Self-driving bus service models and passengers User Experience

Post published on Mobility Technologies.

In the last months automotive world is talking a lot about autonomous and self-driving vehicles both for private and public transportation. During my day researches one day I found the exciting call for collaboration for Olli, the self-driving vehicle produced by Local Motors.

Designing the autonomous bus user experience is a complex task: for first because self-driving buses will serve the traditional public transportation diversified and multi-age target; second because without the driver and, in some cases, without a fixed route, passengers will have some new functional and informational needs.

The first part of my project started with a Service Design session focused on what kind of transportation services a self-driving bus can serve.

Personal on-demand shuttle

It’s like a Taxi/Uber, but less exclusive and more spacious. It brings one or more people from A to B. It can be reserved days in advance and can make various stops during a single dedicated service. The served area is restricted.

Shared on-demand shuttle

It’s like public transport service except for the fact that passengers can add a personalized stop to the route within the bus pertaining area. The route is dynamically optimized depending on users destinations and pick-up calls. The high level of complexity makes this service ideal for closed areas like small districts, big companies, entertainment parks etc.

Public Transport

It’s exactly the same public transport service as we know it.

Delivery service

It’s like sending objects using a shipping company, but instead of giving the package to a human, users will schedule the shipment using an app or a dedicated device in the bus, and then they store the package in a secured housing inside the vehicle. The recipient will track the shipment in real-time and will be alerted when the bus is at the delivery point (or in front of his door). This service can be added to the “Shared on-demand shuttle” one, or it can be configured as an automated delivery service with customized buses and dedicated physical hubs.
This delivery service model is useful for companies that need to transport small parts within a relatively big space, or in modern cities creating a sort of fully automated shipping/delivery hubs for connecting wholesale shops and retails stores.

After this first Service Design session, I started a User Centered Analysis focused on the self-driving bus passengers needs. For designing a real accessible service, I defined only “analogue” needs excluding all the information/functions that a smartphone app could have. What you read is what my grandmother or a manager with a dead smartphone could need for using an autonomous bus.

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I'm an husband, a Digital Product Manager, a Capoerist and an automotive enthusiast based in the Milan area. This is my personal website where I write about Digital Communication, Product Design, User Experience and Web Marketing. Currently open to new challenges and interesting projects among Italy and Brazil.

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