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Filipe Maciel Gonçalves Mapping the Tourist

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Filipe Maciel Gonçalves Mapping the Tourist Universidade de Departamento de Comunicação e Aveiro Arte 2015 FILIPE MACIEL MAPPING THE TOURIST EXPERIENCE IN GONÇALVES TRAINS THROUGH HUMAN-CENTRED DESIGN Universidade de Departamento de Comunicação e Aveiro Arte 2015 FILIPE MACIEL MAPPING THE TOURIST EXPERIENCE IN GONÇALVES TRAINS THROUGH HUMAN-CENTRED DESIGN: ELICITING NEEDS AND DESIRES FOR A FUTURE MOBILE APP MAPEANDO A EXPERIÊNCIA TURÍSTICA EM TRENS ATRAVÉS DO DESIGN CENTRADO NO SER HUMANO: DESCOBRINDO NECESSIDADES E DESEJOS PARA UMA FUTURA APLICAÇÃO MÓVEL Dissertação apresentada à Universidade de Aveiro para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Comunicação Multimédia, realizada sob a orientação científica do Doutor Rui Manuel de Assunção Raposo, Professor auxiliar do Departamento de Comunicação e Arte da Universidade de Aveiro. O júri / The jury Presidente / President Professora Doutora Ana Carla Amaro Professora auxiliar da Universidade de Aveiro Vogais / Committee Professor Doutor Vitor Manuel Gomes Roque professor adjunto do Instituto Politécnico da Guarda Professor Doutor Rui Manuel de Assunção Raposo professor auxiliar da Universidade de Aveiro Agradecimentos To my parents Gilmar and Ligia, for having abdicated Acknowledgement everything on behalf of my education, comfort and well-being. For believing that every effort would be worth it, even when all circumstances could say the opposite. To my sister Bárbara, for all love and support during my journey far away from home. To my supervisor in Portugal, Rui Raposo, PhD. for believing in my potential, sharing his knowledge and guiding me during this study. To my supervisors and colleagues in Belgium, Karin Slegers, PhD., David Geerts, PhD., Marije Nouwen and Françoise Van Dessel, for the amazing support and knowledge shared during all my stay in the Centre of User Experience Research. To the professors Tobias Mulling, Helena de Araújo Neves and Pablo Lisboa, for all motivated and inspired words said during my final presentation for the Digital Design degree. To Uiara, Tati, Marlene and Stipy for all support and willingness to help me with this study from the beginning to the end. To Annika for being there in the best possible way to support me and give me strength to carry on the thesis also during difficult times. To all participants of the user researches who devoted part of their time in order to help this study. Muito obrigado! Thank you! Dank u wel! Gracias! Kiitos! Palavras-chave Design centrado no ser humano, experiência do usuário, pesquisas com usuários, m-Tourism, informação nos transportes. Resumo O trabalho de investigação aqui apresentado expõe as necessidades, desejos e necessidades futuras de turistas durante a experiência turística através do uso de trens na Bélgica, com foco na futura criação de uma aplicação móvel que suporte não somente a obtenção e uso da informação durante a viagem férrea, mas também alguns fatores relacionados com as fases de antecipação e experiência no destino. Para isso, foram planejadas e executadas três metodologias qualitativas de pesquisa do usuário distintas: observações, entrevistas de grupo focal e jogos de mesa como ferramenta geradora de ideias. Além disso, foram desenvolvidos Personas e cenários de contexto com o objetivo de iniciar a transição entre o processo de pesquisa e design. Este trabalho foi desenvolvido em um programa de mobilidade entre a Universidade de Aveiro e Katholieke Universiteit Leuven. Está redigido em Inglês, o que representou um desafio para o pesquisador, que é brasileiro e tem português como idioma oficial. Keywords Human-centred design, user experience, user researches in design, m-Tourism, information in transports. Abstract The presented research elicits the behaviour, needs and desires, in addition to future needs, of tourists during the tourist experience through the use of trains in Belgium, with a focus on the future creation of a mobile application that supports not only the collection and use of information during the train trip, but also some factors related to the anticipation and on-site experience. Three different qualitative user research methodologies were planned and carried out: observations, focus group interviews and board games as generative tool. In addition, Personas and context scenarios were developed in order to start bridging the research-design gap. This study was developed during a mobility program between University of Aveiro and Katholieke Universiteit Leuven. It is written in English, which represented a challenge to the researcher, who is Brazilian and has Portuguese as the mother tongue. TABLE OF CONTENTS LIST OF TABLES III LIST OF FIGURES IV 1. INTRODUCTION 2 1.1. CONTEXT AND MOTIVATION 3 1.2. RESEARCH PROBLEM 3 1.3. RESEARCH QUESTION 5 1.4. GOALS 6 1.5. STRUCTURE OF THE WORK 7 2. E-TOURISM 10 2.1. E-TOURISM: TOURISM AND THE ICTS 11 2.2. TOURISM EXPERIENCE CYCLE 13 2.3. INFORMATION IN TOURIST TRANSPORTATION 23 2.4. M-TOURISM: USE OF MOBILE DEVICES IN TOURISM 27 2.5. CURRENT STATE-OF-THE-ART 35 3. HUMAN-CENTRED DESIGN 48 3.1. WHAT IS HUMAN-CENTRED DESIGN 49 3.2. DESIGNING THE USER EXPERIENCE 54 3.3. USER RESEARCH: UNDERSTANDING USERS THROUGH QUALITATIVE RESEARCH 58 3.3.1. DIRECT OBSERVATIONS 62 3.3.2. FOCUS GROUP INTERVIEWS 64 3.3.3. BOARD GAME WORKSHOPS AS GENERATIVE TOOL 67 3.3.4. PERSONAS & SCENARIOS 70 4. RESEARCH DEVELOPED 78 4.1. INTRODUCTION 79 4.2. OVERVIEW OF BELGIAN TRAIN SYSTEM 80 4.2.1. OFFICIAL SOURCES OF INFORMATION 81 i 4.2.2. TYPES OF TICKETS AND PAYMENT METHODS 89 4.2.3. LANGUAGES 94 4.2.4. STRUCTURE OF EACH STATION AND ITS FACILITIES 95 4.3. OBSERVING IN THE FIELD 97 4.4. INTERVIEWING GROUPS 101 4.5. PLAYING WITH USERS 106 4.6. ANALYSIS OF THE DATA GATHERED 112 4.7. BRIDGING THE RESEARCH-DESIGN GAP 118 5. RESULTS 124 5.1. USER REQUIREMENTS FOR TOURISTS 125 5.1.1. PRIMARY INFORMATION: COLLECTING AND UNDERSTANDING 125 5.1.2. BUYING AND USING A TICKET 136 5.1.3. GETTING TO KNOW THE RULES 141 5.1.4. FACING LANGUAGE BARRIERS 142 5.1.5. CONSTANT REASSURANCE AND BEING UP TO DATE 144 5.1.6. MANAGING UNEXPECTED EVENTS 146 5.1.7. BEHAVIOUR ON BOARD 147 5.1.8. COMPLEMENTARY INFORMATION: FINDING AND USING 149 5.1.9. MANAGING TIME 153 5.1.10. SOCIAL FEATURES 154 5.2. MAIN DIFFERENCES BETWEEN TOURISTS AND COMMUTERS 155 5.3. PERSONA-BASED SCENARIOS 159 5.4. DISCUSSION OF THE RESULTS 172 6. CONCLUSIONS 180 6.1. CONCLUSIONS 181 6.2. LIMITATIONS OF THE STUDY 183 6.3. FUTURE WORK 184 REFERENCES 186 ii LIST OF TABLES 1: Example of activities during the five phases of the tourist experience ...................... 22 2: Characteristics of the use of train in transport ............................................................ 24 3: Use of smartphones during the tourism experience cycle ......................................... 33 4: General information about the apps ............................................................................. 38 5: Language support of the apps ...................................................................................... 39 6: Comparison of general characteristics regarding a public transportation trip ....... 40 7: General overview of official sources of information provided by Belgian Rail .......... 81 8: Availability of tickets according to the distribution channel ...................................... 93 9: Availability of payment methods according to distribution channel ......................... 93 10: Structure of the behavioural variables and categories ............................................ 119 11: Sarah’s based scenario ................................................................................................ 161 12: Carlos’ based scenario ............................................................................................... 165 13: Liisa’s based scenario ................................................................................................ 169 iii LIST OF FIGURES 1: Five phases of the tourist experience ........................................................................... 15 2: Index of some of the content available on TripAdvisor website for Istanbul, Turkey18 3: Flight details from Porto to Brussels on Momondo website. ...................................... 19 4: Classification of tourist transport ................................................................................. 24 5: Smartphone’s population penetration in a global scale.............................................. 27 6: Subscriptions of mobile devices worldwide ................................................................. 28 7: Subscriptions of mobile devices in Western Europe ................................................... 28 8: Smartphone behaviour among adults aged between 18 and 34 years in U.S. .......... 29 9: Total digital media time spent by platform in U.S. ..................................................... 30 10: Forecast for smartphone subscriptions and traffic in Europe by 2020.................. 30 11: Services accessed through smartphones in different situations .............................. 32 12: Evolution of three generations of e-Tourism .............................................................. 32 13: Percentage of mobile respondents who frequently engage with travel activities... 34 14: Worldwide Smartphone Operating System Market Share ........................................ 36 15: Example of review about certain mobile application on Google Play ....................... 37 16: Route planner with high-level of personalisation ......................................................
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