“Welcome on board!”, I said as a group of four co-creation participants entered the meeting room. We had marked a 3.2-metre by 1.2-metre rectangle on the floor with masking tape and asked our participants to imagine that they were travelling in an autonomous shuttle bus without a driver. “How would you as a group of travelers organise the interior of this shuttle bus to make yourselves feel most comfortable?”

“欢迎光临！”，当四个共同创建的参与者进入会议室时，我说。 我们已经在地面上用胶带将3.2米乘以1.2米的矩形标记了起来，并让我们的参与者想象他们正在乘坐无人驾驶的自动穿梭巴士。 “作为一群旅客，您将如何组织这辆穿梭巴士的内部，以使自己感到最舒适？”

The aim of this user-centred design project was to design a service concept and interior of a driverless shuttle bus. Fortum Design was interested in this transportation challenge, which could reduce the usage of private cars and therefore help to combat climate change. We identified the potential users of our future service as people who use a private car for commuting between home and the metro station on their way to work.

这个以用户为中心的设计项目的目的是设计无人驾驶班车的服务理念和内部。 Fortum Design对这一交通挑战很感兴趣，这可以减少私家车的使用，因此有助于应对气候变化。 我们确定了我们未来服务的潜在用户是在上班途中使用私家车在家庭和地铁站之间上下班的人。

To boost the design process, we decided to use a set of methods:

为了加快设计过程，我们决定使用一组方法：

• Preliminary interviews at Fortum’s facility在Fortum工厂进行的初步采访
• Contextual interviews near the homes of participants when travelling to the metro station by car开车前往地铁站时，与会人员家附近的背景访谈
• A co-creation session at Fortum’s facility在Fortum的工厂进行联合创作
• The projective technique of collaging to understand emotion-based needs协作以了解基于情感的需求的投射技术

We were not only concentrating on spending time in the context, but also conducted interviews and made use of co-creation with some ideas borrowed from psychology. Let me tell you more about these phases.

我们不仅专注于在上下文中花费时间，而且还进行了访谈，并与从心理学中借来的一些想法进行了共创。 让我告诉您更多有关这些阶段的信息。

初步面试 (Preliminary interviews)

We first interviewed people at Fortum’s facility to get a first impression of the needs of our potential target group. We wanted to understand their mornings and how they get to work, and how they perceived different transportation methods. During this phase we already got some ideas as to how a digital solution could serve these people, and what the hygiene factors were that needed to be taken into account when designing the service. We learned that people are not all the same — we need to understand the spectrum of different needs in order to design a service that works for all. For example, some people leave their homes every morning at the same time and make plans for weeks ahead, whereas others may need more flexibility when it comes to getting around.

我们首先采访了Fortum工厂的人员 ，对我们潜在目标群体的需求有第一印象。 我们想了解他们的早晨，他们如何上班，以及他们如何看待不同的交通方式。 在此阶段，我们已经对数字解决方案如何为这些人提供服务以及在设计服务时需要考虑哪些卫生因素有了一些想法。 我们了解到，人们并不完全相同，我们需要了解各种需求，才能设计出适合所有人的服务。 例如，有些人每天早上在同一时间离开家园，并为未来几周制定计划，而另一些人在出行时可能需要更大的灵活性。

出去发现背景…… (Step out to discover the context …)

Preliminary interviews were followed by contextual interviews. We visited the interviewees’ home areas and accompanied them on their typical route from home to the metro station.

初步访谈后进行上下文访谈。 我们访问了受访者的家乡，并陪同他们进行了从家到地铁站的典型路线。

As is well known, changing people’s behavioral patterns is difficult, and this is the case also when it comes to cutting down on the use of private cars. Consumers must feel that a service creates value or solves a problem in their everyday lives — and must certainly not cause new difficulties. By understanding consumers’ everyday lives, we learned about the problems that must be solved and how to nudge people towards more desirable behaviour.

众所周知，很难改变人们的行为方式，在减少私家车的使用时也是如此。 消费者必须感觉到服务可以在日常生活中创造价值或解决问题，并且一定不能引起新的困难。 通过了解消费者的日常生活，我们了解了必须解决的问题以及如何将人们推向更理想的行为。

Changing people’s behavioral patterns is difficult, and this is the case also when it comes to cutting down on the use of private cars.

改变人们的行为方式很困难，而且在减少私家车的使用时也是如此。

To reach our interviewees in their everyday context, we woke up very early in the morning to discover the secrets of last-mile transportation. We reached out towards our potential customers before they went about their everyday tasks. These early-morning efforts paid off, as we gathered valuable insights about rush-hour traffic, packed buses and irritation when some people are slow in finding their bus tickets or money when others would like to get to work as soon as possible.

为了让我们的受访者在日常工作中都能接触到我们，我们很早就醒了，以发现最后一英里交通的秘密。 在潜在客户开始日常工作之前，我们与他们取得了联系。 当我们收集了有关高峰时间交通，拥挤的公交车和烦人的宝贵见解时，这些清晨的努力得到了回报，当有些人找不到车票或别人想尽快上班时，他们会花钱。

Contextual interviews proved to be an excellent way to get first-hand insights into how people’s mornings are, why private cars are the preferred means of transportation, and the needs and pain points of everyday life that we could address with our future service. Armed with all this information the group of designers created a first draft of the service, with nice mobile app screens and a description of the journey.

实践证明，进行上下文访谈是了解人们的早晨状况，为什么私家车是首选的交通工具以及我们未来的服务可以解决的日常生活需求和痛点的第一手资料。 借助所有这些信息，设计师团队创建了该服务的初稿，其中包含漂亮的移动应用程序屏幕和旅程说明。

…或伪造上下文 (… or fake the context)

After some internal design work, we wanted to validate our service concept with the same people and invited them to a co-creation session. Our aim was also to bring them together to co-design the interior of the vehicle. Because no autonomous shuttle buses existed to make the context real, we decided to fake the context.

在进行一些内部设计工作后，我们希望与同一个人一起验证我们的服务理念，并邀请他们参加共同创作会议。 我们的目的还在于将他们召集在一起，共同设计车辆内部。 由于不存在使上下文真实的自动穿梭巴士，因此我们决定伪造上下文。

We did not only want to understand the layout of the vehicle, but also to get the ambience right.

我们不仅要了解车辆的布局，而且要正确地获得氛围。

Let’s get back to the situation in which this whole story started. We welcomed our four participants on board as a group of strangers to each other. And we did not only want to create the interior of the vehicle but also to get the ambience right.

让我们回到整个故事开始的情况。 我们作为一组陌生人欢迎我们的四名参与者。 而且，我们不仅要创造车辆的内部空间，而且要获得正确的氛围。

In the space of a half-hour or so, the participants tried out different layouts, and we came to the conclusion that the interior of the shuttle bus should not imitate a conventional bus. “Any lunatic could attack you from behind and there would not even be a bus driver around to intervene”, someone argued. We also learned that in a threatening situation caused by another passenger, notifying the contact centre could preferably be done discretely with a mobile app rather than with a touchscreen installed inside the shuttle bus. This finding challenged our preliminary interior design.

在半小时左右的时间内，参与者尝试了不同的布局，我们得出的结论是，穿梭巴士的内部不应模仿传统的巴士。 有人争辩说：“任何疯子都可以从后面攻击你，甚至没有公交车司机来干预。” 我们还了解到，在另一位乘客造成威胁的情况下，通知联系中心最好使用移动应用程序而不是通过在穿梭巴士内部安装的触摸屏来离散地进行。 这一发现对我们的初步室内设计提出了挑战。

心理学方面的一点帮助 (A little help from psychology)

Next, I asked the participants to carry out a short exercise on emotions to determine how they would like to feel when travelling on the shuttle bus. I gave them a pile of magazines with plenty of pictures and asked them to prepare collages in pairs. They cut pictures from the magazines to create a representation of the kinds of emotive surroundings they would like to travel in to their workplaces or home. “I think this should be cool, an educated person’s way to travel”, said one of the participants. “And it’s also important to feel safe”, added another. “I would love to see Finnish brands sponsoring these shuttles and giving them an identity”, concluded the third. “And don’t forget the fresh coffee that makes my mornings”, said the fourth.

接下来，我请参与者对情绪进行简短的练习，以确定他们乘坐穿梭巴士旅行时的感受。 我给他们一堆杂志，上面有很多照片，请他们成对准备拼贴画。 他们从杂志上剪下图片，以表示他们想进入工作场所或家中的各种情感环境。 一位参加者说：“我认为这应该是一种受过良好教育的人出行的方式，很酷。” “另外，保持安全感也很重要”，另一位补充道。 “我很希望看到芬兰品牌赞助这些航天飞机并给他们一个标识”，第三名总结道。 “别忘了让我早上起来的新鲜咖啡”，第四个说。

设计新东西时要考虑什么 (What to consider when designing something new)

I wanted to share this case with you because I truly believe that by using a combination of methods and techniques it is possible to increase the value and reliability of design, which also ensures business success for the company.

我想与您分享这个案例，因为我真正相信通过结合使用方法和技术，可以提高设计的价值和可靠性，这也可以确保公司的业务成功。

我的三个主要见解： (My three key insights:)

1. Conduct contextual interviews or make observations to obtain first-hand knowledge from your potential customers.

1. 进行背景访谈或观察以从潜在客户那里获得第一手知识。

In our project, the only way to create first-hand experiences for our potential customers was to visit our participants and briefly take part in their everyday lives. During these short visits, we learned that people are not alike but are instead individuals with their own habits and behavioral patterns.

在我们的项目中，为潜在客户创造第一手体验的唯一方法是拜访参与者并短暂参与他们的日常生活。 在这些短暂的访问中，我们了解到人们并不相像，而是具有自己的习惯和行为方式的人。

2. If there is no context available, try to fake it.

2. 如果没有可用的上下文，请尝试伪造它。

Faking the shuttle bus with masking tape and a couple of chairs and having “passengers” try out different layouts gave us valuable information. To make the most of the situation, we brought our participants together for the first time. In this way, the situation of being strangers together in the shuttle bus would feel as authentic as possible. Our initial layout of the shuttle bus included a touch screen that enables passengers to call for help if there were any difficulties on board. With the help of this exercise, however, we learned that it would be a provocative course of action to call for help via a touchscreen. Passengers would rather call for help discretely with their mobile phones.

用胶带和几把椅子伪造穿梭巴士，让“乘客”尝试不同的布局，这给了我们宝贵的信息。 为了充分利用这种情况，我们首次召集了参与者。 以此方式，在穿梭巴士中成为陌生人的情况将变得尽可能真实。 我们最初的穿梭巴士布局包括一个触摸屏，如果机上有任何困难，乘客可以拨打电话寻求帮助。 但是，借助此练习，我们了解到通过触摸屏寻求帮助将是一种挑衅的行动。 乘客宁愿使用手机来单独寻求帮助。

3. When designing emotive surroundings, it might be worth trying out projective techniques or other psychology-driven methods.

3. 在设计情感环境时，可能值得尝试投影技术或其他心理学驱动的方法。

Experience is everything, but how can ideas be probed for from people for something they have never experienced, and might not even be able to express? The use of a projective technique gave us ideas on how to take ambience into account in addition to creating the experience based on functional needs.

经验就是一切，但是如何从人们那里探寻他们从未经历过，甚至可能无法表达的想法？ 投射技术的使用为我们提供了有关在基于功能需求创建体验的基础上如何考虑环境的想法。