Bussresan som upplevelse : En fallstudie om digitala medier inom den lokala busstrafiken

Sammanfattning: The purpose of this study is to examine which technical possibilities that exists within the local bus traffic and what impact it will have on travelers. To answer this purpose, we will examine the following question, how can digital experience promoted by IoT implementations make the buss journey a more interactive experience? The methods we used to find answers to the question was to do qualitative interviews and focus groups. The interviews we did were with people who worked in one way or another within the local bus services and the participants of the focus groups were individuals who had different travel habits who discussed topics surrounding the local busses. The data from the interviews and focus groups were then categorized into three predefined categories, Realtime information, Social media and Gamification. What we found was that there were three interesting topics that we chose to further discuss, realtime opportunities, control and social interaction. The study shows that the travelers are affected by realtime information and that there is a will to make the information more accessible and digital. Furthermore, the travelers also wanted to have control of their journey and it was important that information was given on the traveler’s terms. The traveler did use social media while on the bus but they said that they didn’t want or expected that it was provided to them on the bus, since they saw the bus application as something that was to be informative and nothing else. At the same time there was a wish for social media aspects on the bus but that it would be informative. Something that future research should look into and keep in mind is how cultural differences affect the experience in public transport as well as how to design experiences for public transport.