Service Design Case Study: Redesigning The Future Of Public Transport

Do you love absolutely love traveling on public transport… or do you simply see it as a utility that gets you from A to B?

It’s a service that is used by millions around the world and is improving every day — integrating with new players like Uber, and allowing more people to travel in comfort while reducing the number of cars on the road.

So imagine the excitement for our digital team when we got the opportunity to redesign the future of public transport in our local city.

Sections:

1. Key learnings
2. Getting started
3. Project team
4. Approach
5. Research
6. Kickoff workshop
7. Future State Customer Journey (1st draft)
8. Customer interviews
9. Affinity mapping
10. Customer journey map
11. Analytics & personalization strategy
12. Information Architecture
13. Service blueprint
14. Final showcase

Key learnings

• Project plans can change: What we pitched and what we delivered were slightly different, but that was due to us receiving new information at the start of the project.
• Avoid over delivering: We ended up delivering more wireframes than originally contracted and while it felt like we were leaving a good impression for the client, this wasn’t in the original statement of work. Over delivering means you may get a happy client, but you’re potentially missing out on what could have become an extension to the project.
• Keep the energy up: When you’re running a workshop, the quality of the information you get from stakeholders depends a lot on their energy levels during the activity. Make sure you ease the group into the session with a suitable warm-up activity, allow everyone to speak, move the group around, and provide snacks!
• Offer incentives: User testing participants need incentives, if you try to skimp on incentives it can end up blocking the project and risk throwing it off schedule.