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I have here a few slides of things that will be changing, and thus will be affecting the public transport experience
of everyone using these services.
Here is the first slide, trunk bus routes.
Trunk bus routes are routes with a bit of a higher hierarchy.
This comes from tighter trafficking intervals, better equipment and more design in general, like in bus stops.
The next big change is the West metro (westward underground extension).
It will have a very large and important impact on the level of service in the area,
and it will affect how the area shapes itself in the future.
“Kehärata” (ring rail line) is under development and will be ready in 2015 together with the West metro.
In just a little while more.
It's represented by the red line connecting the existing train tracks.
This will make it possible to travel by train to the airport from Helsinki,
which of course is a sign of a large metropolis.
Last we have the so called “Pisararata” (Pisara rail link), if realized it will enable commuter trains to go underground at Pasila,
travel a circle underground passing Töölö and the Railway station and resurface again in Pasila.
There are two large changes on their way.
One is ticket and information systems in 2014,
this will change pretty much everything happening at the user interface level,
including travel card readers, ticket vending machines,
self service kiosks and the user interfaces for all these machines...
It will bring with it real time information on commuters in all areas that HSL operates,
which from a starting point is a very good thing.
It will enable better web and mobile based applications.
Next big change that will take place during 2015-16 is the service fee and ticketing system.
This will change everything that has to do with where you are supposed to buy what type of ticket,
and it will also change the prices.
In general there are very few things existing today that will still exist in 2015-16.
These changes are one of the reasons why we think about and use design here at HSL.
And now we are starting to enter the fringe of design.
In this pie chart we have some current areas of design.
We have industrial design, graphic design, service design, interior design, photography, events and advertisement.
Some of these things we do all the time daily, others less,
but these are in no hierarchical relationship to each other,
each area is just as important and they are all connected by the customer experience.
This is the reason why these upcoming changes need to be designed,
we need to strive for a specific customer experience.
I'm not going to specify what type of experience the customer experience at HSL is,
but for us the goal of design lays precisely in this customer experience.
Through the customer experience customers develop value for the service or product they are using,
be it a washing machine or public transport service.
When the customer value is of the right type, joyful or positive or what ever is relevant,
then that results in more customers.
That is from HSL's point of view our most important goal,
and we try to keep it in mind every time we design something.
I'm going to talk about the new playing fields for industrial designers
before we tackle the “Jokeri” issue.
They are written in singular, but there are so many playing fields
that we have to include the plural into this presentation.
First I'm going to have a look at the playing fields I've worked in for the past 25 years.
Here you can see an image collection of the things we have worked on during the years,
with an emphasis on recent times and the past few years.
But from here you can gather that there are a multitude of playing fields.
You can find the normal products of industrial design, which is usually thought of as product design,
but you can also find graphic design, identity design, interior design, brand design and all kinds of other things.
It's quite a demanding and interesting field.
Of a body like this you usually use the sophisticated term design management.
The word design, loved by all of us, and I'm also going to use its English language form,
because it gets used so much in Finland.
It's a word that shuffles the deck a bit.
Here I've collected some spheres, the type of spheres an industrial designer needs to consider in his own work.
This is also a very fragile wholeness, because success can hang on just one sphere missing.
Even if everything else is there, but one is missing, then success just won't come.
As an industrial designer I want to make sure that the missing sphere is not industrial design
I whole heartedly believe that success can be achieved through design.
Let's venture into the new playing fields, that for me incorporate things concerned with city planning.
The terminology is widespread and you can see words like public design or urban design used,
but non the less it's concerned with social design, we try to find good solutions for everyday problems to ease peoples lives.
Service design on the other hand is also a field that could be presented as containing several spheres,
but for me it means that something is done extraordinarily well, and in a way that focuses on the user.
We know what the user expects, and as Jarno mentioned, we try not only to satisfy the user,
but we try to elevate her experience to the level of enjoyment.
Happy users should be the starting point for service design.
Now we are getting to the “Jokeri” issue, and I know that some people are already a bit tired of this topic.
If we want to shed some light on the designers part in this project,
then our mission has been to make this complicated infrastructure understandable to the user.
It has included identity design, brand design and information graphics.
Information and communication is extremely important in public transport,
that needs to be very simple, flowing, flexible and affordable, these are the things users expect from it.
We are developing a total concept for the trunk bus routes, this includes the interior and exterior of the buses,
ticket reading- and vending machines, and of course the bus stop,
that symbolizes in some way the heart of public transport and is a very important user interface in the whole
The World Design Capital year has passed and it has opened up new possibilities for design
and broadened the concept of design.
It has also made way for new challenges.
Let's take design with us to small entrepreneur companies and try to get the economy on a rise
in part by using design.
We designers accept this challenge.