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How might we encourage people to use mass

transit system in bangkok ?

Section 2
How might we encourage people to use Mass Transit System in Bangkok?
December 16,2016
DBT416 Planet and Society
Mr. Massimo Ingegno
Team Members
1.Phattadon
2.Supakchaya
3.Chanaporn
4.Panicha
5.Panupong
6.Passorn
7.Thanjira
8.Yanisa

Manawat
Pimnoi
Kultangwatana
Noophet
Charin
Wongborphid
Suviporn
Pattanawong
2

ID 5716440374
ID 5716440606
ID 5716440846
ID 5716440960
ID 5716440986
ID 5716440994
ID 5716441042
ID 5716441075

Section 3
Executive Summary

Expressway, transportation, road, and harbour. All of these topics are what our group had researched before but, it didnt achieve.
We got an advice from the teacher that its too width and complicated.
Nowadays people always choose something that convenient, easy and privacy. Therefore, a private car becomes first choice of
people in this generation. And this cause pollution also sickness.
Then we think about what we can reach easier and we come up with BTS and MRT. We come up with this challenge How might
we encourage people to use public transport in Bangkok?. We choose this kind of public transportation because it's challenging and interesting, it regards people easily but why not appreciate to everyone. We want to gain more people to use public transportation. So, we start
to interview people and find out much research that we can, about public transportation to develop our BTS and MRT because we want
our user to be pleased and user that rarely use come back to use it again. Many ideas and suggestions from user came up, but the most
thing that they said is BTS cant go somewhere that they want to go because BTS only transport people in the city and the ticket machine
is to complicate and slow.
Then we choose to do want we can. We came up with an idea to create an application that will increase the complex way that user
buys the ticket and will add more suggestion about their travel plan. The feature of this application will answer what customer want. And
after that, we get some feedback from a user, teacher, and expert about what they like and what they want to change on our application.
Then we try to improve our application to as much as we can to fulfil user need.

Section 4
List of content

Section 5 Page 5-8


Section 6 Page 9-20
Section 7 Page 47-55
Section 8 Page 31
Section 9 Page 32-34
Reference .
Annexes

Page 35
Page 36-48

Section 5

Challenge

How might we encourage people to use Mass Transit System


in Bangkok?

Target 11.2
By 2030,provide access to safe, affordable, accessible and sustainable transport systems for all, improving road safety, notably by expanding public transport, with special attention to the needs of those in vulnerable situations, women, children, persons
with disabilities and older persons.
Sustainable
Transporation

Key business themes addressed


by SDG

Cities
Collaborate

Find solution

Government
Improve

Urban Transportation
System

In order to
Mobility management
Target
By 2030,provide access to safe, affordable,
accessible and sustainable transport systems
for all, improving road safety, notably by
expanding public transport, with special
attention to the needs of those in vulnerable
situations, women, children, persons with
disabilities and older persons.

Helping cities to improve


public transport capacity
effciency and accessibility

Invest in safe and sustainable


infrastructure including
transportation

Future mobility

For Target 11.2 should


measure
accessibility.That
type of indicator offers the
most comprehensive measure
of transport impacts on
access to employment and
commercial
opportunities,
health,education, and other
essential services of urban
life.

7. Individual
behaviour such
as lazy or prefer
convenience
way even if
there is more
expensive.

1. Common use of
Bangkok citizen and
other Asian cities in
the region prefer the
car and motorcycle.

6. Without
social validation
there is no
chance for a
new mobility
service.

BARRIERS IN
O UR CHALLEN G ES
2. Lack of decent
infrastructure
planning.

4. Some of the
problems are hard
to solve (Planning
and Construction).
3. Out of control in
the peak times by
using Bts skytrain.

5. Barriers to public
transport come
before accessing the
transport system.

Objective
To define a useful mobile application for target group who is 15 - 35 year
old Bangkok citizens especially Student and also early stage workers.

Project Plan
Action:Choose
urban issue and
do team canvas
Tools : DIY 04
Business model
canvas

Action : Define challenge and


apply system thinking in class
and also get comment from a
lecturer
Tools: System thinking
Problem definition
DIY 09 (cause diagram)

20/09/2016
19/10/2016
Action : Meet and discuss for
specific issue system thinking
and also define the challenge
(prepare for next class)
Tools: DIY 09 cause diagram
System thinking

25/10/2016

Action : After get feedback maybe


Action : Test prototype ,
Expert and user interviews. redesign and test prototype again
Tools: DIY 17 personas
Tools: DIY 12 Interview
DIY 23 Improvement trigger
guide
DIY 24 Prototype testing plan
DIY 24 Phototype
testing plan
Final Report
submitted

18-20/11/ 2016

9/11/2016

3/11/2016

13/11/2016

Action : Observe the target users,


know what they want to solve
then finish design solution and
start to create prototype
Tools: DIY 16 Target group
System thinking

Action : Discuss from


prototype test and observation ,
collect the data and gathering
then analyse information
Tools: DIY 16 Target group
DIY 17 Personas

15/12/2016
20-25/11/2016

Action : Done the prototype then


create mock-up for find; design
presentation
Tools: DIY 23 Improvement trigger
DIY 24 Prototype testing plan
Problem definition
System thinking

Section 6
Chosen issue
To encourage people to use BTS sky train with conveniently way by using a smart mobile application

Background Information
System analysis
1.Stakeholders
Primary Stakeholders are those involving in economic and
business activities internally
EX: customers, suppliers, employees, etc.
Secondary Stakeholders are those who although not directly
engage with the business activities, the business could be
affected by or can affect its actions.
EX: communities, business support group, media, etc.

2.Business Ecosystem
Media

Mass Transit

BTS is the sole concessionaire for Bangkoks sky train system; first started with 23.5
km of elevated trackwork and 23 train
stations. These include Silom line( dark
green) and Sukhumvit line( light green),
which were designed to built in Bangkok
business area, and other landmarks around
Bangkok. Then, they built 6 more stations for
Silom line, and 5 more stations for Sukhumvit line.

Consequently, BTSC was chosen to operate


and maintain contract for Bangkoks inaugural Bus Transit (BRT) line, comprise of 12 bus
stations along 15km bus lane. The only direct
transit is between BRT Sathorn and BTS
Chongnonsi stations.

VGI is the Out-of-Home Media


company in Thailand. It has an
exclusive concession to manage
advertising space on the core BTS
stations.
VGI is responsible for managing
the advertising space on BTS, which
includes the trains and the stations
such as LCD, Stickers covered the
trains, and both image and digital
medias on the train. Moreover, VGI
is responsible for BRT bus stations
as well as other 7 extension stations.

10

VGI has reached the goal to extend


their media in more than 130
premiers building in Bangkok via
real time screens on the elevators
and lobbies. This growth will
support VGI in term of market over
other competitors.

VGI progressed their business by


acquiring 37.42% stake in Master Ad
Public Company Limited (MACO),
and 20% strategic syake in Aero
Media Group Company Limited
(Aero Media).

2.Business Ecosystem
Property

The BTS Group has a portfolio of commercial real


estate assets spanning the Hotel, Office and Serviced
Apartments sector. This porfolio includes hotels under
the Companys own U Hotel brand and Eastin brands, as
well as assets managed by third-party Management Companies.

BTS group started the condominiums project under the


Abstracts brand, the condominiums built in this project
are located within 250m of the mass transit stations. The
residences of this property will automatically receive a
free Abstracts card, which provide the users 10-years
unlimited travel on the BTS Skytrain.

11

2.Business Ecosystem
Services

BTS group is corporating with Hip Hing Construction(Thailand) Co.,Ltd, providing construction management services for companies associated with BTS
group.

BTS Group is collaborating with underground


operator Bangkok Metro Public Company Limited
to develop common ticketing system, BSS, across
Bangkoks expanding mass transit network. BSS
e-money platform will also be extended from mass
transit for use of other services such as retails, etc.

Thana City &


Sports club is
owned by the
BTS group as
well.

BTS group is 50% engage with its joint-venture,


Absolute Hotel Services. Hotels under the AHS
chain are U Hotels& Resorts, Eastin Hotels, Eastin
Residences and Eastin Easy brands in Thailand,
Vietnam, and India.
.
12

Research findings.
PEOPLE WHO ALWAYS USE
BTS SKYTRAIN

Age

Occupations

15 - 22
year old

Student
Office
worker

23 - 35
year old

Teacher

36 - 50
year old

Goverment
Officer

more than
50 year old

Others

How offten do you use the BTS skytrain?

Which segment would you like to develop?

Everyday

Build more
station

3 -4 day
per week

Nothing

once a
week

Expensive
ticket price

Change the
ticket boxes

3 - 4 times
per month

Change the
selling ticket
system

once a
month

Open 24
hours
Decrease a
crash system
More
evaluator
More
parking

If the service have an mobile application to


buy tickets and others feature.
Do you agree with this?

Why do you use the BTS skytrain?


Fast &
convenient
For back
home

Agree

For go to
work

Neutral

Avoid
traffic jam
For travel
around

There have
exactly time

Provide a variely
of prepaid &
selling ticket

13

Research findings.

PEOPLE WHO RARELY USE


BTS SKYTRAIN

Age

Occupations

15 - 22
year old

Student
Office
worker

23 - 35
year old

Business
owner

36 - 50
year old

Merchant

more than
50 year old

Others

Why do not use the BTS skytrain?

Which segment would you like to develop?

Lack of total
coverage around

Build more
station

Organise about
waiting line

Use private car

Varety channel
to buy ticket

Increase traveling
time/round

Develop
ticket boxes

Expensive ticket
price

Expensive
ticket price

Prefer other public


transportation

More round

No seat in peak
time

Lack of interchange
system to other
piblic transportation

If the service have an mobile application to


buy tickets and others feature.
Do you agree with this?

Take long time to wait


for buy ticket
Ticket boxes are lack
of efficiency

Agree

Do not know how


to use

Neutral

14

Disagree

On-the-ground research
Observation

On BTS station there are a lot of people using BTS. At BTS a machines are enough for people to buy a ticket but
it needs to use a coins and someone dont have coins therefore they need to exchange it but there is not many
exchange counter so people wait in line is very long. And there are a lot of people on the train sometimes there is
not enough space to stand on the train.

15

Secondary Research
6 Things I Learned From Applying Design Thinking to Urban Mobility
human- centered approach to innovation to integrate the needs of people, the possibilities of
technology, and the requirements for business success.
1.Safety is a key motivator of choosing ones travel mode :The personal search for safety while commuting guides peoples mobility decision
2.Without social validation there is no chance for a new mode to take-off:Social validation, conforming to what is positively perceived within
ones social circle, is the departure point for people to start using new mobility services.
3.Life events force people to change or reevaluate their mobility choices:Changes in life make people adjust their mobility habits.Current
marketing strategies for selling transportation solutions are not designed to take advantage of these moments and do not offer a response that is
aligned with their needs.
4.Quality is critical:People reward high-quality services that demonstrate consideration for users.
5.Barriers to public transport come before accessing the transport system:Users need information on how to access transport options to create a
door-to- door trip. They want to rely on a system that meets their individual needs.
6.Despite the multiplicity of transport solutions, people mostly focus on a single service:integrated multi-modal experience, people have to deal
with different access points, payment modes, user information systems, and levels of quality and service.

16

Expert Interview

Expert : Associate Professor Dr.Pawinee Iamtrakul (Aj.Mod)


Infrastructure and Transporation expert
Now that we do everything online, life tends to be more convenience and fast. Lots of developed cities have the application that
not only makes going to places easier, but sometimes even help users avoid going anywhere at all. For example, the online shopping
website. These things have shaped our lifestyle through out the way of thinking. Therefore, I suggest that if you want to create the
application, it should not be as simple as everyone can just walk to the station. It should be smart enough to make a different. You
should add more choices, and combine all of daily activities. In each day, people need to be able to plan where theyre going to go,
and when theyre going. They need to be able to choose the best route through out the day in order to save their time, and energy. You
should be able, if its possible, to even mix the behavior. For example, if the user would like to have a cup of coffee in x area, and
she/he wants to meet up with friends, the application should be able to link 5-6 close friends who use the same application, in order
for them to know that theyre close to each other, and may go to the coffee caf together. When social involved, the journey surely
seem to be more fun. Sometimes, the user life style is shaped by the routine, and what they have to do. Therefore, if the application
is the truly a smart mobility, it should be able o help them living their lives in a smarter ways while keeping the fun in their lives.
17

Case Studies

1.Oyster - Transport for London

Transit is your real-time urban travel companion. Navigate your citys public transit
system with accurate real-time predictions, simple trip planning, step-by-step navigation,
service disruption notifications, and departure and stop reminders... all presented in a clear,
bold interface. Public transport not cooperating? Easily request an Uber, reserve a car2go,
or grab the closest bike share.
10 GREAT THINGS YOU CAN DO WITH TRANSIT:
1) See real-time arrivals for nearby buses and trains instantly upon launch.
2) Watch your transit vehicle approaching on a map in real-time
3) Compare options with powerful A to B trip plans using real-time data.
4) Launch GO for step-by-step navigation when youre on an unfamiliar route or want to
nap/read/space out.
5) Receive departure alarms and stop notifications as well as prompts to pick up the pace in
GO.
6) Get push notifications if service disruptions will affect your commute.
7) View transit schedules and route itinerarieseven when youre offline!
8) Locate bike share stations, see the number of bikes available, pay for passes, and unlock
bikes (in select cities).
9) Check ETA (and surge) for nearby Ubers, and book in two taps. 10) View availability
and book cars with car2go and other local car-share services.

18

Case Studies
2.MBTA mTicket

3.Moovit

Features
Never wait in line again.
Purchase your monthly pass from your smartphone.
You can also buy single-ride, round trip or 10-ride
tickets. No waiting required.
Purchase a ticket in seconds.
Its quick. Choose your destination. Buy your ticket.
Show the conductor. No need to create an account or visit
the MBTA website.
Never lose your ticket again.
Your ticket will never fall out of a digital wallet. And if
you replace your phone you can easily transfer any
purchased tickets.
19

Features.
Omni Search
Discover the best routes to anywhere in your city. Search
for a place, address or station to compare transit options
and see detailed directions all the way there.
Near me
See what's nearby and explore your surroundings on the
map. Find the closest stops and check next arrival times, so
you're never stuck waiting at the station.
Favorites
Your all-in-one personalized transit hub. Add your home,
work and other favorite places for instant trip planning. See
next arrival times for your favorite lines, and even check
your trip history for easy repeat travels.
En Route
Just a simple click will allow you control your journey,
even if your plans or destination change. Just tap Start and
youll see your updated ETA and be notified as you go.
Live Reports
Improve everyones ride by reporting useful information
about station crowdedness, cleanliness, live events, even
incidents. Receive notifications from your local operator,
when available. Planning your transit is easier when you
know what to expect.

Behavioural Insight
Target group : Student 15-23 year old
Early stage working 24-35 year old
(Generation Y)
Location : Siam , Asoke , Victory Monument
What do they want?
Generation Y people like to do several things at the same time. They have limited patience. In conclusion, everything in their life must be
fast and convenience.They dont like to wait for long time.
Lifestyle
The research suggests that Generation Ys tend to lead a relatively quiet life hanging out with friends, listening to music, and yes, even watching the so-called dying medium of TV . They also value convenience, as exemplified by the popularity of sites such as Amazon and eBay that
make shopping as easy as the click of a button. Generation Y Is Tech-Savvy because they grew up with technology, and they rely on it to
perform their jobs better. Armed with smartphones, laptops, and other gadgets, this generation is plugged in 24 hours a day, 7 days a week.
They like to communicate through email and text messaging rather than face-to-face contact and prefer webinars and online technology to
traditional lecture-based presentations.
Research finding
From our research by interviewing the people who always use BTS Skytrain .The results that we get from doing interview which we can
separate them as follow : Most of people who always use BTS skytrain said that they use BTS skytrain because its fast and convenient to
travel ,to go to their work, to avoid traffic jam and etc.
As mentioned above ,we can summarise that the factors that influence GenerationY people making decision are Time and Convenient
Because when they do something , they always consider about time and convenient before making decision. Due to they have to do
several activity in a day. so, we will create application that make convenient for them.
20

Section 7
Ideation and Prototype
Analysis Traditional
BTS sky train is a place that usually busy at all time. Therefore, when the users arrive the station, if they dont have coins, theyll
need to hurry to the coin exchange line to exchange them. Then go to the ticket machine to purchase the ticket. That means they have
to wait in to total two lines in order to get one ticket. After purchasing the ticket, theyll need to insert their ticket and pass the gate.
Then, find out
whats the right BTS line to get to the destination, and wait for the next train to arrive. This process may consume about 5 minutes or
more, during the peak time, if they have to wait for another train to come. The travelling time is about 1-3 minutes from one station to
another. When
the users arrive the destination. Theyll need to find the right exit, and insert the ticket at the gate again to get out. Using BTS seems
to be very easy and convenience. However, there are still a lot of inconvenience steps and points of using BTS. The problems that
normally occur when are, the users
who travel with their own cars have a difficulty to find a parking spot when they want to transfer to BTS. Moreover, the fact that people
have to wait in two lines to get the ticket is really a time consumer. Sometimes, the ticket machine is broken, and they leave it like that
for hours. Therefore,
people have to wait even longer. Nonetheless, when coming out of the train, the exit sign is not clear. So, the users find it difficult to
know which exit should they go to.

21

Prototype developed
1.The researcher team stated the problems that we found,
and compiled all the researches according to the problems. Then, listed what should be necessary added in the
application.

2.Gave the information to the art team, and designed what


the application supposes to look like.

22

Prototype developed

3. We get feedback from the users, and experts. Experts feedback

Prototype1 feedback
Sometimes we are driving. If your location is not shared, we do not
know that a friend is nearby.If we know,It would be great!.But nowadays
what the current application offers or tell us just it is what is the origin
to a destination.We're going to join or meet a friend harder than ever
because this application does not say this like we didnt where a friend
is or nearby. We already have that drive to meet her.So what we need is
smarter choice, which means that we need a knowledge base system
in order to tell a lot of mobility.I think that if the application is made,
then I would have to think it's not just anyone walk to station, but it
means that we may have to drive and park and ride instead.
However, if the application is smart mobility, it is smart to make
your life better and your trip will be smart .
Associate Professor Dr.Pawinee Iamtrakul (Aj.Mod)
Infrastructure and Transporation expert

23

Users feedback
After test prototype 1 with the 20 users,We got both positive and negative comment to develop and
improve our ideas to generate the application.

24

6.Final prototype

4.Presented the prototype to teacher, and get feedback

Prototype features
5.Use the feedback from teacher and real users to develop
the application

Mobile ticket
weve got this idea from the user interviews. One of the biggest
issue that the users have brought up is the long waiting line. Therefore,
this feature will help them avoid waiting in line, and makes thing faster
than it was.
Omni search
From the user interview, some people who are not familiar with
the BTS line usually dont know where to get in and get off the train.
Therefore, omni search can be a very handy tool to find their locations
and destinations.
25

Prototype features
Top up
Top up is a feature designed to support mobile ticket idea. In order to avoid waiting in line to
purchase the ticket, top up is used to add money to the users balance online. This idea has been
confirm as thing people love us to have on our application from the user interview.
Near me
Near me is a feature that allows the users to see whats the interesting attraction nearby. Moreover, they are able to know whether their friends who using this application is nearby or not, and
have a live chat with them. This feature created from the idea of gamification- social influence,
and customer insight as our target group is people in generation Y who usually loves to update
their lives and associate with their friends. ( seconday research- case study analysis)
Park &ride
Park & ride is the idea that was not in our first plan. However, after getting the suggestion
from the expert, and user interview, we consider it as one of important feature we should have
on our application. We think that it may cause people to want to use BTS more than before.
Direction map
As same as Omni search, direction map makes clearer image for the users on which way
theyre going. It prevent the users from struggling on the map. We found it very useful from the
user interview.
26

Prototype features
Beat my trail
Beat my trails idea was came up from the gamification- ownership. Beat my trail allows the
users to earn their points, and have fun getting level up. Moreover, the result can be share on
social media such as facebook, twitter, instagram, etc.
Exchange & awards
From beat my trail, the points earned can be counted as a discount on ticket fees. Therefore, it
could help influence people to use more BTS. This idea is also from the gamification as well.
News&promotion
News & promotion is added to help BTS board casts their news and promotion. Moreover, we
think that people can be influenced by the promotion the company keeps sending to them. This
is the idea from the secondary research- customer insight.
Safety Pin
According to the secondary research,Safety is a key motivator to choosing ones travel mode
because the personal search for safety while commuting guides peoples mobility decision
Safety Pin is your personal safety companion to take safer decisions, based on the safety score
of the area.Get alerts when you are in an unsafe location. As long as the app is running in the
background, it checks if you have entered an unsafe location. You will receive an alert and can
choose to invite friends or family to track you.
Find the safest route.
You can view alternate routes from one place to another, and select the safest route. It will then
transfer control to Google maps so you can reach your destination safely.
27

T ra c

k M y T ra i l

TRACK MY TRAIL

CENTRAL WORLD
BTS SIAM
5 min by 2.3 km

Safety
Score
Excellent

SEE PHOTOS

Prototype features
Blind ways
Blind ways was built from the ground up with accessibility in mind and inspired by feedback
from the blind community.Blind ways navigational clues are contributed by volunteers who can
easily submit them while theyre waiting for the mass transit system like BTS or MRT or walking in the neighborhood. Those clues help the blind users navigate easily and independently to
work, school and appointments, rather than relying on expensive ride services or favors from
friends and family.
Pokemon Go
It's a great chance for our application to collaborate with Pokemon go application, which is
very popular right now. In order to increase the number of people using bts or mrt, we think that
fun game is a very initial step to encourage people to use more public transportation, while
having a good time playing game during the ride.
Therefore, Pokemon go is going to be one of our feature on the application, which the users
will find the different pokemons on different stations. Especially, we will provide the rare
pokemon with high CP on the bts line that not so many people use, in order to spread out people.
Moreover, the users will be able to hatch 3 times faster on the bts area after the users scan QR
code at the gate

T ra c

k M y T ra i l

TRACK MY TRAIL

See final prototype via this link


https://projects.invisionapp.com/d/main#/projects/prototypes/9787596
.

28

Siam

CP102

Jenny

Go to app

Gamification

29

Element that we selected.

Reward and Earn point

Socialites

One of the key values that good gamification design can


deliver on is improving engagement with the targeted audience, whether it be users and/or other stakeholders. To be
effective for any given application, a significant amount of
thought must be put into understanding what is necessary to
engage and motivate individuals at a deep level.

Defined by a focus on socializing and a drive to develop network of


your friends and contacts that engaged by Friend list,Live chat and
also Share to the social network

30

Section 8
Implementation

31

Section 9
Conclusion

Design process

32

Limitations
What's the impact of our idea ?
Positive Impact
Behavioral change : After users use an application,Their decision making will change.Before they plan a trip to somewhere.They always
consider about time,cost,distance and convenient before making decision. Due to they have to do several activity in a day. so,An application that make convenient for them.
Community engagement : Getting customers talking to each other is a beautiful thing. So its important to reward customers for weighing
in.Most importantly, make giving thanks a daily practice. Showing appreciation for community contributions is one of the best ways to
reinforce the kind of behavior you are after.
Increase users : Provide the users by conveniently way to plan a trip,change the way their make decision by use an application will
increase the number of users to public transport.
Targeted Advertising : The application is non-profit that needs to get the word out about an upcoming fundraiser or a business owner
marketing a new product or service, there's no better way than social network integration get your message in front of millions of people.
Real time information sharing :The application incorporate an omni search feature, which lets people exchange information in real-time
via a chat.Users can also contribute by editing app's maps to fix problems they may see.For example Pin their favorite place and
station,Accident etc.
Eliminate waiting : The app also eliminates the need for "I'm-five-minutes-away" texts to friends. That's because users can see live
updates of their buddies who use Track my trail, as they travel towards an event or meeting spot.
Vehicle Environmental Solutions : To enhance the performance and utility of low emission vehicles.Because they can left their vehicles
and transfer to other public transportation.
A better user experience It is a lot easier and cheaper to make a mobile application based system user friendly across multiple platforms
and various screen sizes.
Easy install and access It takes a couple of minutes to get someone set up on an application. Provide them with the account ID, a user
name, and password then they are away.
Client secure login Impress clients with a modern application portal and improve customer service with a more automated process.
33

Negative Impact

Limitation :Since mobile devices has limited amount of storage and size of the products screen compared to computer, there are limitation
of using apps. For examples, small display screen and overflow of data storage.
Privacy and Security : When downloading applications, users possibly have to allow the publishers to track and analyze their actions. This
would give birth to the loss or abuse of personal information.On the other hand, one may get virus downloaded in mobile devices without
being aware of it.
Costs of developing and marketing : The cost spending on developing apps is high for better quality of application. Since millions of
mobile apps existing in the market, there is both huge time and financial cost to stand out from the fierce competition. Moreover, If spending
on developing application is higher than the profits they earn, there will be deficiency.
Will our idea bring a lasting change?
Destroy barriers to public transport come before accessing the transport system Barriers to the usage of public transport come before the
user enters the transport system.We create an application in order to make the users accessing the transport system fast,conveniently and real
time report because the users need a way to access transport options to create a door-to- door trip. They want to rely on a system that meets
their individual needs.Moreover, long and complex trips with multiple correspondences push people away from using public transport.
Do we need to conduct further research ?
Of course!,The distribution of the Bangkok citizens,average life expectancies,trends,government policy are some of the agents and manifestations of change in our rapidly change. And just as the world is changing apace, so its problems are changing in scale.

34

Section 10
Reference

Behavioral insight / Gamification / Habit forming / Behavioral change

Secondary Research "6 Things I Learned From Applying Design Thinking to Urban Mobility"
(Benoit Colin ,Pulse)

All information about BTS Sky train.

All information about Rabbit card

DIY Toolkit for canvas we used.

Design kit for the implementation.

Case study " MBTA tickets" application.

Case study "Citymapper"

Case study "Waze"

BTS Sky train problem in Bangkok via TripAdvisor

Sustainable development Goal 11

Case study "Trafi"


35

Section 11

36

37

38

39

40

SYSTEM THINKING
some disease

miss the meeting

health problems

other Asian cities in the


region

go to class late

car

go to work late

Accident

Pollution

MRT

BTS

BUS

Risk
lack of transit to other public transportation

motorcycle

Trafc
Congestion

use others public transportation instead

common used
by Bangkok
citizens

hard to use

People use
their own
car (rich)

Ticket boxes are out of date

Side walk

limited and
small evaluator

the price is expensive


the amount number
of trips left cant
check

everyone has
access to the
internet already

the card is
ofine

The design are not


enough inclusive for
disability people

The ticket is
expensive

Not many people


use BTS

Rabbit card

The most station are in the CBD of


Bangkok

still difcult for user

People cant be able to access


other interesting place out of the
CBDs

Bad service
BTS Employees

41

do not receive
the banknote
low income people
cant afford

Too crowded

Limited Reach

prepaid rabbit card


also hard enough

less number of place


to Top-up

Chao Phraya Express


boat

Not pet allowed

take a long time to wait for buy tickets

Ticket boxes

TRAIN

Some station obstruct the


view and sunlight to the
roads

in peak time

Morning

Afternoon

Victory monument station

Lack of decent infrastructure planning

GROUP 5

42

43

44

45

46

Personas

47

48