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                                  Andrew Wilson and Kajsa Davidsson - Transformator Design
Creating a base




                  SL




                       ?

                           Andrew Wilson and Kajsa Davidsson - Transformator Design
First Interviews




                   Andrew Wilson and Kajsa Davidsson - Transformator Design
Interviews with Stakeholders




                                                                        General interviews


                                                                                                                                     Other

                                                                                                                                                        Lugna gatan
                                    SL
                                    SL                                                                                        Planka.nu
                                                                                                                                             Police

  gate guard                                                  maintenance

               driver                               sequrity guard

                        ticket control   SL-hosts                                         SL
                                                                                      Customer                                      Non-users
                                                             adults
                                                          youths                                                                                        car-users
                                                                       elderly                                   non-paying
                                                                kids
                                                                                                      tourists                    MC-user    cyklists
                                                                        familys
                                                                                  wheelchair   commuter
                                                                                    users




                                                                                                             Andrew Wilson and Kajsa Davidsson - Transformator Design
Summarising the Interviews




                             Andrew Wilson and Kajsa Davidsson - Transformator Design
Searching for Behavior Groups / User Scenarios




                                                 Andrew Wilson and Kajsa Davidsson - Transformator Design
Interview Video




                  Andrew Wilson and Kajsa Davidsson - Transformator Design
User Groups and Insights




                 Everyday users   Alternating users                         Car lovers




                                                      Andrew Wilson and Kajsa Davidsson - Transformator Design
User Groups and Insights




             Lack of information
        Delays                  Expensive

                 Unflexible tickets

     Cold atmosphere
                          Unsafe evening/night




                       Everyday users            Alternating users                         Car lovers




                                                                     Andrew Wilson and Kajsa Davidsson - Transformator Design
User Groups and Insights




                                                                  Cross connections

             Lack of information                 Lack of information          Bad accessability

        Delays                  Expensive
                                                                Time-consuming
                                                                                       Delays
                 Unflexible tickets              Unflexible
                                                                Appears expensive            Loyalty?
     Cold atmosphere
                          Unsafe evening/night                                  Cold atmosphere
                                                  Unsafe evening/night




                       Everyday users                           Alternating users                                       Car lovers




                                                                                                  Andrew Wilson and Kajsa Davidsson - Transformator Design
User Groups and Insights




                                                                  Cross connections

             Lack of information                 Lack of information          Bad accessability

        Delays                  Expensive
                                                                Time-consuming                                                         Image
                                                                                       Delays                        Personal space
                 Unflexible tickets              Unflexible
                                                                Appears expensive            Loyalty?
     Cold atmosphere
                                                                                                                             Convenience
                          Unsafe evening/night                                  Cold atmosphere
                                                  Unsafe evening/night




                       Everyday users                           Alternating users                                       Car lovers




                                                                                                  Andrew Wilson and Kajsa Davidsson - Transformator Design
User Groups and Insights




                                                                  Cross connections

             Lack of information                 Lack of information          Bad accessability

        Delays                  Expensive
                                                                Time-consuming                                                         Image
                                                                                       Delays                        Personal space
                 Unflexible tickets              Unflexible
                                                                Appears expensive            Loyalty?
     Cold atmosphere
                                                                                                                             Convenience
                          Unsafe evening/night                                  Cold atmosphere
                                                  Unsafe evening/night




                       Everyday users                           Alternating users                                       Car lovers




                                                                                                  Andrew Wilson and Kajsa Davidsson - Transformator Design
Decision Making




      SL




                  Andrew Wilson and Kajsa Davidsson - Transformator Design
Decision Making




     Eco-efficient

     Social

     Spare time to use

     Cheaper alternative




      SL




                           Andrew Wilson and Kajsa Davidsson - Transformator Design
Decision Making




                                            Personal space

                                            Driving others
      SL
                                            Traveling long distance

                                            Several destinations

                                            Transporting things




                  Andrew Wilson and Kajsa Davidsson - Transformator Design
Decision Making




     Eco-efficient                                   Personal space

     Social                                          Driving others

     Spare time to use                               Traveling long distance
     Cheaper alternative
                                                     Several destinations

                                                     Transporting things



      SL




                           Andrew Wilson and Kajsa Davidsson - Transformator Design
Decision Making




     Eco-efficient

     Social

     Spare time to use

     Cheaper alternative   SL-delays

                           Bad media
                           + Bad experience                             Personal space

                                                                        Driving others
      SL                   Ticket ending
                                                                        Traveling long distance
                           Fare increase
                                                                        Several destinations

                                                                        Transporting things




                                              Andrew Wilson and Kajsa Davidsson - Transformator Design
Decision Making




                                                                            Personal space

                                                                            Driving others
                           No parking
                                                                            Traveling long distance
                           Traffic congestion
     Eco-efficient                                                          Several destinations
                           No access to car
     Social                (share with partner)                             Transporting things
                           (car-breakdown)
     Spare time to use
                           Drinking alcohol
     Cheaper alternative
                           Different route




      SL




                                                  Andrew Wilson and Kajsa Davidsson - Transformator Design
Ideation




           Andrew Wilson and Kajsa Davidsson - Transformator Design
First Ideas




              Andrew Wilson and Kajsa Davidsson - Transformator Design
First Ideas - Accessability, Flexibility




                                           Andrew Wilson and Kajsa Davidsson - Transformator Design
First Ideas - Value of Time




                              Andrew Wilson and Kajsa Davidsson - Transformator Design
First Ideas - Platform for solutions




                                       Andrew Wilson and Kajsa Davidsson - Transformator Design
First Ideas - Updated Information




                                    Andrew Wilson and Kajsa Davidsson - Transformator Design
First Ideas - Communication




                              Andrew Wilson and Kajsa Davidsson - Transformator Design
First Ideas - Flexible ticket, Price, Customer Loyalty




                                                         Andrew Wilson and Kajsa Davidsson - Transformator Design
Interviews Second Loop




                         Andrew Wilson and Kajsa Davidsson - Transformator Design
Evaluation




             Andrew Wilson and Kajsa Davidsson - Transformator Design
Evaluation




             Andrew Wilson and Kajsa Davidsson - Transformator Design
First Ideas




              Andrew Wilson and Kajsa Davidsson - Transformator Design
Evaluation




             Andrew Wilson and Kajsa Davidsson - Transformator Design
Development of Concept




                         Andrew Wilson and Kajsa Davidsson - Transformator Design
Trusty Ticket - Final Proposal




                                                 SL




                            SL
                                           Trusty Ticket




                     Trusty Ticket




                                     Andrew Wilson and Kajsa Davidsson - Transformator Design
Trusty Ticket - Final Proposal




                                      SL        Simple         Detail   Share


                                                        29kr
                                                    1 Zone Travel
                                                Valid for: 60 minutes
                                                   ID: 912835991


                                      36     50     29 25 21 988 157
                                                             17
                                     18 18 17 17 16 15 14 13 12 11 10
                                      3      50       9 2       7 5
                            SL

                                                   1 day pass                   i

                                                   3 day pass                   i

                                                    7 day pass                  i
                     Trusty Ticket
                                                   30 day pass                  i

                                                   90 day pass                  i

                                                  365 day pass                  i



                                           This month’s total: 115kr            i




                                       Andrew Wilson and Kajsa Davidsson - Transformator Design
Trusty Ticket - Final Proposal




                                     SL        Simple       Detail     Share


                                          Select ticket and then scan...




                                                     36kr
                            SL                     1 Zone Travel
                                               Valid for: 60 minutes




                     Trusty Ticket




                                     Andrew Wilson and Kajsa Davidsson - Transformator Design
Trusty Ticket - Registration process




                                       SL        Simple       Detail     Share                     SL        Simple         Detail          Share


                                                  Register account
                                            to activate your trusty ticket
                                                                                                                     36kr
                                                                                                                 1 Zone Travel
                                                                                                             Valid for: 60 minutes



                                                                                                  18 18 17 17 16 15 14 13 12 11 10   9887     7

                                                       36kr
                                                     1 Zone Travel
                                                 Valid for: 60 minutes
                                                                                                                1 day pass                          i


                    SL
                                                                                                                3 day pass                          i

                                                                                                                 7 day pass                         i

              Trusty Ticket                                                                                     30 day pass                         i

                                                                                                                90 day pass                         i

                                                                                                               365 day pass                         i



                                                                                                        This month’s total: 00kr                    i




                                                                         Andrew Wilson and Kajsa Davidsson - Transformator Design
Trusty Ticket - Selecting a ticket




                                                              SL


                                                                           Sim
                                                                                 ple
        SL        Simple       Detail     Share               Sel                    Det
                                                                   ect                   ail
                                                                       ticke                      Sha
                                                                            t an                     re
                                                                                d th
             Select ticket and then scan...                                         en
                                                                                       sca
                                                                                             n...



                                                                    3
                                                             1 Zo 6kr
                                                        Val
                                                           id f ne Tr
                                                               o      a
                                                          ID: r: 59 m vel
                                                              912
                                                                  835 inutes

                                                                                                     SL
                                                                     991
                        36kr
                      1 Zone Travel
                  Valid for: 60 minutes




                                                  Andrew Wilson and Kajsa Davidsson - Transformator Design
Trusty Ticket - Detailed Interface




                                                       SL         Simple         Detail    Share                     SL       Simple        Detail   Share

        SL        Simple         Detail   Share                    1 day pass: 115kr
                                                                                                                    Bill Breakdown:

                                                                                                                    Strip 1: 200kr
                          29kr                        Spent this turn: 79kr

                                                      Next trip will add: 15kr                                      Topup Charge (1 day): 37kr
                      1 Zone Travel
                  Valid for: 60 minutes               Amount until full pass: 21kr                                  Strip 2: 43kr
                     ID: 912835991
                                                                                                                    Total:
                                                      Validity:
        36     50     29 25 21 988 157
                               17
       18 18 17 17 16 15 14 13 12 11 10
        3      50       9 2       7 5                 Started counting: 21/03/12 (12:05)
                                                                                                                    273kr (including tax)


                                                      Expires: Not active yet.
                                                                                                                    Next Payment:
                     1 day pass                   i   Next update: 21/03/12 (19:45)
                                                                                                                    12/04/2012
                     3 day pass                   i

                      7 day pass                  i
                                                                                                                             This month’s total: 273kr
                     30 day pass                  i

                     90 day pass                  i

                    365 day pass                  i



             This month’s total: 115kr            i




                                                                                           Andrew Wilson and Kajsa Davidsson - Transformator Design
Trusty Ticket - Sharing process




                                             SL

                                                     Simp
              Simple     Detail    Share                  le
                                                                    Deta                                                            Share
                                                                                                                    Detail
        SL
                                                                         il
                                             Tick
                                                 et pe                             Shar             Simple
                                                        ndin                           e    SL


                                                            g fro                                                                      u...
                                                                  m Li                                                   et from yo
      Request a ticket from another phone                              nda.                           questi  ng a tick
                                                                              ..           Jake is re




                                                 1
                                                   25    kr
                                            Valid Zone Tra
                                                  for:      v
                                                       60 m el
                                                                                                                25kr
                                              ID: 9
                                                    1283 inutes                                             1 Zone Tr
                                                                                                                       avel
                                                         5991                                                          minutes                 7   5
                                                                                                           lid for: 60
                                                                                                         Va
                                                                                                             ID: 912835
                                                                                                               50         9 2
                                                                                                                        991
                                                                                                   3


                                                                                                                         18 15
                                                                                                                              7
                                                                                                                      21 987   10
                                                                                                                29 25
                                                                                                                         12 11
                                                                                                                   14 13

                                                                                                  36
                                                                                                 18 18   50
                                                                                                       17 17
                                                                                                             16 15




                                                                                                                                      Reject
                                                                                                        Accept




                                                        Andrew Wilson and Kajsa Davidsson - Transformator Design
Trusty Ticket - Future Potential




                                    SL        Simple         Detail   Share


                                                      29kr
                                                  1 Zone Travel
                                              Valid for: 60 minutes
                                                 ID: 912835991


                                    36     50     29 25 21 988 157
                                                           17
                                   18 18 17 17 16 15 14 13 12 11 10
                                    3      50       9 2       7 5


                                                 1 day pass                   i

                                                 3 day pass                   i

                                                  7 day pass                  i

                                                 30 day pass                  i

                                                 90 day pass                  i

                                                365 day pass                  i



                                         This month’s total: 115kr            i




                                                                                  Andrew Wilson and Kajsa Davidsson - Transformator Design
Thank you!




             Andrew Wilson and Kajsa Davidsson - Transformator Design
Ideas




        Andrew Wilson and Kajsa Davidsson - Transformator Design

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Sl project transformator

  • 1. How can we get more people to travel with SL? Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 2. Creating a base SL ? Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 3. First Interviews Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 4. Interviews with Stakeholders General interviews Other Lugna gatan SL SL Planka.nu Police gate guard maintenance driver sequrity guard ticket control SL-hosts SL Customer Non-users adults youths car-users elderly non-paying kids tourists MC-user cyklists familys wheelchair commuter users Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 5. Summarising the Interviews Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 6. Searching for Behavior Groups / User Scenarios Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 7. Interview Video Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 8. User Groups and Insights Everyday users Alternating users Car lovers Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 9. User Groups and Insights Lack of information Delays Expensive Unflexible tickets Cold atmosphere Unsafe evening/night Everyday users Alternating users Car lovers Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 10. User Groups and Insights Cross connections Lack of information Lack of information Bad accessability Delays Expensive Time-consuming Delays Unflexible tickets Unflexible Appears expensive Loyalty? Cold atmosphere Unsafe evening/night Cold atmosphere Unsafe evening/night Everyday users Alternating users Car lovers Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 11. User Groups and Insights Cross connections Lack of information Lack of information Bad accessability Delays Expensive Time-consuming Image Delays Personal space Unflexible tickets Unflexible Appears expensive Loyalty? Cold atmosphere Convenience Unsafe evening/night Cold atmosphere Unsafe evening/night Everyday users Alternating users Car lovers Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 12. User Groups and Insights Cross connections Lack of information Lack of information Bad accessability Delays Expensive Time-consuming Image Delays Personal space Unflexible tickets Unflexible Appears expensive Loyalty? Cold atmosphere Convenience Unsafe evening/night Cold atmosphere Unsafe evening/night Everyday users Alternating users Car lovers Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 13. Decision Making SL Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 14. Decision Making Eco-efficient Social Spare time to use Cheaper alternative SL Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 15. Decision Making Personal space Driving others SL Traveling long distance Several destinations Transporting things Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 16. Decision Making Eco-efficient Personal space Social Driving others Spare time to use Traveling long distance Cheaper alternative Several destinations Transporting things SL Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 17. Decision Making Eco-efficient Social Spare time to use Cheaper alternative SL-delays Bad media + Bad experience Personal space Driving others SL Ticket ending Traveling long distance Fare increase Several destinations Transporting things Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 18. Decision Making Personal space Driving others No parking Traveling long distance Traffic congestion Eco-efficient Several destinations No access to car Social (share with partner) Transporting things (car-breakdown) Spare time to use Drinking alcohol Cheaper alternative Different route SL Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 19. Ideation Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 20. First Ideas Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 21. First Ideas - Accessability, Flexibility Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 22. First Ideas - Value of Time Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 23. First Ideas - Platform for solutions Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 24. First Ideas - Updated Information Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 25. First Ideas - Communication Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 26. First Ideas - Flexible ticket, Price, Customer Loyalty Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 27. Interviews Second Loop Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 28. Evaluation Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 29. Evaluation Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 30. First Ideas Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 31. Evaluation Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 32. Development of Concept Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 33. Trusty Ticket - Final Proposal SL SL Trusty Ticket Trusty Ticket Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 34. Trusty Ticket - Final Proposal SL Simple Detail Share 29kr 1 Zone Travel Valid for: 60 minutes ID: 912835991 36 50 29 25 21 988 157 17 18 18 17 17 16 15 14 13 12 11 10 3 50 9 2 7 5 SL 1 day pass i 3 day pass i 7 day pass i Trusty Ticket 30 day pass i 90 day pass i 365 day pass i This month’s total: 115kr i Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 35. Trusty Ticket - Final Proposal SL Simple Detail Share Select ticket and then scan... 36kr SL 1 Zone Travel Valid for: 60 minutes Trusty Ticket Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 36. Trusty Ticket - Registration process SL Simple Detail Share SL Simple Detail Share Register account to activate your trusty ticket 36kr 1 Zone Travel Valid for: 60 minutes 18 18 17 17 16 15 14 13 12 11 10 9887 7 36kr 1 Zone Travel Valid for: 60 minutes 1 day pass i SL 3 day pass i 7 day pass i Trusty Ticket 30 day pass i 90 day pass i 365 day pass i This month’s total: 00kr i Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 37. Trusty Ticket - Selecting a ticket SL Sim ple SL Simple Detail Share Sel Det ect ail ticke Sha t an re d th Select ticket and then scan... en sca n... 3 1 Zo 6kr Val id f ne Tr o a ID: r: 59 m vel 912 835 inutes SL 991 36kr 1 Zone Travel Valid for: 60 minutes Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 38. Trusty Ticket - Detailed Interface SL Simple Detail Share SL Simple Detail Share SL Simple Detail Share 1 day pass: 115kr Bill Breakdown: Strip 1: 200kr 29kr Spent this turn: 79kr Next trip will add: 15kr Topup Charge (1 day): 37kr 1 Zone Travel Valid for: 60 minutes Amount until full pass: 21kr Strip 2: 43kr ID: 912835991 Total: Validity: 36 50 29 25 21 988 157 17 18 18 17 17 16 15 14 13 12 11 10 3 50 9 2 7 5 Started counting: 21/03/12 (12:05) 273kr (including tax) Expires: Not active yet. Next Payment: 1 day pass i Next update: 21/03/12 (19:45) 12/04/2012 3 day pass i 7 day pass i This month’s total: 273kr 30 day pass i 90 day pass i 365 day pass i This month’s total: 115kr i Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 39. Trusty Ticket - Sharing process SL Simp Simple Detail Share le Deta Share Detail SL il Tick et pe Shar Simple ndin e SL g fro u... m Li et from yo Request a ticket from another phone nda. questi ng a tick .. Jake is re 1 25 kr Valid Zone Tra for: v 60 m el 25kr ID: 9 1283 inutes 1 Zone Tr avel 5991 minutes 7 5 lid for: 60 Va ID: 912835 50 9 2 991 3 18 15 7 21 987 10 29 25 12 11 14 13 36 18 18 50 17 17 16 15 Reject Accept Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 40. Trusty Ticket - Future Potential SL Simple Detail Share 29kr 1 Zone Travel Valid for: 60 minutes ID: 912835991 36 50 29 25 21 988 157 17 18 18 17 17 16 15 14 13 12 11 10 3 50 9 2 7 5 1 day pass i 3 day pass i 7 day pass i 30 day pass i 90 day pass i 365 day pass i This month’s total: 115kr i Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 41. Thank you! Andrew Wilson and Kajsa Davidsson - Transformator Design
  • 42. Ideas Andrew Wilson and Kajsa Davidsson - Transformator Design