BVG x URBANIS
Service: Needs analysis for commercial units at bus and train stations
Method: Design thinking, User-centered design, design sprint, Business model canvas, Customer journey mapping, Lean startup method
Industry: Public transport
Year: 2023
THE PRESSURE TO INNOVATE DOES NOT STOP AT BUS AND TRAIN STATIONS…
With over 7,600 train stations and bus stops, BVG is the largest public transport provider in Germany. In 2023, around 1.05 billion passengers used its buses and trains in the capital. As a subsidiary and real estate partner of BVG, Urbanis GmbH is currently responsible for the management of 945 properties in bus and train stations in Berlin and around the city.
A positive customer experience during their stay and transfer is crucial for the acceptance and use of public transport. Quality, comfort and a positive sense of well-being are important influencing factors. However, the services available at bus stops and train stations increasingly no longer meet these requirements, as today’s customer needs differ significantly from those that were standard just a few years ago. Alternative means of transportation such as E-scooters and motorcycles that can be rented at short notice, as well as the continued dominance of private cars and motorcycles in transport, are increasing the pressure on Urbanis to innovate. In order to remain a real alternative, the offer at bus and train stops must be developed and enhanced.
THE PATH TO MODERN PASSENGER SERVICES …
In a six-month innovation program, five thematically consecutive sprints took place with cross-functional teams from Urbanis GmbH in a hybrid format. Each sprint consisted of two physical workshops, a processing phase, and digital check-ins, with the goal of creating pitch-ready concepts and presenting them to the management.
To work towards the same goal in such teams, we first defined Urbanis‘ task towards its passengers: to supply passengers during boarding, transferring, and exit. However, innovative offerings cannot simply be presented by external parties. Innovation must be lived, and ideas must emerge from the minds of employees. In order for them to bridge the gap from theory to practice, we put the teams themselves in charge of getting to know their passengers and offerings. Through a passenger analysis, they identified various needs and target groups.
THE COURSE IS SET FOR A PASSENGER-CENTERED SERVICE!
The passengers of BVG have a strong need for safety, quality of stay, and refreshments. Based on these areas of need, we, together with the teams, have developed a long list of 30 approaches on how offerings at bus stops and train stations can meet these passenger needs.
Of these, three approaches were developed into specific concepts. Business models were created, insights were gathered from relevant stakeholders, and key partners were identified.
During a pitch event, the concepts were presented to the management of Urbanis and BVG employees. Two concepts were approved to be tested in a pilot phase to test acceptance and gather passenger feedback.