Co-creation of value for user experiences Chapter | 5 715.5.2 A holistic and collaborative approach should be taken
ITS design must be approached as a whole instead of individual parts. A system
engineering approach is needed. All stakeholders must work together to solve
the needs and values of each party. There are many interconnected parts that are
not always visible. It is important to work through each layer of the design. It
is important to take a crossdiscipline collaboration between design, technology,
and business. We must consider the wider context of the system. It is important
to investigate carefully how ITS fits into the overall transportation network and
the likes of the citizens who use it. The overall system must provide values for
all the parties concerned. The author concurs with Rowland and Charlier (2015)
that UX design starts with understanding the users. To understand users, we
must understand which technologies are suitable for the system, the right busi-
ness model to use and the service ecosystem.
5.5.3 Identify all stakeholders involved
The cocreation approach in designing ITS aims to serve the interests of all the
stakeholders. It is imperative that we focus on stakeholders’ experiences and
how they interact with one another. Thus it is important to identify all stakehold-
ers touched by the process. Having identified all the stakeholders involved, we
need to understand and map out current interactions among these stakeholders.
5.5.4 Define user value propositions
At this stage, we must define value proposition. It is imperative we know the
value proposition before we start the design. It is difficult to change once we
have started the design. Value proposition is important because it is a description
of what the target user will receive or realize when he or she uses the product.
Nambisan and Nambisan (2008) argued that the role of customers and their
networks have changed in recent years. Instead of being a passive recipient of
marketing, the customer today wants to be cocreator of the content, coinnovator,
and comarketer. This means we need new business models that allow us to have
a multichannel presence and increased interaction among users, and different
stakeholders. Because each of these stakeholders has different values, we must
consider them. To design effective ITS, we must understand the different target
users involved in the system.
Many businesses do not understand their target users. They have no idea
of how the users work or behave. They have no idea what the users do with
their products or how they evaluate them. Customer value proposition brings
together customer intelligence, competitive insight, and product valuation. It
provides an aim for the designer to understand the target user in the context of
the product. Customer value proposition definition must focus on users’ experi-
ences.To define customer value proposition, it is important to identify who are
the intended users of the product. These are the people for whom the product is