Improving the Seoul Metro Tourist Experience

webster tai © 2013 1
2012 sadi & csad mdes
ADX410 Practice and Public Presentation
Improving the Seoul Metro
Tourist Experience

Project Background
Executive Summary
A Service Design project for tourists in Seoul,
investigating the traveling experience, particularly while
using the Seoul Metropolitan Subway, and then designing
improvements through uncovering their needs.

Project limitation
Exclusion of local bus service due to timeframe

deliver
DISCOVER
DEFINE
DEVELOP
Objectives
User
Needs
service concept
designing
conclusion
Ideation
service design
tools
understanding
Aims
Introduction
Basic
Primary
Cultural Probe
Shadowing
Fly on the Wall
Ethnographic
research
UI-Interface
App Architecture
Design Principles
Usage Scenario Next Steps
Blur test
Directed Storytelling
Contextual Inquiries
Literature reivew
Desk research
Design Strategy
Framing Insights
week 01 week 06 week 10week 03 week 08 week 12
Personal

Preliminary Approach
Literature Review
Desk research
Primary Approach
Cultural Probing
Contextual Enquiry
Fly on the Wall
Shawdowing/Storytelling
Working from the outside of the system
will yield more meaningful insights
beneficial to the user
Research Approach

deliver
DISCOVER
DEFINE
DEVELOP

Hallyu Wave
A motivation
to visit Korea,
offsetting
culture shock

3 focus stakeholders
Seoul Metro
Remain efficient to all
passengers utilizing the subway
Korean Tourism Organization
Meeting the needs of all tourist
types
T-money
To have more businesses
incorporating T-money while
ensuring users maximize
functions
Tourists
Be delighted by the overseas
experiences
Reference:
Freeman, R.E. (1984). Strategic Management: A Stakeholder Approach. Boston, Pitman.
Low
High
High
Low
Power/Influence
Stake/Importance
Tourist
Seoul Metro
Korean Tourism
Organization
Hostel/Hotel
Owner
Locals
Private Tourism
Sector
T-money
Stakeholder Map

Exploring and uncovering patterns and
hidden insights while using the subway
Metro Systems
Seoul Metro
Seoul, South Korea
Shanghai Metro
Shanghai, China
SMRT
Singapore
User Journey Touchpoints
a. Outside the station
b. Way-finding into the station
c. Ticketing area
d. Gantry area
e. Navigating to the train platform
f. Platform area
g. On board the subway
h. At the interchange
i. Exiting the station
Cultural Probing

Similarities Differences
Cultural Probing
a. Outside the station
d. Gantry area
c. Ticketing area f. Platform area
e. Navigating
misleading wayfinding
systems within subway
compound
subway information
is kept minimal

Desk Research
Visual communication lacks consistency and understanding
SEOUL
CITYPASS money
Tourist Transit Card
foreign
language
universal language
often
disposed

Desk Research
Online information
Visit Korea
Seoul Metro
Visit Seoul
T-money

Desk Research
Online information
Visit Korea Visit Seoul
Seoul Metro T-money
Too much
Too formal
(corporate)

During extreme scenarios, i.e. technical malfunctions, non locals were unable to comprehend what was going on as information was
only communicated in Korean, resulting in a ‘monkey see, monkey approach’ to follow exit protocols.
Source: http://news.chosun.com/site/data/html_ir/2012/04/07/2012040700012.html
Desk Research

Platform stop information above platform doors
Outdoor entrance signage
Subway station
number
Entrance
number
Seoul Metro
Seoul Metropolitan
Rapid Transi Corp.
Field Observation
Multiple line operators—
inconsistent visual application
Line number

Summary
Problems
• Language barrier
• Too much information
• Misleading

Creating Personas

webster tai © 2013 24Image source: www.Inmagine.com
Reason for traveling:
Attending a conference or tradeshow,
company incentive trip or cosmetic/
medical surgery
Shopping, visiting UNESCO world
heritage sites, skiing or attending a
festival i.e. World Cup 2002 (Korea/
Japan)
Attending a friend’s wedding or
attending a funeral
Exploration, gaining life experiences
Business and professionals Leisure and holiday Visiting friends and relatives Youth tourists
User Types

Frequent Traveller
Infrequent Traveller
Short
Stay
Long
Stay
3
1
2
4
Air Stewards
Students
Businessman
Medical Tourists
Shoppers Expatriates
Youth tourists
Family getaway
Retirees
Backpackers
Gap-year travellers
Incentive Tourists
User Matrix

Evelyn
Blogshop owner
26 years old
Singaporean
Junior Accountant
personA #1 personA #2 personA #3 personA #4
Personality type
Tech savviness
Travelling experience
Length of stay
Experience in Korea
Footloose
1G
First time traveller
Stop-over
Newbie
Organized
4G
Globe-trotter
>1 month
Seen it all
Personality type
Tech savviness
Length of stay
Experience in Korea
Personality type
Tech savviness
Length of stay
Experience in Korea
Personality type
Tech savviness
Length of stay
Experience in Korea
Footloose Footloose Footloose
1G 1G 1G
First time traveller First time traveller First time traveller
Stop-over Stop-over Stop-over
Newbie Newbie Newbie
Organized Organized
4G 4G
Globe-trotter Globe-trotter
>1 month >1 month
>1 month
Seen it all Seen it all
Seen it all
“Myeongdong is the mecca of
shopping for me. It’s been a
year and I hope I’ll be able to
remember my way around the
city”
Tourist profile
An experienced and independent traveller
who loves adventure. She appreciates the
different cultures of the world but is strapped
with a tight budget. Her goal is to collect as
many life experiences and travel the entire
world before she turns 30.
“2PM! BIG BANG! SHINee!
Super Junior!—Yes! I hope I
can bump into them on the
street!”
Tourist profile
Bitten by the Hallyu Wave bug. She has never
been to Korea, neither has she experience
any other climate besides summer. She finally
saved enough for this trip and is hysterical
about what she is going to experience.
“I’d probably head to
Samcheong-dong and spend
the day there chilling and
relaxing with my colleagues
over a cup of coffee”
Tourist profile
Stopping over after a long haul flight from
Singapore. Physically and mentally exhausted
but could use some fresh air before heading
back. Would tag along with her fellow
stewardesses for an afternoon sight-seeing
tour if she’s up for it.
“I am on assignment and I
need to get the job done no
matter what the obstacles are”
Tourist profile
Here for a month travelling alone, revisiting
and residing with a Korean friend he met
some years back. As a photographer, he aims
to capture the best of Korea through his eyes.
He is interested to also purchase a compact
camera in Seoul for his partner as a gift.
Yvonne
K-POP Fanatic
21 years old
Malaysian
Graduate Student
Kristina
Go-with-the-flow
28 years old
Eurasian (Indian)
Air Stewardess
Mustapha
The Professional
31 years old
Turkish Expat
Photographer
focus persona

Evelyn
Blogshop Owner
26 years old
Singaporean
Junior Accountant
Personality type
Tech savviness
Length of stay
Experience in Korea
Footloose
1G
First time traveller
Stop-over
Newbie
Organized
4G
Globe-trotter
>1 month
Seen it all
Focus Persona
“Myeongdong is the mecca of shopping for me. It’s
been a year and I hope I’ll be able to remember my way
around the city”
Tourist profile
An experienced and independent traveller who loves
adventure. She appreciates the different cultures of the
world but is strapped with a tight budget. Her goal is
to collect as many life experiences and travel the entire
world before she turns 30.

Field Ethnography

Shadowing
Hostel to Airport

Shadowing
Rush
Rush
Recover
Rush
Rush
Rush
Pause
Rush
Pause
Pause
Pause
Pause
Hostel to Airport

Hsiang Yun Ley
Shir
The trip leader The shopaholic The foodie
28 years old 28 years old28 years old
Directed Story-telling

We visited Dongdaemun and
Myeongdong almost everyday.
This is my 2nd trip to Korea just to buy more stuff.
We’re checking out the places we thought was
interesting when we watched Running Man^
We like that shops open till
late as we not early risers.
We’re grateful that our hostel
manager helped us in so many ways.It was not easy during our 1st encounter using
the subway and had to ask locals for help.
We usually count the stops in our
head on the train as it’s difficult to pay
attention to as we’re always talking!
^Running Man is a popular
Korean urban variety show
We took cabs at night when it was
either too late or we were too tired.
Directed Story-telling
We have never seen bicycles or
salesman on the train before.

Opportunities
Findings
Multiple tasks/steps
Checking information
Rusing to the airport

Opportunities
Findings
Multiple tasks/steps
Checking information
Rusing to the airport
Insights
Guidance & organization
Communicate clearly & early
Maximize stay & keep calm

The journey does not begin when
you get on the train, it begins when
you choose to use the subway

arrival
There are 2 modes of arrival to Seoul. Tourist
either arrival internationally or from other parts
of Korea (most commonly from Busan)
consult
Users seek out information to plan their
holiday both holistically and on a daily basis
from various sources. Note: information is also
collected prior to arrival (home, airplane etc.)
activity
User activities are broken out into 3 main groups.
The main group EAT serves as the primary group
as a basic need.
departure
Alike the arrival segment, users will most likely to
depart using the same method of their arrival.
Airport
Airport
Bus Bus
Subway Subway
Subway Subway Hotel/HostelHotel/Hostel
Map/Guide-book
Taxi TaxiPick-up
service
Pick-up
service
Express Train
from Busan
Express Train
to Busan
Gyeongbokgung
Palace
Insadong
Myeongdong
Ehwa Womens
Univeristy
Dongdaemun
DMZ
Tour
Hongdae
University
Namsangol
Hanok Village
Lotte World/
Everland
Seasonal
Festivals
Cafes
Massage
Restaurants
Haircut
Tour Agent
attraction
relaxation
eatmode of
transport
mode of
transport
Theater/
Musical
planning
Tourist
center
Hostel
Manager
Online
resource
F&E
Common ActivtiesKey
Namdaemun
Garousugil
User Journey Map (Overview)

AttractionsLine
Hongdae University, Ehwa Women’s University
Myeongdong, Namdaemun, Namsan Tower
Airport
Dongdaemun Market, Insadong
Namsangol Hanok Village, Garousugil
2
4
A
1
3
User Journey
Main subway lines used by tourists

AttractionsLine
Hongdae University, Ehwa Women’s University
Airport
2
4
A
1
3
User Journey
Main subway lines used by tourists
While a complete subway map may prove to be
useful (for shortcuts and exploration), excessive
content may prove to be misleading and
intimidating, especially for first time visitors.

before service period
Welcome Experience
Hostel to Hongik Station
Planning the days itinerary
Shall we take the subway?
How many places do we visit today?
What was the plan that we set for today?
Walking to the station on foot
Do I know the way back to the hostel?
I need to remember my station’s name!
Getting a ticket
The service counter is empty
There are 2 card options?
Zero card balance. What!?
I don’t understand the language
service period
Continous Experience
Starting the day/Returning to hostel
Topping up credit
How much do I need?
What can I use the card for?
Proceeding to train platform
Which side of the gantry should I enter?
How many stops before I need to get off?
Transit/Interchange (Navigating)
I am lost!
I just missed the train...
There is so much information every where
This train seems different the previous one
post service period
Goodbye Experience
Exiting Incheon Airport Station
Exiting the station
There are 10 exits!? Which one is the one for us?
Am I going back through this exit later on?
Final exit of Seoul Metro
Is my card refundable? Can I get my balance
back? I don’t want to throw money away!
DecidingActivity Stages
Key stages
Stress Levels
Information Needs
Interactions
Entering Ticketing Finding Waiting Transiting Exiting Exploring Last day
User (Service) Journey Map

Blur Test
Navigating around the station

Blur Test
Getting a ticket

Blur Test
Key Findings
• Colors, numbers and symbols are vital
• Lots of access information—distraction

Start
End
Entering
Interchange
At the platform
Arrival
Ticketing
Station
Numbering
Consulting
On board
Numbers are present on
board some trains
Navigating
Numbers are
prominently used to
identify station lines
Exiting
Exits are identified
by numbers and is
identified by the
usage of yellow
A Tourist Tool
Analysis Insight

Summary
Pain-points
• Wayfinding around the station
• Buying a ticket (T-money card)
• Exiting/Alighting at the right station
• Utilizing the T-Money

Summary
Problems/CausesPain-points
• Cultural differences
• Complexity of system
• Limited time
• Buying a ticket (T-money card)
• Exiting/Alighting at the right station
• Utilizing the T-Money

TOURIST
T-MONEY
CARD
SUBWAY
STATION
cycle of use
product
place
people
ticketing
machine
locals
usage
Station closest to
hotel/hostel
Shop, Eat, See
Wayfinding
Subway Map
Attractions
Taxi/Buses
Convenience Stores
Payphones
Restaurants
Retail Shops
What is T-Money?
Needs/Intentions
Refunds
Multiple Entry
Gantries NFC Payment
Monitoring Balance
Trip fares
Discount Coupon
Keychain
user types
Multiple exits
16 subway lines
Demographics
(age/gender)
needs/
intentions
activities
information
City Map
technology
card
Work
Attractions
Walking distance
Last train
INTERCHANGE
CONVENIENCE
STORESfacilities
Credit card
Points card
Cultural Factors
Augumented Reality
Special Needs
Restrooms
USIM
Territorial Map
Street vendors

basicneeds

expectations/goals

tasks/activities
personalneeds
Navigation
Medication
Accomodation
Action ActionFactors Factors
Hallyu experience
Shopping
Discovery
Tours
Itinenaries
Staying
Connected
Financing
Framing Insights
Maximize stay
Safety
Eating
Relaxing Ammenities
Pharmacy
Wifi Hotspots
Internet Cafes
Money changers/banks
Ancillary
Restaurants/Cafes
Toilets
Hostel
Subway/On-foot
Accessibility
Desired areas
Maps/GuidesLanguage barriers
Clarity
Hidden charms
Available Packages
Culture shock
Visibility
Activities
Attractions

Framing Insights
basicneeds

expectations/goals

tasks/activities
personalneeds
guide

realize

clarify

assist
Navigation
Medication
Ammenities
Pharmacy
Wifi Hotspots
Internet Cafes
Money changers/banks
Accomodation
Ancillary
Restaurants/Cafes
Toilets
Hostel
Subway/On-foot
Action ActionFactors Factors
Hallyu experience
Shopping
Discovery
Accessibility
Desired areas
Tours
Maps/GuidesLanguage barriers
Clarity
Hidden charms
Itinenaries
Available Packages
Staying
Connected
Financing
Culture shock
Maximize stay
Visibility
Activities
Attractions
Safety
Eating
Relaxing

cognitive needs
Guide & Realize
physical needs
Clarify & Assist
→ Not feel lost
→ Helpline/Guardian
→ Maximize day/trip
→ Accessibility
→ Clarity
Framing Insights

cognitive needs
Guide & Realize
physical needs
Clarify & Assist
→ Not feel lost
→ Helpline/Guardian
→ Maximize day/trip
→ Accessibility
→ Clarity
Framing Insights
Conversion Goals
→ Feeling in Control
→ Manage Expectation
→ Enhance Visibility
→ Reduce Redundancy

Designing for needs

Design Strategy
First encounter/experience
Incorporating Hallyu Wave
• First impression counts
• Build early habits
• Long term benefits
• Smoothen transition
• Enhance value
• Visual indicator
Kim Soo Hyun—KTO promotional ambassador since April 2012

Proposed Solutions
Enhancing Touchpoints
• T-money Seoul CityPass+ card and Packaging
• Dedicated Tourist wayfinding/signage
• Smart phone Tourist App
Identified Pain-points
• Buying ticket (T-money card)
• Utilizing T-Money Card
• Exiting–Alighting at the right station

Visual Elements
Design Principles
Visual styling reference

NumbersColor Schemes

CityPass+ Card (current design)

money
Serial Number
Expiry
1010 0000 0219 6536
2012/2013
YOU MAY USE THE
CARD WHERE YOU
SEE THIS SYMBOL
You may refund balance
credits (up to W20,000) at the
airport’s GS25 convenience
store at before departure
In-depth guides and on-the-
go information for all your
tourist needs
DOWNLOAD THE APP
REFUND
www.t-money.co.kr
8 801247 5812129
SEOUL
CITYPASS
Adult
Line
Line
Line
Line
Hongik, Eehwa Women’s University
2
4
1
3
TOURIST ESSENTIALS
Dial 120+9
24 hour tourist hotline
Front Back
CityPass+ Card (proposed design)

money
Serial Number
Expiry
1010 0000 0219 6536
2012/2013
YOU MAY USE THE
CARD WHERE YOU
SEE THIS SYMBOL
You may refund balance
credits (up to W20,000) at the
airport’s GS25 convenience
store at before departure
In-depth guides and on-the-
go information for all your
tourist needs
DOWNLOAD THE APP
REFUND
www.t-money.co.kr
8 801247 5812129
SEOUL
CITYPASS
Adult
Line
Line
Line
Line
2
4
1
3
TOURIST ESSENTIALS
Dial 120+9
Front Back
Feel in control
Maximize trip
Enhance visibility
Enhance visibility
Feeling in control
Clarity
Reduce redundancy
CityPass+ Card (proposed design)

CONVENIENT STORES / TAXI RIDES / VENDING MACHINES
THE KOREAN
TRAVEL MATE
T-MONEY! Adult
also available
in Japanese
CityPass+ Packaging
currently only
in Korean

SEOULCITYPASSAdult
Line
Line
Line
Line
2
4
1
3
TOURIST ESSENTIALS
Dial 120+9
Kim Soo Hyun
KTO Promotion
Ambassador ‘12
Incheon Airport
Hallyu Standee

Lifesize airport poster signage
A3 poster signage (GS25 stores and subway stations)
Supplementary Posters

Browsing
Attractions
Directory Listing
i.e. building names
System map
Selection
setting-up
your trip
App prompt
to set ‘home’
journeys
Tourist (Smartphone) Application
Most Apps only provide a slice of information relating to the trip—
this opens up an opportunity to create a go-to tool for users to
retrieve information at any point of their journey
To balance/offset user’s expectation of
the subway system prior to their 1st
experience while looking after their needs.
Needs
Benefits
• Understanding local transportation
• Getting a ticket/Using the ticket
• Getting around—in and out of the station
• Deal with language barriers
• No pen and papers, more space in the bag
• Less to worry—always up to date

In-App Tutorial
Language
Infomation Panel
Airport
Transportation
Trip Info
T-money CardsPurchase Info CP+ Coupon
Tourist Tips
Information Location Functions
Attractions
Shop
Food & Drinks
Sightsee
Arts & Cultural
Bookmarks
Account Info
Purchase
Online
Hostel
Tourist Tips
Currency
Weather
Korean Phrases
General Info
Connecting Online
Facebook (Int’l)
RenRen (China)
T-Money Cards
CityPass
CityPass+
M Pass
Daily Pass
Current Location
Subway Stations
Trip Info
Exit numbers/Directions
1st/last train timings
Google/System Maps
Trip Fares
Journey Duration
Number of Stops
Bookmarks
Favorites
To-do
Been there
Notes
Attractions
Google/System Map View
Recommended Attractions
Nearest Station
Airport/Hostel
Arrival/Departure
Points of Interest
Toilets
Convenience Stores
Pharmacy
Wireless hotspots
Moneychangers/banks
Post office
Account Info
User settings
Alerts
Updates
starting point
Points of Interests
Set Trip/Search
Share online
Connect online
App Architecture

Welcome Screen
Select language
Connect to SNS
Module 1.0
Seoul Tourist
Subway Guide
by Seoul Metro
loading...
In-App Tutorial
Plotting 1st trip
T-money awareness
Useful tips
Module 1.1
Step-by-Step guide
What is
T-Money?
Use GS25
stores to top
up your card
Tip #49
SKIPIn-App
Tutorial
From
To
Locate your accomodation
AIRPORT
search
Information (side) Panel
T-money guide
Traveller Tips (weather, currency)
Itinernary Guide (subway tours)
Featured Event/Promotion
User Settings
Module 1.3
Journey Planner
Traveler Tips
T-Money Guide
Transportation
Subway Tours
My Settings
OK
Featured
National
Event #01
scroll
Journey Planner
Search function
Browse by subway station
Browse by attraction
Locate nearest stop
Module 2.0
Journey Planner
From
To
Set from
Set to
Hongik Station
Show Attractions
drag
Low Fidelity Wireframes

Attraction Details
Thumbnail
Google Map view
Share to Facebook (SNS)
Description
Subway guide
Direction guide
Module 2.1
Attraction Detail
Gyeongbokgung Palace
Gyeongbokgung Station Exit 5329
Go straight after exiting the station > Walk
along sheltered path for 250m and you will not
miss the entrance.
Gyeongbokgung Palace is arguably the
most beautiful and remains the grandest of
all five palaces in Korea. The premises were
destroyed by fire at the time of Japanese
occupation from 1592-1598. details
Subway station
Directions
Sightseeing
Google map ShareCP+Saver
CityPass+ Discount
Current promotion
Terms & conditions
Module 2.2
CityPass+ Discount
Gyeongbokgung Palace
Valid for all tourist staying in Korea for a period
of more than 7 days. Please present your
T-money card during payment.
Current Special
• Save 25% on entrance fees
• 1-for-1 hanbok photo-shoot special
website
www.hanbokstudios.co.kr
Terms & Conditions
Sightseeing
Google map ShareCP+Saver
Edit
Trip Info
Exit numbers/Directions
1st/last train timings
Trip Fares
Google/System Maps
Journey Duration
Module 3.0
Trip Info
Incheon Airport Studio42 Hostel
A10
Studio42 Hostel
Hongik Station
Sinchon Station
Line to City Hall
Exit turn left upon exiting6
~ 22
mins
256
257
2
~ 48 mins / Arriving in 8 mins
System Map Google Map Fare
scroll
Low Fidelity Wireframes
Bookmarks (right side menu)
Browse, edit, and share bookmarks
Module 3.1
Seoul Metro
From
To
Set from
Set to
Bookmarks History
From
To
Eehwa Women’s Uni.
Dongdaemeun Market
Insadong
Gyeongbokgung Pala.
From
To
/ Airport
/ Studio42 Hostel
/ Myeongdong Station
/ Hongik Station
slide

Step-by-Step guide (1 of 3)
What is
T-Money?
Use GS25
stores to top
up your card
Tip #49
SKIPIn-App
Tutorial
From
To
Locate your accomodation
AIRPORT
search
CONVENIENT STORES / TAXI RIDES / VENDING MACHINES
THE KOREAN
TRAVEL MATE
T-MONEY! Adult
money
SEOUL
CITYPASS
Adult
Line
Line
Line
Line
2
4
1
3
TOURIST ESSENTIALS
Dial 120+9
Transit Card & Package
• Reduced Redundancy
• Helpful/relavent info
Tourist Transit App
• Feel in Control
• Maximizes trip
• Not feel lost
• Better preparation
Supplementary Posters
• Enhanced Visibility
• Building Awareness
Hallyu Standee
• Enhanced Visibility
• Manage Expectation
Overview

deliver
DISCOVER
DEFINE
DEVELOP

Touchpoints
(Physical Evidence)
Websites/Blogs
Hallyu Wave elements
KTO Websites
Local Contexts
Arrival
1st journey
Download App
New touchpoints provide mental aids, assisting a more efficient habitual usage
Information counters Airport help desks
Standee
Ticket Machine
Full usage of T-money
Recharging
Standee/Posters
SCP+ Card
Wayfinding
Daily journeys
Tourist hotline numbers
Tour guides Local businesses
Posters
Tourist Maps/signages
Local Community
Departure
Refund card balance
SCP+ Card
User Journey
User Actions
Static Information
Resources
Dynamic Information
Resources
On-Stage contact person
Back-Stage contact person
Line of Internal Interaction
Line of Visibility
Line of Interaction
understanding purchase usageexplore refund
new touchpoints Source: Zeithaml, V. A., M. J. Bitner, et al. (2006). Services marketing : integrating customer focus across the firm. Boston, McGraw-Hill/Irwin.
Tourist App
Guidebooks, local maps, physical signages
Support Processes
Service Blueprint

Usage Scenario
User Profile
• 25 years old
• Female (Single)
• Singaporean
• First visit to Korea
• Solo-traveller

01
Pre-flight preparation
Lindy is a 25 year old administrative
excuetive from Singapore who is
planning a holiday to use up her
annual leave. She books her air
tickets and accomodation online and
decides to surf the web to gain some
insights to her holiday.

02
Downloading the App
She encounters a web banner
through the KTO website informing
her of the free tourist App and
decides to downloads the App
through the QR code image.

03
In-App Tutorial
She learns how to use the App
through learning about her traveling
options from the airport to her
hostel. This is also her first personal
encounter with the term ‘T-money’.

04
Familiarization
As this is her first time visiting
Korea. She explores the App and
discovers various attractions and
events which helps her plan her
itinernary during her trip.

05
Final Preparations
In her free time, she looks into the
detail of her subway journey and
considers the prospect of traveling
from other various locations. She
archives these trips by adding on
the initial bookmark set from the
tutorial.

06
Arrival
Upon arrival at Incheon airport,
she comes across an advertisement
promoting the T-Money Seoul
CityPass+. She recalls that this is
what she read on the App and is
reminded to purchase the card after
she exits the airport.

07
Entering the Seoul Metro
At the ticketing area, she comes
up close with a life-size standee of
popular K-Drama actor, Kim Soo
Hyun and learns that the Seoul
CityPass+ card can be purchased at
the machines next to him.

08
Purchasing the Seoul CityPass+ Card
She is impressed by the modern
touch-screen interface and selects
the adult option for herself and pays
3,000KRW.

09
Receiving the package
The machine dispenses a box
containing the card and coupon
booklet with special promotions for
tourist.

10
Charging the card
As she is familiar with the RFID
process with the Singapore MRT, she
is familiar on the charging process
and tops-up 50,000KRW while
knowing that she would be able to
refund any remaining balance at the
end of her trip.

11
Waiting for the train
With the Seoul CityPass+ card in
hand, she picks up a free city map
which may come in handy during
her trip. She pulls out her smart
phone and confirms the directions
and journey duration to her hostel.

12
On the train
Feel assured that the journey will be
about 50 minutes before she alights,
she feels relaxed and falls into a nap
to recharge herself.

13
Exploration
After dropping her luggage at the
hostel, she feels fresh from the short
nap and wastes no time as heads
back to the subway station to do
some sightseeing. She decides to
visit the Gyeongbokgong Palace so
she pulls up the App for directions.

14
Full usage of T-money
At the palace, she is reminded of the
card discounts through the App and
decides to capitalize on the offer.
And since she has enough money
in her card, she also pays using
T-money, speeding up the ticketing
process.

15
Subsequent journeys
Lindy now decides to head to
Myeongdong. She boards the train
during the rush hour but isn’t fazed
by the noise and people which may
hinder her finding out where she is
as the App provides her with stop-
to-stop information.

16
Enjoying her holiday
Through the App, she becomes
confident of using the subway and
manages to maximize her holiday by
visiting more places.

17
Going home
Throughout her trip, she utilizes the
App to guide her back to her hostel
through using her preset bookmarks
or via manually inputting her
current location.

18
Recharging
As her T-money card runs low
in value, she tops up the card at
convenient stores while purchasing
refreshments. She is again greeted by
Kim Soo Hyun and is reminded that
she can refund her balance credits at
the GS25 store at the airport.

19
Departure
At the end of her trip, she heads to
the GS25 store to refund her balace
credits. However, since she had such
a pleasant trip, she decides to hang
onto the card as she plans to use the
card again in future.

Conclusion
Next Steps
• Gaather more facts
• Look into returning/frequent visitors
• Interaction with local community
• Bus service intergration

Leasons learned
Research
Process
• Satisfied with independent research
• Quality insights can be obtained
through limited time frames
• Undertaken methods that
appropriate and useful
• Discovered new methods of
organizing and structuring data
• Could use better project planning

Leasons learned
Research If I were to do this project again...
Process
• Satisfied with independent research
• Quality insights can be obtained
through limited time frames
• Undertaken methods that
appropriate and useful
• Better aligning the needs of
stakeholders by engaging them formally
• Working in a team involving a local
designer and commuter
• Discovered new methods of
organizing and structuring data
• Could use better project planning

End.
Special thanks to
Prof Rich Park
Prof Kim Woo-Jung

Improving the Seoul Metro Tourist Experience

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