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Report 1.2.1 Exploring new possibilities for user-centred e-ticketing Analysis report, March 2013 OV-chipkaart Graduation Lab J. Joppien, G. Niermeijer, M.C. Niks, J.I. van Kuijk Faculty of Industrial Design Engineering Landbergstraat 15 2628 CE Delft www.io.tudelft.nl Faculty of Faculty Industrial Design Engineering Delft University of Technology This report is part of the OV-chipkaart Graduation Lab. January 2013 Authors J. Joppien G. Niermeijer M.C. Niks J.I. van Kuijk Project coordination Dr.ir. J.I. van Kuijk Project execution J. Joppien, MSc G. Niermeijer, MSc M.C. Niks, MSc Academic supervisors Dr.ir. B.H.M Gerritsen Ir. L.A.R. Henze Ir. E. Roscam Abbing Project partners Permanente Structuur (in oprichting) Z. Gul IPO N. Broekema SkVV E. Köhler NS J. Mortier RET W. van Oosten Rover T. Boric Contents List of Abbreviations List of Definitions v Summary vi 1 Introduction 1 1.1 Method 2 2 Literature review 7 2.1 Usability, Interaction, Experience 7 2.2 Mental Models 8 2.3 Diffusion of Innovations 9 2.4 Technology Acceptance Model 11 2.5 Technology-Based Self-Service 12 2.6 Conclusion 14 3 Analysis of the Dutch system 17 3.1 Method 17 3.2 History of the OV-chipkaart 19 3.3 Using the OV-chipkaart 23 3.4 Market introduction and public response 26 3.5 Stakeholders 26 3.6 Ecosystem 28 3.7 Usability and use case studies 31 3.8 Conclusion 34 4 Studying the OV-chipkaart usage 37 4.1 Method 37 4.2 User groups 40 4.3 Results 42 4.4 Problem areas in the Customer Journey 56 4.5 Conclusion 60 5 International examples 63 5.1 Method 63 5.2 London 65 5.3 Hong Kong 71 5.4 Key Insights 76 6 Conclusions 81 6.1 Results 81 6.2 Current Experiences 85 6.3 Room for Improvement 86 6.4 Guiding principles: ideal situation 87 6.5 Conclusion 88 6.6 Design briefs 89 References 96 Colophon 105 List of Abbreviations AVM Add-Value Machine CBO Central Back Office CH Clearing House CICO Check-in, Check-out CPS Central Processing Server DPS Depot Processing Server EOD Equipment Operating Data NAL National Action List OVC OV-chipkaart POST Point of Sales Terminal PS Permanent Structure PTO Public Transport Operator PUD Pick-Up Device PVU Personal Validation Unit RSB Routing, Signing & Branding SDOA Specification Document Open Architecture SPS Station Processing Server TLS Trans Link Systems TVM Ticket Vending Machine VAL Validation machine VCF Validator Concentration Feature Wp2000 Wet personenvervoer 2000 (‘Public Transport Act of 2000’) XPS X Processing Server iv List of Definitions User/traveller. This research is concerned with the end-user or traveller. In most cases the term ‘user’ refers to a person performing actions with a card not related to travelling, for example: purchasing or bill payment. We will explicitly describe any other (professional) users if the report refers to them. He/she. We use the masculine third person pronouns indiscriminately throughout the report and can be replaced by the opposite sex: ‘he’ can be ‘she’ as well. Concession. A region wherein one operator has the time-limited monopoly on providing a cer- tain transport service. Granted by an OV-authority and usually acquired through a public ten- dering process. Subscription or season ticket. A ticket that is bought in advance of travelling and pays for (part of) future journeys taking place in a particular timeframe. Often used by frequent travellers to enjoy discounts. OV-chipkaart system. The usage of the term system is reference to the collection of computer systems and hardware elements that are required to make travelling with the OV-chipkaart possible. Travel product loading. Travel products are electronic (season) tickets one can register on a card. One can buy travel products online, at machines or service desks, and your purchase is only valid if you load them onto your card. One card can currently contain a maximum of 12 travel products. Credit balance (auto) top-up. Travellers can purchase credit to store on their card, allowing them to pay for tickets. This can be done at machines or an OV-chipkaart can be linked to a bank ac- count and automatically top-up if the balance drops below a pre-determined threshold. v Summary The OV-chipkaart graduation lab of the TU Delft focuses on developing integral solutions for improving the usability of electronic ticketing for public transport in the Netherlands. The pro- ject is divided into two main phases. The analysis phase, in which the three students work to- gether to analyse the OV-chipkaart system, and the design phase, in which three design solu- tions are developed. This report presentes the findings of the analysis phase. The analysis is based on existing reports and qualitative research. We focussed on identifying usability problems, since the main aim of this graduation lab is to further improve the system. In order to improve it, technological and business considerations are taken into account, however the main focus lies on the human interaction with the OV-chipkaart system. This project is supported by the Permanente Structuur (in formation), the provinces (IPO), city regions (SkVV), Rotterdam public transport operator (RET), Dutch railways (NS) and travellers association Rover. Chapter 1: Introduction The first chapter describes the scope and the relevance of the project. The aim of this report is to determine the (unused) OV-chipkaart possibilities and problems. The main focus is the per- spective of travellers, but in order to come to a good overall user-centred product or service it is important to take into account the business and technology side as well. The Delft University of Technology has the expertise to design, test and improve complex systems such as the OV- chipkaart. Since this project aims at improving the usability of the OV-chipkaart this analysis is conducted qualitatively. According to Kvale (1983) qualitative research goes beyond a surface understanding of people and their interactions with products and services Chapter 2: Literature review Chapter two describes several theoretical concepts to understand users and their actions. Five concepts and theories on innovation and technology acceptance have been reviewed and form a basis for further research. These theories describe the importance of usability and perceived ease of use for users in adopting innovations. vi The Action Model (Rasmussen, 1983) describes and explains the different ways people extract and understand information from a system. The model indicates that people will always try to lower the cognitive load required to operate systems by developing rules and skills. The Diffusion of Innovation Model (Rogers, 1962) segments members of a social system into five categories based on their innovativeness, which follows a normal distribution: innovators (interested in new ideas regardless of geography), early adopters (localites who serve as role model), early majority (deliberate willingness in adopting innovations), late majority (adopts because of economic necessity or peer pressure), and laggards (resistance to innovations). The Innovation decision process (Rogers, 1962) makes clear that the usability of a product is one of the important factors in persuading a potential user to adopt an innovation. The technology acceptance model (Davis, 1989) describes the various factors influencing the adoption of technology by users. Some of these are based on the capabilities and context of the user, and some depend on the technology one tries to implement. Improving any of the deter- minants will lead to a better use behaviour, but depending on the situation, some determinants have more impact than others. And finally the understanding of technology-based-self-service as described by Meuter (2000) and Reinders (2008) helps companies to target different groups of customers, by stressing the advantages for each group. Eventhough technology based self services contain a lot of ben- efits for both companies and customers, companies have to be aware that they always have to provide an alternative solution to their customers and should not rely on technology-based self-services only. Chapter 3: Analysis of the Dutch system An understanding of the broader context, the history of the OV-chipkaart and the interests of the stakeholders involved, led to insights on the Dutch system in general. Desk research and expert interviews were used to outline the business, technology and user side of the system how it is now and how it got implemented. During the 1990s, different operators started to develop a new electronic ticket with the (fi- nancial) support of the government. In 2001, the NS (national rail), GVB (Amsterdam), RET (Rotterdam), HTM (The Hague), and Connexxion (regional bus) formed the Trans Link Sys- tems (TLS) joint venture in order to setup a national electronic ticketing system. On November 3, 2011 the new, national electronic ticketing system, the ‘OV-chipkaart’ took over from the ‘Strippenkaart’. The OV-chipkaart is operated, used and influenced by a variety of stakehold- ers, which has great impact on the way usability problems get solved. vii Chapter 4: OV-chipkaart usage The insights gathered about the Dutch system led us to our own field research. Observations, interviews, questionnaire booklets and OV Loket complaints were used to understand the us- age of the current situation. The findings are visualised in a customer journey map. From the field research, it could be concluded that some of the travellers we have observed encounter usability problems with the OV-chipkaart that may prevent some users from ac- complishing their task effectively, efficiently and with satisfaction. This possibly results in less satisfied travellers as possible and may decrease trust some people have in the OV-chipkaart and travelling with public transport. Three main problem areas could be identified.
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