STEP-Social Transportation for Elderly People: New Service Offering - Process Report by Begüm Becermen

STEP PROCESS REPORT

Programme: Master in Service Systems Design

ABSTRACT

Semester: 1st semester

A lot of elderly people who do not live in the city have difficulties to access to public transportation. They usually do not have any train or bus stop near their houses and they have to walk a few kilometres to get to the closest one. There are some existing alternatives to public transportation, but they do not cover all the areas or ask for special requirements in order to be used. This lack of accessibility to transportation leads to social isolation amongst elderly people, who became totally dependent on external help in order to continue with their everyday lives. This situation can result in depression, loneliness or strong feelings of apathy, which some of the senior citizens are sadly resigned to accept.

Title: STEP - Social transportation for elderly people Project period: 01.09.2014 - 22.12.2014 Semesther theme: The system around the product Supervisors: Amalia de Götzen Nicola Morelli

This project is called STEP, a solution to prevent everyday life isolation. A social transportation service that will make the elderly feel more independent and integrated in their community by connecting them to local activities and events in their area.

Project group no. 5 Group members: Begüm Becermen

Camilla Liv Cramer- Nielsen

María Crucera Vasco

Keywords: Transportation, elderly, isolation, accessibility, social, active, everyday life.

Copies: 3 Pages: 66 Finished: 19.12.2014

Copyright © This report and/or appended material may not be partly or completely published or copied without prior written approval from the authors. Neither may the contents be used for commercial purposes without this written approval.

4th FINAL PROBLEM DEFINITION........................................................34 PROBLEM DEFINITION OVERVIEW IN THE PROCESS ...................35 DESIGN BRIEF..............................................................................................36 CONCEPTS...................................................................................................37

DELIVER

EARLY RESEARCH......................................................................................13 FOCUS GROUP...........................................................................................14 1st PROBLEM DEFINITION.....................................................................15 FOCUS GROUP ANALYSIS......................................................................16 BENCHMARK RESEARCH........................................................................20 QUESTIONNAIRE.......................................................................................22 PERSONAS...................................................................................................23 OVERVIEW OF EXISTING SERVICES ...................................................25 2nd PROBLEM DEFINITION ..................................................................26 WORKSHOP.................................................................................................27 3rd PROBLEM DEFINITION.....................................................................30 IDEA GENERATION ..................................................................................31 SCENARIOS..................................................................................................32 ISOLATION MIND MAP............................................................................33

DEVELOP

INTRODUCTION AND GOALS ................................................................6 THEME.............................................................................................................7 METHODOLOGICAL APPROACH...........................................................8 METHODS & TOOLS..................................................................................10

CONCLUSION

DEFINE

DISCOVER

INTRODUCTION

TABLE OF CONTENT CONCEPT SELECTION -DETAILED COSTUMER JOURNEY.........................................40 -MOTIVATION MATRIX..............................................................41 -CONCEPT SELECTION OVERVIEW.......................................42 CONCEPT DEVELOPMENT -POSSIBLE STAKEHOLDERS.....................................................43 -TOUCHPOINTS..........................................................................44 -FIRST BLUEPRINT DRAFT........................................................45 -STAKEHOLDER MAP.................................................................46 -PAYMENT OPTIONS..................................................................47 -FINAL MOTIVATION MATRIX.................................................48 SERVICE NAME..........................................................................................49 CUSTOMER JOURNEY..............................................................................50 FLOW CHART..............................................................................................52 SERVICE DETAILS.......................................................................................53 PROTOTYPE & USER TESTING...............................................................56 BLUEPRINT...................................................................................................57 STORYBOARD.............................................................................................62

REFLECTION................................................................................................65 REFERENCES...............................................................................................66

INTRODUCTION

INTRODUCTION AND GOALS INTRODUCTION

STUDY GUIDE GOALS

The purpose of this report is to present the design process followed during the first semester project according to the study plan of the Service Systems Design Master at Aalborg University Copenhagen (Aalborg University, 2012).

The study goals defined were based on the requirements from the Service Systems Design study curriculum (Aalborg University, 2012).

The report is organized chronologically. The methods, tools and techniques used along the semester are discussed and illustrated, starting from a very broad perspective given by the semester theme, transportation, and tracking all the steps and directions taken to achieve the final solution. This project has been conducted by three students with different nationalities (Denmark, Spain, Turkey) and with a background in industrial and product design, but with different and complementary skills and experiences.

•Analyze problems and suggest product ideas through service tools.

•Focus on interaction between products and users.

•Understand social and cultural norms when designing.

•Be able to design and implement a program.

PERSONAL GOALS Some personal goals were also set in order to stablish a common criteria to define an initial direction for the project.

•Learn and implement the service design process.

•Understand the target group, as it is essential for the design process, in order to develop a service based on the target group needs.

•Apply the different methodologies and tools learnt during the lectures, and especially choose the most appropriate methods for this project.

•Combine knowledge from previous experiences and educations.

•Have a good communication within the team.

•Create and follow a plan during the process.

THEME

SEMESTER THEME This is the process followed to define the topic for the semester project. The main theme given was ‘transportation’, but since this is such a broad word several analysis were made in order to narrow it down to a more concrete problem. First, the available means of transportation were analyzed. For each of them, pros and cons were listed, in order to identify problems or critical points that we could focus on. Several critical points were noticed, but since no other criteria was stablished, it was still unclear what our theme focus should be. After that, a new approach was taken. In order to address the problem from a different perspective, ‘transportation’ was addressed from the users’ point of view. With this new approach, three main possible target groups came up based on previous experiences and observations. HYPOTHETICAL PROBLEMS FOR THE TARGET GROUPS Newcomers would have a lot of transportation problems when arriving to a new place. Everyday actions such as planning your route, finding the right bus line or buying a ticket might be much more complicated than they seem when you are new in the city.

And the same issues affect students. Moving to a new city means exploring a completely uknown area, but it also involves new friends, new studies and new routines. In one word, a new life. Therefore, transportation is the last thing you want to think about when you have so many other things in mind. Elderly people also have a lot of difficulties when using transportation. A lot of them are not able to use bikes or drive cars anymore, and therefore they depend completely on public transportation. During the past few years, and due to the fast development of new technologies, the way people using transportation is evolving too. Therefore, elderly people might encounter some difficulties there, specially related to the use of new technologies and how they are becoming more integrated in our everyday life. After having analized these three groups, it was agreed that the elderly, besides being the largest target, was also the one with more critical points, and the one with more room for improvement. Therefore, transportation for the elderly was chosen as our topic for the first semester project. 7

METHODOLOGICAL APPROACH DOUBLE DIAMOND At the beginning of the project the double diamond design process was chosen to stablish our service project. The model consist of four main phases: Discover, Define, Develop and Deliver. â&#x20AC;&#x153;The first quarter of the double diamond model marks the start of the project. This begins with an initial idea or inspiration, often sourced from a discovery phase in which user needs are identified.

The second quarter of the double diamond model represents the definition stage, in which interpretation and alignment of these needs to business objectives is achieved. The third quarter marks a period of development where design-led solutions are developed, iterated and tested within the company. The final quarter of the double diamond model represents the delivery stage, where the resulting product or service is finalised and launched in the relevant marketâ&#x20AC;? (Design Council, 2005).

The diamond shape is formed as a result of the divergent and convergent stages of the design process.

DISCOVER

DEFINE

DEVELOP

During the process it was realised that these four phases do not have accurate boundaries. Due to the requirements of the project, these phases overlap.

DELIVER DISCOVER

Because of the overlapping phases, it was developed another way to illustrate these four phases which can be used as a timeline.

DISCOVER

DEFINE

DEVELOP

DELIVER

DEFINE

DEVELOP

DELIVER

METHODOLOGICAL APPROACH DESIGNING “WITH” THE USERS

DISCOVER

UNDERSTAND

DEFINE

In order to involve the users in the design process, the project was grounded in a user-centered approach. This turned into an iterative design process where the target group was crucial to any decission taken (Spinuzzi, 2005). As part of the initial research, focus groups interviews were conducted to analyze the problem and state a concrete problem definition, providing the team with a broader perspective from the user’s point of view. The implication of the users in the process was also used as validation for assumptions and was crucial to state the needs of the target group. The user’s participation was also applied

TEST

DEVELOP

APPROVE

DELIVER

when the different possibilities for the service were being explored, ensuring that the collaborative development would lead to the right solution. A game was developed during a workshop with the users, in which special attention was paid to the user preferences. Finally, some touchpoints were also tested with the users. Quick prototypes were developed to visualize possible solutions and analyze their strengths and weaknesses. To implement a service like this, further approval would be needed, by prototyping, expert appraisal, and other ways of validation. 9

Tools & Methods were planned at the beggining of the process

This table demonstrates the tools and methods used during the design process. Each tool and method was illustrated with an icon. Tools and methods illustrated with dark grey colour were planned to be used at the beginning of the process, while the tools and methods illustrated with light grey colour were added during the design process due to the design requirements.

prototyping

scenarios

storyboard

blueprinting

experience prototyping

flow chart

stakeholder map

motivation matrix

DELIVER

Tools & Methods were added during the process due to the proejct reqiurements

METHODS & TOOLS USED DURING THE PROCESS

customer journey

design brief

DEVELOP

scenarios

workshop

personas

DEFINE

questionnaire

customer journey

mind mapping

focus group

DISCOVER

online research

TOOLS & METHODS

PROCESS

METHODS & TOOLS

METHODS & TOOLS COLOUR CODE FOR PHASES:

DISCOVER

DEFINE

DEVELOP

DELIVER

ONLINE RESEARCH Online research was done to discover problem areas, solutions and exsisting services.

CUSTOMER JOURNEY Customer journey was chosen to analyse current tranportation for elderly and also to analyse the created concepts.

FOCUS GROUP Focus group was chosen to get information about transportation problems of elderly.

MOTIVATION MATRIX Motivation matrixes were chosen to select concepts and to consider interest of possible actors.

MIND MAPPING Mind mapping was used to generate and list values and opportunities.

EXPERINCE PROTOTYPING Experience prototyping was chosen to test different versions of touchpoints.

QUESTIONNAIRE Questionnaire was conducted to understand an existing service called Flextrafik from the user perspective.

STAKEHOLDER MAP Stakeholders and actors maps were done to understand and decide the service participants.

PERSONAS Personas were created to define different user groups.

FLOW CHART Flow chart was used to map and visualize the service structure and the different options.

WORKSHOP Workshop was conducted to understand the target group more deeply.

BLUEPRINTING Service Blueprint was used to have a holistic view and develop the service over time in detail.

SCENARIOS Scenarios were used in different phases of the process to create concepts and to explain the final service.

STORYBOARD Storyboard was chosen to explain the service in a more visual way.

DESIGN BRIEF Design brief was written to clarify the service limitations and specifications.

PROTOTYPING Further prototyping to validate the service concept will be considered. 11

PROJECT PROCESS

EARLY RESEARCH | FOR THE TARGET GROUP ELDERLY POPULATION IN DENMARK , 1970-2014

EXPECTED SENIOR CITIZEN PERCENTAGE IN DENMARK BY 2025 AND 2050 The Senior Market in Denmark Total Population: 5,485,000

Number of Seniors 65+ | Percentage of population 2012

975,000

17.77%

2025

1,208,000

21.20%

2050

1,374,000

24.64%

Home Instead Senior Care states that the rapid growth in the ageing population of Denmark is exerting extraordinary pressure on the public system that provides essential services for Danish seniors. According to datas, the upward trend in ageing population will continue. It is estimated that, by the year 2050, one in every 4 Danish citizens will be over 65. “Moreover, the sharpest rise in the Danish elderly population will be in those individuals in most critical need of care, citizens above the age of 80. This group alone, often described as the ‘oldest-old’ in society, is expected to grow by 20% over the next 20 years. This is expected to place unprecedented demands on the public care system. Recognising this increasing demand for additional care services” (Home Instead, 2014).

According to Organisation for Economic Co-operation and Development (OECD) the elderly population is defined as people aged 65 and over. The given graph of OEDC illustrates the proportion of ageing population in Denmark from 1970 to 2014. By 2014, the proportion of elderly population in Denmark is %17.6 over all population which is higher than OECD countries average. “In this graph, the share of the dependent population is calculated as total elderly and youth population expressed as a ratio of the total population. The elderly dependency rate is defined as the ratio between the elderly population and the working age (15-64 years) population” (OECD ,2014).

In Denmark, regional council districts, and the municipalities are responsible for organizing efforts that cover the elderly’s needs. “The federal government establishes a budgetary limit for each district and municipality, while local leaders formulate policies and services within those constraints according to the special needs of the community. As a result of ageing trend and an active interest in the ageing population at the governmental, health professional, and societal level, social service and health-care practices have evolved to directly protect and enhance the quality of life of the senior citizen” (Jarden, 2002).

REFLECTION

Online research supported the target group decision. It was a starting point to put the project on the right track. For the next step, to find out problems of elderly regarding transportation, it was decided to conduct focus groups with them. 13

FOCUS GROUP The focus groups were conducted to discover the elderly ‘s transportation problems . Two focus groups were conducted in two different activity centres for elderly, one in Halsnæs (in the countryside) and the other in Copenhagen (city). The aim of choosing different locations was to understand the different transportation problems in the city centre and the countryside. Paraplyen activity centre (Halsnæs) was chosen because it is one of the forgotten areas in terms of public transportation possibilities, but still not very far away to drive from Copenhagen centre, which takes one hour with the car. Rosenborgcentret (Indre By) was chosen as the second activity centre because it is located in the heart of Copenhagen, which has different kinds of public transportation possibilities. Focus groups started with prepared questions, and after a while they turned into conversations.

Img. 1

1ST PROBLEM DEFINITION After the focus group interviews, the project program had to be presented and therefore a first problem definition had to be stated in a limited time. By having a quick discussion about the focus groups, it was decided to focus on how the transportation system is becoming digital and the difficulties that the elderly encounter with the new technologies. This was one of the problems mentioned repeatedly in Rosenborgcentret.

How to make elderly comfortable with technology while using the transportation systems?

FOCUS GROUP ANALYSIS After the program presentation, the analysis of the focus groups was made. Here the problems and comments of each interview were listed. It was noticed that the elderly from the city centre had very different behaviour and problems than the elderly from the countryside. On one hand, the elderly in Halsnæs activity centre were having problems about inadequate transportation possibilities, while the elderly in Copenhagen centre were more concerned about transportation getting digitalized.

FIRST FOCUS GROUP Aktivitetshuset Paraplyen, Halsnæs, 03.10.14, 10:00-12:00

SECOND FOCUS GROUP Rosenborgcentret, Aktivitetscenter Indre By, CPH, 03.10.14, 14:00-16:00

In Halsnæs, the focus group was conducted with 25 participants organized in three different groups. The participants were active and some of them were able to use their cars or bikes to get to the activity centre. One common factor was recorded that the elderly were not able to use public transportation because of less frequency and poor connections. It was discovered that a lot of the elderly had mobile phones and knew how to use internet and applications. Some of them were able to use this to buy a ticket for the public transportation. Most of them knew people that were not able to go to the activity centre anymore because they were not able to bike or drive themselves.

In Copenhagen centre the focus group was conducted with 10 participants. The participants were less active and their physical condition was not that good compared to the elderly in the countryside, but they had a lot of transportation possibilities. They mentioned Flex Trafik, a service that some of them were using. Some of them were able walk the short distances to the active centre or grocery store. None of them were able to use technology.

REFLECTION

Focus group was the main starting point to discover the target group. A lot of useful information was gathered. The data gathered from the focus groups was used in the following processes in the project such as problem definition, costumer journeys, personas, scenarios, storyboards.

FOCUS GROUP ANALYSIS CUSTOMER JOURNEYS Since the focus group interviews were conducted in two different locations, two fictive customer journeys were created according to the data gathered from the focus groups.

The journeys were created between the elderlyâ&#x20AC;&#x2122;s home and the activity centre. These journeys mapped all the possibilities for the elderly to go to the activity centre.

COUNTRYSIDE

CITY CENTER

The customer journey starts with an elderly man checking Rejseplanen to see the possible connections. While he is checking, he realises that there is not any public transportation option. Therefore, he has to choose between walking, biking or driving. According to the weather and his mood he decides what to do. Since he lives far away from the centre, first he has to bike or walk to a central place where he can find bus or train connections. After walking 30 minutes, he takes the bus. He spends 20 more minutes inside the bus. Afterwards, he walks to his final destination. From this journey, it was observed that if the elderly had a bad health condition he would not be able to go to the activity centre.

All possibilities for the elderly that lives in the centre were mapped. The journey is shorter compared to the ones living in the countryside. This user was less active than the user living in the countryside, and he has to use a walker or a wheelchair during the journey.

REFLECTION

Thanks to this tool, the possibilities and options for the users were mapped. These analysis led to understand different options and the difference between active and non-active elderly.

FOCUS GROUP ANALYSIS ONLINE VALIDATION After observing a lack of transportation in the rural areas, online research was made to clarify if this was a common problem in the outskirts of Denmark.

“ Today there is a lot of offers to active, resourceful and outgoing seniors who already manage to reach out and become part of a network. Elderly are expected today to take care of their own lives, even at an old age. Therefore the contrast between those who live in isolation and with little or no networks to share sorrows and experiences and those who are more active is more significant. There are some people who feel really bad living alone. When you’re lonely, you get more sick and less able to recover from the disease. No matter the background, it can be deeply debilitating to be lonely . It is the meaning of life itself, which is at stake “ says director at “Ensomme Gamles Værn”, Christine Swane (Jyllands-posten.dk, 29.03.11). “The grocery store is closed and the bus does not drive anymore. Their health is no longer good enough to drive themselves, and for sale- signs stand all over the village. This is the situation for many elderly people who live in the country - far away from the cities” Jyllands -Posten “It is a completely wrong development, and it gets worse and worse . The elderly are left alone, and especially the elderly who cannot drive and are dependent on the bus are left all alone. They depend on others to drive for them and they cannot be sure that there is someone that can do that all the time” Næstformand i Landdistrikternes Fællesråd, Karsten Gram. “This is a trend across the western world that the villages emptied of functions. Obviously, it is particularly problematic for those citizens who cannot immediately move in everyday life or at all. There is a need for new thinking to recreate life in the villages.” Statens Byggeforskningsinstitut, seniorforsker Helle Nørgaard. “What matters is voluntaries with good ideas in the village.” Landdistrikternes minister, Carsten Hansen.

Img. 2

REFLECTION

This online validation confirmed the findings that have been observed from the focus groups.

(Fyens.dk, 03. 08.14)

FOCUS GROUP ANALYSIS After finding a lot of material about isolated and lonley elderly, the focus group interviews were analysed from another point of view. It was intended to find all the statements that involves being alone, be dependent, about their active life, thoughts about the future, about the life out in the contryside and health. These quotes are from the notes taken during the focus groups.

When I get so old that I cannot drive anymore, Iâ&#x20AC;&#x2122;m just gonna sit at home. Some of my friends already do that.

REFLECTION

By seeing the focus group interviews from another perspective, it was discovered that the elderly had bigger issues than only the technology part. Therefore the research kept going on, to find a more propper problem definition, which illuminated these new found issues.

I just move to the city some years ago, next to the train station. Then I can just walk to the activity center and also to the station if I wanna go somewhere.

The closest bus route doesnâ&#x20AC;&#x2122;t exist anymore, so now I bike three kilometers to the activity center to get here. I guess I will do that as long as I can. After that I donâ&#x20AC;&#x2122;t know how I should get here.

I do not see myself as elderly yet. But I am thinking about exercising, and biking, to prepare to get old. I wanna keep my balance and stay fit, so I can bike when I get too old to drive my car. Otherwise i would just be stuck in my house because the nearest bus is so far away.

It is not easy to live in the countryside when you get old. You are far away from everything, and the transportation is not good.

They just closed the bus route next to my house, so now I have to drive together with someone to get to the activity center.

It is not easy to get a regular taxi here out on the contryside, so last time we tried to order Flextur instead of a taxi. We were going on a trip with the activity center, and we had to meet right outside to get with their bus. Our taxi was an hour late, so we almost missed the bus and trip.

We once made a trip with public bus, to show the elderly how easy it was to come around. It turned out that we had to travel in 3 groups, one in each bus, because the walkers did not fit in the same bus at the same time. So some of the elderly had to stand outside for a really long time and wait for the second and third buses. That was the last time we did that kind of event. 19

BENCHMARK RESEARCH | FLEX TRAFIK After analising the focus group interviews, more research about transportation was made. One of the findings of the focus groups was Flex Trafik, which was mentioned by some of our interviewees. WHAT IS FLEX TRAFIK? Flex Trafik is a service offered to citizens who are generally not able to use other public transport. Flex Trafik is demand-driving, which means that it is organized according to the needs of the users and not on a scheduled time (FlexDanmark, 2014 a). SERVICES OFFERED BY FLEX TRAFIK Flex Trafik gathers and coordinates a variety of different services. Each service is targeted to a different group of users, and specific requirements have to be fullfilled in order to be able to use them. The services are grouped in various schemes (FlexDanmark, 2014 b): -Handicapkørsel (Handicap transport): This is a service to ensure that people with disabilities have the same opportunities as others, even if they are not able to use buses or trains. The system is used for several purposes such as family visits, shopping, physiotherapy or cultural activities. -Kommunale kørselsordninger (Municipal transport schemes): For people who need a physician or specialist, but cannot use conventional public transport, for example citizens who need rehabilitation on day centers or in special schools. -Patientbefordring (Medical transport): Medical transport is a regional transport system for citizens who need to study or treatment at the hospital, but who cannot use conventional public transport. -Flextur (Flex Tour): Flextur is offered to everyone. It is an alternative to buses or taxi ride. This service is running from address to address, the users don’t need to go to a bus stop to be picked up. The Flextur schedule will typically be coordinated with other citizens. This means that you will often have a slightly longer journey, but at a lower price than ordinary taxis. -Teletaxa (Tele Taxi): In areas with few passengers, the citizen can call and order a taxi instead of a bus. The service runs in a geographically defined area, as a connection to other public transportation or as a substitute for an ordinary bus ride. 20

BENCHMARK RESEARCH | FLEX TRAFIK Within all the different services offered by Flex Trafik, Flextur seemed the most relevant and interesting for the project. Therefore, more in depth research was made about this service. First of all, it was found that this service does not operate in all the municipalities of Denmark, as seen on the map. Regarding the payment system, it can be done online or by cash to the driver, depending on how you order your Flextur. The price of each trip is based on the distance of the journey, and there are different prices depending on which municipality you are located in (MoviaTrafik, 2014).

Kort over Flextur December 2014

Pristabel Almindelig takst (orange kommuner) Grundtakst inkl. 5 km. kørsel 24 kr. Takst pr. km. ud over grundtakst 6 kr. Rabat for medrejsende (maks. 3) Halv takst Rabat for børn under 12 år Halv takst Kommunetakst (grønne kommuner) Grundtakst inkl. 10 km. 24 kr. Takst pr. km. ud over grundtakst 6 kr. Rabat for medrejsende (maks. 3) Halv takst Rabat for børn under 12 år Halv takst

Helsingør kommune

Fredensborg kommune Hørsholm kommune Egedal kommune

In order to get more information about how the service was organized and planned, some phone calls were made, but unfortunaley it was not possible to get any relevant data out of them. It was not able to find the right person to talk to, and the contacted ones were always referring to someone else, but they were not very specific.

Frederikssund kommune

Rudersdal kommune Lyngby-Taarbæk kommune

Gladsaxe kommune HøjeTaastrup kommune

Brøndby kommune

Since no useful information was found and it was still very unclear how the service was organized. Booking the service was tried in order to find out more specific details. It was stated on the website that the service can be ordered online and on the phone. By booking the service online it was not possible to get very far in the process because some personal and bank details were required to log in. Therefore, it was tried to be booked on the phone, this time pretending that a senior family member was interested in start using the service, and again, asking for more details. But unfortunately, no clear information was neither given this time, and they kept referring to the website again. After all the phone calls, Flextur still seemed very confusing. When Flex Trafik was mentioned for the first time, it was seen as something that could be used as a starting point for the service, or as a possible collaborator. But due to the lack of information and transparency of the service, and the project time limitation, it was decided not to work further with it at this time. Lolland kommune

Guldborgsund kommune

Img. 3 21

QUESTIONNAIRE An online questionnaire was printed and filled by the elderly in the Activity Centre Paraplyen in Halsnæs. The aim of the questionnaire was having some reviews about Flex Trafik service. As a result it was figured out Flex Trafik service was not popular among the elderly in Halsnæs. Some of them did not know the service while others prefered not to use it or did not require it.

SUMMARY OF QUESTIONNAIRE RESULTS PARTICIPANTS

Why do you use this transport instead of the others? -it is comfortable / it is the best for me / it is the easiest/ there is a lack of public transportation in the city What is the nearest public transportation for you? -Bus / Train / Train & Bus How far is it? -500m / 200m / 300m / 3km / 0.5 h FLEX TRAFIK Do you use Flex Trafik? Yes (Ja) 1 9% No (Nej) 10 91%

Man 0 0% Woman 11 100%

How did you get familiar with this service? -no answer How often do you use Flex? -no answer How is your experience with using Flex? -no answer Who do you live with? Partner Live alone Collective

How far is the destination when you use Flex? -1/2 hour

6 55% 4 36% 1 9%

Do you use the opportunity to have other passengers with you while using Flex Trafik? Yes 0 0% No 1 9%

TRANSPORTATION Which transport do you use in you everyday life? Walk (går omkring) Bike (cykler) Car (bus Bus Train (tog) Metro Taxi Other 22

7 5 7 7 7 1 0 0

64% 45% 64% 64% 64% 9% 0% 0%

Why don’t you use Flex Trafik? I use bus and train / I have my own car / I have my own car and can use both bus and train / I don’t know the phone number and how much it costs / I use public transportation and pension card

REFLECTION

The questionnaire was found ineffective to get information about Flex Trafik. Afterwards a workshop was organised in the same activity centre to have more related information for the project.

PERSONAS GOAL-DIRECTED PERSONAS Personas were created based on the focus group interviews. Three personas were created according to their ability to use different kinds of transportation and the place where they live.

Gertrud female 86 years old

She lives in an apartment in Oesterbro, alone. She is going to the activity centre twice a week to meet her friends and play cards. She takes the bus, which is right in front of her building. She is afraid that they will close the route and she won’t be able to get to the centre by herself. She knows what time the bus is driving so she’s usually on time. She doesn’t have a mobile phone or a computer, so she is not able to check the route or the schedule of the bus. She has the mimre card, so it’s cheap and easy to go by bus. Once she gets into the bus, she sits down and usually talk to the people around her. Sometimes some of her friends who are also going to the center take the same bus, so they can sit together and chat. Sometimes during the weekends, she goes to visit her family, who live outside the city. Her son insists on picking her up with the car at home, but she doesn’t want him to spend two hours driving to her place and two hours back. Her health condition is generally good so she doesn’t want her family to bother. She likes being independent, so she takes the bus to the nearest bus station to her son’s place, and then her son picks her up with the car. Her legs and balance are not like they used to be anymore.

Gerda female 85 years old

She lives alone in a house in the countryside next to Auderoed, which is a small village in the north of Sjaelland. She used to go to the activity center in Frederiksvaerk, which is 3.5 km far from her house. Her health condition started to decline a few years ago, so she’s not able to bike or walk long distances anymore and the bus route that she used to take shut down last year, so she cannot go to the center on her own. She misses the time when she was able to meet with her friends, but she accepted this life condition because she feels too old to start all over: new house, new city, etc.., even though her family keeps telling her to move to the city. They live two hours away and she would love being able to visit them very often. They are very busy but they visit her every second Sunday, so she is always counting down the days to see them. She prepares their favourite dishes and she enjoys knitting socks for her grandchildren. She likes cooking but due to her health condition she’s not able to go to the grocery store and buy food herself. She calls every Monday to the closest grocery store and they deliver her what she orders. When she has to go to the doctor she uses the patient transport, which she orders on the phone.

Leif male 71 years old

He lives with his wife in a farm in the countryside next to Auderoed. They have a very active lifestyle, they love trekking with their dog, biking around and going to the cinema. He plays badminton every Friday at the activity center with some friends. He bikes to get to the activity center, that is cheap, quick and easy. When it’s raining or the weather is too bad he drives an old car that they have. He likes being independent and he cares about his health because he wants to stay active as long as possible. He is aware of the situation that in 10 years he won’t be able to drive anymore, so he wants to maintain his balance and health condition to be able to bike and walk. He doesn’t want to be dependent on someone else or isolated at home.

PERSONAS age: location: sex: physical condition: transportation:

Persona 1 older elderly city centre female not active possibility to use different kinds of public transportation

REFLECTION Personas led to define a more specific target group. Through the persona Gerda it was showed that the elderly in the countryside had bigger issues regarding transportation than just technology problems. Therefore, social isolation caused by a lack of transportation was stated as the new focus for the problem definition. In the further process of the project, Gerda became the main character for the service. Customer journeys, scenarios and storyboards were created with this persona. In the idea generation process, one of the other personas called Leif was also used as a character in the scenarios.

Persona 2 older elderly countryside female not active no public transportation option

Persona 3 younger elderly countryside male active possibility to use own car

OVERVIEW OF EXISTING SERVICES The existing transportation services were mapped to have an overview of the current situation. The active elderly, especially the ones in the cities, had a lot of possibilities, while the ones in the countryside only had Flextur as an option. This visualization showed that there is a gap in the upper left corner, where the target group was located.

COUNTRYSIDE

NOT NEXT TO BUS STOP AND TRAIN STATION

FOCUS AREA: NON ACTIVE ELDERLY IN THE COUNTRYSIDE. CHEAPER THAN FLEXTUR, AND EASY TO USE

NON ACTIVE ELDERLY (OLD ELDERLY)

ACTIVE ELDERLY (YOUNG ELDERLY)

REFLECTION

After getting an overview, it was showed that there was a lack of transportation for the chosen target group, which helped to confirm the previous findings.

CITY CENTER

2ND PROBLEM DEFINITION As a result of the in-depth analysis of the focus groups, the problem area was redefined. Personas helped to specify the target group and their needs, therefore a new problem definition was written.

How to make sure that transportation is not the reason why elderly people get isolated?

WORKSHOP HALSNÆS -PARAPLYEN ACTIVITY CENTRE, 05.11.2014 In order to get an insight regarding elderly’s transportation habits and preferences a workshop was conducted at the same activity centre where the first focus group interview took place (Paraplyen Halsnæs). Halsnæs was selected as a location because it does not have enough public transportation opportunities compared to Copenhagen city centre.

The workshop was based on two games, one called “the perfect journey” (game 1) and the other called “prioritisation” (game 2). These games were followed by some conversation about their transportation habits.

PERFECT JOURNEY GET INFO

PREFERRED TRANSPORTATION

HOW TO ACCESS TO THE STATION

PAY

DURING THE JOURNEY

GAME 1 | THE PERFECT JOURNEY GAME STRUCTURE

MAIN FINDINGS

The first game was created as a board game called “The perfect journey” which was aimed to discover elderly’s preferences while travelling short distances. At the beginning of the game, the elderly were told to imagine that they had to travel to a place they had never traveled by themselves before. The journey and the game had 5 phases; get information, get to transportation, favorite transportation, payment and during the journey. For each topic a set of cards were given to the elderly with different images related to each phase. When the cards were given to the elderly, they picked the cards that they preferred and explained why they preferred them. While explaining why they prefer those cards, they were also asked about their current journeys in their daily lives.

After playing the game some common factors were noticed: MOST MENTIONED PROBLEM - Distance, how to get to transportation PREFFERED WAY OF GETTING INFO - Asking someone (real person) FAVORITE PAYMENT - Non digital, no technology , klippekort or cash PREFFERED ACTIONS DURING THE JOURNEY - Socialising, chatting with others 27

WORKSHOP GAME 2 | PRIORITISATION GAME STRUCTURE For the second game, a set of cards with keywords was given to the elderly. The purpose was to let the elderly prioritize what they found more important when using transport. They were told to organize the cards starting with the most important.

Easy to get there Comfort Weather

Easy to get info

Price Socialising

Safety

Less waste of time

Punctuality of bus/train

MAIN FINDINGS MOST PRIORITIZED CARD - EASY TO GET THERE (ACCESS) An easy and comfortable journey is crucial for the elderly. At the same time, the price of the journey is another important factor. The time and duration of the journey are not a big concern. They generally plan their journeys in advance. Punctuality is not a big issue because they are usually not in a rush.

REFLECTION

The workshop was conducted in order to understand when transportation becomes a problem for the elderly. The games were very useful to get information. They did not only encourage the elderly to express themselves, but also made it possible for the team to receive more relevant information. Doing a game instead of an interview helped to have more concrete answers and keep the elderly on the track during the sessions. 28

WORKSHOP

LUGGAGE SLEEP MULTITASKING & DOING OTHER THINGS

EASY ACCESS TO HELP TRANSPORTATION LIVE

PUNCTUALITY RIGTH ON TIME

(IN)DEPENDENT WAITING TIME WASTING TIME

LIFT

GO ANYWHERE GO ANYTIME !

MISSING LIGHT

SOCIALIZING

LONG DISTANCE

SAFETY

COMMUNITY LIVE

TRAIN

CARRY HELPING AID

JOY

HAPPY&ACTIVE ELDERLY

IF SOMEONE IS WAITING AT THE BUS STOP I PICK THEM UP

RELIABILITY

TALKING WITH OTHER PEOPLE IN THE TRAIN

JOURNEY

READ

COMFORT

ALL FOR ONE

EACH TAKE CARE AND OTHER GO! STICK TOGETHER

KEYWORDS After the workshop, all the information gathered during the games was analised. Based on the results, quotes from the elderly, and notes taken during the workshop, it was found that accessibility to transportation was the issue that the elderly had more difficulties with. Moreover, to have a better overview of the rest of the workshop, other important topics were written on post-it notes and were grouped into different categories. Combining these categories with the background knowledge, three more keywords were selected: personal interaction, independence and socialization. 29

3RD PROBLEM DEFINITION Since accessibility was defined as the main concern, the problem definition was further specified.

How to make sure that accessibility to public transportation is not the reason why elderly people get isolated?

IDEA GENERATION ASSOCIATION TECHNIQUE To get started and come up with some first ideas, association technique was used. By combining the keywords from the workshop with existing transportation possibilities, some initial ideas were generated.

1. BIKE TAXI

3. LIFT

A person cycles the elderly between their home and the station, ex.student job

A service that gives the possibility of getting or giving a lift to the ones living in the same community. Strengthen the social life in the community.

2. SCHOOL BUS

A bus drives around to pick up the elderly at home and drives them to activities or events in the city. Round trip.

4. SCOOTER

A service that provides the option to carry a scooter, so the elderly can drive to the bus stop and bring their scooters. When the bus stops again, they still have their scooters to go to their destination. 31

SCENARIOS Based on the four ideas that came out of the keywords association, 9 scenarios were developed with 9 different concepts.

REFLECTION

At the beginning of the project it was not planned to use scenarios in the Discover phase. During the process, it was realized that scenarios were a good tool to communicate ideas visually, so it was decided to use them to generate quick concepts. 32

ISOLATION MIND MAP In order to start discussing about the scenarios, it was first needed to understand which factors can lead the elderly towards isolation. By discussing and mapping some of these factors, it was noticed that isolation is produced when the elderly have no option to have physical contact their family, friends or other members of their community by themselves. Because even if they are visited every weekend by their families, their everyday life might become lonely and boring, and just the simple fact of depending on somebody else might lead to depression and a strong feeling of apathy (SCIE, 2012). Consequently, everyday life isolation was seen as a bigger part of the problem.

Go somewhere when they have planned it in advance. Ex. Going to the theatre. What are the needs of the elderly, regarding transportation?

Go to places on a regular basis / Follow a routine. Ex. Going to the grocery store, or the activity centre. Cover emergencies. Ex. Going to the doctor / hospital.

4TH FINAL PROBLEM DEFINITION After including the â&#x20AC;&#x153;everydayâ&#x20AC;? factor in the picture, the problem definition was revised. This one was stated as the final problem definition for the project.

How to make a service to prevent elderly from social isolation caused by the lack of accessibility to transportation in their daily life?

PROBLEM DEFINITION OVERVIEW IN THE PROCESS

1st PROBLEM DEFINITION How to make elderly comfortable with technology while using the transportation systems?

USER JOURNEY

PERSONA

FOCUS GROUP MIND MAPPING

1st SUPERVISION 2nd PROBLEM DEFINITION How to make sure that transportation is not the reason why elderly people get isolated? 2nd SUPERVISION

WORKSHOP

4rd FINAL PROBLEM DEFINITION

SCENARIOS

3rd PROBLEM DEFINITION How to make sure that accessibility to public transportation is not the reason why elderly people get isolated?

How to make a service to prevent elderly from social isolation caused by the lack of accessibility to transportation in their daily life?

EVALUATION OF PROBLEM DEFINITION Two different focus groups were conducted before the program presentation; one in the city center and the other one in the countryside. Different problems were found. In the program presentation the use of technology was stated as a problem, which was mentioned by the elderly in the focus group in the city centre, whereas the problem for the elderly people outside the city was mainly the lack of public transportation. After the program presentation, the focus group interviews were analysed more deeply and two fictive user journeys were created according to this analysis.

Following the user journeys, mind mapping was done. Deeper analysis and these tools helped to think about not losing the focus on transportation in the project. Developing personas also helped to find a new focus for the problem area instead of focusing on technology. Therefore it was decided to change the problem definition. After the second supervision meeting, the problem definition was narrowed down to accessibility. To define accessibility a workshop was organised with the elderly. Thanks to this workshop, scenarios were created and the final problem definition was established. 35

DESIGN BRIEF INTRODUCTION

SPECIFICATIONS

Project: This project has been developed by Service Systems Design Master students at Aalborg University Copenhagen. This is the main project for the first semester.

Price: One of the issues that elderly take into account when choosing a mean of transportation is the price. Therefore, it is desired to create a service which price is competitive with the existing public transportations systems. Moreover, the price should not depend on the distance, but each trip should have a fixed price.

Timing: September 2014 to December 2014. Topic: Transportation for the elderly. Team: Begüm Becermen, Camilla Cramer, María Crucera. Supervisors: Amalia De Götzen, Nicola Morelli

PROJECT DESCRIPTION Goal: Create a service to prevent elderly from social isolation caused by the lack of accessibility to transportation in their daily life. Keywords: Transportation, elderly, isolation, accessibility, social, active, everyday life. Target group: Elderly people who do not live in the city centre and do not have accessibility to public transportation.

Technology: Elderly are not very comfortable with new technologies. In most cases, their technological skills are limited, and they feel at ease when they have something tangible rather than a digital product, or when they interact with real people instead of machines. Therefore, the solution should avoid any complicated interfaces, and it should be easy to use for the elderly. These requirements will always be taken into account when designing the touchpoints. Accessibility: The service should provide the elderly with the option to access to public trasportation or to get to the centre. Frequency: The limited timetable of the current transportation systems makes it almost impossible to go to the city in the evening, because there is not trasportation available to go back from a specific time. The service should provide the elderly with an option to return home if they are out at that time. Socialization: One of the main goals of the service should be to offer the elderly an option to feel involved in their community. Transportation should be considered as a way of connecting them with friends, events or other social activities, not only as a way to get from A to B.

DELIVERABLES •Service solution •Product report •Process report •Prototype (subject to time limitation)

REFLECTION

The design brief was written to establish the criteria that should be the basis of the project. Having a design brief provided a reference point in the concept development phase, and ensured to be on the track. Specifications in the design brief also contributed to the selection of concepts .

CONCEPT 1 | SCENARIO 3

This scenario is based on the idea of connecting the elderly citizens with local activities in their area. There is a bus that follows a route going to the different activities, which people can sign up for. In this case, Gerda will receive at home the information about the service and the local activities. She is interested in attending some activities, so a few days in advance she uses the phone to sign up (she could also do it online). The day of the activity, the bus picks Gerda up at home and takes her to the activity place. There, she meets some friends and other people that was in the same bus. When the activity is over, the bus brings her back home. This scenario is a way of providing the elderly with option of participating in the social and cultural life of their area, facilitated by a doorto-door transportation.

CONCEPT 2 | SCENARIO 4

This scenario shows the possibility to go to the stationcity center without depending on their family and friends. The service is like an extra bus route a few times a day. The route is going around in the countryside, and to be a part of the service the customers have to call, and then a bus route will be planed according to the people that have signed up. The bus driver then picks the elderly up at the door on a fixed time, depending on how the route looks that day, and according to the number of participants.

CONCEPT 3 | SCENARIO 9

The main idea behind this scenario is connecting the elderly with their neighbours. At the beginning of each month, Gerda receives in her letterbox a paper with the work schedules of her neighbours, and their contact details (phone number). Gerda can check who is driving to the city center when she would like to go there as well. In this case, Leif, who lives a couple of streets away from her, is driving every day at 8am and coming back home at 3pm. Since those hours are suitable for her, she calls Leif to arrange a trip with him. The next day, when Leif is driving to work, he picks Gerda up at her home and drops her at the city center. When he finishes his workday, they meet again in the city center and he brings her back home. With this service, Gerda gets a lift from the door of her house, and Leif splits the cost of the trip with her, therefore there are benefits for all the people participating in the service, not only for the elderly. The monthly schedules are organized by the community of neighbours at the community meetings. This scenario is also a way of strengthen the community by connecting people who lives nearby. Since they get to know each other, they may also feel more comfortable in the future if they have to ask them a favour.

CONCEPT SELECTION DETAILED CUSTOMER JOURNEYS

To understand each concept in detail, it was decided to make customer journeys of the three scenarios. For the third concept (scenario 9), digital and non-digital touchpoints were tried to be defined, but a lot of problems were found. It was realised that it was not easy to include all the required information in a non-digital platform, and there were already existing solutions for the digital one. Therefore, it was decided to eliminate this concept and keep developing scenarios 3 and 4. 40

REFLECTION

Customer journeys were first thought as a tool to understand the concepts from the userâ&#x20AC;&#x2122;s perspective. It was a simple way of showing the interactions and identifying problems related to the touchpoints, which helped to eliminate one of the scenarios.

CONCEPT SELECTION MOTIVATION MATRIXES SCENARIO 3

SCENARIO 4

SCENARIO 4 The motivation matrixes for scenario 4 showed that the users would be the only ones that would have relevant benefits. Therefore, it would be hard to get the stakeholders involved financially and the users would have to pay for the service. It would become a very expensive service. SCENARIO 3 In scenario 3, both stakeholders and users would have enough benefits to be interested in the service. It was thought that the user would be more willing to use this service because it provides not only a mean of transportation but also a reason to go outside to socialize. Thus, this scenario was chosen as the final concept. Motivation matrixes were done for scenario 3 and 4 to evaluate the possible motivations of the stakeholders and users involved in the service. While these matrixes were being created, it was seen that the motivations would change depending on who paid for the service (users, municipalities of both of them). Hence, for each scenario, three motivation matrixes were made. However, this was just a general outlook, since more background and financial data would have been needed in order to get more accurate results. These motivation matrixes were used to eliminate one of the two remaining scenarios.

REFLECTION

When developing the motivation matrixes, it was realized that to understand how the stakeholders would be involved in the service a lot more research and information would be needed, especially to understand the financial part. Therefore, it was decided to make actors map during the following steps of the project. Motivation matrixes also helped to select the final concept for the project. 41

CONCEPT SELECTION OVERVIEW

SCENARIOS 1-9 SCENARIO 3

SCENARIO 3 SCENARIO 3

SCENARIO 4 DETAILED CUSTOMER JOURNEYS

DESIGN BRIEF

MOTIVATION MATRIXES SCENARIO 4 FINAL CONCEPT

SCENARIO 9

CONCEPT DEVELOPMENT POSSIBLE STAKEHOLDERS To try to understand the system structure, a first draft of the service blueprint was started, which involved all the possible actors and stakeholders at the same time. At this stage, it was not possible to get the overview of the service and the relationships between the actors. Stakeholder maps were used as a tool to clarify the relationships between the possible actors (Schneider & Stickdorn, 2013). The number of actors and ways to put them together, internal and external, gave a lot of possible scenarios. Therefore, it was decided not to focus on defining a service provider but to keep developing the service itself.

REFLECTION

A lot of time was spent trying to understand the service system. Even though it was a complex system to discuss with the current knowledge, it was useful to eliminate some of the actors. 43

CONCEPT DEVELOPMENT TOUCHPOINTS

Digital

To start thinking about the touchpoints, the first thing to keep in mind was the technological difficulties that elderly might experiment with digital devices. During the first focus group interviews, it was shown that a lot of them did not feel comfortable at all when they had to use any kind of technology, and they often asked someone else for help when they did not have any other choice (especially if they had to deal with Internet). However, it was also considered the fact that some other elderly were used to use technology. This last statement was also confirmed during the focus group, where some of the interviewees were using smartphones on a daily basis, and some also had tablets, laptops or computers at home. Consequently, our target group was subdivided in two groups: the ‘younger elderly’, who use smartphones, tablets and laptops, and can use technology by themselves; and the ‘older elderly’, who would never use technology on their own, either because they feel intimidated and uncomfortable with it, or simply because they do not have the right devices or skills. 44

Non-digital

Another point of interest was that, in a few years, most of the elderly -if not all of them- will be using technology in their daily lives. Those that we grouped into the ‘younger elderly’ will probably still be using technology when they became ‘older elderly’, and the new ‘younger elderly’ will be a group that is already much more used to live in a digital world. And the further we go in time, the easier it will be for elderly people to deal with digital devices. However, it might take several years until this gap is bridged, and therefore all the possibilities have been considered. Taking this into consideration, and aiming our service to reach both groups, it was decided that there would be a non-digital solution for the older elderly with the anti-technology attitude; and a digital solution, to easily reach the younger elderly too. The non-digital solution should be simple and easy to implement, so it would not be required a lot of effort or resources to remove it when it is not necessary anymore.

CONCEPT DEVELOPMENT FIRST BLUEPRINT DRAFT After some of the actors had been eliminated, a more simple first draft of the blueprint was finally made (Schneider & Stickdorn, 2013).

REFLECTION

By selecting one possible scenario for the blueprint draft, it was possible to start thinking more concretely about the touchpoints and the back and front office.

CONCEPT DEVELOPMENT

NEWSPAPER

SERVICE PROVIDER

MUNICIPALITY

TRANSPORTATION COMPANY TR

PAR T

EXTERNAL INTERNAL

ICIPA

NTS

BENEFITS

LIZATION

ELDERLY

FUN / SOCIA

ACTIVITIES TION ICIPA

T PAR

STAKEHOLDER MAP With the current knowledge, this way of organising the service system seemed the most reasonable. The stakeholder map was made as a result of the blueprint draft and was used to represent the service ecology (Morelli & Tollestrup, 2007). In this map, the service provider is seen as the centre of the whole representation. Whether the transportation should be provided by the same organizer company or by an external transportation company will depend on several factors, but since no deeper research about that was done, they both are seen as one actor.The actors are represented with their mutual relations and the flows of material, information and money throughout the system. 46

REFLECTION

Even though all those factors are represented in this graph, it only shows one of the possible solutions. In order to determine the real solution, and specify the final interactions and flows, more information is needed about the social, cultural and financial context where the service would be organized.

CONCEPT DEVELOPMENT PAYMENT OPTIONS FOR THE USERS To choose what kind of payment system should be used, it would be needed to do a lot of research in this field, for example interviews and prototypes of different options. In this timeframe, it only came to the first stage.

PAYMENT OPTIONS FOR THE ELDERLY

Advantages

Disadvantages

Cash in the bus

Easy Available for everyone

Longer journey because of spending time on counting the money. Problem if they forget to bring cash

Creditcard, Mastercard, Dk-card, Visa

Easy to bring. Don’t think about bringing cash, -you always have money with you.

Not all elderly have card. Do they remember the card? Do they remember pincode? longer time -may be slow to see numbers on the screen

Top up card/account

Easy. You don’t have to bring money so often. You can do it online.

Remember money when the account is empty. Maybe have to set a reminder to top it up.

Pbs made from the first normal bill

When it’s set up it’s easy Don’t think about it, just make sure you have money on your account.

You have to set it up. Trust the service.

REFLECTION

With the current knowledge and timeframe it was decided not to go further into the payment system. This table gives an overview of the different payment options that already exist, and sets a discussion ground for future development and implementation. 47

CONCEPT DEVELOPMENT FINAL MOTIVATION MATRIX With the knowledge at this point, there were chosen some actors that possible could have interest in being a part of STEP. To show how the motivations and interestes according to each other, a motivation matrix wass made (Service Design Tools, 2005).

Gives to

STEP

Transportation Activities

Elderly

Newspaper

Municipality

Money

More participation

Possibility to have a social and active life Not dependent on family and friends

Money More readers

Healthy and active citizens More reputation and PR More involvement to municipality

More participation

Transport the elderly to activities Mobility

STEP

Transportation

Transportate the elderly so the service works

Activities

Reason for existence

Elderly

Reason for existence More participation

Reason for existence Money

Newspaper

Schedule/stickers Regularly publicity

Municipality

Money Credibility and reliability

Social Life, fun, joy, get out of their home

Mobile elderly citizens

Reason for schedule

Healthy and active citizens Forces the local community

More participation Money (if paying for activities)

Socializing

If active elderly, less spending on healthcare

PR and publicity

Information about STEP Regularly publicity of schedule

Informed citizens

Cheaper transport

SERVICE NAME

STEP O C I A L

R A N S P O R T A T I O N

L D E R L Y

E O P L E

WHAT IS STEP? To include the essential aspects of the service, all the front letters of the keywords were used: Social Transportation for Elderly People. By using these in this order the name STEP appears -only a little step for the elderly to socialize.

CUSTOMER JOURNEY NON-DIGITAL Receive letter about STEP

Call to sign up for STEP

Give info to sign up

Become member of STEP and confirmation

Receive local newspaper and schedule

Check activities on schedule

Call to sign up for activities and voice confirmation

Put schedule on the fridge, or stickers in own agenda

Remind activity day, when looking at fridge

Touchpoints

Some days later

Get ready 1 hour before activity

Get a call 10 min. before pick up

Bus comes to pick up at home. Name validation

Arrive to activity with a lot of people

waiting for activityday

Return home with the bus

Some elderly start to see each other outside the activities as well

Touchpoints

During the activity

After using STEP for a while

CUSTOMER JOURNEY DIGITAL Receive letter about STEP

Use QR-code

Become a member of STEP and confirmation

Receive local newspaper and schedule

Use QR-code, enter directly to schedule without login

Check activities and add to sign up

Touchpoints

Some days later

Get ready 1 hour before activity

Get a call 10 min. before pick up

Bus comes to pick up at home. Name validation

Arrive to activity with a lot of people

Return home with the bus

Some elderly start to see each other outside the activities as well

Touchpoints

During the activity

After using STEP for a while

Confirmation and add directly to mobile calendar to remind

Digital reminder the day of the activity

FLOWCHART

REMINDER LOOK AT NEWSPAPER AND SCHEDULE MOBILE CALENDAR

LOOK AT NEWSPAPER AND SCHEDULE

QR CODE DOWNLOAD APP

GO TO WEBPAGE ON COMPUTER

QR CODE ON SMARTPHONE

WEBPAGE ON COMPUTER

BRING PAPER SCHEDULE

MAKE A CALL

CALL THE SERVICE

ONLINE SCHEDULE

CREATE AN ACCOUNT/ PROFILE

SCREEN CONFIRM

SELECT ACTIVITY GIVE INFO FOR PROFILE

SCREEN CONFIRM

GIVE INFO

CALL 10 MIN BEFORE BUS ARRIVES

TELL ACTIVITIES

BUS ARIVES/ GET INTO BUS

VOICE CONFIRM

VERIFICATION (BUS DRIVER ASK FOR NAME)

VOICE CONFIRM

ONLINE REMINDER

GET OUT OF BUS AND GO TO ACTIVITY

YES

OTHER PROCESS

YES

ADD COMPUTER CALENDAR

ADD MORE ACTIVITIES?

With inspiration from flow charts, the service structure was organized, but in a more simple way. It was made to get an overview of the service and to understand what happens in the different touchpoints and when the users have to take decisions (Smartdraw, 2014).

BUS ARIVES/ GET IN BUS

PUT ON THE FRIDGE

USE PAPER SCHEDULE/ STICKERS

YES-

HOW TO USE?

REFLECTION

LOOK AT PAPER SCHEDULE

DRIVE/ BUS JOURNEY

ADD MOBILE CALENDAR

DECISIONS

WEBPAGE CALENDAR

USE STICKERS IN OWN AGENDA OR CALENDAR

VERIFICATION (BUS DRIVER ASK FOR NAME) DRIVE HOME AND STOP AT THE FRONT DOOR

An overview about the service structure was shown by drawing what was happening, step by step. Even though the flowchart method was used in a much more simple way, it showed the system of the service in a more visual way. While the flowchart was being made, all steps and touchpoints were discussed, and therefore all the specifications could be done afterwards.

SERVICE DETAILS | ORGANISING THE SERVICE HOW TO CHOOSE THE KIND OF ACTIVITIES

POSSIBLE PARTNERS

Before starting up STEP the organiser and PR/marketing have to get in touch with the local activities in the area. In this project, all the research was made in the area of HalsnĂŚs, but in fact it could be any area in Denmark in the countryside, where there are not so many transportation possibilities. STEP promotes local activities instead of being a competitor to the local organizers and events. The idea is to collaborate with them to strengthen the local society.

In order to have a wide range of activities, everyone who is organizing an event, activity, trip or similar can be a part of STEP. It does not matter if it is a private organizer, a company, or a public event.

HOW TO GET IN TOUCH To let the local activities know about STEP for the first time, it will be needed to have a marketing department doing PR. STEP would probably have to find partners and activities in a proactive way at first, and later on when it becomes more well known, they could just have an online sign up for new partners.

To involve as many activities as possible, it is decided that the activity organizers do not have to pay to be a part of STEP. If they had to pay to be included in the schedule, free events might not be able to, or would have less interests and motivations for being a part of it. As a consequence, less activities would be offered. With the current knowledge, the ideal scenario would be the one shown in the blueprint draft, where the municipality pays most of the service. As shown in the previous motivation matrixes, besides the elderly, the municipalities are the ones getting clear benefits from STEP. The municipality could use the service to build up a reputation, as an elderly-friendly municipality that cares about their citizens, promote local events or activities and strengthen the feeling of belonging to a community. In exchange, their collaboration would be used as a trust builder for the users, and some financial support would be required as well. Of course the elderly should also pay for the service, but just a little amount which would make STEP compete with the existing public transportation prices. If the elderly were the only ones paying for STEP, the service would get very expensive, just like the existing Flextur. The option of being free for the elderly was also discussed, but the concern was that nobody would use the public transportation anymore.

SERVICE DETAILS | TOUCHPOINTS

E IM tT 1s

STICKERS

Getting to know the service is a very important step that was also discussed for a little bit. To notify the users for the first time about our new service, it was decided that non-digital media would be used. It was thought that it is much more likely that the elderly pay attention to non-digital than digital media. Therefore, to spread the word about the service for the first time, posters would be used, and they could be hanged up at places that the elderly frequent, such as activity centers, second-hand stores or cafĂŠs. Furthermore, all the citizens would receive a letter from the municipality, informing about STEP. This letter would be sent to every house in the municipality, not only to elderly citizens. The reason for this is because, even if the elderly do not read the letter, their family or friends might read it as well, and let them know about the service too. This letter would also be used as a trust builder for the users, since the municipality would be involved. It was chosen not to use digital media to let the users know about the service for the first time, because, besides only reaching those elderly who use technology, online advertisement such as emails or newsletters could easily be seen as spam, and there is a risk that not so many users would pay attention to them. To get regular information about the activities, the chosen media was the local newspapers. These newspapers are distributed once a week (normally on Wednesdays) to every single house in the municipality. This is a way to ensure 54

that all the citizens would be informed about the activities taking place each week. A schedule with the different activities will be included in the newspaper, besides the contact information and instructions to use the service. In this case, access to digital media will be also facilitated: the website will be mentioned on the newspaper and there will be a QR code that leads the users to the mobile application of the service. The weekly schedule will also be displayed on the website and the app, so the users could also check the activities online. With the schedule it will also be included a set of stickers with the activities for the week. On each sticker, the name and time of the activity will be displayed. These stickers can be easily added to a calendar, and they will act as physical reminders for the activities that they sign up for. With all these possibilities, the service offers a cross-channel option that allows the elderly to use the channels that they feel more comfortable with. For example, if they are not comfortable with technology, they could check the activities on the newspaper and sign up on the phone. If they are regular smartphone users, they could do everything on the mobile app, without even having to check the newspaper. Or they could also check the schedule on the newspaper, and then sign up using the website. Or check the schedule online and sign up on the phone.

SERVICE DETAILS | DURING THE SERVICE

SERVICE DETAILS | AFTER SERVICE

THE JOURNEY

GETTING FEEDBACK FROM THE USERS

When the elderly sign up for an activity through STEP, they can be picked up within an hour before the activity starts. This will depend on how many people signed up for each activity and the route that the bus driver has to follow. Ten minutes before being picked up, the elderly will receive a phone call from the bus driver, so they have a chance to be ready to go when the bus arrives to their front door.

To make sure that STEP always provides a good service, a feedback communication system with the users should be available. There are different ways in which this could be organized. After a quick discussion, it was decided that the feedback system should be also available in both digital and non-digital versions.

When the elderly get into the bus, the bus driver asks for their name to validate that the right person is being picked up. The duration of the trip will also depend on the route that the bus has to follow.

For the non-digital part of the elderly, the old fashioned way â&#x20AC;&#x2DC;praise and criticismâ&#x20AC;&#x2122; could be applied with a box in the bus. The elderly could fill out a questionnaire and put in in the box. The digital version (webpage/app) would be a quicker way of receiving feedback from the users. The elderly could easily give their opinion there if something does not work in the right way.

The elderly will be driven to the location of the activity and will be pick up from there again when the activity is finished. After driving the same route back home, they will be left at their front door again.

PROTOTYPE & USER TESTING To test a specific touchpoint in the service, an experience prototype was made (Design Council, 2005). Since a lot of different things about the paper schedule were being discussed, it was decided to build a rough prototype and test it with the users. There were different ideas; activities organized as a timetable, activities explained by text, activities classified by categories and alphabetically. There were also different ways of presenting the stickers to use as a reminder. These two touchpoints were tested at “Ældresagens” elderly café on Vesterbro. The elderly talked about how they normally plan their weekdays, and how they reminded themselves about the activities and visits they have. The different schedules were lined up and they had to choose the one they found easier to understand, and which gave them the best overview of the activities. The stickers and the schedule had the same layout, but one as a schedule to wrip out and put on the fridge, and the other one with the activities as stickers to take out and put in their own calendar or agenda. Most of them liked the week schedule in the timetable format. Some would like to plan a little longer in advance, so it was decided to go along with a 14 days schedule.

REFLECTION

Before prototyping, the possible layouts for the schedule were discussed within the group, and it was assumed that one of the ways of organizing the activities in the schedule was more clear than the others. But the experience prototype revealed that the one preferred by the elderly was one of the other options. Therefore, this was a very benefitial tool to keep the project in the right direction and an efficient way of getting useful information in a short time. 56

BLUEPRINT Service blueprint of STEP consists of four use cases respectively; sign up for the service for the first time, creating schedule, sign up for the activities, journey between home and activities (Schneider & Stickdorn, 2013).

USE CASES

Blueprint consists of four different use cases;

1. BEFORE THE SERVICE USE CASE SIGN UP FOR SERVICE FOR THE FIRST TIME

CHANNELS

3. DURING THE SERVICE USE CASE SIGN UP FOR ACTIVITIES

4. DURING THE SERVICE USE CASE JOURNEY BETWEEN HOME AND ACTIVITIES

Five different channels were demonstrated in the blueprint; PAPER schedule, stickers newspaper, agenda calendar, poster letter from municipality

FLOWS

2. BEFORE THE SERVICE USE CASE CREATING SCHEDULE

PHONE telephone call

APPLICATION smartphone, tablet

WEBSITE computer, laptop

PERSON a tangible person (exp. bus driver)

Information flow

One sided flow

Sequencing events

Journey

Two sided flow

Variable time

Material Flow

COLOUR CODING

USER JOURNEY WHITE BACKGROUND FOR VISIBLES

CHANNELS

ACTORS

SUPPORT

LIGHT GRAY BACKGROUND FOR INVISIBLES 57

BLUEPRINT | 1. USE CASE - SIGN UP TO SERVICE BEFORE THE SERVICE - SIGN UP TO SERVICE FOR THE FIRST TIME USER JOURNEY PAPER

GET INFO ABOUT THE SERVICE

CREATE A PROFILE

CONFIRM

RECEIVE LETTER / NEWSPAPER /POSTER

PHONE CHANNELS

CONTACT WITH THE SERVICE

APPLICATION WEBSITE

CALL THE SERVICE

GIVE INFO

VOICE CONFIRMATION

DOWNLOAD APPLICATION

CREATE ACCOUNT / PROFILE

SCREEN CONFIRMATION

GO TO WEBSITE

CREATE ACCOUNT / PROFILE

SCREEN CONFIRMATION

PERSON line of interaction

BUS DRIVER

ACTORS

line of visibility ANSWER PHONE

CALL CENTRE OPERATOR ORGANIZER / MANAGER

ACCESS DATABASE

CONFIRM

ADD INTO DATABSE

SEND LETTER / POSTER

ACTIVITY ORGANIZER

SUPPORT

line of internal interactions SHOW DATABASE

DATABASE NEWSPAPER

STORE INFO OF NEW PROFILE

SEND NEWSPAPER

NEXT PHASE: CREATING SCHEDULE 58

BLUEPRINT | 2. USE CASE - CREATING SCHEDULE BEFORE THE SERVICE - CREATING SCHEDULE RECEIVE THE NEWSPAPER

USER JOURNEY

GET STICKERS & SCHEDULE

PAPER

CHANNELS

PHONE APPLICATION WEBSITE PERSON line of interaction

BUS DRIVER

ACTORS

line of visibility

CALL CENTRE OPERATOR ORGANIZER / MANAGER ACTIVITY ORGANIZER

SELECT ACTIVITIES INFO ABOUT ACTIVITIES

CREATE SCHEDULE

SEND INFO OF SCHEDULE RECEIVE SCHEDULE

SUPPORT

line of internal interactions

DATABASE NEWSPAPER

RECEIVE SCHEDULE

PRINT SCHEDULE & STICKERS

SEND THE NEWSPAPER

NEXT PHASE: SIGN UP FOR ACTIVITIES

BLUEPRINT | 3. USE CASE - SIGN UP FOR ACTIVITIES BEFORE THE SERVICE - CREATING SCHEDULE USER JOURNEY PAPER

CHECK ACTIVITIES

CHANNELS

WEBSITE

SELECT ACTIVITIES

CONFIRM

CHECK SCHEDULE

CREATE A REMINDER SCHEDULE STICKERS

CALL THE SERVICE

PHONE APPLICATION

CHOOSE MEDIA

QR CODE / CHECK APP

OPEN APPLICATION

CHECK ONLINE SCHEDULE

WEBSITE

GIVE INFO

USERNAME & PASSWORD

TELL ACTIVITIES

VOICE CONFIRMATION

CLICK ON ACTIVITIES

SCREEN CONFIRMATION

CLICK ON ACTIVITIES

SCREEN CONFIRMATION

ADD TO MOBILE CALENDAR ADD TO COMPUTER CALENDAR

PERSON line of interaction

BUS DRIVER

ACTORS

line of visibility

CALL CENTRE OPERATOR ORGANIZER / MANAGER

ANSWER PHONE

ACCESS DATABASE

CONFIRM

ADD INTO DATABSE

GET INFO OF PARTICIPANTS GET INFO OF PARTICIPANTS

ACTIVITY ORGANIZER

SUPPORT

line of internal interactions

DATABASE

SHOW DATABASE

STORE & ADD ONLINE SCHEDULE

NEWSPAPER

NEXT PHASE: JOURNEY BETWEEN HOME AND ACTIVITIES 60

BLUEPRINT | 4. USE CASE - JOURNEY BETWEEN HOME AND ACTIVITIES DURING THE SERVICE - JOURNEY BETWEEN HOME AND ACTIVITIES USER JOURNEY PAPER

CHECK REMINDER

GET READY

SIT DOWN GET OFF IN THE BUS THE BUS

GET INTO BUS

PARTICIPATE TO ACTIVITY

SAY NAME

SIT DOWN GET OFF IN THE BUS THE BUS

GET HOME

RECEIVE CALL FROM DRIVER

APP / SMARTPHONE

MOBILE CALENDAR

WEBSITE /COMPUTER

COMPUTER CALENDAR

PERSON

SAY NAME

line of interaction RECEIVE ROUTE

BUS DRIVER line of visibility

ACTORS

GO TO ACTIVITY

SCHEDULE STICKERS

PHONE CHANNELS

GET INTO BUS

START DRIVING

CALL USER

ASK NAME / VALIDATION

DRIVE

CALL CENTRE OPERATOR ORGANIZER / MANAGER ACTIVITY ORGANIZER

CREATE & SEND ROUTE TO THE BUS DRIVER RECEIVE PARTICIPANTS

SUPPORT

line of internal interactions

DATABASE NEWSPAPER

STORYBOARD Somewhere in the north of SjĂŚlland...

Gerda is 85. She lives in the outskirts of Denmark, where there is a lack of transportation possibilities. There are 2 km to the closest bus stop, but she doesnâ&#x20AC;&#x2122;t have the courage to go that far away by herself.

She has accepted the routine of living alone, and feels more comfortable in her usual surroundings. Her family lives far away, but she loves when they have time to visit her. She tracks the time with a calendar in the kitchen where she crosses out the days. This way she knows how many days are left until the next visit.

But even though she is resigned to have this lifestyle, sometimes she missess the times when she was independent and did not have to spend all her time sitting at home.

But one day...

She receives a letter from the municipality, with information about a new transportation service called STEP.

Attached with the local newspaper, she finds a schedule with activities taking place during the following week, and a set of stickers with the same activities.

She finds it interesting, and decides to give it a chance and sign up for one of the activities.

But she is not the only one. At the same time, only a couple of kilometres away, Hans is using his smartphone to sign up for the same activity.

8am, a few days later...

In order not to forget about it, she places the corresponding sticker in the calendar she has in the kitchen.

And Hans adds the activiy in his mobile calendar.

Gerda checks her calendar when she wakes up, and remembers that today she is going to the activity centre. She feels curious and excited about it.

At the same time, Hans gets a notification on his smartphone to remind him about the activity.

STORYBOARD 9.20am, the telephone rings.

9.30am

Hi Gerda, this is Anders, from STEP. Get ready to go out, weâ&#x20AC;&#x2122;ll pick you up in 10 min!

Good morning Gerda!

Gerda gets her coat and her purse. She is ready to go to the activity centre!

When the bus arrives to Gerdaâ&#x20AC;&#x2122;s house, the driver honks the horn to let her know that they are there. Gerda, who is already prepared, immediately leaves her house and gets into the bus.

When she gets into the bus, Anders, the bus driver, greets her and checks her name in the system.

10am

In the bus, Gerda sits down and meets Hans, who lives just a few kilometres away but they have never seen each other before. Since both of them are going to participate in the same activity, they start chatting during the journey.

When the activity is over, the STEP bus is already waiting for the participants in front of the door. The bus drives all the way back and brings everyone back home.

At the expected time, the bus stops right in front of the door of the activity centre, and all the passengers go inside.

At the activity centre, Gerda participates actively in the workshop. She meets some new people who also go there regularly, and they all have some laughs together.

Because Gerda enjoyed the workshop so much, she decides to keep using STEP and join more activities. She also keeps in touch with the other people that she met at the activity centre, who are also participating in a lot of the scheduled activities.

Now her weeks are filled with activities that break her routine, and she does not have to stay at home all the time.

CONCLUSION

REFLECTION These four months have followed a thoughtful process when we have tried to achieve our goal in the best possible way within the timeframe limited by the project deadline. First of all, we would like to thank our supervisors, Amalia and Nicola, for all the guidance, feedback and support given during the whole semester, both in person and on Skype meetings. We also want to thank the Paraplyen Activity Centre, located in Halsnæs, for offering their time and willingness to get involved in the design process from very early steps. And last but not least, we would like to thank the Indre By Activity Centre, located in København K, for participating in one of our focus group interviews. Looking back in the project, we started with a very broad topic, and step by step, we narrowed it down to a much more concrete problem definition. All the methods, tools and techniques that we have used have been thoughtfully chosen. We soon noticed that it is often hard to apply the design methodologies in their original form, and therefore they were usually customized to fit into the project context. This required more in-depth knowledge about the methods and tools, which we complemented with the lectures and other literature. Some of the used methods were more relevant than others, but they all gave us some insights to contribute to the process. For example, the questionnaire that we did after the focus groups did not give us so many new inputs, but it was useful to see that Flex Trafik was not so well known among the elderly. On the other hand, other tools such as personas, scenarios or prototypes gave us a clear direction to follow. As a conclusion of the working process followed during the semester, we would say that it has been very fluent. As a metaphor, we have seen our process as a puzzle: at the beginning of the semester we were given a lot of pieces mixed up in a box (semester theme). Without knowing what the final solution would be, and by using the right methods, little by little we started solving the puzzle, first the edges (defining the problem) and then organizing the rest of the pieces (find the right solution). After a while, the remaining pieces organized themselves, and in the end we had a puzzle where everything fit in the right place. Regarding the group, we would also say that the working process has been quite smooth, despite the fact that we started being four at the beginning and one of the team members left the education when we were more than halfway in the project. This affected our process in terms of planning, because we had to reorganize and divide our tasks again, and cut out some steps that were initially planned, such as developing a more detailed prototype.

Other than that, from the very first day all the team members have been equally involved in the process. This has been a very positive feature, because it has helped to create an understanding and relaxed atmosphere in our studio. All of us have been actively participating in all the decisions and have taken initiative and responsibilities to contribute to the plan and development of the project. Moreover, all the group members have worked in the development of this report (both writing and illustrating). Some more specific tasks have been divided according to our skills and backgrounds. For example, Begüm has been responsible for our Tumblr blog. She has updated the blog almost daily, which has been extremely useful when we started writing the process report and also to communicate with our supervisors and keep them up to date. Begüm also has created a lot of the graphics in the report to illustrate the methods that we have been using, and has been working on the general layout of the report. Camilla is the only Danish speaker in the group, so she has been the one contacting external parties. She also led the focus group, workshop and prototype test that we carried out at the activity centers. Camilla has been also very involved in the planning phase, and she has kept a physical log to record the process and all the things that we have been working on every day, which has also been very useful for the process report. María has created the illustrations for the personas and storyboard, and has also contributed to the general layout of the project and methods. She has also helped with the overall project organization, and she has organized tools such as Google Drive or Trello to facilitate the sharing of the files and get everyone involved. We have also been very critical during the entire design process, which has led us to identify some of the weaknesses that we have encountered. For example, the language barrier sometimes created little misunderstandings that made us discuss about a topic for quite a long time, in order to being able to explain our ideas and thoughts. This is something that could be improved by using more visual communication, because we have found out that sometimes things get much more clear and easy to understand when you use the visual language or try to give some examples. To conclude this reflection, we would mention that the final concept and deliverables of this project are a very elaborated work and we have tried to be very consistent, in both the process and the product. Even though we have had to limit our solution to our time frame, we think our service would have a lot of potential in the real transportation market.

REFERENCES Aalborg University, Faculty of engineering and science, Board of studies for Media technology, 2012, Study curriculum for the Master’s Programme in Service Systems Design, Available from: http://www.en.sict.aau.dk/digitalAssets/44/44890_servicesystems-design---godkendt.pdf [Accessed: 03.10.14] DESIGN COUNCIL. (2005) The ‘double diamond’ design process model. [Online] Available from: http://www.designcouncil.org.uk/sites/default/files/asset/ document/ElevenLessons_Design_Council%20(2).pdf [Accessed: 06.10.14] FlexDanmark, 2014 a, Flextrafik, [Online], Available from: https://www.flexdanmark. dk/web/flextrafik/, [Accessed: 14.10.14] FlexDanmark, 2014 b, Kørselsordninger, [Online], Available from: https://www. flexdanmark.dk/web/flextrafik/korselsordninger/28/16, [Accessed: 14.10.14] Service Design Tools (2005), François Jégou, Ezio Manzini, Anna Meroni, Design Plan. A Tool for Organising the Design Activities Oriented to Generate Sustainable Solutions, paper available from: http://www.servicedesigntools.org/tools/20 [Accessed: 12.12.14]

MoviaTrafik, 2014, Flextur supplerer den kollektive trafik, [Online], Available from: http://www.moviatrafik.dk/dinrejse/Flextrafik/flextur/Pages/flextur.aspx, [Accessed: 14.10.14] OECD (2014), Elderly population (indicator). doi: 10.1787/8d805ea1-en [Accessed on 30.09.14] SCIE (2012) At a glance 60: Preventing loneliness and social isolation among older people. [Online] Available from: http://www.scie.org.uk/publications/ataglance/ ataglance60.asp [Accessed: 17.11.14] SCHNEIDER, J. & STICKDORN, M. (ed.4) (2013) This is service design thinking. 4th Ed. Amsterdam: BIS Publishers. Smartdraw, 2014, Flowchart Symbols [Online] Available from: http://www.smartdraw.com/software/flowchart-symbols.htm [Accessed: 03.12.14] Spinuzzi, C. (2005). The methodology of participatory design. Technical Communication, 52(2), 163–174.

Fyens.dk, statements: Karsten Gram, Helle Nørgaard, Carsten Hansen, Jyllands -Posten 03.08.14 [online] Available from: http://www.fyens.dk/indland/AEldre-mennesker-er-isoleret-i-landsbyerne/artikel/2550617 [Accessed: 10.10.14] HOME INSTEAD (2014) Denmark Senior Home Care.[Online] Available from: http://www.homeinstead.com/international/franchise-opportunity/Pages/ Denmark-Senior-Home-Care.aspx [Accessed: 30.09.14] JARDEN (2002) Social and Health-Care Policy for the Elderly in Denmark. [Online] 2002. Available from: http://www.globalaging.org/elderrights/world/ densocialhealthcare.htm [Accessed: 30.09.14]

IMAGES The images that are not stated in the reference list are owned by the project group. Img. 1 - Modified version. Original from: http://gst.dk/media/gst/64665/kommuner_og_regioner_pr_01_01_2008.pdf Img. 2 - http://aliciapatterson.org/stories/aged-denmark-paradise-can-be-lonely

Jyllands-posten.dk, statement: direktør i Ensomme Gamles Værn, Christine Swane, 29.03.11 [online] Available from: http://jyllands-posten.dk/livsstil/sundhed/ ECE4508535/flere-aeldre-er-ensomme/ [Accessed: 10.10.14]

Img. 3 - Flextur, http://www.moviatrafik.dk/dinrejse/Flextrafik/flextur/Documents/ Flexturkort_161214_final.pdf

Morelli, N., & Tollestrup, C. (2007). New Representation Techniques for Designing in a Systemic Perspective. In Design Inquiries, Nordes 07 Conference.

The icons used in this document to illustrate the design methods are modified versions. The original icons are under a Creative Commons license and are designed by Freepik from Flaticon (www.flaticon.com).