THAILAND RAILWAY SERVICE DESIGN

THAILAND RAILWAY SERVICE DESIGN PROJECT" TOPLINE REPORT

TABLE OF CONTENTS

PROJECT OVERVIEW- Project Background - Project Objectives - Project Framework CONTEXTUAL UNDERSTANDING- Thailand Desk Research- Benchmark- Trends - Key Takeaways FIELD RESEARCH- User- Environment - Stakeholders- Expert

COMPETITIVE ANALYSIS- KANO Analysis- Design Principles !STRATEGIC POSITIONING - Strategic Direction- Strategic Positioning DESIGN DEVELOPMENT!- Design Challenge- Design Concepts!STRATEGIC PLANNING- Strategic Opportunities APPENDIX!

1.  This project has been initiated by KIDP as ‘international design sharing business’ in order to share and exchange design capability and foster competences.

2.  This topline report provides strategic direction and viable implementation plan for Thailand railway service, adopting service design approach and methodologies.

Project Initiative

PROJECT OVERVIEW

Project Background

TCDC Bangkok

On-location team

KTF Task Force

In Seoul

ADV Advisory Group

In Seoul

KIDP Korean Institute of Design Promotion

•  Service Design •  Korea Railway •  Transportation Service •  Architecture •  Information Technology

This project has been mutually conducted in conjunction with TCDC from project planning, research to strategic planning

PROJECT OVERVIEW

Project Objectives

Project Objectives

Train Station��

Public Transportation��

Public Service��

Service provided by Thai railway and station

Connection with other transportation/ cities/

countries��

Railway service as public service

INITIAL SCOPE Understanding problems of Hua Lamphong station and find ways to solve by adopting service design

approach�� SERVICE

EXPERIENCE

BUSINESS MODEL

PUBLIC SERVICE SYSTEM

The objective of this project is to; provide overall direction in redefining to reposition Thai railway service for the following 20 years. "In order to achieve this goal, system(infra) for the public service and profit generating model and service(model) experience have to be developed to make various service providers and users mutually exchange values and create eco system around railway service."

��

Understand Thai context & plan research

Define problems & buildhypothesis

Contextual Understanding

Field Research

Competitive Analysis

Undertake field research & gather information

Find opportunityareas

Plan forstrategic direction

Strategic Positioning

Strategic Planning

PROJECT PROCESS Develop design concepts

Design Development

DATE 2013. Oct. 2nd week��

Oct. 1st – 2nd week��

Oct. 3rd – Nov. 1st week��

Nov. 2nd week�� Nov. 3rd – 4th week��

Dec. 1st – 4th week��

Dec. 4th - 2014. Jan. 2nd week��

Jan. 3rd – 4th week��

01 CONTEXTUAL "UNDERSTANDING

Before undertaking field research, understanding various aspects of Thai context had to be carried out precedently.

Desk research��

Benchmark�� Trend research��

✓  Importance of transportation infrastructure ✓  Rapid social and economic changes ✓  Increase in using Internet & mobile devices ✓  Division in social classes & loyal families ✓  Multi-culture (western + tradition)

Kings cross station, England Open space in front of the station, energy efficient building with commercial & public space Dutch railway, Netherlands Innovation in transferring focusing on safety & real-time info feed

✓  Crowdcracked ✓  Internet of caring things ✓  Faithfacturing ✓  Active senior ✓  Urban design ✓  TOD

‘Smart’ society: high digital familiarity Big data leads smart space: seam-less info delivering Society of Active Seniors Strong culture roots: personal cultural spending increases New Urbanism: energy efficiency + electronic vehicles + green environment ��

Contextual�� consideration��

City - Policy - Urban planning- Change…

Transportation service - System - Design - Solution …

Global trends - IT- Ageing society- Culture - Religion- Transportation …��

Contextual consideration - ‘Smart’ society - Big data leads smart space - Society of Active Seniors - Strong culture roots - New Urbanism ��

Infrastructure - Industry - Transportation - Culture - Religion …

Railway - Service - Architecture - Environment …

Social issues - Ageing - seniors - Public services - Government …

Process CONTEXTUAL UNDERSTANDING

1-1

02 FIELD RESEARCH

Research Design

Various service providers and partners around Thailand railway service have been observed and interviewed��

ENVIRONMENT��

EXPERTS��

STAKEHOLDERS ��

USERS Understand usage and behaviors of railway service and derive pain points by different user groups

Observe user behaviors on its context and capture pain points via on-site interviews

Find out how the local and seniors perceive railway service and what their hidden needs are

Observers become service users experiencing and understanding existing service to find out difficulties ��

Observe railway station and surroundings to understand how people behave and interact in the given space

Find out how railway service is operated and managed and what to improve, from different stakeholders including managers, ticketing staffs, cleaners and others ��

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). ��

Field Research For Thailand

Railway Service

User Interview

Focus Group Interview

Contextual Inquiry

Stakeholders Interview

Expert Interview

Service Safari

Town Watching

Expert Workshop

USERS��

STAKEHOLDERS��

ENVIRONMENT��

EXPERTS��

User Interview

Contextual Inquiry

Focus Group Interview

Service Safari

Town watching

FIELD RESEARCH

2-1

User

“I wanted to experience something new”

“It’s public service which means it should be free of charge”

“I don’t know which ticket to get”

“I often check at the info desk to check platform”

“Getting ticket on-site is inconvenient”

“I wish I could buy tickets online and pay by credit card”

“I want kind and polite services!”

“I have to be always cautious when I cross the road. Pedestrian road isn’t well built”

“I come here often so I know where to get the the tickets but the first time visitors will be lost here”

“There used to be shops around the station but now there is no characteristics any more”

FIELD RCH

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 !

Findings Needs

FIELD RESEARCH

2-2

Environment FIELD RCH

Findings Stores��

Sub Exit��

Ticket booth��

Ticket booth ��

Platform 1��

Rail info board��

Waiting area��

Stores��

Information��

Railway police��

Temple��

Temple��

Platform 2��

Platform 3�� Waiting area��

MRT��

Taxi stand��

Bus stop��

Platform Entrance��

사설�� Info-desk��

Sub Exit��

Opera-tion office��

Staff office��

Main exit��

Zone 5. Transferring ��

Disordered & unstructured space, no direction sign, unclear boarding point��

Zone 4. Waiting��

Not many activities to do, perceived as ‘dirty & unhygienic’��

Zone 2. Ticketing ��

Low efficiency in getting the job done, not delivering real-time info, too crowded��

Zone1. Platform

No guide info, poor staff working space, no identity, bad indoor hygiene, crowded ��

Zone 3. Info ��

Not enough info guide, inaccurate & obscure info board ✔ Compose/ adjust !

space by user & !staff traffic and !demand!

!

✔ Naturally inviting !traffic flow & system to establish public !order !

✔ Clear guide to the point & !point for boarding!

✔ Ramps, no slope & barriers , wide & flat passage for the mobility disabled !

✔ 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)!

FIELD RESEARCH

2-3

Stakeholder FIELD RCH

“I wish there is an automatic ticketing kiosk”

“There are so many questions about delay”

“It’s so difficult to manage facilities because there are too many users compared to the facilities”

“I think verbal communication doesn’t deliver information that well”

“Train sound is noisy within the station”

“I have to do so many works by myself”

�� Integral management of different info !channels operated by central info tower!

Efficient arrangement of duties & staffs!

Managing basic environment considering !user demand & needs !

Extend welfare &�� benefits !to stimulate staffs’ performance !

Findings Needs

FIELD RESEARCH

2-4

Expert

Findings

Railway expert / Professor Seo at Korea National University of Transportation

“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”

Architecture/ Urban planning expert/ Professor Oh at Korea University

Culture expert / Mr. Yoon at Korail

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

FIELD RCH

“Viewing from the urban perspective, station should be located where local life is (commercial & living) then transportation should connect them”

“Thais’ ‘malling’ culture should be reflected as well as various user segments. Station should be cultural space not just the transportation base”

“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”

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!

Needs

FIELD RESEARCH

2-4

03 COMPETITIVE "ANALYSIS

Improve waiting/ moving difficulties��

Hygiene improvement��

Extend transportation service benefits for seniors��

System for basic safety & theftprevention��

Improve perception on railway is for the poor��

Service subdivision by income level��

Improve information of tickets�� Raise service

level then standardize

Kind info service��

KANO Analysis

Clustering Analysis

Recompose SRT or privatization��

Social repositioning��

Applying user characteristics & diversity

Improving partnership among stakeholders��

Strengthen efficiency of freight service��

Waiting service��

Emotional service��

Road centeredà rail centered infra value shift

Religion/ cultural uniqueness applied services��

Preceding policy for repositioning��

Infrastructure to improve chaotic city

Provide facility/ service considering using objectives

Inducing change in citizenship & social paradigm��

Improving working environment of service providers�� Central

information IT system��

Station centeredtransportation & city connection�� On-time

service��

User centredservices��

Monopoly SRT – inefficient operation & management ��

Job for active seniors��

Indistinctive station development with past trace��

ON-TIME Service

Facility service considering convenience��

Aim for modern life

Improving environment system��

Compose proper classes applying Thai context

Railway related transportation connectivity��

Prefer economical, convenient & quick transportation��

Ticket/ easy-to-purchase system��

On-time service enabling system

Accurate rail related info delivery��

Problems on internal/external communication means��

UNIVERSAL DESIGN��

Develop railway strengths��

Efficient employee managing system��

Improve public awareness & manage hygiene considering demand

2. STAKE- HOLDERS needs

3. EXPERT insight

4. DESIGNER insight ��

1. USER needs

After collecting vast amount of facts, user needs have been considered as key parameters supported by stakeholders’ needs then, insights of experts and designers have been used as backed up rationale. Clustered affinities have been placed on KANO model and meaningful patterns with similar needs have been clustered as affinity groups.

COMPETITIVE ANALYSIS

3-1

KANO Analysis COMPETITIVE ANALYSIS

3-1

Road centeredà 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


Facilities considering convenience


Improving waiting environment��

Improve environment system��


Communication between customers & staffs��

Improving partnership among stakeholders

Central information managing IT system��

Improve working environment of service providers

Sensible face-to-face service Kind service

Aim for modern life (IT info society)��


Improve information of tickets��


Accurate rail related info delivery

Extend transportation service benefits for seniors



Universal design Compose proper classes applying Thai context

Job for active seniors Service subdivision by income level


Indistinctive station Development with past trace

Infrastructure to improve chaos of city


Social repositioning Integrated facilities/ services

Balanced development of areas & cities ��


ENVIRONMENT CATEGORY Fundamental service/ environment improvement

COMMUNICATION CATEGORY User centered info & communication

CUSTOMIZATION CATEGORY Applying social & cultural characteristics

CONNECTION CATEGORY Connecting with environment and society

Design Principles

COMPETITIVE ANALYSIS

3-2

Sustainable environment

ENVIRO

NM

ENT

CATEG

ORY��

Service Centric relationship

CO

MM

UN

ICATIO

N

CATEG

ORY

Contextual segmentation

CU

STOM

IZATION

C

ATEGO

RY

Connectivity with Daily life

CO

NN

ECTIO

N

CATEG

ORY

Increase spatial comfort by the fundamental environment guide (needs) Enabling sustainable experiences and self-differentiation within the space

Develop training system and manuals (customer service, internal communication) to establish service mind of service providers Operate and manage efficiently by securing channels including face-to-face for stakeholders’ communication 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’ fare) Reflect Thai’s inherent service senses and cultural characteristics on railway experience

Play a role of effective hub, connecting various public and Thai unique transportation Contribute to distributed generation and connectivity of cities and local communities

Thai railway service should… ��

역사�� 내�� 기초환경�� 가이드(필요)를�� 통해�� 공간의�� 쾌적성을�� 높여야한다��

��

철도�� 공간에서�� 사용자�� 스스로(주도적)�� 차별화되어�� 지속적으로�� 이어질�� 수�� 있는�� 경험이�� 가능해야�� 한다��

��

��

서비스�� 제공자의�� 서비스�� 마인드�� 정립을�� 위한�� 매뉴얼(대고객,�� 내부소통�� 매뉴얼)과�� 교육�� 시스템을�� 구축해야한다.��

��

��

이해관계자의�� 소통을�� 위한�� 대면이�� 포함된�� 채널확보를�� 통해�� 효율적인�� 운영관리가�� 이뤄져야�� 한다��

��

��

다양한�� 사용자가�� 각각�� (영행자,�� 비지니스맨)필요로�� 하는�� 정보의�� 접근성과�� 정보의�� 정확성을�� 확보�� 해야한다.��

(사용자�� 스스로�� 예측,�� 관리�� 가능한�� 정보�� 환경을�� 제공해야한다.)��

상업�� +�� 공공�� 인프라�� 구축을�� 통한�� 단계적�� 철도서비스의�� 사회적�� 리포지셔닝�� 전략이�� 선행�� 돼야�� 한다��

��

이용객의�� 특성을�� 반영한�� 세분화�� 서비스로�� 고객층�� 확대해야�� 한다�� (빈부/노약자�� 요금이슈)��

��

태국�� 고유의�� 서비스�� 감성�� 그리고�� 태국�� 문화요소들이�� 사용자�� 철도�� 경험에서�� 경험되어야�� 한다��

철도는�� 태국�� 특유의�� 다양한�� 교통�� 수단과�� 연동되어�� 효과적�� 허브역할을�� 해야한다��

��

철도는�� 도시/지역사회�� 간�� 문화와�� 상업의�� 연결�� 및�� 분산발전에�� 기여�� 해야�� 한다��

04 STRATEGIC POSITIONING


Hygiene improvement��

Extend transportation service benefits for seniors��



Service subdivision by income level��

Improve information of tickets�� Raise service

level then standardize

Kind info service��

Recompose SRT or privatization��

Social repositioning��


Improving partnership among stakeholders��

Strengthen efficiency of freight service��

Waiting service��

Emotional service��

Road centeredà rail centered infra value shift



Infrastructure to improve chaotic city


Inducing change in citizenship & social paradigm��

Improving working environment of service providers�� Central

information IT system��

Station centeredtransportation & city connection�� On-time

service��

User centredservices��

Monopoly SRT – inefficient operation & management ��

Job for active seniors��

Indistinctive station development with past trace��

ON-TIME Service

Facility service considering convenience��

Aim for modern life

Improving environment system��

Compose proper classes applying Thai context


Prefer economical, convenient & quick transportation��


On-time service enabling system

Accurate rail related info delivery��

Problems on internal/external communication means��

UNIVERSAL DESIGN��

Develop railway strengths��


Improve public awareness & manage hygiene considering demand

3 Quadrant Analysis

Strategic Direction

Functional role as public transportation means

TRANSPORTATION HUB��

Social & cultural base point��

CULTURE HUB��

Opportunities for profit generating��

BUSINESS HUB�� Usability “More is better Characteristics” Factors related to railway usage and environment, system & internal/ external communication. IT environment, on-time service, universal design and accuracy and clear information

Explicit Needs

Observable Needs

High concept “Delighters” Contextual sociocultural needs; repositioning direction, fostering strengths of railway and infrastructure for connectivity, local coexistence, culture reflecting service, user centered service and sensible service touch.

Latent Needs��

Must have “Fundamental Characteristics” Fundamental factors in railway and basic functional factors such as hygiene, safety, service standardization and segmentation

STRATEGIC POSITIONING

1��

2��

3��

4-1

Strategic Direction

NEW

SER

VIC

ES

EXIS

TIN

G S

ERVI

CES

EXISTING USERS NEW USERS


Establishing strategies for each hub positioning, considering opportunities;

Strategy for HUB

Functional role as public transportation means

TRANSPORTATION HUB��

Opportunities for profit generating��

BUSINESS HUB��

Social & cultural base point��

CULTURE HUB��

Market Penetration!

MANAGE (incremental)

Provide conventional railway

services in more improved quality & evolved forms; manage &

improve service, match service with user segment

Market Development!

Service Development!

EXTEND (evolutionary)

Expand services by segmenting existing customers; develop new

industries/ business domains, establish ‘brand’

ADAPT (evolutionary)

Trade-up existing services,

develop additional or different service types to attract new users

and fulfil new customer needs

Diversification!

CREATE (revolutionary)

Search for new development

opportunities; create and define new value of railway service

4-1

NEW

SER

VIC

ES

EXIS

TIN

G S

ERVI

CES

EXISTING USERS NEW USERS

Market Penetration

Service Development

Market Development

Diversification

EXTEND (evolutionary)

CREATE (revolutionary)

MANAGE (incremental)

ADAPT (evolutionary)

TRANSPORTATION "HUB��

RECOVERRecover/ improve

railways’ functional and basic elements��

REDEFINE Develop sustainable business models by redefining railway

service

REPOSITION Reposition societies and

community based on railway service

Higher risk

HIGHEST RISK

MEDIUM RISK

MEDIUM RISK

LOWEST RISK

Higher risk

BUSINESS HUB��

CULTURE HUB ��

Strategic Positioning


Risk increases when new services and user segments need to be invested. Thus, ‘Transportation Hub’ where risk remains at the lowest level but with highest level of urgency in recovering its service quality, should be implemented initially. Strategic direction should gradually expand to long-term plan where railway service is defined with new public values.

‘Transportation Hub’, the strategic direction with the lowest risk level, should be implemented as the first strategic plan by ‘recovering’ core elements of railway service

‘Culture Hub’, placed upper/ later on the positioning matrix, should be implemented strategically when Thai railway service is functionally structured and fit with strong profit models

4-2

05 DESIGN"DEVELOPMENT

SOCIETY Social coexistence��

PEOPLE Enhancing personal

convenience��

ENVIRONMENT Profit generation of stakeholders��

TRANSPORTATION�� BUSINESS��

REPOSITION COMMUNITY

Restructure urban areas around railway to create

public value��

REDEFINE VALUE

Build system for sustainable business models and upgrade

meaning of railway service��

RECOVER RELIABILITY

Fulfilling railway’ functional and visible service elements ��

CULTURE ��

Design Challenge

DESIGN"DEVELOPMENT

5-1

Space

Communication sign / service

Tool / infra / facility

Service value as public area

Attitude/ action of service à Spatial service value

Environ -ment

Society

People

Design Challenge

DESIGN"DEVELOPMENT

TRANSPORTATION��

BUSINESS�� CULTURE ��

Cognition of service à  Information/

communication

Perception on service à Infra building

Enabling effective !management & handling

of information by !minimizing errors during !

internal/ external !communication

Effortlessly inviting visitors !to achieve their goal in the

space; arriving platform, !finding spot, transferring, !

experiencing, etc.

Building effective and practical !eco system of internal! communication and applying !users’ feedback

5-1

DESIGN"DEVELOPMENT contents &

communication

05

Intuitive information & increase usability Provide communication channels

5. Expectation <short / long term>��

<Short term> Securing flexible information environment and channels applying IT system Enabling effective information management (functional) and increasing satisfaction in experience (emotional), eliminating internal/ external communication

Flexible communication enabling, connecting on/offline

6. Benefits��

2. Action

3. Related Needs ��

1. Challenge��

Establish effective management system internally and, environment for flexible information providing service externally

“Need to improve uncertainty of ticket/ platform/ time info” “Absence of way finding related information”

“Need central information managing IT system”��

4. Objective Information environment��

How might we actively communicate and utilize information in complicated on/off information environment?

Develop communication tool to utilize and channels to exchange information between users and service providers

Communication & application��

“Need improvement of internal/ external communication means”��

Social value

Economical value Experiential

value

- Minimizing errors of existing system to reduce opportunity cost - Effective data management by utilizing big data -Contribute to related industries like tourism by user-customized services��

-Differentiated emotional + informative service(Kok) experience��

-Establish smart information environment and standardize system for other industries to refer to��

Establish seamless information environment

<Mid/ long term> Increase quality of railway service by offering customized service, utilizing big data of user feedback, integrating on/offline communication system��

DESIGN"DEVELOPMENT

Design Concept

Challenge 1. Info- communication SERVICE

Considering context by different user

Provide information service

1 2 3

5-2

�� While using �� Moment of using �� Before usage

Thailand’s culture & info��

Get info before using railway�� Way finding guide & face-to-face concierge service within station��

Real-time customized service while waiting; half day trip / quick & easy shopping Recommendation��

1.Collect & learn information

2. Select information & Booking ��

3.Check info while moving

5. Check info while waiting��

7. Important info on board��

NEEDS 1.�� NEEDS 2.�� Railway usage info; time, moving line, transfer, ticket, boarding, etc.

Railway related info; travel, shopping, culture, business, etc.

After using

bangK♡K.com K♡K train app��

K♡K Cap Guiding staff��

K♡K train APP & Digital signage��

K♡K welcome P.K.G��

4. Check info at ticketing��

6. Check info before boarding��

Utilize strength of Thai’s unique face-to-face service

K♥K Service ��

Information+∂ = Branding of information service

Action Considering usage context & perception sequence by user

2

Express & smart Line for business man��

Booking Book mobile e-ticket at home + apply BIZ concierge service��

Information on waiting Check spare time on app at waiting zone, -> Mobile tag at kiosk -> Real-time info during waiting��

Transferring Arrive at station by taxi Blue Cap for luggage load (concierge service staff)��

Moving to waiting zone Use signage and app to go to commercial area��

Searching platform App shows the way to nearby entrance to platform. Directly moving to platform from shopping center.

Arriving platform Concierge service sends luggage to the conference hall directly and register on the way ��

1

2

3

4

5

6

1 2 3 4 5 6

Flexible & joyful Line for Traveler��

Transferring Digital signage at entrance provides space info Look for ticketing booth��

Ticketing + Welcome Package Pick up Welcome package and tickets at foreigner booth

Planning Connect to BangKOK.com for travel plan Acquire info on railway & culture + apply Welcome package

Moving Follow RED sign from entrance to ticketing booth Red Cap staff kindly helps wandering visitors (Specialized staff for foreigners)

Waiting + Info searching Spacious waiting zone where group travellers, families can comfortably rest; Receive info about half-day trip at kiosk Visit nearby temple��

Searching platform Come back to platform intuitively check display, ticket, platform signage Board a train

Activities on train ‘Activities on train’ + Pattaya info + mango chocolate within Welcome package Head to destination

1

2

3

4 5

6

7

1 2 3 4 5 6 7

PC : portal site providing various integrated info

Action Communication channels increasing intuitiveness & utility of information

I.A for Optimized Information

1. Timely effectiveness & boarding related number info 2. Structure & location info for space utility 3. Real-time customized info for service activation

3

Info formation�� Problem of formation

UI Category Direction

Boarding info

User type

Ticket price��

Sign by section

Station guide info

Scattered info without hierarchy (time, weather, seat)

Platform info

Boarding time Simultaneously providing

all train info

�� Inconsistent format of sign boards

No hierarchically listing info Not consider matching

with space

Thai trip/ biz/ culture info

Boarding time��

Absence of ticketing system without constant update

Intuitive check of boarding related info��

Waiting info for the local/ foreigners

Moving & transfer info

Real-time local info Personalized info by user group

Providing analogue info considering digital-unfamiliar users

SIGN BOARD : list information by timely urgency Same visual info as the ticket

DISITAL SIGN : clearly convey fixed & moving info within station

TICKET : boarding info considering perception order & visual moving line

TICKET : major location info (analogue ver.)

MOBILE : App showing left time until boarding

MOBILE : app showing customized moving line

MOBILE & TICKET : Personalized service info (e.g. concierge service & weather of destination)

DISITAL SIGN : info on local culture, station space, cultural activities

Needs�� 1. TIME/NUMBER��

2. SPACE��

3. SERVICE��

Convenient ticketing & purchasing/ collect & plan info

Action�� Communication channels increasing intuitiveness & utility of information��

-2��

Visual information at a glance

Ticket

Easily distinguish platform info

Sign board

1��

-1�� 2��

2��

3�� 4�� 5��

1�� -1�� 2�� -2�� 2��

Service info. Info on weather of destination

Space info. Main location info such as seniors on train, monks, toilets, etc.

Time & Number info. Train timetable info > Boarding info Number info considering visual moving line

Time & Number info. Information hierarchy same as ticket Arrange info by timely urgency

Platform��

6��

3

Space info. Fixed info within station (guide map by space floor, Location) Moving info (moving line, transfer, platform)

Service info. Interactive information. Internal/ external culture, travel, business related information

Service info. Personal service info – e.g. Concierge service

Time & Number info. Mobile ticket & app for showing left time

Space info. App to show customized moving line

Considering usage context & perception sequence by user

Interactive real-time local info & customized

service mode

Mobile Application

Digital signage

Action�� Communication channels increasing intuitiveness & utility of information��

3

esse

ntia

l cu

stom

ized

VIP�� Foreigner�� Travel-

er�� USER TYPE��

Senior�� Local��

Jour

ney

Info

rmat

ion

Wai

ting

time

Info

rmat

ion

Busi- ness man��

Helpful Beneficial Memorable Special Efficiency�� Unexpected�� Usual��

Face-to-face service for active guide

Info easy to check by oneself

Quick transfer

Moving line for the mobility disabled

Frequent checking of info for relief

Concierge service

Cultural info

Waiting space for the mobility disabled��

Discount benefit for the local ��

Waiting space for group travellers��

Waiting space for family travellers

Easily perceivable (seniors/ illiterate) number & space info

Working space��

Moving line info considering new visitors��

Concierge service

Other public services��

Analogue service considering users with digital device usage difficulties��

Service info for in/out of station

Space info for effective usage of facilities in station��

Basic guiding info affecting usage

Relax��

Intuitive platform��

No confusing platform for 1st time visitors��

2

Providing info, meeting expectation of differentiated experience by user I.A for UNIVERSAL

Action Considering usage context & perception sequence by user

Basic guiding info affecting usage

Face-to-face service for active guide

Info easy to check by oneself

Quick transfer

Moving line for the mobility disabled

Frequent checking of info for relief

Concierge service

Cultural info

Waiting space for the mobility disabled��

Discount benefit for the local ��

Waiting space for group travellers��

Waiting space for family travellers

Easily perceivable (seniors/ illiterate) number & space info

Working space��

Moving line info considering new visitors��

Concierge service Other

public services��

Analogue service considering users with digital device usage difficulties��

Service info for in/out of station

Space info for effective usage Of facilities in station��

Intuitive platform��

No confusing platform for 1st time visitors��

DESIGN"DEVELOPMENT

05 Spatial related inspiration

Building identity representing local characteristics where the local and foreigners coexist and interact in their own way COEXISTING SHARED SPACE

Role of station expanding for connecting surroundings and infrastructure CONNECTING WITH SURROUNDINGSURROUNDINGS

Flexible way of operating space by seasonally diverging demands FLEXIBLE SPACING & ZONING

6. Benefits��

2. Action(HOW)


1. Challenge��

4. Objective (For WHAT)

How might we establish identity of Thailand railway by offering interactive and experiential space?


DESIGN"DEVELOPMENT

Design Concept

Challenge 2. Beyond Railway station

“Wish there were flexible use of space by number of visitors because it differs season to season”

“Want to be well connected with other transportation and surrounding environment like nearby malls”��

“Wish there were more facilities like comfortable waiting zone with luggage and spacious toilets”��

Establish station’s identity by applying cultural characteristics

Flexible use of station by seasonal demand��

Transit oriented development around station to stimulate surrounding commercial area

<Short term> Station delivering cultural identities of Thailand and visitors’ differentiated experience <Mid/ long term> Railway becomes the base to connect surrounding environment and the community ��

Social value

Experiential value Economical

value

Increase the amount of visitors transfer via railway station and

stimulate more purchase at surrounding and own commercial facilities

Provide differentiated touch point for travellers and foreigners to experience Thailand and its culture in their own way

Provide cultural space for the local create their own stories and experiences

5-3

How can we develop identity of the station and create space to deliver information for different

customer groups and their needs?

How can we activate environment around the station and well connect

with other transportation and surrounding environment?

How can we compose staff

space effectively?

How can we utilize and arrange space within station by user and

cultural characteristics?

How can we build facilities for convenience of users’ boarding?

FLEXIBLE SPACING &

ZONING

CONNECTING WITH

SURROUNDINGS

COEXISTING SHARED SPACE

1.�� Sustainable�� environment��

2.�� Service�� Centric�� relationship��

3.�� Contextual�� segmentation��

4.�� Connectivity�� with�� Daily�� life��

Design Concept

DESIGN"DEVELOPMENT

5-3

Design Concept

DESIGN"DEVELOPMENT COEXISTING

SHARED SPACE

Building identity representing local characteristics where the local and foreigners coexist and interact in their own way

Raw Storyteller Space containing ‘raw’ identity ‘Raw’ means honesty and truth. Considering Thailand’s current transitional period, space should capture Thailand’s essence and tradition, establishing its innate identity.

Various user segments become storytellers Various visitors to the railway service become storytellers to create their own stories and covey them to others. Space naturally and spontaneously invite users to interact within the space in their own way. By seamless flow of moving line along with visible and clearinformational touch points, users experience the space on their own way by their objectives and purposes.

5-3

FLEXIBLE SPACING

& ZONING

Design Concept

DESIGN"DEVELOPMENT

Flexible way of operating space by seasonally diverging demands

Organic Functionalism Applying flexibility by embracing diversity Users should be able to notice without much efforts how to adopt oneself to the space and activities occurred within. Depending on the amount and density of population within the space, users will automatically change their way of behaviors and interaction. By zoning the space flexibly and systemically, reflecting demand, it should eliminate dead space or dense spots in the space.

Utilizing easily manageable modularization Space should be planned simply and flexibly arranged to be able to be organic to the changes. For this reason, standardized measure and shapes should be adapted. One part should be easily connected and combined with another.

5-3

CONNECTING WITH

SURROUNDING

Design Concept

DESIGN"DEVELOPMENT

Role of station expanding for !connecting surroundings and infrastructure

Smart Port Physical and systemic connectivity Railway is a symbol of connectivity; it should be the medium for diverse connectivity of not only physical surroundings (other transportation, facilities, commercial area and cities) but also systemic environment (other related industries and infrastructure). MICE is the growing industry where railway could play a significant role in connecting people, facilities and tourism industry.

Shelter & basecamp for the public In the near future, railway system is likely to be automatized by IT. Then, its space will no longer needed to be facilitated as the existing station. Station should play a role of ‘hub’ for the public welfare so people could benefit from diverse ‘connectivity’.

5-3

DESIGN"DEVELOPMENT

05 Building own Service infra

Establishing system to foster internal/ external communication improvement

Finding needs of user & service providers – establishing services that both are satisfied

Provide various and sustainable cultural services that fit to Thai context

Improve services and establish sustainable service infrastructure through workshops (training) with diverse stakeholders on railway service

Create models that could generate new and differentiated revenues


6. Benefits��

2. Action(HOW)


1. Challenge��

4. Objective (For WHAT)

How might we make developed service for communicating smoothly with various stakeholders?

DESIGN"DEVELOPMENT

Design Concept

Challenge 3. Educational Workshop

<Short term> •  Service direction by checking/ sharing service needs •  Implementation of short-term cultural programs •  Service offerings on hygienic, safety and mobility improvement •  Communication channels with customers <Mid/ long term> •  Construct brand of station by building cultural environment by applying customer feedback •  Establish service infrastructure and system for communication of stakeholders •  Increase service quality by improving staff working environment

“Want the station where many people come and people want to come” “Need new business model for the station”

“Old platform is dangerous for the mobility disabled” “Need kind and accurate explanation” “Want clean station environment”

“If I miss the message via radio, I can’t hear it again” “When the train is full, I have to take care of 40 customers”

“Too many people come at festive season” “There are a lot of foreign travellers during October – January” “BK station is for cultural heritage”

•  Pleasance of station environment •  Increased service kind-ness/

professionalism •  Smooth mutual communication

•  Increased working efficiency, effective

arrangement/ operation of staffs

•  Consistency and economical return for

improved infrastructure

•  Effect of station’s cultural brand •  Increased usage awareness •  Best practice for consistent service

infrastructure

Social value

Experiential value Economical

value

5-4

Workshop overview Design Concept

DESIGN"DEVELOPMENT

5-4

Shape good service for Everyone

Customer oriented & Co-work environment

Collaborative Business Partnership

Sustainable Cultural Community

Workshop Program

•  Design thinking for the public service

•  Public service innovation by the local citizens

•  Network collaboration plan •  Build-up for service

innovation within station

•  Establish infrastructurefostering communication with customers

•  Way to increase quality by strengthening professionalism

•  User centered environment through CS department

•  Develop service for the mobility disabled

•  Service program collaborating with retirees

•  Service training program for various customer groups

•  Applying service design for internal communication among departments

Local community/ citizens Station visitors

SRT on-site staff/ operation, planning department

initial program

advanced program

New service opportunities & strategic scenario

•  Customized service guide for the mobility disabled

•  Staff training manual

Other organizations

Station visitors


Biz participants (group) Local market retailers

Sponsoring corporations (Social enterprise)

Volunteer(fund raising)

Staff in charge of funding at local commercial association


Support retail dealers & discover creative biz

•  Generating business model by finding & implementing new value of existing market

•  Idea generation for fund raising & promotion plan

•  Build business models by service outline

•  Develop service applying OTOP

•  Business model by user segments

•  OTOP service ideas

Local community/ citizens

External cultural organizations

Various artists


•  Brochure/ advertising promoting station

•  Training program guide & implementation outline collaborating with schools

•  Build identity of railway collaborating local artist/ cultural organizations

•  Establish sustainable cultural environment by participation and contribution of local community and citizens

•  Design plan to make collaborative relationship with local community

•  Cultural program by seasonal space usage

Establish safe & sustainable (surrounding) environment

Participators

output output output output

Design Concept

DESIGN"DEVELOPMENT

•  Finding needs of service providers & users

•  Draw outline of service

5-4

Draw outline for business model generation & new service scenario development!

Finalization Application Education Understanding

Find needs of users and service providers & draw outline of service, communication & business model

Participants

Share ideas, service safaris & concept development,

in a group composing with various stakeholders (4 people per group)

run by a facilitator

Process

3 months Once-twice a week

X 2-4 hours

Timeline

Various experts

Station visitors


Workshop contents

Understand service design & design thinking methods and application

•  Brainstorm to understand users, culture, station environment

•  Share thoughts on definition & targeting public service

Understand user needs/ station environment via service safari method

Develop scenario of new service opportunities & strategic direction

Understand needs and environment of internal communication

•  Arrange key factors by mapping found opportunities

•  Build service challenge/ future service map

Communication guide

Find out commercial business model by station/ envrionment

Develop ideas enabling active internal communication/ user centered service offering

Develop strategies for station’s business model

Study benchmarks of successful foreign station/ service

•  Apply service opportunities on CS department

•  Apply fundamental system for internal communication

Co-creation & inspection through expert workshops with on-site application & analysis

Feedback from users & internal departments

3-month program

“Sharing service needs”

“Fostering communication”

“Generating profit”

“Needs based new service”

“Fundamental direction for profit generation”

“Fostering communication”

1M 2M 3M

Design Concept

DESIGN"DEVELOPMENT

5-4

06 STRATEGIC "PLAN

Strategic Opportunities

STRATEGIC PLAN

BUSINESS !HUB LAYER!

RAILWAY SERVICE

Communal facilities

Rail+tour programs Combining characteristics of culture/ climate/ history

Tourism package linked with other cities/ countries

Special event venue

태국�� 문화�� 접점��

Connection with other

transportation

Connection with other industries

Own commercial

facilities/ services

Link with other (commercial)

facilities

CULTURE !HUB LAYER!

Once Thailand railway recovers reliability by core functional values, meaning building fundamental base; profit generation model could be established upon convergence with commercial facilities, other transportation and industries. Once strong business model has been stabilized, cultural services for the public good will be offered upon them.

Landmark-tize Point for cultural education

Aim for distributed generation via tourism

Touch point for Thai culture

Public Service

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?

Stars Question marks

Cash Cows Dogs

Market Growth

Relative Market Share

Commercial space in station (store, food market)

Express business centers Residence

Medical tourism

Country/ city tour package

Hotel

Traditional market

Mall

Local market/ road

Movie, drama, etc.

Religious/ historical

place

Hospital, school

F&B service on board & convenient

facilities

7-ELEVEN ON RAILS

THAI FOOD FOR ALL

HYBRID DELIVERY SERVICE

RETIREMENT CRUISE RAILWAY

TOTAL CONVENITION EXPERIENCE

TRADITION TO MODERN MARKET

PUBLIC TRANSPORTATION CALLS FOR PUBLIC MOVEMENT

CO-CREATING TEMPLE

PUBLIC INSTITUTIONS FOR CREATIVITY


STRATEGIC PLAN

Analyze possibility and marketability of various opportunities considering market growth and market share

Library, park Cultural center - IT

MICE

Collaborative OTOP

Freight

Wedding

Creative education Business travel

Railway freight

Venue for international

events (Olympics)

Public awareness promotion

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Freight

Outsourcing management (toilet, cleaning)

Commercial space in station (store, food market)

F&B service on board & convenient facilities

RAILWAY SERVICE

Landmark-tize

Touch point for Thai culture

Aim for distributed generation

via tourism

Connection with other

transportation

Connection with other industries

Own commercial facilities/

services

Link with other (commercial)

facilities

OTOP (One Tambon One Product)

Cultural package with cities/ countries��

Local market/ road

Wedding

Hotel

MICE

Mall

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

Medical tourism

Country/ city tour package

Express business center

Residence (apartments)

Traditional market

Venue for international events (Olympics)

Movie, drama, etc. Library, park, museum

Cultural center - IT

Hospital, school

Movie about railway JR Kyushu celebrated Shinkansen launching with a movie PUBLIC MOVEMENT Cultural approach by movie, drama, celebs to inspire public awareness

1

1

2

Starbucks on rails SBB launching Starbucks coach 7-ELEVEN ON RAILSLaunching 7-Eleven which Thais love as commercial center

2

3Historic ‘Le Train Bleu’ Historical & luxurious restaurant on top of concourse of Lyon station THAI FOOD FOR ALL Business center combined restaurant & food market joint with popular Thai restaurant brand

34

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

4

Religious/ historical

place

5

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

6

Seven Stars in Kyushu JR Kyushu’s luxury railway cruise with slumber coach representing 7 tourism characteristics RETIREMENT CRUISE RAILWAY Leisure cruise railway service combining medical tourism, tour package and long-term residency

6Public services of Kings cross Kings cross renovating as living-friendly area PUBLIC INSTITUTIONS Education institutions of ICT & cultural contents by applying quota by region

7

7

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

88

Strong convention asset No. 1 convention country Germany; modern facility upon tradition & culture TOTAL CONVENTION EXPERIENCE Integrated MICE service combining transportation, convention facility

9

9

Strategic Opportunities STRATEGIC PLAN

Cultural reunion

6-1

Comfortably connecting convention experience and customized business tourism experience

Departure~airport~railway~destination - Connected railway to convention venue to hotel - Direct sending luggage to destination - Customised tour during left time - Expansion of MICE Lane Service

Convention & corporate meeting

ICT & Culture related conventions

Incentive tourism -  Corporate travelling -  Incentive travelling -  Retirement travelling

Trans -portation

service

Translators

F&B service Event/ convention

planners

Travel agencies

Tour package connecting

regions/ countries

Medical tourism

Retirement cruise railway

Honey -moon

Convention center

Long-term residency

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 tripCulture, experience oriented programs for Western countries & resort focused Asian countries Retirement travelMedical tourist + long-term residential leisure

-�� Flexible businessfacilitator/ organizer- Creative assistance - Long-term/ loyalrelationship

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��

RECOMMENDATION #1 TOTAL MICE EXPERIENCE Strategic Opportunities

STRATEGIC PLAN

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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 withinstation

Cross-country/ cross-continental personal parcel & corporate logistics delivery service��

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��


Home & online

shopping, personal parcel (city, country)

Outsourcing manufacturing corporation

(IN/ OUT)

B2C Personal parcel

/ delivery

B2B Corporate

logistics related with corporations

Central warehouse of collecting & distributing within station

(Cash on Delivery) B2C + B2B

Personal pick-up

Own/ external delivery

Deliver to home/ company

STRATEGIC PLAN

RECOMMENDATION #2 HYBRID DELIVERY BUSINESS 6-1

Branding & Communal profit sharing Increase experience of tourists withrepresenting products and grow SEMs and promote even growth of all regions

- The Small and Medium Enterprises Promotion Office - 76 local regions�� - Designers 디자이너�� - 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��

Develop local SMEs and strong traditional market (within commercial area) by selling collaboratively developed OTOP products

RECOMMENDATION #3 COLLABORATIVE OTOP MARKET

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��


Local SMEs

Biz experts Designers

Local community

Development of local specialty

Profit

STRATEGIC PLAN

Local master

OTOP store/ market within commercial/ cultural complex (Secure shortest distance to platform)

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HYBRID DELIVERY BUSINESS

TOTAL MICE EXPERIENCE

Connecting convention experience and customized business tour experience

Cross-country/ cross-continental personal parcel & corporate

logistics delivery service

Develop local SMEs and strong traditional market by selling collaboratively developed

OTOP products

COLLABORATIVE OTOP MARKET

Improve public awareness by railway

Promote public awareness and citizenship through major national events

, SNS, TV dramas, movies which Thais love and are passionate for

PUBLIC FACILITIES FOR COMMUNITY Library, hospital, park, museum CARRER & JOB

SEARCHING CENTER Concentration of floating population

PUBLIC INSTITUTIONS FOR CREATIVITY School, culture centers

Transportation Hub

Business Hub

Culture Hub

Transportation Hub

Business Hub

Culture Hub

Transportation Hub

Business Hub

Culture Hub

Library for public empowerment

Contribute to enlightenment of the local and the next generations

Hospital for public wellness

Medical tourism will increase hospitals that could provide medical service for the local

Park as public shelter

Urban oasis where the local and foreigners experience and interact in the city differently

Museum of Thai history

Exhibit glorious history of Thailand and let people create their own story through it


STRATEGIC PLAN

Expanded and specialized OTOP market will generate various tour programs and local business opportunities for derivative services. Furthermore, it could bring education system focusing on developing cultural contents in combination with ICT. It could provide an opportunity to students in various regions, placing regional quota for selecting students. It will provide social and public service in educating the next generation of Thailand. "

Freight warehouse will create diverse job opportunities "(operation, delivery, etc.). Also considering there will be high level of floating population, it could be used as job posting & searching center for the local, particularly for seniors. "

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REC

OVER

��

RED

EFINE��

REPO

SITION��

SOCIETY Social coexistence��

PEOPLE Enhancing personal

convenience��

ENVIRONMENT Profit generation of stakeholders��


STRATEGIC PLAN Considering various perspectives of socio economical context of Thailand, railway

service must consider social and public value of ‘diversity’ and interpret it into ‘differentiation’. Different types of users must be accepted as they are but should be served under standardized service system tolerating flexibility. Same stories will betold but will be interpreted and retold in their own way.

Railway service will become standard for public service and social system. Its IT adopted system will call for automation of fundamental services while human resources will be led to research and perform Thai’s unique and differentiated services.

Strong revenue streams and business models will generate other business opportunities expanding boundaries of railway service.

Public service absorbing social diversity will evoke government and society to defy social wickedness and discrimination.

6-1

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THAILAND RAILWAY SERVICE DESIGN

Design

Transcript of THAILAND RAILWAY SERVICE DESIGN