70 PART | II ITS users
goal, through collaboration, in which stakeholders, designers, and end-users
explore a problem and generate solutions together by considering their differ-
ent needs,
Cocreation is more than users’ involvement. All actors must be actively
involved in the process. All the different steps of the cocreation process must
blend into the UXD. There are several benefits in using cocreation for UXD.
First, cocreation helps to increase empathy among stakeholders and design-
ers. Second, cocreation through collaborative approach promotes construc-
tive reflection and dialogue where all parties involved are equal and working
together toward a shared goal. Third, cocreation forces businesses and design-
ers to confront the realities of customer emotions. Fourth, cocreation forces
all parties to discuss the problem and solutions together. Fifth, in cocreation,
designers are involved directly in uncovering requirements, they are better
able to understand the reasons behind the requirements, which leads to better
decision making during later design phases. There are also other benefits in
cocreation for UX design. According to Verleye (2015), expected cocreation
benefits for UXD are: personal benefits, economic benefits, pragmatic ben-
efits, social benefits, hedonic benefits, and cognitive benefits.
Organizations and researchers are increasingly recognizing the importance
of engaging customers in the creation of new products and services through
cocreation (Payne et al., 2008; Prahalad & Ramaswamy, 2004). It is the authors’
belief that the design of effective ITS should provide a positive experience to
users. Thus to design ITS for UX, it is important that we apply cocreation of
value in ITS design. Research from HCI such as UXs design should be used.
It is necessary for us to go beyond usability design to design for UX in ITS.
We should no longer be talking about ITS, but rather about the “ITS of experi-
ences.” We should focus making the overall experience of the end user delight-
ful and efficient.
5.5 Design ITS user experience model
Uden (2017) has developed a model known as “Design intelligent transport
systems for user experience,” given as keynote talk at the 2017 ITSs—From
research and development to the market uptake, 29–30 November, 2017, Hel-
sinki, Finland. The development of an effective ITS sheds light on the complex-
ity involved from technical, sociotechnical, and UX perspectives. The model
consists of the following steps.
5.5.1 Products connected with purpose
The design of ITS systems should have a positive impact on the users of the sys-
tem that enhance their lives. The system should be easy to use, simple, empower
the users to satisfy their needs and values.