63The Future of Intelligent Transport Systems. http://dx.doi.org/10.1016/B978-0-12-818281-9.00005-X
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Chapter 5
Co-creation of value
for user experiences
Mobility is a key concern in any city. Intelligent transport system (ITS) is an
indispensable component of a smart city that makes life easy for every citizen.
Citizens using ITS can save time and travel easily within the city. The purpose
of ITS is to achieve traffic efficiency by minimizing traffic problems. ITS pro-
vides users with information about traffic, local convenience real-time travel
running information, seat availability, etc. It enables travelers to have accurate
and timely information about the traffic conditions on the network, and avail-
able transport options as well as improving mobility, enhancing travel time reli-
ability, reducing energy consumption, and promoting economic growth. Other
benefits of ITS include:
• minimize pollution,
• security and safety,
• market for mobile apps,
• smart parking solutions, and
• the brain of the smart city.
Despite the potentials of ITS, the design of effective ITS is not trivial.
Although technology is important in ITS, the big challenge is how to make ITS
useful and understandable for people.
ITS design should involve human factor experts at an early stage of design
of ITS requirements, equipment, and facilities. Effective ITS must meet users’
values and experiences. A user experience (UX) cocreation of value design
approach is needed.
5.1 Design for users
Current ITS design today tends to focus on technologies. Although technologies
are important for designing ITS, we must consider UXs. If the user has a poor
experience of using the system, they would not want to use it again. Today users
are more sophisticated and choosier; they expect value for their experiences.
The traditional approach to design lacks understanding of consumer value cre-
ation. It is important that we take a holistic approach to design effective ITS
that provides a positive experience for users. To design such system requires us