SecondaryIn order to understand the type of retail that exists in transition spaces we noted down the different types of businesses that are present in those spaces to get a sense of existing services and how they could be enhanced. We also found out about the new innovations and current trends to understand the retail landscape and gather insights.
What kinds of new service models will be successful today and in the future? To answer this question, one must first explore what needs people have while on the move and how they behave in the context of the transportation system. We conducted multiple types of primary and secondary research including ethnography, user interviews and business model analysis, in Milano’s transit system, Azienda Trasporti Milanesi (ATM), on trams buses and underground metro lines.
Primary - behaviorsRiders exiting the underground metro stations move much more quickly than those who are getting off of buses and trams. We discovered that rider behavior at peak and off-peak hours are significantly different. At peak hours, riders were more occupied, with the majority focused on smartphones or other media, including even large hard-cover books. At off-peak hours, riders are looking outside or around at each other and move at a more relaxed pace. Most people do not pay attention to the advertisements in the transition spaces and go about their business without noticing the information kiosks. We also observed the surroundings of the metro and bus stations to get an idea if there was a correlation between peak times and walk-ins into stores like supermarkets, grocery stores etc.
Primary - wantsWhen interviewed about how they would like to use their time in the transit system and what new retail services might be helpful while in transit, the answers fall into a handful of themes. People expect any digital service to be “smart,” one step ahead of their needs, and learn their preferences over time. As many services are now available by mobile device that were traditionally static, such as banking, consumers expect retail services to come to them and be shaped around their lives and habits. Accordingly, they also expect new services to not delay their transit routes, if anything, instead, the services should make their lives more efficient. Lastly, riders hope that new services can help them discover new products, places and ways to have a more enriching urban experience.
INTRO
To produce concepts and analyze their potential effectiveness, we created three personas:
Federica, a freelancer who uses the transit system to go to meetings during the day at off-peak hours
Gianluigi, a businessman and parent who uses the transit system to take his kids to school and get to work
Emilio, a geek and young professional who uses the transit system at peak hours but has more free time and less stress.Keywords: distributed service model, multi-channel integration, mobile, personalized shopping, customized products
THE PERSONAS
Dimmi is a service that matches “guides” with riders who want to learn skills while in transit. The service is a freemium model, available to all riders in a limited form and to subscribers who have unlimited passes for the metro system.
Subscribers download a special app linked to the metro pass to search for and find a guide. Dimmi suggests three guides with a scale of how much personal interests match. The rider can pick a guide to meet in the station to get help. If the rider is satisfied and “approves” the guide in Dimmi, the guide will receive compensation.
Dimmi encourages communication among transit riders and learning during what would otherwise be wasted time in the transit system.
WHAT IT IS
HOW IT WORKS
VALUE & POTENTIAL
DimmiMEET YOUR PERSONAL COACH
IN A METRO COACH
SYSTEM FUNCTIONALITIESD
IM
MI
E
ATTRACTION
?G
UID
ER
IDE
R
Search for a Guide"Who can help me with
_______?"
Choose Guide from list of suggested available matches.
Give feedback: Satisfied or Unsatisfied with Guide's service
Get feedbackand possibly paid
Choose free or premium version of service
Register as a guide. Guide tells system areas of expertise and hours
of availability
Approve or reject the request to meet
?
Rider & Guide go to suggested meeting point
X
Barcode on paper tickets
Access to Dimmi for duration of ticket
Update Guide Information
REGISTRATION SEARCH
Server looks for avilable guides
SORTING & LISTING
Show list of Guides to Rider
Send notification to selected Guide
X
LOCATION MATCHING
Suggest the meeting point to Rider and Guide
PAYMENT
Send feedback to
Guide
Ask feedback from the rider
Pay the Guide?
MATCH MEET RATING & PAYMENTQUERYREGISTRATION
Dimmi is a freemium service model. Premium riders get access to extra guides, all stations or specific times of day.
Rider can request help in any of the following areas: foreign languages, fitness exercises, academic tutoring, sports statistics or brainstorming.
Rider can see ratings for how much each guides matches his or her personal interests. Guides can approve or reject the request.
The system suggest a meeting point within the transit system for the learning session.
After using the Dimmi service, the rider rates the help as satisfied or unsatisfied. If satisfied, the guide will be paid by the system.
Local LinkTHINK LOCAL, BE EXCLUSIVE
Who can help me practice speakingSpanish on my way to work?
Rider chooses guide Rider and guide meet in station
If the rider gives a positive approval rating, the guide is payed for his service.
Guide is rewarded
Rider gives feedback
The rider uses the app to find available guides who are matches. A future version could use the card ora card case as the interface.
TRAIN STATION #1
?TRAIN STATION #1
?
Common Interests
TRAIN STATION #2
Common Interests
TRAIN STATION #3
Common Interests
Common Interests
Common Interests
?¿Cómoestás?
Rider wishes to have a product locally made in another region.
Rider can buy the local product in three di�erent places: 1. locker in metro station, 2. small kiosk shops in the metro stations and 3. online
Local Link notifies the rider when his product has been delivered. He can have it delivered at home or pick it up from the metro station locker.
Rider goes to the metro station.
$ $ $
sms
Local Link empowers the customer by making shopping omnipresent and using transition spaces for delivery and pick-up. It bridges local sellers and consumers, who get access to high quality local produce, not available in the city.
This service helps small rural producers increase their reach and sell products to the urban population. Urban consumers, who appreciate high quality food products, get convenient access through delivery to transition spaces and homes.
WHAT IT IS
HOW IT WORKS
VALUE & POTENTIAL
The user can access the service via three touchpoints: website/mobile; kiosk and lockers. The kiosk and glass lockers act as attraction points for new customers. At the kiosk the consumer can taste the local produce and place orders. The consumer also receives information about the website to promote shopping on the go or at home. The glass lockers are for both picking up orders and placing new orders. The lockers are made of glass so consumers can preview what other people ordered. Lockers can also be used for immediate sales of holiday products and advertising products coming soon. The more people who order, the quicker the delivery time will be.
ORDERING MONITORING DELIVERYNOTIFICATION
Display options
WEB & MOBILE
GianlucaThe Picky One
PICK UP LOCKERS
FOOD STALL
TASTE
SEE
KNOW
ATTRACTION EXPLORATION
US
ER
AC
TIO
NS
FedericaThe Taster
EmilioThe Geek
SYSTEM FUNCTIONALITIES
Save orders & purchases
Place an order
Check order status
3
Choose from the
online catalogue
Enter the locker
number
2
Order directly by the food
stall
Get a receipt
with a code
(digital/print)
op
tio
nal
Recommend friends
Friends place orders
Check order status
5
Other orders/cancels placed
Get notified with
delivery information
Pick up orders or get them delivered
REGISTRATION EXPOSURE ORDER & PURCHASE MANAGEMENT STATUS MANAGEMENT NOTIFICATION DELIVERY
Website service
Consulting with sample products
Glass lockers
Personal information
Notification options
Delivery options SERVER
LO
CA
L
LI
NK
Provide the customer a receipt with a unique code
Update status until the required amount of orders reached for the product
SERVER Notify local producers for delivery
SMS
Phone call
Delivery into lockers
Home delivery
Customers gets attracted through one of the touchpoints in order to place an order or make a purchase for local goods.
All customers can explore the local goods either by using the online service or discovering the local goods while passing by the station.
The website and mobile app act as online catalogues of all the products that can be ordered.
The kiosk is manned by a person who lets the user try and taste some of the local produce and consequently place an order if the cusomer likes it.
The glass lockers can be used both for picking up orders and placing new orders. The glass permits a peek into the contents of the lockers for consequent ordering, buying products available for special occasions.
The delivery time for orders is directly proportional to the number of orders. So the more people are recommended this service to, the faster the product gets delivered as it depends on threshold defined by the producer. The user has the option to track his order status online or cancel it.
After placing the order, the user is notified of the order status via email/sms/phone.
The systems offers home delivery (with an extra cost) or delivery in a locker at the station of your choice at the time of ordering.
Map.it is an application that combines rider habits with wishlists in order to recommend new routes for crossing items off the list. Items on the list can be products the rider hopes to purchase or tasks. The application takes advantage of personal information and preferences already saved in other accounts, as well as geolocation.
When the rider signs up for Map.it, the application integrates with existing social media accounts to automatically make a wish list. The rider can categorize and rank these items based on importance, and add new items. Map.it learns the rider’s commute. Using this personal data, the system will recommend new routes along which the rider can buy wishlist items or get tasks done. The rider can save, share and rank the suggested routes.
Map.it helps riders be more efficient in their daily commutes, while discovering new local businesses along the way. Map.it could also help tourists or new residents.
WHAT IT IS
HOW IT WORKS
VALUE & POTENTIAL
Map.itMake maps work for you
SYSTEM FUNCTIONALITIESM
AP
.I
TU
SE
R A
CT
ION
S
REGISTRATION WISHLIST CREATION LEARNING SUGGESTION NAVIGATION LEARNING
Pull data and syncronize with socail media and learn
from user's patterns
Insert personal information and sync socail media accounts.
Catergorize, rank and add to wishlist
Build wishlist from personal online data (amazon, ebay etc.)
Learn user's common routes Suggest alternate routes according to wishlists and location
Guide user to the shop Continue learningaccording to user rates
Choose on of suggested routes
Choose, postpone and delete the products on your wishlist that you can buy on
the selected route
Go to store accordingto suggestions
Evaluate each activity,option to share with others
Adjust Time
LATER
NEXTPREVIOUS
DISCARD
ROUTE PURCHASE RATINGWISHLISTREGISTRATION
Users insert information by adding personal data and syncing social media account in order to create a profile within the system database.
Users have their most common routes learned and memorized by the system. This way it suggests different options to match user's locations and wishlist. For every route system gives users different options of moving around the city to reach the informed destination, while the user can also manage how much time he has available for the activity.
By accepting a suggestion from the system, users are led via GPS Navigation to the retailer indicated.
For every route accepted, users can evaluate by either attributing ratings and writing comments, or even share the activity on social media.
Users give the system a wishlist filled with itens categorized by type and priority.
Show of HandsVOTE AND ACCESS THE CITY’S SECRETS
CINEMA
Rider registers and add personal information Rider creates a wish list of products to buy and tasks to complete
System analyzes rider’s location, the time of dayand wish list to make recommendations.
System suggests routes where the rider can cross items o� his wishlist.
Rider follows the suggested route and gets whathe needs at the pharmacy.
Rider rates the route and can save it for future use.
Would youlike to saveroute?
+ + +
What is YourFavorite Movie
Genre?
Milano Film Festival
A B C D
ATM
Use your ATM card to personlize andget updates
Get rewards forevery four responses
X4
TRAIN STATION #1 - WAITING
The event: Milano Film Festival Questions appear on public screens on platforms.The results are sent to the cloud.
Results are displayed inside the train cars. Voters who logged in receive notifications of results to their mobile devices.
What is your favorite
movie-time snack?
Milano Film Festival
A B C D
TRAIN STATION #2 - GET OFF TRAIN
Each station has its own questions. Riders can answer when boarding or getting o .
Use phone to saverider suggestions
from map
Share riderrecommendations
Try Dylan’sCandy Bar here!
Logged in user gets personalized updates
CINEMA
COMPANY
Poll results sentto company sponsor
Riders attend Milano Film Festival with new tips and information
Show of Hands is a public opinion poll linked to city-wide events. It gathers opinions of transit riders for companies, while recommending local businesses to the riders. Riders can earn tips and bonuses for every four questions answered.
Riders answer questions using interfaces in metro stations. Results and business reccomendations are displayed on screens inside trains and on maps at station exits. If the rider “tags” into Show of Hands using his card, personalized results and recommendations will be sent to the rider’s mobile device. Riders can share these results and recommendations.
Show of Hands supports local businesses during major events. The types of questions can vary by time of day. For example, in the morning, the questions are about food markets and in the evenings, nightlife venues.
WHAT IT IS
HOW IT WORKS
VALUE & POTENTIAL
SYSTEM FUNCTIONALITIESU
SE
R A
CT
ION
SS
HO
W O
F H
AN
DS
INTERACTIVE QUESTIONNAIRE
DCBA
A
B
C
D
Enter the metro station Vote on the digital screen of the station platform
See the results on the digital screen inside the metro station
Discover recommendedplaces according to results
% 80
Get access to personalized results through mobile device
DCBA
A
B
C
D
Share recommendations
REGISTRATION QUESTION UPDATE QUESTION DISTRIBUTION RESULTS DISTRIBUTION CUSTOMIZED SERVICE
Connect the rider's card with mobile application
Update and show questions according to company needs
Distribute the questions across metro stations
Sends results to company, screens and devices
Generate location-based recommendations and send information
CALCULATION
Calculate the poll results
% 80
VOTING
ATTRACTION
Companies and sponsors provide questions to the transit authority. Screens with questions are prominently displayed on station platforms.
Users vote at digital screens and can optionally identify themselves with their transit system cards.
Results are displayed in metro cars for all riders to see. Cardholders who voted will receive personalized recommendations and special tips to their mobile devices.
ATTRACTION PUBLISH RESULTS
RESULTS
ACTION
Results are displayed in metro cars for all riders to see. Cardholders who voted will receive personalized recommendations and special tips to their mobile devices.
Style Map is an interactive lookbook that lets the consumer choose products and guides them with an optimized route leading to stores to try them on. Style Map notifies stores so they can pull products ahead of time.
Digital screens displaying four lookbooks each are in metro stations and transition areas. The consumer can browse through the various products and select what he/she likes. The consumer swipes his card to confirm the selection. Stores are notified and send information about waiting times for dressing rooms. The screen displays a route map for stores. The user chooses stores and then visits the to try on the selected items.
Stylist-curated lookbooks provide the customer with a simplified shopping experience. Lookbooks show customers products that can make outfits and thus make an informed choice. Customers save time in the shopping experience with prepared dressing rooms. Style Map can be extended to other products beyond fashion.
WHAT IT IS
HOW IT WORKS
VALUE & POTENTIAL
StylemapDISCOVER YOUR STYLE ROUTE
SYSTEM FUNCTIONALITIESS
TY
LE
M
AP
4321
INTERACTIVE AD
US
ER
AC
TIO
NS
1 Choose your style and the products you want to try
Confirm
Put your ATM Card in the slot to receive an SMS
30
5
15
Follow the suggested route on your smartphone along with the time information
Try the clothes and other products in a pre-prepared trial room on arrival!
DECISION GUIDANCE TRIALATTRACTION
CURATION IDENTIFICATION & SUGGESTION GUIDANCE CUSTOMIZED SERVICE
Advertisement as an interactive display of products curated by a person (celebrity, fashion designer etc.) for specific looks.
43
21 Suggest 4 specific looks according to the choice of the curator as well as the unique products belonging to the corresponding look to be choosen.
Identify the customer via personal ATM Card and get access to personal information.
Calculation of the optimized route along with the given time to reach destinations.
Send an SMS with the available appointments and link to of the calculated route on Google Maps.
Identify the customer when reaching the store.
Prepare the choosen products for the customer experience.
People can instantly see the various products from different stores that go well together on an interactive screen placed at the beginning of the shopping area, thus arousing their curiosity.
The user can browse through all the looks and products on the screen to make an informed choice about the products they want to try
The user can follow the suggested route on their smartphone along with the time information.
A "CANCEL" option is available for every selected store to recalculate the total visit time
The user proceeds to each store to try the chosen items in a pre-stocked trial room with their respective selections
There are countless opportunities that retailers can exploit in order to be successful in the future, as long as they understand how to adapt to habits and changing behavior. The retail services we have envisioned take advantage of many of these opportunities through distributed and personalized service models that are also location-aware. Consumers anticipate individualized services that are more intelligent than they are, one step ahead. In order to be successful in the next few years, retailers must adjust their approach and distribution models to maintain this competitive edge.
CONCLUSION
Rider browses digital lookbook. Rider selects items to try on in store and swipes ATM card to log in.
Rider receives SMS with directions to try on selected item.
Installation displays locations of stores where rider can try on selected items.
Rider arrives to the store, item already on hold in personalized dressing room.
TRAIN STATION
ATM
TRAIN STATION
20 mins
10 mins
15 mins
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