Zhengzhou, China (2020.01.13~2020.01.21)
Due to the significance of the problem and the limited availability of low-cost solutions, we developed, with the cooperation with Yutong Group, the largest bus manufacturer and operator in China, a proposal to explore the potential of rendering air pollution avoidance an internal motivation for citizens to take green transportation (i.e., bus) more often. Yutong is an ideal collaborator for this project since their autonomous bus system has an advanced technology infrastructure, including high-speed communication, sensing technology and air purification system, to support the seamless integration of our ideas to materialed product. Furthermore, Yutong is expanding the autonomous bus to larger areas of the city, and this will likely be the mobility of the future which our system can be readily expandable to larger service areas.
Literature review
We find three important threads of literature relevant and informative for our project designs. First, since one of the central goals of our project is to encourage green travel, we looked into the literature on the theory and application of green nudge to understand what psychological mechanisms would be effective in changing transportation behaviors. Second, we investigated the available mobile sensing projects to inform our design of sensing systems for micro-level air quality monitoring. Third, we searched for how existing literature and projects used the data obtained from smart sensing to engage and interact with users in providing informative information for citizens to self-protect against air pollution.
User survey
We conducted an online survey with Zhengzhou city residents and AV bus passengers to understand their motivation and needs using AV bus.
User journey
With the datasets from desk research and the survey results, I defined the customer journey of the AV bus riding experience into three stages and identified various customer touchpoints in each stage. Based on the results of the user survey, I identified design opportunities that are especially meaningful.
As a result, I defined the main design opportunities as to provide real-time information before the ride, to provide playful interaction during the ride, and to provide useful information about the journey after the ride.
Stage 1. Before boarding
Observations
92% of people in Zhengzhou check Air Quality data via mobile apps.
Other media channels such as screens in public space (32%) and broadcast (16%) are also important resources for them to understand air quality.
How might we...
Provide a better onscreen information for a pleasant ambience and experience in AV buses?
Opportunity
- Realtime update
Stage 2. On boarding
Observations
Only 38% of people taking AV bus look at the screen on the bus.
76% of people in Zhengzhou said they continue to wear a mask in the bus.
How might we...
Provide a better onscreen contents for a pleasant ambience and experience in AV buses?
and
How might Xiaoyu, the Yutong's voice assistance, proactively interact with passengers as a smart agent for health and air quality information?
Opportunity
- Entertaining and useful information
- Interaction with Xiaoyu
Stage 3. After boarding
Observations
AV bus passengers takes multiple transit mode other than cars before/after boarding
How might we...
Inform passengers to be prepared with timely information of their destination?
Opportunity
- On-site connection
Touchpoint Analysis
Based on these findings in the user journey, I focused on Kiosk, the screen inside the bus, and Xiaoyu among various touchpoints.
1. Kiosk
: Channel for communication of interest in the environment
Quotes from user survey
“If the cost and time are the same, I will choose the most eco-friendly public transportation.”
2. Indoor screen and Xiaoyu
: Channels for active promotions of air purification efforts by the company and the city
Quotes from user survey
“I'd like to know more about the indoor air quality of the self-driving bus.”
Design value and direction
From the result of a user survey, I identified customer profiles and needs to set the design direction for each touchpoint.
1. Greensumer
Customers value greenness in their choice of public transportation and also found that we could leverage multiple screens across the customer journey as the channel for conveying information about air quality.
2. Air around us
We should be more proactive in promoting the efforts of the city and Yutong to purify the air inside the bus, as our customers are most interested in the air quality inside the bus among the various air quality information.
UI Analysis
For design recommendation, I conducted current UI design analysis of the screen-based touchpoints.
1. Kiosk
2. Indoor screen
Concept proposal
1. A-Quality Branded Kiosk
Bus stations are the best places to promote the brand image to the public. Kiosks play important roles in shaping the first impression of this branding and actively conveying details on urban air quality improvement efforts by Zhengzhou and Yutong.
For example, the kiosk can deliver relevant health information while providing air quality information in cities, current bus stops, and buses with easy-to-understand icons. Using indicative colors with air-related information will help people understand information intuitively.
Key Value
Delivering AQ information intuitively & consistently
2. New city explorer
Our main target passengers are commuters who want to commute safely and tourists who want to experience new technologies. We can achieve an integrated customer experience by providing consistent branding and information used at other customer touchpoints.
Using screens and Xiaoyu to make information be more useful and interesting will increase the opportunity for customer interaction. For example, the AR camera technology can be used to provide air quality of tourist attractions in the city.
Key Value
Valuable information with multimodality
3. Air Quality Data Visualization Platform
Realtime air quality and public transportation information and action that people can take using plain language
UI Design (Wireframe)
