Based on a future vision of a multi-modal, end-to-end UK mobility system please describe your view of the role of Customer Experience in achieving this vision and where experience from other industry sectors can be used to add value

1. Based on a future vision of a multi-modal, end-to-
end UK mobility system please describe your view of
the role of Customer Experience in achieving this
vision and where experience from other industry
sectors can be used to add value
Nick Fine
30th April 2015

2. Future Vision
Public Transport Corporate Transport
Personal Transport Infrastructure

3. Future Vision
Interconnected

4. Future Vision
Efficient

5. Future Vision
Intelligent

6. Future Vision
Integrated

7. Future Vision
Scaleable

8. Future Vision
Commercial

9. Future Vision
Personalised

10. Future Vision
Sustainable

11. Future Vision
Safe

12. Future Vision
Usable

13. INTERCONNECTED
SUSTAINABLE
SAFE EFFICIENT
INTELLIGENT
PUBLIC TRANSPORT
PERSONAL TRANSPORT
CORPORATE TRANSPORT
INFRASTRUCTURE
COMMERCIAL SCALEABLE
INTEGRATED
PERSONALISED
USABLE

14. INTERCONNECTED
SUSTAINABLE
SAFE EFFICIENT
INTELLIGENT
PUBLIC TRANSPORT
PERSONAL TRANSPORT
CORPORATE TRANSPORT
INFRASTRUCTURE
COMMERCIAL SCALEABLE
INTEGRATEDPERSONALISED
USABLE
HUMAN FACTORS
ERGONOMICS
USER EXPERIENCE
HCI
PSYCHOLOGY
ECONOMICS
USER EXPERIENCE
ENGINEERING
DESIGN
ENGINEERING
DESIGN
SERVICE DESIGN
COMPUTER SCIENCE
COGNITIVE PSYCHOLOGY
DESIGN
ENGINEERING
COMPUTER SCIENCE
HCI
ENGINEERING
SERVICE DESIGN

15. INTERCONNECTED
SUSTAINABLE
SAFE EFFICIENT
INTELLIGENT
PUBLIC TRANSPORT
PERSONAL TRANSPORT
CORPORATE TRANSPORT
INFRASTRUCTURE
COMMERCIAL SCALEABLE
INTEGRATEDPERSONALISED
USABLE
HUMAN FACTORS
ERGONOMICS
ENGINEERING
SERVICE DESIGN
USER EXPERIENCE
HCI
PSYCHOLOGY
ECONOMICS
USER EXPERIENCE
ENGINEERING
DESIGN
ENGINEERING
DESIGN
SERVICE DESIGN
COMPUTER SCIENCE
COGNITIVE PSYCHOLOGY
DESIGN
ENGINEERING
COMPUTER SCIENCE
HCI

16. Customer Experience
Role
INFRASTRUCTURE TECHNOLOGY
CUSTOMER NEED
BUSINESS NEED

17. Understand travel behaviour
Ethnography Diary Studies Simulation
Remote Observation
Lab Observation
Panel Review
Persona Development
Interviews Log File Analysis

18. Current knowledge of cutting/bleeding edge technological development
Mobile
Wearables
Internet of Things
Cashless Payment
Augmented Reality
Virtual Reality
Wireless Networks
Electrical Power
Big Data
Cloud
Tagging
Social
Interaction Design
Drones

19. Evaluation and validation of technology from a human perspective
Usability testing
System integration
Pilot studies
Formal evaluation
Heuristic review

20. Design of innovative user centric mobility solutions
Evidence driven
User centric
Disruptive?
Collaborative

21. Current knowledge of mobility solutions around the world

22. Customer Experience: Behavioural Modification
Role
1. Understand behaviour
6. Change behaviour
Ethnography
Interviews
Diary Studies
Log File Analysis
Simulation
Remote Observation
2. Define the problem
Detailed understanding of specific issues
Hypothesis generation
3. Competitor and ‘family’ review
Review current technology (private sector, academia)
other countries potential solutions
potential collaboration within the Catapults
4. Innovate and collaborate
Develop, test and validate innovative solutions
Impact assess
5. Introduce new technology
Customer awareness and conditioning pre-release
Ongoing understanding of behavioural impact,
revised customer messaging

23. Summary