service, but a range to meet the needs of the target users • Core principles: – Users can mix modes more easily – Users can access a personalised combination of modes, products and services – The user experience and touchpoints are improved – e.g. payment and booking – Users are better informed and supported in their decision-making about travel – Support customer lifestyle needs
approach - co-design • Listen to peoples’ stories • Understand real user challenges, requirements and expectations • Create a strong value proposition • Create gains • Relieve pains • Design the service touchpoints • Design the full user experience
Age UK centres) Still getting feedback from our members to keep shaping the service Took time to hear about their transport challenges How would we get someone like him to understand the value of a railcard?
Age UK centres) Still getting feedback from our members to keep shaping the service Took time to hear about their transport challenges How can their experience of getting their concessionary pass encourage others?
and the technical experts in the consortium is key Young Scot leading collaboration with a ‘National Youth Team’ How can we make it easier for young people to use different modes? What information do they lack? How will they pay? Book?
methodology to gain real insights into lived experience Consider different ways to hear their stories and their carers’ stories How can this participative process inform the design of mobility services?
have to find them • Building up trust is important • Leave enough time for co-design • Know it can be difficult to handover the reigns • Including co-design in proposals and grant applications is not always easy, but is doable!
fundamental shift in what people are paying for • Coupled with technical advancements, we may: – Create value-added offerings for users – Charge for services different – Monitor outcomes more effectively (new SLAs?) • Consider the wider stakeholders with an interest in your objectives. What is the value proposition to them? • Re-think who pays, for what