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OV-Betalen for International Travellers Arriving at an Airport in the Netherlands

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OV-Betalen for International Travellers Arriving at an Airport in the Netherlands OV-betalen for international travellers arriving at an airport in the Netherlands Analysis report, March 2016 Expertise Centre for E-ticketing in Public Transport Larissa Q. Lehr Faculty of Faculty Industrial Design Engineering OV-betalen for international travellers arriving at an airport in the Netherlands Analysis report March 2016 Delft University of Technology This report is part of the Expertise Centre for E-Ticketing in Public Transport March 2016 Author Larissa Q. Lehr Project coordination Dr.ir. J.I. van Kuijk [email protected] Project execution Larissa Q. Lehr, MSc Academic supervisors Dr.ir. M.S. Kleinsmann Dr.ir. J.I. van Kuijk Project partners Connexxion (bus transport operator to and from Schiphol airport and Amsterdam’s surroundings) GVB (Gemeentelijk Vervoerbedrijf, Amsterdam’s municipal transport operator) KLM (Koninklijke Luchtvaart Maatschappij N.V., in in English Royal Dutch Airlines, the largest Dutch carrier airline) NS (Nederlandse Spoorwegen, in English Dutch Railways, which is the primary Dutch rail transport operator) RET (Rotterdamse Elektrische Tram, Rotterdam’s municipal transport operator) Schiphol Group (which operates Schiphol airport and Rotterdam - The Hague airport) 3 Contents List of Abbreviations 7 List of Definitions 8 Executive Summary 10 01 - Introduction 14 1.1 Project Setup 16 1.2 Relevance: OV-betalen for international travellers arriving at an airport 17 1.3 Problem Statement 20 1.4 Project Goal 20 1.5 Vision & Mission 20 1.6 Method: Research Phase 21 02 - Literature Research 24 2.1 Introduction 25 2.2 Human-Product Interaction 26 2.3 User Centred Service Design 28 2.4 Conclusions 34 03 - The public transportation system & international travellers in the Netherlands 36 3.1 Introduction 37 3.2 Workings of the Dutch Public Transportation System 38 3.3 Payment: Ticket Options 42 3.4 International Travellers in the Netherlands 46 3.5 Conclusions 56 04 - Method 58 4.1 Introduction 59 4.2 Data Collection 60 4.3 Benchmark Case Selection 64 4.4 Data Analysis 68 4 Contents 05 - General findings: travel phases & traveller types 72 5.1 Introduction 73 5.2 Customer Journey: Travel Phases & Steps 74 5.3 Traveller Segmentation 77 5.4 Conclusions 88 06 - Usage of OV-betalen by international travellers 90 6.1 Introduction 91 6.2 Customer Journey: Assessment of current experiences by travel phase 91 6.3 Conclusions 112 07 - Benchmark: Usage of public transportation tickets by international travellers 114 7.1 Introduction 115 7.2 Context Description 115 7.3 Cross-case Analysis 122 7.4 Conclusions 135 08 - Conclusions & Discussion 136 8.1 Introduction 137 8.2 Types of International Travellers 138 8.3 Travel Phases 138 8.3 Purchase & Usage of OV-betalen: Room for improvement 139 8.4 Benchmark Comparison 146 8.5 Limitations 146 8.6 Next Phase 148 References 150 Figure References 155 Colophon 161 5 6 List of Abbreviations AVM Add-value Machine DOT Din Offentlige Transport (Danish), in English Your Public Transport EMV Europay, MasterCard, and Visa - global standard for credit and debit payment cards based on chip card technology, named from the card schemes that originally developed it GVB Gemeentelijk Vervoerbedrijf (Dutch), in English Municipal Transport Company (in Amsterdam) lenM Infrastructuur & Milieu, in English Ministry of Infrastructure and Environment KLM Koninklijke Luchtvaart Maatschappij N.V. (Dutch), in in English Royal Dutch Airlines MTRCL Mass Transit Railyway Corporation Limited (in Hong Kong) NBTC Netherlands Board of Tourism & Conventions NS Nederlandse Spoorwegen (Dutch), in English Dutch Railways OV Openbaar Vervoer (Dutch), in English public transportation PSS Product service system PTO Public Transportation Operator RET Rotterdamse Elektrische Tram (Dutch), in English Rotterdam’s Electric Tram TfL Transport for London (Transportation system in Greater London) TLS Trans Link Systems TVM Ticket vending machine WOM Word of mouth 7 List of Definitions Check-in & Check-out: When travellers validate their electronic payment card when entering (check-in) or exiting (check-out) the public transportations system, either on gates at stations or validation poles at stations or vehicles. Concession: A concession as defined by the Oxford Dictionary is: “A thing that is granted, especially in response to demands.” Or “The right to use land or other property for a specified purpose, granted by a government, company, or other controlling body.” (Oxford dictionaries: concession, n.d.) Customer Journey (Map): “The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service.” (servicedesigntools.org, n.d.) Feedforward: Feedforward is understood as the opposite of feedback: when the users receive information or cues that explain or hint what actions are coming next or on how to continue. (Norman, 2013, p.72) Interaction: “Bi-directional information exchange between users and equipment.” (Source: ISO 9241-210:2010) Journey & Trip: In this report a journey refers to the whole activity of travelling from A to B, while a trip refers to a segment within the journey. Thus, a journey can consist of multiple trips. For example, when going from Schiphol airport to Waterlooplein metro station in Amsterdam, the journey is Schiphol Airport to Waterlooplein and the trips within the journey are from Schiphol to Amsterdam Centraal (trip 1) and from Amsterdam Centraal to Waterlooplein (trip 2). Meaningful interaction: The concept of “Meaningful Interactions” (MI) describe the reactions and emotions triggered through objects, they rationalize the relationship between people, products and contexts. These are relevant for the design field as MI provide theoretical rationalization on design studies and processes. (Gomes de Madeiros, 2014) OV-betalen: Multiple forms of OV-chipcards exist and the sum of these ways of payment for public transportation in the Netherlands is labeled “OV-betalen”. OV-betalen translated into English means public transportation payment. 8 List of Definitions OV-chipkaart/OV-chipcard: A smartcard the size of a credit card that enables public transportation users in The Netherlands to travel on all modes of public transport. In this report the OV-chipkaart refers to the plastic electronic card itself, while OV-betalen includes different forms of public transportation tickets and their respective travel products, see next definition. Personas: Personas are fictive characters that represent the users of a product-service system, they are developed using insights from the field research. In this report the personas exemplify different types of travellers (chapter 5). “The purpose of personas is to provide a reliable representation of the key audience segments for reference. The included questions and areas of discussion will help you construct a “picture” of the visitors to your site (product, service). “(usability.gov) Top-up: Adding balance or loading money to the electronic public transportation payment card. Touchpoint: “Every contact point between the customer and the service provider.” (Stickdorn, 2011) E.g. ticket vending machine Travel product: Electronic (season) tickets that can be loaded on an electronic public transportation payment card. Travellers/users: In this report usually the terms travellers and users describe international travellers arriving at an airport in the Netherlands or to London, Hong Kong and Denmark (benchmark locations, see chapter 4). In some cases the word will refer to all sorts of travellers, however in most cases it refers to international travellers. These are also referred to as foreign travellers. Usability: The “extent to which a system, product or service can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.” (Source: ISO 9241-210:2010) User Experience: A “person’s perceptions and responses that result from the use and/or anticipated use of a system, product or service.” (Source: ISO 9241-210:2010) 9 Executive Summary Project Introduction The graduation project “OV-betalen for international travellers”, which is part of the Expertise Centre for E-Ticketing in Public Transport at TU Delft’s faculty of Industrial Design Engineering, proposes a design- oriented approach and design solutions to the current problems regarding the way international travellers who arrive to the Netherlands at an airport, use public transportation in the Netherlands. The focus of this project lies on ticket payment. This report is the first part of a larger project, which consists of two main phases: a research phase and a design phase. This report (the first phase) presents the current situation of international travellers, arriving at an airport in the Netherlands and their usage of OV-betalen. The study is complemented by a benchmark study of similar systems in London, Hong Kong and Denmark. Ultimately, the research phase provides insight on what it means to purchase and use public transportation tickets in order to develop solutions in the design phase. In this project the TU Delft cooperates with Connexxion (bus transport company to and from Schiphol), GVB (Amsterdam municipal transport), KLM (largest Dutch carrier airline), NS (the primary Dutch rail transport operator), RET (Rotterdam’s municipal transport) and Schiphol Group (operates Schiphol and Rotterdam-The Hague airport). Relevance Purchasing public transportation tickets in the Netherlands is a hurdle due to OV-betalen,
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