 4. DESIGNER insight

121. 1. USER needs

122. COMPETITIVEKANO Analysis ANALYSIS 3-1 Road centeredà rail centered lifestyle shift Inducing change in citizenship social paradigm via on-time service Recover reliability by on-time service

123. Prefer economical, convenient quick transportation Improve perception on railway is for the poor

124. Facilities considering convenience Improve waiting/ moving difficulties

125. Improving waiting environment

126. Improve environment system

128. Communication between customers staffs

129. Improving partnership among stakeholders Central information managing IT system

130. Sensible face-to-face service Kind service Improve working environment of service providers Aim for modern life (IT info society)

132. Improve information of tickets

133. Ticket/ easy-to-purchase system

134. Accurate rail related info delivery Extend transportation service benefits for seniors Religion/ cultural uniqueness applied services

135. Applying user characteristics diversity Universal design Compose proper classes applying Thai context Service subdivision by Job for active seniors income level Provide facility/ service considering using objectives Indistinctive station Development with past trace Infrastructure to improve chaos of city Preceding policy for repositioning

136. Social repositioning Integrated facilities/ services Balanced development of areas cities

138. ENVIRONMENT CATEGORY Fundamental service/ environment improvement COMMUNICATION CATEGORY User centered info communication CUSTOMIZATION CATEGORY Applying social cultural characteristics CONNECTION CATEGORY Connecting with environment and society

139. Design Principles COMPETITIVE ANALYSIS 3-2 Sustainable environment ENVIRONMENT CATEGORY

140. Service Centric relationship COMMUNICATION CATEGORY Contextual segmentation CUSTOMIZATION CATEGORY Connectivity with Daily life CONNECTION CATEGORY Thai railway service should…

141. 역사

142. 내

143. 기초환경

144. 가이드(필요)를

145. 통해

146. 공간의

147. 쾌적성을

148. 높여야한다

150. 철도

151. 공간에서

152. 사용자

153. 스스로(주도적)

155. 차별화되어

156. 지속적으로

157. 이어질

158. 수

159. 있는

160. 경험이

161. 가능해야

162. 한다

165. Increase spatial comfort by the fundamental environment guide (needs) Enabling sustainable experiences and self-differentiation within the space Develop training system and manuals (customer service, internal communication) to establish service mind of service providers 서비스

166. 제공자의

167. 서비스

168. 마인드

169. 정립을

170. 위한

171. 매뉴얼(대고객,

172. 내부소통

173. 매뉴얼)과

174. 교육

175. 시스템을

176. 구축해야한다.

177. Operate

178. and manage efficiently by securing channels including face-to-face for stakehol ders’

179. communication 이해관계자의

180. 소통을

181. 위한

182. 대면이

183. 포함된

184. 채널확보를

185. 통해

186. 효율적인

187. 운영관리가

188. 이뤄져야

189. 한다

190. Secure

191. accuracy and accessibility of various information that users (travelers, business people)

192. ask for (prediction by users, manageable information environment) 다양한

193. 사용자가

194. 각각

195. (영행자,

196. 비지니스맨)필요로

197. 하는

198. 정보의

199. 접근성과

200. 정보의

201. 정확성을

202. 확보

203. 해야한다.

205. (사용자

206. 스스로

207. 예측,

208. 관리

209. 가능한

210. 정보

211. 환경을

212. 제공해야한다.)

213. Precede progressive social repositioning strategy to build social public infrastructure 상업

214. +

215. 공공

216. 인프라

217. 구축을

218. 통한

219. 단계적

220. 철도서비스의

221. 사회적

222. 리포지셔닝

223. 전략이

224. 선행

225. 돼야

226. 한다

229. Expand customer groups by segmented services reflecting users’ characteristics (lower class/ seniors’ fare) 이용객의

230. 특성을

231. 반영한

232. 세분화

233. 서비스로

234. 고객층

235. 확대해야

236. 한다

237. (빈부/노약자

238. 요금이슈)

240. Reflect

241. Thai’s inherent service senses and cultural characteristics on railway experience 태국

242. 고유의

243. 서비스

244. 감성

245. 그리고

246. 태국

247. 문화요소들이

248. 사용자

249. 철도

250. 경험에서

251. 경험되어야

252. 한다

253. Play a role of effective hub, connecting various public and Thai unique transportation Contribute to distributed generation and connectivity of cities and local communities 철도는

254. 태국

255. 특유의

256. 다양한

257. 교통

258. 수단과

259. 연동되어

260. 효과적

261. 허브역할을

262. 해야한다

265. 철도는

266. 도시/지역사회

267. 간

268. 문화와

269. 상업의

270. 연결

271. 및

272. 분산발전에

273. 기여

274. 해야

275. 한다

277. 04 STRATEGIC POSITIONING

278. Kind info service

279. Opportunities for profit generating

282. Usability BUSINESS HUB

283. “More is better Characteristics” Factors related to railway usage and environment, system internal/ external com munication. IT environment, on-time service, universal design and accuracy and clear information Improve waiting/ moving difficulties

284. User centred services

285. Social cultural base point

288. CULTURE HUB

289. Compose proper classes applying Thai context Extend transportation service benefits for seniors

290. Religion/ cultural uniqueness applied services

291. Facility service considering convenience

292. Hygiene improvement

294. Improve perception on railway is for the poor

295. Service subdivision by income level

296. Improve information Raise service of tickets

297. level then standardize Infrastructure to improve chaotic city Social repositioning

298. Recompose SRT or privatization

299. Applying user characteristics diversity Improving partnership among stakeholders

300. Strengthen efficiency of freight service

301. Waiting service

302. Emotional service

303. Road centered à rail centered infra value shift Preceding policy for repositioning

304. Provide facility/ service considering using objectives Inducing change in citizenship social paradigm

305. Improving working environment of service providers

306. Central information IT system

307. Station centered transportation city connection

308. On-time service

309. Aim for modern life Job for active seniors

310. Monopoly SRT – inefficient operation management

311. Indistinctive station development with past trace

312. ON-TIME Service Improving environment system

314. Prefer economical, convenient quick transportation

315. Ticket/ easy-to- purchase system

316. On-time service enabling system Accurate rail related info delivery

317. Problems on internal/external communication means

318. UNIVERSAL DESIGN

319. Develop railway strengths

321. Improve public awareness manage hygiene considering demand Strategic Direction 4-1 3 Quadrant Analysis Functional role as public transportation means TRANSPORTATION HUB

322. Explicit Needs Observable Needs High concept “Delighters” Contextual sociocultural needs; repositioning direction, fostering strengths of railway and infrastructure for connectivity, local coexistence, culture reflecting service, user centered servic e and sensible service touch. Latent Needs

323. Must have “Fundamental Characteristics” Fundamental factors in railway and basic functional factors such as hygiene, saf ety, service standardization and segmentation STRATEGIC POSITIONING 1

324. 2

325. 3

327. Strategic Direction EXISTING SERVICESNEW SERVICES Market Development! MANAGE (incremental) Provide conventional railway services in more improved quality evolved forms; manage improve service, match service with user segment EXISTING USERS CREATE (revolutionary) Search for new development opportunities; create and define new value of railway service Diversification! NEW USERS STRATEGIC POSITIONING Strategy for HUB Establishing strategies for each hub positioning, considering opportunities; Social cultural base point

330. CULTURE HUB

331. Opportunities for profit generating

334. BUSINESS HUB

335. Functional role as public transportation means TRANSPORTATION HUB

336. Market Penetration! Service Development! EXTEND (evolutionary) Expand services by segmenting existing customers; develop new industries/ business domains, establish ‘brand’ ADAPT (evolutionary) Trade-up existing services, develop additional or different service types to attract new users and fulfil new customer needs 4-1

337. EXISTING SERVICESNEW SERVICES EXTEND (evolutionary) Market Penetration CREATE (revolutionary) CULTURE HUB

338. REPOSITION Reposition societies and community based on railway service Higher risk Service Development MEDIUM RISK LOWEST RISK MANAGE (incremental) REDEFINE Develop sustainable business models by redefining railway service TRANSPORTATION HUB

339. RECOVER Recover/ improve railways’ functional and Market Development HIGHEST RISK MEDIUM RISK ADAPT (evolutionary) Diversification basic elements

340. EXISTING USERS NEW USERS Higher risk BUSINESS HUB

341. Strategic Positioning STRATEGIC POSITIONING Risk increases when new services and user segments need to be invested. Thus, ‘Transportation Hub’ where risk remains at the lowest level but with highest level of urgency in recovering its service quality, should be implemented initially. Strategic direction should gradually expand to long-term plan where railway service is defined with new public values. ‘Transportation Hub’, the strategic direction with the lowest risk level, should be implemented as the first strategic plan by ‘recovering ’ core elements of railway service ‘Culture Hub’, placed upper / later on the positioning matrix, should be implemented strategically when Thai railway service is functionally structured and fit with strong profit models 4-2

342. 05 DESIGN DEVELOPMENT

343. SOCIETY Social coexistence

344. PEOPLE Enhancing personal convenience

345. ENVIRONMENT Profit generation of stakeholders

346. CULTURE

347. REPOSITION COMMUNITY Restructure urban areas around railway to create public value

348. TRANSPORTATION

349. BUSINESS

350. REDEFINE VALUE Build system for sustainable business models and upgrade meaning of railway service

351. RECOVER RELIABILITY Fulfilling railway’ functional and visible service elements

352. Design Challenge DESIGN DEVELOPMENT 5-1

353. People Space Communication sign / service Tool / infra / facility Service value as public area Perception on service à Infra building Environ -ment Cognition of service à Information/ communication Society Attitude/ action of service à Spatial service value Design Challenge DESIGN DEVELOPMENT TRANSPORTATION

354. CULTURE

355. BUSINESS

356. Enabling effective ! management handling of information by ! minimizing errors during ! internal/ external ! communication Effortlessly inviting visitors ! to achieve their goal in the space; arriving platform, ! finding spot, transferring, ! experiencing, etc. Building effective and practical ! eco system of internal! communication and applying ! users’ feedback 5-1

357. DESIGN DEVELOPMENT contents communication 05

358. How might we actively communicate and utilize information in complicated on/off information environment? Intuitive information increase usability Provide communication channels 1. Challenge

359. 2. Action 3. Related Needs

360. 5. Expectation short / long term

361. Flexible communication enabling, connecting on/offline 1 2 3 “Need to improve uncertainty of ticket/ platform/ time info” “Absence of way finding related information” Short term Securing flexible information environment and channels applying IT system Enabling effective information management (functional) and increasing satisfaction in experience (emotional), eliminating internal/ external communication 6. Benefits

362. Establish effective management system internally and, environment for flexible information providing service externally “Need central information managing IT system”

363. 4. Objective Information environment

364. Develop communication tool to utilize and channels to exchange information between users and service providers Communication application

365. “Need improvement of internal/ external communication means”

366. Economical value Experiential value Social value - Minimizing errors of existing system to reduce opportunity cost - Effective data management by utilizing big data -Contribute to related industries like tourism by user-customized services

367. -Differentiated emotional + informative service(Kok) experience

368. -Establish smart information environment and standardize system for other industries to refer to

369. Establish seamless information environment Mid/ long term Increase quality of railway service by offering customized service, utilizing big data of user feedback, integrating on/offline communication system

370. DESIGN DEVELOPMENT Design Concept Challenge 1. Info-communication SERVICE Considering context by different user Provide information service 5-2

377. Before usage

383. Moment of using

385. While using Thailand’s culture info

386. Get info before using railway

387. Way finding guide face-to-face c oncierge service within station

388. Real-time customized service while waiting; half day trip / quick easy s hopping Recommendation

389. 1.Collect learn information 2. Select information Booking

390. 3.Check info while moving 5. Check info while waiting

391. 7. Important info on board

392. NEEDS 1.

393. Railway usage info; time, moving NEEDS 2.

394. line, transfer, ticket, boarding, etc. Railway related info; travel, shopping, culture, business, etc. After using bangK♡K.com K♡K train app

395. K♡K Cap Guiding staff

396. K♡K train APP Digital signage

397. K♡K welcome P.K.G

398. 4. Check info at ticketing

399. 6. Check info before boarding

400. Action 2 Considering usage context perception sequence by user Utilize strength of Thai’s unique face -to-face service K♥K Service

401. Information+∂ = Branding of information service

402. Express smart Line for business man

403. Booking Book mobile e-ticket at home + apply BIZ concierge service

404. Information on waiting Check spare time on app at waiting zone, - Mobile tag at kiosk - Real-time info during waiting

405. Transferring Arrive at station by taxi Blue Cap for luggage load (concierge service staff)

406. Moving to waiting zone Use signage and app to go to commercial area

407. Searching platform App shows the way to nearby entrance to platform. Directly moving to platform from shopping center. Arriving platform Concierge service sends luggage to the conference hall directly and register on the way

408. 1 2 3 4 5 6 1 2 3 4 5 6

409. Flexible joyful Line for Traveler

410. Transferring Digital signage at entrance provides space info Look for ticketing booth

411. Ticketing + Welcome Package Pick up Welcome package and tickets at foreigner booth Planning Connect to BangKOK.com for travel plan Acquire info on railway culture + apply Welcome package Moving Follow RED sign from entrance to ticketing booth Red Cap staff kindly helps wandering visitors (Specialized staff for foreigners) Waiting + Info searching Spacious waiting zone where group travellers, families can comfortably rest; Receive info about half-day trip at kiosk Visit nearby temple

412. Searching platform Come back to platform intuitively check display, ticket, platform signage Board a train Activities on train ‘Activities on train’ + Pattaya info + mango chocolate within Welcome package Head to destination 1 2 3 4 5 6 7 1 2 3 4 5 6 7

413. Needs

414. 1. TIME/NUMBER

415. TICKET : boarding info considering perception order visual moving line MOBILE : App showing left time until boarding 2. SPACE

416. MOBILE : app showing customized moving line 3. SERVICE

417. DISITAL SIGN : info on local culture, station space, cultural activities PC : portal site providing various integrated info Action Communication channels increasing intuitiveness utility of information I.A for Optimized Information 1. Timely effectiveness boarding related number info 2. Structure location info for space utility 3. Real-time customized info for service activation 3 Info formation

418. Problem of formation UI Category Direction Boarding info User type Ticket price

419. Station guide info Sign by section Scattered info without hierarchy (time, weather, seat) Platform info Boarding time Simultaneously providing all train info No hierarchically listing info Not consider matching with space

420. Inconsistent format of sign boards Thai trip/ biz/ culture info Boarding time

421. Absence of ticketing system without constant update Intuitive check of bo arding related info

422. Moving transfer info Waiting info for the local/ foreigners Real-time local info Personalized info by user group Providing analogue inf o considering digital-unfamiliar users SIGN BOARD : list information by timely urgency Same visual info as the ticket DISITAL SIGN : clearly convey fixed moving info within station TICKET : major location info (analogue ver.) MOBILE TICKET : Personalized service info (e.g. concierge service weather of destination) Convenient ticketing pur chasing/ collect plan inf o

423. Action

425. Communication channels increasing intuitiveness utility of information

426. Visual information Time Number info. Train timetable info Boarding info Number info considering visual moving line Space info. Main location info such as seniors on train, monks, toilets, etc. -2

427. at a glance Ticket Easily distinguish platform info Sign board 1

428. -1

429. 2

430. 2

431. 3

432. 4

433. 5

434. 1

435. -1

436. 2

437. -2

438. 2

439. Service info. Info on weather of destination Time Number info. Information hierarchy same as ticket Arrange info by timely urgency Platform

440. 6

441. 3

442. Space info. Fixed info within station (guide map by space floor, Location) Moving info (moving line, transfer, platform) Service info. Interactive information. Internal/ external culture, travel, business related information Time Number info. Mobile ticket app for showing left time Space info. App to show customized moving line Service info. Personal service info – e.g. Concierge service Considering usage context perception sequence by user Interactive real-time local info customized service mode Mobile Application Digital signage 3 Action

444. Communication channels increasing intuitiveness utility of information

446. customized essential 2 Action Considering usage context perception sequence by user Providing info, meeting expectation of differentiated experience by user I.A for UNIVERSAL Basic guiding info affecting usage Space info for effective usage Of facilities in station

447. Face-to-face service for active guide Info easy to check by oneself Quick transfer Easily perceivable (seniors/ illiterate) number space info Moving line for the mobility disabled Frequent checking of info for relief Concierge service Cultural info Waiting space for the mobility disabled

448. Discount benefit for the local

449. Waiting space for group travellers

450. Waiting space for family travellers Working space

451. Moving line info considering new visitors

452. Concierge Other service public services

453. Analogue service considering users with digital device usage difficulties

454. Service info for in/out of station Intuitive platform

455. No confusing platform for 1st time visitors

457. 05 DESIGN DEVELOPMENT Spatial related inspiration

458. Building identity representing local characteristics where the local and foreigners coexist and interact in their own way COEXISTING SHARED SPACE Role of station expanding for connecting surroundings and infrastructure CONNECTING WITH SURROUNDINGS URROUNDINGS Flexible way of operating space by seasonally diverging demands FLEXIBLE SPACING ZONING 1. Challenge

459. 2. Action(HOW) 3. Related Needs

460. 4. Objective (For WHAT) 6. Benefits

461. How might we establish identity of Thailand railway by offering interactive and experiential space? 5. Expectation short / long term

462. DESIGN DEVELOPMENT Design Concept Challenge 2. Beyond Railway station “Wish there were flexible use of space by number of visitors because it differs season to season” “Want to be well connected with other transportation and surrounding environment like nearby malls”

463. “Wish there were more facilities like comfortable waiting zone with luggage and spacious toilets”

464. Establish station’s identity by applying cultural characteristics Flexible use of station by seasonal demand

465. Transit oriented development around station to stimulate surrounding commercial area Short term Station delivering cultural identities of Thailand and visitors’ differentiated experience Mid/ long term Railway becomes the base to connect surrounding environment and the community

466. Experiential Economicalvalue value Social value Increase the amount of visitors transfer via railway station and stimulate more purchase at surrounding and own commercial facilities Provide differentiated touch point for travellers and foreigners to experience Thailand and its culture in their own way Provide cultural space for the local create their own stories and experiences 5-3

467. How can we activate environment around the station and well connect with other transportation and surrounding environment? How can we develop identity of the station and create space to deliver information for different customer groups and their needs? How can we compose staff space effectively? How can we utilize and arrange space within station by user and cultural characteristics? How can we build facilities for convenience of users’ boarding? FLEXIBLE SPACING ZONING CONNECTING WITH SURROUNDINGS COEXISTING SHARED SPACE 1.

468. Sustainable

469. environment

470. 2.

471. Service

472. Centric

473. relationship

474. 3.

475. Contextual

476. segmentation

477. 4.

478. Connectivity

479. with

481. Daily

482. life

483. Design Concept DESIGN DEVELOPMENT 5-3

484. Design Concept DESIGN DEVELOPMENT COEXISTING SHARED SPACE 5-3 Building identity representing local characteristics where the local and foreigners coexist and interact in their own way Raw Storyteller Space containing ‘raw’ identity ‘Raw’ means honesty and truth. Considering Thailand’s current transitional period, space should capture Thailand’s essence and tradition, establishing its innate identity. Various user segments become storytellers Various visitors to the railway service become storytellers to create their own stories and covey them to others. Space naturally and spontaneously invite users to interact within the space in their own way. By seamless flow of moving line along with visible and clear informational touch points, users experience the space on their own way by their objectives and purposes.

485. FLEXIBLE SPACING ZONING Design Concept DESIGN DEVELOPMENT 5-3 Flexible way of operating space by seasonally diverging demands Organic Functionalism Applying flexibility by embracing diversity Users should be able to notice without much efforts how to adopt oneself to the space and activities occurred within. Depending on the amount and density of population within the space, users will automatically change their way of behaviors and interaction. By zo ning the space flexibly and systemically, reflecting demand, it should eliminate dead space or dense spots in the space. Utilizing easily manageable modularization Space should be planned simply and flexibly arranged to be able t o be organic to the changes. For this reason, standardized measur e and shapes should be adapted. One part should be easily conne cted and combined with another.

486. CONNECTING WITH SURROUNDING Design Concept DESIGN DEVELOPMENT 5-3 Role of station expanding for ! connecting surroundings and infrastructure Smart Port Physical and systemic connectivity Railway is a symbol of connectivity; it should be the medium for diverse connectivity of not only physical surroundings (other transportation, facilities, commercial area and cities) but also systemic environment (other related industries and infrastructure). MI CE is the growing industry where railway could play a significant role in connecting people, facilities and tourism industry. Shelter basecamp for the public In the near future, railway system is likely to be automatized by IT. Then, its space will no longer needed to be facilitated as the existing station. Station should play a role of ‘hub’ for the public welfare so people could benefit from diverse ‘connectivity’.

487. 05 DESIGN DEVELOPMENT Building own Service infra

488. Establishing system to foster internal/ external communication improvement Finding needs of user service providers – establishing services that both are satisfied Provide various and sustainable cultural services that fit to Thai context Create models that could generate new and differentiated revenues “Want the station where many people come and people want to come” “ Need new business model for the station” “Old platform is dangerous for the mobility disabled” “Need kind and accurate explanation” “Want clean station environment” “If I miss the message via radio, I can’t hear it again ” “When the train is full, I have to take care of 40 customers” “Too many people come at festive season” “There are a lot of foreign travellers during October – January” “BK station is for cultural heritage” Improve services and establish sustainable service infrastructure through workshops (training) with diverse stakeholders on railway service 1. Challenge

489. 2. Action(HOW) 3. Related Needs

490. 4. Objective (For WHAT) 5. Expectation short / long term

491. 6. Benefits

492. How might we make developed service for communicating smoothly with various stakeholders? DESIGN DEVELOPMENT Design Concept Challenge 3. Educational Workshop Short term • Service direction by checking/ sharing service needs • Implementation of short-term cultural programs • Service offerings on hygienic, safety and mobility improvement • Communication channels with customers Mid/ long term • Construct brand of station by building cultural environment by applying customer feedback • Establish service infrastructure and system for communication of stakeholders • Increase service quality by improving staff working environment • Pleasance of station environment • Increased service kind-ness/ professionalism • Smooth mutual communication • Increased working efficiency, effective arrangement/ operation of staffs • Consistency and economical return for improved infrastructure • Effect of station’s cultural brand • Increased usage awareness • Best practice for consistent service infrastructure Experiential Economicalvalue value Social value 5-4

493. Workshop overview Design Concept DESIGN DEVELOPMENT 5-4

494. Design Concept Shape good service for Everyone Customer oriented Co-work environment Collaborative Business Partnership Sustainable Cultural Community Workshop Program • Network collaboration plan • Build-up for service innovation within station • Design thinking for the public service • Public service innovation by the local citizens • Develop service for the mobility disabled • Service program collaborating with retirees • Service training program for various customer groups • Applying service design for internal communication among departments • Establish infrastructure fostering communication with customers • Way to increase quality by strengthening professionalism • User centered environment through CS department Station visitors Local community/ citizens SRT on-site staff/ operation, planning department initial program advanced program New service opportunities strategic scenario • Customized service guide for the mobility disabled • Staff training manual Station visitors Other organizations SRT on-site staff/ operation, planning department • Build business models by service outline • Develop service applying OTOP • Business model by user segments • OTOP service ideas • Generating business model by finding implementing new value of existing market • Idea generation for fund raising promotion plan Support retail dealers discover creative biz Staff in charge of funding at local commercial association Volunteer(fund raising) Sponsoring corporations (Social enterprise) Local market retailers Biz participants (group) SRT on-site staff/ operation, planning department Establish safe sustainable (surrounding) environment • Brochure/ advertising promoting station • Training program guide implementation outline collab orating with schools • Design plan to make collaborative relationship with local community • Cultural program by seasonal space usage • Build identity of railway collaborating local artist/ cultural organizations • Establish sustainable cultural environment by participation and contribution of local community and citizens Various artists External cultural organizations Local community/ citizens SRT on-site staff/ operation, planning department Participators output output output output DESIGN DEVELOPMENT • Finding needs of service pr oviders users • Draw outline of service 5-4

495. Draw outline for business model generation new service scenario development! 1M 2M 3M Understanding Education Application Finalization Understand service design design thinking methods and application • Brainstorm to understand users, culture, station environment • Share thoughts on definition targeting public service Find needs of users and service providers draw outline of service, communication business model Participants Feedback from users internal departments Process Share ideas, service safaris concept development, in a group composing with various stakeholders (4 people per group) run by a facilitator “Fostering communication” Timeline 3 months Once-twice a week X 2-4 hours Station visitors Various experts SRT on-site staff/ operation, planning department Workshop contents Understand user needs/ station environment via service safari method Develop scenario of new service opportunities strategic direction Understand needs and environment of internal communication • Arrange key factors by mapping found opportunities • Build service challenge/ future service map Communication guide Find out commercial business model by station/ envrionment Develop ideas enabling active internal communication/ user centered service offering Develop strategies for station’s business model Study benchmarks of successful foreign station/ service • Apply service opportunities on CS department • Apply fundamental system for internal communication Co-creation inspection through expert workshops with on-site application analysis 3-month program “Sharing service needs” “Fostering communication” “Generating profit” “Needs based new service” “Fundamental direction for profit generation” Design Concept DESIGN DEVELOPMENT 5-4

496. 06 STRATEGIC PLAN

497. Strategic Opportunities STRATEGIC PLAN BUSINESS ! HUB LAYER! RAILWAY SERVICE Communal facilities Rail+tour programs Combining characteristics of culture/ climate/ history Special event venue Tourism package linked with other cities/ countries 태국

498. 문화

499. 접점

500. Connection with other transportation Connection with other industries Own commercial facilities/ services Link with other (commercial) facilities CULTURE ! HUB LAYER! 6-1 Once Thailand railway recovers reliability by core functional values, meaning building fundamental base; profit generation model could be established upon convergence with commercial facilities, other transportation and industries. Once strong business model has been stabilized, cultural services for the public good will be offered upon them. Landmark-tize Point for cultural education Aim for distributed generation via tourism Touch point for Thai culture Public Service

501. ? Stars Question marks TOTAL CONVENITION EXPERIENCE HYBRID DELIVERY SERVICE Cash Cows Dogs Market Growth Relative Market Share Commercial space in station (store, food market) Express Residencebusiness centers Medical tourism Country/ city tour package Hotel Traditional market Mall Local market/ road Movie, drama, etc. Religious/ historical place Hospital, school FB service on board convenient facilities 7-ELEVEN ON RAILS THAI FOOD FOR ALL RETIREMENT CRUISE RAILWAY TRADITION TO MODERN MARKET PUBLIC TRANSPORTATION CALLS FOR PUBLIC MOVEMENT CO-CREATING TEMPLE PUBLIC INSTITUTIONS FOR CREATIVITY Strategic Opportunities STRATEGIC PLAN Analyze possibility and marketability of various opportunities considering market growth and market share Cultural Library, park center - IT MICE Collaborative OTOP Freight Wedding Creative education Business travel Railway freight Venue for international events (Olympics) Public awareness promotion 6-1

502. FB service on board convenient facilities Commercial space in station (store, food market) Outsourcing management (toilet, cleaning) Freight 6 Public services of Seven Stars in Kyushu JR Kyushu’s luxury railway cruise with slumber coach representing 7 tourism characteristics RETIREMENT CRUISE RAILWAY Leisure cruise railway service combining medical tourism, tour package and long -term residency Express business center RAILWAY SERVICE Landmark -tize Communal facilities Base point for cultural convergence Mall Hotel Touch point for Thai culture Aim for distributed generation via tourism Connection with other transportation Connection with other industries Own commercial facilities/ services Link with other (commercial) facilities OTOP (One Tambon One Product) Cultural package with cities/ countries

503. Local market/ road Wedding MICE Special event venue Starting point of major events Rail+tour programs combining characteristics of culture/ climate/ history e.g. JJ market, umbrella market Career center Residence (apartments) Medical tourism Country/ city tour package Traditional market Venue for international events (Olympics) Movie, drama, etc. Hospital, school Library, park, museum Cultural center - IT Movie about railway JR Kyushu celebrated Shinkansen launching with a movie PUBLIC MOVEMENT Cultural approach by movie, drama, celebs to inspire public awareness 1 1 2 Starbucks on rails SBB launching Starbucks coach 7-ELEVEN ON RAILS Launching 7-Eleven which Thais love as commercial center 2 3 Historic ‘Le Train Bleu’ Historical luxurious restaurant on top of concourse of Lyon station THAI FOOD FOR ALL Business center combined restaurant food market joint with popular Thai restaurant brand 3 4 Back on track UK railway generated huge profit after separate freight railroad allocated HYBRID DELIVERY SERVICE Long-term contract with corporate logistics, personal parcel service for online/ home shopping 4 Religious/ historical place 5 Historic gate of Kanazawa Japan’s oldest city Kanazawa has built past future coexisting station wooden gate CO-CREATING TEMPLE Build co-creating Buddhism temple/ statue 5 6 Kings cross Kings cross renovating as living -friendly area PUBLIC INSTITUTIONS Education institutions of ICT cultural contents by applying quota by region 7 7 JR City Hakata JR Hakata city as complex transit transfer center with commercial area TRADITION TO MODERN MARKET Selling regional specialities at commercial space where many people pass by 8 8 Strong convention asset No. 1 convention country Germany ; modern facility upon tradition culture TOTAL CONVENTION EXPERIENCE Integrated MICE service combining transportation, convention facility 9 9 STRATEGICStrategic Opportunities PLAN Cultural reunion 6-1

504. StrategicRECOMMENDATION #1 TOTAL MICE EXPERIENCE Opportunities Comfortably connecting convention experience and customized business tourism experience Incentive tourism - Corporate travelling - Incentive travelling - Retirement travelling Convention corporate meeting ICT Culture related conventions Departure~ airport~railway~ destination - Connected railway to convention venue to hotel - Direct sending luggage to destination - Customised tour during left time - Expansion of MICE Lane Service Trans -portation service Translators FB service Event/ convention planners Travel agencies Tour package connecting regions/ countries Medical tourism Retirement cruise railway Honey -moon Convention center Long-term residency Accessibility Seamless service Generate specialized business leisure experience via service infra connection from convention to tourism – customized one-stop business travel experience - MICE organization (TCEB) - Convention centers - Travel agencies - Hotels - Public transportation - Airline - Int. convention association (ICCA) - Asia convention association (AACVB) -

505. Diverse MICE services via one-stop -

506. door-to-door concierge service -

507. Provide customized tour info/ service for traveller’s schedule - Abundant tourism resources infra - Gov’t support on MICE - Directly connected railway with convention centers hotels - Professional skills for business tour DIVERSIFIED Convention Corporate meetings Neighboring Asian countries culture/ ICT corporations Incentive trip Culture, experience orie nted programs for West ern countries resort focused Asian countries Retirement travel Medical tourist + long-term residential leisure -

508. Flexible business facilitator/ organizer - Creative assistance - Long-term/ loyal relationship Various promotional activities integral convention services with TCEB DYNAMIC PRICING Need pricing strategy for diversely segmented services to target various customer groups VALUE DRIVEN (value creation)

510. Significant to retain customers through high quality and differentiated service

511. STRATEGIC PLAN 6-1

512. 6-1HYBRID DELIVERY BUSINESS Convenience Hybrid service Establish service versatility image by quick seam -less delivery service of railway and position as freight hub in Southeast Asia - Global logistic companies

513. - Manufacturers in Southeast Asia

514. - AEC - Home shopping

515. - Online shopping malls - Other transportations (BTSC, BMA, BMCL, etc.) - Thailand post

516. - Local communities - Seniors

517. Delivering corporate logistics in contract with manufacturers Online/ home shopping delivery service personal parcel service - Trade power - Railway infra connected cross-continent - Strong manufacturing infra (labor) - Many internet users NICHE MARKET Corporate logistic companies manufacturers Personal parcel, shopping companies Mission sniper Communal logistics provider - Long-term contract with manufacturers delivery services - Warehouse within station Cross-country/ cross-continental personal parcel corporate logistics delivery service

518. FIXED PRICING (with seasonal variation) Provide list price depending on product type, volume, delivery period, distance and contract COST DRIVEN (fixed variable cost)

520. Minimize variable cost and optimize cost structure in order to fulfil a role as consistent business model

521. Strategic Opportunities Home online shopping, personal parcel (city, country) Outsourcing manufacturing corporation (IN/ OUT) B2C Personal parcel / delivery B2B Corporate logistics related with corporations Central warehouse of collecting distributing within station (Cash on Delivery) B2C + B2B Personal pick-up Own/ external delivery Deliver to home/ company STRATEGIC PLAN RECOMMENDATION #2

522. Develop local SMEs and strong traditional market (within commercial area) by selling collaboratively developed OTOP products Branding Communal profit s haring Increase experience of tourists with representing products and grow SEMs and promote even growth of all regions - The Small and Medium Enterprises Promotion Office - 76 local regions

523. - Designers 디자이너

525. - TCDC - Craftsmen/ masters

526. - Business experts/ angels

527. - Develop OTOP products through collaboration

528. - Set up OTOP theme market - Develop tour progra m connected with loc al specialties

529. - Set up as local SME

530. -

531. OTOP know-how national support infra

532. - OTOP specialized stores convention

533. - Various tour resources by region

534. MASS TO MASTIGE - Foreigners who like to experience purchase culture

535. - Foreign buyers

536. - Human resources who can further develop to SMEs and local identity Creative presenter Future business incubator Introduce local tour and grow SEMs for constant promotion development of services

537. RECOMMENDATION #3 COLLABORATIVE OTOP MARKET ASSET SALES

538. COMMUNITY PROFIT SHARING Distribute share profits from product revenues. In vest in developing new services and local business VALUE DRIVEN (value creation)

540. Constant investment management is needed to deliver the value of local specialities

541. Strategic Opportunities Local SMEs Biz experts Designers Local community Development of local specialty Profit STRATEGIC PLAN Local master OTOP store/ market within commercial/ cultural complex (Secure shortest distance to platform) 6-1

542. Culture Hub HYBRID DELIVERY BUSINESS TOTAL MICE EXPERIENCE Connecting convention experience and customized business tour experience Cross-country/ cross-continent al personal parcel corporate logistics delivery service COLLABORATIVE OTOP MARKET Develop local SMEs and strong traditional market by selling collaboratively developed OTOP products Strategic Opportunities Culture Hub Improve public awareness by railway Promote public awareness and citizenship through major national events , SNS, TV dramas, movies which Thais love and are passionate for PUBLIC FACILITIES FOR COMMUNITY Library, hospital, park, museum CARRER JOB SEARCHING CENTER Concentration of floating population PUBLIC INSTITUTIONS FOR CREATIVITY School, culture centers Transportation Hub Business Hub Transportation Hub Business Hub Transportation Hub Business Hub Culture Hub Library for public empowerment Contribute to enlightenment of the local and the next generations Hospital for public wellness Medical tourism will increase hospitals that could provide medical service for the local Park as public shelter Urban oasis where the local and foreigners experience and interact in the city differently Museum of Thai history Exhibit glorious history of Thailand and let people create their own story through it STRATEGIC PLAN Freight warehouse will create di verse job opportunities (operation, delivery, etc.). Also considering there will be high level of floating population, it could be used as job posting searching center for the local, particularly for seniors. Expanded and specialized OTOP market will generate various tour programs and local business opportunities for derivative services. Furthermore, it could bring education system focusing on developing cultural contents in combination with ICT. It could provide an opportunity to students in various regions, pla cing regional quota for selecting students. It will provide social and public service in educating the next generation of Thailand. 6-1

543. RECOVER

544. REDEFINE

545. REPOSITION

546. SOCIETY Social coexistence

547. ENVIRONMENT Profit generation of stakeholders

548. PEOPLE Enhancing personal convenience

549. Strategic Opportunities STRATEGIC PLAN Considering various perspectives of socio economical context of Thailand, railway service must consider social and public value of ‘diversity’ and interpret it into ‘differentiation’. Different types of users must be accepted as they are but should be served under standardized service system tolerating flexibility. Same stories will be told but will be interpreted and retold in their own way. Public service absorbing social diversity will evoke government and society to defy social wickedness and discrimination. Strong revenue streams and business models will generate other business opportunities expanding boundaries of railway service. Railway service will become standard for public service and social system. Its IT adopted system will call for automation of fundamental services while human resources will be led to research and perform Thai’s unique and differentiated services. 6-1

550. ขอขอบคุณคุณ THANK YOU

THAILAND RAILWAY SERVICE DESIGN

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