Co-creation of value for user experiences Chapter | 5 67motivation, etc. as well as on the subjective emotional response to the interac-
tion with the system. Third, UX is not static. It spans in and over time. Fourth,
UX can be considered at different granularity levels. Fifth, UX is situated in a
specific context. It depends on the characteristics of the context in terms of loca-
tion, time, people, opportunities and constraints, technology, incidents, stakes,
etc. Sixth, UX is an overall effect on the user. Finally, UX depends on four basic
elements. The user interacting with a system for doing an activity in a specific
context.
According to Robert and Lesage (2010), UX consist of four design elements:
The user, the system, the activity, and the context. All these four elements are
controlled by the design team. The users are selected by the design team who
determine the type and level of user participation in the design. The system
functionalities and qualities are controlled by the design team. The activity
through system functionalities and related artifacts, on what the user can do
with the system and how s/he does it is controlled by the design team.
The context of the system influences the design team’s innovation.
The UX for any ITS should be functional, easy to use, intuitive, and delight-
ful at every touch point. This should include the moment users start to search,
chose travel options, book tickets online, or through mobile app to getting to the
destination. It is therefore important for the design of ITS to understand UXs
and their context if the ITS is to be successful (Buchenau & Suri 2000).
5.3 User experience design (UXD or UED)
User experience design (UXD or UED) is described as the process to enhance
customer satisfaction and loyalty by improving the usability, ease of use, and
pleasure provided in the interaction between the customer and the product. It
includes all aspects of the end-user’s interaction with the organization, its prod-
ucts and services. The user in UXD should not be treated as a distinct item. He
or she is in the context of the entire system, including the user characteristics,
technological objects, tools, and the environment.
The quality of UX also depends on usability. ISO (1998) refers to usability
as the extent to which a product can be used by specified users to achieve speci-
fied goals with effectiveness, efficiency, and satisfaction in a specified context of
use. According to Roto et al. (2011), UX is the result of the interaction between
three elements: the user, the system, and the context. Many UX designers have
proposed models for UX design.
5.3.1 The quadrant model
Stevens (2019) proposed the Quadrant Model for UX design as shown in
Fig. 5.1. According to her, it can be divided up into four main disciplines: expe-
rience strategy (ExS), interaction design (IxD), user research (UR), and infor-
mation architecture (IA).