SUSTAINABLE MOBILITYIN FUTURE CITIES:

Enhancing the customer experience within public transportation systemsRui Salgado Carreira – FEUP

Outline

PhD thesis on Designing the travel experience

MSc thesis on Mobile scenery visualization and analysis in transport vehicles

Outline

PhD thesis on Designing the travel experience: identification and incorporation of passenger experience factors in new public transportation product-service system development

Research framework

Transport settings’ description

Qualitative, Quantitative and Incorporation results

Contributions

Research framework

Incorporate Experience factors into attributes (designer perspective)

Transport settingsWeekly river cruises that include bus excursions:

“experience-centric trips”

Qualitative study:

- 22 tourists + 3 tour guides

- 6 nationalities;

Exploratory quantitative study:

- 587 tourists (29% valid)

- 16 nationalities

Regional and mid-distance bus transportation:

“utilitarian trips”

Qualitative study:

- 27 passengers

- 2 nationalities;

Quantitative study:

- 116 + 1480 passengers (80% valid)

- 10 nationalities

Experience factors (i.e. EFs)

Cleanliness

Comfort

Easy accessibility

Safety

Visibility of the scenery

Waiting time

Social

environment

Staff’s skills

Information provision

On-board entertainment

Off-board services

Aggregate qualitative results

Emotional component

• Positive

•Negative

Sensorial Component

• Vision

• Audition

• Smell

• Touch

• Taste

CognitiveComponent

•Overall Assessment

Individual space: Passenger physical support and room available

Information provision: Information provided before or during the actual trip

Staff's skills: Related with the personnel's overall performance

Social environment: Interaction with other people, either known passengers or the ones with the same interests

Vehicle maintenance: Cleanliness of the individual seat and overall mechanical soundness of the vehicle

Off-board facilities: Overall conditions available in the physical terminal

Ticket line service: Empathy and speed of the service provided in the physical facilities

Travel experience scale dimensions (i.e Experience Factors)

Impact of EFs on EC (e.g. Emotions)Individual space

Negative emotions

Positive emotions

Ticketline service

Off-board facilities

Information provision

Staff's skills

Vehicle maintenance

Social Environment

Kansei EngineeringMethodologyExtended (1+2)

Contributions– in-depth understanding of the travel experience, from a holistic perspective,

involving all moments of interaction and attributes which are not usually

controlled by providers

– multiple item scale to measure the travel experience, and impact of experience

factors on customer responses and loyalty

– better incorporation of the customer experience developing an extended Kansei

engineering methodology

– the design of new public transportation as an integrated whole (i.e. Product-

Service System) is improved through the development of an affective oriented

methodology to enhance the customer experience.

Understand

Incorporate

Outline

MSc thesis on using outward built-in video cameras in a vehicle to improve passenger mobile information and

interaction with the sceneryMotivation

System architecture

Routes and Points of Interest

Mobile application screen

Contributions

Limited seats at the front/ top of vehicle, and some of the few window seats might not provide an adequate visibility due to window size, advertising, or even lack of cleanliness.

Motivation

System architecture

Third Route

Second RouteFirst Route

Routes

Points of InterestClérigos’s tower Carmelitas’s Church Porto Town Hall UPTEC building

Mobile application screen

Contributions

- Geolocation is improved by combining GPS with Image Analysis

- Passenger mobile information and interaction with the scenery is enhanced using Image Analysis

SUSTAINABLE MOBILITYIN FUTURE CITIES:Enhancing the customer experience within public transportation systems

Thank you!Rui Salgado Carreira – ruicar@fe.up.pt