74 PART | II ITS users
the user will find the product hard to use. It is important that we make sure that
the conceptual model of the product that the designer developed must match as
far as possible the mental model of the users. When designing the conceptual
model for users of ITS, it is important to find out what are the user’s expecta-
tions toward the system and his or her overall view of the system.
5.5.8 Cocreation of value
It is important for us to rethink regarding the design of ITS. Instead of con-
centrating on technologies, we must start to consider value of the users. ITS is
more than a product. It is a transport service system that involves both physical
and digital elements belonging to different stakeholders. The interconnection
between the various stakeholders and user is complex. Because of the intercon-
nections and networking involved, it opens new channels and opportunities for
magnetization or value exchange. Today we also have the advantage of new,
cloud-based opportunities, it is imperative that businesses start to rethink how
they capture and create value for their users.
Value creation is the core of all businesses. It involves conducting activities
that increase the value of a company’s offering and encourages the customer’s
willingness to pay and use the system. Creating value in traditional business
means identifying potential or exiting customer needs and manufacturing well-
engineered solutions. For the design of effective ITS, we must understand UX.
To design for UX, it is necessary for us to move away for traditional design to
cocreation of value with users.
To cocreate value, we must engage the customers or users in a continuous
dialogue during the cocreation process. There should a learning process where
there is interaction and negotiation between the customers and the stakeholders
involved. Customer experience is the primary focus, and value is a by-product
of this experience. We concur with Vargo and Lusch (2004) that the experiential
component of the product is essential for its actual value to be realized.
According to Plé and Cáceres (2010), we must indulge in a dialogue with
customers, rather than just listening to them while using them as a produc-
tive resource during the cocreation process. We agree with these authors that
the cocreation process should enable us to create an experience environment
within which individual consumers can create their own unique personalized
experience.
It is predicted that ITS will revolutionize the ways we live and do things.
ITS enables greater connectivity in transportation and thus presents opportuni-
ties to improve our lives. Despite the potential benefits of ITS to users, however,
the design of it is not trivial. Designing effective and UX in ITS presents many
challenges.
Current ITS are mostly technology driven without design for UXs. For ITS
to be acceptable to users, the system must be usable and intuitive. ITS should
be designed for to simplify lives, enable users to carry out their tasks effectively