Travel Experience Toolkit: Bus-Specific Tools for Digital Service Design

To design desirable digital services for public transportation, passengers' needs and expectations should be considered. This paper presents a novel bus-specific Travel Experience Toolkit to support the design of digital traveling services in the context of intra-city bus transportation. The toolkit is structured in three areas of user experience, or travel experience: user (passenger), context (bus) and system (public transportation). The initial toolkit includes three tools derived from the findings of our qualitative passenger studies conducted in Finland using interviews, co-design workshops, and the diary method. The tools are: Bus Passenger Personas, a card-based design tool Context Cards, and Passenger Journey Map. With the help of the Travel Experience Toolkit, digital services can be developed with a focus on passengers' needs, improving the bus travel experience and thus enhancing the desirability of public transportation. We evaluated the tools with software developers and present the key findings.