MORSASSON
Service design
METHODS
INTERVIEWS | USER JOURNEY MAP | SURVEY | DESIGN A/B TESTING
PROBLEM DEFINITION
The railway is rarely chosen by customers as a preffered public transportation option.
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How often choose to travel with the train
(2017 State Comptroller's report
on public transportation)
According to the public report:
The viability and convenience of train travel depends on the quality of service of all stages of travel and arrival, door to door
PROCESS GOAL
Create an accessible & enjoyable service to all users starting from first time users.
Improve quality of service and convert more people to choose the train
RESEARCH PROCESS
Observation
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Overwhelming feeling of disorientation. Having to select a direction with similar visual signs pointing in diferrent directions
Orientation assisting tools are too hard to read or understand
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Interviews
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Both tech savvies and non tech-savvies
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One non-israeli tourists
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One families with little children
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One with cargo (bikes, baby carriage, etc)
MAIN PERSONA
27 years old Nurse, from New York.
Visiting Israel for 2 weeks
Pains:
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Feels like an outsider in Israel
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Doesn’t speak Hebrew
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Too intimidated at times to ask people for help
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Doesn’t trust public transport apps since she feels information is inaccurate
“I’m nervous I’ll get lost while traveling because I don’t speak Hebrew.”
Goals:
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A nice and relaxing vacation
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To see all the landmarks on her list
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An easy and reliable way to navigate Israel’s attractions
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Budget friendly transportation
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USER JOURNEY
PLAN
SCHEDULE
PURCHASE
ARRIVING
THE STATION
IN STATION
LOOKING
FOR HELP
ON PLATFORM
EXCITED
CALM
CALM
ANGRY
STRESSED
CONFUSED
OVERWHELMED
She plans a trip to Tel Aviv Museum of Art
She looks up the train times from Jerusalem to Tel Aviv before her journey
She buys her ticket at the kiosk at the train station
She looks at the departure board and doesn’t know how to read it
She tries to look for the way for the train to Tel Aviv but she can’t figure it out
She tries to stop 3 people to help her but they are rushing and ignore her
She finally finds her platform but misses the train and needs to wait 40 minutes for the next one
Survey
Passengers tend to use mainly the station's departure board in order to find their platform
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Solutions
DESIGN PROPOSALS
Create Value For The User
Reduce uncertainty, and make the experience more consistent, effortless and intuitive.
Create Value For The Business
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Increase self efficiency of passengers.
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Reduce congestion of human traffic.
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Reduce the time workers spend on helping passengers.
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Implementation could be gradual and flexible.
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Improve the overall train experience and make the railway people’s first choice.
Re-Design Departure Board
Find the platform you need to get on in order to get to P.T Sgula
A
CURRENT DESIGN
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85%
Success Rate
36.5
Avg. Time (Sec)
1.9
Avg. Satisfaction
B
PROPOSED DESIGN
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100%
17.3
3.4
Design With Directional Colors
Goals:
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Create a consistent, intuitive guidance throughout the journey.
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Transcends language
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Universally understood for a range of abilities & ages.
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Joyful and emotional feelings.
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Maximizes use of the physical space.
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Buying Tickets
Inner Gates
Departure Board
Path finding
Boarding
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