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Bank Card As OV-Chipcard a User-Centered Strategy for Successful Adoption of the Contactless EMV Bank Card in Dutch Public Transport

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Bank Card As OV-Chipcard a User-Centered Strategy for Successful Adoption of the Contactless EMV Bank Card in Dutch Public Transport Bank card as OV-chipcard A user-centered strategy for successful adoption of the contactless EMV bank card in Dutch public transport Analysis report, March 2016 Expertise Centre for E-ticketing in Public Transport C.G.C. Meeuwsen Faculty of Faculty Industrial Design Engineering 1 2 Bank card as OV-chipcard A user-centered strategy for successful adoption of the contactless EMV bank card in Dutch public transport Analysis Report, March 2016 3 Master Design for Interaction Faculty of Industrial Design Engineering Delft University of Technology This report is part of Expertise Centre E-Ticketing in Public Transport March 2016 (version 2.0) Author C.G.C. Meeuwsen Academic supervisors dr.ir.J.I. van Kuijk ir. E. Roscam Abbing Translink supervisors H. Laarakkers N. Radewalt E. Seijmonsbergen LIST OF ABBREVIATIONS CBO Central Back Office CiCo Check-in, Check-out CJM Customer journey mapping CL Contactless CTA Chicago Transit Authority EMV Europay, Mastercard, Visa EMV-c EMV contactless EMV-pt EMV contactless within public transport IBAN International Bank Account Number NFC Near Field Communication NOVB National Openbaar Vervoer Beraad OV Openbaar Vervoer (Dutch public transportation system) OVCP OV-chipcard PAN Primary Account Number PAYG Pay As You Go PIN Personal Identification Number POS Point-of-Sale PTO Public Transport Operator RTA Regional Transportation Authority SEPA Single Euro Payments Area SIM Subscriber Identification Module TCO Total Cost of Ownership TfL Transport for London TLS Trans Link Systems EXECUTIVE SUMMARY To cope with problems concerning the OV- has to deal with and that the position of EMV- chipcard, the Nationaal Openbaar Vervoer pt in relation to other future developments is Beraad (NOVB) created a future vision crucial for a successful implementation. Next document in which to implement contactless to this investigation of the separate worlds of EMV bank cards within public transport (EMV- EMV and public transport, a closer look was pt) in order to increase traveller satisfaction. taken at the current situation of the EMV-pt The aim of this analysis is to discover what development. This showed that the EMV-pt in factors contribute to the successful adoption the Netherlands is going to be the product of a of EMV contactless (EMV-c) within public complex cooperation and that unity is needed transport. Because experience with the OV- in design and service to avoid confusion chipcard has shown that it is important to amongst travellers. Even though several deal with a new development through a user- issues have already been identified because centered and integral approach, the main the EMV-pt model currently considered for focus for this research will be the perspective the Netherlands is based on the already of the user. working London model, there is still a big emphasis on technology and business issues In order to see what has been written about and user issues are relatively unknown or the adoption of new technologies, a literature highly connected to the existing OV-chipcard. study was preformed. This study focused on the topics of technology acceptance, trust To identify these user issues and to know just and user behaviour. A new model was created how people will react to using their contactless by combining the trust adapted Technology bank card in public transport, a study abroad Acceptance Model and the Information was conducted to look at contexts that already Success Model in order to make a model have EMV-pt implemented. The situation in that is more suitable for the implementation the Czech Republic was analysed to get a of EMV-pt. This model shows that there are better understanding of what it means to pay two moments one can design for the traveller with an EMV contactless bank card because when it comes to the adoption of a new the country has a widespread acceptance of technology. These moments, which influence EMV-c. Next to that, the cities Chicago and the expected and the experienced qualities London have been visited in order to analyse the traveller perceives, can be influenced by the adoption of EMV-pt within their public various factors connected to the design of transport systems. Within these contexts the new technology. When these qualities are users and employees have been observed perceived as satisfying for the user the new and interviewed and the contactless bank technology is more likely to be adopted. card has been used multiple times in order to get first hand experience. The data of the Since the new development combines the research led to the identification of problem worlds of transit and banks, a study was areas and helped in creating insights. The conducted to find out what the limitations data collected has also been used to map and opportunities are of EMV and what out the customer journey of the transit user requirements this sets for introducing it in in London to identify problems and relevant public transport. This showed that there are design opportunities. many existing restrictions and barriers one PRE-TRAVEL EXPERIENCE TRAVEL EXPERIENCE Orientation Registration Preperation Check-in Station Travelling Interchange Check-out Verification Reflection Checking where it is Connecting the Selecting a fast and Check-in to enter public Finding the right Seamless travelling Finding the platform Checking out and Checking statements Solving problems possible to use the bankcard to a TfL easy route to the final transportation vehicle platform, purchasing from A to B of the conneting exiting the station to see whether that occured during GOALS contactless bankcard account to see travel destination items for the journey vehicle and getting or vehicle journey has been the journey and in public transport history and relax before the there on time correctly debited. give feedback on and seeing how much journey starts Get travel receipt for experienced service The results show that there are still many it costs reimbursement. The TfL website, With a couple of easy TfL service personnel, Since I do not have to The station provides The journey will be Transfer . Continuing Check-out will be My bank statements It is clear where the sevice personal and steps I can link my bank the TfL website and the top up my bank card, information on delays comfortable and the travel will be possible possible and location will show me which complaint can be made EXPECTATIONS information signs will card to my TfL account station will give me an checking in will be easy and basic travel destination will be (check-in) will be clear. Machines trips have been made and the problems can pitfalls when it comes to implementing EMV- provide me with all on the website overview of all the travel and will be similar to information. The station reached on time. will give feedback and will give a clear and be instantly solved the information for information. checking in with the has shops. about the journey and accurate overview pt and that studying these contexts can really my travel Oystercard its costs help in avoiding them. The Czech Republic TOUCHPOINTS gave an impression on how contactless USER Searching for JOURNEY information at station transactions work in a different context and STEPS Check-in Riding a public Check-out Check-out transport vehicle & check-in Searching for Connecting bank account Going from home to the information at home to TfL account station and look for info what it would mean to rely on non textual Journey costs BACK OFFICE are calculated at STEPS end of day and Bank data is connected Blacklist checked, card Card authorisation Card is authorized or Store data Check-out data is Stored journey data send to bank feedback. In this country the results showed to TfL account gets accepted or process starts send to blacklist for CiCo stored on device will be shown -Hard to see -The TfL website gives -Card clash -Station and platform -Uncertainty -No CiCo feedback -Hard to keep track of -Not always clear which compatibility range and clear instructions -Uncertainty machine provide little travel travel costs -Uncertainty travel statements organization has to be that there is not much consistency, both in differences information and connecting bank EMV-c compatibility when checked in -Denied check-in due to travel costs -Statements are contacted CURRENT on station card to TfL account -Unclear, check-in authorization -Card clash stacked together -Problem can not be EXPERIENCE -Insufficient knowledgeLondon is simple Customerpoints + check-in Journey and - Page 58-Card clash -Forgetting to -Statements arrive late solved at the moment service personnel error feedback -No feedback check-out -Site provides good the mistake is made readers as well as in bank regulations, and -TfL Website provides -Working inconsistency -Exiting through overview clear information -Denied check-in wrong barrier -Foreign bank card fees that it is difficult for users to rely on their USER EMOTIONAL CURVES Subjective previous experiences to make contactless Norm transactions. Research in Chicago showed that the complex nature of the working Expected Intention Use Experienced Satisfaction principle of EMV-pt in their system combined Qualities of Use Qualities about Use with the unreliable service of the payment Perceived Perceived Perceived Experienced Experienced Experienced system and added transfer costs resulted in Risk Usefulness Ease of Use Risk Usefulness Ease of Use poor adoption. The results in London pointed This is Frank He checks in. And takes the train. out that there is a big group of incidental travellers that use EMV-pt. Research also System Information Service showed that travellers have to deal with a EMV-pt FeaturesAcceptanceFeautures ModelFeatures - Page 65 • Travel Range • Feedback • Information Communication • Travel Speed • Feedforward • Staff • Travel Costs • Speed of knowledge large information gap at check-in and check- Information • Ticket Costs • Introduction • Travel out (CiCo) points causing confusion and Overview And today he is going to his doubt and that information concerning EMV- appointment using public transport instead of a car.
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