Desired Qualities of Mobility-as-a-Service : Informing User-centred Service Design

Sammanfattning: Desired qualities of Mobility-as-a-Service (MaaS) represent what potential users want, hope for, and expect of MaaS without having experienced the service yet. Knowledge about the desired qualities is essential to design MaaS to meet users’ needs. However, little attention has been paid to understand potential users' desired qualities in the literature on MaaS. This paper addresses this void in literature with an explorative study with potential MaaS users in Sweden. The results of the study are desired qualities of MaaS such as reliability, entertainment and inclusivity. The study contributes with a thematization and classification of desired qualities of MaaS. The themes are desired qualities that make life easier, desired qualities that provide assurance, desired qualities that reward, desired qualities that appeal to inclinations and desired qualities that maintain preferred habits. The four levels of classification are functional, emotional, life-changing, and social significance. Researchers and service designers could work backward from these desired qualities to design user-centred services towards user satisfaction.