CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
INTERACTIVE KIOSK
Table of Content
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
A THE CHALLENGE ............................................. 02
1.0 Creative Brief .................................................................................................... 04 Background .................................................................................................. 05 Subject of study ........................................................................................... 06 Purpose ......................................................................................................... 06 Scope ............................................................................................................ 06 Challenges .................................................................................................... 06 Project Goals ................................................................................................ 06 SWOT Analysis of California HSR ............................................................. ... 07 Target Audience .......................................................................................... 08 Competitors .................................................................................................. 09 Tools and Methods ...................................................................................... 10 2.0 Design Process .................................................................................................. 12 3.0 Brand Name: Ideation ...................................................................................... 13 4.0 Value Proposition .............................................................................................. 14
B DISCOVERING ................................................. 16
1.0 Working Wall ..................................................................................................... 17 2.0 Research Question: Planning ......................................................................... 18 3.0 Market Analysis ................................................................................................. 20 2x2 Analysis of Travel Modes ...................................................................... 21 2x2 Analysis of Rail Networks ...................................................................... 24 4.0 User Research .................................................................................................. 26 Survey Overview ........................................................................................... 27 Survey Questions .......................................................................................... 28 Survey Results ................................................................................................ 33 Survey Analysis .............................................................................................. 37
Table of Content
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Interview Overview ...................................................................................... 39 Interview Questions ...................................................................................... 40 Interviewee Bios ............................................................................................ 41 Interviews Breakdown ................................................................................. 43 Interviewee’s Insight .................................................................................... 45 Working Wall ................................................................................................. 46
C DEFINING ........................................................ 48 1.0 User Personas ................................................................................................... 50 Commuter .................................................................................................... 52 Gen S Traveler .............................................................................................. 53 Holiday Maker .............................................................................................. 54 Business Traveler .......................................................................................... 55 Tourist ............................................................................................................ 56 2.0 Mapping ............................................................................................................. 58 Customer Journey Map .............................................................................. 59 Gap Analysis w.r.t CHSRA plan .................................................................. 60 Experience Map + Gap Analysis ............................................................... 61
D REDEFINING CHALLENGE ............................... 64 1.0 Opportunity ........................................................................................................ 65 Opportunity: PMI Chart ............................................................................... 66 2.0 Target Group ...................................................................................................... 67
E DEVELOPING ................................................... 70
1.0 Opportunity Map ............................................................................................... 72 2.0 The 17 Step Process ......................................................................................... 76 3.0 The Business Model .......................................................................................... 82
Table of Content
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Business Model ............................................................................................. 83 Business Model Canvas .............................................................................. 84 Business Model Canvas Evaluation ........................................................... 85 Business Model SWOT Analysis ................................................................... 91 Reframing Business Model .......................................................................... 93 Final Business Model Canvas ..................................................................... 94
4.0 Prototyping ........................................................................................................ 96 Kiosk Design .................................................................................................. 97 User Interface ............................................................................................... 98 5.0 User Testing ..................................................................................................... 106
F DELIVERING .................................................. 114
1.0 Final Prototype ................................................................................................ 116 2.0 Storytelling and Scenarios ............................................................................ 134
APPENDIX ..................................................... 139 1.0 Gantt Chart ...................................................................................................... 140 2.0 CALine Business Plan .................................................................................... 141
01
CALine : CALIFORNIA HIGH-SPEED RAIL THE CHALLENGE
03
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
CREATIVE BRIEF
CREATIVE BRIEF BACKGROUND: California’s High-Speed Rail (HSR) project is the first dedicated HSR system in the nation that will connect two key mega-regions: the San Francisco Bay area and the Los Angeles Basin via the Central Valley. HSR is much more efficient and economical for five hour or shorter intercity trips, yielding substantial savings in cost, fuel, safety, and time, as well as environmental benefits. The availability of HSR between key cities can free airport capacity for long-haul flights, promoting efficiency in modes of transportation. While strengthening California’s economic competitiveness, this project has created new opportunities to reinvent the business strategy that will improve rail experience for prospective travelers. In US, rising price of fuel, concerns about pollution, highway congestion and dissatisfaction with airline service and its rising cost, has already turned travelers toward the railroads. Seeing the trend, the California High-Speed Rail Authority has predicted 19.6 million to 31.8 million riders in 2035. Such a high ridership requires a revived service design that will optimize customer satisfaction to match their expectations, generate loyalty and ultimately greater revenue. Existing and Proposed Rail Service in California
05
CREATIVE BRIEF 25-WORD
cont.
SUBJECT OF STUDY:
Develop a strategic service design to enhance user’s experience and interaction for the California High-Speed Rail (HSR) service while creating value for the American HSR industry.
PURPOSE: The purpose of this study is to understand the challenges that the rail industry faces in the U.S. and, subsequently, find opportunities to innovate the existing rail experience that will not only bring value to the rail customers, but also drive economic growth.
SCOPE: The aim of this project is to develop a user-centric service design including a innovative business model for California High-Speed Rail Authority (CHSRA) that will serve the needs of distinct customer groups and capture a vast majority of point-to-point travel ridership between the two mega-regions of California.
CHALLENGES: 1. 2. 3. 4. 5. 6. 7.
Define target customer and their problems or challenges Analyze customer contact points with the HSR from pre to post travel Understand the customers needs at each contact point Design the service to deliver value at the contact point Test prototype design for its effectiveness and efficiency Find strategies to reach, acquire, and keep customers Define and differentiate offering and ventures to generate revenue
PROJECT GOALS: Develop a strong brand for the California High Speed Rail Service Deliver a customer centric service design that will achieve consistent customer satisfaction ratings in high 90’s Support the achievement of ridership and revenue targets predicted by CHSRA Increase adoption rate of high-speed rail service in US Build partnership arrangements with regional attractions, transportation providers and business enterprises Identify and exploit non-fare revenue opportunities without compromising the safe and effective operations of the rail service.
06
07
CREATIVE BRIEF
cont.
SWOT Analysis of California HSR STRENGTHS
WEAKNESS
• Speed
• Fixed link system
• Frequency
• Little extra cost and inflexibility relative to automobile use
• Travel Time (direct access) • Convenience
• Dependency on other services for trip integration
• High levels of customer service and access to amenities
• Need for passenger transfers
• Integration with existing intercity and commuters/passenger rail system
• Limited stations per city
Threats
Opportunities
• Connections only through California Central Valley, ignoring major cities at Pacific coastline.
• Create a unique California brand
• Limited funding • Limited political support
• Design User-centric business strategy • Create value for HSR in the US • Develop partnership with regional attractions, transportation providers and business enterprises • Deliver a seamless, integrated customer travel experience in California • Showcase emerging technologies • Provide international HSR standard to every passenger
CREATIVE BRIEF
cont.
TARGET AUDIENCE: California HSR services will serve the needs of three distinct categories of customer groups: Regular rail passengers – commuter to work and school/university Frequent rail passengers - Generation S travelers Discretionary passengers - holiday makers, business travelers and tourists California High Speed Rail Authority has predicted the ridership as low as 5.8 million and as high as 10.5 million. Therefore, dividing the customers in categories will help in better understanding and analysis of the user’s values and needs.
PARTNERSHIP AND COLLABORATIONS: The new service will partner with regional attractions, transportation providers and local businesses that will provide rail passenger’s outlets to create a better user pre-travel and post-travel experience, while generating revenue for the city of California.
For regular rail passengers the use of rail is a crucial part of their day that can have a significant impact on their life/ journey perception. Punctuality, reliability, value for money, integration with other transports, and being informed about alternative routes in case of disruptions, are some of the key attributes they value.
It plans to collaborate with large business enterprises like Google map and popular travel website to incorporate the option of rail while planning a trip.
As frequent rail passengers more and more people especially elderly are now traveling around to visit relatives and friends, commonly on weekends and holidays. Travelers over 65 years old rely on traditional booking services, while mobile and online bookings are much more common with millennial travelers. They consider factors such as comfort, fast and convenient travel, mostly relying on others or conventional way to collect information. Like regular rail passengers, they also value minimum gate-to-gate travel time with lowest possible wait time.
It will also collaborate with social media like Twitter and Facebook to give options to customer’s to share their experience from on-board entertainment/infotainment facility.
Discretionary rail passengers may not use rail in a systematic manner and in their decisions regarding which transport and/or route to use, they often take into account alternative modes (such as car, plane). They consider factors such as comfort, ease of planning and booking and integration with other transport. They will also consider safety, punctuality and easy access to information.
08
09
CREATIVE BRIEF
cont.
COMPETITORS: High-Speed Rail Industry: There is no direct competition for High-Speed Rail system in California or even in US. The only High-Speed Rail in US is operated by Amtrak in northeastern US between New York City and Washington. “Amtrak’s Acela Express is currently the fastest train in the US, capable of a maximum speed of 150 mph (241 km/h) – although it typically travels at about half that speed. Depending on whose definition you go by, that may or may not qualify it as a high-speed train”. (Coxworth, 2013) Aviation and Automobile Industry: With no homegrown high-speed rail technology and infrastructure available, the aviation and the automobile industry poses a challenge to California HSR. According to the social media analysis by Mashwork, airlines are the most discussed method of intercity travel in California. People view HSR as a replacement for car travel more than they do for air travel according to “High-Speed Rail Messaging Survey” commissioned by Ogilvy on behalf of the California High Speed Rail Authority conducted with 1,206 Californians in May 2010. Air travel may provide faster flight plan times, but the total gate-to-gate travel time by rail and the travel fares are very competitive. Hence, the new service will compete directly with the air travel in the common markets that it will serve. Passenger and Commuter Rail: Amtrak has two inter-city rail routes within the U.S. State of California, the Pacific Surfliner and the San Joaquin. The Pacific Surfliner is serving communities on the coast of Southern California between San Diego and San Luis Obispo. During fiscal year 2013 the service carried a record 2.7 million passengers, a 2.1% increase from FY2012 (Amtrak, 2013). The San Joaquin is a passenger train network in California's Central Valley. It runs between Bakersfield and Oakland/Sacramento. During fiscal year 2013 the service carried a record 1.2 million passengers, a 12% increase from FY2012. (Amtrak, 2013). The two main commuter rail system are Metrolink in Southern California and Caltrain in Northern California. Metrolink’s average weekday ridership was 42,672 in June 2013 (Metrolink, 2013). Caltrain ‘s average weekday ridership was 47,060 in February 2013. (Caltrain, 2013).
CASE STUDY: The international HSR service, from Japan’s Shinkansen bullet train to Germany’s ICE network, these countries, among several others, have decades of international experience to share with the United States as it continues the understand how to establish its own high-speed train system. But these services can only be used as case study as California HSR service cannot completely implement the similar services based on the European or Asian experience. Though the technology and the target audience may be the same, but the users in Europe and Asia are different from users in America, except the international tourist, and so are their needs and values. Among the top five high-speed rail services around the globe - Spain’s TGV, Eurostar and Germany’ ICE offers most distinct and innovative service.
CREATIVE BRIEF
cont.
TOOLS AND METHODS: The design process is broken into 4 stages - Discover, Define, Develop and Deliver. Following are the tools and methods that will be used in each design stage. Discover: 1. Survey: To gather data and customer insight about current services and what they can value in future. 2. Interviews: To explore the views, experiences, beliefs and/or motivations of rail passengers and to acquire more knowledge about the study topic. 3. Shadowing: To build a rich knowledge resource with inspiration and insights. 4. Market Analysis: To identify competitor/collaborator's strengths & weaknesses Define: 1. User Persona: To maintain focus on the needs of users during development 2. Journey Map: To identify the problem, opportunity or needs to be addressed through design. 3. Experience map: To understand customer empathy with the services. 4. Gap Analysis: To identify gaps and develop the means to fill the gap Develop: 1. Opportunity Map: To illustrate where opportunity rich communities exist. 2. Business Model Canvas: To communicate the benefits and experiences the service will deliver to stakeholders, including decision-makers, partners and users. 3. Prototypes: To illustrate and describe artifact idea and functionality of the intended design. 4. Prototype Testing: To show and test the solution through an active participation of the users.
APPROACH: The approach to this project is user-centric service design and a business strategy. The new proposed service will try to optimize the solution around how rail users can, want, or need to use the services rather than forcing the users to change their behavior to accommodate it. This goal will be realized by considering user perspective during all stages of design process. That includes quantitative and qualitative research on users’ needs and wants, goals and motivations, obstacles and limitations, behaviors, environments and their experiences. Simultaneously, through a comprehensive market and competitor’s evolution, to understand market existing gaps and opportunities, a viable service design solution will be achieved for CALine.
Deliver: 1. Final Prototype: To describe the nature and the characteristics of the service interaction and communicate the service to the users and people delivering it, 2. Design Scenarios: To create shared understanding of a potential future service or situation
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11
“Design creates culture. Culture shapes values. Values determine the future.� Robert L. Peters
DISCOVER
DEFINE
Solution
Challenge
Redefine Challenge
DESIGN PROCESS
DEVELOP
DELIVER
Survey
User Persona
Opportunity Map
Final Prototype
Interviews
Journey Map
Business Model
Design Scenarios
Shadowing
Experience Map
Prototypes
Market Analysis
Gap Analysis
Testing
12
13
BRAND NAME
Ideation
GStrack
CALine
CaliTrack
GOLDLINE
.
ca X
CALink
CALX GSLine
To ideate a brand name for California High-Speed Rail service that creates a modern, clean and relaxing atmosphere in order to give travelers a joyful journey, while representing the brand essence and attributes. The original name “California High-Speed Rail Authority (CHSRA)” is long and harder to remember. The aim is to give CHSR services a friendlier and unique name.
CXR
GOLDENexpress
GSR
PURPOSE:
Goldrail
GOLDX YELOcity
California CA CAL Cali Califa Golden State GS Golden Gold Yellow
Rail
Track Link Line Express Speed Fast X Velocity Rush Fly
CALine : CALIFORNIA HIGH-SPEED RAIL VALUE PROPOSITION For California High-Speed Rail (HSR) travelers who want to travel intercity in California by rail. CALine will provide innovative, user-centric service
design, for the California HSR system, to enhance traveler’s experience and interaction with service while creating value for the American HSR industry.
This will be accomplished by employing comprehensive user
experience research methods to understand customers’ needs and motivations and their interactions with the service. In addition, it will be achieved by applying service design frameworks to analyze the existing rail services and offerings in order to discover opportunities for innovation in the service and business development process.
Unlike other transportation service design model, our service model will
offer faster, convenient and improved travel experience to the passengers to exceed customer satisfaction standards. It will become the pioneer of a one-stop pre-travel to post-travel service between cities of California that can easily be adopted as the very first business model and service design prototype by other states with similar HSR industry in the United State.
CALine : CALIFORNIA HIGH-SPEED RAIL DISCOVERING
WORKING WALL
RESEARCH QUESTIONS RESEARCH QUESTION 1
a. Who are the different types of riders?
Planning
RESEARCH QUESTION 2
RESEARCH QUESTION 3
b. How to maximize their experience?
What are the current services offered by national and international HSR services to interact with the rider and for better user experience?
• To find opportunities and gaps in the exist system.
• To develop a better understanding of user experience.
• To find strengths and weaknesses in local and International models.
• To increase riders satisfaction and eventually, generate profit.
• To identify the touchpoint throughout his travel journey and ways to enhance them.
• To Create goodwill and value for the HSR service nationally and internationally.
Qualitative
Qualitative and Quantitative
Quantitative
Internet, railway stations and on rail travels, Social media
Internet, railway stations and on rail travels
Internet,Website and Mobile Applications
What type of research methods will I use?
Observation, User Shadowing, Survey, Interviews, Persona, Experience map, Scenarios
Survey, Interviews, observation, User Shadowing, Touchpoint Matrix, User Journey Map
Surveys and interviews, SWOT analysis, Offering Diagram
Who do I contact for access?
Different type of travelers
Different type of travelers, Staff and website
National and International HSR travels websites
What do we need to know?
b. What are their goals and values? c. What are their pains/gains while railroad traveling?
Why do I need to know this
What kind of data will answer this question?
Where can I find the data?
a. What are direct and indirect ways that travelers interact with the service?
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
MARKET ANALYSIS
MARKET ANALYSIS
Competitors/Collaborators
2x2 Analysis of Travel Modes
One-way (non-stop) from Los Angeles to San Francisco, CA
Cheap Automobile
Prius: $35 Ford F150: $70 5hr 35 mins
Bus Service
Passenger Rail
Less Travel Time
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Min: $59 Max: $62 8hr 30 mins
HRS
Min: $70 Max: $120 2hr 40 mins
Air Travel
Min: $80 Max: $250 1 hr 20 mins
21
Expensive
Standard: $59 Refundable: $67 7 hr 30 mins to 10 hrs
More Travel Time
MARKET ANALYSIS
Competitors/Collaborators
2x2 Analysis of Travel Modes
One-way (non-stop) from Los Angeles to San Francisco, CA
Low Amenities Automobile
No Security Check Traffic / Pollution Parking fee & Issues
Bus Service
Low Security Check Traffic / Pollution Free Drinks
Low Stress Level
High Stress Level Passenger Rail
Low Security Check Unaccepted Delays Wi-Fi & Power outlets
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Air Travel
High Security Check 1 hr early check-in Free drinks & snack
HRS
Low Security No wait & delays Wi-Fi & Power outlets
High Amenities
22
MARKET ANALYSIS
Competitors/Collaborators
2x2 Analysis of Travel Modes
One-way (non-stop) from Los Angeles to San Francisco, CA
Inconvenient
Bus Service
Multiple locations Cramped & confined Very Slow & boring Limited Baggage
Passenger Rail
Central city locations Open & Relaxing Slow & Less reliable 4 Baggage+Bike
Uncomfortable
Air Travel
Comfortable
Airport out-of-city Crowded & cramped Fast & Reliable Limited Baggage
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
HRS
Automobile
Highly flexible Confined Tiring & boring Any type of luggage
23
Convenient
Central city locations Open & Relaxing Fast & Reliable 4 Baggage+bike+car
MARKET ANALYSIS
Competitors/Collaborators
2x2 Analysis of Rail Networks Multiple Services
GAP for
UK to France HSR
CALine
Germany's Intercity Express
CALIFORNIA HIGH-SPEED RAIL SERVICE
France’s Train à Grande Vitesse
Japan's Shinkansen
Local
Spain’s Alta Velocidad Española
USA Only National HSR
CA Regional rail
Southern CA Commuter rail
Northern CA Commuter rail
Limited Services
International
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
USER RESEARCH
USER RESEARCH
Survey Overview
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Goal: The survey was intended to understand rail/train travelers’ values, needs and experiences throughout their journey. The survey questions were designed to gather data and customer insight about current services and what they can value in future.
Audience and Methodology: Internet forums and social networks were used as an avenue to retrieve user responses. The intended market was rail users around the world and anyone who has knowledge of services offered by the rail industry. The survey was conducted online through SurveyMonkey and was available for two weeks through September 24th to October 7th 2013. A significant data was collected with the help of 115 responses on the first seven questions and average of 90 responses on question no. 8 and 9.
Questions: The survey was divided into three sets of questions: the first set (question no. 1 to question no. 7) was designed to understand the demographic of the users and their rail traveling ventures. The second set (question no. 8) was designed to evaluate customer satisfaction level with the current services offered by the rail industry from pre-to-post travel. Audience with no experience with the rail travel was asked to skip the question. The last set (question no. 9) required customer's opinion to determine effectiveness, value and competency of new service and offerings in rail industry. The following questions were asked in the survey:
27
USER RESEARCH
CALine
Survey Questions
CALIFORNIA HIGH-SPEED RAIL SERVICE
1. What is your gender? Female Male
2. What is your age? 18 to 24
25 to 34
35 to 44
45 to 54
55 or older
3. Are you currently...? Employed
Unemployed
A student
A homemaker
Retired
Europe
Asia
Australia
Once a month
Once a year
Never
Traveling to school/university
None
Other (please specify)
4. In which region(s) have you experienced rail traveling? North America
South America
Other (please specify)
5. How often do you use rail service? Three or more
Once a week
days a week
6. What is the most frequent purpose of your rail trip? Leisure
Business trip
Traveling to work
Other (please specify)
7. What is maximum duration of a comfortable ride for rail travel? Less than an hour
1-3 hours
3-5 hours
5-8 hours
More than 8 hours
USER RESEARCH
Survey Questions
cont.
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Answer question no. 8 if you have traveled by rail, otherwise go to question no. 9 8. Are you very satisfied, rather satisfied, rather dissatisfied or very dissatisfied with the following features of the rail services? Very Satisfied 1. Ease of planning a trip (through internet and mobile) 2. Ease of purchasing tickets/passes 3. Ease of making changes after the purchase 4. Provision of information about train schedules/platforms 5. Provision of maps and guides (paper and electronic) 6. Facilities for other modes of transport at the station 7. Provision of alerts before and during the journey (particularly in case of delay) 8. Quality of the customer service
Rather Satisfied
Rather Dissatisfied
Very Dissatisfied
I don't know
USER RESEARCH
Survey Questions
cont.
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Very Satisfied 9. Assistance and information for disabled or elderly people
Rather Satisfied
Rather Dissatisfied
Very Dissatisfied
I don't know
10. Amenities at the station (kiosk for planning trip, buying/printing the tickets, finding information on the route) 11. Amenities in the rail (electrical outlets, climate control, individual reading lights, personal audio and video) 12. Facilities for enjoying the view (view cars, picture windows, local information) 13. Request for refunds 14. Loyalty programs and discounts 15. Provision of filling complaints
30
USER RESEARCH
Survey Questions
cont.
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
What do you think... 9. How much would the following improve the rail experience for the customers? Very much 1. Choice of fares and deals/discount programs (student, military, tourist, holidays etc.) 2. One-stop website or mobile app (booking the trip, maps and guides, sharing experience etc.) 3. Availability of time and cost comparison with other modes of transportation 4. Interactive kiosks at the stations and on-board 5. Free Wi-Fi at the stations and on-board 6. Service Alerts (delays, discounts, deals) via email and text 7. Opportunities to socialize during the travel
Somewhat
Maybe
Not at all
I don't know
USER RESEARCH
Survey Questions
cont.
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Very much 8. GPS tracking of rail with places information on smart phone 9. Information on landmarks, attraction and restaurant around the stations 10. Things-to-do between layover and delays 11. Locker provision at rail stations and on-board 12. Low cost shuttle and rent-a-bike service at the stations 13. Customized offers, rewards and mileage program 14. Personalized advice from customer service representatives 15. Feedback/Complaint Portal (comment cards and electronic)
Somewhat
Maybe
Not at all
I don't know
User Survey
Results
Respondent Demographics Total responses 115
Q2 What is your age?
Q1 What is your gender?
1%
2%
5% 20%
15%
33%
Q3 Are you currently...? 2% 22% 6%
67%
74% 58% 58%
Female
Male
18 to 24
25 to 34
35 to 44
45 to 55
55 or older
Employed
Q4 In which region(s) have you experienced rail traveling? North America South America
55% 1%
Europe
35% 45%
Asia
33
Australia
3% 0%
25%
50%
75%
Unemployed
A student
A homemaker
Retired
User Survey
Results
Respondent Rail Usage Total responses 115
Q5 How often do you use rail service?
18%
Q6 What is the most frequent purpose of your rail trip? 2%
5%
13%
22% 15%
49%
7% 8%
17%
46%
Three or more days a week
Once a week
8%
Once a month
Once a year
Never
Leisure
Business Trip
Traveling to work
Traveling to school/university
None
Q7 What is maximum duration of a comfortable ride for rail travel?
10%
17%
10%
25% 37%
Less than an hour
1-3 hours
3-5 hours
5-8 hours
More than 8 hours
34
User Survey
Results
Rail Customer Satisfaction Total Max responses 92
Q8 Are you very satisfied, rather satisfied, rather dissatisfied or very dissatisfied with the following features of the rail services?
2. Ease of purchasing tickets/passes ------------------------------- 4
12
4
8
1. Ease of planning a trip (through internet and mobile) ------
10
9
3. Ease of making changes after the purchase ------------------4. Provision of information about train schedules/platforms 4
8
5. Provision of maps and guides (paper and electronic) ------- 5
8
6. Facilities for other modes of transport at the station --------
11
7. Provision of alerts before and during the journey -----------
11
7 12
9. Assistance and information for disabled or elderly people
31
13. Request for refunds -------------------------------------------------
32
21 14
30
22
36
23 23 31 31
15 21
21
18 16
24
13 25%
I don’t know
21
44
34
15. Provision of filling complaints -----------------------------------
33
27 18
11
32
20
37
22
14. Loyalty programs and discounts --------------------------------
40
10
15
12
11 32
22
0%
35
33
22
14
12. Facilities for enjoying the view ----------------------------------- 7
32
40
15
11. Amenities in the rail ------------------------------------------------ 4
46 43
13
8. Quality of the customer service ----------------------------------- 5 10. Amenities at the station ------------------------------------------ 4
27
21
13
21
48
Very Dissatisfied
32 50%
Rather Dissatisfied
19
8
18
10
16 75%
Rather Satisfied
9 100%
Very Satisfied
User Survey
Results
Rail Customer Preferences Total Max responses 86
Q9 What do you think how much would the following improve the rail experience for the customers?
6
6
1. Choice of fares and deals/discount programs ----------------- 6 2. One-stop website or mobile app --------------------------------- 4 5
10
3. Availability of time and cost comparison with other MT*-- 2 5
11
4. Interactive kiosks at the stations and on-board --------------- 7
8
5. Free Wi-Fi at the stations and on-board -------------------------1 6. Service Alerts via email and text----------------------------------- 5 7. Opportunities to socialize during the travel ------------------- 3
8
11. Locker provision at rail stations and on-board -------------- 6
10
12. Low cost shuttle and rent-a-bike service at the stations -- 7
9
6 0%
*MT= Mode of transportation
30
6
69 24
52 28
27
43
29
45 27
15
42 27
23
34
22
8
53 27
24 12
27
24
14
19
8
40
14
16 11
45
15
13
10. Things-to-do between layover and delays ------------------- 5
15. Feedback/Complaint Portal --------------------------------------
59
15
9. Information on landmarks, attraction and restaurant ------- 4 6
14. Personalized advice from customer service reps ----------- 5
22
12
8. GPS tracking of rail with places information on smart ph -- 6
13. Customized offers, rewards and mileage program --------- 7
58
38 5
12
24
22 25%
I don’t know
42 26
37
22
38 75%
50%
Not at all
Maybe
Somewhat
100%
Very much
36
37
USER RESEARCH
Rail Customer Satisfaction Level
Planning
Booking
Pre-travel
Survey Analysis
75% Satisfied
75% Satisfied
with ease of planning a trip
with maps and information provided.
75% Satisfied
90% partially
with booking / purchasing process
with ability to make changes in bought tickets
80% partially
Dissatisfied with facilities of other mode of transport
Travel
50% totally
Dissatisfied with amenities on-board
Post-travel
45% totally
Dissatisfied with provision of filling complaint
Dissatisfied
77% partially
Dissatisfied
75% Satisfied with amenities at the stations
65% Satisfied
with customer services and assistance level.
78% partially
Dissatisfied with alerts system before & during the journey.
with facilities to enjoy view.
40% totally
40% totally
with getting their refunds
with loyalty programs and discounts offers.
Dissatisfied
Dissatisfied
What makes a difference for Rail Customer?
USER RESEARCH Cost & Time
Survey Analysis
58%
80%
says
says
MOST LIKELY
DEFINITELY Increased choice of fares & deals/discount programs.
70%
says
MOST LIKELY
53%
says
DEFINITELY Low cost shuttle and rent-a-bike service at the stations.
Convenience & Comfort
69%
70%
DEFINITELY Free Wi-Fi at the stations & on-board.
Things-to-do between layover and delays.
says
MOST LIKELY
says
Customized offers, rewards & mileage program.
says
MOST LIKELY
75%
Availability of time & cost comparison with other MT.
70%
Information on landmarks, attraction and restaurant.
says
MOST LIKELY
59%
Interactive kiosks at the stations and on-board.
says
60%
DEFINITELY
says
MOST LIKELY
One-stop website or mobile application.
Locker provision at rail stations and on-board.
38
USER RESEARCH
Interview Overview
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Goal: The interview was intended to help gain valuable insights to the rail user’s goals and motivations in a natural environment and see opportunities for improving services and strategy to enhance the user experience.
Audience and Methodology: In-person, email and telephonic interviews methods were used as an avenue to retrieve user responses. The intended market was high-speed rail users around the world, Amtrak users in California and top three national rail rapid transit systems by ridership (New York City Subway, WMATA and Metro Rail Chicago). A total of 12 users were interviewed; five in-person at San Luis Obispo and Santa Barbara Amtrak stations in California and rest were interviewed via email with a telephonic follow-up interview. Following is the demographic of the twelve interviewees (Number of interviewee, type of traveler and age group); 1. Four commuters (20-40 years old), 2. Three tourists (25-30 year old), 3. Two business travelers (30-45 year old) 4. Three Elderly travelers (55-70 years old). Among the 12 interviewees, eight interviews with the maximum insights and feedback were selected to be documented in this project.
Questions:
39
To keep the flow of the open-ended interviews, the questions were designed to explore different touch-points of their journey from planning, pre-travel, travel to post travel. Along the way, they were asked their pains and gains with the service and how services can be improved to facilitate them better. The final question focused on how to maximize their rail experience and what kind of opportunity(s) they see in future rail services in United State. The following questions were asked in the interview:
USER RESEARCH
Interview Questions
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
1.
What rail/train service(s) have you used? Please specify in which country and state/region.
2.
How often do you travel by rail? Please specify your reason(s) for traveling.
3.
In your opinion, what are the advantages and disadvantages of rail traveling compared to other modes of transportation?
4.
How do you to plan and purchase your tickets/passes?What kind of problem(s) do you face, if any? Specify if you use a website or an app in the process.
5.
How does the rail service keep you in the loop after you have purchased tickets/passes? Does it reach your satisfaction level? If not, why not?
6.
How do you spend your time at stations while waiting for trains or in case of delay?
7.
What kind of facilities rail services provide you at the station and on-board?
8.
In your opinion, what other facilities could make your gate-to-gate experience more comfortable and satisfactory? Please specify why.
9.
What kind of services does the rail industry provide you after you have completed your journey? Please specify the kind of incentives, offers or loyalty programs, if any.
10. In your opinion, what kind of other incentives, offers or programs do you think they should include in their services and why? 11. What do you value the most while traveling on the rail and why? Any experience? 12. What are your general frustrations with the rail industry and why? Any experience? 13. In your opinion, what changes in the rail industry and their services could improve rail user’s experience? Please specify the reason(s).
40
USER RESEARCH
Interviewee Bios
Ali Farhan
Age: 29 Profession: Architecture Location: Germany Areas of interest: Architecture and Urban design Note: I like to explore essence of life through cultures and ways of perception of communities. Traveling has made it possible for me to explore myself through others.
Carl Walker
Age: 43 Profession: Musician/Legal professional Location: USA Areas of interest: Music, Education, Travel and Cooking Note: I like travel, fashion, art, socioeconomic disparity and dislike arrogant people, war and liars.
Yasir Naseem
Age: 29 Profession: Architectural Engineer Location: Italy Areas of interest: Traveling and Cookies. Note: I am interested in sports, played different games all my life. I like to watch documentaries, especially related to engineering.
Ahmed Muneeb
Age: 32 Profession: Student Location: USA Areas of interest: Reading books, Watching sports especially boxing and Socializing Note: “My attitude got me walking solo....Ride out alone in my low low......Watching the whole world move in slow-mo�
USER RESEARCH
Interviewee Bios
Irfan Khalid
Age: 30 Profession: IT & Business consultant Location: Sweden Areas of interest: IT & Tech., Sports and Music. Note: “Whatever you are, be a good one” – Abe Lincoln Likes: Optimism, Creativity, Change … Dislikes: Deception, Politics
Sue Chippendala
Age: 66 Profession: Retired Location: USA Areas of interest: People watching and Simplicity Note: “Provide a product that people want, build a better mousetrap.”
Seshat Walker
Age: 40 Profession: Student Location: USA Areas of interest: Placemaking, Creating, Traveling, artists and small business owners. Note: Grad Student, mother and wife. Consultant
Bilal Shoaib
Age: 21 Profession: Accounting Student Location: USA Areas of interest: Music, Video Games and Sports Note: I like playing/watching sports specially soccer/basketball, i like music and love to sing, also like to draw and paint.
42
USER RESEARCH
Interviews Breakdown
AFFINITY DAIGRAM
USA, Italy, Germany and France
DB Bahn Germany
Acela US, France TGV, OBB Austria, SBB Switzerland, DB Germany
Amtrak in USA
Subway system in and around Seoul (South Korea) and Hong Kong.
Leisure
Leisure + Mostly Work
Tourism
Commute + Tourism
One to Six hrs.
45 mins to ten hrs.
One to eight hrs.
10 mins to two hrs.
Advantages & Disadvantages
Faster, Convenient, Safe, Economical
Easier, Cheaper, More reliable
Most enjoyable and Safest
Precise journey planning & timings
Time delays, Wait
Travel time
Slow / Delays
Crowded in rush hr
Planning, travel info & pre-travel
Ticket machines Information boards Sitting in cafe
App/scan QR code Email/App alert Reading
Online website Text Alerts Killing time
Rechargeable Pass at convenient store Browsing the shops and kiosk
No meal on longer routes like in air travel - No incentives/offers
Comfortable Ticket price + cooperating partner discounts.
Noise disturbance (ppl talking loudly & watching movies) No special offers
No information for other means of transport, esp bus. No special offers
S: Lockers, cafes/ Restaurants and waiting lounges B: Baggage cages
S: Cafes/shops , Club waiting areas B: Cafe car, lockers Free Wi-Fi
S: Staff, TVM Club waiting areas B: Dinning lounge & View car
S: Interactive city and neighborhood maps/route details B: Free Wi-fi
Comfort No adv. interactive tech in current age
Convenience, Ease of use and Reliability Slow speed in US
Luxury, Mobility & Scenic view Stopping for the freight trains
Time + resourceful Number of transfers while reaching for final destination
Country(s) Train Services Purpose Duration
Travel to Post-travel Atypical amenities at station & on-board
43
Experience Gains & Pains
Germany, Spain, Italy, US & Pakistan
USER RESEARCH
Interviews Breakdown
AFFINITY DAIGRAM
Country(s) Train Services Purpose Duration Advantages & Disadvantages Planning, travel info & pre-travel Travel to Post-travel Atypical amenities at station & on-board Experience Gains & Pains
Sweden
USA and Europe
USA
USA
Statens Järnvägar (SJ)
Amtrak- North and South of California
WMATA metro rail, Washington DC
Metro rail Chicago
Business /Job
Visit friends+ Leisure
Running errands
Commute to school
Three - thirteen hrs
Two to four hrs
15 to thirty mins
One Hour
Extra baggage, No check-in, Cheaper Less reliable, Random company
Private, Relaxation, Price comparable
Proximity, Accessibility, Personal time Delays, Track work, Crowd & Fares
Effortless travel, Save parking time
Website/counter SMS/emails Last min check-in
At station (desk) Require no updates Reading + Projects
Smart trip card Balance Check Reading, Texting, Talking, thinking.
Station/website Browsing the shops Listen to my iPod
Sleeper for longer route Loyalty program (earn pts to buy free tickets or food)
Less stressful than plane traveling Not required
Limited service and lacks amenities None
Need facilities at the local stations & new incentives. Student discount
S: Restaurant, B: Power sockets, sleeper, VIP seats & rooms, Storage
S: Information corner, Cargo B: Club car, cafe
Schedule information via screens and brochures.
S: Restaurants, + Sitting lounge in city B: Public Wi-Fi is much needed
Practical, Scenery, total travel time Boring, Theft issues
Not have any responsibility, easy Bad refund policy
Proximity to home Fare increases and fluctuates.
Cheaper, Comfortable and relaxing Too slow & timings
Noisy sometime
Longer time
How the experience of rail user can be improved?
USER RESEARCH
45
Interviewee’s Insight
“I think an interactive system needs to be introduced which allows people and tourist to have an access in whole transportation system and information on potential locations of the country to manage their trips.”
“… there could be an additional mode of travel for the portion of the populace that want to see and tour the contiguous US that don’t necessarily like to fly.”
“….include the social interaction and make the people share their experiences thus also promoting the tourism industry via this unique step”
“A user friendly and one stop website version in major international languages will assist customers better and will provide convenience for visitors and new rail users”
“..having TV screens with headsets and movies, offer renting books over longer trips to kill time....Possibility for free upgrades to 1st class seats for routine travelers as is the practice with air traveling..”
“One fare for all stops/destinations. Free or discounted fares for loyal customers….Interactive screens for tourists and new riders. ”
“You land at a train station in Europe, they have bus service to connect you to every single thing and they have Kiosk for bed and breakfast and rental car.”
“People who travel via train everyday should be offered a yearly pass which will save them the hassle and money.”
WORKING WALL
CALine : CALIFORNIA HIGH-SPEED RAIL DEFINING
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
USER PERSONAS
Don’t just make a better mousetrap, INNOVATE to create value for the users.
SYNTHESIS
CALine
User Persona
CALIFORNIA HIGH-SPEED RAIL SERVICE
COMMUTER CARRIE FISHER
Carrie travels four to five days a week and sometime even travel on the weekend to go for shopping. It’s a crucial part of her day that has a significant impact on her journey perception. She mostly spends her time at the station and on-board reading books or studying on her iPad. She is member of “Green California” therefore ride on her bike everywhere instead of using the car. She loves exploring different cultural and their architectural styles, hanging out with friends and socializing with people.
23 Years Old Architecture student Single
“I don't really care for any luxury service; I only focus on efficient and safe travel.” TRAVELING CHARACTERISTICS Frequency of rail traveling
Low
High
Goals and Values: 1. Punctuality and reliability 2. Most frequent traveler’s fare and student discount
Concern for cheaper fares/discounts
3. One time pass purchase yearly to save time
Importance for punctuality & safety
4. Integration with low cost transport system like rent-a-bike
Importance for convenience/comfort Comfort level with using technology Requirement for additional amenities Integration with other transport Access to information & guidance
5. Alerts and updates in case of closed routes/exits 6. One-stop mobile app and interactive kiosks 7. Min. Amenities like coffee shop, vending machine and TV/screens displaying the news. 8. Allowance for booking a bicycle on the rail
SYNTHESIS
User Persona GEN S TRAVELER JULIE GARWOOD 66 Years Old Retired Widow
Julie recently moved to Southern California, but misses her grandchildren time and old friends all the time. Her granddaughter is 15 year old daughter and adores her granny too. She always following her around, she sleeps with me and sits on my lap whenever she goes visit them. Julie has osteoarthritis, that’s why she always concerned and careful about the physical movement while traveling. She has traveled a lot in Europe and always telling her grandchildren the stories. Like other older people, she is more experienced, wiser, more mature, more confident but a little stubborn, it’s really hard to impress her.
“I have one rule - if you don't like it, don't use it. It's that simple.” TRAVELING CHARACTERISTICS Frequency of rail traveling Concern for cheaper fares/discounts Importance for punctuality & safety Importance for convenience/comfort
Low
High
Goals and Values: 1. Best rates at booking, no need for post travel incentive/reward programs 2. Weekends pass to visit the granddaughter 3. Complimentary services like free cookies 4. Reassurance of information by phone call
Comfort level with using technology
5. Social spaces at station/on-board for interaction with same age group people
Requirement for additional amenities
6. Tailored assistance from real-time customer service
Integration with other transport Access to information & guidance
7. Allowance for booking a wheelchair 8. A stress-free gate-to-gate experience
SYNTHESIS
CALine
User Persona
CALIFORNIA HIGH-SPEED RAIL SERVICE
HOLIDAY MAKER JACOB BRADSHAW 27 Years Old Store Manager/Student/Surfer Single
Jacob learned surfing from his dad and got addicted to it. He simply feels surfing is the most amazing sport, its full body exercise. He loves surfing because he invest so much thought, time, energy, money, creativity, etc into surfing. He and his friends go to Ocean Beach, SF every weekend to surf and to have bonfire parties. If it’s the surf season, the beach is packed with surfer otherwise the beach is stress antidote for Jacob. Out of the water, Jacob has a full job as store manager and working on his Master degree in Motion Graphics.
“Life should be lived on the edge of life. You have to exercise rebellion.” TRAVELING CHARACTERISTICS Frequency of rail traveling
Low
High
Goals and Values: 1. Reliability and Efficiency 2. Cheap fair weekend pass / holiday packages
Concern for cheaper fares/discounts
3. Group traveler discounts
Importance for punctuality & safety
4. City events and “what’s happening” deals
Importance for convenience/comfort
5. Integration with local transit systems
Comfort level with using technology
6. Customized service messages
Requirement for additional amenities
7. One-stop app for information, updates and alerts
Integration with other transport Access to information & guidance
8. Infotainment system on-board to pass time 9. Allowance for booking surfboards and bodyboards
SYNTHESIS
User Persona BUSINESS TRAVELER NICK BARROWS
Nick mostly travels alone, more than two to three times a month. He often take into account alternative modes (such as car, plane) while traveling with in the state. His client pays for my travel and never questions his expenses as long as he doesn’t go crazy. Therefore, he shop for efficiency and practical comfort like ease of check-in, swift transfers when connecting, availability of perks and access to additional options, such as in-flight Wi-Fi, so he can remain constantly connected. He often travel red eye's to get to my client or to get home in time for the weekend.
37 Years Old Management Consultant Married
“I have to get to my client when and where they need me.” TRAVELING CHARACTERISTICS Frequency of rail traveling
Low
High
Goals and Values: 1. Convenience and comfort while traveling 2. Ease of planning and buying
Concern for cheaper fares/discounts
3. Min. gate-to-gate time and hassle
Importance for punctuality & safety
4. Connectivity with other modes of transport
Importance for convenience/comfort
5. Club lounges and cafes at stations
Comfort level with using technology
6. Dedicated area - Club seats/quiet cars on-board
Requirement for additional amenities
7. Online methods of buy hotels and taxi services
Integration with other transport Access to information & guidance
8. Loyalty and mileage programs 9. A stress-free gate-to-gate experience
SYNTHESIS
User Persona TOURIST ALEX & ELIE ANDRÉ Both 30 Years Old Art Director / Blogger Married Couple
Alex and Elie are married for four years and lives in France. They love to travel around the world to explore great food, beautiful countryside, fabulous wine, art museums and nightlife at downtowns. They spend good time in the planning phase, taking time to shop online for perfect destinations, attraction around the city and hotels. They seek advice from friends with similar taste and keep posting photos and updates during their trip. They always plan a get-away vacation for fifteen days or a month but never less.
“Travel and wine is our choice of drug; we also fell in love at wine tasting party.” TRAVELING CHARACTERISTICS Frequency of rail traveling
Low
High
Goals and Values: 1. Ease of planning and booking travel 2. Deals on city destination packages
Concern for cheaper fares/discounts
3. 15 days or 30 days tourist pass with travel package
Importance for punctuality & safety
4. Integration with local transit systems
Importance for convenience/comfort
5. Information Kiosks-nearby hotels, restaurant, airport
Comfort level with using technology
6. One-stop website version in major international languages
Requirement for additional amenities Integration with other transport Access to information & guidance
7. Infotainment system on-board with GPS service and experience sharing facility (facebook/twitter) 8. Allowance for extra baggage
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
MAPPING
CALine
Customer Journey Mapping
CALIFORNIA HIGH-SPEED RAIL SERVICE
Compare prices and other travel options, Talk to friends/family, Search for reviews, Take customer assistance and finally DECIDE
Price, Maps, Schedules, Hotels, Transit options, Deals and Discounts
RESEARCH & PLANNING
Leave
Tickets, Cards, Passes, Sign in for update/ alerts/deals/incentive
SHOPPING Confirm & Purchase
Re-engage
POST-TRAVEL
CUSTOMER JOURNEY MAP User Experience
HSR offering eTicket, Save bar or QR code , In-Mail Ticket, Recharge card
Customer acquisition /Retention by loyalty programs, mileage rewards, earning pts.
Wait & Prepare
Get information & Transit out
TRAVEL On-broad facilities for different user groups, Provide assistance
BOOKING
PRE-TRAVEL Get schedule information, Print eticket at station, Book extra luggage or items, Engage in an activity, & WAIT for rail to arrive
Service Alerts, & Updates Customized deals/offers
GAP ANALYSIS RESEARCH & PLANNING
SHOPPING
w.r.t CHSRA Plan BOOKING
POST-TRAVEL
TRAVEL
PRE-TRAVEL
Transit Oriented Development
Mixed Land Uses
Multimodal Transit Hub Context Sensitive Design
GAP
Station Access
Station Planning
Platform
Ticketing Commercial Area
Rolling Stock
Boarding
On-board Services
Passenger Comfort
GAP
EXPERIENCE MAP + GAP ANALYSIS STAGES
THINKING
FEELING
EXPERIENCE
GAPS
RESEARCH & PLANNING
SHOPPING
BOOKING
• What is the easiest way to get around California? • Where do I want to go? • How much cost and time compared to other modes of transports? • How much time should I/we spend in each place for site seeing and activities?
• What are my options - tickets, passes, card or any kind of deals? • I want to get the best price, but I’m willing to pay a little more for extra amenities. • How much will my whole trip cost me? • What are my trade-offs? • Are there other activities I can add to my plan?
• What are my options of booking the ticket or buy a pass? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • How can I get my question answered? • Should I call or go to the station?
• I don’t want to drive in California’s traffic. • Airlines are too inconvenient. • I should keep my options open. • Will I be able to get there on time? • Will I be able to see everything I can? • I don’t want to make the wrong choice.
• Why there are only giving students or tourist special offer. • I should look for best deals/offers and make most out of this trip. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take?
• Stressed that I’m about to make travel arrangement. • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. • Glad that it was easy and friendly process!
• Ongoing, non-linear process • Researching at different travel sites, hotels sites and transit sites. • High chances of getting frustrated.
• Ongoing, non-linear process • Searching for destinations and activities. • Reading reviews and ratings. • High chances of getting off track or choosing other modes of transport.
• No one-stop research and planning website/app • No transparent, interactive time, cost and route comparison chart. • No option on rail traveling in the travel website like Kayak, Expedia & TripAdvisor. • No reviews
• No connection between research, planning and booking • No trade-off options • No equal opportunities/offering for all types of passengers. • No integration with other business for facilitating the customer.
• Linear process • Making payments on purchased tickets. • Contacting customer support for help. • High chances of developing mistrust with the services.
• No facility of recharging the card or pass from any convenient store. • No options for customized research to booking process for different travelers. • No proper assistance to make the decision process easy. • Customer doesn’t feel in control.
EXPERIENCE MAP + GAP ANALYSIS STAGES
THINKING
FEELING
EXPERIENCE
GAPS
PRE-TRAVEL
cont.
TRAVEL
POST-TRAVEL
• Do I have everything I need? • When an issue came up, I couldn’t get proper help. • What will I do if my tickets or passes don’t arrive in time? • What if I am unable to get my card recharged on time at the station? • What if I loss my ticket, pass or card?
• How long do I need to wait at the station? • What should I do to kill my time? • What can I/we do if I miss my train? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Can I bring my other items (e.g. bike, car or surfboard) along?
• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. • Will they give me any awards/discounts for my next travel?
• Stressed that if I am able to enjoy my trip or not. • Frustrated that cards or pass cannot be purchased online or rail service doesn’t ship tickets to overseas. • Happy to receive my tickets! • Sweet, no long line at recharging booth.
• I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • I need coffee, I will have to wait to get off.
• Excited to share my vacation story with my friends and family. • A bit annoyed to be dealing with ticket refund issues when I just got home. • I should be getting awards for my travel. • Don't want the junk mail, how can I customized the service messages / alerts?
• Time based, non-linear process • Waiting for tickets, passes or cards. • Looking forward for any alerts/news. • High chances of rethinking decision.
• Time based, non-linear process • Trying to kill time while waiting at station. • Checking schedule & getting assistance. • High chances of getting uncomfortable and stressed.
• On-going, non-linear process • Searching for loyalty/award programs. • Looking forward for refunds. • High chances of sharing experience and posting reviews/rating.
• No proper services for updates & alerts. • Have to wait for passes in mail. • No convenient way of recharging the card. • No reassurance if the money is well spent.
• No facilities of entertainment at the stations, especially smaller one. • No advance check-in barriers which scan QR codes. • No on-broad service for commuters. • No proper, cheaper integration with public transport or private transport.
• No facility of claiming refund through website/app. • No customized loyalty and award programs for different travelers. • No portal to share experience, reviews or rating with the other rail travelers. • No feedback/complaint portal.
62
63
CALine : CALIFORNIA HIGH-SPEED RAIL REDEFINING CHALLENGE
65
OPPORTUNITY USER-CENTERIC INTERFACE DESIGN 1. User-centric design will create a positive user experience for the target audience 2. It will ensure a blend of simplicity, easy accessibility and smooth relatable navigation structure 3. It will create tremendous business value by bringing in much needed visibility 4. It will generate acceptability and create a ideal system fit for user’s travel-flow 5. It will make traveler computer interaction clearly understandable, unambiguous and recognizable
WEBSITE
MOBILE APP
INTERACTIVE KIOSK
OPPORTUNITY
PMI Chart
WEB APPLICATION
POSITIVE
(+)
NEGATIVE
(--)
INTERESTING
MOBILE APPLICATION
INTERACTIVE KIOSK
a. Majority Audience with internet access +5 b. Instantly available, searchable and +5 shareable c. Often require less maintenance, updates +5 annually or more often d. Reaches a wider market by not limiting +3 to platform e. Provide improved user interaction +3
a. Audience with smart phone/tablets +3 b. Anywhere , Anytime +5 c. Can use the phone's native interactions, +5 taps, rotation, GPS, Camera d. Assists mostly tech-savvy audience and +3 keep the updated. e. Better “front of mind� penetration by +3 staying connected all the time, everywhere
a. Audience looking for assistance at +3 stations and on-board b. At station and everywhere the rail goes +1 c. Kiosk's location specific Ads. and more +5 Ad space (Revenue) d. Reaches all travelers and replaces the +5 human-assistants e. Provide improved user interaction and +3 quick self-service
-1 a. Relies on an internet connection b. Chances that traveler doesn't trust website with their financial information. -3 c. Tickets/Pass/cards still needs to be purchased, recharged and printed at the -3 station. d. Company not making any revenue -5 e. Everyone has it, providing no value and -5 edge to the brand
a. Apps are limited to phone platforms -3 b. Mobile batteries unreliable to carry QR -3 code around all the time. c. Requires long term investment, updates -3 to an app every few months d. Requires customers to download it free -5 while company making no revenue e. Privacy/security- Users have to allow the -3 publishers to track and analyze their actions
-5 a. Location-based b. Non-tech savvy travelers might still -3 need assistance c. Chances to be occupied in rush hours -1 d. Relatively higher initial investment including high installation & authoriza-5 tion cost -1 e. Regular maintenance at intervals. -3 f. Development of custom software.
a. Potential for better usability, accessibility and comprehensive convenience. +5
a. Potential for better usability and connec+5 tivity through out the travel b. Smartphone/Mobile application technology is growing +3
a. Maximum potential for innovative design +3 and usability b. Marketing opportunity to generate +5 non-fare revenue at and around the stations, on-boards, at malls & other transits c. Helps in avoiding unnecessary deploy- +5 ment of human resources during late hours and remote locations. d. Huge impact on the image and goodwill +5 of the brand =17
(+)
=12
=10
TARGET GROUP Discretionary passengers Discretionary rail passengers may not use a specific mode of transportation in a systematic manner. While making decisions about transport and/or routes to use, they often take into account alternate modes such as car, plane.
HOLIDAY MAKER Primary Persona
BUSINESS TRAVELER Secondary Personas
TOURIST
BE DIFFERENT. N0,
REALLY DIFFERENT.
CALine : CALIFORNIA HIGH-SPEED RAIL DEVELOPING
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
OPPORTUNITY MAP
(User Centric UCID Interface design)
Connectivity
Create real-time interaction between the customer and kiosk for enhancing user experience.
Enable self-serve interaction
Ensure better convenience
Support reliability
Increase market outreach by opening prospect for unlimited and a wide variety of users.
Provide higher interactivity
Outreach market
Gain product’s ‘observability’
Increase ‘trialability’
Achieve User satisfaction
Connect to variety of users
Reduce ‘complexity’
Create value for CHSR
Ensure design ‘compatibility’
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
INTERACTIVE KIOSK
Marketing
Market transportation providers, regional attractions and business enterprises to generate revenue.
Build partnership e.g. travel sites
Target the audience
Attract and engage audience
Exploit non-fare revenue
Respond to market's needs
Branding
Develop a branding strategy for better “front of mind” penetration to increase adoption rate of CHSR.
Deliver the message clearly
Confirm our credibility
Motivate the buyer
Connect with User emotionally
Concrete User Loyalty
Scope There is an opportunity to
Develop greater agility
Ensure ‘relative advantage’
“How might we” Design Ideas
(User Centric UCID Interface design)
Connectivity
Create real-time interaction between the customer and kiosk for enhancing user experience.
Major international languages
Increase market outreach by opening prospect for unlimited and a wide variety of users.
Voice prompts Opportunity to & touch response mobile and email (guide the user) extensions
Privacy of transaction
Information on city events
Share travel photos, reviews and rating
Real time video customer service
QR Code and Print-On-Demand Technology
Locate at diff. targeted areas
Ad-hoc & scheduled messaging
Co-browsing with remote agents
Updates on CHSR projects
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
INTERACTIVE KIOSK
Marketing
Market transportation providers, regional attractions and business enterprises to generate revenue. Integrate browsing with third party servers
Out-of-home digital signage
Cutting-edge ergonomic design (with dynamic marketing)
Deals on hotels, rent-a-car, taxi, city events & attractions
Focus on the profitable deals and offers
Branding
Develop a branding strategy for better “front of mind” penetration to increase adoption rate of CHSR. Strong opening CHSR statement
Highlight CHSR competence with testimonials
Real time comparison chart (mode of transport)
Offer extra discounts/offers and award
( e.g. Last Minute
Remote manageability of the content
Perform surveys and track public opinion
Identify return consumers (face-detection, loyalty card or cell phones)
Scope There is an opportunity to “How might we” Design Ideas
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
THE 17-STEP PROCESS
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
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CALIFORNIA HIGH-SPEED RAIL SERVICE
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The 17-Steps Process By Marty Neumeier
In ten years, we want CALine Kiosk to be the deployed at different strategic location in California to brand CALine and create value for HSR industry in America.
CALine
We are innovative travel and tourism integration service provider to California High Speed Rail.
We provide user-centric interactive self-service kiosk to provide user engaging travel experience and provide stress-free, faster and convenient service throughout their journey.
We can achieve this vision by focusing on distinct needs of different customer segments and understanding their new requirements with the changing times.
1 Who are we?
2 What we do?
Our experience is in analyzing customer needs at each contact point of a customer's travel experience and then delivering effective and efficient services.
Our purpose is to revolutionize the rail travel experience.
1. Travel and Tourism Information Kiosk 2. Transportation Interaction Kiosk
The trend most powering to our business is smarter, faster and convenient way of traveling.
1) California Welcome Kiosk 2) CHARLES
3 Our Vision
4 What wave are we riding?
5 Who shares the brandscape?
To achieve ongoing customer satisfaction and loyalty, we will constantly monitor customer needs and identify the key drivers of customer satisfaction.
List of trends include: • Travel and Tourism Integration • User-centric design • High performance, • Cutting-edge technology, • Affordability, • Convenience, • Sustainability, • Reliability
A survey conducted by the American Public Transportation Association reveals that cheaper, faster and “INTEGRATED” service will be key motivator to take high speed rail.
CALIFORNIA HIGH-SPEED RAIL SERVICE
Our strategy to become #1 is to have customer-first focus i.e. reshaping the customer experience at pre and post travel at and outside the rail stations.
The 17-Steps Process By Marty Neumeier
The one thing that makes us different is our innovative approach to customer centric service design.
6 What makes you the “only”? The only integrated interactive kiosk service for CHSR. that provide engaging customer experience for commuters, business travelers, tourists and holiday makers in California who want faster, smarter and integrated travel experience in an era of multi-tasking-speed-obsessed culture and information clutter leading to complexities of choices.
Travel enthusiast, Tech Savvy Travelers and Traveler without Smartphone, California Travel and Tourism Commission, travel sites, hotels and rental cars companies. + Simple, user-friendly navigation interface + Comprehensive user profiles, to help users build the connections they need + Engaging advertisement and marketing opportunities for key partners + Time-sensitive advertisements
7 What should you add or subtract? - Trying hard for getting max. response from non-tech savvy customer - Thinking consumers will make smooth transition from familiar mobile applications
To make everyone, including ourselves happy, we must have a variety of services and offerings (keep creating more focused offering) to cater to the need of wide variety of people who will be browsing/ using our kiosk.
Travel and Tourism mobile apps are our bad guys.
CALine
8 Who loves you?
9 Who’s the enemy?
10 What do they call you?
11 How do you explain yourself?
What we are not is a Ticket Vending Machine. We are focusing on assisting travelers in pre and post travel. Going beyond only product, schedules and maps; and giving users access to destination and city-event information, alerts and video customer service. Also providing options to share photos, reviews and feedback/complaint to create value.
CALine is a modern, clean and creates relaxing atmosphere in order to give travelers a joyful journey, while representing the brand essence and attributes.
Better. Faster. Smarter.
CALIFORNIA HIGH-SPEED RAIL SERVICE
Innovative, user-centric service design to enhance pre and post travel experience.
The 17-Steps Process By Marty Neumeier
• Information on the CHSR website and travel guide • Self-promotion at CHSR blog, Facebook, Twitter, etc • Email and Direct Mail • Advertisement at travel websites • Partnership with travel and tourism companies, hotels and rental car companies. • Create and appear at events at rail and transit stations, also at airports and malls.
By giving customers a better customer experience by providing them information, selling them CHSR products and by giving them 24/7 customer support.
12 How do you spread the word?
13 How do people engage with you?
Our most valuable touchpoint will be through the use of our Kiosk, as well as our marketing efforts.
Through our cutting-edge self-service interactive technology and unique marketing methods.
• Staying connected • One-stop shop for enriched traveling experience • Getting max. service and information while on a move • Sense of community with other travelers • Seeing their needs being answered • Getting their voice heard and support • Integration with other travel modes and services • Being part smarter way of travel
• No hidden fees and privacy of transaction • Constant revision of the services as per unique customer needs. • 24/7 video customer support • Feedback portal for users to ensure if we are meeting expectations • Remote Management • Customize search and offering • Identify returned customers • Special incentives to regular customers, • Stay connected by emails & mobile.
• Strategic partnerships with responsible key players of travel and tourism industry • Multiple revenue streams to help ensure fiscal stability • Create and appear at events at rail and transit stations, also at airports and malls
• By providing a good service design that adapt to the needs of the customer • By valuing our partnerships with small and large businesses and contributing to overall development of our local communities. • By providing cost efficient services to our clients and the consumer in order to encourage smarter ways to travel
14 What do they experience?
15 How do you earn their loyalty?
16 How do you extend your success?
17 How do you protect your portfolio?
• Cutting-edge ergonomic design • Human-size, voice prompts and touchscreen interactive kiosk
We are being loyal to customers by providing a transparent travel comparator to help them compare different mode of transport by time, cost, distance and stress level.
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
THE BUSINESS MODEL
CALine
BUSINESS MODEL OUR MISSION: Our mission is to give the travelers in California a “better, faster and smarter” travel experience by ensuring a comprehensive and user-centric interface design that focuses on distinct needs of different customer segments and understands their new requirements with the changing times.
OUR VISION: A state-of-the-art travel experience through integration, user-centric service solutions, innovative interface and cutting-edge ergonomic design.
OUR VALUES: • We believe a good service design should adapt to the needs of the customer . • We value our partnerships with small and large businesses that contribute to overall development of our local communities. • We provide cost efficient services to our clients and the consumer in order to encourage smarter ways to travel
CALIFORNIA HIGH-SPEED RAIL SERVICE
VALUE PROPOSITION: For California High-Speed Rail (HSR) travelers and travel information seekers who want to explore and travel in California. CALine Interactive Kiosk is new service design for the California HSR system that provides strategic, user-centric interface design to enhance traveler’s experience and interaction with service while creating value for the American HSR industry. This will be accomplished by employing compre-
hensive user experience research methods to understand customers’ needs and motivations and their interactions with the service. In addition, it will be achieved by applying service design frameworks to analyze the different touchpoints in the traveler’s journey and services offered to them in order to discover opportunities for innovation in the services and its integration.
Unlike other kiosks which only offer limited services, CALine interactive Kiosk only one stop, multi featured kiosk that will offer travelers a faster, convenient and engaging travel experience to exceed customer satisfaction standards. Our focus is to become the pioneer of integrated pre-travel to post-travel services between cities of California that can easily be adopted as the business model and service design prototype by other states with similar HSR services.
Business Model Canvas
• iSSimple® Technology for Kiosks • UX and UI designers • Commuter rail: Caltrans, Metrolink, ACE, BNSF Railway and Union Pacific • Intercity rail market: Amtrak California, (San Joaquin & Pacific Surfliner), Capital Corridor
• Transit Services: Bay Area Rapid Transit (BART) and LA Metro Rail
Customer CALine HSR Provide a Sale and user-centric acquisition interface and Support design retention Create Branding awareness & and value for Marketing CALine CALine
24/7 Customer service & support
Co-create One-stop out-of-home w/ community and platform travelers
Generate fare & non-fare revenue
Tourism Commission
• Travel sites: ( Expedia.com, Visitcalifornia.com and TripAdvisor.com)
• Hotels: (Travelodge, Hilton, Marriott, Sheraton, Embassy Suites and ChoiceHotels.com)
• Car Rental: (Hertz, Avis and Enterprise,)
CALine HSR information, schedules, prices, route, maps and ticket/passes/card sale
• Interactive travel comparator for time, cost, distance and stress / comfort comparison between different modes of transport. • Video customer support with co-browsing with remote agent • eTicket printing and QR scanning • Share travel photos, reviews and rating
• California Travel and • iSSimple hardware & drivers • Software and internet service • Database • Engineers and maintainers • Remote agents • Traveler’s community • Partnerships • Other modes of transport • CHSRA
CALine
Interactive Kiosk
• Destination’s information, maps, attractions, deals search & booking • City event information (On-going and upcoming) • Feedback/complaint portal • Perform survey and track opinion • Motivate travelers to enhance their travel experience by choosing CALine HSR for intercity travel • CALine branding and marketing California High-Speed rail project information, updates and alerts
• Research & development Main Cost: • Product manufacturing • Software development Main Activity cost:
• Branding and advertising • Remote Management • 24/7 Customer services • Administration • Internet Services
Main Resource cost:
• Product equipment • Delivery and Setup
• Space cost (if at other locations than CALine HSR station)
CALIFORNIA HIGH-SPEED RAIL SERVICE
• Building Trust • 24/7 Video Customer service • Tracking their opinions • Feedback/complaint and reviews/rating portal • Personalized and customized offering and search • Extra reward and discount
Rail Travelers in California
Primary Travelers
Secondary Travelers
• Holiday Makers • Business Travelers • Tourists • Commuters • Gen S Travelers
• Identify return customer • Stay connected via emails, mobile updates and alerts
• CALine website and mobile app database • CALine travel guide • Travel websites • Travel and tourism magazines • Ads, News & Newsletters • Social Media (CALine Blog, Facebook, Twitter…)
• Word of mouth
Travel Information Seekers
Early adopter: Tech Savvy Travelers and Traveler without Smartphone
Primary locations: Rail stations, Transit stations and Airports Secondary location: Malls
Fare Revenue (Sale)
• CALine rail travel ticket, pass or card • Travel card recharge
• Destination deals • CALine Bus & rent-a-bike
Non-fare Revenue
• Digital signage Marketing • City news and Updates • Commission from hotel, • Ads Rights
Service
and rental car booking
• Commission to integrate travel website in the search engine
• Ad-hoc and scheduled messaging by other resources
Business Model Canvas Evaluation
Interactive Kiosk
Detail SWOT Assessment of Each Building Block: [Ranked from 1-5: 5 being the highest]
Value Proposition Assessment Our Value Propositions are well aligned with customer needs
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Our Value Propositions and customer needs are misaligned
Our Value Propositions have strong network effects
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Our Value Propositions have no network effects
There are strong synergies between our products and services
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There are no synergies between our products and services
Our customers are very satisfied
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We have frequent complaints
Our Key Resources are difficult for competitors to replicate
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Our Key Resources are easily replicated
Resource needs are predictable
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Resource needs are unpredictable
We deploy Key Resources in the right amount at the right time
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We have trouble deploying the right resources at the right time
We efficiently execute Key Activities
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Key Activity execution is inefficient
Our Key Activities are diffi cult to copy
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Our Key Activities are easily copied
Execution quality is high
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Execution quality is low
Balance of in-house versus outsourced execution is ideal
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We execute too many or too few activities ourselves
We are focused and work with partners when necessary
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We are unfocused and fail to work sufficiently with partners
We enjoy good working relationships with Key Partners
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Working relationships with Key Partners are conflict-ridden
Infrastructure Assessment
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Business Model Canvas Evaluation
Interactive Kiosk
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Detail SWOT Assessment of Each Building Block: Cont. [Ranked from 1-5: 5 being the best]
Cost/Revenue Assessment We benefit from strong margins
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Our margins are poor
Our revenues are predictable
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Our revenues are unpredictable
We have recurring Revenue Streams and frequent repeat purchases
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Our revenues are transactional with few repeat purchases
Our Revenue Streams are diversified
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We depend on a single Revenue Stream
Our Revenue Streams are sustainable
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Our revenue sustainability is questionable
We collect revenues before we incur expenses
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We incur high costs before we collect revenues
We charge for what customers are really willing to pay for
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We fail to charge for things customers are willing to pay for
Our pricing mechanisms capture full willingness to pay
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Our pricing mechanisms leave money on the table
Our costs are predictable
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Our costs are unpredictable
Our Cost Structure is correctly matched to our business model
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Our Cost Structure and business model are poorly matched
Our operations are cost-efficient
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Our operations are cost-ineffi cient
We benefit from economies of scale
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We enjoy no economies of scale
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Business Model Canvas Evaluation
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Assessing Threats:
[Ranked from 1-5: 5 being the highest]
Value Proposition Threats Are substitute products and services available?
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Website, Apps, and Desk service
Are competitors threatening to offer better price or value?
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Yes, Airline and private vehicles
Are our margins threatened by competitors? By technology?
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Have to keep relative fare prices
Do we depend excessively on one or more Revenue Streams?
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Wide range of opportunity available
Which Revenue Streams are likely to disappear in the future?
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None
Which costs threaten to become unpredictable?
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Branding and Marketing
Which costs threaten to grow more quickly than the revenues they support?
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Research & development + Product manufacturing
Cost/Revenue Threats
Interactive Kiosk
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Business Model Canvas Evaluation
CALine
Interactive Kiosk
CALIFORNIA HIGH-SPEED RAIL SERVICE
Assessing Threats:
[Ranked from 1-5: 5 being the highest]
Infrastructure Threats
Customer Interface Threats
Could we face a disruption in the supply of certain resources?
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In Internet Services & Customer support
Could our market be saturated soon?
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People will keep traveling
Is the quality of our resources threatened in any way?
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Not really
Are competitors threatening our market share?
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Airlines are Major
What Key Activities might be disrupted?
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Customer Acquisition
How likely are customers to defect?
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Unpredictable
Is the quality of our activities threatened in any way?
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Marketing - limited to digital signage only
How quickly will competition in our market intensify?
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As soon they start losing customers
Are we in danger of losing any partners?
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Not really
Do competitors threaten our Channels?
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Travel sites will have option of rail travel
Might our partners collaborate with competitors?
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Many are already collaborating.
Are our Channels in danger of becoming irrelevant to customers?
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Not Really
Are we too dependent on certain partners?
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Only One Visitcalifornia.com
Are any of our Customer Relationships in danger of deteriorating?
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Not Really
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Business Model Canvas Evaluation Assessing Opportunities: [Ranked from 1-5: 5 being the highest]
Value Proposition Opportunities Could we generate recurring revenues by converting products into services?
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Book bike and cars on board
Could we better integrate our products or services?
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More opportunity in future
Which additional customer needs could we satisfy?
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Kiosk on-board
What complements to or extensions of our Value Proposition are possible?
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Partners as our customers
What other jobs could we do on behalf of customers?
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Remember their information and send them alerts.
Cost/Revenue Opportunities
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Can we replace one-time transaction revenues with recurring revenues?
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What other elements would customers be willing to pay for?
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Booking bike/car belonging
Do we have cross-selling opportunities either internally or with partners?
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We are all about cross-selling
What other Revenue Streams could we add or create?
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Add new products Weekend deals
Can we increase prices?
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Only Advertisement
Where can we reduce costs?
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Manufacturing and developing.
Yes, for the CALine card, recharge it automatically.
Interactive Kiosk
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Business Model Canvas Evaluation
CALine
Interactive Kiosk
CALIFORNIA HIGH-SPEED RAIL SERVICE
Assessing Opportunities: [Ranked from 1-5: 5 being the highest]
Infrastructure Opportunities
Customer Interface Opportunities
Could we use less costly resources to achieve the same result?
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Not really
How can we benefit from a growing market?
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Yes, in future
Which Key Resources could be better sourced from partners?
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iSSimple hardware and drives
Could we serve new Customer Segments?
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Travel and tourism industry
Which Key Resources are under-exploited?
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Other Modes of transport
Could we better serve our customers through finer segmentation?
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To some extend
Do we have unused intellectual property of value to others?
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Not Really
How could we improve channel efficiency or effectiveness?
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By being focused on user need
Could we standardize some Key Activities?
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There are few like Video Support
Could we integrate our Channels better?
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To some extend
How could we improve efficiency in general?
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Maybe
Could we find new complementary Partner Channels?
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Maybe in future
Would IT support boost effi ciency?
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Big time
Could we increase margins by directly serving customers?
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No, we have to be integrated
Are there outsourcing opportunities?
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To some extend
Could we better align Channels with Customer Segments?
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By using travel/hotel websites
Could greater collaboration with partners help us focus on our core business?
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YES
Is there potential to improve customer follow-up?
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By sending them personal messages.
Are there cross-selling opportunities with partners?
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Yes like hotels and rental cars
How could we tighten our relationships with customers?
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To some extend
Could partner Channels help us better reach customers?
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Our information on their websites
Could we improve personalization?
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Already doing
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Integrated better user experience
How could we increase switching costs?
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Have we identifiied and “fired� unprofitable customers? If not, why not?
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Do we need to automate some relationships?
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Could partners complement our Value Proposition?
We don't need to do it By keeping a data base. No, we want personal
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CALine
Business Model SWOT Analysis
CALIFORNIA HIGH-SPEED RAIL SERVICE
SWOT Analysis of Business Model
STRENGTHS
WEAKNESS
• Unique branding for CALine and its services.
• Defined audience therefore sale revenue may vary due to its singular focus.
• Multiple revenue streams help ensure fiscal stability.
• Fixed location-based service.
• Focused customer segment with proven need. • Simple, clear message and value proposition. • User-Centric Design while maintaining personal relationship with customers.
• Dependency on partnerships for trip integration services. • Non tech-savvy customer may avoid using the service. • Limited number of kiosk per location due to high cost structure.
• Serves a growing trend of attracting and targeting customer Out-of-Home.
Threats
Opportunities
• Target market only include the travelers not the Partners.
• Fast and effective service could grow user base exponentially.
• High cost structure.
• Key partnerships represent a diversity of opportunities to reach audience.
• Online services can limit location-based use. • Competitors adapt to our unique offerings. • Failure to obtain audience reach to take advantage of service effects.
• Advertisers can reach a wide demographic to influence for the future. • A customized product could potentially be used worldwide. • A seamless, integrated customer travel experience (with other modes of transport) could bring value to travel and tourism industry.
CALine
Business Model SWOT Analysis
CALine :
CALIFORNIA HIGH-SPEED RAIL SERVICE
CALine’s Main StrengthCALIFORNIA and Weaknesses HIGH-SPEED
RAIL
A user-centric service design forCustomer California High Speed Rail Service Centric design that also create value and support brand
Wide reach for integrated Customer experience
• iSSimple® Technology for Kiosks • UX and UI designers • Commuter rail • Intercity Passenger rail • Transit Services • California Travel and Tourism Commission • Travel sites • Hotels • Car Rentals
Possibility of service disruption will always remain Mode of transport not fully utilized
Relative high cost in kiosk R&D and manufacturing Branding and marketing cost can become unpredictable.
• CALine HSR Sale and Support • Branding and Marketing for CALine • Provide a user-centric interface design • Customer acquisition and retention • Create awareness & value for CALine • 24/7 Customer service & support • Co-create w/ community and travelers • Generate fare & non-fare revenue
• iSSimple hardware & drivers • Software and internet service • Database • Engineers and maintainers • Remote agents • Traveler’s community • Partnerships • Other modes of transport • CHSRA
• Research & development • Product manufacturing • Software development • Branding and advertising • 24/7 Customer services • Internet Services • Remote Management • Administration • Product equipment • Delivery and Setup • Floor space cost (if at other locations than CHSR station)
Large product and services range while building trust.
• CALine HSR information, schedules, prices, route, maps and ticket/passes/card sale • Interactive travel comparator for time, cost, distance and stress / comfort comparison between different modes of transport. • Video customer support with co-browsing with remote agent • eTicket printing and QR scanning • Share travel photos, reviews and rating • Destination’s information, maps, attractions, deals search & booking • City event information (On-going and upcoming) • Feedback/complaint portal • Perform survey and track opinion • Motivate travelers to enhance their travel experience by choosing CALine HSR for intercity travel • CALine branding and marketing
• Building Trust • 24/7 Video Customer service • Tracking their opinions • Feedback/complaint and reviews/rating portal • Personalized and customized offering and search • Extra reward and discount • Identify return customer • Stay connected via emails, mobile updates and alerts
Relatively limited Reach, attracting only travelers. Rail Travelers in California Travel Information Seekers
Developing personalized relations instead of automated
PROTOTYPING
Precise assets to sustain & support the services.
Cost Efficiency and economies of scale
• CALine website and mobile app database • CALine travel guide magazine • Travel websites • Travel and tourism magazines • Ads, News & Newsletters • Social Media (CALine Blog, Facebook, Twitter…)
Clear channels to reach target markets.
• CALine rail travel ticket, pass or card • Travel card recharge • Destination deals • CALine Bus & rent-a-bike Service • Digital signage Marketing • Commission from hotel, and rental car booking • City news and Updates • Ads Rights • Commission to integrate travel website in the search engine • Ad-hoc and scheduled messaging
Low Margins
Marketing effectiveness with multiple marketing channels.
CALine
REFRAMING Business Model
CALIFORNIA HIGH-SPEED RAIL SERVICE
Innovate services and product with the user need using the feedback and reviews instead of co-creating
• iSSimple® Technology for Kiosks • Commuter rail • Intercity Passenger rail • Transit Services • California Travel and Tourism Commission • Travel sites • Hotels • Car Rentals • UX and UI designers
Instead of having partnerships and key resources, CALine can out-source companies to do the same job.
• CALine HSR Sale and Support • Branding and Marketing for CALine • Provide a user-centric interface design • Customer acquisition and retention • Create awareness & value for CALine • 24/7 Customer service & support • Co-create w/ community and travelers • Generate fare & non-fare revenue One-stop out-of-home platform •Respond Co-create community and tow/ market needs as quickly travelers as possible
• iSSimple hardware & drivers • Software and internet service • Database • Engineers and maintainers • Remote agents • Traveler’s community • Partnerships • Other modes of transport INTEGRATED SERVICES • CHSRA Outsource Companies
• CALine HSR information, schedules, prices, route, maps and ticket/passes/card sale • Interactive travel comparator for time, cost, distance and stress / comfort comparison between different modes of transport. • Video customer support with co-browsing with remote agent • eTicket printing and QR scanning • Share travel photos, reviews and rating • Destination’s information, maps, attractions, deals search & booking • Last Minute and weekend deals • City event information (On-going and upcoming) • Feedback/complaint portal • Perform survey and track opinion • Trivia to emotionalize audience • Motivate travelers to enhance their travel experience by choosing CALine HSR for intercity travel • CALine branding and marketing • California High-Speed rail project information, updates and alerts
• Research & development Customized iSSimple Kiosk • Product manufacturing Content Development • Software development • Branding and advertising • 24/7 Customer services • Internet Services • Remote Management • Administration • Product equipment • Delivery and Installation • Space cost (if at other locations than CALine HSR station)
93
• Building Trust • 24/7 Video Customer service • Tracking their opinions • Feedback/complaint and reviews/rating portal • Personalized and customized offering, search and FOLLOW-UP • Extra reward and discount • Identify return customer • Stay connected via emails, mobile updates and alerts
• CALine website and mobile app database • CALine travel guide magazine and Travel websites • SMS & emails to target market • Travel and tourism magazines • Ads, News & Newsletters • Social Media (CALine Blog, Facebook/Twitter) and YouTube • Press Releases • Word of mouth
Customer not Partner: By catering to their needs we can help boost the industry while creating value for us.
Rail Travelers in California Travel Information Seekers • California Travel and Tourism Commission
• California Travel and Tourism Commission • UX and UI designers • Engineers and maintainers • Research & development • Product manufacturing • Software development • Co-create w/ community and travelers
reduce Automated service: To help generate recurring revenue and give customers a better self-service.
• CALine rail travel ticket, pass or card • Travel card recharge Automated monthly service • Destination deals • CALine Bus & rent-a-bike Service • Digital signage Marketing • Commission from hotel, and rental car booking • City news and Updates • Ads Rights • Commission to integrate travel website in the search engine • Ad-hoc and scheduled messaging Buy Customized Kiosk from our partner iSSimple It will stronger the partnership and help CALine to save cost on R&D and manufacturing.
eliminate
• Remote Management • Administration • Product equipment • Ads, News & Newsletters
raise • Other modes of transport INTEGRATED SERVICES • Last Minute and weekend deals • Personalized and customized offering, search and FOLLOW-UP
create • Respond to market needs as quickly as possible • Customized iSSimple Kiosk • Out-source companies • California Travel and Tourism • SMS &email to target market • Press Releases • Travel card recharge Automated monthly service • Trivia to emotionalize audience • Content Development
FINAL Business Model Canvas KP • iSSimple® Technology for Kiosks • Commuter rail- Caltrans, Metrolink, ACE, BNSF Railway and Union Pacific • Intercity Passenger rail Amtrak California, (San Joaquin & Pacific Surfliner), Capital Corridor
• Transit Services - Bay Area
KA
VP
CR
• CALine HSR Sale and Support • Branding and Marketing for CALine • Provide a user-centric interface design • Customer acquisition and retention • Create awareness & value for CALine • 24/7 Customer service & support • Generate fare & non-fare revenue One-stop out-of-home platform • Respond to market needs as quickly as possible
• CALine HSR information, schedules, prices, route, maps and ticket/passes/card sale • Interactive travel comparator for time, cost, distance and stress / comfort comparison between different modes of transport. • Video customer support with co-browsing with remote agent • eTicket printing and QR scanning • Share travel photos, reviews and rating • Destination’s information, maps, attractions, deals search & booking • Last Minute and weekend deals • City event information (On-going and upcoming) • Feedback/complaint portal • Perform survey and track opinion • Trivia • Motivate travelers to enhance their travel experience by choosing CALine HSR for intercity travel • CALine branding and marketing • California High-Speed rail project information, updates and alerts
• Building Trust • 24/7 Video Customer service • Tracking their opinions • Feedback/complaint and reviews/rating portal • Personalized and customized offering, search and FOLLOW-UP • Extra reward and discount • Identify return customer • Stay connected via emails, mobile updates and alerts
Rapid Transit (BART) and LA Metro Rail
KR
• California Travel and Tourism Commission • Travel sites (Expedia.com, Visitcalifornia.com and TripAdvisor.com)
• Hotels (Travelodge, Hilton, Marriott, Sheraton, Embassy Suites and ChoiceHotels.com)
• Car Rentals (Hertz, Avis and Enterprise)
C$
• iSSimple hardware & drivers • Software and internet service • Database • Remote agents • Traveler’s community • Partnerships • Other modes of transport INTEGRATED SERVICES • CHSRA • Outsource company for UX/UI, maintenance and engineering
• Customized iSSimple Kiosk • Content development • Branding and advertising • 24/7 Customer services • Internet Services • Remote Management • Administration • Product equipment • Delivery and Installation • Space cost (if at other locations than CALine HSR station)
R$
CALine
Interactive Kiosk
CALIFORNIA HIGH-SPEED RAIL SERVICE
CS
• Rail Travelers in California • Travel Information Seekers • California Travel and Tourism Commission
DC
• CALine website and mobile app database • CHSR travel guide Magazine and Travel websites • SMS & emails to target market • Travel and tourism magazines • Ads, News & Newsletters • Social Media (CALine & CHSR Facebook/Twitter) and YouTube • Press Releases • Word of mouth
• CALine rail travel ticket, pass or card • Travel card recharge Automated monthly service • Destination deals • CALine Bus & rent-a-bike Service • Digital signage Marketing • Commission from hotel, and rental car booking • City news and Updates • Ads Rights • Commission to integrate travel website in the search engine • Ad-hoc and scheduled messaging
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CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
PROTOTYPING
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PROTOTYPING
Kiosk Design
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
INTERACTIVE KIOSK
Floor standing Interactive Kiosk Interactive Kiosk it is: • Floor standing strong metal casing • Professional 42” LCD LED panel with 16:9 aspect ratio • Touch screen with tempered glass • Build-in Intel Core i5 with Wi-Fi/3G • Build-in audio speakers • Front panel build-in camera with Kinect sensor • eTicket, Pass and card printer with QR scanner • Card reader, cash acceptor • Logo customization (acrylic/steel cutting + LED, back side silk printing) • Cutting-edge ergonomic design • One push two adjustable heights each upto 8“ • WxHxD = 28” x 62”-70“ x 3”
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
CALine
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PROTOTYPING
CALine Interactive Kiosk’s User Interface
Sitemap
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
TOUCH TO START!
ABOUT Vision for California CALine History
PRODUCT CALine HSR Ticket CAL-Pass
CALine Future
TRAVEL COMPARATOR Modes of Travel
MANAGE BOOKING
DESTINATIONS Top Attractions
Trip Photos
“What you think?”
Change/Cancel
City Event
Trip Reviews
How can we improve?
CALine Partners
LIVE HELP Customer Support Video
ALERTS
LANGUAGES
Trip Status
Arabic
Trip Updates
Chinese
Last Minute Deals
French
Weather
German
Audio Recharge Card
City Deals
Trip Rating
File a Complaint Live Chat
Add Deals CALine Transit Bus
FEEDBACK
Print eTicket
CAL-Card CALine Team
SHARE
Interactive Map Travel Tips/Info
Hindi CTB Pass
CALine Awards Photo Library
Testimonials
CTB Card CALine Rent-a-bike biCAL Pass biCAL Card
Italian Japanese Korean Russian
CALine Stations Spanish Tagalog Vietnamese
PROTOTYPING
CALine Interactive Kiosk’s User Interface
Wirefame
Home Screen
SATURDAY 17:45
SATURDAY
17:45
CALine
CALine
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
SATURDAY 17:45
Slide to begin!
CALIFORNIA HIGH-SPEED RAIL SERVICE
CALIFORNIA HIGH-SPEED RAIL SERVICE
MARKETING SLIDES
MARKETING SLIDES
ABOUT
SERVICES
PRODUCT
ABOUT
MARKETING SLIDES
MARKETING SLIDES
PRODUCT
Description
SERVICES
TOUCH TO BEGIN! SATURDAY
17:45
Hello!! Main Menu
Hello!!
SATURDAY 17:45
SELECT LANGUAGE
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
SLIDE TO BEGIN! SATURDAY
17:45
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
SELECT LANGUAGE
CALIFORNIA HIGH-SPEED RAIL SERVICE
Hello!! COMPANY MESSAGE
SATURDAY
17:45
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
ABOUT
Some text news string PRODUCT
TRAVEL COMPARATOR
CALIFORNIA HIGH-SPEED RAIL SERVICE
17:45
CALine ABOUT
PRODUCT
CALine
TOUCH IT!
SCAN/PRINT
PRODUCT
Description Slides
TRAVEL COMPARATOR
PRODUCT
TRAVEL COMPARATOR
QUESTION?
TRAVEL COMPARATOR
Description Slides
SCAN/PRINT
QUESTION?
SHARE
QUESTION? SCAN/PRINT
SCAN/PRINT FEEDBACK
FEEDBACK
SHARE
DESTINATION
ALERTS
DESTINATION
ALERTS
Description Slides
DESTINATION
COMPANY MESSAGE
QUESTION?
SHARE
ABOUT
COMPANY MESSAGE
MARKETING SLIDES SELECT LANGUAGE
ABOUT
QUESTION?
FEEDBACK
ALERTS
SELECT LANGUAGE
BACK
NEXT
PROTOTYPING
CALine Interactive Kiosk’s User Interface
Home Screen
Main Menu
PROTOTYPING
CALine Interactive Kiosk’s User Interface
PRODUCT
PROTOTYPING
CALine Interactive Kiosk’s User Interface
TRAVEL COMPARATOR
MANAGE BOOKING
PROTOTYPING
CALine Interactive Kiosk’s User Interface
DESTINATION
PROTOTYPING
CALine Interactive Kiosk’s User Interface
SHARE
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
USER TESTING
USER TESTING
CALine Interactive Kiosk’s User Interface
USERS (Interviewees) Ali Farhan Tourist
The conceptual statement of this interface has been pretty well defined. The idea to incorporate features like Travel comparator, Destinations and along with other will make it distinctive with other kiosk in other developed countries. This Kiosk has the potential to engage people around, based on its multiple options and information about city. I think it will give benefits to people to orient themselves towards their destinations. I will rate this as 8 in terms of its value to engage people and giving them reliable travel experience.
Carl Walker
Business Traveler
Haven’t received the final feedback.
Ahmed Muneeb Holiday Maker
This system provides one stop interactive comparison in real time between different transportation modes.... great value in terms of utility for time and money. System’s inter connectivity interface with social media transforms it into an interactive tool beyond the regular procedures of ticketing, booking and scheduling for Rail travel. Mentioned features are indicative of a very user-centric experience which helps to optimize the ease of travelers. Furthermore, regardless of system’s immense multitasking and multipurpose capacity, its linear operation makes it simple & user-friendly.
Bilal Shoaib Commuter
The design is definitely user-centric, it isn't complicated or confusing and a very user friendly design. Traveling experience will be much more convenient with this design. Checking my traveling routes and the time of the train is what I would use it for and only the part about booking my trips wouldn't work for me as I have other sources but that's just my opinion as users. I rate it 8/10 in regards to enhancing the travel experience for the consumer.
Peer Ayesha Batool
Fazli Azeem
Tourist
Media Designer
Participant of User Shadowing Study at Amtrak Station, San Luis Obispo
MFA Candidate in Communication Design, Dynamic Media Institute, MassArt
The design of CALine interface is comprehensive. The flow of first time user path seems to be defined very carefully. However, the legibility of graphics could be worked on, including relationship between background and foreground colors and fonts. Integrating interactive maps in the interface is a good idea. I would be interested in sharing my travel plans with friends and be a part of a larger travel network as I plan my trips on CALine train. Over all it is a well-defined concept and very user-friendly.
Novel interactive / futuristic experience, although making shortcut icons linked to workflows to speed up transactions would allow large number of users to be processed. Think of the touchscreen kiosk as a way to save time in the line. I think this experience is just generic, overdone at most automation processes. Kiosk seems designed to provide information like a digital phone directory. Choose 4 major requirements of users and try to sub divide things into 4 or less categories. Fewer options are better.
USER TESTING
CALine Interactive Kiosk’s User Interface
Home Screen the yellow text on white background is low contrast. Think about maybe orange or what about black outline of text..
Main Menu If you are writing Saturday, write the whole date too.
Message is unclear, need to convey their value proposition in more effective manner.
Red color is already used for highlighting information once it touched by users. So it would be better to use some other color for this BAR Using several very different fonts can be a bit distracting, especially with your highly contrasting color scheme.
Great marketing opportunity for the partners and collaborators.
USER TESTING
CALine Interactive Kiosk’s User Interface
PRODUCT Somewhere between booking and printing, give the option to share your trip with a friend, over email. All airlines and Amtrak give you that option.
Font should be simple so that user will have no difficulty in reading.
An option of balance inquiry on a rechargeable card will be very helpful.
Color Red is used in highlighting, it should be used as such throughout.
"Route map" is a more common terminology for this thing.
Including a timer to inform time of the next train is going to be very useful and handy for the commuter or any other traveler.
Would you like to be alerted for a change in train schedule? By phone, text or email?
USER TESTING
CALine Interactive Kiosk’s User Interface
TRAVEL COMPARATOR
MANAGE BOOKING
It is great revolutionary resource which is creating value for the user who want to weight his other options. Why not just write compare
These headings don't feel too exciting.
Why white on yellow, cant read. Maybe black on white base? Red on yellow base?
Background is yellow too. Makes the graphs less legible. Do we not get to select seats, meals, etc?
USER TESTING
CALine Interactive Kiosk’s User Interface
DESTINATION Circular tabs should not be replaced once you touch them as you already differentiate them by highlighting with red color
Destination feature is working perfectly as ‘value-added’ service for the Kiosk.
Simple and bold fonts are much easier to read and comprehend.
Why is there a building, what about a map or target etc...
USER TESTING
CALine Interactive Kiosk’s User Interface
SHARE SD-card slot option will attract youth and add more value but reservation of storage system, protection of people personal data and virus transfer will come with it.
What about,sharing on facebook or after you have booked your ticket, you can have a choice to reveal your information to this network or not.
Instead of writing social network names, replace with their icons .
CALine : CALIFORNIA HIGH-SPEED RAIL DELIVERING
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
FINAL PROTOTYPE
CALine
INTERACTIVE KIOSK
USER INTERFACE
CALIFORNIA HIGH-SPEED RAIL SERVICE
SITEMAP
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
TOUCH TO START!
TRAVEL
ABOUT
DESTINATIONS
Vision Programs
BOOK
Newsroom
CALine HSR
Team & Partners
Ticket CAL-Pass
COMPARE Modes of Travel
MY TRIP
UPDATES
SHARE
SUPPORT
LANGUAGES
Top Attractions
Trip Photos
Live Help
Chinese
City Event
Reviews/Rating
Travel Tips
French
My Voice
Terms and policy
German
FAQs
Hindi
Print eTicket
Train Status
City Deals
Change/Cancel
Service Alerts
Interactive Map
Recharge Card
Last Minute Deals
Italian
Add Deals
Weather
Japanese
CAL-Card CALine Transit Bus Korean CTB Pass CTB Card CALine Rent-a-bike biCAL Pass biCAL Card CALine Stations
Spanish
CALine
INTERACTIVE KIOSK
USER INTERFACE
CALIFORNIA HIGH-SPEED RAIL SERVICE
HOME SCREEN
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USER INTERFACE
CALIFORNIA HIGH-SPEED RAIL SERVICE
MAIN MENU
ABOUT
CALine
INTERACTIVE KIOSK
USER INTERFACE
CALIFORNIA HIGH-SPEED RAIL SERVICE
ABOUT
CALine
INTERACTIVE KIOSK
USER INTERFACE
CALIFORNIA HIGH-SPEED RAIL SERVICE
TRAVEL
CALine
INTERACTIVE KIOSK
USER INTERFACE
CALIFORNIA HIGH-SPEED RAIL SERVICE
TRAVEL - High Speed Rail
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USER INTERFACE
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TRAVEL - High Speed Rail
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USER INTERFACE
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TRAVEL - High Speed Rail
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TRAVEL - Compare
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USER INTERFACE
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TRAVEL - Manage
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DESTINATION - Top Attractions
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DESTINATION - Interactive Map
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SHARE
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USER INTERFACE
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SHARE
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CALine
INTERACTIVE KIOSK
USER INTERFACE
CALIFORNIA HIGH-SPEED RAIL SERVICE
SHARE
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INTERACTIVE KIOSK
USER INTERFACE
CALIFORNIA HIGH-SPEED RAIL SERVICE
SUPPORT
CALine : CALIFORNIA HIGH-SPEED RAIL A user-centric service design for California High Speed Rail Service
STORYTELLING & SCENARIOS
CALine
INTERACTIVE KIOSK
STORYTELLING AND SCENARIOS
CALIFORNIA HIGH-SPEED RAIL SERVICE
BRAND AWARENESS AND MARKETING PERSPECTIVE Kevin is an engineering student at UCLA. He is waiting for his Metro Rail at the Union Station, LA with his headphones on as he watches people walk by. A digital signage about California High-Speed Rail on a kiosk catches his eyes. He had heard someone in his class talking about the new high-speed rail system in California but never paid attention to the latest updates. Bored and curious, he walks up to the kiosk and touches the screen to begin.
He presses the “About” tab and finds different information and updates on the CHSR project. Especially the “Vision” page helps him clarify how CHSR will help in building a better future. He browses through the gallery of pictures and gets even better idea of project development through “Newsroom”. He is very impressed with the progress of new the advancement in the rail traveling industry.
At the bottom he finds a bar asking him to be a part of the survey. He clicks it, it takes him to “My Voice” page where there is a brief survey asking his opinion. He thinks it’s a clever way of tracking the opinion of Californians about the new advanced travel service. He still has time before his train arrives, so he starts checking out other features in the kiosk to find out options to travel around California with his friends in the future.
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
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INTERACTIVE KIOSK
STORYTELLING AND SCENARIOS
CALIFORNIA HIGH-SPEED RAIL SERVICE
CONVENIENCE PERSPECTIVE Martin and Arrian are traveling around the US for the promotion of their new French brand. They take a train from New York to San Diego, stopping in LA. On their way to LA they decide of going to San Francisco to meet their investors instead of San Diego. By the time they arrive at the LA station they are tired and not sure if anyone would be able to assist them this late in the evening. Luckily, they find the CALine Kiosk right by the ticket window.
As they touch to start, they find an option at the bottom right to select the Language. Knowing they are more comfortable in French, they select the language. They went to “Travel” and press the tab “My Trip”. Through few simple steps they are able to make changes to their trip under the tab “Change/Cancel”. They want to add a hotel deal on top of it so Arrain suggests pressing the “Support” tab at the bottom corner and opt for “Live help”.
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A video conference starts with CALine agent, who co-browses with them to find best hotel deals. They are very happy with the customer support service. After they make their purchase, Martin wants to see if there are near nightlife in the area before they head to their hotel. They go to “Destination”, filter the options on the “Interactive map” and find few options of bars near their hotel. They send the map to their smart phone and head to their destination.
CALine
INTERACTIVE KIOSK
STORYTELLING AND SCENARIOS
CALIFORNIA HIGH-SPEED RAIL SERVICE
CROSS SELLING/UP-SELLING PERSPECTIVE Barry is at the San Francisco station with his family to see off his parents who are catching a train back to Sacramento. As Barry is talking to his wife about the possibility of a family vacation and its cost, their 12 year old daughter, Stacy, excitedly calls her parents over to show them what she has found. It’s a CALine kiosk playing a video on San Diego Zoo. The 8 year old Johnny loves animals so he touches the screen and the screen switches over to deals in San Diego for the Veteran Day weekend which is around the corner.
Barry and his wife, Melinda, look at each other wondering if this is going to be the vacation that will save them time and money. Melinda touches the screen to begin and they see five different options. Not sure whether the rail travel fit their needs, she presses “Compare” under the “Travel” tab to see what other option they have. After the clearer idea about their options, they stick to rail traveling and decide to secure the deals. They book four round trip tickets from San Francisco to San Diego and even get a discount for little Johnny.
ALine
Barry is still not sure about the hotel and rental car and moves on. But as he proceeds, he finds comparative list of local hotels and rental car services booking options; he simultaneously reserves both for a two night stay. They were also able to add San Diego Zoo and SeaWorld city deals to their tickets. They were very happy about all the deals and discounts they got. He purchases the ticket using his credit card and prints them. He even gets the QR code to save it on his cell phone in case he loses the tickets.
CALine
NIA HIGH-SPEED RAIL SERVICE
CALIFORNIA HIGH-SPEED RAIL SERVICE
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CALine : CALIFORNIA HIGH-SPEED RAIL APPENDIX
Gantt Chart
Tasks Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
Week 10
16/Sept - 22/Sept
23/Sept - 29/Sept
30/Sept - 6/Oct
7/Oct - 13/Oct
14/Oct - 20/Oct
21/Oct - 27/Oct
28/Oct - 3/Nov
4/Nov - 10/Nov
11/Nov - 17/Nov
18/Nov - 24/Nov
M T W T
Part 1.1
Part 1: Framing the Project
Part 1.3
Planning the Research
Part 2.1
Primary and Secondary Research - Working Wall Survey and Interviews Questions and Conduct
Part 2.2
Creative Brief
Part 2.3
Framing Target Audience
Part 3.1
Positioning - 2x2 Matrix
Part 3.2
Finding the ZAG 1-6
Part 3.3
Value Proposition
Part 4.1
Finalize Research
Part 4.2
2x2 charts, segment Matrix, SWOTs, personas, Opportunities, day-in-the-life scenarios, design criteria and REFRAME
Part 5: Midterm
Part 5.1
Video ( Max 4 Mins)
Video and Exploration
Part 5.2
Part 3 : Market Analysis
Part 4: Synthesis
Part 6: Exploration and Prototype
Part 7: Assessment
Part 6.1
ZAG Step 12, 13, 14
Part 6.3
Prototype Testing
Part 7.1
Refine and Assess Concept
Part 9: Presenting
F S S M T W T
F S S M T W T
Final Direction Part 7.2
Prototype
F S S M T W T
Diverse Concept Development Concept Development Prototyping or Mockups
Part 6.2
and Validation
Part 8: Finalize the
F S S M T W T
Alternate Framework Project Roadmap
Development
F S S M T W T
Proposal Worksheet
Part 1.2
Part 2: Project
Timeline
Filling the Gap of the Business Model Final Prototype
Part 8.1
Part 9.1
Final Project Part 9.2
wireframes of a Web presence or/and blueprints for a service. Visual Business Plan : identify the people, opportunities, context, and risks. Final Video Presentation (max 4 mins )
Part 10: Process
Part 10.1
Process book
Documentation
Part 10.2
Graduation Show poster
In Process
Done-complete
Not Started
F S S M T W T
F S S M T W T
F S S M T W T
F S S M T W T
F S S
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
INTERACTIVE KIOSK
BUSINESS PLAN
Table of Content
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
1.0 Executive Summary ......................................................................................... 04 Objectives Mission Keys to Success
2.0 Business Summary ........................................................................................... 05 Business Ownership Business Description
3.0 Business Model ................................................................................................. 07 Our Mission Our Vision Our Values Value Proposition Business Model Canvas
4.0 Situation Analysis ............................................................................................. 09 Industry Analysis SWOT Analysis
5.0 Market Strategies ............................................................................................. 11 Target Market Strategy Niche Market Marketing Mix
6.0 Organization and Management ..................................................................... 14 Organizational Structure Management Team
7.0 Financial Plan .................................................................................................... 15 Funding Cost Structure Six Years Financial Projection Plan
8.0 Conclusion ......................................................................................................... 18
EXECUTIVE SUMMARY: Today, the travel and tourism market is characterized by competition and flexibility due to increasing options for the passengers. Consequently, the travel industry is under mounting pressure to improve their consumer experience and increase revenue opportunities, while reducing operational expenses. Additionally, with the introduction of customer-sensitive and interactive-media terminals, face-to-face interactions are slowly giving way to face-to-interface interactions. To engage customers effectively, capture revenue, and maintain customer loyalty, we must provide a compelling experience that includes up-to-date information and relevant services in the way the customer wants to receive them. CALine, a newly established business in California plans to exploit this trend by offering CALine Interactive Kiosks. The Interactive CALine self-service technology is designed to give California High-Speed Rail (CHSR) travelers a one-stop-shop with friendly interface and richer experience at different touch points throughout their journey while creating a potential for CHSR to bring a significant return on investment (ROI).
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
OBJECTIVES: CALine has established four firm objectives it wishes to achieve in the next two years: • Develop final product and concurrently raise funds through strategic partnerships and advertising revenue in the first six months. • In the first year, at least fifteen mentions of the CALine Interactive kiosk in travel and tourism industry magazines and newsletters. • Deploy a minimum of 10 kiosks at different strategic location in the state of California • Generate annual revenue of above $212,000 at the end of the second year
MISSION: CALine Mission is three-fold, with each being as integral to our success as the next. • Product Mission - Provide customers enhanced travel experience in the most efficient time • Community Mission - Provide community effective integrated services to boost travel and tourism industry in California • Economic Mission - Operate and grow at a profitable rate through sound economic decisions while creating a potential for CHSR to bring a significant return on investment (ROI).
KEYS TO SUCCESS: As a start-up company, new to the travel and tourism industry, we must be focused and work hard to create an acceptance of our brand, products and services within the marketplace. The keys to our success are: • Placement of an innovative kiosk service that is able to both expand existing markets and create new ones. • A steady, disciplined pattern of growth. • Development of a good relationship with clients, partners, key players and customers.
04
CALine
BUSINESS SUMMARY
CALIFORNIA HIGH-SPEED RAIL SERVICE
Before the California High Speed Rail is fully operational the Kiosk can help meet the following goals:
BUSINESS OWNERSHIP: CALine is organized as a sole proprietorship, owned and founded by Sonia Ghazali. CALine will be registered in the state of California. Sonia has over seven years of experience in User Experience (UX) and Design Management. She has worked for several architectural firms as a project manager and UX consultant outside and inside the United State. Most recently, she worked on several UX projects for the local community.
BUSINESS DESCRIPTION: CALine is a newly established business in California and its main offering is CALine Interactive Kiosk. The Interactive CALine self-service technology is designed to give California High-Speed Rail (CHSR) travelers a one-stop-shop, friendly interface and richer experience at different touch points throughout their journey while creating a potential for CHSR to bring a significant return on investment (ROI). CALine Interactive Kiosk concept relies on efficiency and technology to gain advantage in marketing, sales and client servicing in high speed rail business. With self-service options, customers can quickly receive the information or services they need, while CHSR business get a cost-effective service delivery option. The ability to handle and integrate rich data, web, voice, and video content through multiple endpoints helps engage rail travelers in a new way while creating CHSR brand awareness, delivering an improved experience and ultimately increasing revenue. Whether it is a commuter, business traveler, holiday maker, tourist or even someone who just needs information; CALine interactive Kiosk will provide “Better, Faster and Smarter” solutions to travelers in the state of California.
1. Enhance brand awareness: Brand Awareness
CALine Innovative kiosk and interfaces will have a huge impact on the image and goodwill of high-speed rail industry in the United State. It will become a statement of CHSR’s commitment, research, awareness, and reliability.
2. Update masses: CHSRA Project Updates
The kiosk will allow the Californians and its visitors to see more detailed information on CHSR and keep the masses up to date on its current and future projects. It will also conduct brief surveys to track customer opinion and make improvements in their plans based on consumer demand.
3. Offline and online advertisement: Advertisement Opportunities
CHSR can sell advertising space on the kiosks which promotes local businesses and city tourism industry. Advertising would take place in the following two ways: Offline—when the kiosk is not in use by a consumer, it becomes a digital sign. Online—while the consumer is using the kiosk, there is an opportunity to utilize advertising space on the screen.
4. Extend market reach: Wide Market Reach
Context-sensitive information and strategic placement of the kiosk at the different locations, like Transit stations, airports, tourist hot spots and public spaces in corporate hubs will open up the prospect of having unconstrained and a wide variety of users.
05
BUSINESS SUMMARY
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CALIFORNIA HIGH-SPEED RAIL SERVICE
cont.
Once CHSR is fully functional, the kiosk will:
Round the Clock
5. Ensure round-the- clock service:
9. Personalize assistance:
CALine kiosk’s machine based intelligence nullifies the need for a humans presence during a transaction, information delivery and interaction with a client. Hence, kiosks will be functional 24 hours a day, providing information and generating sale round the clock.
Users will interact with real-time customer service representatives through a two-way high-quality video chat while the remote agent will be able to co-browse and help them evaluate products at the point of decision.
Personalize Assistance
10. Cross-sell and Up-sell:
6. Encourage self service: Encourage Self-Service
Majority of travelers prefer choosing, deciding, and transacting privately, on their own, or with minimal interference from sales agents. They prefer to seek technical opinion only when they need it. In such an evolving nature of client base, the kiosk will prove to be a perfect interface since it is designed entirely on the notion of self service.
Cross-sell/ Up-sell Services
CALine Kiosk will offer additional products and information to increase the value travelers get from the organization and vice versa. Kiosk will support effective cross-selling and up-selling opportunities by delivering content that is real-time and context based.
7. Reduce work load:
Reduce Workload
Kiosk will do the job of marketing, sales, or public relations personnel effectively. Therefore, reducing the workload and cost of having commensurate number of personnel at late hours and remote locations.
8. Target customers with customized information:
+ Target Customers
The kiosk will provide unequaled insight into the shopping habits of their customers, which will help to update the focused content and services. It has the ability to track user‘s interaction and instantaneously provide customized one-to-one marketing to earn customer loyalty for the brand.
06
CALine
BUSINESS MODEL OUR MISSION: Our mission is to give the travelers in California a “better, faster and smarter” travel experience by ensuring a comprehensive and user-centric interface design that focuses on distinct needs of different customer segments and understands their new requirements with the changing times.
OUR VISION: A state-of-the-art travel experience through integration, user-centric service solutions, innovative interface and cutting-edge ergonomic design.
OUR VALUES: • We believe a good service design should adapt to the needs of the customer . • We value our partnerships with small and large businesses that contribute to overall development of our local communities. • We provide cost efficient services to our clients and the consumer in order to encourage smarter ways to travel
CALIFORNIA HIGH-SPEED RAIL SERVICE
VALUE PROPOSITION: For California High-Speed Rail (HSR) travelers and travel information seekers who want to explore and travel in California. CALine Interactive Kiosk is new service design for the California HSR system that provides strategic, user-centric interface design to enhance traveler’s experience and interaction with service while creating value for the American HSR industry. This will be accomplished by employing compre-
hensive user experience research methods to understand customers’ needs and motivations and their interactions with the service. In addition, it will be achieved by applying service design frameworks to analyze the different touchpoints in the traveler’s journey and services offered to them in order to discover opportunities for innovation in the services and its integration.
Unlike other kiosks which only offer limited services, CALine interactive Kiosk only one stop, multi featured kiosk that will offer travelers a faster, convenient and engaging travel experience to exceed customer satisfaction standards. Our focus is to become the pioneer of integrated pre-travel to post-travel services between cities of California that can easily be adopted as the business model and service design prototype by other states with similar HSR services.
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Business Model Canvas
• iSSimple® Technology for Kiosks • Commuter rail- Caltrans, Metrolink, ACE, BNSF Railway and Union Pacific • Intercity Passenger rail Amtrak California, (San Joaquin & Pacific Surfliner), Capital Corridor
• Transit Services - Bay Area
• CALine HSR Sale and Support • Branding and Marketing for CALine • Provide a user-centric interface design • Customer acquisition and retention • Create awareness & value for CALine • 24/7 Customer service & support • Generate fare & non-fare revenue One-stop out-of-home platform • Respond to market needs as quickly as possible
Rapid Transit (BART) and LA Metro Rail
• California Travel and Tourism Commission • Travel sites (Expedia.com, Visitcalifornia.com and TripAdvisor.com)
• Hotels (Travelodge, Hilton, Marriott, Sheraton, Embassy Suites and ChoiceHotels.com)
• Car Rentals (Hertz, Avis and Enterprise)
• iSSimple hardware & drivers • Software and internet service • Database • Remote agents • Traveler’s community • Partnerships • Other modes of transport INTEGRATED SERVICES • CHSRA • Outsource company for UX/UI, maintenance and engineering Outsource Companies
CALine
Interactive Kiosk
• CALine HSR information, schedules, prices, route, maps and ticket/passes/card sale • Interactive travel comparator for time, cost, distance and stress / comfort comparison between different modes of transport. • Video customer support with co-browsing with remote agent • eTicket printing and QR scanning • Share travel photos, reviews and rating • Destination’s information, maps, attractions, deals search & booking • Last Minute and weekend deals • City event information (On-going and upcoming) • Feedback/complaint portal • Perform survey and track opinion • Trivia • Motivate travelers to enhance their travel experience by choosing CALine HSR for intercity travel • CALine branding and marketing • California High-Speed rail project information, updates and alerts
• Customized iSSimple Kiosk • Content development • Branding and advertising • 24/7 Customer services • Internet Services • Remote Management • Administration • Product equipment • Delivery and Installation • Space cost (if at other locations than CALine HSR station)
CALIFORNIA HIGH-SPEED RAIL SERVICE
• Building Trust • 24/7 Video Customer service • Tracking their opinions • Feedback/complaint and reviews/rating portal • Personalized and customized offering, search and FOLLOW-UP • Extra reward and discount • Identify return customer • Stay connected via emails, mobile updates and alerts
• Rail Travelers in California • Travel Information Seekers • California Travel and Tourism Commission
• CALine website and mobile app database • CHSR travel guide Magazine and Travel websites • SMS & emails to target market • Travel and tourism magazines • Ads, News & Newsletters • Social Media (CALine & CHSR Facebook/Twitter) and YouTube • Press Releases • Word of mouth • CALine rail travel ticket, pass or card • Travel card recharge Automated monthly service • Destination deals • CALine Bus & rent-a-bike Service • Digital signage Marketing • Commission from hotel, and rental car booking • City news and Updates • Ads Rights • Commission to integrate travel website in the search engine • Ad-hoc and scheduled messaging
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SITUATION ANALYSIS INDUSTRY ANALYSIS: Travel and Tourism Information Kiosk: Visitor or travel centers are revamping the way information is presented to travelers by complementing or replacing conventional brochure racks with interactive self-service kiosks. Travelers can now use kiosks to navigate tourist attractions, restaurants, bars, and retail outlets interactively – allowing them to quickly obtain information such as location, contact details, hours of operation with a touch of a finger. Users can then send information electronically from the kiosks to their smart phones or email for later access without the need to tote around foldout paper maps and brochures. State, regional and local visitor bureaus can utilize interactive self-service kiosks to promote activities, special events, local attractions, hotels, restaurants, and other helpful services by placing the units in high-traffic area while minimizing the impact on personnel and simultaneously generating economic growth by directing people to local businesses. There are two prominent travel and tourism Information Kiosks that are receiving traveler’s interest: i. "California Welcome Kiosks" The state division of tourism has installed "California Welcome Kiosks" at tourist hot spots around the state, including Universal Studios Hollywood, Pier 39 in San Francisco, the Collier rest area on Interstate 5 near the Oregon Border, the South Coast Plaza shopping center in Costa Mesa, the Fort Tejon rest area on the Interstate 5 near Bakersfield and the
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
Rohnert Park welcome center on Highway 101 near Santa Rosa. The interactive kiosks dispenses general visitor information, allow travelers to book services like hotels and cars, and let users check schedules and purchase tickets for a variety of California attractions. "Anything visitors can do through a ticket agency, they'll be able to do through this system," CalTour Director John said. "We're trying to make it as convenient as possible for travelers." ii. “CHARLES”: CHARLES is a wide-spread, user-friendly visitor information tool that provides advertising content placement and point of sale in one easy-to-use device. Key Features: • End-user navigates touch screen kiosk to access information and purchase tickets • Vendors can perform real-time changes through the cloud-based management portal City Corridor, the technology firm, developed the flat-faced kiosks with a large touch screen for visitors to see ads for attractions, make reservations and print out maps, menus and more. CHARLES is developed to increase visitor awareness of local businesses and attractions during their stay in Charleston, SC and incite spending with partnered businesses. CHARLES is deployed throughout the Charleston area in hotels, the city's four visitor centers and the Charleston International Airport. Also, four were placed at the New York City visitors center in Macy's in Herald Square. Local businesses participate for a monthly fee to be placed on the network, exposing their company to thousands of people each day. Through the kiosk network, attractions can sell tickets and manage ticket inventory in real-time for their attractions and restaurants have the ability to upload menus and book reservations. Participating vendors can also view real-time reporting on viewership, interaction with their advertisements and the demographic data accessed through our management portal. The kiosks also serve advertisers by offering quick feedback on how many people click their ads or print coupons. And businesses can quickly alter the content of their ads, if needed, by computer. A camera on the kiosk also provides information on who uses the machines and whether they are children, young adults or retired people.
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SITUATION ANALYSIS
CALIFORNIA HIGH-SPEED RAIL SERVICE
INDUSTRY ANALYSIS: (cont.)
SWOT ANALYSIS:
Transportation Interactive Kiosk:
Strengths:
Self-service transportation kiosks are being used across multiple public transit platforms for self-service ticketing and check-in, such as airports, subways, train stations, port authorities, bus terminals, and toll booths. In 2011, 104 million visitors used transportation kiosks in New York, New Jersey and Connecticut alone for their ticket and transportation needs. In addition to registration and ticket and boarding pass printing, kiosks are being used to display information such as directions, traffic updates, delays, interactive maps for way-finding, updated scheduling information, travel advisories, internet access, hours of operation, contact information and more. Transportation kiosks speed up the commuting process by allowing travelers to pass through lines quickly with the swipe of their credit or debit cards, enhancing the overall consumer experience. For the transportation provider, these transportation kiosks streamline ticketing operations, management, and reporting - freeing up personnel to attend to other priorities, reducing overhead, and providing new opportunities to market their brands and the brands of advertisers thus creating additional revenue streams.
• • • • • • • • • •
Unique brand awareness and marketing for CHSR, its services and on-going projects Serves a growing trend of attracting and targeting customer out-of-home User-centric service design Integrated services that create value for the brand and High-Speed rail industry in US Multiple revenue streams help ensure fiscal stability Remote management for constantly updating content and technical support Instant availability of transparent service information Time-sensitive advertisements to avail opportunities to cross-sell and up-sell Exposure for key partners 24/7 video customer support to assist the travelers
Weakness: • • • • • •
Initial funding required to meet start-up costs Fixed location-based service Limited market infiltration due to high cost per unit Outsource key players for design development, operation and management Dependency on partnerships for service integration Meager response from non-tech savvy customer
Opportunities: • Fast and effective service could grow user base exponentially • Key partnerships represent a diversity of opportunities to reach audience • Advertisers can reach a wide demographic to influence the future market trends • A customized product could potentially be used worldwide • A seamless, integrated customer travel experience could help build confidence in travel and tourism industry
Threats: • • • •
Financial resources and lack of funding can slow down the project Offerings can be duplicated by knowledgeable experts Failure to reach market will effect revenue stream in the long run Difficulty among consumers to transition from familiar mobile applications
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CALine
MARKET STRATEGIES
CALIFORNIA HIGH-SPEED RAIL SERVICE
NICHE MARKET:
TARGET MARKET STRATEGY: CALine interactive kiosk target strategy is based on understanding each niche market’s needs and aspirations, also analyzing different touch points during the journey. To obtain and retain users, an appealing and intriguing visual kiosk is designed to lure potential customers away from their current path or task to investigate what the kiosk has to offer. Sleek, bright and simple design makes the kiosk to stand out from its surroundings. The kiosk interface is carefully designed to be user centric, ergonomic and intuitive.
Primary Niche Market: Who? Discretionary travelers including tourist, holiday makers and business travelers Why? They may not use a specific mode of transportation in a systematic manner. While making decisions about transport and/or routes to use, they often take into account alternate modes such as car, plane. They consider factors such as comfort, convenience, hassle free travel, ease of planning and booking, and integration with other transport and services.
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CALIFORNIA HIGH-SPEED RAIL SERVICE
Secondary Niche Market 1: Who? Commuters
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CALIFORNIA HIGH-SPEED RAIL SERVICE
Why? Rail traveling is a crucial part of their day that can have a significant impact on their lifestyle. Updates and alerts, card recharging, integration with other transports, and being informed about alternate routes in case of disruptions, are some of the key attributes they value.
Secondary Niche Market 2: Who? Anyone who is seeking travel information
CALine
Why? They are mobile users who are looking for different information on the brand, its services and other related products it offers. They value real-time content, local tourism information and travel deals.
CALIFORNIA HIGH-SPEED RAIL SERVICE
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MARKET STRATEGIES
cont.
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CALIFORNIA HIGH-SPEED RAIL SERVICE
MARKETING MIX: Product: Floor standing Interactive Kiosk will have following features: • Floor standing strong metal casing • Professional 42” LCD LED panel with 16:9 aspect ratio • Touch screen with tempered glass • Build-in Intel Core i5 with Wi-Fi/3G • Build-in audio speakers • Front panel build-in camera with Kinect sensor • eTicket, Pass and card printer with QR scanner • Card reader, cash acceptor • Logo customization (acrylic/steel cutting + LED, back side silk printing) • Cutting-edge ergonomic design • One push two adjustable heights each upto 8“ • WxHxD = 28” x 62”-70“ x 3”
Place: CALine Interactive Kiosk will be deployed at rail stations (transit and high-speed), airports, tourist hot spots and public places in corporate hubs.
Promotion:
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CALIFORNIA HIGH-SPEED RAIL SERVICE
• CALine website and mobile app database •CHSR travel guide magazine and website • SMS & emails to promote current and upcoming services • Travel and tourism magazines • Ads, news & newsletters • Social Media (CHSR blog, CALine blog, Facebook/Twitter) and YouTube • Press Releases • Word of mouth
Place: CALine service price for our key Client CHSRA is still to be determined while the cost structure for the advertisements and marketing is as follows:
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MARKET STRATEGIES
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CALIFORNIA HIGH-SPEED RAIL SERVICE
cont.
ADVERTISEMENT AND MARKETING PRICING SHEET Revenue Streams
2015 - 2017
2018 - 2020
Offline Advertisement Digital signage - 1/3 screen
$350/month for 45 mins/day
$375/month for 40 mins/day
Digital signage - half screen
$650/month for 45 mins/day
$700/month for 40 mins/day
Digital signage - full screen
$1200/month for 45 mins/day
$1275/month for 40 mins/day
Video ads -full screen
$2000/month for 30 mins/day
$2200/month for 25 mins/day
City Attraction/Destination advertisement
$25/month - Time sensitive
$28/month - Time sensitive
City news and updates Ads
$10/month - Time sensitive
$12/month - Time sensitive
Hotels Advertisement
$25/month - Time sensitive
$28/month - Time sensitive
Rental Car Advertisement
$15/month - Time sensitive
$18/month - Time sensitive
Ad-hoc and Scheduled Messages
$12/month - Time sensitive
$15/month - Time sensitive
Online Advertisement (Banner Strip)
Affiliate Marketing Social Media Buttons
$0.99/ CPC
$1.29/ CPC
Integrating travel website in Content
$1.15/ CPC
$1.45/ CPC
Attraction ticket sale commission
12% annually/ CPA
15% annually/ CPA
Hotel booking commission
18% annually/CPA
20% annually/CPA
Rental Car booking commission
10% annually/CPA
12% annually/CPA
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ORGANIZATION AND MANAGEMENT ORGANIZATIONAL STRUCTURE: Being a small company it requires a simple organizational structure. Implementation of this organizational form calls for the owners to make all of the major management decisions in addition to monitoring all other business activities.
MANAGEMENT TEAM: Formed as a sole proprietorship, CALine is owned and operated by Sonia Ghazali. With an interest in design and management at an early age, the owner attended an architectural design school to learn the skills of the trade. Sonia has over eight years of experience in design development, user experience, space planning, and education and training. While pursuing her graduate degree in Design management from Savannah College of Art and Design, she worked at a local design firm where she mastered the skill of user experience, product development and management. Upon graduation, she knew that she wanted to start her own business as an experience designer and consultant combining the design aspect of architecture and design management. Sonia’s general responsibilities will be: overseeing client relationships and insuring that the final design meets the customer's expectations. Sonia will also negotiate and oversee the partnering relationships with design firms.
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CALIFORNIA HIGH-SPEED RAIL SERVICE
In the first six months of operation, Sonia will include her husband, Hammad Ghazali as a partner in her business. Later in the year, the company will hire four employees for the positions of marketing manager, account manager, production manager and UI/UX consultant. Hammad’s overall responsibilities will include: finance, legal, accounting, and general business guidance. He will also provide overall management for the company by supervising the sales and marketing manager and the account manager (yet to be hired). Hammad has been a co-founder of three businesses including a technology company that builds digital displays for aircrafts. He has eight years experience in all areas of general business including technology, management and finance, legal and general administrative functions. In these roles Hammad has gained significant experience hiring, training and managing people. The marketing manager will report to Hammad and be responsible for handling the day to day dealings with strategic partners and the advertisement and marketing efforts. The marketing activities will involve extensive contact with the media, as well as overseeing outside contractors for the development of sales collateral and other materials. The sales and marketing manager will also be responsible for developing company’s corporate identity. The account manager will serve a dual role as a book keeper and provide direct oversight for financial dealings with our partners and clients. The production manager will oversee the day to day flow of information between customers, CALine, and the outside design firms. The production manger will insure that the high-level design is carried out, production schedules are met, and the quality standards are maintained. The production manager reports to Sonia. The UI/ UX consultant will have the following responsibilities: design the kiosk application screens, including navigation and workflows; work with other designers and product managers to develop compelling design concepts using branding and style guide standards; and solve design and usability challenges quickly. The UI/UX consultant will work closely with Sonia and report directly to her.
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CALine
FINANCIAL PLAN FUNDING: Funds for this project will be raised concurrently, through strategic partnerships and advertising revenues. The amount of funds available will be based on projected cost requirements to meet the very rigorous technical specifications. It is our intent that this project be addressed in three phases. Phase I is to design, develop and provide all hardware and software necessary to implement a network of automated visitor kiosks to be installed as well as a corresponding budget. Once the kiosk and associated software have been developed, and the associated costs determined, Phase II will be initiated. Phase II will be the site by site installation of the kiosks at ten strategic location in major cities and initially operated segment of CHSR route of California. The major cities include San Diego, Los Angeles, San Jose, San Francisco and Sacramento. While the initially operated segment includes the following cities: San Fernando Valley, Bakersfield, Fresno and Merced. The timing of Phase II will be based on available funds. Phase III will be initiated with the completion of Phase II, different strategic locations will be selected in the main cities and also where the CHSR project is initialed. The number of the kiosk to be deployed and timing of Phase III will be based on available funds.
CALIFORNIA HIGH-SPEED RAIL SERVICE
COST STRUCTURE: CAPITAL COSTS (Per Unit) Component per Unit
Price
Floor Standing customized Mounts
$
450
42" Dual touch screen
$
1,295
Wireless Hot spot router
$
195
Media player and software
$
245
Speakers and Microphone
$
250
Printer
$
650
Barcode reader
$
465
Magstripe Full Insert Card Reader
$
175
Cash Collector
$
375
Webcam
$
225
Kinect Sensor
$
275
In-Build Blue tooth
$
135
Project Management
$
175
Installation and cabling
$
715
Site Survey
$
175
Total Capital Expenses:
$
5,800
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FINANCIAL PLAN
CALIFORNIA HIGH-SPEED RAIL SERVICE
COST STRUCTURE: (cont.) OPERATING COST (monthly) Cost Category
Price
Connectivity- T1 connection
$
345
Remote management (SaaS)
$
200
Space Cost
$
800
Miscellaneous
$
155
Total Operating Expenses
$
1,500
PHASE I+II REQUIRED FUNDING Cost Category
Price
Capital Cost for 10 units
$
58,000
Content Development
$
5,000
24/7 Customer Support (36 Months)
$
9,000
Advertising/Promotion
$
18,000
Permit and License (36 Months)
$
360
Miscellaneous
$
1,200
Total Funding required till Phase I + II
$
91,560
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CALine
FINANCIAL PLAN
CALIFORNIA HIGH-SPEED RAIL SERVICE
SIX YEARS FINANCIAL PROJECTION PLAN Revenue Streams
2015
2016
2017
2018
2019
2020
Offline Advertisement Digital signage - 1/3 screen
25200
37800
50400
67500
67500
67500
Digital signage - half screen
31200
46800
62400
84000
100800
100800
Digital signage - full screen
43200
57600
72000
91800
107100
122400
Video ads -full screen
72000
96000
120000
158400
184800
184800
1500
3000
4500
6720
8400
10080
600
1200
1800
2400
3000
3600
1500
4500
6000
6720
6720
6720
Rental Car Advertisement
900
1800
2700
3240
3240
3240
Ad-hoc and Scheduled Messages
720
1440
2160
3600
4500
5400
5940
7920
9900
15480
18060
20640
11500
13800
16100
23200
26100
29000
6720
7200
7680
10200
10800
11400
12960
13680
14400
16800
17600
18400
4000
4200
4400
5520
5760
6000
$ 161,540
$ 212,340
$ 261,640
$ 344,080
$ 396,080
$ 421,680
Online Advertisement (banner strip) City Attraction/Destination advertisement City news and updates Ads Hotels Advertisement
Affiliate Marketing Social Media Buttons Integrating travel website in Content Attraction ticket sale commission Hotel booking commission Rental Car booking commission
Total Revenue:
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CONCLUSION
CALine
CALIFORNIA HIGH-SPEED RAIL SERVICE
CALine is a start-up company that is currently offering travel and tourism integration services to California High Speed Rail Service. CALine Interactive Kiosk will meet the requirements of current and future customers of CHSR and other transport services who prefer the idea of one-stop, interactive service terminal at their finger tips. The kiosk incorporates a user-centric design coupled with advanced firmware and hardware to outdo the current kiosk standards. CALine is a small company and is likely to face several challenges in the market. However, it will use its size and innovative service-design to gain advantage over these challenges.
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