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UMAP- a service for the Pittsburgh Bus System
1. UMAP
a service for the
Pittsburgh Bus System
TEAM HOT WHEELS
Christie Auw
Lauren Chapman
Bryan Cheung
Designing For Service
Fall 2010
Carnegie Mellon
School of Design
2. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
hunt statement
We are going to research how people
schedule their bus trips so that we can
deliver a more predictable system.
3. TERRITORY MAP
Port Authority of
Allegheny County
environment people
communicationtime
Bus Riders
Business People
Students
Families
Bus Driver
Visitors
Signage
Maps of Routes
Timetables
Cell Phone
Web Site
Figuring Out Route/Bus
Wait for Bus
Bus Ride
Rush Hour
Nights
Weekends
Bus Stop
Bus Ride
Stressful
Tired
Confused
Frustrated
Annoyed
Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
4. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
“Waiting for 20 minutes for a bus, and not
actually knowing when exactly they’ll come.”
“It bothers me that there aren’t
timetables posted at most (or any?)
of the stops I’ve seen.”
5. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
“There are long stretches of no buses,
then 2-3 right after each other.”
“Don’t really plan, just hop on the bus.”
6. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
CURRENT ENVIRONMENT
DESCRIPTION
7. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
8. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
9. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
10. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
11. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
current company perception
mission statement
To deliver outstanding transportation services
which connect people to life
vision statement
To become America’s premier public
transportation company
12. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
core competency
They realize that their system is outdated and in need
of change and are in the process of improving it.
13. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
pat needs
• Communicate clearly
• Increase efficiency & reliability
• Eliminate outdatedness
• Maximize funding
14. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
customer perception
• Confusing
• Dirty
• Unreliable
• Unpredictable
• Stressful
• Lack of resources
15. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
customer needs
• Just-in-time information
• Accessible & easy-to-understand resources
• Feel safe
• Predictable & reliable system
16. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
Intrastructure
Local
Destinations
Visitors
International
National
Regular
stakeholder map
definition discovery synthesis ideaton realization
17. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
service blueprint
Tourist Guides
Magazines
Newspapers
Internet
Information Centre
Concierge
Businesses
Bus Stops
Street Signs
Other Signage
Maps
Bus Stop
Bus
Bus Street Signs
Landmarks
Onboard Display
Street Signs
Landmarks
Maps
Other Signage
Sign
Physical Building
PHYSICAL
EVIDENCE
USER
ACTIONS
ONSTAGE
CONTACT
PERSON
BACKSTAGE
CONTACT
PERSON
SUPPORT
PROCESSES
Decide Ask Find Wait Verify
Travel &
Monitor
Find Arrive
Assists Assists Confirms
Drives route
Calls out stops
Notifies
Advises
Drives to
bus stop
Dispatches
bus
Provides traffic
updates
Port Authority
Trip Planner
Tool
RouteShout
System
Line of Interaction
Line of Visibility
Line of Internal Interaction
18. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
customer journey
Decide
Ask
Find
Bus
W
ait
Verify
Travel&
M
onitor
Find
Destination
Arrive
Customer
Journey
Information
Needs
Emotions
19. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
Decide
Ask
Find
Bus
W
ait
Verify
Travel&
M
onitor
Find
Destination
Arrive
Customer
Journey
Information
Needs
+
Emotions
customer journey with problem touchpoints
20. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
design principles
1. Communicate to users
2. Feel in control
3. Implicit & integrated into the journey
21. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
new service strategy
To put users in control of their own experience
by providing just-in-time information in order
to increase enjoyment and ease of use.
22. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
moments of what could be
1. Interactive Map @ Bus Stops/Information Centres (w/ time component)
2. Break Maps down into neighborhoods
3. Creating Guide Map around neighborhoods
4. Improved Signage @ Bus Stops (indicating direction, time)
5. Real-time info @ bus stops -> expand and improve RouteShout
6. Improve website
7. Payments signs
8. Bus Shelter Design
9. Phone App
10. Map inside a bus to show where you are along a route
23. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
1. Interactive Map @ Bus Stops/Information Centres (w/ time component)
2. Break Maps down into neighborhoods
3. Creating Guide Map around neighborhoods
4. Improved Signage @ Bus Stops (indicating direction, time)
5. Real-time info @ bus stops -> expand and improve RouteShout
6. Improve website
7. Payments signs
8. Bus Shelter Design
9. Phone App
10. Map inside a bus to show where you are along a route
moments of what could be
24. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
Introducing...UMAP
25. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
meet kyle and claire de lesseps
definition discovery synthesis ideaton realization
Age: Early 30’s
Location: From Montreal, visiting Pittsburgh
Occupations: Kyle is a physician, and Claire
is an elementary school teacher
Kyle and Claire are a young couple in their early
30’s from Montreal. Kyle is a physician by day, but
an ardent hockey fan all the time. Whenever there
is a hockey game, Kyle is either at the game (as he
is a season ticket holder) or at the local sports bar
with his buddies. Claire is an elementary school
teacher; in her spare time, she enjoys spending
time outdoors, drawing or painting nature scenes.
Both, however, do share a love for travel and enjoy
wandering around and exploring a new city. Walking
and public transportation allows them to do this,
but in a lot of cities, using these two means can
become frustrating due to a lack of information.
26. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
umap scenario
BUS
out
500, 75c,
74a, 29d
?
definition discovery synthesis ideaton realization
27. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
BUS
out
500, 75c,
74a, 29d
definition discovery synthesis ideaton realization
28. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
Wood
St
Ruskin
Fifth
Ave
Penn
Ave
HoweSt
definition discovery synthesis ideaton realization
29. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
BUS
out
500, 75c,
74a, 29d
definition discovery synthesis ideaton realization
30. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
BUS
out
500, 75c,
74a, 29d
definition discovery synthesis ideaton realization
31. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
proposed customer journey
Decide
Plan
Find
Bus
W
ait
Travel&
M
onitor
Find
Destination
Arrive
Customer
Journey
Information
Needs
+
Emotions
definition discovery synthesis ideaton realization
32. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
proposed service blueprint for umap
Tourist Guides
Magazines
Newspapers
Internet
Information Centre
Concierge
Businesses
Interactive Map
Bus Stops
Street Signs
Other Signage
Maps
Bus Stop
Bus
Street Signs
Landmarks
Onboard Route Map
Street Signs
Landmarks
Maps
Other Signage
Sign
Physical Building
PHYSICAL
EVIDENCE
USER
ACTIONS
DYNAMIC
INFORMATION
RESOURCES
STATIC
INFORMATION
RESOURCES
ONSTAGE
CONTACT
PERSON
BACKSTAGE
CONTACT
PERSON
SUPPORT
PROCESSES
Decide Plan Find & Verify Wait
Travel &
Monitor
Find Arrive
Drives route
Calls out stops
Notifies
Drives to
bus stop
Dispatches
bus
Provides traffic
updates
Real-time
scheduler
Line of Interaction
Line of Visibility
Line of Internal Interaction
Aids Aids
Guides Guides
definition discovery synthesis ideaton realization
33. Designing For Service Fall 2010 Christie Auw Lauren Chapman Bryan Cheung School of Design Carnegie Mellon University
definition discovery synthesis ideaton realization
Any questions?
Thank you! :)