Thailand Railway Service Design Project 2014

TOPLINE REPORT 2014

THAILAND RAILWAY

SERVICE DESIGN

PROJECT

01. PROJECT OVERVIEW

02. CONTEXTUAL UNDERSTANDING

03. FIELD RESEARCH

04. ANALYSIS

05. STRATEGIC POSITIONING

06. DESIGN DEVELOPMENT

07. STRATEGIC OPPORTUNITY

08. WRAP UP

INDEX


03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

INDEX




03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

`

Changes need to be to accepted in the role and functions of Bangkok

Railway Station in line with the social changes occurring in ASEAN,

the development of high speed railways, and maturing citizenry.

This railway service design project offers opportunities to review the

influence of consumer-oriented development and the potential impact

of the creation of new public transportation services in Thailand.

Introduction



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Considering a sustainable public service beyond transportation services

from a long-term oriented view

Short term

Services provided by

Thai railway and station

1st

Train

service

Long Term

Mu

st h

ave

H

igh

co

nce

pt

3rd

Public

service

Contribute to its general

acceptance as a public

service

2nd

Public

Transpo

-rtation

service

Connection with other

transportation, cities and

countries

(Buses, MRT, Taxis, etc.)

Project Perspective



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Goal

Public Services (available to everyone)

Private Services (highly satisfied)

Public + Private

Services

Public + Private

Services Satisfy various needs

of railway service

Improve service quality

Develop a profit model of

railway service

Railway

Services

Propose a new direction for the future Thailand railway service

through SERVICE DESIGN



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

DATE

2013.

Oct. 2nd week

Nov. 3rd –

4th week

Dec. 1st –

4th week

2014.

Jan. 4th week

Process

Contextual

Understanding

Research on train environment

of Thailand

On-site research, gathering

group needs

Field

Research

01. Research

Analysis

Needs analysis &

setting design principles

Planning strategic direction

Strategic

Positioning

02. Analysis

Design concept development

Drawing business & cultural

business opportunities

Design

Development

Strategic

Opportunity

03. Development


03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

INDEX

02.CONTEXTUAL UNDERSTANDING



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Conservation of the old train station

and new station development

Advanced communication design

in complex cultural space

Local community involvement and enhancing social relations

through space creation

TOD (Transit-Oriented Development)

: a city inter-connected through multiple public transportation

modes

Urban Design: New city zoning

- Train Industry In Thailand

- Social, Culture of Thailand

- Global IT Trends

- Overseas Developed Train

Cases

Key issues

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=siGqziVmpD-YtM&tbnid=kLgjY5ILzOHsMM:&ved=0CAUQjRw&url=http://blog.sylvainmary.net/index.php?id=155&ei=7TZmUsCHKYWziAfwhYHIAg&psig=AFQjCNGljIAQqHiGmmK2bqfjU_aNDy780g&ust=1382516831955501



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

We shared information on gaining a basic understanding

of Thailand, with specialists from the related fields

(transportation, railway, architecture, etc.) and planned

future direction of the project by taking into account the

various viewpoints

Together with TCDC, we discussed the current situation and

critical issues especially focused on parts to develop and how

to concretized the project‟s direction

KOREA THAILAND

Project briefing

Understanding the

current state of

Thailand

Challenges to

improving

Bangkok train station

Discussions on

project goals and

directions

Project building



04. ANALYSIS




08. WRAP UP

INDEX

03. FIELD RESEARCH



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

• Commuters

• Seasonal users

• Foreign travelers

• Seniors

• Local residents

• Railway station

management managers

• Ticket booth staffs

• Sanitation workers

• Railway industry

• IT industry

• Architecture/City

development

• Thailand economy

• Thailand culture

Users Environment Stakeholders Experts

Stakeholders Users Experts

10 10 17

Research Target



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Experts

Expert

Interview Expert

Workshop

Expert Interview / Workshop Validate hypothesis from the

previous research and find

opportunity area by related experts

from various expertise; Thai culture,

economy, IT and Korail (Korean

railway service)

User/Customers

c Focus Group

Interview Contextual

Inquiry

User

Interview

User Interview Understand usage and behaviors

of railway service and derive pain

points by different user groups

Focus Group Interview Find out how the local and

seniors perceive railway service

and what their hidden needs are

Contextual Inquiry Observe user behaviors on its

context and capture pain points

via on-site interviews

Environment

Service Safari Town Watching

Town Watching Observe railway station and

surroundings to understand how

people behave and interact in the

given space

Service Safari Observers become service users

experiencing and understanding

existing service to find out

difficulties

Stakeholders

Stakeholders Interview

Stakeholders Interview

Find out how railway service is

operated and managed and what

to improve, from

different stakeholders including

managers, ticketing staffs,

cleaners and others



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

NEEDS

User/Customers Stakeholders Environment Experts

Seamless railways experience

Segmented service by usage objective

Accuracy of information and

improvement on weak info signs

Facilities for the mobility disabled users

Basic safety, theft, robbery prevention/

management system

Improvement on ticketing

& buying channels

“I come here often so I

know where to get the

tickets but the first

time visitors will be lost

here”

- Commuter -

“There used to be

shops around the

station but now there

is no characteristics

anymore”

-local resident-

“I want kind and polite

services!”

-senior / local resident-

“I don’t know which

ticket to get”

-foreign traveler-

“I often check at the

info desk to check

platform”

-senior-

“I wish I could buy

tickets online and pay

by credit card”

- Commuter -



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Sub Exit

Ticket booth

Ticket booth

Platform 1

Rail info board

Waiting area

Stores

Information

Railway police

Temple

Temple

MRTTaxi standBus stop

PlatformEntrance

사설 Info-desk

Sub Exit

Opera-tionoffice

Staff office

Main exit

Waiting area

Stores

Platform 2

Platform 3

Clear guide to the point &

point for boarding

Ramps, no slope & barriers ,

wide & flat passage for the

mobility disabled

∙ Compose/ adjust space by user &

staff traffic and demand

∙ Naturally inviting traffic flow &

system to establish public order

∙ Easy & quick way to purchase

the tickets

∙ Integrated & diverse purchase

channels (on/offline)

∙ Flexible responses for the inquiries

∙ Delivering accurate information

quickly

∙ Providing consistent and clear human

(sensible) interactive service

∙ Easily noticeable info point (kiosk,

staff, etc.)

∙ Provide various sections to do

diverse activities

∙ Unique and participatory

cultural contents

∙ Clean & hygienic space &

facilities (toilet)

Zone1.

Platform Zone2.

Ticketing

Z1, Platform

Z2, Ticketing

Z5, Transferring

Zone5.

Transferring Z4, Waiting area

Zone4.

Waiting area

Zone3.

Info

Z3, Info. area




03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Extend welfare & benefits

to stimulate staffs’ performance

Integral management of different info

channels operated by central info tower

Efficient arrangement of duties & staffs

Managing basic environment considering

user demand & needs


“I have to do so many

works by myself”

-Ticket booth staffs-

“Train sound is noisy

within the station”

-sanitation worker-

““There are so many

questions about delay”


I wish there is an

automatic ticketing kiosk”


“It’s so difficult to manage

facilities because there are

too many users compared

to the facilities”

-Management manager-

“I think verbal

communication doesn’t

deliver information that well”

-Management manager-

NEEDS



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

“On-time service is the most meaningful aspect that public

transportation have – it can lead solving city’s congestion,

different perception on time, environmental pollution, traffic

accidents, regionalism”

Railway expert / Professor Seo at Korea National University of Transportation

“Viewing from the urban perspective, station should be located

where local life is (commercial & living)

then transportation should connect them”

Architecture/ Urban planning expert/ Professor Oh at Korea

“Station should play a role as public space where all culture

creators get together and create their own

culture. It should reflect the demand to generate

more demands”

Thai economy expert/ Mr. Lee at Korea Institute for International Economic Policy

NEEDS

Clear segmenting & targeting on different user

groups to provide differentiated service

Railway service as the base point

for the public transportation

Create integrated value for the railway service

(public + commercial service)

Perception shift on the public transportation

by providing on-time service




03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Users/Customers

Environment

Stakeholders

Experts

Pleasant basic

Environment &

facilities

Accurate

information delivery

& communication

through easy

recognition

Improvement of

ticketing & buying

channels

Improvement of

railways experience

Facilities for the

mobility disabled

users

Space optimization

for purpose of use

Reliability recovery

through on-time

service

Environment

considering user

demand & needs

Integral

management of

communication

channels

Efficient

arrangement of

duties & staffs

Extend welfare &

benefits

based on staffs’

performance

Create integrated

value for the

railway services

(public +

commercial service)

Clear segmenting &

targeting of

different user

groups

Collaborative

culture contents

Summing up



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Users/Customers

Environment

Stakeholders

Experts

Pleasant basic

Environment &

facilities

Accurate

information delivery

& communication

through easy

recognition

Improvement of

ticketing & buying

channels

Improvement of

railways experience

Facilities for the

mobility disabled

users

Space optimization

for purpose of use

Reliability recovery

through on-time

service

Environment

considering user

demand & needs

Integral

management of

communication

channels

Efficient

arrangement of

duties & staffs

Extend welfare &

benefits

based on staffs’

performance

Create integrated

value for the

railway services

(public +

commercial service)

Clear segmenting &

targeting of

different user

groups

Collaborative

culture contents

Summing up

Environment

improvement

of train

station

Communication &

information

channel improvement

Improvement

of service

experience

Profit model development &

branding

Efficient work environment



03. FIELD RESEARCH




08. WRAP UP

INDEX

04. ANALYSIS



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

1. KANO ANALYSIS

Analysis based on the

KANO Model

This method is used to analyze

the value of implementation of

each need by reviewing the

relationship between the need

and user satisfaction

Ea

sy to

imp

lem

en

t

Difficult to im

ple

ment

Ideal satisfaction

Basic satisfaction

Explicit

Needs

Latent

Needs

1

2 3



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

1. KANO

ANALYSIS

The relationship between

various needs for railway

services and levels of

satisfaction can be

identified by reviewing

the needs of users,

stakeholders, and

experts as well as insight

of designers



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

(Expert)

Explicit

Needs

Latent

Needs

(User)

The relationship between

various needs for railway

services and levels of

satisfaction can be

identified by reviewing

the needs of users,

stakeholders, and

experts as well as insight

of designers

1. KANO

ANALYSIS



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Road centered

rail centered

lifestyle shift

Inducing change

in citizenship &

social paradigm via

on-time service

Recover reliability

by on-time service

Prefer economical,

convenient & quick

transportation

Improve

perception on

railway is for

the poor

Communication

between

customers &

staffs

Improving

partnership

among

stakeholders

Central

information

managing

IT system

Sensible face-to-

face service

Kind service

Aim for

modern life

(IT info society)

Extend

transportation

service benefits

for seniors

Religion/ cultural

uniqueness

applied services

Applying user

characteristics

& diversity

Universal

Design

Compose proper

classes applying Thai

context

Infrastructure to

improve chaos of city

Preceding

policy for

repositioning

Social

repositioning

Integrated

facilities/ services

Balanced

development of

areas & cities

Railway related

transportation

connectivity

Environment (Basic Service)

EN

VIR

ON

ME

NT

CA

TE

GO

RY

Communi-cation

CO

MM

UN

ICA

TIO

N

CA

TE

GO

RY

Context

CU

ST

OM

IZA

TIO

N

CA

TE

GO

RY

Connective

CO

NN

EC

TIO

N

CA

TE

GO

RY

Categories and detailed principles are developed by grouping major needs.

2. Clustering Analysis



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

도로 중심 >

철도 중심

라이프 스타일

전홖

정시서비스 통한

시민의식의

자연스러운 변화

사회적 패러다임

정시 서비스통한

철도의 싞뢰회복

높은 경제성,

편리성 싞속성의

교통수단 선호

SRT = 가난한

사람의 교통수단

고객 &

직원들과 소통

이해관계자들간의

파트너쉽 개선

중앙정보

운영관리

IT시스템

면대면 서비스

감성 반영

친절한 안내서비스

모던라이프

지향

(IT 정보화 사회)

시니어 대중교통

서비스 혜택 확대 종교 / 문화적

습관 반영 서비스

이용객 특성

다양성 반영

서비스

Universal

Design 태국 홖경에 맞는

적정한 등급 구성

도시 인프라 개선

도시 혼잡 요소 개선

선행 정책

Repositioning

필요

복합 시설 / 서비스Social repositioning

방콕 높은 인구밀도

도시와 경제의

상생 개발 필요

철도역 중심

교통 수단 연계 및

도시 연결

Environment (Basic Service)

EN

VIR

ON

ME

NT

CA

TE

GO

RY

Communi-cation

CO

MM

UN

ICA

TIO

N

CA

TE

GO

RY

Context

CU

ST

OM

IZA

TIO

N

CA

TE

GO

RY

Connective

CO

NN

EC

TIO

N

CA

TE

GO

RY

On-time service /

Improvement of basic environment

hygiene

Stakeholders Communication

/ User-focused information environment

Application of social & cultural features,

customer characteristics,

and strength of railways

Preceding policies

2. Clustering Analysis

Categories and detailed principles are developed by grouping major needs.



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

“Thai railway service should…”

Sustainable environment

EN

VIR

ON

ME

NT

CA

TE

GO

RY

Service-Centric relationship

CO

MM

UN

ICA

TIO

N

CA

TE

GO

RY

Contextual segmentation

CU

ST

OM

IZA

TIO

N

CA

TE

GO

RY

Connectivity with Daily life

CO

NN

EC

TIO

N

CA

TE

GO

RY

Design services that can create a pleasant environment in the station e.g.) guidelines on

hygiene, control of users' movement, safety systems, and so forth.

Improve the standards of railway services.

Develop training system and manuals (customer service, internal communication) to establish service mindset of service providers.

Operate and manage efficiently by securing channels including face-to-face for stakeholders‟ comm

unication.

Secure accuracy and accessibility of various information that users (travelers, business

people) ask for (prediction by users, manageable information environment).

Precede progressive social repositioning strategy to build social & public infrastructure.

Expand customer groups by segmented services reflecting users‟ characteristics (lower

class/ seniors‟ fares).

Reflect Thai‟s inherent service sensibilities and cultural characteristics in railway experience.

Play a role of effective hub, connecting various public and Thai unique transportation modes.

Contribute to distributed generation and connectivity of cities and local communities.

3. Design Principle



03. FIELD RESEARCH

04. ANALYSIS



08. WRAP UP

INDEX




03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

The role of railways evolves along with the growth of a city,

evolving into a "HUB" that can serve as a hub for transportation,

businesses, society, and culture of Asia

The “Hub”

Development in line with other transportation modes

Transportation HUB

BUS

MRT

TAXI

SRT

Railway

Business infrastructure enhanced by railways

Convention

Center

Airport

Hotels Rail

Station

Business HUB

Railway

Cultural exchange among citizens and regional development

Culture HUB

Bangkok

(Center)

Other

Cities

Community Community

Railway

Reducing the

cultural/educational gap

Cultural exchanges

among citizens and with

foreigners



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP Functional role as public transportation means

TRANSPORTATION HUB

Essential railway

environment and services (Hygiene, safety, service standardization

and segmentation)

Opportunities for profit generation

BUSINESS HUB Environment and system

for increased usability

of railways (Improvement of IT environment/

on-time service/internal/external

communication and information)

Social & cultural base point

CULTURE HUB Contextual needs for

Thai culture (Repositioning, services reflecting mutual

growth and culture)

1. Direction



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

1. Direction

Reposition societies and community

based on railway service

“Restructuring

of Communities”

Develop sustainable business models by

redefining railway service

“Creating Business

Value”

Restore/ improve railways‟ functional and

basic elements

“Restore Trust

in Railway Service”



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

2. Design

Concept

TRANSPORTATION

HUB

CULTURE HUB Service mindset of Thailand, Community connection,

Creative education, Hub as public culture

Culture opportunities

BUSINESS HUB Railway profit model with surrounding

facilities/service(conventions, hotels, tourism, etc.)

Business opportunities

Ticketing, on-time departure &arrival

IT various channels

Communication

Moving line improvement, Flexible management,

Increased usability

Space

Communication manual, education system

Communication



03. FIELD RESEARCH

04. ANALYSIS



08. WRAP UP

INDEX


1. Design Concept

2. Concept 1: Communication & Info

3. Concept 2: Space

4. Concept 3: Tool(workshop program)



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Why can‟t I easily move from here to there?

How can I make effective use of waiting places and easily move ?

Why are things so complicated?

How can I easily get and use information in such a complicated/offline environment?

Why is it difficult to communicate with others?

How can various stakeholders effectively communicate with each other to develop better services?

“Transportation Hub!”

WHY & HOW

Design Concept



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Space

Communication & Information

Tool/ Education

Society Environ

-ment

People

Service value

as public area

“Transportation Hub!”



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Communication Space Tool

Communication needs by users according to current service journeys



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP


New information environment allowing flexible communication

by combining both online/offline environments



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

1. Booking

2. Transferring

3. Information on

waiting

4. Moving to

waiting zone

5. Searching

platform

4

A user can effectively use information service according to his purpose

6. Arriving

platform

Express & Smart Line

for businesspersons



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Service assistants carrying

baggage from the station

Book business concierge

services

Easy purchase of

a ticket

Book an e-ticket with a

mobile

Baggage sent to the

destination(e.g. a conference

hall), advance registration

with a conference

Mobile Booking


for businesspersons



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Information on various activities to

be done during one’s waiting time

inside/outside the station

Check how long one should wait for a

train with a mobile

View mobile tags or useful information to

be utilized during waiting time on KIOSK

View how to get to one‟s destination

through a mobile app

Efficient use of waiting time

with kiosk


for businesspersons



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

4


for businesspersons

Move to the destination directly.

Simplified registration at the

destination

Find the closest platform with a mobile

after shopping

Arrival at the destination via train.

Baggage already sent to a conference

venue and easy registration

Convenient arrival at one‟s

destination using a mobile



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

1. Planning

Enjoyable experiences at the station with various services

2. Transferring

3. Moving

4. Ticketing +

Welcome

Package

5. Waiting + Info

searching

6. Searching

platform

7. Activities on

train

Flexible & Joyful Line

for Traveler



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Services based on the web

and kiosk

Obtain information

on travelling and

request services

Find information on trains

and Thai culture through

the web

Easily move to a

destination

Find a ticket booth

through KIOSK

Request the Welcome

package

Signs are provided to assist

a user in finding locations

and attendants for foreigners


for Traveler



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Information services

with kisok during

waiting time

Pleasant waiting

experience

Receive a ticket and welcome

PKG from a booth designated

for foreigners

Take a break in a group waiting

zone and receive travel

information before heading

toward a destination


for Traveler



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP


for Traveler

Services helping a user find a

platform with display devices

and tickets

Pleasant transfer

Intuitively find a platform and

train with a display device and

train

Use the items in the package

(information note + mango

chocolate + travel journal



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP


Vitalize the places

around the station and

connect them with other

areas via train or other

means of transportation

CONNECTING

WITH

SURROUNDINGS

COEXISTING

SHARED SPACE

FLEXIBLE

SPACING &

ZONING

Create the identity of the

Thai history and offer

information tailored to a

user

Provide efficient space

for the train staffs

Create an environment

within the station in line

with the culture and

characteristics of railway

users

Create facilities and

space to facilitate

convenience of railway

users



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Connecting with Surroundings

Khaosan

road

Hotels

Convention

center(BCC)

Convention

center(IMPACT)

Convention

center(BITEC)

Convention

center(QSNCC)

Hotels

Thanon

phahurat

Bangkok

Station

China town

Siam

Square

Lumphini

Park

Potential urban growth

by connecting

convention centers with

hotel and major tourist

attractions, centered on

Bangkok Station

Growth of MICE

Industry & Corporate Investment

in Bangkok

Currently, there are no

effective means of

public transportation to

major convention

centers in Bangkok



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Smart Port

Raw

Storyteller

Organic

Functionality

A multi-modal transfer center

that can allow users to freely

move around in various

regions/cities and use a variety

of commercial facilities in

Thailand

Connecting w

ith S

urr

oundin

gs

Coexis

ting S

hare

d S

pace

F

lexib

le S

pacin

g &

Zonin

g

1. Physical and systemic connectivity

2. Shelter & “basecamp” for the public

Building identity representing

local characteristics

where the local and foreigners

coexist and interact in their own

way

1. Space containing „raw‟ identity

2. Various user segments become storytellers

3. Display of interactive contents using daily space

An organic system allowing a

user to have the discretion to

select and combine desired

functions at his convenience

1. Applying flexibility by embracing diversity

2. Utilizing easily manageable modularization

Design Keywords



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP


Workshop Program

Service

Conceptualization

Communication

Reinforcement

Collaborative Profit

Service Model

Shift of Social Culture

Shape good service

for Everyone

Customer oriented &

Co-work environment

Collaborative

Business Partnership

Sustainable Cultural

Community



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Program Plan

3month

Initial

Program

Shape good service

for Everyone

Customer oriented &

Co-work environment

Collaborative



Community

01 • Finding needs of service

providers & users

• Draw outline of service

01 Develop service for the

mobility disabled

02 Service program

collaborating with retirees

01 Build business models by

service outline

02 Develop service applying

OTOP

01 Establish safe & sustainable

(surrounding) environment



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Program Layout

Sharing service needs • users, culture, station environment

• Share thoughts on definition &

targeting public service

Fostering communication Understand needs and environment

of internal communication

Generating profit Find out commercial business

model by station/ environment

1. Understand user needs/ station

environment via service safari method

2. Arrange key factors by mapping

found opportunities

• Build service challenge/

future service map

3. Develop ideas enabling active internal

communication/ user centered

service offering

1. Feedback from users & internal

departments

2. Apply service opportunities on CS

department

3. Co-creation & inspection through expert workshops

with on-site application & analysis

• Develop scenario of new

service opportunities &

strategic direction

• Communication guide

• Develop strategies for

station’s business model

(3 months)



03. FIELD RESEARCH

04. ANALYSIS



08. WRAP UP

INDEX




03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Strong Business Model Cultural services for the public good

Connection

with other

transportation

BUSINESS

HUB

LAYER

Connection

with other

industries

Own commercial

facilities/ services Link with other

(commercial)

facilities

CULTURE

HUB LAYER

Landmark-tize

Special event venue Communal facilities

Point for cultural

education

Rail +Tour programs

Combining characteristics of

culture/ climate/ history

Touch point

for Thai culture

Tourism package

linked with other

cities/ countries

Aim for distributed generation via tourism

Railway

service



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Railway

service

1

2

3 8

5

7

6

4

5

8

Strategic

Opportunities

Venue for

international

events (Olympics)

Movie, drama, etc.

Connection

with other

industries

Own commercial

facilities/ services

Special event

venue Starting point

of major events

Rail+Tour programs

combining characteristics

of culture/ climate/ history e.g. JJ market, umbrella market

Express

business center

Connection

with other

transportation

Link with other

(commercial)

facilities

Library, park, museum

Cultural center - IT

Hospital, school

OTOP

(One Tambon

One Product)

Cultural package

with cities/ countries

Communal

facilities Base point for

cultural convergence

Residence (apartments)

Religious/ historical place

Mall

Career

center

Outsourcing

management

(toilet, cleaning)

Commercial space

in station

F&B service on board

& convenient facilities

Wedding

Hotel

MICE

Local market/ road

Freight

Medical

tourism

Country/ city

tour package

Traditional market



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Railway

service

Mall

의료 관광 도시/국가 관광 패키지 상품

전통 마켓

Venue for

international

events (Olympics)

Movie, drama, etc.

병원, 학교

Connection with

other

transportation

Connection with

other industries

Own commercial

facilities/

services

Link with other

(commercial)

facilities

CULTURE HUB LAYER

BUSINESS HUB LAYER

1

2

3 8

5

7

6

Library, park, museum

Cultural center - IT

Hospital, school

OTOP

(One Tambon

One Product)

Cultural package

with cities/ countries

Communal

facilities Base point for

cultural convergence

Special event

venue Starting point

of major events

Rail+Tour programs

combining characteristics

of culture/ climate/ history e.g. JJ market, umbrella market

Career

center

Outsourcing

management

(toilet, cleaning)

Commercial space

in station

F&B service on board

& convenient facilities

Wedding

Hotel

MICE

Local market/ road

Religious/ historical

place

4

Historic gate of Kanazawa Japan‟s oldest city Kanazawa has

built past & future coexisting station &

wooden gate

CO-CREATING TEMPLE Build co-creating Buddhism temple/

statue

5

JR City Hakata JR Hakata city as complex

transit transfer center with

commercial area

TRADITION TO

MODERN MARKET Selling regional specialities at

commercial space where many people pass by

Back on track UK railway generated huge profit

after separate freight railroad

allocated

HYBRID DELIVERY

SERVICE Long-term contract with corporate

logistics, personal parcel service

for online/ home shopping

8

Freight

Strategic

Opportunities



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Departure~airport~railway

~destination - Connected railway to convention venue to hotel

- Direct sending of luggage to destination

- Customised tour during left time

- Expansion of MICE Lane Service

교통 서비스

Translators

F&B service

Event/ convention

planners

Travel agencies

Tour package

connecting

regions/ countries

Medical

tourism

Retirement

cruise railway

Honey moon

Convention

centers

Long-term residency

Convention & corporate meetings

ICT & Culture-

related conventions

Incentive tourism - Corporate travelling

- Incentive travelling

- Retirement travelling

TOTAL MICE

EXPERIENCE

Special experience of customized one-stop

business travel offered as soon as a user arrives

in Thailand, ranging from a convention to a tour

through services aligned with infrastructure

Transportation

service

Recommendation #1



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

B2C Personal parcel/

delivery

B2B Corporate

logistics related

with corporations

Personal

pick-up

Own/ external

delivery

Deliver to home/

company

B2C + B2B

Central warehouse of collecting

& distributing within station

Home & online

shopping,

personal parcel

(city, country)

Outsourcing

manufacturing

corporation

(IN/ OUT)

HYBRID DELIVERY

BUSINESS

Build an original image of the

Thai railway through high-

speed & convenient

transportation and position it

as the logistic hub of

Southeast Asia

Recommendation #2



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP OTOP store/ market within

commercial/ cultural complex (Secure shortest distance to platform)

Biz

Experts Designer

Local

Community

Development of

local specialty

Profit

Local

Master COLLABORATIVE

OTOP MARKET

Enrich experiences of

customers through specialties

representing Thailand and

promote development of small

local businesses and balanced

growth throughout Thailand

Recommendation #3



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

⁻ Library for public empowerment

⁻ Hospital for public wellness(Increase of

medical tourism )

⁻ Park as public shelter (Urban oasis)

⁻ Museum of Thai history

PUBLIC FACILITIES FOR

COMMUNITY Library, hospital, park, museum

TOTAL MICE

EXPERIENCE

COLLABORATIVE

OTOP MARKET

⁻ The OTOP market will generate various

tour programs and local business

opportunities

⁻ It will provide social and public services

in education

PUBLIC INSTITUTIONS

FOR CREATIVITY School, culture centers

HYBRID

DELIVERY

BUSINESS

- Freight warehouse will create diverse job

opportunities (operation, delivery, etc.)

- it could be used as job posting & searching

center for the locals, particularly for seniors.

CAREER & JOB

SEARCHING CENTER Concentration of floating population

Changes in Railways



03. FIELD RESEARCH

04. ANALYSIS




INDEX

08. WRAP UP



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Restoration and improvement of basic functional

elements of railways

Strategic Implementation

Transpor

-tation

Establishment of profit-creating models

and enhanced value of railway services

Business

Expansion of culture and

connection of urban areas with

railway services

Culture

Time

Pro

ce

ss



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Benefit

⁻ Solving problems in the existing

railway services

⁻ Restoration of railway services through

overhaul of communication systems

⁻ Establishment of various smart

channel solutions Tra

nspo

rtation

⁻ Increasing use of railways and

diversification of customers

⁻ Synergy effects and profits creation by

railway networks aligned with

infrastructure

Busin

ess

⁻ Creation of a brand by combining Thai

culture with railway services

⁻ Increased cultural exchange among

networks Culture

ขอขอบ คุณ คุณ 감 사 합 니 다

Appendix



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

FR

ON

T S

IDE

B

AC

K S

IDE

Visual information at a glance Ticket Information

Design (UI)




03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Easily distinguish platform info Sign board


Information

Design (UI)



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP


Information

Design (UI) Considering usage context & perception sequence by user

Digital signage



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP


Information

Design (UI) Interactive real-time local info & customized service mode

Mobile application



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

Workshop(long term)

Program Participants

• Network collaboration plan

• Build-up for service innovation within station

middle • Station visitors

• Local community/ citizens

• SRT on-site staff/ operation,

planning department

• Design thinking for the public service

• Public service innovation by the local citizens

advanced

• Service training program for various customer groups

• Applying service design for internal communication among departments

middle • Station visitors

• Other organizations


planning

department • Establish infrastructure fostering communication with customers

• Way to increase quality by strengthening professionalism

• User centered environment through CS department

advanced

• Generating business model by finding & implementing new

value of existing market Idea generation for fund raising & promotion plan

middle

• Staff in charge of funding

at local commercial association

• Volunteer(fund raising)

• Sponsoring corporations

(Social enterprise)

• Local market retailers

• Biz participants (group • SRT on-site staff/ operation,

planning department

• Support retail dealers & discover creative biz

advanced

• Design plan to make collaborative relationship with local community

• Cultural program by seasonal space usage

middle • Various artists

• External cultural organizations

• Local community/ citizens


planning department • Build identity of railway collaborating local artist/ cultural organizations

• Establish sustainable cultural environment by participation

and contribution of local community and citizens

advanced

Subject

Shape good service

for Everyone

Customer oriented &

Co-work environment

Collaborative



Community




03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

#1. TOTAL MICE EXPERIENCE

Accessibility &

Seamless

service

Generate

specialized

business leisure

experience via

service & infra

connection from

convention to

tourism –

customized one-

stop business

travel experience

- MICE organization

(TCEB)

- Convention centers

- Travel agencies

- Hotels

- Public transportation

- Airline

- Int. convention

association (ICCA)

- Asia convention

association (AACVB)

- Abundant tourism

resources & infra

- Gov‟t support on MICE

- Directly connected

railway with convention

centers & hotels

- Professional skills for

business tour

- Diverse MICE

services via one-stop

- door-to-door

concierge service

- Provide customized tour

info/ service for

traveller‟s schedule

DIVERSIFIED

Convention &

Corporate meetings

Neighboring Asian

countries & culture/ ICT

corporations

Incentive trip

Culture, experience oriented

programs for Western

countries & resort

focused Asian countries

Retirement travel

Medical tourist + long-

term residential leisure

- Flexible business

facilitator/ organizer

- Creative assistance

- Long-term/ loyal

relationship

Various promotional

activities & integral

convention services with

TCEB

DYNAMIC PRICING

Need pricing strategy for diversely segmented

services to target various customer groups

VALUE DRIVEN (value creation)

Significant to retain customers through high

quality and differentiated service



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

#2. HYBRID DELIVERY BUSINESS

Convenience &

Hybrid service

Establish service

versatility image

by quick & seam

-less delivery

service of railway and

position as

freight hub in

Southeast Asia

- Global logistic

companies

- Manufacturers in

Southeast Asia

- AEC

- Home shopping

- Online shopping malls

- Other transportations

(BTSC, BMA, BMCL, etc.)

- Thailand post

- Local communities

- Seniors

- Trade power

- Railway infra connected

cross-continent

- Strong manufacturing

infra (labor)

- Many internet users

Delivering corporate

logistics in contract

with manufacturers

Online/ home

shopping delivery

service & personal

parcel service

NICHE MARKET

Corporate logistic

companies &

manufacturers

Personal parcel,

shopping companies

Mission sniper

&

Communal logistics

provider

- Long-term contract

with manufacturers &

delivery services

- Warehouse within

station

FIXED PRICING (with seasonal variation)

Provide list price depending on product type,

volume, delivery period, distance and contract

COST DRIVEN (fixed & variable cost)

Minimize variable cost and optimize cost structure

in order to fulfil a role as consistent business model



03. FIELD RESEARCH

04. ANALYSIS




08. WRAP UP

#3. COLLABORATIVE OTOP MARKET

Branding &

Communal profit

sharing

Increase experience of

tourists with

representing

products and grow SEMs

and promote even growth

of all

regions

- The Small and Medium

Enterprises Promotion

Office

- 76 local regions

- Designers

- TCDC

- Craftsmen/ masters

- Business experts/

angels

- OTOP know-how &

national support infra

- OTOP specialized

stores & convention

- Various tour resources by

region

- Develop OTOP

products through

collaboration

- Set up OTOP theme

market

- Develop tour program

connected with local

specialties

- Set up as local SME

MASS TO MASTIGE

- Foreigners who like to

experience & purchase

culture

- Foreign buyers

- Human resources who can

further develop to SMEs and

local identity

Creative presenter &

Future business

incubator

Introduce local tour

and grow SEMs for

constant promotion &

development of

services

ASSET SALES & COMMUNITY PROFIT SHARING

Distribute & share profits from product revenues. Invest in

developing new services and local business

VALUE DRIVEN (value creation)

Constant investment & management is needed to deliver the

value of local specialities

Thailand Railway Service Design Project 2014

Design

Transcript of Thailand Railway Service Design Project 2014