Itkeskus
58
Hietalahti
59
09:06
AIKA
dinkatu ~2 min
~3 min
~6 min
dinkatu ~09:18
Project Team
Tilda Jyrsalo, Jinny Kim, Jang Bae Lee & Miro Virta
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Research Question & Why We Chose This Topic
Artefact 1 Invitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Artefact 4 Chart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Mapping Design Issues
Concept Ideation & Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Artefact 5 Image . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Proposed Design Concept
2 \ UID 2016
Bus Driver & Passengers
Why we chose this topic
HeiBus / 3
Artefact #1 /
Invitations
Recruiting Participants does not hire bus drivers directly. The drivers are
employed by several operators who have been
Once we set our research question, we have
selected by HSL through a procurement process.
identified the following as our participants for a
co-design workshop:
4 \ UID 2016
Invitation for Passengers
*This study is being conducted as part of the Masters level course, User Inspired Design, by
the Collaborative and Industrial Design at Aalto University. All information collected during
the workshop will only be used for the purpose of education. Any potentially identifying
information will be anonymised. If you wish, we would be happy to share our teams final
design outcome with you in November upon the course completion.
HeiBus / 5
Invitation for Bus Drivers
Bus drivers have the power to make everyones day better and easier.
However, we understand your day is not always easy.
We want you to feel less stressed and comfortable on the bus.
*This study is being conducted as part of the Masters level course, User Inspired Design, by
the Collaborative and Industrial Design at Aalto University. All information collected during
the workshop will only be used for the purpose of education. Any potentially identifying
information will be anonymised. If you wish, we would be happy to share our teams final
design outcome with you in November upon the course completion.
6 \ UID 2016
Observations to We conducted several ethnographic observations. One of the key
better understand insights was that a bus driver actually has many things to pay
interaction between attention to when people are getting on the bus. Below illustrates
driver & passengers how much attention a driver needs to divide within 18 seconds from
the moment he pulls over to a bus stop, closes the door, and until he
leaves the bus stop.
1
2
Looks at buttons for opening doors Looks at the clock Alternates between making an eye-contact
[1 second] [1 second] with each passengers getting in [1 sec. each]
Looks at the rear view mirror and checking the rear view mirror [1 sec.
[1 second] each] [Total 9 seconds]
1
2
Looks at the clock [1 second] looks at the road in front preparing to start Checks the side mirror for merging onto the
Looks at the rear view mirror while closing the bus [2 second] road [2 second]
all doors [1 second]
HeiBus / 7
Artefact #2-1 /
Co-design Workshop
Workshop participants profile illustrating diverse We prepared two activities for the workshop, a
nationalities and length of using buses in Helsinki. We contextmapping* to warm up and share their
asked the participants to pick an animal for stickers to
use during the workshop and it was a very successful experiences, followed by a role play exercise to
ice breaker! simulate different situations in a bus and share
insights and reflections together.
Workshop Participants
Challenges & Insights: Initially, we planned
to have two bus drivers at the workshop with
the passenger group. However, the driver
participation fell through in the last minute.
8 \ UID 2016
Activity 1: Contextmapping
Participants were asked to choose images that reflect their feelings or Staging Material
experience in the following categories: 1 base map
210 photo cards
getting on the bus
animal stickers
while travelling
writing material
getting off the bus
best and worst experience or feelings
The chosen images were place on a poster. Each participant took turns
sharing their images and reflections.
HeiBus / 9
Activity 2: Role Play
For the role play, we had created various props to simulate a bus Staging Material
experience in a room including the seats, drivers seat, the sound of 19 task cards
the opening doors, a stop button, HSL travel cards, a card scanner, and various props
printed money.
Participants took turns getting task cards that suggested them to act in
a certain way, creating some tricky interaction situations.
10 \ UID 2016
Main findings
HeiBus / 11
Artefact #2-2 /
12 \ UID 2016
HeiBus / 13
Artefact #2-3 /
To get their view on matters, we arranged 1-hour Services Mon-Fri Number of routes Number of vehicles
2,408 12 124
The interviews helped us understand the operational 857 14 112 (train units)
72 2 4
structure between HSL and the bus operators further. Total 24,906
22
Total 349 Total 1,745
the drivers. During the last couple of years, the feedback Palvelu- ja
myyntiohje
and ratings on HSL customer service has been steadily
improving. This could be the result of the training days.
Kuljettajan asiakaspalvelu
0% 20% 40% 60% 80% 100%
1.12.2015 12:20:12
Tyytyviset (%)
S-15 S-14 S-13
HELB 19 53 23 4 72 72 72
NOF 21 53 22 3 74 74 72
Liikennitsij PL 34 52 9 2 87 89
mittaavien
TDF 21 54 21 3 75 74 73
TL 22 50 23 4 71 77 73
laatutekijiden
to the table. Erittin hyv (5) Melko hyv (4) Keskinkertainen (3) Melko huono (2) Erittin huono (1)
14 \ UID 2016
Artefact #3 /
Story Narrative
How It Is Now
The following narrative weaves the stories of a driver and two passengers. We wanted to depict how an
interaction impacts the emotion of both parties. In addition, although the moment of interaction itself is very
short, the emotion may last longer. Passengers are coming to the bus from somewhere and their previous
actions of their day are affecting them. Same of course applies for thedriver.
1.
2.
HeiBus / 15
3.
4.
5.
16 \ UID 2016
6.
7.
8.
HeiBus / 17
9.
10.
11.
18 \ UID 2016
Data Analysis &
Identifying Problem Areas
Our chart artefact, shown on page 20-21, is based on the information gathered from observations, the
workshop, interviews of a bus driver and two driving instructors, as well as documents related to customer
service provided by HSL. We analyzed our data by the methods of compiling, disassembling, reassembling and
interpreting.
HeiBus / 19
Artefact #4 /
1.
Safety
HSL Priorities
2.
Customer
Service
3.
Time longer bus run
Table
DRIVER TRAINING
HSL Feedback
OPERATORS Feedback
PROCUREMENT
PROCUREMENT BUS SELECTION
Drivers
CITY OF HELSINKI Competition
Office
20 \ UID 2016
This chart illustrates all stakeholders involved in the HSL bus system and how they are linked.
This chart was created to map out relationships and influences that each stakeholders have.
Based on this chart, weve identified the customer service cluster to be the area that will bring
most impact in the system.
Provide Provide
Attitude
Info Help
CUSTOMER SERVICE
DRIVERS PASSENGERS
EXPECTATION / RESPECT
HeiBus / 21
Concept Ideation
& Analysis
Information test/Game
1 to 1 name exchange
Sense of community:
Sense of community:
Message from Driver:
Personalize:
Pre-made
Custom
22 \ UID 2016
User / Stakeholder Benefits
For Passengers
Make waiting for a bus more bearable
Feel that they matter to HSL and drivers
Make you smile or evoke positive feelings
Make drivers more approachable
For HSL
Improving public image
Messages make HSL more human
A way to show public that HSL cares
Improving customer service
Good publicity
Possibilities to increase ridership and public
rating because bus is more approachable
Inexpensive solution with maximum benefit
HeiBus / 23
Artefact #5 /
LMA 408
24 \ UID 2016
52 Nordenskildinkatu
73 Olympiaterminaali
56 Hietalahti
HSL
HRT 09:06
LINJA MAARANPAA AIKA
52 Nordenskildinkatu ~1 min
56 Hietalahti ~6 min
Go team Finland!
73 Olympiaterminaali ~9 min
HeiBus / 25
Artefact #6 /
Design Proposal
Social Innovation
Our proposal is a social innovation because...
26 \ UID 2016
HeiBus / 27
OPERATORS
GENERAL
MESSAGE
ROUTE
SHOR-TERM START
HSL MESSAGE DRIVER
MESSAGE
LIBRARY
Custom...
DRIVERS
BUS STOP
MESSAGE
INSIDE
MESSAGE
OUTSIDE
28 \ UID 2016
OTHER BUS
DRIVERS
ROUTE
END
OTHER HELSINKI
DRIVERS RESIDENTS
PEDESTRIANS TOURISTS
INSIDE BUS
HeiBus / 29
HSL
HRT
LINJA MAARANPAA
52 Nordenskild
58 Itkeskus
59 Hietalahti
58 Itkeskus
52 Nordenskild
59 Hietalahti