SERVICE DESIGN AN INTRODUCTION TO SERVICE DESIGN

For Translink

Prepared by Cathy Wang & Bert Bräutigam

July 10th 2012

INTRODUCTION

The South Coast Brit ish Columbia Transportation Authority -

provides transportation in bus, skytrain, seabus, and west

coast express throughout Vancouver lower mainland.

WORKSHOP SUMMARY •  What is service design? •  Different ways of growing existing services and developing

new ones. •  Translink future services inspirations.

SERVICE DESIGN

SERVICE DESIGN IN PRACTICE

Business goals

Customer needs

Technology

Innovation

DESIGN THINKING

CROSS-PLATFORM

http://bobsled.com/#!/home

SERVICE DELIVERY

http://holzheid.com/HomeEnergyManager.html

BUSINESS VALUES

http://www.apple.com/ipad/business/profiles/bbva/

BIG DATA AND PREDICTION

From physical interaction to day-to-day online activities

http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/

TARGETED AUDIENCE

http://www.psfk.com/2012/02/facial-recognition-billboard.html

INTERCONNECTIVITY

http://www.ipavement.com/

CASE STUDIES Transportation specific examples

Thalys, the high-speed train that connects Paris, Brussels, Amsterdam and Cologne, is targeting business travellers with a new seating option in first class. Starting next month, the rail company will offer a meeting room for four people located at the front of the train.

TARGETED AUDIENCES

GAMIFICATION Chromaroma is a game that “shows you your movements and location as you swipe your Oyster Card in and out of the Tube.

TOP-DOWN INTEGRATION

In Murcia. citizens could register to get a lifelong ticket for city travel on the tram in exchange for their car,

LEVERAGE TECHNOLOGY

France’s public transport authority, STIF, have announced plans to integrate the Navigo card with NFC-compatible smartphones, meaning commuters will soon be able to swipe their smartphone over special readers

WHAT DOES THIS MEAN?

REAL TIME SERVICES

LOCAL BUSINESS & EXPLORATION

GREEN & EMPOWERMENT

THANK YOU me@cathycracks.com