Service Design Analysis: Park and Ride Project in Queensland

This report presents a market analysis of a Park and Ride project in Southeast Queensland, focusing on the first two stages (Discover and Define) of the double diamond service design process. The report examines the project's significance within the public transportation sector, highlighting its economic and environmental benefits. It utilizes customer journey mapping and persona profiles to assess the project's relevance to consumers. The report includes an overview of the service design process, relevant trends, global campaigns, and ethical/legal considerations. The analysis identifies key consumer trends such as impatience, demand for flexible payment options, and quick service requirements. The report also provides a problem statement related to the project. The report is based on the client brief for the AMN443 Market Analysis assignment.

2020 AMN443 Market Analysis

Executive summary
Transportation system is one of the most important section across the public service sector. The
provisions for public transportation are both economically as well as environmentally feasible for
the communities to take care. Thus application of such provisions are in accordance to the benefits
of the individual consumers. This report is based on the analysis of park and ride project that is
initiated across south east Queensland's Transport system. The operability and significance of this
project for its relative consumers are also defined across this assessment. Tools such as customer
journey mapping and Persona profile are used to assess the importance of this project in relevance
to the available consumers. The first two initial stages of Service design process are also included
across this assessment for a more exclusive overview of the related process. In the later sections
of this assessment, the problem statement related to this project is also provided for a more detailed
overview of the real time project requirements.

Table of contents
1. Introduction ................................................................................................................................. 4
2. Process for Service designing ..................................................................................................... 5
2.1 Background ........................................................................................................................... 5
2.2 Tools for service designing ................................................................................................... 7
3. Discover Phases .......................................................................................................................... 7
3.1 Background and issue information ........................................................................................ 7
3.2 Trends relevant to the study .................................................................................................. 8
3.3 Similar global efforts/campaigns carried out in Past ............................................................ 9
3.4 Considerations based on ethics and law ................................................................................ 9
4. Phase Defining ............................................................................................................................ 9
4.1 Development of customer understanding .............................................................................. 9
4.1.1 Persona profile ................................................................................................................ 9
4.1.2 Empathy mapping ......................................................................................................... 11
4.2 current usefulness across environment ................................................................................ 11
4.2.1 Tools for designing services 1 ...................................................................................... 11
4.2.2 Tools for designing services 2 ...................................................................................... 12
5. Problem statement ..................................................................................................................... 12
References: .................................................................................................................................... 13
Appendix: Interview questions for Persona profile ...................................................................... 15

1. Introduction
Park and ride services have been largely expanded in the recent times and a major reason for this
is the enormous potential that it offers in social, economic and environmental considerations. There
are huge benefits attached to the availability of park and ride services. These services are efficient
reducing the burden on individual transportation options for people by replacing it through
increased public sector commuting options 1. Increased usage of public transportation is one key
entity that is associated with the availability of park and ride services. These services can be
applied at all major public transportation hubs in order to reduce traffic congestion issues. The fact
that it allows commuters to switch their vehicles to public domain based commuting services such
as busses and rail systems, improves its sufficiency in almost every manner.
This report is based on identification of the feasibility and operability of park and ride services in
the south east Queensland's transport system. This is a new project based on enhancing the
available public sector commuting options across the region2. The key elements of this report
include, assessment of first two stages of service design process related to the implementation
process of these services. Basic service design tools are also used to encourage a better overview
attached to the process. In addition to this, the various trends and global campaigns and ethical as
well as legal obligations are also analyzed in order to build a more responsive and detailed
assessment of various opportunities and complications of the system.
1 Kimpton A, Pojani D, Sipe N, Corcoran J. Parking Behavior: Park ‘n’ Ride (PnR) to encourage
multimodalism in Brisbane. Land Use Policy. 2020;91:104304.
2 Park 'n' Ride Strategy (Department of Transport and Main Roads) [Internet]. Tmr.qld.gov.au.
2020 [cited 19 April 2020]. Available from: https://www.tmr.qld.gov.au/Travel-and-
transport/Public-transport/Park-n-Ride-Strategy

2. Process for Service designing
2.1 Background
The service design process undertaken in this case is based on the double diamond process. This
process is helpful in providing a roadmap to the process of finding an answer to the available
questions. This process is also helpful in defining better objectives for defining the several
provisions required for a service design process to be successful. Aspects such as innovation and
creativity is used to build a more relatable solution to the existing issues. Developed by the British
design council the double diamond process of assessing an issue and finding relatable solutions to
it are quite sufficient in improving the overall operability factor that is attached to the process of
development3. Processing of information at individual scales are the most suitable overview that
is attached to the process of designing better obligations towards finding a solution. However, the
issues in this case is not related to finding any solution. It is related to justification of the accepted
methods in the provided scenarios. The concept of part and ride is to be tested throughout the
whole segment and a more relative overview is provided through this assessment. The overall
proceeding that is attached to the process is divided in to different stages or sections. Two of the
first sections are discussed across this report. Each of the two stages are described in detail in the
below mentioned sections.
 Discovery
Discovery is the very first stage across the double diamond model. It is based on assessing suitable
and sufficient amount of data and information in relation to the analysis. The data and information
collected is liable to initiate a more suitable overview of the various variables that are taken in to
account for examining the issue and its relative solution. The various formats of success are entitled
to promote a more extensive data sets that are attached to the process and examine smooth
transitions throughout the whole system. Identification of the actual issue, problem or opportunity
that is associated with the relative subject is ideal for improving the overall suitability index
3 Grenha Teixeira J, Patrício L, Huang K, Fisk R, Nóbrega L, Constantine L. The MINDS Method.
Journal of Service Research. 2016;20(3):240-258.

attached to the process4. User testing and market oriented researches are some of the most suitable
provisions used across this particular section. The abilities associated with this process of
managing user needs and demands that exist throughout the whole system and its related
application. The objectives and their respective fulfilment under this stage is linked to organization
and management of the data collected. The collected information is managed to be transferred to
the responsible teams in the end. This makes the entire process more reasonable and competent in
terms of results. This process of assessing data or information from a number of sources facilitate
a more widely operational dimension attached to the user oriented learning and development.
There are only two major steps involved in this stage. These include collection of data and
information and transfer of this information to the relevant teams for their respective consideration.
 Definition
This is the second stage of the double diamond model. It includes assessment of the information
collected in to a more meaningful and defined manner. This is to ensure that the obligations are
predefined and are liable to facilitate a more relatable objective for the collected set of data and
information. At this stage, the information is defined in terms of their relative belonging sections
and thus development of a division of information in to different attributes is carried out. This
helps in defining the growing amount of data all across the first stage 5. Thus, this stage acts as a
method for filtering the information collected on the basis of their respective importance and
usability for the higher management of an organization. This stage includes steps for analyzing
and defining the possibilities available across the relative sections of the process. Managing the
information in accordance with their respective usability is entitled to limit the chances of failure
for the further processes and teams.
4 Schoute M, Budding T. Stakeholders’ Information Needs, Cost System Design, and Cost
System Effectiveness in Dutch Local Government. Financial Accountability & Management.
2017;33(1):77-101.
5 Prendeville S, Bocken N. Sustainable Business Models through Service Design. Procedia
Manufacturing. 2017;8:292-299.

2.2 Tools for service designing
The service design tool used for this assessment will be a customer journey map. A customer
journey map is quite useful in bringing a better form of understanding in respect to the available
concerns and it implicated special consideration for the customer groups. This service design tool
is efficient in paving ways for dealing with better outcomes and initiate a more reasonable outreach
attached to its proceedings6. There are several sections that are important for developing an
understanding of the exact requirements that are available across the system and are entitled to
promote better objectives for the process to be carried out significantly. The process of customer
journey mapping is mostly aligned to getting in to the place of a customer and thinking
accordingly. The provisions a customer will go through or the ideas that will be associated with
them are some of the mist suitable attributes attached to the process. The obligations and attributes
signaled to promote a more dedicated and reformed form of customer requirements management.
Thus this service design tool is important in context of the current project assessment.
Understanding the processes across park and ride segments form a customer’s point of view will
be very useful and valuable for the whole process.
3. Discover Phases
3.1 Background and issue information
This project is based on the transportation issues faced across the south east Queensland. The
transportation system across this region is burdened with suitable obligations to control the
growing number of personal vehicles and declining usage of public transportation. The project is
intended to explore the possibilities in terms of increasing usage of public transportation systems
throughout the entire social scenario 7. The south east Queensland transportation system has been
6 West S, Di Nardo S. Creating Product-service System Opportunities for Small and Medium Size
Firms Using Service Design Tools. Procedia CIRP. 2016;47:96-101.
7 Olaru D, Moncrieff S, McCarney G, Sun Y, Reed T, Pattison C et al. Place vs. Node Transit:
Planning Policies Revisited. Sustainability. 2019;11(2):477.

considering important segments attached to the process of defining better obligations for
strengthening the public transport systems across the region.
3.2 Trends relevant to the study
Some of the most relevant customer trends attached to this project are discussed in the below
mentioned sections. Each of the functionality that is associated with this project is inclined to
initiate a better assessment of the provided support mechanisms linked to the process of
determining project sufficiency and its increased obligations.
Relevant consumer trends Implication
Impatience Impatient consumers require a more ideally
placed services in order to supply quick
services across the project operations.
Flexible payment conditions The introduction of advanced payment
platforms such as digital payment are largely
popular among the consumers at Park and
Ride8.
Quick service requirements The current customers across the Park and
Ride projects are largely inclined to quicker
services.
Convenience Convenience in terms of location and usability
are some of the additional attributes attached
to the customers of Park and Ride project
management.
8 Rosenbaum M, Otalora M, Ramírez G. How to create a realistic customer journey map. Business
Horizons. 2017;60(1):143-150.

3.3 Similar global efforts/campaigns carried out in Past
The concept of park and ride is not new as it has been already operational in many parts of the
world. Almost each of the busy cities across the world such as London, New York and Paris have
such park and ride options across their major railway hubs and bus terminals. The one and only
important factor that is attached to this high end usability of this concept is its resultant 9. The
results attached to these processes are significant and are entitled to bring a more responsible
approach towards the transportation system of a particular area.
3.4 Considerations based on ethics and law
Ethical and legal considerations attached to this project are similar to any other mega public sector
based construction project. The implications that are associated with the process and are entitled
to bring a better outreach and significance across the process itself. Defining the provisions and
applying a more durable legal as well as ethical framework is suggested across the provided
scenario10. It will initiate a more wider and distinctive form of assessment throughout the whole
process and will also support the sufficiency index across this project.
4. Phase Defining
4.1 Development of customer understanding
4.1.1 Persona profile
Demographic details
People of all demographic spheres can be the potential customers to this project. Especially people
with regular need of commuting such as the students, teachers, workers and other professionals.
9 Santos A, Fukushima N. SUSTAINABLE PRODUCT SERVICE SYSTEMS DESIGN: TOOLS
FOR STRATEGICS ANALYSIS. MIX Sustentável. 2017;3(4):149-156.
10 Lemon K, Verhoef P. Understanding Customer Experience Throughout the Customer Journey.
Journal of Marketing. 2016;80(6):69-96.

These sections of consumers will be the immediate impact holders for this project. The variations
across these projects are entitled to bring better commuting provisions for these groups. Although
the workers will be selected for this persona11.
Behaviors
Social, economic and environmental behavior of the consumers will be largely affected by this
project. It will act as a guiding factor for their future ventures as it will be largely entitled to control
the damages caused by individual vehicles to the environment.
Goals
The primary goal attached to this particular aspect is to strengthen the overall operational
significance that is associated with the process and enable a more customer centric project.
Availability of these parameters are also suitable for bringing up of a larger segment of behavioral
changes across the process of project implementation12.
Pain points
The cost of initiation of this project will be a major pain point attached to the whole project. Like
any other major public construction project it will consume large chunk of time as well as
investment in its completion process.
Buying patterns
The customers can enhance their buying patterns based on the offerings made by the project.
Factors such as availability of time and development of better connectivity across the related city
center can influence the buying patterns attached to the project.
11 Ortbal K, Frazzette N, Mehta K. Stakeholder Journey Mapping: An Educational Tool for Social
Entrepreneurs. Procedia Engineering. 2016;159:249-258.
12 Wang Z, Li S, Zhou G. Personal summarization from profile networks. Frontiers of Computer
Science. 2016;11(6):1085-1097.

(Refer to appendix)
4.1.2 Empathy mapping
4.2 current usefulness across environment
4.2.1 Tools for designing services 1
The usage of customer journey map as service design tool is important in order to understand the
current state of customers and facilitate important implications in response to a suitable system.
Since the success of this project is largely based on its acceptance among the customer groups and
thus in case of availability it is helpful in widening the gaps and fulfilling the prospects attached
to the entire segment of success. Thus the customer journey map would describe the limitations
and suggestions across the provided project and inclusion of a better objective driven approach for
its future13. The overall operability factor that is attacked to this model is entitled to bring a more
13 Chughtai G, Lee J, Mehran M, Abbasi R, Kabir A, Arshad M. Global Citation Impact rather than
Citation Count. International Journal of Advanced Computer Science and Applications. 2018;9(7).
Thinks Feels
Does Says
User

reasonable outreach and understanding for the available responses from the customer’s point of
view. The customer journey map is entitled to provide the exact operational proceedings as real
time implication and thus help the designers in providing adequate guidance throughout the
process of this project management. It will help in improving the designing as well as
implementation processes.
4.2.2 Tools for designing services 2
Brainstorming can be used as the service design tool 2 as the project is large and requires detailed
analysis of the various segments and ideals for justifying the whole process of project management.
Brainstorming is helpful in establishing a more reasonable and competent format of approach
relative to the process of extracting ideas and building better provisions throughout the entire
process. The obligations attached to the process are also helpful in deciding different
considerations that are in relevance with the whole structure and initiate a more suitable overview
in context of project success 14. Brainstorming will be also helpful in applying different forms of
existing as well as latest ideals across the process and thus increase the sufficiency factor
throughout the entire structure. The relative application of dimensions and their respective usage
in a real time scenario can also be acknowledged with this process. There can be specific attributes
and major detailing obligations that are linked to the process and are initiated to promote a better
overview and design significance attached to the process itself. Use of brainstorming as a service
design tool will help in gathering suitable amount if information across the provided framework
and associate a more detailed analysis throughout the entire process of project management.
5. Problem statement
How might we collect realistic and more detailed information across the respective project
management process?
14 Castelán Cargile A. Can Empathy Improve Concern for Secondary Group Members? Testing
an Emotionally Engaging Video Intervention. Communication Research Reports.
2016;33(3):265-268.