MASTER IN INTERACTION

DESIGN 2013/14

SecondaryIn order to understand the type of retail that exists in transition spaces we noted down the different types of businesses that are present in those spaces to get a sense of existing services and how they could be enhanced. We also found out about the new innovations and current trends to understand the retail landscape and gather insights.

What kinds of new service models will be successful today and in the future? To answer this question, one must first explore what needs people have while on the move and how they behave in the context of the transportation system. We conducted multiple types of primary and secondary research including ethnography, user interviews and business model analysis, in Milano’s transit system, Azienda Trasporti Milanesi (ATM), on trams buses and underground metro lines.

Primary - behaviorsRiders exiting the underground metro stations move much more quickly than those who are getting off of buses and trams. We discovered that rider behavior at peak and off-peak hours are significantly different. At peak hours, riders were more occupied, with the majority focused on smartphones or other media, including even large hard-cover books. At off-peak hours, riders are looking outside or around at each other and move at a more relaxed pace. Most people do not pay attention to the advertisements in the transition spaces and go about their business without noticing the information kiosks. We also observed the surroundings of the metro and bus stations to get an idea if there was a correlation between peak times and walk-ins into stores like supermarkets, grocery stores etc.

Primary - wantsWhen interviewed about how they would like to use their time in the transit system and what new retail services might be helpful while in transit, the answers fall into a handful of themes. People expect any digital service to be “smart,” one step ahead of their needs, and learn their preferences over time. As many services are now available by mobile device that were traditionally static, such as banking, consumers expect retail services to come to them and be shaped around their lives and habits. Accordingly, they also expect new services to not delay their transit routes, if anything, instead, the services should make their lives more efficient. Lastly, riders hope that new services can help them discover new products, places and ways to have a more enriching urban experience.

INTRO

To produce concepts and analyze their potential effectiveness, we created three personas:

Federica, a freelancer who uses the transit system to go to meetings during the day at off-peak hours

Gianluigi, a businessman and parent who uses the transit system to take his kids to school and get to work

Emilio, a geek and young professional who uses the transit system at peak hours but has more free time and less stress.Keywords: distributed service model, multi-channel integration, mobile, personalized shopping, customized products

THE PERSONAS

Dimmi is a service that matches “guides” with riders who want to learn skills while in transit. The service is a freemium model, available to all riders in a limited form and to subscribers who have unlimited passes for the metro system.

Subscribers download a special app linked to the metro pass to search for and find a guide. Dimmi suggests three guides with a scale of how much personal interests match. The rider can pick a guide to meet in the station to get help. If the rider is satisfied and “approves” the guide in Dimmi, the guide will receive compensation.

Dimmi encourages communication among transit riders and learning during what would otherwise be wasted time in the transit system.

WHAT IT IS

HOW IT WORKS

VALUE & POTENTIAL

DimmiMEET YOUR PERSONAL COACH

IN A METRO COACH

SYSTEM FUNCTIONALITIESD

IM

MI

E

ATTRACTION

?G

UID

ER

IDE

R

Search for a Guide"Who can help me with

_______?"

Choose Guide from list of suggested available matches.

Give feedback: Satisfied or Unsatisfied with Guide's service

Get feedbackand possibly paid

Choose free or premium version of service

Register as a guide. Guide tells system areas of expertise and hours

of availability

Approve or reject the request to meet

?

Rider & Guide go to suggested meeting point

X

Barcode on paper tickets

Access to Dimmi for duration of ticket

Update Guide Information

REGISTRATION SEARCH

Server looks for avilable guides

SORTING & LISTING

Show list of Guides to Rider

Send notification to selected Guide

X

LOCATION MATCHING

Suggest the meeting point to Rider and Guide

PAYMENT

Send feedback to

Guide

Ask feedback from the rider

Pay the Guide?

MATCH MEET RATING & PAYMENTQUERYREGISTRATION

Dimmi is a freemium service model. Premium riders get access to extra guides, all stations or specific times of day.

Rider can request help in any of the following areas: foreign languages, fitness exercises, academic tutoring, sports statistics or brainstorming.

Rider can see ratings for how much each guides matches his or her personal interests. Guides can approve or reject the request.

The system suggest a meeting point within the transit system for the learning session.

After using the Dimmi service, the rider rates the help as satisfied or unsatisfied. If satisfied, the guide will be paid by the system.

Local LinkTHINK LOCAL, BE EXCLUSIVE

Who can help me practice speakingSpanish on my way to work?

Rider chooses guide Rider and guide meet in station

If the rider gives a positive approval rating, the guide is payed for his service.

Guide is rewarded

Rider gives feedback

The rider uses the app to find available guides who are matches. A future version could use the card ora card case as the interface.

TRAIN STATION #1

?TRAIN STATION #1

?

Common Interests

TRAIN STATION #2

Common Interests

TRAIN STATION #3

Common Interests

Common Interests

Common Interests

?¿Cómoestás?

Rider wishes to have a product locally made in another region.

Rider can buy the local product in three di�erent places: 1. locker in metro station, 2. small kiosk shops in the metro stations and 3. online

Local Link notifies the rider when his product has been delivered. He can have it delivered at home or pick it up from the metro station locker.

Rider goes to the metro station.

$ $ $

sms

Local Link empowers the customer by making shopping omnipresent and using transition spaces for delivery and pick-up. It bridges local sellers and consumers, who get access to high quality local produce, not available in the city.

This service helps small rural producers increase their reach and sell products to the urban population. Urban consumers, who appreciate high quality food products, get convenient access through delivery to transition spaces and homes.

WHAT IT IS

HOW IT WORKS

VALUE & POTENTIAL

The user can access the service via three touchpoints: website/mobile; kiosk and lockers. The kiosk and glass lockers act as attraction points for new customers. At the kiosk the consumer can taste the local produce and place orders. The consumer also receives information about the website to promote shopping on the go or at home. The glass lockers are for both picking up orders and placing new orders. The lockers are made of glass so consumers can preview what other people ordered. Lockers can also be used for immediate sales of holiday products and advertising products coming soon. The more people who order, the quicker the delivery time will be.

ORDERING MONITORING DELIVERYNOTIFICATION

Display options

WEB & MOBILE

GianlucaThe Picky One

PICK UP LOCKERS

FOOD STALL

TASTE

SEE

KNOW

ATTRACTION EXPLORATION

US

ER

AC

TIO

NS

FedericaThe Taster

EmilioThe Geek

SYSTEM FUNCTIONALITIES

Save orders & purchases

Place an order

Check order status

3

Choose from the

online catalogue

Enter the locker

number

2

Order directly by the food

stall

Get a receipt

with a code

(digital/print)

op

tio

nal

Recommend friends

Friends place orders

Check order status

5

Other orders/cancels placed

Get notified with

delivery information

Pick up orders or get them delivered

REGISTRATION EXPOSURE ORDER & PURCHASE MANAGEMENT STATUS MANAGEMENT NOTIFICATION DELIVERY

Website service

Consulting with sample products

Glass lockers

Personal information

Notification options

Delivery options SERVER

LO

CA

L

LI

NK

Provide the customer a receipt with a unique code

Update status until the required amount of orders reached for the product

SERVER Notify local producers for delivery

SMS

E-mail

Phone call

Delivery into lockers

Home delivery

Customers gets attracted through one of the touchpoints in order to place an order or make a purchase for local goods.

All customers can explore the local goods either by using the online service or discovering the local goods while passing by the station.

The website and mobile app act as online catalogues of all the products that can be ordered.

The kiosk is manned by a person who lets the user try and taste some of the local produce and consequently place an order if the cusomer likes it.

The glass lockers can be used both for picking up orders and placing new orders. The glass permits a peek into the contents of the lockers for consequent ordering, buying products available for special occasions.

The delivery time for orders is directly proportional to the number of orders. So the more people are recommended this service to, the faster the product gets delivered as it depends on threshold defined by the producer. The user has the option to track his order status online or cancel it.

After placing the order, the user is notified of the order status via email/sms/phone.

The systems offers home delivery (with an extra cost) or delivery in a locker at the station of your choice at the time of ordering.

Map.it is an application that combines rider habits with wishlists in order to recommend new routes for crossing items off the list. Items on the list can be products the rider hopes to purchase or tasks. The application takes advantage of personal information and preferences already saved in other accounts, as well as geolocation.

When the rider signs up for Map.it, the application integrates with existing social media accounts to automatically make a wish list. The rider can categorize and rank these items based on importance, and add new items. Map.it learns the rider’s commute. Using this personal data, the system will recommend new routes along which the rider can buy wishlist items or get tasks done. The rider can save, share and rank the suggested routes.

Map.it helps riders be more efficient in their daily commutes, while discovering new local businesses along the way. Map.it could also help tourists or new residents.

WHAT IT IS

HOW IT WORKS

VALUE & POTENTIAL

Map.itMake maps work for you

SYSTEM FUNCTIONALITIESM

AP

.I

TU

SE

R A

CT

ION

S

REGISTRATION WISHLIST CREATION LEARNING SUGGESTION NAVIGATION LEARNING

Pull data and syncronize with socail media and learn

from user's patterns

Insert personal information and sync socail media accounts.

Catergorize, rank and add to wishlist

Build wishlist from personal online data (amazon, ebay etc.)

Learn user's common routes Suggest alternate routes according to wishlists and location

Guide user to the shop Continue learningaccording to user rates

Choose on of suggested routes

Choose, postpone and delete the products on your wishlist that you can buy on

the selected route

Go to store accordingto suggestions

Evaluate each activity,option to share with others

Adjust Time

LATER

NEXTPREVIOUS

DISCARD

ROUTE PURCHASE RATINGWISHLISTREGISTRATION

Users insert information by adding personal data and syncing social media account in order to create a profile within the system database.

Users have their most common routes learned and memorized by the system. This way it suggests different options to match user's locations and wishlist. For every route system gives users different options of moving around the city to reach the informed destination, while the user can also manage how much time he has available for the activity.

By accepting a suggestion from the system, users are led via GPS Navigation to the retailer indicated.

For every route accepted, users can evaluate by either attributing ratings and writing comments, or even share the activity on social media.

Users give the system a wishlist filled with itens categorized by type and priority.

Show of HandsVOTE AND ACCESS THE CITY’S SECRETS

CINEMA

Rider registers and add personal information Rider creates a wish list of products to buy and tasks to complete

System analyzes rider’s location, the time of dayand wish list to make recommendations.

System suggests routes where the rider can cross items o� his wishlist.

Rider follows the suggested route and gets whathe needs at the pharmacy.

Rider rates the route and can save it for future use.

Would youlike to saveroute?

+ + +

What is YourFavorite Movie

Genre?

Milano Film Festival

A B C D

ATM

Use your ATM card to personlize andget updates

Get rewards forevery four responses

X4

TRAIN STATION #1 - WAITING

The event: Milano Film Festival Questions appear on public screens on platforms.The results are sent to the cloud.

Results are displayed inside the train cars. Voters who logged in receive notifications of results to their mobile devices.

What is your favorite

movie-time snack?

Milano Film Festival

A B C D

TRAIN STATION #2 - GET OFF TRAIN

Each station has its own questions. Riders can answer when boarding or getting o .

Use phone to saverider suggestions

from map

Share riderrecommendations

Try Dylan’sCandy Bar here!

Logged in user gets personalized updates

CINEMA

COMPANY

Poll results sentto company sponsor

Riders attend Milano Film Festival with new tips and information

Show of Hands is a public opinion poll linked to city-wide events. It gathers opinions of transit riders for companies, while recommending local businesses to the riders. Riders can earn tips and bonuses for every four questions answered.

Riders answer questions using interfaces in metro stations. Results and business reccomendations are displayed on screens inside trains and on maps at station exits. If the rider “tags” into Show of Hands using his card, personalized results and recommendations will be sent to the rider’s mobile device. Riders can share these results and recommendations.

Show of Hands supports local businesses during major events. The types of questions can vary by time of day. For example, in the morning, the questions are about food markets and in the evenings, nightlife venues.

WHAT IT IS

HOW IT WORKS

VALUE & POTENTIAL

SYSTEM FUNCTIONALITIESU

SE

R A

CT

ION

SS

HO

W O

F H

AN

DS

INTERACTIVE QUESTIONNAIRE

DCBA

A

B

C

D

Enter the metro station Vote on the digital screen of the station platform

See the results on the digital screen inside the metro station

Discover recommendedplaces according to results

% 80

Get access to personalized results through mobile device

DCBA

A

B

C

D

Share recommendations

REGISTRATION QUESTION UPDATE QUESTION DISTRIBUTION RESULTS DISTRIBUTION CUSTOMIZED SERVICE

Connect the rider's card with mobile application

Update and show questions according to company needs

Distribute the questions across metro stations

Sends results to company, screens and devices

Generate location-based recommendations and send information

CALCULATION

Calculate the poll results

% 80

VOTING

ATTRACTION

Companies and sponsors provide questions to the transit authority. Screens with questions are prominently displayed on station platforms.

Users vote at digital screens and can optionally identify themselves with their transit system cards.

Results are displayed in metro cars for all riders to see. Cardholders who voted will receive personalized recommendations and special tips to their mobile devices.

ATTRACTION PUBLISH RESULTS

RESULTS

ACTION

Results are displayed in metro cars for all riders to see. Cardholders who voted will receive personalized recommendations and special tips to their mobile devices.

Style Map is an interactive lookbook that lets the consumer choose products and guides them with an optimized route leading to stores to try them on. Style Map notifies stores so they can pull products ahead of time.

Digital screens displaying four lookbooks each are in metro stations and transition areas. The consumer can browse through the various products and select what he/she likes. The consumer swipes his card to confirm the selection. Stores are notified and send information about waiting times for dressing rooms. The screen displays a route map for stores. The user chooses stores and then visits the to try on the selected items.

Stylist-curated lookbooks provide the customer with a simplified shopping experience. Lookbooks show customers products that can make outfits and thus make an informed choice. Customers save time in the shopping experience with prepared dressing rooms. Style Map can be extended to other products beyond fashion.

WHAT IT IS

HOW IT WORKS

VALUE & POTENTIAL

StylemapDISCOVER YOUR STYLE ROUTE

SYSTEM FUNCTIONALITIESS

TY

LE

M

AP

4321

INTERACTIVE AD

US

ER

AC

TIO

NS

1 Choose your style and the products you want to try

Confirm

Put your ATM Card in the slot to receive an SMS

30

5

15

Follow the suggested route on your smartphone along with the time information

Try the clothes and other products in a pre-prepared trial room on arrival!

DECISION GUIDANCE TRIALATTRACTION

CURATION IDENTIFICATION & SUGGESTION GUIDANCE CUSTOMIZED SERVICE

Advertisement as an interactive display of products curated by a person (celebrity, fashion designer etc.) for specific looks.

43

21 Suggest 4 specific looks according to the choice of the curator as well as the unique products belonging to the corresponding look to be choosen.

Identify the customer via personal ATM Card and get access to personal information.

Calculation of the optimized route along with the given time to reach destinations.

Send an SMS with the available appointments and link to of the calculated route on Google Maps.

Identify the customer when reaching the store.

Prepare the choosen products for the customer experience.

People can instantly see the various products from different stores that go well together on an interactive screen placed at the beginning of the shopping area, thus arousing their curiosity.

The user can browse through all the looks and products on the screen to make an informed choice about the products they want to try

The user can follow the suggested route on their smartphone along with the time information.

A "CANCEL" option is available for every selected store to recalculate the total visit time

The user proceeds to each store to try the chosen items in a pre-stocked trial room with their respective selections

There are countless opportunities that retailers can exploit in order to be successful in the future, as long as they understand how to adapt to habits and changing behavior. The retail services we have envisioned take advantage of many of these opportunities through distributed and personalized service models that are also location-aware. Consumers anticipate individualized services that are more intelligent than they are, one step ahead. In order to be successful in the next few years, retailers must adjust their approach and distribution models to maintain this competitive edge.

CONCLUSION

Rider browses digital lookbook. Rider selects items to try on in store and swipes ATM card to log in.

Rider receives SMS with directions to try on selected item.

Installation displays locations of stores where rider can try on selected items.

Rider arrives to the store, item already on hold in personalized dressing room.

TRAIN STATION

ATM

TRAIN STATION

20 mins

10 mins

15 mins

PROJECT LEADERClaudio Moderini

PROJECT ASSISTANTNima Gazestani

* MOBILE

DOMUS ACADEMYMILANO ITALY

THANK YOU!