MASTER IN INTERACTION

DESIGN 2013/14

What kinds of new service models will be successful today and in the future? To answer this question, one must first explore what needs people have while on the move and how they behave in the context of the transportation system. We conducted multiple types of primary and secondary research including ethnography, user interviews and business model analysis, in Milano’s transit system, Azienda Trasporti Milanesi (ATM), on trams buses and underground metro lines.

Primary - behaviorsRiders exiting the underground metro stations move much more quickly than those who are getting off of buses and trams. We discovered that rider behavior at peak and off-peak hours are significantly different. At peak hours, riders were more occupied, with the majority focused on smartphones or other media, including even large hard-cover books. At off-peak hours, riders are looking outside or around at each other and move at a more relaxed pace. Most people do not pay attention to the advertisements in the transition spaces and go about their business without noticing the information kiosks. We also observed the surroundings of the metro and bus stations to get an idea if there was a correlation between peak times and walk-ins into stores like supermarkets, grocery stores etc.

Primary - wantsWhen interviewed about how they would like to use their time in the transit system and what new retail services might be helpful while in transit, the answers fall into a handful of themes. People expect any digital service to be “smart,” one step ahead of their needs, and learn their preferences over time. As many services are now available by mobile device that were traditionally static, such as banking, consumers expect retail services to come to them and be shaped around their lives and habits. Accordingly, they also expect new services to not delay their transit routes, if anything, instead, the services should make their lives more efficient. Lastly, riders hope that new services can help them discover new products, places and ways to have a more enriching urban experience.

INTRO

SecondaryIn order to understand the type of retail that exists in transition spaces we noted down the different types of businesses that are present in those spaces to get a sense of existing services and how they could be enhanced. We also found out about the new innovations and current trends to understand the retail landscape and gather insights.

To produce concepts and analyze their potential effectiveness, we created three personas:

Federica, a freelancer who uses the transit system to go to meetings during the day at off-peak hours

Gianluigi, a businessman and parent who uses the transit system to take his kids to school and get to work

Emilio, a geek and young professional who uses the transit system at peak hours but has more free time and less stress.Keywords: distributed service model, multi-channel integration, mobile, personalized shopping, customized products

THE PERSONAS

DimmiMEET YOUR PERSONAL COACH

IN A METRO COACH

Dimmi is a service that matches “guides” with riders who want to learn skills while in transit. The service is a freemium model, available to all riders in a limited form and to subscribers who have unlimited passes for the metro system.

Subscribers download a special app linked to the metro pass to search for and find a guide. Dimmi suggests three guides with a scale of how much personal interests match. The rider can pick a guide to meet in the station to get help. If the rider is satisfied and “approves” the guide in Dimmi, the guide will receive compensation.

Dimmi encourages communication among transit riders and learning during what would otherwise be wasted time in the transit system.

WHAT IT IS

HOW IT WORKS

VALUE & POTENTIAL

Who can help me practice speakingSpanish on my way to work?

Rider chooses guide Rider and guide meet in station

If the rider gives a positive approval rating, the guide is payed for his service.

Guide is rewarded

Rider gives feedback

The rider uses the app to find available guides who are matches. A future version could use the card ora card case as the interface.

TRAIN STATION #1

?TRAIN STATION #1

?

Common Interests

TRAIN STATION #2

Common Interests

TRAIN STATION #3

Common Interests

Common Interests

Common Interests

?¿Cómoestás?

Local LinkTHINK LOCAL, BE EXCLUSIVE

Local Link empowers the customer by making shopping omnipresent and using transition spaces for delivery and pick-up. It bridges local sellers and consumers, who get access to high quality local produce, not available in the city.

This service helps small rural producers increase their reach and sell products to the urban population. Urban consumers, who appreciate high quality food products, get convenient access through delivery to transition spaces and homes.

WHAT IT IS

HOW IT WORKS

VALUE & POTENTIAL

The user can access the service via three touchpoints: website/mobile; kiosk and lockers. The kiosk and glass lockers act as attraction points for new customers. At the kiosk the consumer can taste the local produce and place orders. The consumer also receives information about the website to promote shopping on the go or at home. The glass lockers are for both picking up orders and placing new orders. The lockers are made of glass so consumers can preview what other people ordered. Lockers can also be used for immediate sales of holiday products and advertising products coming soon. The more people who order, the quicker the delivery time will be.

Rider wishes to have a product locally made in another region.

Rider can buy the local product in three di�erent places: 1. locker in metro station, 2. small kiosk shops in the metro stations and 3. online

Local Link notifies the rider when his product has been delivered. He can have it delivered at home or pick it up from the metro station locker.

Rider goes to the metro station.

$ $ $

sms

Map.itMake maps work for you

Map.it is an application that combines rider habits with wishlists in order to recommend new routes for crossing items off the list. Items on the list can be products the rider hopes to purchase or tasks. The application takes advantage of personal information and preferences already saved in other accounts, as well as geolocation.

When the rider signs up for Map.it, the application integrates with existing social media accounts to automatically make a wish list. The rider can categorize and rank these items based on importance, and add new items. Map.it learns the rider’s commute. Using this personal data, the system will recommend new routes along which the rider can buy wishlist items or get tasks done. The rider can save, share and rank the suggested routes.

Map.it helps riders be more efficient in their daily commutes, while discovering new local businesses along the way. Map.it could also help tourists or new residents.

WHAT IT IS

HOW IT WORKS

VALUE & POTENTIAL

CINEMA

Rider registers and add personal information Rider creates a wish list of products to buy and tasks to complete

System analyzes rider’s location, the time of dayand wish list to make recommendations.

System suggests routes where the rider can cross items o� his wishlist.

Rider follows the suggested route and gets whathe needs at the pharmacy.

Rider rates the route and can save it for future use.

Would youlike to saveroute?

+ + +

Show of HandsVOTE AND ACCESS THE CITY’S SECRETS

Show of Hands is a public opinion poll linked to city-wide events. It gathers opinions of transit riders for companies, while recommending local businesses to the riders. Riders can earn tips and bonuses for every four questions answered.

Riders answer questions using interfaces in metro stations. Results and business reccomendations are displayed on screens inside trains and on maps at station exits. If the rider “tags” into Show of Hands using his card, personalized results and recommendations will be sent to the rider’s mobile device. Riders can share these results and recommendations.

Show of Hands supports local businesses during major events. The types of questions can vary by time of day. For example, in the morning, the questions are about food markets and in the evenings, nightlife venues.

WHAT IT IS

HOW IT WORKS

VALUE & POTENTIAL

What is YourFavorite Movie

Genre?

Milano Film Festival

A B C D

ATM

Use your ATM card to personlize andget updates

Get rewards forevery four responses

X4

TRAIN STATION #1 - WAITING

The event: Milano Film Festival Questions appear on public screens on platforms.The results are sent to the cloud.

Results are displayed inside the train cars. Voters who logged in receive notifications of results to their mobile devices.

What is your favorite

movie-time snack?

Milano Film Festival

A B C D

TRAIN STATION #2 - GET OFF TRAIN

Each station has its own questions. Riders can answer when boarding or getting o .

Use phone to saverider suggestions

from map

Share riderrecommendations

Try Dylan’sCandy Bar here!

Logged in user gets personalized updates

CINEMA

COMPANY

Poll results sentto company sponsor

Riders attend Milano Film Festival with new tips and information

StylemapDISCOVER YOUR STYLE ROUTE

Style Map is an interactive lookbook that lets the consumer choose products and guides them with an optimized route leading to stores to try them on. Style Map notifies stores so they can pull products ahead of time.

Digital screens displaying four lookbooks each are in metro stations and transition areas. The consumer can browse through the various products and select what he/she likes. The consumer swipes his card to confirm the selection. Stores are notified and send information about waiting times for dressing rooms. The screen displays a route map for stores. The user chooses stores and then visits the to try on the selected items.

Stylist-curated lookbooks provide the customer with a simplified shopping experience. Lookbooks show customers products that can make outfits and thus make an informed choice. Customers save time in the shopping experience with prepared dressing rooms. Style Map can be extended to other products beyond fashion.

WHAT IT IS

HOW IT WORKS

VALUE & POTENTIAL

Stylemap

Rider browses digital lookbook. Rider selects items to try on in store and swipes ATM card to log in.

Rider receives SMS with directions to try on selected item.

Installation displays locations of stores where rider can try on selected items.

Rider arrives to the store, item already on hold in personalized dressing room.

TRAIN STATION

ATM

TRAIN STATION

20 mins

10 mins

15 mins

There are countless opportunities that retailers can exploit in order to be successful in the future, as long as they understand how to adapt to habits and changing behavior. The retail services we have envisioned take advantage of many of these opportunities through distributed and personalized service models that are also location-aware. Consumers anticipate individualized services that are more intelligent than they are, one step ahead. In order to be successful in the next few years, retailers must adjust their approach and distribution models to maintain this competitive edge.

CONCLUSION

PROJECT LEADERClaudio Moderini

PROJECT ASSISTANTNima Gazestani

* MOBILE

DOMUS ACADEMYMILANO ITALY

THANK YOU!