1. Transport Systems Catapult Dr Nick Knorr Programme Director – Customer Experience July 15 th 2015

2. Encouraging Innovation in Intelligent Mobility Transport Systems Catapult is part of a world-leading network of technology and innovation centres Set up to bridge the gap between businesses, academia, research and government Long-term investment to transform the UK’s ability to create new products and services in Intelligent Mobility Open up global opportunities and generate sustained economic growth for the future Established and overseen by Innovate UK 2

3. A Translational Infrastructure 3 Invest in research excellence Target areas of UK industrial potential Develop a translational infrastructure Catapults

4. Transport vs Mobility 4 Mobility Transport Intelligent Mobility: The efficient and cost effective movement of goods and people

5. Customer Experience - Overview Vision In a future where Transport will become an integrated end-to-end service provision, CE will build a competitive advantage for the UK transport industry through human- centered insight, business change and the commercialisation of innovations in Intelligent Mobility The CE Circle CE Behavioral Science, Experimentation & Data Analysis Business Change Management Innovation New Business Models PM SE

6. Digital Railway – Concept of Service

7. Traveller Needs Study - Overview

8. Traveller Needs Study – Output Number of journeys with pain-points 74% 58% Increasing likelihood of experiencing a pain-point Multi-modal journey including a train Pure train (single mode journey*) Journeys not involving a train 86%

9. Traveller Needs Study – Output Prevalence of Pain Point Multi-modal journey including a train Pure train (single mode journey*) Journeys not involving a train Main Pain Points Experienced Cost Time taken Personal space Conn- ectivity Travel flexi- bility Clean- liness Finding parking 1 Shading further indicates where pain point is most prevalent MediumVery highHigh 8 8 3 10 5 11 13 3 32 21 43 20 2414 42 %age of travellers for whom this was a pain point 4 12 18 64 Reli- able arrival time 11 15 Unable to sit 13

10. Traveller Needs Study – Output 1 2 3 Being able to travel when they wanted ‒ 48% Trusting the journey would go as expected, be smooth and be without delays ‒ 41% Comfort – personal space, able to talk to travel companion and solutions for luggage ‒ 41% Percentage selecting a given attribute as important: Non-rail journeys where rail was an option