Section 2
How might we encourage people to use Mass Transit System in Bangkok?
December 16,2016
DBT416 Planet and Society
Mr. Massimo Ingegno
Team Members
1.Phattadon
2.Supakchaya
3.Chanaporn
4.Panicha
5.Panupong
6.Passorn
7.Thanjira
8.Yanisa
Manawat
Pimnoi
Kultangwatana
Noophet
Charin
Wongborphid
Suviporn
Pattanawong
2
ID 5716440374
ID 5716440606
ID 5716440846
ID 5716440960
ID 5716440986
ID 5716440994
ID 5716441042
ID 5716441075
Section 3
Executive Summary
Expressway, transportation, road, and harbour. All of these topics are what our group had researched before but, it didnt achieve.
We got an advice from the teacher that its too width and complicated.
Nowadays people always choose something that convenient, easy and privacy. Therefore, a private car becomes first choice of
people in this generation. And this cause pollution also sickness.
Then we think about what we can reach easier and we come up with BTS and MRT. We come up with this challenge How might
we encourage people to use public transport in Bangkok?. We choose this kind of public transportation because it's challenging and interesting, it regards people easily but why not appreciate to everyone. We want to gain more people to use public transportation. So, we start
to interview people and find out much research that we can, about public transportation to develop our BTS and MRT because we want
our user to be pleased and user that rarely use come back to use it again. Many ideas and suggestions from user came up, but the most
thing that they said is BTS cant go somewhere that they want to go because BTS only transport people in the city and the ticket machine
is to complicate and slow.
Then we choose to do want we can. We came up with an idea to create an application that will increase the complex way that user
buys the ticket and will add more suggestion about their travel plan. The feature of this application will answer what customer want. And
after that, we get some feedback from a user, teacher, and expert about what they like and what they want to change on our application.
Then we try to improve our application to as much as we can to fulfil user need.
Section 4
List of content
Page 35
Page 36-48
Section 5
Challenge
Target 11.2
By 2030,provide access to safe, affordable, accessible and sustainable transport systems for all, improving road safety, notably by expanding public transport, with special attention to the needs of those in vulnerable situations, women, children, persons
with disabilities and older persons.
Sustainable
Transporation
Cities
Collaborate
Find solution
Government
Improve
Urban Transportation
System
In order to
Mobility management
Target
By 2030,provide access to safe, affordable,
accessible and sustainable transport systems
for all, improving road safety, notably by
expanding public transport, with special
attention to the needs of those in vulnerable
situations, women, children, persons with
disabilities and older persons.
Future mobility
7. Individual
behaviour such
as lazy or prefer
convenience
way even if
there is more
expensive.
1. Common use of
Bangkok citizen and
other Asian cities in
the region prefer the
car and motorcycle.
6. Without
social validation
there is no
chance for a
new mobility
service.
BARRIERS IN
O UR CHALLEN G ES
2. Lack of decent
infrastructure
planning.
4. Some of the
problems are hard
to solve (Planning
and Construction).
3. Out of control in
the peak times by
using Bts skytrain.
5. Barriers to public
transport come
before accessing the
transport system.
Objective
To define a useful mobile application for target group who is 15 - 35 year
old Bangkok citizens especially Student and also early stage workers.
Project Plan
Action:Choose
urban issue and
do team canvas
Tools : DIY 04
Business model
canvas
20/09/2016
19/10/2016
Action : Meet and discuss for
specific issue system thinking
and also define the challenge
(prepare for next class)
Tools: DIY 09 cause diagram
System thinking
25/10/2016
18-20/11/ 2016
9/11/2016
3/11/2016
13/11/2016
15/12/2016
20-25/11/2016
Section 6
Chosen issue
To encourage people to use BTS sky train with conveniently way by using a smart mobile application
Background Information
System analysis
1.Stakeholders
Primary Stakeholders are those involving in economic and
business activities internally
EX: customers, suppliers, employees, etc.
Secondary Stakeholders are those who although not directly
engage with the business activities, the business could be
affected by or can affect its actions.
EX: communities, business support group, media, etc.
2.Business Ecosystem
Media
Mass Transit
BTS is the sole concessionaire for Bangkoks sky train system; first started with 23.5
km of elevated trackwork and 23 train
stations. These include Silom line( dark
green) and Sukhumvit line( light green),
which were designed to built in Bangkok
business area, and other landmarks around
Bangkok. Then, they built 6 more stations for
Silom line, and 5 more stations for Sukhumvit line.
10
2.Business Ecosystem
Property
11
2.Business Ecosystem
Services
BTS group is corporating with Hip Hing Construction(Thailand) Co.,Ltd, providing construction management services for companies associated with BTS
group.
Research findings.
PEOPLE WHO ALWAYS USE
BTS SKYTRAIN
Age
Occupations
15 - 22
year old
Student
Office
worker
23 - 35
year old
Teacher
36 - 50
year old
Goverment
Officer
more than
50 year old
Others
Everyday
Build more
station
3 -4 day
per week
Nothing
once a
week
Expensive
ticket price
Change the
ticket boxes
3 - 4 times
per month
Change the
selling ticket
system
once a
month
Open 24
hours
Decrease a
crash system
More
evaluator
More
parking
Agree
For go to
work
Neutral
Avoid
traffic jam
For travel
around
There have
exactly time
Provide a variely
of prepaid &
selling ticket
13
Research findings.
Age
Occupations
15 - 22
year old
Student
Office
worker
23 - 35
year old
Business
owner
36 - 50
year old
Merchant
more than
50 year old
Others
Lack of total
coverage around
Build more
station
Organise about
waiting line
Varety channel
to buy ticket
Increase traveling
time/round
Develop
ticket boxes
Expensive ticket
price
Expensive
ticket price
More round
No seat in peak
time
Lack of interchange
system to other
piblic transportation
Agree
Neutral
14
Disagree
On-the-ground research
Observation
On BTS station there are a lot of people using BTS. At BTS a machines are enough for people to buy a ticket but
it needs to use a coins and someone dont have coins therefore they need to exchange it but there is not many
exchange counter so people wait in line is very long. And there are a lot of people on the train sometimes there is
not enough space to stand on the train.
15
Secondary Research
6 Things I Learned From Applying Design Thinking to Urban Mobility
human- centered approach to innovation to integrate the needs of people, the possibilities of
technology, and the requirements for business success.
1.Safety is a key motivator of choosing ones travel mode :The personal search for safety while commuting guides peoples mobility decision
2.Without social validation there is no chance for a new mode to take-off:Social validation, conforming to what is positively perceived within
ones social circle, is the departure point for people to start using new mobility services.
3.Life events force people to change or reevaluate their mobility choices:Changes in life make people adjust their mobility habits.Current
marketing strategies for selling transportation solutions are not designed to take advantage of these moments and do not offer a response that is
aligned with their needs.
4.Quality is critical:People reward high-quality services that demonstrate consideration for users.
5.Barriers to public transport come before accessing the transport system:Users need information on how to access transport options to create a
door-to- door trip. They want to rely on a system that meets their individual needs.
6.Despite the multiplicity of transport solutions, people mostly focus on a single service:integrated multi-modal experience, people have to deal
with different access points, payment modes, user information systems, and levels of quality and service.
16
Expert Interview
Case Studies
Transit is your real-time urban travel companion. Navigate your citys public transit
system with accurate real-time predictions, simple trip planning, step-by-step navigation,
service disruption notifications, and departure and stop reminders... all presented in a clear,
bold interface. Public transport not cooperating? Easily request an Uber, reserve a car2go,
or grab the closest bike share.
10 GREAT THINGS YOU CAN DO WITH TRANSIT:
1) See real-time arrivals for nearby buses and trains instantly upon launch.
2) Watch your transit vehicle approaching on a map in real-time
3) Compare options with powerful A to B trip plans using real-time data.
4) Launch GO for step-by-step navigation when youre on an unfamiliar route or want to
nap/read/space out.
5) Receive departure alarms and stop notifications as well as prompts to pick up the pace in
GO.
6) Get push notifications if service disruptions will affect your commute.
7) View transit schedules and route itinerarieseven when youre offline!
8) Locate bike share stations, see the number of bikes available, pay for passes, and unlock
bikes (in select cities).
9) Check ETA (and surge) for nearby Ubers, and book in two taps. 10) View availability
and book cars with car2go and other local car-share services.
18
Case Studies
2.MBTA mTicket
3.Moovit
Features
Never wait in line again.
Purchase your monthly pass from your smartphone.
You can also buy single-ride, round trip or 10-ride
tickets. No waiting required.
Purchase a ticket in seconds.
Its quick. Choose your destination. Buy your ticket.
Show the conductor. No need to create an account or visit
the MBTA website.
Never lose your ticket again.
Your ticket will never fall out of a digital wallet. And if
you replace your phone you can easily transfer any
purchased tickets.
19
Features.
Omni Search
Discover the best routes to anywhere in your city. Search
for a place, address or station to compare transit options
and see detailed directions all the way there.
Near me
See what's nearby and explore your surroundings on the
map. Find the closest stops and check next arrival times, so
you're never stuck waiting at the station.
Favorites
Your all-in-one personalized transit hub. Add your home,
work and other favorite places for instant trip planning. See
next arrival times for your favorite lines, and even check
your trip history for easy repeat travels.
En Route
Just a simple click will allow you control your journey,
even if your plans or destination change. Just tap Start and
youll see your updated ETA and be notified as you go.
Live Reports
Improve everyones ride by reporting useful information
about station crowdedness, cleanliness, live events, even
incidents. Receive notifications from your local operator,
when available. Planning your transit is easier when you
know what to expect.
Behavioural Insight
Target group : Student 15-23 year old
Early stage working 24-35 year old
(Generation Y)
Location : Siam , Asoke , Victory Monument
What do they want?
Generation Y people like to do several things at the same time. They have limited patience. In conclusion, everything in their life must be
fast and convenience.They dont like to wait for long time.
Lifestyle
The research suggests that Generation Ys tend to lead a relatively quiet life hanging out with friends, listening to music, and yes, even watching the so-called dying medium of TV . They also value convenience, as exemplified by the popularity of sites such as Amazon and eBay that
make shopping as easy as the click of a button. Generation Y Is Tech-Savvy because they grew up with technology, and they rely on it to
perform their jobs better. Armed with smartphones, laptops, and other gadgets, this generation is plugged in 24 hours a day, 7 days a week.
They like to communicate through email and text messaging rather than face-to-face contact and prefer webinars and online technology to
traditional lecture-based presentations.
Research finding
From our research by interviewing the people who always use BTS Skytrain .The results that we get from doing interview which we can
separate them as follow : Most of people who always use BTS skytrain said that they use BTS skytrain because its fast and convenient to
travel ,to go to their work, to avoid traffic jam and etc.
As mentioned above ,we can summarise that the factors that influence GenerationY people making decision are Time and Convenient
Because when they do something , they always consider about time and convenient before making decision. Due to they have to do
several activity in a day. so, we will create application that make convenient for them.
20
Section 7
Ideation and Prototype
Analysis Traditional
BTS sky train is a place that usually busy at all time. Therefore, when the users arrive the station, if they dont have coins, theyll
need to hurry to the coin exchange line to exchange them. Then go to the ticket machine to purchase the ticket. That means they have
to wait in to total two lines in order to get one ticket. After purchasing the ticket, theyll need to insert their ticket and pass the gate.
Then, find out
whats the right BTS line to get to the destination, and wait for the next train to arrive. This process may consume about 5 minutes or
more, during the peak time, if they have to wait for another train to come. The travelling time is about 1-3 minutes from one station to
another. When
the users arrive the destination. Theyll need to find the right exit, and insert the ticket at the gate again to get out. Using BTS seems
to be very easy and convenience. However, there are still a lot of inconvenience steps and points of using BTS. The problems that
normally occur when are, the users
who travel with their own cars have a difficulty to find a parking spot when they want to transfer to BTS. Moreover, the fact that people
have to wait in two lines to get the ticket is really a time consumer. Sometimes, the ticket machine is broken, and they leave it like that
for hours. Therefore,
people have to wait even longer. Nonetheless, when coming out of the train, the exit sign is not clear. So, the users find it difficult to
know which exit should they go to.
21
Prototype developed
1.The researcher team stated the problems that we found,
and compiled all the researches according to the problems. Then, listed what should be necessary added in the
application.
22
Prototype developed
Prototype1 feedback
Sometimes we are driving. If your location is not shared, we do not
know that a friend is nearby.If we know,It would be great!.But nowadays
what the current application offers or tell us just it is what is the origin
to a destination.We're going to join or meet a friend harder than ever
because this application does not say this like we didnt where a friend
is or nearby. We already have that drive to meet her.So what we need is
smarter choice, which means that we need a knowledge base system
in order to tell a lot of mobility.I think that if the application is made,
then I would have to think it's not just anyone walk to station, but it
means that we may have to drive and park and ride instead.
However, if the application is smart mobility, it is smart to make
your life better and your trip will be smart .
Associate Professor Dr.Pawinee Iamtrakul (Aj.Mod)
Infrastructure and Transporation expert
23
Users feedback
After test prototype 1 with the 20 users,We got both positive and negative comment to develop and
improve our ideas to generate the application.
24
6.Final prototype
Prototype features
5.Use the feedback from teacher and real users to develop
the application
Mobile ticket
weve got this idea from the user interviews. One of the biggest
issue that the users have brought up is the long waiting line. Therefore,
this feature will help them avoid waiting in line, and makes thing faster
than it was.
Omni search
From the user interview, some people who are not familiar with
the BTS line usually dont know where to get in and get off the train.
Therefore, omni search can be a very handy tool to find their locations
and destinations.
25
Prototype features
Top up
Top up is a feature designed to support mobile ticket idea. In order to avoid waiting in line to
purchase the ticket, top up is used to add money to the users balance online. This idea has been
confirm as thing people love us to have on our application from the user interview.
Near me
Near me is a feature that allows the users to see whats the interesting attraction nearby. Moreover, they are able to know whether their friends who using this application is nearby or not, and
have a live chat with them. This feature created from the idea of gamification- social influence,
and customer insight as our target group is people in generation Y who usually loves to update
their lives and associate with their friends. ( seconday research- case study analysis)
Park &ride
Park & ride is the idea that was not in our first plan. However, after getting the suggestion
from the expert, and user interview, we consider it as one of important feature we should have
on our application. We think that it may cause people to want to use BTS more than before.
Direction map
As same as Omni search, direction map makes clearer image for the users on which way
theyre going. It prevent the users from struggling on the map. We found it very useful from the
user interview.
26
Prototype features
Beat my trail
Beat my trails idea was came up from the gamification- ownership. Beat my trail allows the
users to earn their points, and have fun getting level up. Moreover, the result can be share on
social media such as facebook, twitter, instagram, etc.
Exchange & awards
From beat my trail, the points earned can be counted as a discount on ticket fees. Therefore, it
could help influence people to use more BTS. This idea is also from the gamification as well.
News&promotion
News & promotion is added to help BTS board casts their news and promotion. Moreover, we
think that people can be influenced by the promotion the company keeps sending to them. This
is the idea from the secondary research- customer insight.
Safety Pin
According to the secondary research,Safety is a key motivator to choosing ones travel mode
because the personal search for safety while commuting guides peoples mobility decision
Safety Pin is your personal safety companion to take safer decisions, based on the safety score
of the area.Get alerts when you are in an unsafe location. As long as the app is running in the
background, it checks if you have entered an unsafe location. You will receive an alert and can
choose to invite friends or family to track you.
Find the safest route.
You can view alternate routes from one place to another, and select the safest route. It will then
transfer control to Google maps so you can reach your destination safely.
27
T ra c
k M y T ra i l
TRACK MY TRAIL
CENTRAL WORLD
BTS SIAM
5 min by 2.3 km
Safety
Score
Excellent
SEE PHOTOS
Prototype features
Blind ways
Blind ways was built from the ground up with accessibility in mind and inspired by feedback
from the blind community.Blind ways navigational clues are contributed by volunteers who can
easily submit them while theyre waiting for the mass transit system like BTS or MRT or walking in the neighborhood. Those clues help the blind users navigate easily and independently to
work, school and appointments, rather than relying on expensive ride services or favors from
friends and family.
Pokemon Go
It's a great chance for our application to collaborate with Pokemon go application, which is
very popular right now. In order to increase the number of people using bts or mrt, we think that
fun game is a very initial step to encourage people to use more public transportation, while
having a good time playing game during the ride.
Therefore, Pokemon go is going to be one of our feature on the application, which the users
will find the different pokemons on different stations. Especially, we will provide the rare
pokemon with high CP on the bts line that not so many people use, in order to spread out people.
Moreover, the users will be able to hatch 3 times faster on the bts area after the users scan QR
code at the gate
T ra c
k M y T ra i l
TRACK MY TRAIL
28
Siam
CP102
Jenny
Go to app
Gamification
29
Socialites
30
Section 8
Implementation
31
Section 9
Conclusion
Design process
32
Limitations
What's the impact of our idea ?
Positive Impact
Behavioral change : After users use an application,Their decision making will change.Before they plan a trip to somewhere.They always
consider about time,cost,distance and convenient before making decision. Due to they have to do several activity in a day. so,An application that make convenient for them.
Community engagement : Getting customers talking to each other is a beautiful thing. So its important to reward customers for weighing
in.Most importantly, make giving thanks a daily practice. Showing appreciation for community contributions is one of the best ways to
reinforce the kind of behavior you are after.
Increase users : Provide the users by conveniently way to plan a trip,change the way their make decision by use an application will
increase the number of users to public transport.
Targeted Advertising : The application is non-profit that needs to get the word out about an upcoming fundraiser or a business owner
marketing a new product or service, there's no better way than social network integration get your message in front of millions of people.
Real time information sharing :The application incorporate an omni search feature, which lets people exchange information in real-time
via a chat.Users can also contribute by editing app's maps to fix problems they may see.For example Pin their favorite place and
station,Accident etc.
Eliminate waiting : The app also eliminates the need for "I'm-five-minutes-away" texts to friends. That's because users can see live
updates of their buddies who use Track my trail, as they travel towards an event or meeting spot.
Vehicle Environmental Solutions : To enhance the performance and utility of low emission vehicles.Because they can left their vehicles
and transfer to other public transportation.
A better user experience It is a lot easier and cheaper to make a mobile application based system user friendly across multiple platforms
and various screen sizes.
Easy install and access It takes a couple of minutes to get someone set up on an application. Provide them with the account ID, a user
name, and password then they are away.
Client secure login Impress clients with a modern application portal and improve customer service with a more automated process.
33
Negative Impact
Limitation :Since mobile devices has limited amount of storage and size of the products screen compared to computer, there are limitation
of using apps. For examples, small display screen and overflow of data storage.
Privacy and Security : When downloading applications, users possibly have to allow the publishers to track and analyze their actions. This
would give birth to the loss or abuse of personal information.On the other hand, one may get virus downloaded in mobile devices without
being aware of it.
Costs of developing and marketing : The cost spending on developing apps is high for better quality of application. Since millions of
mobile apps existing in the market, there is both huge time and financial cost to stand out from the fierce competition. Moreover, If spending
on developing application is higher than the profits they earn, there will be deficiency.
Will our idea bring a lasting change?
Destroy barriers to public transport come before accessing the transport system Barriers to the usage of public transport come before the
user enters the transport system.We create an application in order to make the users accessing the transport system fast,conveniently and real
time report because the users need a way to access transport options to create a door-to- door trip. They want to rely on a system that meets
their individual needs.Moreover, long and complex trips with multiple correspondences push people away from using public transport.
Do we need to conduct further research ?
Of course!,The distribution of the Bangkok citizens,average life expectancies,trends,government policy are some of the agents and manifestations of change in our rapidly change. And just as the world is changing apace, so its problems are changing in scale.
34
Section 10
Reference
Secondary Research "6 Things I Learned From Applying Design Thinking to Urban Mobility"
(Benoit Colin ,Pulse)
Section 11
36
37
38
39
40
SYSTEM THINKING
some disease
health problems
go to class late
car
go to work late
Accident
Pollution
MRT
BTS
BUS
Risk
lack of transit to other public transportation
motorcycle
Trafc
Congestion
common used
by Bangkok
citizens
hard to use
People use
their own
car (rich)
Side walk
limited and
small evaluator
everyone has
access to the
internet already
the card is
ofine
The ticket is
expensive
Rabbit card
Bad service
BTS Employees
41
do not receive
the banknote
low income people
cant afford
Too crowded
Limited Reach
Ticket boxes
TRAIN
in peak time
Morning
Afternoon
GROUP 5
42
43
44
45
46
Personas
47
48