Voice assistants and railway passengers : A user-centered exploration of value creation opportunities in a railway service context

Abstract: There is a current rising trend of using voice assistants (VAs) to perform tasks in new ways, and various companies are considering introducing them as part of their service propositions. One such company is the railway service provider SJ AB that is interested in understanding how a VA may benefit their passengers. To better understand the utility of a VA in the railway service context, this thesis aims to explore the value creation opportunities that the introduction of such a technology presents. This exploration is done through identifying the potential functionality of such a VA, what value that functionality can create for passengers, and what barriers exist for creating that value. This identification is done through a user-centred research process, during which design probes and experience prototyping were carried out with railway passengers and analysed through qualitative content analysis. The results show that a VA presents fast, convenient, and intuitive access to a wide set of functions but is hindered by its invisible affordances and the user’s preconceptions. It shares several functions with existing channels, presented in a new way, that span the entire course of the train journey. The functionality and the identified functions primarily create utilitarian values, which connects to the passenger’s pragmatic view of the service. Furthermore, the passengers perceived the VA as an agent able to take over responsibilities and tasks from the passenger, resulting in a peace of mind but also a diminished sense of control. Finally, the railway service context affected what functionality is suitable, what values can be created and what barriers need to be considered. Some of the value creation possibilities and barriers are also contemporary and might change with shifting social norms and further technological development.