2. SUSTAINABLE MOBILITY
IN FUTURE CITIES:
Enhancing the customer
experience within public
transportation systems
Rui Salgado Carreira – FEUP

3. Outline
PhD thesis on Designing the travel experience
MSc thesis on Mobile scenery visualization and analysis
in transport vehicles

4. Outline
PhD thesis on Designing the travel experience:
identification and incorporation of passenger
experience factors in new public transportation
product-service system development
Research framework
Transport settings’ description
Qualitative, Quantitative and Incorporation results
Contributions

5. Research framework
Incorporate Experience factors into attributes (designer perspective)

6. Transport settings
Weekly river cruises that include bus excursions:
“experience-centric trips”
Qualitative study:
- 22 tourists + 3 tour guides
- 6 nationalities;
Exploratory quantitative study:
- 587 tourists (29% valid)
- 16 nationalities
Regional and mid-distance bus transportation:
“utilitarian trips”
Qualitative study:
- 27 passengers
- 2 nationalities;
Quantitative study:
- 116 + 1480 passengers (80% valid)
- 10 nationalities

7. Experience factors (i.e. EFs)
Cleanliness
Comfort
Easy accessibility
Safety
Visibility of the scenery
Waiting time
Social
environment
Staff’s skills
Information provision
On-board entertainment
Off-board services
Aggregate qualitative results
Emotional
component
• Positive
•Negative
Sensorial
Component
• Vision
• Audition
• Smell
• Touch
• Taste
Cognitive
Component
•Overall
Assessment

8. Individual space: Passenger physical support and room available
Information provision: Information provided before or during the actual trip
Staff's skills: Related with the personnel's overall performance
Social environment: Interaction with other people, either known passengers
or the ones with the same interests
Vehicle maintenance: Cleanliness of the individual seat and overall
mechanical soundness of the vehicle
Off-board facilities: Overall conditions available in the physical terminal
Ticket line service: Empathy and speed of the service provided in the physical
facilities
Travel experience scale dimensions (i.e Experience Factors)

9. Impact of EFs on EC (e.g. Emotions)
Individual space
Negative emotions
Positive emotions
Ticketline service
Off-board facilities
Information provision
Staff's skills
Vehicle maintenance
Social Environment

10. Kansei Engineering
Methodology
Extended (1+2)

11. Contributions
– in-depth understanding of the travel experience, from a holistic perspective,
involving all moments of interaction and attributes which are not usually
controlled by providers
– multiple item scale to measure the travel experience, and impact of experience
factors on customer responses and loyalty
– better incorporation of the customer experience developing an extended Kansei
engineering methodology
– the design of new public transportation as an integrated whole (i.e. Product-
Service System) is improved through the development of an affective oriented
methodology to enhance the customer experience.
Understand
Incorporate

12. Outline
MSc thesis on using outward built-in video cameras in a
vehicle to improve passenger mobile information and
interaction with the scenery
Motivation
System architecture
Routes and Points of Interest
Mobile application screen
Contributions

13. Limited seats at the front/ top of vehicle, and some of the
few window seats might not provide an adequate visibility
due to window size, advertising, or even lack of cleanliness.
Motivation

14. System architecture

15. Third Route
Second Route
First Route
Routes

16. Points of Interest
Clérigos’s tower Carmelitas’s Church Porto Town Hall UPTEC building

17. Mobile application screen

18. Contributions
- Geolocation is improved by combining GPS with
Image Analysis
- Passenger mobile information and interaction with
the scenery is enhanced using Image Analysis

19. SUSTAINABLE MOBILITY
IN FUTURE CITIES:
Enhancing the customer
experience within public
transportation systems
Thank you!
Rui Salgado Carreira – ruicar@fe.up.pt