improving the seoul metro tourist experience

webster tai © 2013 1

2012 sadi & csad mdes ADX410 Practice and Public Presentation

Improving the Seoul Metro Tourist Experience


Project Background

Executive SummaryA Service Design project for tourists in Seoul, investigating the traveling experience, particularly while using the Seoul Metropolitan Subway, and then designing improvements through uncovering their needs.


Project limitation

Exclusion of local bus service due to timeframe

deliver

DISCOVER

DEFINE

DEVELOP

Objectives

User Needs

service concept

designing

conclusion

Ideation

service design tools

understanding

AimsIntroduction

Basic

PrimaryCultural Probe

Shadowing

Fly on the Wall

Ethnographic research

UI-InterfaceApp Architecture

Design Principles

Usage Scenario Next Steps

Blur test

Directed StorytellingContextual Inquiries

Literature reivew

Desk research

Design StrategyFraming Insights

week 01 week 06 week 10week 03 week 08 week 12

Personal


Preliminary ApproachLiterature ReviewDesk research

Primary ApproachCultural ProbingContextual Enquiry Fly on the WallShawdowing/Storytelling

Working from the outside of the system will yield more meaningful insights beneficial to the user

Research Approach

deliver

DISCOVER

DEFINE

DEVELOP


Hallyu Wave

A motivation to visit Korea, offsetting culture shock


3 focus stakeholdersSeoul MetroRemain efficient to all passengers utilizing the subway

Korean Tourism OrganizationMeeting the needs of all tourist types

T-moneyTo have more businesses incorporating T-money while ensuring users maximize functions

TouristsBe delighted by the overseas experiences

Reference: Freeman, R.E. (1984). Strategic Management: A Stakeholder Approach. Boston, Pitman.

Low

High

Hig

h

Low

Pow

er/I

nflue

nce

Stake/Importance

Tourist

Seoul Metro

Korean Tourism Organization

Hostel/Hotel Owner

Locals

Private Tourism Sector

T-money

Stakeholder Map


Exploring and uncovering patterns and hidden insights while using the subway

Metro Systems

Seoul MetroSeoul, South Korea

Shanghai MetroShanghai, China

SMRT Singapore

User Journey Touchpoints

a. Outside the stationb. Way-finding into the stationc. Ticketing aread. Gantry areae. Navigating to the train platformf. Platform areag. On board the subwayh. At the interchangei. Exiting the station

Cultural Probing


Similarities Differences

Cultural Probing

a. Outside the station

d. Gantry area

c. Ticketing area f. Platform area

e. Navigating

misleading wayfinding systems within subway compound

subway information is kept minimal


Desk Research

Visual communication lacks consistency and understanding

SEOULCITYPASS money

Tourist Transit Card

foreign language

universal language

often disposed


Desk Research

Online information

Visit Korea

Seoul Metro

Visit Seoul

T-money


Desk Research

Online information

Visit Korea Visit Seoul

Seoul Metro T-money

Too much

Too formal (corporate)


During extreme scenarios, i.e. technical malfunctions, non locals were unable to comprehend what was going on as information was only communicated in Korean, resulting in a ‘monkey see, monkey approach’ to follow exit protocols.

Source: http://news.chosun.com/site/data/html_ir/2012/04/07/2012040700012.html

Desk Research


Platform stop information above platform doors

Outdoor entrance signage

Subway station number

Entrance number

Seoul Metro

Seoul Metropolitan Rapid Transi Corp.

Field Observation

Multiple line operators—inconsistent visual application

Line number


Summary

Problems

• Language barrier• Too much information• Misleading

deliver

DISCOVER

DEFINE

DEVELOP


Creating Personas

webster tai © 2013 24Image source: www.Inmagine.com

Reason for traveling: Attending a conference or tradeshow, company incentive trip or cosmetic/medical surgery

Reason for traveling: Shopping, visiting UNESCO world heritage sites, skiing or attending a festival i.e. World Cup 2002 (Korea/Japan)

Reason for traveling: Attending a friend’s wedding or attending a funeral

Reason for traveling: Exploration, gaining life experiences

Business and professionals Leisure and holiday Visiting friends and relatives Youth tourists

User Types


Frequent Traveller

Infrequent Traveller

Short Stay

Long Stay

3

1

2

4

Air Stewards

Students

Businessman

Medical Tourists

Shoppers Expatriates

Youth tourists

Family getaway

Retirees

Backpackers

Gap-year travellersIncentive Tourists

User Matrix


EvelynBlogshop owner

26 years oldSingaporeanJunior Accountant

personA #1 personA #2 personA #3 personA #4

Personality type

Tech savviness

Travelling experience

Length of stay

Experience in Korea

Footloose

1G

First time traveller

Stop-over

Newbie

Organized

4G

Globe-trotter

>1 month

Seen it all

Personality type

Tech savviness


Length of stay

Experience in Korea

Personality type

Tech savviness


Length of stay

Experience in Korea

Personality type

Tech savviness


Length of stay

Experience in Korea

Footloose Footloose Footloose

1G 1G 1G

First time traveller First time traveller First time traveller

Stop-over Stop-over Stop-over

Newbie Newbie Newbie

Organized Organized

4G 4G

Globe-trotter Globe-trotter

>1 month >1 month

>1 month

Seen it all Seen it all

Seen it all

“Myeongdong is the mecca of shopping for me. It’s been a year and I hope I’ll be able to remember my way around the city”

Tourist profileAn experienced and independent traveller who loves adventure. She appreciates the different cultures of the world but is strapped with a tight budget. Her goal is to collect as many life experiences and travel the entire world before she turns 30.

“2PM! BIG BANG! SHINee! Super Junior!—Yes! I hope I can bump into them on the street!”

Tourist profileBitten by the Hallyu Wave bug. She has never been to Korea, neither has she experience any other climate besides summer. She finally saved enough for this trip and is hysterical about what she is going to experience.

“I’d probably head to Samcheong-dong and spend the day there chilling and relaxing with my colleagues over a cup of coffee” Tourist profileStopping over after a long haul flight from Singapore. Physically and mentally exhausted but could use some fresh air before heading back. Would tag along with her fellow stewardesses for an afternoon sight-seeing tour if she’s up for it.

“I am on assignment and I need to get the job done no matter what the obstacles are”

Tourist profileHere for a month travelling alone, revisiting and residing with a Korean friend he met some years back. As a photographer, he aims to capture the best of Korea through his eyes.He is interested to also purchase a compact camera in Seoul for his partner as a gift.

YvonneK-POP Fanatic

21 years oldMalaysianGraduate Student

KristinaGo-with-the-flow

28 years oldEurasian (Indian)Air Stewardess

MustaphaThe Professional

31 years oldTurkish ExpatPhotographer

focus persona


EvelynBlogshop Owner

26 years oldSingaporeanJunior Accountant

Personality type

Tech savviness


Length of stay

Experience in Korea

Footloose

1G

First time traveller

Stop-over

Newbie

Organized

4G

Globe-trotter

>1 month

Seen it all

Focus Persona

“Myeongdong is the mecca of shopping for me. It’s been a year and I hope I’ll be able to remember my way around the city”

Tourist profileAn experienced and independent traveller who loves adventure. She appreciates the different cultures of the world but is strapped with a tight budget. Her goal is to collect as many life experiences and travel the entire world before she turns 30.


Field Ethnography


Shadowing

Hostel to Airport


Shadowing

Rush

Rush

Recover

Rush

Rush

Rush

Pause

Rush

Pause

Pause

Pause

Pause

Hostel to Airport


Hsiang Yun Ley

Shir

The trip leader The shopaholic The foodie28 years old 28 years old28 years old

Directed Story-telling


We visited Dongdaemun and Myeongdong almost everyday.

This is my 2nd trip to Korea just to buy more stuff.

We’re checking out the places we thought was interesting when we watched Running Man^

We like that shops open till late as we not early risers.

We’re grateful that our hostel manager helped us in so many ways.It was not easy during our 1st encounter using

the subway and had to ask locals for help.

We usually count the stops in our head on the train as it’s difficult to pay attention to as we’re always talking!

^Running Man is a popular Korean urban variety show

We took cabs at night when it was either too late or we were too tired.

Directed Story-telling

We have never seen bicycles or salesman on the train before.


Opportunities

FindingsMultiple tasks/stepsChecking informationRusing to the airport


Opportunities

FindingsMultiple tasks/stepsChecking informationRusing to the airport

InsightsGuidance & organizationCommunicate clearly & earlyMaximize stay & keep calm

The journey does not begin when you get on the train, it begins when you choose to use the subway



arrivalThere are 2 modes of arrival to Seoul. Tourist either arrival internationally or from other parts of Korea (most commonly from Busan)

consultUsers seek out information to plan their holiday both holistically and on a daily basis from various sources. Note: information is also collected prior to arrival (home, airplane etc.)

activityUser activities are broken out into 3 main groups. The main group EAT serves as the primary group as a basic need.

departureAlike the arrival segment, users will most likely to depart using the same method of their arrival.

Airport

Airport

Bus Bus

Subway Subway

Subway Subway Hotel/HostelHotel/Hostel

Map/Guide-book

Taxi TaxiPick-up service

Pick-up service

Express Train from Busan

Express Train to Busan

Gyeongbokgung Palace

Insadong

Myeongdong

Ehwa Womens Univeristy

Dongdaemun

DMZ Tour

Hongdae University

Namsangol Hanok Village

Lotte World/Everland

Seasonal Festivals

Cafes

Massage

Restaurants

Haircut

Tour Agent

attraction

relaxation

eatmode of transport

mode of transport

Theater/Musical

planning

Tourist center

Hostel Manager

Online resource

F&E

Common ActivtiesKeyNamdaemun

Garousugil

User Journey Map (Overview)


AttractionsLine

Hongdae University, Ehwa Women’s University

Myeongdong, Namdaemun, Namsan Tower

Airport

Dongdaemun Market, Insadong

Namsangol Hanok Village, Garousugil

2

4

A

1

3

User Journey

Main subway lines used by tourists


AttractionsLine

Hongdae University, Ehwa Women’s University


Airport



2

4

A

1

3

User Journey

Main subway lines used by tourists

While a complete subway map may prove to be

useful (for shortcuts and exploration), excessive

content may prove to be misleading and

intimidating, especially for first time visitors.


before service period

Welcome Experience Hostel to Hongik Station

Planning the days itineraryShall we take the subway?How many places do we visit today?What was the plan that we set for today?

Walking to the station on footDo I know the way back to the hostel?I need to remember my station’s name!

Getting a ticketThe service counter is emptyThere are 2 card options?Zero card balance. What!?I don’t understand the language

service period

Continous ExperienceStarting the day/Returning to hostel

Topping up creditHow much do I need?What can I use the card for?

Proceeding to train platformWhich side of the gantry should I enter?How many stops before I need to get off?

Transit/Interchange (Navigating)I am lost!I just missed the train...There is so much information every whereThis train seems different the previous one

post service period

Goodbye Experience Exiting Incheon Airport Station

Exiting the stationThere are 10 exits!? Which one is the one for us?Am I going back through this exit later on?

Final exit of Seoul MetroIs my card refundable? Can I get my balance back? I don’t want to throw money away!

DecidingActivity Stages

Key stages

Stress Levels

Information Needs

Interactions

Entering Ticketing Finding Waiting Transiting Exiting Exploring Last day

User (Service) Journey Map


Blur Test

Navigating around the station


Blur Test

Getting a ticket


Blur Test

Key Findings• Colors, numbers and symbols are vital• Lots of access information—distraction


Start

End

Entering

Interchange

At the platform

Arrival

Ticketing

Station Numbering

Consulting

On boardNumbers are present on board some trains

NavigatingNumbers are prominently used to identify station lines

ExitingExits are identified by numbers and is

identified by the usage of yellow

A Tourist Tool

Analysis Insight

Summary

Pain-points

• Wayfinding around the station• Buying a ticket (T-money card) • Exiting/Alighting at the right station• Utilizing the T-Money


Summary

Problems/CausesPain-points

• Cultural differences• Complexity of system• Limited time

• Wayfinding around the station• Buying a ticket (T-money card) • Exiting/Alighting at the right station• Utilizing the T-Money


deliver

DISCOVER

DEFINE

DEVELOP


TOURISTT-MONEY

CARD

SUBWAY STATION

cycle of use

product

place

people

ticketing machine

locals

usage

Station closest to hotel/hostel

Shop, Eat, See

Wayfinding

Subway Map

AttractionsTaxi/BusesConvenience StoresPayphonesRestaurantsRetail Shops

What is T-Money?

Needs/IntentionsRefunds

Multiple Entry Gantries NFC Payment

Monitoring Balance

Trip fares

Discount Coupon

Keychain

user types

Multiple exits

16 subway lines

Demographics(age/gender)

needs/ intentions

activities

information

City Map

technology

card

Work

Attractions

Walking distance

Last train

INTERCHANGE

CONVENIENCE STORESfacilities

Credit card

Points card

Cultural Factors

Augumented Reality

Special Needs

Restrooms

USIM

Territorial Map

Street vendors


basi

c ne

eds

expectations/goals tasks/activities personal needs

Navigation

Medication

Accomodation

Action ActionFactors Factors

Hallyu experienceShopping

Discovery

Tours

Itinenaries

Staying Connected

Financing

Framing Insights

Maximize stay

Safety

Eating

Relaxing Ammenities Pharmacy

Wifi HotspotsInternet Cafes

Money changers/banks

Ancillary Restaurants/Cafes

ToiletsHostel

Subway/On-foot

Accessibility

Desired areasMaps/GuidesLanguage barriers

Clarity

Hidden charms

Available Packages

Culture shock

Visibility

Activities

Attractions


Framing Insightsba

sic

need

s

expectations/goals tasks/activities personal needs gu

ide

realize clarify

assist

Navigation

Medication

Ammenities Pharmacy

Wifi HotspotsInternet Cafes

Money changers/banksAccomodation

Ancillary Restaurants/Cafes

ToiletsHostel

Subway/On-foot

Action ActionFactors Factors

Hallyu experienceShopping

DiscoveryAccessibility

Desired areas

Tours

Maps/GuidesLanguage barriers

Clarity

Hidden charms

Itinenaries

Available Packages

Staying Connected

Financing

Culture shock

Maximize stay

Visibility

Activities

Attractions

Safety

Eating

Relaxing


cognitive needs

Guide & Realize

physical needs

Clarify & Assist→ Not feel lost→ Helpline/Guardian → Maximize day/trip

→ Accessibility→ Clarity

Framing Insights


cognitive needs

Guide & Realize

physical needs

Clarify & Assist→ Not feel lost→ Helpline/Guardian → Maximize day/trip

→ Accessibility→ Clarity

Framing Insights

Conversion Goals

→ Feeling in Control→ Manage Expectation

→ Enhance Visibility→ Reduce Redundancy


Designing for needs


Design Strategy

First encounter/experience

Incorporating Hallyu Wave

• First impression counts • Build early habits• Long term benefits

• Smoothen transition • Enhance value • Visual indicator

Kim Soo Hyun—KTO promotional ambassador since April 2012


Proposed Solutions

Enhancing Touchpoints

• T-money Seoul CityPass+ card and Packaging • Dedicated Tourist wayfinding/signage• Smart phone Tourist App

Identified Pain-points• Wayfinding around the station• Buying ticket (T-money card) • Utilizing T-Money Card• Exiting–Alighting at the right station


Visual Elements

Design Principles

Visual styling reference


NumbersColor Schemes


CityPass+ Card (current design)


money

Serial Number

Expiry

1010 0000 0219 6536

2012/2013

YOU MAY USE THE CARD WHERE YOU SEE THIS SYMBOL

You may refund balance credits (up to W20,000) at the airport’s GS25 convenience store at before departure

In-depth guides and on-the-go information for all your tourist needs

DOWNLOAD THE APP

REFUND

www.t-money.co.kr

8 801247 5812129

SEOULCITYPASSAdult

Line

Line

Line

Line

Hongik, Eehwa Women’s University




2

4

1

3

TOURIST ESSENTIALS

Dial 120+924 hour tourist hotline

Front Back

CityPass+ Card (proposed design)


money

Serial Number

Expiry

1010 0000 0219 6536

2012/2013

YOU MAY USE THE CARD WHERE YOU SEE THIS SYMBOL

You may refund balance credits (up to W20,000) at the airport’s GS25 convenience store at before departure

In-depth guides and on-the-go information for all your tourist needs

DOWNLOAD THE APP

REFUND

www.t-money.co.kr

8 801247 5812129

SEOULCITYPASSAdult

Line

Line

Line

Line





2

4

1

3

TOURIST ESSENTIALS


Front BackFeel in control

Maximize trip

Enhance visibilityEnhance visibility

Feeling in control

Clarity

Reduce redundancy

CityPass+ Card (proposed design)


CONVENIENT STORES / TAXI RIDES / VENDING MACHINES

THE KOREAN TRAVEL MATET-MONEY! Adult

also available in Japanese

CityPass+ Packaging

currently only in Korean


SEOULCITYPASSAdult

Line

Line

Line

LineHongik, Eehwa Women’s University


Dongdaemun Market, InsadongNamsangol Hanok Village, Garousugil

2

4

1

3

TOURIST ESSENTIALS

Dial 120+9

24 hour tourist hotline

Kim Soo HyunKTO Promotion Ambassador ‘12

Incheon Airport

Hallyu Standee


Lifesize airport poster signage

A3 poster signage (GS25 stores and subway stations)

Supplementary Posters


Browsing Attractions

Directory Listingi.e. building names

System map Selection

setting-up your trip

App prompt to set ‘home’

journeys

Tourist (Smartphone) Application

Most Apps only provide a slice of information relating to the trip—

this opens up an opportunity to create a go-to tool for users to

retrieve information at any point of their journey

To balance/offset user’s expectation of the subway system prior to their 1st experience while looking after their needs.

Needs

Benefits

• Understanding local transportation• Getting a ticket/Using the ticket• Getting around—in and out of the station

• Deal with language barriers • No pen and papers, more space in the bag• Less to worry—always up to date

In-App Tutorial

Language

Infomation Panel

Airport

Transportation

Trip Info

T-money CardsPurchase Info CP+ Coupon

Tourist Tips

Information Location Functions

Attractions

Shop

Food & Drinks

Sightsee

Arts & Cultural

Bookmarks

Account Info

Purchase Online

Hostel

Tourist TipsCurrencyWeatherKorean PhrasesGeneral Info

Connecting OnlineFacebook (Int’l)RenRen (China)

T-Money CardsCityPassCityPass+M PassDaily Pass

Current Location

Subway Stations

Trip InfoExit numbers/Directions1st/last train timingsGoogle/System MapsTrip FaresJourney DurationNumber of Stops

BookmarksFavorites To-doBeen thereNotes

AttractionsGoogle/System Map ViewRecommended AttractionsNearest Station

Airport/HostelArrival/Departure

Points of InterestToiletsConvenience StoresPharmacyWireless hotspotsMoneychangers/banksPost office

Account InfoUser settingsAlertsUpdates

starting point

Points of Interests

Set Trip/Search

Share online

Connect online

App Architecture


Welcome ScreenSelect languageConnect to SNS

Module 1.0

Seoul TouristSubway Guideby Seoul Metro

loading...

In-App TutorialPlotting 1st tripT-money awarenessUseful tips

Module 1.1

Step-by-Step guide

What is T-Money?

Use GS25 stores to top up your card

Tip #49

SKIPIn-App Tutorial

From

To

Locate your accomodation

AIRPORT

search

Information (side) PanelT-money guideTraveller Tips (weather, currency)Itinernary Guide (subway tours)Featured Event/PromotionUser Settings

Module 1.3

Journey Planner

Traveler Tips

T-Money Guide

Transportation

Subway Tours

My Settings

OK

Featured National Event #01

scro

llJourney PlannerSearch functionBrowse by subway stationBrowse by attractionLocate nearest stop

Module 2.0

Journey Planner

From

To

Set from

Set to

Hongik Station

Show Attractions

drag

Low Fidelity Wireframes


Attraction DetailsThumbnailGoogle Map viewShare to Facebook (SNS)DescriptionSubway guideDirection guide

Module 2.1

Attraction Detail


Gyeongbokgung Station Exit 5329

Go straight after exiting the station > Walk along sheltered path for 250m and you will not miss the entrance.

Gyeongbokgung Palace is arguably the most beautiful and remains the grandest of all five palaces in Korea. The premises were destroyed by fire at the time of Japanese occupation from 1592-1598. details

Subway station

Directions

Sightseeing

Google map ShareCP+Saver

CityPass+ DiscountCurrent promotionTerms & conditions

Module 2.2

CityPass+ Discount


Valid for all tourist staying in Korea for a period of more than 7 days. Please present your T-money card during payment.

Current Special• Save 25% on entrance fees• 1-for-1 hanbok photo-shoot special

websitewww.hanbokstudios.co.kr

Terms & Conditions

Sightseeing

Google map ShareCP+Saver

Edit

Trip InfoExit numbers/Directions1st/last train timingsTrip FaresGoogle/System MapsJourney Duration

Module 3.0

Trip Info

Incheon Airport Studio42 Hostel

A10

Studio42 Hostel

Hongik Station

Sinchon Station

Line to City Hall

Exit turn left upon exiting6

~ 22 mins

256

257

2

~ 48 mins / Arriving in 8 mins

System Map Google Map Fare

scro

ll

Low Fidelity Wireframes

Bookmarks (right side menu)Browse, edit, and share bookmarks

Module 3.1

Seoul Metro

From

To

Set from

Set to

Bookmarks History

From

To

Eehwa Women’s Uni.

Dongdaemeun Market

Insadong

Gyeongbokgung Pala.

From

To

/ Airport

/ Studio42 Hostel

/ Myeongdong Station

/ Hongik Station

slide


Step-by-Step guide (1 of 3)

What is T-Money?

Use GS25 stores to top up your card

Tip #49

SKIPIn-App Tutorial

From

To

Locate your accomodation

AIRPORT

search

CONVENIENT STORES / TAXI RIDES / VENDING MACHINES

THE KOREAN TRAVEL MATET-MONEY! Adult

money

SEOULCITYPASSAdult

Line

Line

Line

Line





2

4

1

3

TOURIST ESSENTIALS


Transit Card & Package

• Reduced Redundancy• Helpful/relavent info

Tourist Transit App

• Feel in Control• Maximizes trip• Not feel lost• Better preparation

Supplementary Posters

• Enhanced Visibility • Building Awareness

Hallyu Standee

• Enhanced Visibility• Manage Expectation

Overview


deliver

DISCOVER

DEFINE

DEVELOP


Touchpoints (Physical Evidence)

Websites/BlogsHallyu Wave elements

KTO WebsitesLocal Contexts

Arrival1st journey

Download App

New touchpoints provide mental aids, assisting a more efficient habitual usage

Information counters Airport help desks

StandeeTicket Machine

Full usage of T-moneyRecharging

Standee/Posters SCP+ CardWayfinding

Daily journeys

Tourist hotline numbers

Tour guides Local businesses

PostersTourist Maps/signagesLocal Community

DepartureRefund card balance

SCP+ Card

User Journey

User Actions

Static Information Resources

Dynamic Information Resources

On-Stage contact person

Back-Stage contact person

Line of Internal Interaction

Line of Visibility

Line of Interaction

understanding purchase usage explore refund

new touchpoints Source: Zeithaml, V. A., M. J. Bitner, et al. (2006). Services marketing : integrating customer focus across the firm. Boston, McGraw-Hill/Irwin.

Tourist App

Guidebooks, local maps, physical signages

Support Processes

Service Blueprint


Usage Scenario

User Profile

• 25 years old• Female (Single)• Singaporean• First visit to Korea• Solo-traveller


01Pre-flight preparationLindy is a 25 year old administrative excuetive from Singapore who is planning a holiday to use up her annual leave. She books her air tickets and accomodation online and decides to surf the web to gain some insights to her holiday.


02Downloading the AppShe encounters a web banner through the KTO website informing her of the free tourist App and decides to downloads the App through the QR code image.


03In-App TutorialShe learns how to use the App through learning about her traveling options from the airport to her hostel. This is also her first personal encounter with the term ‘T-money’.


04FamiliarizationAs this is her first time visiting Korea. She explores the App and discovers various attractions and events which helps her plan her itinernary during her trip.


05Final PreparationsIn her free time, she looks into the detail of her subway journey and considers the prospect of traveling from other various locations. She archives these trips by adding on the initial bookmark set from the tutorial.


06ArrivalUpon arrival at Incheon airport, she comes across an advertisement promoting the T-Money Seoul CityPass+. She recalls that this is what she read on the App and is reminded to purchase the card after she exits the airport.


07Entering the Seoul MetroAt the ticketing area, she comes up close with a life-size standee of popular K-Drama actor, Kim Soo Hyun and learns that the Seoul CityPass+ card can be purchased at the machines next to him.


08Purchasing the Seoul CityPass+ CardShe is impressed by the modern touch-screen interface and selects the adult option for herself and pays 3,000KRW.


09Receiving the packageThe machine dispenses a box containing the card and coupon booklet with special promotions for tourist.


10Charging the cardAs she is familiar with the RFID process with the Singapore MRT, she is familiar on the charging process and tops-up 50,000KRW while knowing that she would be able to refund any remaining balance at the end of her trip.


11Waiting for the trainWith the Seoul CityPass+ card in hand, she picks up a free city map which may come in handy during her trip. She pulls out her smart phone and confirms the directions and journey duration to her hostel.


12On the trainFeel assured that the journey will be about 50 minutes before she alights, she feels relaxed and falls into a nap to recharge herself.


13ExplorationAfter dropping her luggage at the hostel, she feels fresh from the short nap and wastes no time as heads back to the subway station to do some sightseeing. She decides to visit the Gyeongbokgong Palace so she pulls up the App for directions.


14Full usage of T-moneyAt the palace, she is reminded of the card discounts through the App and decides to capitalize on the offer. And since she has enough money in her card, she also pays using T-money, speeding up the ticketing process.


15Subsequent journeysLindy now decides to head to Myeongdong. She boards the train during the rush hour but isn’t fazed by the noise and people which may hinder her finding out where she is as the App provides her with stop-to-stop information.


16Enjoying her holidayThrough the App, she becomes confident of using the subway and manages to maximize her holiday by visiting more places.


17Going homeThroughout her trip, she utilizes the App to guide her back to her hostel through using her preset bookmarks or via manually inputting her current location.


18RechargingAs her T-money card runs low in value, she tops up the card at convenient stores while purchasing refreshments. She is again greeted by Kim Soo Hyun and is reminded that she can refund her balance credits at the GS25 store at the airport.


19DepartureAt the end of her trip, she heads to the GS25 store to refund her balace credits. However, since she had such a pleasant trip, she decides to hang onto the card as she plans to use the card again in future.

Conclusion

Next Steps

• Gaather more facts• Look into returning/frequent visitors• Interaction with local community• Bus service intergration



Leasons learned

Research

Process

• Satisfied with independent research

• Quality insights can be obtained through limited time frames

• Undertaken methods that appropriate and useful

• Discovered new methods of organizing and structuring data

• Could use better project planning


Leasons learned

Research If I were to do this project again...

Process

• Satisfied with independent research

• Quality insights can be obtained through limited time frames

• Undertaken methods that appropriate and useful

• Better aligning the needs of stakeholders by engaging them formally

• Working in a team involving a local designer and commuter

• Discovered new methods of organizing and structuring data

• Could use better project planning


End.

Special thanks to

Prof Rich Park Prof Kim Woo-Jung

improving the seoul metro tourist experience

Design

webster tai

traveling experience

platform areae

platform areag

monkey approach

seoul metrotourist experience

information misleading

stakeholder approach