Mobility is a vital part of human life. Mobility needs apparent in different ways by e.g. individual traffic, local public means of transport, or mixed systems like going by train combined with  bike- or car-sharing. Individual traffic in particular causes major environment problems and problems of traffic congestion especially in urban areas. Strengthening public transport is often favored, but this preference is not reflected in the number of local transport users. There is space for more effectiveness! This phenomenon can be explained by the fact that a central problem involved in local public transport usage is its complexity. The need is to improve the amount of real time information and to transform it into a accessibly on demand service. Chris Bleuel presents solutions and strategies including real time information and ticketing for a mobile support system of Munich‘s local public transport system. The presentation shows transfer solutions between public static information and personalised and on demand information.

1. MVG / MobileWeb
Chris Bleuel / Fuen erken Design AG
IIID Traffic & Transport Expert Form 2010 / Fuen erken Design AG

2. MVG and Fuenfwerken
Since its foundation 10 years ago, fuen erken has supported and
accompanied the "Münchner Verkehrsgesellschaft"more than succesfully.
We are now going to show you current highlights of our collaboration which
helped the MVG to get ready and prepare for the digital age.
Fuen erken / MVG MobileWeb

5. Traffic & Transport, Information and Mobile Devices
The transfer of public static information into an personalised on demand
service is a challenge. User behaviour is changing fast and is becoming more
and more complex.
Fuen erken / MVG MobileWeb

6. Fuen erken / MVG MobileWeb

7. Elements of User Experience
The complexity of design problems requires communities rather than
individuals to address, frame, and solve them.
Gerhard Fisher– keynote OZCHI 2004
Fuen erken / MVG MobileWeb 29

8. Fuen erken / MVG MobileWeb

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10. Online Strategy
User Experience is a focus, a thread that runs through all of our disciplines,
and which no discipline owns or controls.
Fuen erken / MVG MobileWeb

11. Project Management
concrete
design
technological
content production
implementation
abstract design
technology
content stratey
strategy
site strategy
User Research
Fuen erken / MVG MobileWeb

12. Project Management
Visual Designer
concrete
design
Developer Content Provider
technological
content production
implementation
Information Architect abstract design Content Strategist
technology
content stratey
strategy
Business Strategist Brand Strategist
site strategy
User Research
Fuen erken / MVG MobileWeb

13. Prozess
Process
Strategie
entwickeln
Analyse Grobkonzept
Zeit- und Usability
Usability
repetitive
Budgetmanagement & for
für and carriers
User & Feinkonzept
Qualitätssicherung users
Betreiber
Testing & Visuelle
Optimierung Umsetzung
Technische
Umsetzung
Fuen erken / MVG MobileWeb

14. One Brand - One Experience
User experiences are your everyday experiences -
daily contact with the MVG surrounds all aspects of
identification and acceptance.
Fuen erken / MVG MobileWeb 53

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18. Navigation
Form must play within the general realm of the
familiar for easily understood functions.”
Thomas Vander Wal Principal, InfoCloud Solutions
Fuen erken / MVG MobileWeb 18 56

19. Fuen erken / MVG MobileWeb

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21. Content
95% of web users do not read 80% of the content!
Nick Finck & Raina Van Cleave / SXSW Interactive 2010
This doesn’t mean
that your content isn’t
important,
it means it’s more
Fuen erken / MVG MobileWeb 21

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28. Fuen erken / MVG MobileWeb

29. Fuen erken / MVG MobileWeb

30. Personalised and
On Demand Information

31. Standardised principle
for all MVG Services &
Content – “Shelf System”
Fuen erken / MVG MobileWeb

32. Fuen erken / MVG MobileWeb

33. The Guiding Principles
_ Independent MVG services for all target groups
users of mobile devices
_ Integration of existing platforms and services
(MVG Live, Zoom, etc)
_ Optimisation for mobile devices
Fuen erken / MVG MobileWeb

34. Strategy
1. First time provision of all MVG Services for different mobile devices
2. Different User Context:
Independent Information and Location Based Services
3. Consolidation of all location based informationen
(MVG Live, Zoom, Connections and Routes, Surrounding Area)
4. Integration of external services (Airport, DB, Content, ...)
5. Add-on options via “Shelf-System”
Fuen erken / MVG MobileWeb

35. MVG
Verbindungen
Abfahrtszeiten
Kosten
Störungen
Navigation
Personalisierung
Text
stationär mobil

36. MVG Onlineservices
MVG Mobil
MVG live MVG Kundenportal MVG Zoom Endgerät
MVG mobile Onlineservices / Haltestelle
Text
MVG mobile Onlineservices / standortunabhängig
MVG MVG
live von
Verbindungen nach
Tickets Linien
Linien Dashboard
Umgebungsplan
Endgerät
MVG Services MVG Services
Die Information können durch abfotografieren des
QR-Codes an der Haltestelle abgefragt werden

37. Independent Information
Access is for Everyone
Fuen erken / MVG MobileWeb

38. Brand Area
Route
Shelf System
Dashboard

39. Location Based Services
Learn from Failure
Fuen erken / MVG MobileWeb

40. Brand Area
Station
Shelf System
Text
Dashboard

42. Further Interface Connections
Understand the Goal
Fuen erken / MVG MobileWeb

43. Brand Area
Station
Shelf System
Text
Related Interfaces
Dashboard

45. Text

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49. Main Functions
_ Routeing
_ Location Based Informations
_ On Demand Services
_ Next Interface Connections
_ Obstruction Of Traffic
_ Maps
_ Ticketing
_ MVG Marketing Activities
Fuen erken / MVG MobileWeb

50. Thank You!

51. Chris Bleuel
Head of Fuenfwerken Interactive
Fuenfwerken Design AG
Gartenstrasse 3 fuenfwerken.com
D-10115 Berlin fuenfwerken.com/lab
T +49 30 28 30 91 -0 | F -55 Twitter: 33ff00
chris.bleuel@fuenfweken.com Facebook: chris.bleuel
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