6—8 March 2019

John McIntyre Conference Centre, Edinburgh

Unexpected insights vs. Barcelona metro signage

Session type:
Case Study

Session duration:
45 minutes

Presented by:

Itziar Pobes

We Question Our Project

Raquel Ullate

Transports Metropolitans de Barcelona (TMB)

About this Case Study

How do passengers plan a trip on public transport? What is the role of signage in the era of Google Maps? Is the current investment in signage needed?

While validating some minor tweaks to Barcelona's underground signage, tests raised unexpected information that shook the foundations of the current system. Find out how we hacked stations to make behavioural tests and how the company reacted to the shock of having some of their core beliefs and operation conditions contradicted by data.

About the Speakers

Itziar Pobes

Itziar is the project brain at We Question Our Project - a service design studio based in Barcelona, which mainly works for local and regional governments. She has a passion for service prototyping, as a means for questioning the boundaries and assumptions of projects by involving citizens and front-line workers. She lectures on service prototyping in several design schools in Barcelona, and on service design for policy at the schools for public servants of the Barcelona County and Barcelona City Council, as well as at Barcelona University.

 @wequestion

Raquel Ullate

For the last 10 years, Raquel has been the Head of the Corporate Image and Signage department of TMB, the operator of the buses and Metro in Barcelona. She has developed the adaptation of the metro signage to the new automatic lines in the underground network. She is also responsible for creating the signage and information system, that has supported the orthogonal redesign of the new bus network in the city, which finalized last year after a 6 years deployment.

She is a great believer in customer orientation as the key to developing projects that really offer efficient and socially advantageous solutions, that promote the use of public transport.

 @TMB_Barcelona

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Service Design in Health

This session is part of our SDinHealth theme - exploring the challenges, opportunities and trends in service design for the health sector.

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© 2010-2019 Software Acumen. Service Design in Government and the Service Design in Government logos are trademarks of Software Acumen LTD.

Software Acumen Limited | Registered in Cardiff | Registration No. 05210967 | VAT No. 896 7958 26