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NTT Data - Reinventing Payphones

NTT Data - Reinventing Payphones

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NTT Data - Reinventing Payphones

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  1. Reinventing the NYC Payphone for the Next Generation February 18, 2013 Submitted by the User Experience GroupMatt Karp, Dan DiFlavis, Alpa Moscarella, and Megan Gibbons

  2. Where Do Payphones Fit Within the Modern New Yorker’s World? The payphone can still be an important part of the New York City landscape Residents and visitors in NYC have perceptions of payphones that haven’t changed in a very long time. In planning the next generation of the payphone, it is critical to consider its place in the landscape of the city and in its citizens’ lives. • Questions to ask: • Where does the payphone fit within the life of the modern New Yorker? • When are people likely to turn to the payphone? What would make them turn to the payphone more often? • How do payphones compete with smartphonesand other sources of information across the city? • What are the qualities and features people expect from the next generation of payphones? • How can the payphone be adapted to fit its surroundings? • What information can be leveraged by the payphonethat is already available or could be easily extracted? • How can city services and businesses be integrated into planning the next generation of payphones?

  3. Where Do Payphones Fit Within the Modern New Yorker’s World? Today’s modern New Yorker receives information from any number of sources and has the ability to make a phone call using easily accessible, technologically advanced devices. If the payphone is to stay relevant, its relationship with these sources must be recognized. Mapping mobile apps (e.g. Google/Apple Maps) Transit/trip planning apps (e.g. EmbarkNYC) Recommendation apps (e.g. Yelp) Instant transportation requests (e.g. Uber) Tourist / attraction apps (e.g. MoMA) • Mobile Landscape MetroCard kiosks Muni Meters MTA bus ticket kiosks Interactive info booths Emergency phones / call boxes 311 Websites • People in Community • Self Service Tools and Communication Local pedestrians Street vendors Information booths Transit schedules Unmanned information kiosks Subway tickers and departure signs Subway announcements Street signs • Static Information Sources

  4. Understanding the Audience • People want a more capable payphone that can help them find directions, locate public transportation, and locate restaurants • While on the street, people are looking to find out their current location, locate public transportation, or find directions to a specific destination • People are more likely turn to a more informative payphone when their smartphone was unavailable, when they were receiving poor reception, or they were in need of immediate, local information These statements are the results of an anonymous online survey created and distributed by NTT Data, used as an early exercise in determining the direction new payphones should take. It was completed by 60+ participants over two days. Confidential – For Internal Use Only

  5. Potential Solutions for the Next Generation of Payphones The ease of accessing information on-demand has skewed opinions of what a new payphone should be able to do, which presents new opportunities that a traditional payphone does not Incorporate a touch screen interface to match that of today’s smartphones and to allow for: • Call dialing with step-by-step instructions and information • One-button access to emergency services • Real-time updates, with potential for communicating emergency messages • Maps with the ability to search for addresses and locations, as well as browse Enhance the existing payphone body with new technologies • Allow the payphone to double as a WIFI hotspot • Include USB ports for charging smartphones or other devices • Include a wireless data transfer point for downloading maps or other information from the phone • Include a camera for video chats, as well as for security purposes Diversify the physical appearance: • Add or enhance functionality to fit specific environments and locations (e.g. easily visible transit directions for a phone located in a subway station) • Incorporate custom external designs to match the surrounding environment (e.g. a phone located in Central Park with park-related imagery) • Cycle seasonally appropriate imagery within the touch interface (e.g. snowy images in the winter) Click to view the demonstration videoPassword: payphone

  6. Considerations for the Next Generation of Payphones When incorporating these new ideas, there are new considerations that must be taken into account With added connectivity options comes added security risks: • Regulate any smartphone-to-payphone communication • Minimize the risk for any hacking through wireless or direct connections Minimize the risk of vandalism • Utilize touch screens that are resistant to graffiti and scratchiti • Leverage the built-in security camera A touch screen interface also brings risk for spreading disease • Incorporate an anti-microbial glass Click to view the demonstration videoPassword: payphone

  7. What’s at Stake for NYC? In rethinking and redesigning the payphone, there are implications that will benefit the city, at large. Confidential – For Internal Use Only

  8. What are the Next Steps? The implementation of a new citywide payphone is too large a project to roll out without research helping to steer it The bottom line: talk to the community to understand what solutions are realistic and what is expected • An informal 60-participant study is not enough – there’s a whole city and community to talk to • Incorporate a broad demographic into your research – just like the city, itself Conduct research on feature preferences and user scenarios • Identify the features and qualities that people want from a new payphone Test designs early and often: keep the public engaged and informed • Put ideas in front of people and gauge opinions • Test prototypes when available to see gauge usage in context • Revise plans and repeat testing for further refinement Confidential – For Internal Use Only

  9. NTT DATA at a Glance • World’s sixth largest IT service provider and systems integrator • Founded 1967 in Japan as the technology arm of NTT Group • $16B in annual revenues in fiscal year 2011 • 60,000 professionals operating in 36 countries • More than 10,000 employees in India • Serving 80 of the Global Top 100 organizations • Executing aggressive globalization strategy

  10. NTT DATA Americas at a Glance • Integrated solutions across infrastructure, applications, and business processes • 18,000 employees / $1.3B in revenues • Offering clients more options through increased depth and industry depth in healthcare, financial and public sector • Successful long-term relationships with diverse customer base • Flexible engagement across consulting, staffing, managed services, outsourcingand cloud Health & Life Sciences 11% Financial & Insurance 23% Consumer & Retail 14% Public Sector 19% Other 16% Mfg. & High Tech. 17% Industry Solutions Advisory Services Application Innovation Flexible Infrastructure Technology/Delivery Practice Areas Cloud Services