A case study of the Shanghai No. 20 tram on cultural bus service design based on the AT-ONE Rule
Authors: Lei Zeng, Hong Chen
Abstract: In the new era environment, the metropolitan public transportation system is constantly evolving. The relevant administrative departments in Shanghai have proposed measures to create cultural buses and build characteristic lines in order to promote Shanghai culture and improve bus service. Using the Shanghai NO.20 tram as an example, this paper investigates how to combine Shanghai culture with tram ride service in order to make the NO.20 tram a distinctive route. The study employed participatory observation and the AT-ONE rule to investigate the entire waiting, boarding, and alighting process, as well as to analyze the passenger experience and service flow of the NO.20 tram, in combined with the urban cultural elements of Shanghai. Based on the service design concept, the corresponding design strategies and measures were proposed.Study content. 1.Service design and the AT-ONE rule The goal of service design, which establishes the service from the customer's perspective, is to ensure that the service meets the user's requirements. One of the most common methods in service design research is the AT-ONE rule. It is a method of user-centered design that connects stakeholders through various touch points.2.Analysis of Shanghai culture Shanghai culture is a unique cultural phenomenon based on the traditional culture of Jiangnan (Wu-Yue culture) and the fusion of modern industrial civilization from Europe and the United States, which had a profound impact on Shanghai after the opening of the port. 3.Analysis of No.20 tram and design elements The "Mobile Bus Museum" is the name given to the No. 20 tram, which connects Jing'an Temple Station and Zhaofeng Park Station. Passengers, ride process, primary touch points, and other design components are all examined. This section examines individual passenger characteristics, focusing primarily on the elderly, with less emphasis on the young and middle-aged populations. The ride has three stages: waiting, riding, and getting off. The main points of contact are the armrests, seats, LED screen, and so on. Analyzing numerous design features is an important part of improving passenger riding experience and creating a cultural bus.4. No.20 tram design strategy External design strategy（1）External painting artistry The purpose of exterior painting artistry is to improve the appearance of the vehicle and the passenger riding experience. It primarily mixes Shanghai's history and contemporary style, with a concentration on Art Deco, technology, Pop, and retro styles.（2）Stylized external shape The outside shape is mostly mixed with Shanghai's characteristic architectural style for local enhancement, such as Art Deco style, in order to evoke a nostalgic feeling of Shanghai culture among local passengers and increase the recognition of No. 20 tram. Internal design strategy （1）Scientific interior layout The scientific layout of the car ensures the passengers' ease, comfort, and safety during the voyage. This part is concerned with the scientific design of the interior space in order to fulfill the needs of various passengers and improve their riding experience.（2）Humanized design of interior facilities Humanized design is a growing trend and an unavoidable requirement in modern urban bus design, and humanized interior facilities can improve passenger travel quality. The intelligent facilities (LED screen, intelligent audio, etc.) and infrastructure (seats, handrails, etc.) inside the bus are designed to effectively improve the comfort and fun of passenger travel based on the results of the pre-AT-ONE rule analysis. 5. 20 cultural bus prototype test The styling elements of the No. 20 tram were taken from the old trolleybus, and the side of the body depicts the major changes of Shanghai trams over the past century, presenting an overall retro style. The interior is predominantly blue, echoing the body painting. To meet the travel needs of different passengers, the interior space is divided into love seat area, wheelchair area, and seating area; the interior facilities are also optimized based on the preliminary contact analysis, such as more beautiful and intelligent LED screen style and interactive interface, more comfortable and safe seats and handrails, etc., which not only improve the travel experience of passengers but also promote the spread of Shanghai culture. 6. Summary Creating an image of Shanghai's 'Century Bus' culture and bus service is a major goal proposed by the Shanghai government, with the goal of combining Shanghai culture with buses, improving bus service, and promoting Shanghai's cultural heritage. The AT-ONE rule guides the exploration of cultural bus service design strategies for its five dimensions of service subjects, touchpoints, service supply, user needs, and user experience, with the goal of improving the original bus service model and enhancing user experience.
Keywords: service design, cultural bus, Shanghai No. 20 tram, AT, ONE rule, Shanghai culture, Ergonomics
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