Mobilis in mobile

MOBILIS IN MOBILEANDREA RESMINI

MOBX 12 BERLIN

ANDREA @RESMINI – BEYOND MOBILE – MOBX 12

GOTHENBURG, SWEDEN


GOTHENBURG, SWEDEN

Traffic on the roads is expected to increase 36% in Western Sweden between 2005 and 2025

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GOTHENBURG, SWEDEN


Transport-related CO2 emissions to decrease by 4% in 2010 and by 75% in 2050 in respect to 1990


GOTHENBURG, SWEDEN


Transport-related CO2 emissions to decrease by 4% in 2010 and by 75% in 2050 in respect to 1990

Public transport travel in the Gothenburg area should increase from 24% to 40% in 2025

ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011

DROP CAR USAGE

Car usage should drop from 65% to 35%


FEASIBLE?

The goal would be met if car commuters switched to walking, bicycling, or public transport one day per week


BUT MUCH TO CONSIDER

Impacting collective transport behavior is a complex proposition where a multitude of factors weigh in

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BETTER ROADS


BETTER SERVICES


BETTER INFORMATION


OR BETTER ... MH?


All of these have pros and cons in respect to a better, sustainable public transportation model for everyday travel

PROS AND CONS


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BETTER ROADS = MORE TRAFFIC


CO-MODAL TRAVELING

“A transport policy which promotes the interoperability of all transport modes and means of transport on their own and in combination to obtain optimal and sustainable utilization of resources”


CO-MODAL TRAVELING

CAR

BUS TRAIN

WALK

TRAMWALK HOME

BIKE

?


A BETTER SYSTEM


CO-MODALITY IS

More sustainable but less comfortable


more sustainable but less comfortable

requires more, coordinated information and relies on a multitude of touchpoints

CO-MODALITY IS


more sustainable but less comfortable

requires more, coordinated information and relies on a multitude of touchpoints

ultimately requires the development of a cross-channel approach

CO-MODALITY IS


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TORSLANDA


CAR COMMUTERS


THE WRONG ANSWER?


http://www.flickr.com/photos/mescon/3763672602/

A TRAVEL PLANNER APP!


Jönköpings Lanstrafiken

Jönköpings Kurir

SJ CPH Airport

Swebus

Landvetter Airport

Berlin Metro Map

VIP Taxi Berlin

Berlin Tegel AirportFLY'on

Lyon Metro & Tramway

Bike Share Status


our needs change through time, in the short and in the long period, and are shaped in accordance with the place

we currently are

WHEN TRAVELING


process

whew!

...

@#%!???

bus car signage print mobile

USER EXPERIENCE


SO, THE ANSWER?

THE MATRIX


MULTI-CHANNEL VS CROSS-CHANNEL

ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 contropiano.org

AT YOUR LOCAL BRANCH


ONLINE BANKING

ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 agricorner.com

PHONE BANKING

WE ALL HAD OUR TEDDY, RIGHT?

TEDDIES HAVE GONE A LOOONG WAY

From the point of view of the user this is not a stand-alone

product anymore It's a system. An experience

FROM PRODUCT TO ECOSYSTEM


A SEAMLESS EXPERIENCE


OPEN ECOLOGY

city transport is an open ecology where a number of

players participate, and some compete


CAR

BUS TRAIN

TRAM

SIGNSWALK HOME

BIKE

STOPS

PPEOPLE


WHY USE ONE'S CAR?

the two primary factors for using one's car were found to be control and risk reduction


PEOPLE WANT CONTROL


PUBLIC MEANS OF TRANSPORT?

an immediate loss of control and an uneven lack of

information along the journey

ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/

GIVE THEM AN APP THEN, BUT ..

make the app a fitting piece of a larger

cross-channel strategy, not the only control point


REFACTOR AND REFIT

change the travel planner into an information broker, a

personal travel manager and call it ARB (not really necessary)


INTEGRATE ACROSS CHANNELS

ARB integrates seamlessly with the many other

touchpoints commuters find along their way when using

co-modal transport


CAR

BUS TRAIN

TRAM

SIGNSWALK HOME

BIKE

STOPS

PPEOPLEAPP


A CONSISTENT EXPERIENCE

ARB ties all different pieces of the journey into a consistent experience, always providing

clues on what already happened and what is going to happen next


MAIN TASK: PROVIDE INFORMATION

information allows them to maximize their choices and go

beyond a bad commuting experience or simple satisficing


DO NOT INTRUDE

very much like a secretary, ARB works in the background

to oversee processes and assure that everything runs

smoothly and on time


CUT DOWN ON FEATURES

strip away everything that does not belong or reinforces the new paradigm and do not

duplicate functions


TWO DIFFERENT SITUATIONS

normal conditions, when everything works as as expected

difficult conditions, when something disrupts the normal

flow of events


IN NORMAL SITUATIONS

ARB plays a subdued role as an intelligent alarm / reminder, and as a confirmation point. It sends

off proactive warnings and notifies of upcoming changes in status


IN DIFFICULT SITUATIONS

ARB turns proactive warnings into operative suggestions for

alternative paths to route around blocks, delays, or

missed connections


BE A TEAM PLAYER

other information sources available in place are to be

considered and not downplayed nor second-guessed


WORK SEAMLESSLY

● touchpoints have to move from being competitors to

being seamless co-providers


PLAY YOUR STRENGTHS

don't try to be everythingusers will use other channels no

matter what you try or do


OPPORTUNITIES IN NEGATIVE SPACES

the availability of information at key decisional points and in

between decision points is a crucial factor in a successful

cross-channel strategy


POINT-OF-NO-RETURN

at some point of the commuting leg backing out

of the process is more impractical than going

forward no matter what


BE A SILENT, WATCHFUL PARTNER

favor passive acquisition of information and do not

require constant user attention or participation


BE MULTI-MODAL

use sound, movement (buzz), color and shape to convey

different levels of importance and urgency


USE AMBIENT SIGNIFIERS

ARB provides audio signals for key places. These could be

musical cues, or fully-formed messages or melodies uniquely

attached to a single location


ADD WHEN IT MAKES SENSE

For example, why not provide dynamic calculation of the

estimated time of arrival (ETA)?


LEARN THE POWER OF TAKE AWAY

in a city center, many touchpoints mean also many

alternative means of transport available

simplify and reduce choices


BRIEF RECAP

be a team playerdon't try to be everything

work with the ecosystembe a quiet partner


book


THANK YOU

Andrea @Resmini http://andrearesmini.com

Mobilis in mobile

Design

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