awareness and journey...

1Awareness and journey planning

Awareness and journey planningInsights from HS2 online panel


Task 5, posted 09/05/2014

Task: • What factors would make you choose to travel by air rather

than rail?


The time versus cost trade off

TIME COST

• The two key factors influencing decisions to travel by rail or air are time and cost:

• If a destination can be reached by both plane and train, passengers look at the time to complete the entire journey and its cost. Shorter journeys were always preferred but only if additional cost was outweighed by time savings.

“It's a speed, convenience, price trade off for me.”

(Business, London, 61-70)

“Main two for me are speed and

cost. Usually I am in a hurry and need

to do it the cheapest possible

way.” (Leisure, Newcastle, 18-30)

“It is a time, cost calculation.” (Business,

Birmingham, 51-60)

Convenience covers many factors that collectively carry weight in the decision-making.


The influence of “convenience”• Although not necessarily decisive factors in the decision making process, there were clear

preferences for aspects of one transport mode over another.

• Guaranteed, allocated seat• Luggage is safe, secure and stored• No changes• Airport has restaurants & shops to enjoy• Better customer experience• Simple tariff of fares• An experience!

• Easier access with terminals in city centres• Arrival at station shortly before departure time• No check-in or security process• View out of the window• Wider choice of refreshments and can bring own• More spacious and can socialise (table seats)• Can use electrical devices with internet

“Air travel still has a sense of adventure and the exotic whilst train travel stirs memories of a

steadier more predictable bygone age. Rail travel feels

grounded, practical, industrial -we understand it, it feels safe

and ordinary.” (Business, London, 51-60)

“The fact that all seats are allocated, you are guaranteed a seat and you and your luggage feel safe thanks to all the security measures

makes a massive difference” (Business, Manchester, 31-40)

“I would much prefer to travel by air if I could because it feels like more of an experience and is a bit more

special than rail” (Business, Manchester, 31-40)

“Looking ahead 15 years, if the luggage problem is solved, the price is competitive,

the door-to-door travel time isn't hugely different and the "experience" is good I

would travel by train - no question.”(Business, London, 61-70)

Task:There has been a lot of discussion on the panel about a HS2 app,

which can be used to help you at various stages of the journey.

In your opinion, what makes a great app? Please think about all of

the apps that you use – not just transport apps.

Tell us about apps that you like:

Why do you like them?

What features do they have that you like?

How does using the app benefit you?

Please upload screen shots/pictures of these apps, to support

your answer.

Task 48, posted 12/06/2015

Awareness and journey planning Year two5

A great app…

• makes a positive change to the user’s life in a

natural and seamless way

• takes everyday tasks and makes them easy –

‘It does XXX so I don’t have to’

• collects, stores, shares, compares and

generates information with the click of a button

• is a joy to use – quick, easy, fun, time saving…

and sometimes ‘time wasting’

A great app is one that becomes part of everyday

life effortlessly, benefiting the user in many ways

“I was about to say I don’t

really use apps, but once I

checked on my phone, I

realised how much a part

of life they have become,

such that I didn’t realise it.”

(Leisure, Glasgow, 41-50)


• The informer

news, media, alerts…

• The tracker/logger

food/spending diaries

• The reminder

birthdays, meetings, events…

• The time filler

media, journalism…

• The idea generatorPresents, shopping, meals…

Apps play a specific role in the users’ life

• The navigator

maps and GPS…

• The organiser

calendars, memos, diaries…

• The entertainer

media, games…

• The motivator

exercise/nutrition help…

• The money saver

price comparison features…

A good app positively benefits the user by taking on a useful role.

A great app takes on multiple of these roles.

The HS2 app could play a

number of these roles.


To be a great app, there are key features that are

a must

It’s not enough for the concept to be great – the app itself must be great in every way

Cost

Well made

Accessible for all

Easy navigation Connected

• Reliable – doesn’t crash or

freeze

• Secure

• Includes help guide/FAQs.

• Quick and simple to use

• Intuitive interface

• Clear signposting

• Remembers preferences

• Fool proof!

• Synchronised with other apps –

calendars, maps, email…

• Connects with contacts

• Regularly updated – news,

offers, pricing.

• Compatible with all phones

• Text size control

• Easy access – limited

passwords.

• Free

• Or clearly priced.

“I’m a mega organiser so use

the calendar on my phone for

everything and enter locations

for meetings which I can then

link with the map app.”

(Leisure, Nottingham, 31-40)


What should the HS2 app be able to do?

Remember

destinations;

home, work, gym,

supermarket etc…

Display reviews for

hotels, restaurants

and other providers…

Show all travel

and additional

information in a

succinct way

Have prices for

different options,

including other

services (for

example buses)

Suggests best travel

options for user’s

circumstances

(budget, weather,

time limitations,

preferred route)

Link to other

apps – Twitter,

travel news,

maps, calendar,

email…

Show latest

deals

Log in simply

and quickly to

access full appRemember/

track the user’s

journeys


The HS2 app should be a one stop shop for the whole journey,

beginning to end:

•planning route

•checking travel news

•purchasing tickets

•updating calendar

•sending details to friends & colleagues and organising other

related bookings for the trip

•restaurants, hotels, shopping...

In a nutshell…


Task:

This week, we’d like you to look at a particular transport app (Citymapper) and tell us

what you think of it. Please download the app and spend some time investigating what

you can do with it.

The app can be used in London and Manchester and the surrounding areas. If you’re

not based in either of those areas, you’ll still be able to look at some of the functionality

(City) but might have difficulty with others (Near, Go). However, please have a look at

everything you can.

Once you’ve done this, please let us know what you think:

• What are your overall thoughts on the app – do you like it? Do you think it could be

useful? (If you were in/visiting London/Manchester)

• Which features/aspects do you like/ dislike?

• How could the app be improved?

• What can HS2 learn from this app, when developing apps of their own?

• When answering, please let us know which version you were looking at

(London/Manchester) and whether you were actually in those areas (for example

whether you could look at all the functionality). Posted 19/06/2015


• Whilst the app only covers London and

Manchester and is therefore not appropriate for

all; as an app, it’s fantastic!

• The app is simple, user friendly and most

importantly – serves its purpose well

The panel love the Citymapper app!

“I like this app very much.

I think it's very useful and

interesting to see the

detail that is put into it. I

love the way that you can

choose which methods of

transport to use and that

an estimated time limit is

given too! Even the

walking one gives you

calories burnt which is

rather funny.”

(Leisure, Leeds, 18-30)


The app’s popularity lies in several key factors

Simple ConnectedUsefull

• Easy to use

• Intuitive interface

• Consistent format to

help ease of navigation

• Quick to get to the

most important function

• Clearly laid out.

• Transport times

• Travel costs

• Travel options

• Personalisation –

saving favourite

locations.

• Live updates

• Social media links

• Information along the whole

journey

• Connects with

friends/colleagues.

“I also like that the app

has a section for live

bulletin information

and twitter / Rss feeds

for rail and metro link

services giving status

information and public

announcements.”

(Leisure, Liverpool, 31-

40)

“The information was

presented in a clear

and coherent format

and all very accessible

which are just the

facets you require for

planning journeys.”

(Business,

Birmingham, 31-40)

“The reason that I find

it so useful is that it

breaks down each

connection and tells

me exactly when in live

time the next

train/connection is. It is

useful as you can store

where your home and

work connections are.”

(Commuter,

Nottingham, 18-30)


On the whole the app was a success, but

there is always room for improvement

• Take me home - one click to take you

home

• Meet me somewhere – sends a link of a

meeting place to a contact

• Live updates – travel news

• Links to social media – Twitter feed

• Weather dependent travel options

• Calorie counter for walking options

• User feedback option.

Features that were liked Things that could be improved

• The app is too sensitive to spelling

• There’s no ability to make bookings

• It cannot be used offline

• There’s no voice activation

• No ability to manually change route

• Does not operate through

earphones which would be safer as

the passengers phone wouldn’t be

on show

• There is not enough information for

restaurants – food type, price

• Doesn’t show recommendations for

example, shops you may like.


Citymapper is a great model for HS2 to be

inspired by when developing its own app

Have the ability

to send journeys

to colleagues

Be personalised to me

The HS2 app

should…Have hotel reviews

Show places of

interest; shops

/sales, sites

Be

usable

offline

Have a help/tutorial

section

Have the ability to book

journeys from beginning

to end

Save previous routes,

favourite journeys

Be

constantly

evolving

through

user

feedback

Be synchronised

with social media,

calendars, emails

and other apps

Show all

necessary

information.

Nothing more.

Nothing less

Have clearly

marked stations

within maps


Task:

Part 1:

Over previous tasks many of you have talked about having a HS2 app / website

that will remember your booking preferences. Having this option would require

HS2 to save some of your personal data.

· Do you have any concerns about this? What are they?

· What information would you be willing/not willing to give?

Part 2:

As yesterday was ‘Data Privacy Day’, we want to ask you about your thoughts and

opinions on handling personal data in day to day life. Over the next 2 weeks we

would like you to keep a diary of all of the times you have had to give personal

data over to a company (this could be on social media, online shopping, opening

an account, signing up to a service etc.).

· What kinds of data did you have to give?

· Did you feel comfortable giving this type of data? Why/why not?

· What makes you feel safe/unsafe when handing over your personal data?

· What other information do you think may be being captured when you are using

websites? For example, cookies.

This task has been set as a blog meaning you won’t be able to read responses of

other panel members and they won’t be able to read yours.

Posted: 29/01/2016


Overall personal data is an area of concern for the panel

but there are difficult trade-off decisions to make around

how much data they should give

Giving lots of

data to speed

up booking

process

Giving limited

data to protect

personal info

The panel spoke both about what data they would be willing to give and

what data they would be willing to save on a HS2 app or website

“Now a days I

feel that I don't

have personal

data any more.

So many other

groups have

it.”

(Leisure,

London, 41-

50)

“Surely they

would only

really need

your name,

credit card no.

Telephone

number and

your nearest

home station?”

(Commuter,

Manchester,

18-30)


If there was a HS2 app/website that will remember your

booking preferences, would there be concerns about

what data they would and wouldn’t want to be saved?There were two main camps of people with regards to this

question, with others hovering between the two

HS2 don’t need

my data• Transactions can be

made via Paypal

• Giving data is just an

opportunity for

companies to sell it

• Talk Talk is a good

example of why

companies should not

be trusted

• I need to protect my

identity.

Giving my data

makes life easier

for me• Saving data saves time

having to renter it.

• A password protected

account is safe enough

• https sites are safe

• HS2 is a large trusted

organisation

• As long as HS2 are

honest with how there

using it, there is no issue.

“I would not have

any concerns

about HS2

having access to

some of my

personal data if it

is made clear

exactly what the

data would be

used for and if it

would benefit

me.”

(Commuter,

London, 18-30)

“I will always

prefer to

participate as

a "guest"

rather than

give personal

info which is

retained.”

(Leisure,

Glasgow, 51-

60)


The panel were very clear that they would not be willing

to share information that would not benefit their booking

process

What the panel question giving What they are happy to give

Phone number Name

Bank details Address

Age Seat, food & entertainment preferences

Income Local station

Details of family Email Address

Travel destinationsWhat creates the feeling that data is safe?

• https

• Padlock

• Encryption

• Strong passwords

• Clear Ts&Cs

Many people report

giving false personal

details as a way to feel

some sense of control

Awareness and journey planning Year Two19

Targeted advertising and unexpected and unwanted

marketing was highlighted as key concern for handing

over personal data

“Yes, I am really paranoid about data privacy and online

security, and routinely use VPNs, IP tunnelling, encryption,

e-mail aliases, don't use a web-cam and refuse/delete

cookies, not because I have anything to hide, but because

*NO* data can be guaranteed as safe, and anyone

determined can mine data from any source.”


The high media coverage of data hacking events has raised

concerns about how safe personal data really is.

• Talk Talk data hack aroused a lot of suspicion about how data is

protected.

• Advertising and Identity fraud were serious concern points.


“I've just travelled on

Eurotunnel and we now

have to give API info:

Passport details, age,

sex, plus car Reg no

and of course credit

card details. They will of

course now know when

your house is empty!”

(Business, London, 61-

70)

People were asked for:

• name

• bank details

• car details

• address

• address history

• partner's details

• employment details

• email address

• telephone

There is awareness that cookies are

inevitably being used as well

• NI number

• maiden name

• passport details

• facebook account

• DOB

• gender

• company address

smoking/drinking habits

driving license no.

Over the next 2 weeks we would like you to keep a

diary of all of the times you have had to give

personal data over to a company


Good experiences Bad experiences

• Getting car insurance through a

comparison website – option to be

removed from any marketing. No

emails received after purchase

made

• Contacted phone provider and

was asked for 2 letters of

password and address. This

shows security measures are

being taken.

• Amazon holds all the right

information to make shopping

quick and easy; card details,

address and suggests items to

purchase.

• Using booking.com and they took

so much information, a lot of which

seemed irrelevant.

• Opening a bank account and was

asked who I worked for and what

wage I was on. Felt uneasy about

this

• Having to sign up and give details

for a Matalan card just to buy

clothes

• Buying flowers through M&S and

not having the option to sign out as

a guest.


In summary…

Passengers will ONLY give the information they can directly see

will aid the booking process. No other information is likely to be

given unless there is a clear benefit to them.

Trust – HS2 and other big brands are perceived as

trustworthy and therefore safe to give personal data to

Control – Having the option of opting in/out of what data is

given and what data is then shared is a fundamental factor

in how safe people feel to give their data

Transparency – Clear Ts and Cs and clear security

measures (padlock, encryption, https) are essential

Benefits– Many people are very willing to hand their

personal data over if doing so benefits them.

“I think that having

an HS2 app is an

excellent idea, and

personal data

should be

captured, in order

to save having to

re enter

information time

and time again.”

(Business, London,

51-60)

“I suppose the

belief that I have is

that a big org like

HS2 will have a

safe new system

for data that is

state of the art.”

(Business,

Liverpool, 41-50)

The panels thoughts about data privacy centred around 4 key themes:


Task:

Three of the main HS2 stations, Birmingham Interchange, East Midlands

Hub and Sheffield Meadowhall are placed outside of city centres. While

these stations will be well connected with other public transport systems,

many passengers may choose to drive to these stations.

Car parking facilities, especially at these stations, will therefore need to

be high capacity and easy to use. They would need to be designed so

that it is a seamless flow from the car park to platform.

In your experience of using car parks at airports, train stations or more

generally, what is good and bad car park design?

What systems do you think could be designed to help manage the flow of

cars and passengers from the car park to the platform? Happy for you to

be as imaginative as possible!

Posted 04/03/2016


Car parks should promote flow and efficiency. One

factor of parking that creates stress is the unpredictable

time that it can take.

Whilst there are many things that can be done to create

a modern and efficient parking system, the panel are

aware that this will inevitably result in an increase in

cost to the customer.

If the cost for parking is high then it may defeat the

object of encouraging people to commute via train.

There is a battle between convenience and price. What

is convenient for time is not always as appealing in

price.

For some passengers, using the car park is the first and

last thing they do when undertaking a train journey. It is

therefore vital that this feature of stations is well

managed

“In my opinion parking

is often the first and

last interaction we

have with a place,

space or building and

either a good or bad

experience can colour

our overall experience.

Overall, the design of

the HS2 car park must

be to make using the

car park as stress-free

as possible and avoid

any impact on

passenger

arrival/departure

pressure.”

(Business,

Birmingham, 31-40)


Good examples

“Recently I booked meet and greet at

Gatwick airport. Easy to book on line.

Followed by ample information on how to get

there, what will happen on arrival and what

happens on return. This was good to know to

ease the stress of parking etc. On arrival,

easy entrance/directions, met by someone

who told me exactly where to park, where to

drop the key, where to collect them etc. I was

told where the car will be taken for storage,

some 2 miles away rather than 30 miles

away that you sometimes hear of.”

(Business, Nottingham, 61-70)

“We have also used the facility of valet parking,

being met at the terminal by a representative and

car taken away and returned. That was by far the

easiest and less stressful option so if it could be

competitively priced, that would be a good way

forward.”


“Perhaps taking the model of airport hire car parking.

If these are located close to the terminal which we

found particularly easy in Burlington, Vermont USA,

You drop the car off at an assigned point then drop

the keys at the office. Job Done! It took about 5

minutes from parking up to arriving at check in for our

flight- seamless! All admin is done on line and we

found it absolutely brilliant.”


“If you park via text in

Nottingham City centre using

'ringgo' then it texts you prior

to your parking running out to

remind you and also allows

you to purchase further time

via text rather than having to

return to your car.”


“Westfield Shopping

Centre in London operate

over head green and red

lights to indicate if the

space is available or not, I

think if we had allocated

spaces then we'd need to

follow some sort of

lighting system to ensure

we reach it.”

(Leisure, London, 41-50)

Clear where spaces are free Clear instructions Great service

Quick and efficient parking system Easy, stress-free and affordable


Bad examples

General car park annoyances:

•Steep inclines (difficult to drive up especially in traffic)

•Small spaces (difficult to park larger vehicles)

•Big pillars (easy to damage the car).

“Poor marking of spaces and direction (e.g. if there

is a one way system), ramps that people creep up

and stay on rather than going up a level, barriers

that people scrape their cars on the walls of the

ramps, no one on the other end of the intercom

when the payment machine fails.”

(Business, Leicester, 31-40)

“no bussing from car park to station, that is one of

the worst aspects of airport car parks. It makes

timings very unpredictable, which is completely

inappropriate for HS2.”

(Business, Leeds, 61-70)

“Inadequately sized lifts are another frequent problem,

being inadequately deep for my elevating leg-rest

(meaning I have to drop it, and try to bend my knee to

fit in, resulting in severe pain), let alone with room for

another passenger, and controls which are not

reachable once you're actually in the lift.”


“a very bad example of parking facilities had to be

Wolverhampton train station. The short stay parking

is right in front of the entrance to the station (very

small overcrowded) and this has only 10 or so car

park slots. As you can imagine at rush time when

people are getting picked up/ dropped off there is

always congestion and a lot of beeping cars who

never give way to anyone because of the tight

space.”

(Commuter, London, 18-30)

Poorly designed Congestion

Not disability friendlyUnpredictable


The panel identified several key features deemed necessary

• Clear signage (exits, station

entrance)

•Plenty of spaces

•One way system to promote flow

•Wide spaces

•Step-free

•Disabled spaces close to lifts

• Easy to find spaces (e.g. spaces

marked with a code which identifies

the location, floor or area)

•Clearly marked walk ways

•Separate taxi area.

•Baggage drop off

•Sheltered/covered way of getting

from car park to platform

•Easy to find luggage trolleys /

electric buggies

•Safe – CCTV, well lit, parking

attendants.

Price:•Many hoped that car parking would

be free or included within the price

of the ticket.

•If parking were to be an additional

price, they wanted to be assured

that paying would be easy including

having plenty of ticket machines.

A1


The

Panel’s

Ideas

https://youtu.be/-2WXzBKAA24

“I quite like the idea of an

optional bridge or covered

walkway from the car park

directly to the relevant

platform, one with a ticket

reader and an optional exit to

the concourse for those who

need to buy a ticket, perhaps a

travellator system too. ”


“Designated areas for particular

journeys perhaps, not sure how

this would work but parking

organised so those who will return

first will be able to leave quickly. ”


“Perhaps individual

parking spaces could be

allocated at the time of

booking, saving the

headache (especially

when short of time) of

driving around looking for

an empty space.”

(Business, Leeds, 61-70)

“For HS2 stations I don't see why car

parks cannot be immediately below

the platforms and concourse allowing

for immediate access from numerous

levels underground. Given the design

opportunity it would make sense for

access to be direct to the platform.”

(Business, Birmingham, 51-60)

“I also think it would make

sense to direct cars to free

spaces, this would

eliminate the typical

phenomena of cars

crawling around seeking

spaces. As a vehicle enters

the car park it could be

directed to a free space

that has a red "engaged"

sign displayed until the

allocated vehicle is near

the space, this could be

controlled using number

plate recognition and

CCTV.”

(Business, Birmingham,

51-60)

“Some people aren't too good at

manoeuvring their vehicles so

perhaps an automated system

where you drive to a platform

and then it places you in a spot

would save a lots of stress.”


“I would then have a lift system

that takes HS2 passengers up to

the top floor which would then

connect them to a small mono-rail

which would stop at the HS2

hub, to be greeted by HS2 staff,

check in, have refreshments

etc…..and the platform would be

accessible a short distance away

from the HS2 Hub.”



https://youtu.be/-2WXzBKAA24

Summary

Using the HS2 service will be a special experience

and unique from all other rail services, leaving the

passenger with the desire to experience it again.

It is important therefore that every detail is well

thought out and designed.

However, whilst the panel want an unforgettable

experience, the cost to the consumer must be at the

forefront of all decisions made.


Task:

Thinking about all the suggestions that have been made on car parking

solutions, what ideas do you think would be the most suitable?

Some of our ideas are: valet car parking, reserved car parking spaces and

autonomous cars, which is currently in use at Heathrow airport.

https://www.youtube.com/watch?v=Byk8LcPovOQ

Posted 11/03/2016


https://www.youtube.com/watch?v=Byk8LcPovOQ

Reserved parking was the most popular idea for how

car parks at stations could be managed

Parking at stations was identified as a ‘stress-point’ in

travelling by train. There were many ideas about how station

car park’s could be organised to reduce this tension.

In debating this subject there were a number of elements to

trade-off;

•Time, ease, cost, convenience, security

Whilst reserved parking was identified as the preferred method of

organisation, many were keen to highlight that one purpose of HS2 is to

decongest the roads. With this in mind, public transport links should be a

priority.

The most popular idea was reserved parking.

Within this there were different ideas about how this

would work. However regardless of what is decided, it

must include the key features identified in the first part of

this task.

“I think the

most

important

thing for me

about parking

is to remove

stress and

uncertainty.”

(Commuter,

Manchester,

18-30)


Reserved parking was seen as quick, easy and efficient

Whilst there was no clear consensus of how this would be

managed, many assumed it would involve having a specific

space that you would be able to find quickly and easily either

by clear signs within the car park or via an app.

This method of parking management was preferred for a

number of reasons;

•Guaranteed space

•Passengers don’t have to part with their keys (like valet

parking)

•Stress-free

•No hunting for spaces.

“I think that

reserved

parking would

be great if you

could book a

parking space

when you book

your tickets that

way you would

be guaranteed a

parking space.”

(Leisure,

Birmingham, 51-

60)

Reserved parking would be away from the entrance to the station to avoid

creating congestion around this area.

Following reserved parking the next popular ideas were;

1. Automated parking

2. Valet parking

The pods were a popular feature that they felt could be incorporated into

any car park system. These would shuttle passengers (and their luggage)

to the station from where ever they were in the car park.


There were many great ideas for how parking could be

managed, but with these ideas, also came concerns

Reserved

Automatic

Valet

“What happens if it's reserved and the person

doesn't turn up? Does that mean no-one can use

it?”

(Commuter, Birmingham, 31-40)

“Any of the above are going to warrant a cost, the

automatic option being more expensive than the

rest”

(Commuter, Birmingham, 31-40)

“I once traded a valet parking ticket for my car

key on our first trip out to America at a

restaurant, and on reading the fine print on the

valet ticket it stated that the business does not

assume any responsibility for lost, damaged or

stolen items Moreover, we found that the degree

of responsibility assumed by any business

providing parking services for any lost car or

item, varied from one valet service to another.”


•People may not

turn up

•People may take

the wrong space.

•This would

inevitably come at a

high cost

•Is it reliable?

•Who’s responsible

if the car is

damaged?

•Handing over car

keys can feel

uncomfortable.


“Whenever I think of anything new, I always think of the same

questions. Will it add value? What impact will it have on myself

and others? What impact would it have on the quality of

passenger experience?

From a very simple perspective, I would like to know as soon as I

arrive on site where 'my' parking space actually is and be guided

there seamlessly. Depending on the size of the car park, then

some form of solution to take me and my family to the station (if

far enough away).

My concern with additional things such as valet parking, pods

and all other technological advances is there will be a significant

cost to this, and this has to be picked up by the customer at some

point! If you are trying to raise the profile and use of the service,

then it still needs to be affordable!!”

(Leisure, Newcastle, 18-30)


awareness and journey...

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