EXECUTIVE SUMMARY

The use of private motorized vehicles has been a long-standing tradition for many people, but with the increasing emphasis on sustainable and environmentally friendly modes of transportation, the global shift towards public transport is becoming more apparent. Despite this trend, 40% of people aged between 65 and 74 still prefer to use private vehicles instead of public transport in Vienna. 

Goal

The overall goal of this project is to investigate and analyze the reasons behind the preference toward private vehicles by elderly people aged 65-74 and find ways to improve their travel experience. This will help reduce the carbon footprint and make public transportation a more attractive option for this demographic group. By understanding their needs and preferences, public transport providers can make necessary improvements to their services and better cater to the needs of the elderly.

Methodology

The project used the Design Thinking process to gather valuable insights and generate solutions. This process involved conducting 90 interviews.  67 interviews were conducted to understand the wants and needs of the elderly regarding public transport. These insights were then used to come up with ideas that tackle the problem statement. Based on the best ideas, prototypes were created to be tested on the target audience. 23 additional interviews were conducted to refine the prototypes and incorporate the feedback obtained.

Results

The results that were gathered from the research consisted of three personas, which personify the most common sentiments among the target group. Then out of the findings from the interviews, eight Key Insights were able to be condensed. Out of these eight, the three most relevant Key Insights were picked out to be tackled.

In order to handle these three Key Insights, ten ideas were conjured. Once these were reflected upon and consolidated, the selection fell upon implementing screens, offering similar features as the WienMobil app, allowing seniors to use digital services without being dependent on a smartphone and implementing guidance signage such as floor markings, colour-coded seats and colour-coded doors at the front and end of subway trains, to segregate priority groups from the masses during rush hours and allow for easier navigation of stations.

Cooperation Partner

• Wiener Linien
  Erdbergstraße 202
  1030 Vienna, Austria
  www.wienerlinien.at

Contact Person

• Lilian Izsak - lilian.izsak@wienerlinien.at 

Student Team

• Katharina Anic

• Aaron Farrokhnejad Afshar

• Richard Wagentristl

• Marina Yazykova

Project Manager

• Erik Kommol M.Sc.

• Carola Wandres M.Sc.