Introducing The Project.
Murdoch Post Graduate Service Design Project | 2022
Initially the Department of Transport presented us with the problem of needing to increase the uptake of low to zero emission transport. We were tasked with developing an information resource using design thinking principles that could demystify and facilitate the uptake of such transport in Western Australia. (Accelerating Lower Emissions 2022)
"Can You Accelerate the Uptake of
Low Emission Transport?"
Through research, investigation, and various design thinking methodologies, we have redefined the project problem as follows: Reducing emissions in WA’s transport sector is a very largescale wicked problem. In order to assist the public with lowering their transport emissions, we need to look beyond simply electric vehicles, or public transport, and consider the wide variety of pathways available to lowering transport emissions.
Therefore, we will need to co-design a comprehensive and interconnected information system for the general public that provides accessible, reliable and educational information about their alternative sustainable mobility options and empowers them to make informed, climate-conscious travel choices.
The Project Challenges.
The following represent the challenges faced by this project:
The following represent the challenges faced by this project:
1. The WA transport sector’s greenhouse gas emissions have increased by 45% since 2005 and continue to rise. How can the Department of Transport be most effective in influencing lower emission transport choices?
2. Customers have difficulty accessing credible information about lower emissions transport including electric vehicles, as the information is spread over many sources and competes with misinformation on social media.
3. The Department of Transport does not have a clear understanding of what motivates or inhibits peoples’ preferred travel options.
4. The Department of Transport does not have clarity about how people can be encouraged to include climate and energy efficiency in their travel decisions.
The Project Objectives.
The following objectives were used to give clear direction to the project:
1. To identify actions people can take to reduce their greenhouse gas emissions associated with transport.
2. To understand how people currently access information to reduce their transport greenhouse gas emissions.
3. To determine the information that people want to know about environmentally sustainable transport options and where and when they would look for it.
4. To identify target groups that could benefit from specific messaging about environmentally sustainable transport options – and what the messages and information should be.
Research Methods.
Our research methods have included forms of desk research, academic research and ethnographic, research. We have used this research to analyse issues, develop understanding of problems, and empathetically explore the experience of those affected by the project.
Our research methods have included forms of desk research, academic research and ethnographic, research. We have used this research to analyse issues, develop understanding of problems, and empathetically explore the experience of those affected by the project.
Service design, as mentioned, is human centered at its core, and to approach this complex problem we needed to establish an empathetic and hands on approach with the people directly affected by the project. Our first step in the design process was to uncover who the project impacted and understand what people truly needed; this was achieved through human research.
This process needed to be genuine, as we wanted people to naturally tell us their stories and experiences to allow appropriate solutions to form. Conducting research into people’s mobility preferences and how they accessed information, helped empower our decision making throughout the project.
"We wanted people to naturally tell us their stories and experiences to help us construct an effective and comprehensive information system."
For this project, it was paramount to acquire insight into the perspectives, experiences and opinions of the public when it comes to transport and mobility. To gather this information, we conducted ethnographic research based on the five key stakeholder groups we had determined within Perth:
- General public
- Government
- Public Services (i.e. Hospitality, Emergency Services, Maintenance)
- Business
- Tourism
Co-Design Sessions.
Melville Senior High School.
The team conducted two workshops with a Year 9 design class from Melville Senior High School. In these workshops, we implemented the previous prototyping activities to engage the kids to give feedback and ideas on the concepts. Having access to the younger minds of the Year 9 students at Melville allowed for an imaginative and restraint-free perspective that we were not able to gain from other co-design sessions and from our own team ideation sessions. In doing so, we were able to explore ways of enhancing each of our concept systems by identifying problems and areas for improvement.
Melville Senior High School.
The team conducted two workshops with a Year 9 design class from Melville Senior High School. In these workshops, we implemented the previous prototyping activities to engage the kids to give feedback and ideas on the concepts. Having access to the younger minds of the Year 9 students at Melville allowed for an imaginative and restraint-free perspective that we were not able to gain from other co-design sessions and from our own team ideation sessions. In doing so, we were able to explore ways of enhancing each of our concept systems by identifying problems and areas for improvement.
This experience was valuable for the team to practice their co-design skills and in communicating our ideas and process to those unfamiliar with the project. This came with the challenge of finding ways to keep the students engaged and motivated to complete the activities given to them to receive useful data out of the session. After having the first session with the students we were able to readjust our plan for the second session and prepare activities that would receive the most feedback and include prizes for student engagement. From this we were able to find what a younger target audience was most interested in and use these insights to add entertainment value to our concepts.
The Department of Transport.
Co-design sessions with the Department of Transport allowed us not only to receive feedback regarding the concepts, but also to understand the barriers that may cause challenges for further progress with the project and useful resources that could assist us. The prototyping activities were once again used to gather this information from the members of the DoT in these sessions, as well as use of activities from the first semester such as viability mapping.
To make best use of the restricted time given to us in these sessions, we were able to adapt and combine some of these activities to ask questions about the possibility of these concepts from the DoT’s perspective and any available resources that could help us overcome any challenges they foresaw. These insights early in the prototyping stage allowed us to take these into account when planning out our low and high-fidelity prototypes and increase the chance of uptake after project handover.
Initial Concepts.
The activities of the previous chapter allowed us to determine the most suitable concepts from the pool of ideas that we generated. They also provided a framework for us to categorise ideas and link them by similarity. From these activities we developed a series of concepts that interconnect to create a robust and effective Information System.
The information system we are proposing consists of four concepts, each with their own sub-system of touchpoints that can be used to reach a variety of people, organisations and bodies in Perth.
The four concepts we propose for this project are:
The four concepts we propose for this project are:
- Information Mobility Advertising Campaign
- Sustainable Travel Guide
- Sustainable Travel Guide
- Educational Mobility Seminars
-Personal Mobility and Emissions Tracker App
Information System vs Information Resource.
The four previously mentioned concepts effectively illustrate the need for a system rather than an information resource. A single PDF or information resource is limited; it is static, and only really concerned with what information is being presented. An information system on the other hand, is dynamic, and not only concerned with what information is being presented, but also how that information is being presented.
This journey map depicts all the individual touchpoints from all four concepts that make up our proposed information system; through this journey map, the difference between an information resource and an information system can be demonstrated. On this journey map, a single information resource would be displayed on this map as just 1 touchpoint; from the number of different pathways presented on this map, it is clear to see that one, single touchpoint (due to its limited reach) would not be able to accommodate the diverse journeys of the wide range of stakeholders we have identified.
Due to the limited reach of one, single touchpoint, each of the concepts we have created also consists of its own sub-system of touchpoints.
This journey map depicts all the individual touchpoints from all four concepts that make up our proposed information system; through this journey map, the difference between an information resource and an information system can be demonstrated. On this journey map, a single information resource would be displayed on this map as just 1 touchpoint; from the number of different pathways presented on this map, it is clear to see that one, single touchpoint (due to its limited reach) would not be able to accommodate the diverse journeys of the wide range of stakeholders we have identified.
Due to the limited reach of one, single touchpoint, each of the concepts we have created also consists of its own sub-system of touchpoints.
Concept Mapping.
Our original concept map was designed to map out all our initial touchpoint ideas. Using this, we were able to identify four concept systems of touchpoints that would work well together.
However, as the project evolved, so too did our information system. To illustrate the evolution of the interconnected information system, the concept map – like our four concept systems - went through several iterations.
The third and final iteration of the concept map was the Information System Map, which illustrated the all the touchpoints in the final interconnected information system we have developed. This built on the Concept System Map but removed a few touchpoints from some of the concept systems which, after further research and investigation, we had identified as holding considerably less value (e.g., The brochure version of the Pocket Travel Guide). Additionally, some connections which had been missed (such as the Transperth App Update’s connection to the Pocket Travel Guide) were also added.
There's Another Way, WA:
The Finalised Information System.
The Another Way, WA: Campaign.
The Another Way, WA campaign aims to raise awareness of climate change and the effects of travel emissions through various forms of advertising, sponsorships and promotional items. The face of the campaign is our original character and Another Way mascot, “Emmett the Emu”. The campaign encourages viewers across targeted locations and media to use alternative forms of sustainable transport through relatable travel behaviour and needs, engaging and directing them to the main information source of the campaign, the website. The campaign content has been refined to utilise phrases focusing on sustainable travel options, shown through the travel behaviours of Emmett the Emu.
The Another Way, WA: Pocket Travel Guide.
The ‘There’s Another Way, WA: Pocket Travel Guide’ is a tangible, yearly, and 100% recyclable pocket guide, educating and encouraging travellers to make responsible and sustainable travel options when traversing Western Australia. Acting as a Trojan Horse and the niche sustainable travel guide, this output capitalises on the market gap, providing Perth’s general public with easily digestible and interactive content. The pocket travel guide breaks the mould of conventional travel guides, providing yearround events, sustainable travel options to these events, a scavenger hunt, games on the go, and tear-away pages for continuous life.
With the world becoming increasingly attached to their devices, having a tangible product that appeals to the senses has immense value; although a simplistic approach, the output encourages the public to change their behaviour patterns to environmentally friendly travel.
The Another Way, WA: Community Outreach Program.
The “There’s Another Way, WA: Community Outreach Program” creates partnerships between schools, universities, and government organisations to develop innovation for sustainability. From the perspective of a government department, like the Department of Transport, this program will provide the opportunity for outreach into the community through education in schools. Our research has uncovered the limitations of innovation from a siloed perspective and the need to foster collaboration to create lasting change. In response to this research, we have expanded the scope of the “Outreach Program”, developing it into a program for “Educational Partnerships for Sustainable Innovation”.
In this formulation, the previous “Outreach Program” would be delivered alongside an “Intern Program”, and a “Design Thinking Program”.
The Another Way, WA: Update.
The “Another Way” Update is designed to encourage and assist users when it comes to making sustainable travel choices. Envisioned as an addition to the Transperth app, this update would add new functionality including a points system, merchandise store, achievements system, competitions, comprehensive user profiles, and greater control over settings and push notifications. This output includes a broad range of prizes for users, elements that engage drivers, and potential for integration with other transport apps beyond just Transperth.
Outcomes & Impact.
For this project, there are several project objectives and strategies that have been identified which need to be addressed in order to make our information system the most effective it can be. However, these objectives and strategies are too broad and varied for a single output to address; together though, as an information system, these outputs can address all these objectives and strategies. This diagram illustrates how each of the four outputs address different objectives and strategies.
Experience Measure.
The experience measure of this project can be determined through the overall customer satisfaction and ongoing observation of public behaviours displayed through interaction and engagement with the information system. Customer satisfaction is an important aspect due to the human centred nature of design thinking and service design processes, which emphasises designing for the people who will be interacting with the service system.
The experience measure of this project can be determined through the overall customer satisfaction and ongoing observation of public behaviours displayed through interaction and engagement with the information system. Customer satisfaction is an important aspect due to the human centred nature of design thinking and service design processes, which emphasises designing for the people who will be interacting with the service system.
"The purpose of measuring the experience had by the public is to provide us with feedback that will indicate where changes need to be made to improve the information system over time."
At its core, this project may be about reducing emissions, but its outcomes – in the present and the future - are far broader than that. This section describes the future outcomes and impacts we anticipate for the public as a result of implementing our proposed information system.
Outcomes & Impacts.
Through providing relevant and reliable information in a variety of formats that can cater to how people want to receive that information, the information system stands to effectively inform the public and reduce such misinformation.
Increased Education.
Informing people as to what their mobility options are, the threat that climate change poses, and what they can do on an individual level to reduce transport emissions can lead to increased education around these issues.
Informing people as to what their mobility options are, the threat that climate change poses, and what they can do on an individual level to reduce transport emissions can lead to increased education around these issues.
A More Empowered Society.
There is potential for this project to cause a shift in thinking and behaviour
and create a more sustainably minded society in which people are
empowered to make sustainable choices in areas beyond just travel.
Improved Mobility.
Improved mobility can be applied to more than just emissions related
mobility issues; by improving mobility more broadly, the variety of travel
needs of the public can better be catered to.
Healthier Habits and Lifestyles.
Pushing people towards active transport
A Brighter Future.
By lowering scope 1, 2 and 3 emissions we are reducing climate change
and its negative impacts, and subsequently ensuring a brighter future than
if we were to continue with our current emissions patterns.
Potential to Change the World.
If this project is successful and improves the public travel experience, it
has potential to inspire action on other wicked problems around the world
that could be addressed via applying similar design methodologies.
