Theme MaaS+;

Increasing the freedom of choice in transportation,

CASE OTANIEMI
CAMPUS

Summer project:
Service design course
(June-August 2017)
Organizers: Department of Industrial Engineering
and Management (Prof. Risto Rajala)
and Department of Design (Prof. Tuuli Mattelmki),
Aalto University

Course received Aalto Living + Platform seeds

grants in May 2017

Course Lecturer: Dr. Helena Sustar,

helena.sustar@aalto.fi

Aalto Living +
Platform

1
 Increasing Freedom of Choice in
Transportation: Case Otaniemi
Campus
Mobility as a Service (MaaS) brings together
different kinds of transportation into one sin-
gle point. The concept was coined in Finland
and it has absolute support in the national
transport policy level. It is widely recognised
as a disruptive innovation, which is changing
Helena Sustar, PhD
transportation habits through digitalization.
helena.sustar@aalto.fi
It combines transport possibilities from dif-
ferent providers; allow travel planning, park-
ing and payments. MaaS is an alternative to
private car ownership.

This is the socially pertinent topic in research and teaching at

the Aalto University. At the multidisciplinary summer proj-
ect course for Ba and MA students from all Aalto schools, we
decided to look in this topic more closely. In autumn, 2018
School of Arts, Design and Architecture is moving to Otaniemi
campus. Despite this, many Otaniemi visitors still have diffi-
culties to get around places and spaces. Despite construction
sites Otaniemi is a great place for walking and cycling with
many interesting spots and places to discover.

The course examined existing mobility and navigation services

for visitors, students and those living there, researchers and
service staff. We looked at Otaniemis historical development,
on-going projects and future developments. We fully grasped
MaaS concept and its future progresses by visiting a young
start up, which is successful in MaaS implementation negotiat-
ing with existing providers and government. Other visit was to
2
a company, which is already well-established MaaS provider and
it is changing the users behaviours towards higher use of electric
car-pooling services.

Students chose two projects: the first was investigating outdoor

navigation for Otaniemi visitors and the second one explored pos-
sibilities for Otaniemi cycling services.

To understand possibilities for mobility in Otaniemi we created

GIGAmaps; speculated transport future in Otaniemi with design
fiction what if. Cycling around Otaniemi gave us insights of
many hidden places and spots. Students observed visitors coming
to Otaniemi and their navigation habits when finding known, but
also unknown places. With case analysis and benchmarking we
tried to understand how other mobility business work.

The two projects in the booklet represents human centred and

sustainable solutions for all Otaniemi residents and visitors. The
complex and confusing campus has currently complicated indoor
and outdoor signs. Therefore the first project suggests the redesign
of the campus signs and navigation system following unified, clear,
and easy principles. The second project is taking the first steps of
creating a unique biking culture to Aalto and Otaniemi campus. A
service that combines the convenience of having a bike available
inside the campus and enabling carefree and fun way of mobility.

Acknowledgments

First, I would like to thank Aalto Living + Platform, who sup-

ported this course with seeds funds, organizers Department of
Industrial Engineering and Management (Prof. Risto Rajala) and
Department of Design (Prof. Tuuli Mattelmki). Then, thanks to
all presenters from ACRE, Siili Solutions, Aalto Campus Develop-
ment and PhD and master students for their inspiring lectures and
insights. Tuup and OP Financial Group for visits. Many thanks to
Design Factory and their staff, who offered a space and support
during the entire course. And OtaReach group who gave initiative
for this course.

Finally, thanks to students, without them this course would not

have been possible.

Dr Helena Sustar, Course Lecturer

3
 Project 1
Proposal for Aalto City

1. Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

2. Background. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

3. Design Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

4. Design Process. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

4.1 Discover . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
4.2 Define. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
4.3 Develop. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
4.3 Deliver . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Appendix. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

4
 Project 2
Campus Bikes in Otaniemi

1 Abstract, our team and brief. . . . . . . . . . . . . . . . . . . . . . . . . . 40

2 Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

2.1 The development of Otaniemi campus . . . . . . . . . . . . . . 44

2.2 Biking in Otaniemi. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
2.3 Interviews and questionnaire . . . . . . . . . . . . . . . . . . . . . 48
2.4 Benchmarking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
2.4.1 Case: Google campus bikes. . . . . . . . . . . . . . . . . . . . . 52
2.4.2 Case: DriveNow car sharing service . . . . . . . . . . . . 54
2.4.3 Case: HSL city bikes . . . . . . . . . . . . . . . . . . . . . . . . . . 56
2.5 Focus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58

3 Service. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61

3.1 Creating a culture. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62

3.2 The application. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
3.3 Locking system. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66

4 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

5 Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70

5
 Mobility as a Service -
Project 1

PROPOSAL FOR
AALTO CITY
N E V E R G E T L O S T I N AT T R A C T I V E O TA N I E M I
Huang Ting-Hao
Yang Ting-Jhen

6
Huang Ting-Hao Yang Ting-Jhen
MS International Design MA Collaborrative and Industrial
Business Management Design
Aalto University Aalto University
howardiori@hotmail.com ting-jhen.yang@aalto.fi

M.S. of Electronic Engineer, doing service design now

2 years IT consultant, now focusing on
Service Design. worked in furniture design
for 3 years
Designer who is close to business.
Businessman who is close to engineer. studied industrial design & strategy
Engineer who is close to Designer. design in university

7
 1.ABSTRACT

Otaniemi is the main campus of Aalto University and it will soon

grow to a hub and engine of innovation impact. However, the

complex campus is always confusing to the residence and visi-

tors and things will get worse when more services establish after

the metro and new construction finish. Our mission is to provide

a human-centered and sustainable navigation solution for the

campus. We use close observation to dig deeper to the roots of

the problems and discover that it is caused by the complex signs

and non-logical naming building system. The whole navigation

system should be redesigned and following unified, clear, and

easy principles by the guideline of usability. We believe that after

redesign the navigation system, Otaniemi can be more attractive

to people and become the heart of the Aalto City.

8
 2. BACKGROUND

While doing the Maas project of Otaniemi campus, we started to

recall the experience and memory: felt excited but got lost at the

orientation day, went to apply the document but faced difficuli-

ties to find the right service points, be confused about the name

of the building; for instance, Otakaari 1 means the main building

also, spent some time for serching the exact classroom.

But, we enjoyed the bird watching tower, we liked to take the fer-

ry to the island from Otaniemi, we were attracted by the simple

and peaceful chapel, we loved the stadium designed by Alvar Aal-

to.

That is, we want to make improvement for this attractive campus.

9
 3. DESIGN METHOD

Case study Design Gap Shadowing Vision

Benchmarking Questionnaire Individual- Implement guide
Interview Re-brief interview
Mind-mapping Storyboarding Giga-mapping
Affinity diagram
User profile

DISCOVER DEFINE DEVELOP DELIVER

During the service design course, we learned several methods which helped us dig
deeper into the topic, analyse the data and information we got in different stages,
expand the view for dealing with the task.
We used these methods in each design process and the conten will be illustrated in
the next chapter.

10
 4. DESIGN PROCESS

DISCOVER DEFINE DEVELOP DELIVER

11
 4.1 DISCOVER

In the first stage, we tried different way to find the real problem.

Firstly, we learned from others: from the mobility cases to know what are the simi-
lar situation be done; from the application cases to realize how does the school nav-
igation system be planed, what kinds of information need to be shown, and what are
the partners in the project.

Secondly, we heared the voice from people by interviewing them, analyzed the data
and building user profiles as well as the classified their opinions into 9 groups.

12
1. Case Study1 - Test Aalto Space Campus Application On Site
Aalto space is an application of the room booking. In the previous course, the user inspired
design, our appointed task was using this app. We spent one day there starting from down-
loading the app and find the room which we booked. Take this case we did before, these
were several points we can take into this project.

Accessibilities are different

We did not expect that our team memeber used the Nokias window phone which could
not download the app.

Accessibility is limited
The phone number was needed when logger-in. We thought that if it could be log in by
aalto account or the guest came here for meeting could log in by email might be a better
way

User experience is not consistent & user needs to learn

While finished booking the room, the time we book started to count down - the logic was
quite different from the booking function we used for example the time was starting after
we arrived the room.
We could not reserve precise time, only 3 options - 30, 60 and 90 minutes.

Physical signs and the application need to be integrated

We were lost at the stairs and the doors in the building which took about 15 minutes to find
the room we booked and followed the app. Clear physical signs might need to be consid-
ered/designed together or be shown on the application

Case Study2 - Future Aalto Platforms

In the service design Hackathon by Hellon, the background information slides from them
was one the great material for us to realize the Aalto people more - students, professiors &
lecturers, service personnel and the alumni. The information are the needs of the people as
mentioned before which might also be the issues we will face in the project.

DO - common needs for all the DONT - users frustrations with

user groups current systems
I want to know what to do. Too many tools, too many passwords.
I want to know where Im heading. Information is messy, contradictory and outdated

I want to connect with other people.
I want to get personally relevant information.
Collaboration is not supported, collaboration tools
dont exist.
Giving and receiving feedback is not encouraged by
the platform.
The platform doesnt support social aspects of life.
Platform doesnt support managing work and study.
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 Case Study3 - Mobility in the MIT Campus
Took the mobility in the MIT campus which was designed to have affordable, low-carbon
transportation options about commuting as one of the reference cases, we got the following
points which we can take consideration into our project:

Clear target group

The project focuses on the staff and the inside commuters first who have the schoolID/
accoun can be connected with the traffic pass discount.

Multiple choices
Give several choices for people to adapt the new changes and offer the flexibility.

Different levels & Step by Step

Different choice with different levels and some of them alter a little bit every year.

Integration
The change and project of school need the cooperation among public sectors to school
organizations and the research labs. Professionals from various fields are necessary.

Variable aspects
The change and project of school need the cooperation among public sectors to school
organizations and the research labs. Professionals from various fields are needed.

2. Benchmarking

First stage:
For the navigation issue, we started from
collecting different types of application in
many fields as following:
Traveling
Mountain climbing
Museum guiding
Store / Food searching

Second stage:
We focused on other universities how do
they tackle with campus navigation system
especially the school which have different
campus in multiple areas.
RMIT was the impressive case which
included clear and detail information of
services, places, sights in the application.
14
3. Interview

3 target groups:
senior students 5 groups questions
junior students
visitors

Impression & change:

What was you first impression / feeling of the Otaniemi campus?
How do you feel about the campus recently?
What are the purposes of you to go there?

Experience:
Can you talk about one of the impressive experience or the experience recently? What was
the situation?
Was there any difficulty? How did you solve that?

Recommend / Improve:
Are there anything good / bad infrastructures, service and so on you want to recommend /
improve?

Expectation:
Do you have any expectation of the campus recent changes and development?

More than a school:

Do you know there are some sights you can visit rather than academic services like bird
watching tower, chapel?

As a starting point, we did not want to focus on specif-

ic problem leading to the mobility topics directly. We
wanted to hear the voice more about the emotion and
feeling and realize the reason of these changes - the
real situation they faced.

15
TRANSPOR- OUTDOOR INDOOR BOOKING EXPL
TATION NAVIGA- FACILITY
TION

public toilets
tranportation printing points reservation

taxi equipments event

meeting points
bike lockers space
right buildings secret

9 categories include:
Demands, Experience, Expectation of Otaniemi

The graphic illustrates the relation among the 9

categories: Transportation, Outdoor navigation,
Indoor facility & Booking are the main functions
which connect the others. We would like to start TRANSPOR-
from these 4 then expand to others. TATION

EXPLORE

FOOD & SHOP

COMMON SPACE

EVENT

STUDENT SERVICE
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LORE FOOD & COMMON EVENT STUDENT
SHOP SPACE SERVICE

green field
restaurant kitchen AYY
cafe learning hubs YTHS
convient store lounge exhibition offices
supermarket party space activities student -
places souvenir sauna Aalto festival organizations

OUTDOOR INDOOR BOOKING

NAVIGATION FACILITY

17
4. User profile

I am fast learninng
and quick adapting.
Love to explore the
nature and be along
Hieu
26 years old
with friends.
computer science
Vietnamese

Extrovert Introvert Technical Forum

PERSON- Sensing Intuition Table Tennis
HOBBY
ALITY Feeling Thinking Basketball Biking
Perceiving Judging Camping Jogging

The Finnish service systems are hard to know, I ask Finnish friends for help.
There are not many chances to meet new friends and new events.
PROB-
Regions tickets are expensive, I seldom go to Helsinki.
LEMS School website is complicated and not friendly to use.
Otaniemi is only a campus, a little bit boring.

I enjoy making new

friends, exploring new
places, learning new trends
to broaden my view.
Tang
36 years old
Physics
PHD
Chinese

Extrovert Introvert
Mountain Climbing
PERSON- Sensing Intuition
HOBBY Reading Magazine
ALITY Feeling Thinking
Photography
Perceiving Judging

Before arriving the campus, I would like to check & make sure every details.
PROB- For instance, the documents, the timetable, the transportation of the orientation day.
LEMS I will visit the Otaniemi campus before the orientation day.
I will spend some time walking and exploring the campus.

18
 During the travel, the lonely time
always inpire me and refresh my
thoughts; the people, the places I meet,
are the best spicies of my creativity.

Natalie
30 years old
artist
German

Extrovert Introvert Sketching

PERSON- Sensing Intuition HOBBY Traveling
ALITY Feeling Thinking Visiting Museums
Perceiving Judging

By following the footsteps of Alvar Aalto from a travel guide book-Mondo, the Ota-
PROB- niemi campus is one of the spot I plan to visit. Without many plans, I hope I can find
LEMS the places easily and some other unexpected, interesting places also.

19
 4.2. DEFINE

After the Discover stage, we found that these was a design gap among the original
task, our initial thoghts and what we wanted to do later on. As a result, we re-briefed
the project, set clear guidelines to frame our plan.

In addition, the limitation of this project motivated us to consider that how to con-
tinue the work more efficiently as well as more effectively.

Before the shadowing started in next stage, the developing, we used storyboard-
ing to plan it, setting the characteristics and the senarios to help us get the insights,
real feeling, and as much as possible information from limited participants in lim-
ited time.

20
1. Original brief:
Sustainable application for all the stakeholders: freshman, senior students, visitors, staff
Possibility to advertise services in Otaniemi: Alepa, R-kioski and health services.
Possibility to integrate with business student.

2. Limitation
we have limited research and reference
the summer vacation: hard to have a workshop with many students
short period course
only 2 members in a group

3. Argument:
Interviewers demands were various including different fields.
If we would like to serve all their needs, it will like the Aalto website with too much content,
information & become complicated.
We chose the target groups with similar needs.
The seniors were also the freshman & visitors in the beginning.
Other demands and users can be devoloped in the later stages.

4. Re-brief:
Sustainable outdoor navigation application for freshman and visitors.
Focus on the functions related to navigation only.

5. Storyboarding: these are the points we wanted to achieve

The participants can explore more campus sights; more than a school.
Do the close observation. We are the facilitator only.
After facilitating, we can have face to face interview.

6. Storyboarding: 3 stages - Before, During, and After visiting

Before visiting: 1.Elaborated the purpose of visiting. 2.Told them we will follow thier plan.
During visiting: Documented whole the visiting in detail, their acts, feelings, situation, problems.
After visiting: Did interview getting their insight, feedback, experience and so on.
Followings are the questions we asked in each stages.

Before Visiting During Visiting After Visiting

Shadowing Close Interview

21
 Before Visiting

1. Before arriving: elaboration

Elaborated their characteristics (e.g. visitors / student come
here for tourism / conference / other purposes).
Gave the task to them - described the initial senario and they
could continue when visiting (e.g. you went to Otaniemi for vis-
iting the sights, and you could decide the place and the routes)

2. After arriving:
What is your plan today?
How did you get these information (e.g.from Google, Aalto web-
site, travel guide or etc.)?
How did you get here? Was there any difficulty (e.g. hard to find
the bus stop and the place)?
What was your first impression of Otaniemi campus (e.g. the
atmosphere, the surroundings)?

During Visiting

What is the problem you are facing?

What is the possible solultion in your mind?
Why did you make this decision?

Shadowing

After Visiting

During the visiting, is their any change of your impression of

Otaniemi comparing to the first impression?
Is there any good thing that you will recommend to your friends?
Is there any inconvenience?
Is there any part you want to improve? Any other suggestion?
Close Interview

22
Storyboarding 1

Yi-Chiao
24 years old
1st year PSD student
Came to Otaniemi several times but mainly in Fablab, A Space.

Ying-Yu
26 years old
Graduated from school in Sweden.
First time visiting Otaniemi, come here to meet friend.

Yi-Chiao
Represented the freshman who does not know Otaniemi campus
very well.
Received a walking map at orientation but did not visit the sights on
it before, so she wanted to follow the map.

Ying-Yu
Represented the visitor who came here the first time.
Came here to meet Yi-Chiao and wanted to visit Alvar Aalto archi-
tectures.

23
 Storyboarding 2

Vickie
24 years old
Music Bachelors degree
Worked in Finland for 1 year.
First time visited Otaniemi.

Vickie
While she did not know Otaniemi campus and without any plan, we
gave her a task, a fake conference - she came here to participate
the sound conference which was related to her background.
We gave the necessary information like the place, time and also the
Otaniemi campus map in advance.
The meeting point was at entrance F where we would met her and
then started shadowing.

24
 4.3. DEVELOP

Two groups of participants would follow the storyboarding in the beginning, and in
the develop stage, we were the facilitator and followed their acts - how they found
the place since getting off the bus, all their problems, acts, difficulities will be docu-
mented.

In the following pages, we used journey map to illustrate the during visiting stage.
Additionally, the opinions, feedback we got from before visiting and after visit-
ing would be organized togerther.

25
During Visiting

see the existed

signs & maps

read the
campus map
on the phone

use
Google map

Yi-Chiao has visted li- looked around and en- wanted to find the toilet
brary before, so they en- joyed the furniture
tered without hesitation
DOING

See the sign but still The atmosphere is The map is too high to
want to enter. contradicted, one is for see the toilet sign; the
THINKING studying, but another gray and black are diffi-
space is playful. cult to recognize.

FEELING

continued to the garden, scanned the QR code concidered the next spot
and found some signs on and got short intro- through walking map,
DOING the road dustion of the space they decided to go to
Otaniemi
chapel

The sign is too small The QR code can work! Maybe we can go to
and dont know the but the content doesnt seashore?
THINKING meaning, routes are tiny attract me On google map, it shows
on the walking map, lets that there is a bus can
use google map only! arrive chapel.

FEELING

26
went out & decided to went out & checked the
change the way from saw map wanting
building to Otakaari 1 to visit the saw building
Read the map that Can I go down by this road?
Otakaari 1 is closer than Is there any bicycle here can
use?
the saw building.
I See the signs but they are
written in Finnish which dont
work for us.
saw the big sign and went to Tff for lunch
then entered the chapel (we decided to go to
Tff before the visiting,
so they didnt need to
find the restaurant)
We find the place!
way to saw building
No detail routes on the
walking map, lets ask others
and checked on google map
instead.
The door at saw building can
be opened or not?
after lunch, they finished
the tour, so we guided
them to Dipoli
The door is not locked,
lets look at the inside
Decided to go to garden
for decayed wood. Pass by
sculpture studio and en-
tered. One staff introduced
the place.
Can we go inside? Id
like to visit
visited Otahalli as the fi-
nal spot and we did the
close interview
27
During Visiting

see the existed

signs & maps

read the
campus map
on the phone

use
Google map

got off the bus found Otakaari 1 tried to find Y231 the reception s
room, read the big by and sugges
use the interac
DOING map at 1st floor first to search infor

The recommend I ignored the road The map doesnt have I want to try i
route on google map signs. When arriving all the classrooms, only
THINKING was not easy to find, the building, I read the show those at 1st floor.
so I chose the wider map I received to check
route. the entrance F.

FEELING

the big blue flag signs kept going at the Y without the room num- finally found
were in every floor region, but there were bers on the map, watched
the number markd on
DOING some doors
every door to find the
right room

They shows inform- Can I open this The numbers were I make it!
taion, but I dont get door? too small to be seen!
THINKING what I need.

FEELING

28
staff passed there was another big wanted to know where the last room number Look at the map again
sted we can guide map on the right she was, but couldnt at 1st floor was Y198, at 2nd floor. The only
ctive screen find the my location
rmation side of the screen button at the bottom so she decided to go information has gath-
upstair first ered is the M area.

it! I read the guide map I cant find the [where I noticed the red sign Theres no room
first, but I cant see I am] sign directly is M region, and another numbers on the 2nd
the classroom infor- showed on the screen way is a door, maybe I floor map, where is
mation, so I try the map. cant enter the door, try the room 231?
touch screen. the other direction.

d the room during free time, Vick- followed the route found something passed by the urban
ie decided to go out without any plan and interesting at the ac- garden and finished
and explore sign coustic building the visiting because of
the time

I am not good at It is interesting, and The route seems like

reading the map, just I want to get in to going to the residen-
pass this map and visit but the door is tial area.
follow the path. locked.

29
Findings
confuced
can I open/enter...
stages where is the place/information
is there...can use/help...

its interesting
Im curious of...
without problem
enjoy

I cant...
its not interesting
tired

In before visiting and after visiting stages, we asked participants questions about the 10 cate-
gories below:

Emotion Impression
Expectation Inconvenience
Experience Problem
Feedback Recommendation
Feeling Solution

Next we analyzed and classified the data we got into 3 main aspects.

Need a friend to go with: architecture and interior were good, but they
would hesitate to go alone because the buildings were similar outside
also the closed doors.
If more visitors come, visible good restaurant & cafe are necessary, not
Sights only the students restaurants. Or some symbols can be seen outside to
inform people are needed.
More than Alvar Aaltos architures, there were many attrations like bird
watching tower, the seashore, the forest path, the chapel, Dipoli could be
promote more and the information could be found easily.
The reception / info center could be put in the learning center which
was more obvious after getting off the bus.

30
 Different signs used different systems (e.g. colours, fonts, languages,
fonts and so on.)
Clear physical signs were necessary near bus stops, the entrance of
buildings, the cross roads.
Signs Symbols / landmarks were needed at the entrance or in front of the
buildings that visitors could know where are they easily.
QR code / audio guide at the sights were good for visitors if they would like
to know more information of the place they were interested.
They ignored the signs because they found that they did not get any
help when they saw the signs at the first time.

Campus was bigger than seeing on the map and expected before.
Walked too long and got tired. Could be good to have bikes.
Cycling route should be seperated.
Too much information on school website, and they were in the standard
format which reduced the interest to use.
Other From level 1 to 10, the experience toady was 4.
feedback Not good at reading map, usually ask people if she wants to find some-
thing or gets lost, as the summer vacation, only met few people in the
campus.

Like a maze, hard to find anything especially restau-

rants. Always need to use Google Map or ask others
to find the places. - Yi-Chiao

Otaniemi is the campus and I would like to visit the

students exhibitions and students works. - Ying-Yu

I focused on the Google map only, and the road sign did not
help me. I am not good at reading maps. I will enjoy more
if there are restaurants and cafe where I can easily enter.
- Vickie

31
 4.4 DELIVER

Based on the above stages, we concluded 3 main topics in our vision: Unified, Clear
and Easy navigation system should be implemented. The physical signs needed to
be integrated and re-designed within the same guideline even they were in different
places or belonged to different organizations and authorities. The next page will
show the detail content of our vision and the implement guidance.

We used service design tools to discover the prob-

lem which was not designing an app, a platform or
a website, the physical navigation system should
be re-designed first instead and be connected to
google map to help the outdoor navigation prob-
lems! - team FINLAND

32
UNIFIED
Consistency e.g.
signs in different buildings still use same logic
Standards
The format of all the signs, building naming
system, and logic of mapping system should be
unified into one system. People can find the infor-
mation in different places by following the similar
logic and no needs to guess.

CLEAR
Visibility e.g.
symbols of the building to inform people what
Recognition the building is & clear floor guide system
The physical navigation should be found easily; for
example, the location and the content of different
signs & maps in one space need to be organized.
clear map of all
When people using the signs and maps, they can the rooms at each
floor
recognize the information directly without going
back and forth; for instance, check the floor maps clear floor guide symbol at the
at the 1st floor
and the touch screen at the same time just want to entrance

find the information.

EASY
Efficiency e.g.
people can find the information without too
Flexibility many steps
When people need the information, they can find
it efficiently without trying more than one chan- read the map follow the sign find it !
nel and too many steps such as while using the
interactive screen map. The navigationsystem
should also be accessed by different people;
for instance, some people are good at reading the
map, but some people ask others and follow the
signs only.
33
34
UNIFIED,
CLEAR,
EASY
Navigation System
Is Needed

35
36
ATTRACTIVE
Otaniemi campus
Needs Promotion

37
 APPENDIX

Case study

1. Test Aalto Space Campus Application On Site

Justice and Accessibility in Usesr Inspired Design course
Contact : Antti Raike, Senior Advisor in ACRE

2. Future Aalto Platforms

Service Design Hackathon by Hellon
Contact :Ida Rainio, Service Designer in Hellon, ida.rainio@hellon.com

3. Mobility in the MIT Campus

https://sustainability.mit.edu/topic/low-carbon-campus#!mobility

Benchmarking
Lost On Campus by StudentVIP and RMIT Map application on itunes
Developer: Student Services Australia

38
 Mobility as a Service -
Project 2

CAMPUS BIKES IN
OTANIEMI
Linda Mandell
Tomi Hyypp

39
 1. ABSTRACT

We took on a challenge to rethink the campus bicy-

cles concept and how to provide a low cost service that
would enable convenient, easily accessible and flexible
biking experience for users and inhabitants of Otaniemi
Campus. Our core idea is a service which would create
additional value -- rather than money -- in a form of
learning and experimenting. In our vision the bicycles
are taken as part of Otaniemi community promoting
sharing economy where the users embrace the bicy-
cles by looking after them and developing them further
in student projects. The environment in Otaniemi with
its resources and students provides an excellent plat-
form for such vision.

40
 OtaJopo team

Tomi Hyypp Linda Mandell

tomi.hyyppa@aalto.fi linda.mandell@aalto.fi

Design BA Design BA

41
 OUR BRIEF

The Otaniemi Campus area is a livid commu- 57 BIKES

nity which includes everything from Univer-
sity buildings, student housing, companies 2 FREIGHTS
to research facilities. As the departments and
services are scattered around the campus, the 24 BUILDINGS
daily routines in Otaniemi can include several
short commutes between different areas and
buildings.The distances are relatively short
but still long enough to be inconvenience if
done by walking. Therefore bicycle is highly Challenges:
convenient method of transportation to carry
out mobility needs during the day.
Where the bikes
are?
This had been acknowledged earlier and an
Who are using
attempt to introduce campus bikes had been
them?
conducted but it fell short due to insufficient
Piling up
Availability from
service model and also resulted in thefts of
outside
bikes. This resulted in 59 bicycles left behind
Bike routes
without proper use. Some of these bicycles are
Bike shelters
available for teachers and staff to use but their
Accessories
use is rather limited due to inflexible loaning
Fixing
system.

42
 2. RESEARCH
Our research is consists of the case studies, benchmarking,
interviewing and questionnaires. We started our research by
mapping out different bike share systems used in different
cities and campuses to find out what has been done already.

PROJECTS LIMITATIONS

Summertime had an effect on the number of students

participating to the course and with that we lacked
people with needed engineering and coding skills. The
summer vacation season also limited the amount of people
at the campus, so we decided to put our main focus on
benchmarking and case analysis.

43
 2.1 THE DEVELOPMENT OF

OTANIEMI CAMPUS

44
In 2016 there were
12113 students and
3989 personnel in
Aalto University. There are
approximately 4000 resi-
dents living in Otaniemi

45
 2.2 BIKING IN OTANIEMI

One of the methods used in our research during the

course was a bike ride to explore Otaniemi campus.
We borrowed two bikes from Design Factory and three
bikes from ACRE headquarters and went for a few hour
ride 6. of July, between 10.30-13. Our tour consisted of
visiting Otahalli, the harbour, Rantasauna, Otaniemi
Chapel, the bird watch tower, and the TUAS-building
complex.

7
6

5
Our biking route:
8
1. Design Factory 4
2. ACRE headquarters
3. Otahalli 3
4. Harbour
5. Rantasauna
2
6. Otaniemi Chapel
7. Bird watch tower 1
8. TUAS-building
Returning the bikes to ACRE
and Design Factory

46
For people living in Otaniemi, the campus
beautiful scenery and hidden gems are known,
but for others there might never open up an
opportunity to just go exploring and experi-
encing these places. Visiting Otahalli opened
the historical aspect of Otaniemi as an olym-
pic village, and with the Otaniemi Chapel and
TUAS-building they formed a timeline of the
architecture of which the campus is famous
for.
Biking in Otaniemi revealed that the cam-
pus area is highly accessible by bike and the
routes provide a very enjoyable experience and
through our projects perspective these expe-
riences can be further utilized for developing
biking trips for the creation of the campus
biking culture, which are discussed more in
the forthcoming chapters.
47
Photos: Ting-Jhen Yang, Helena Sustar, Tomi Hyypp
 2.3 INTERVIEWS AND

QUESTIONNAIRE
A user research was conducted in a form of a
questionnaire that was aimed towards Aalto
University students. The questionnaire was
geared towards finding out attitude towards
Aalto University provided bicycle rental service
and general needs and opinions concerning
cycling in Otaniemi. It was done as online fill-in
form and doing a poll on the streets of Ota-
niemi. Interview with Tanja Pietikinen from
ACRE brought up the issue of the needed space
for the bikes when the volume rises and the
testing for the system. When the scale of opera-
tions rises, the need will be even greater. w

What do you think

about campus

bikes? Would you

use them yourself? -Aalto has Jopos in

many of the build-

ings, but they are

only in staff use and

-Would use if i didnt has to be returned to

have my own bike their place after use

-There have been

campus bikes in a

-Would be really conve- few years but half

nient as a non-Ot- of them have been

aniemi resident. stolen in the first day

Sometimes have so those that are left

used a crummy bike are behind locks.

as a campus bike. Some sort of HSL

city bike solution

-Definitely would use would propably cost

a lot for one campus

48 needs.
 Do you feel that you As bicycles require Would you use campus
would need a bicycle some maintenance, bicycle rental service
to move within how would you like to which is provided by
Otaniemi Campus? manage the costs? Aalto?
The service would be
aimed to students,
teachers and other
staff.

80% Yes
20% No 40 % included with
semester fee
15% Freely defined time
frame 95% Yes
Would you be ready 20% Continous 5% No
to use your own subscription
resources to maintain 5% Other
the campus bicycles? 15% Per usage hours Would you be
interested in attending
courses that involve
developing and
working with the
Do you live in campus bicycles?
Otaniemi Campus
area?

20% Yes, by collecting

around campus and
returning bikes to bike
stations (and receive
reward)
80% No, I just want to 40% Yes
ride the bicycles 30% Yes 50% No
70% No
49
 2.4 BENCHMARKING

While every bike share program is designed with the

goal of offering people greater access to bikes, there
are different formats that offer different advantages
in terms of what types bike rides they enable, how are
they managed, security and fees.

There are basically two types of bike sharing
formats, the bike library and the distributed
bike share. Bike libraries can be rental based,
low cost, or free. Bikes are stored and checked
out from central locations, wheres staff. One
example of this type of program is Fort Collins
Bike Library in Colorado, where the residents,
students and visitors of Fort Collins can bor-
row a bike for as short as one hour or for as
long 5 days. Downsides to these programs are
that these are not that visible, the bike loaning
requires planning ahead, and limited opera-
tion hours and locations.
Distributed bike share falls into 3 categories,
50
ad-hoc, kiosk, and tech on bike. In ad-hoc
model the bikes are purchased and distributed
across a community without stations or locks,
e.g. Google Bikes. Majority of bike share pro-
grams do not run this way because of issues
with maintenance and thefts.
Kiosk, or a street furniture model works so
that bikes are secured to and rented from
automated docking stations, such as HSL
City Bikes. Maintenance of these systems are
streamlined, thefts of the bikes are reduced,
access to the bikes is controlled, and they are
highly visible part of their respective commu-
nities. Downsides to these programs are high
 TECH ON BIKE SERVICES

Mobike dont lock your bike, if you trip. The more credit you
use a private lock or lose a have, the cheaper it is to ride
Unique bike design bike. Less than 80 credits the bikes. Students get a dis-
App shows total the biking is more expensive, count from the deposit price.
distance, trip details, and users with a score of
credits and 0 are permanently banned Donkey Bike
from using Mobike.
invitation code.
Taking the bike out of the Unlike Mobike and OBike,
Free reservation for 15
area of service also increases Donkey Bike offers an appli-
minutes
the price but the it will revert cation and a smart locksys-
Refundable deposit
back if the user rides the bike tem toolkit for bike renting
Single trip ~0,30 /
back into the area of service. companies. With its platform
beginning half an hour
Donkey bike connects bike
OBike renters to their customers
Credit feature
without the need for signing
The better you use Mobike,
Very similar to forms, managing keys, or
the higher credit you get.
Mobike going to a rental place. The
You gain credit by parking at
Bikes can be reserved Donkey platform is used in
preferred stations, reporting
for 10 minutes different rental places across
wrongly parked or defective
Refundable deposit 20 countries and they apply
bikes and detailing your
same pricing and penalty
parking spot. You lose credit
Credit feature structure globally, but bike
by parking in compound or
Unlike Mobikes credit sys- owners decide the renting fee
abandoning the bike if in-
tem, if your credit hits zero, for 24 hours and donkey bike
tercepted with police. Your
you can not complete your counts the hourly or weekly
credit drops to zero if you
fees accordingly.

startup and operating costs, and using the bike
is not so free because riders need to return the
bikes to open stations, and stopover trips are
limited.
Tech on bike combines some of the good qual-
ities of ad-hoc and kiosk systems. When the
unlocking and rental service is located in the
bike itself and operated with a smartphone,
the service enables the users to ride the bikes
more flexibly that the kiosk system would
allow, and at the same time reduces the thefts
that are a problem in ad-hoc system. The
starting cost is lower and standard equipment
means easier maintenance. Downsides are still
less visibility than with kiosk, piling up, and
requirement of an app/phone use.
In the following three case stud-
ies, there are different themes that
we discuss about. First case exem-
plifies the culture, second concen-
trates to the service, and the final
case shows a different approach
from what we want to implement.
51
 2.4.1 Case:

GOOGLE CAMPUS BIKES

Google is certainly unique in their showers with lockers and a

towel service, secure park-
commitment to bicycling. ing areas, repair tools and
service, and bike-friendly
-Colin Heyne, Silicon Valley Bicycle Coalition shuttle buses for employees
who want to bike just the last
few miles of their commute.
There are no locks or waiver
Bike sharing started in 2007
1,300 bikes (2013) signing needed to use the
The Googleplex is the corporate bikes, since they are meant
headquarters of Google and its parent to be free to use as easy as
company Alphabet Inc. possible.
Located in Mountain View, California.
Over 11 000 employees working in New bikes are added to the
Googleplex (2013). fleet from time to time, so
there are different genera-
tions of the bikes available
The Google campus bike per year. On any given day, in the campus. If the bike is
service started as an exper- you can find about 700 of broken, taking off the seat
iment with 100 bikes. The the bikes scattered like toys
Googleplex campus is spread across Googles Mountain
out in a number of different View campus. Shuttle buses
buildings over a two-mile drop off employees near the
plot of land, so the bikes bikes, and employees can
enabled efficient collabora- ride the bikes the rest of the
tion between people working way (Wired 2013).
in different buildings. The
bikes are used frequent- Corporate bike fleets have
ly and each bike is ridden become common in Silicon There are also a handful of Conference-
about 1000 miles on average Valley. Google has on-site Bikes around the campus.

52
 SF2G

Started as a route map-

A variation on the Bayway, one of several
routes used by SF2G riders.
ping of the peninsula
from San Francisco to the
Mountain View Park by
handful of cycling enthu-
siasts working for Google,
and has now developed
into a club-like entity of
employees of the bay side
area who want to com-
mute to work by bike. There SF2G commuters meeting outside a cafe.
are several routes, speeds, Photo: Ariel Zambelich/Wired
and groups you can ride with,
and the mailing list consists of 3500 people working for e.g. Google,
Apple, Facebook, and nVidia. The routes are typically 20-50 miles,
and people ride them daily.

The employees know not to take the bikes off the campus, but
since theyre not locked or tracked, they end up all over the pen-
insula and are stolen by people who arent supposed to be using
them. Although Google has a team to manage the bikes and to
retrieve lost ones, there are still many bikes that are abandoned
throughout the area. Representatives from Google say the com-
panys bicycles all have warnings stating that theyre intended for
employees only. These instructions also state where they should
be parked as well as the contact info for the bike department
(MV-Voice.com, 2017), so they can be retrieved if found outside
the campus. They also are considering about hiring more employ-
ees to the bike maintenance group and installing GPS-tracking
Google bikes devices to each bicycle.
Photo: Ariel Zambelich/Wired

and putting it in the bikes
basket tells the maintenance
team that the bike needs
repairing.
Nearly 9 percent of Google
employees who live in North
County commute by bike
to the companys existing
headquarters (also in North
Bayshore), and 21 percent
of those who live within five
miles ride to work. Google
has come up with a 5 million
dollar plan to create and
improve the infrastructure
for a high-quality and safe
bike routes that would cross
city lines throughout the
northern part of Santa Clara
County (Citylab, 2015).
Jeral Poskey, program man-
ager for transportation plan-
ning at Google says building
on the momentum of ex-
isting bike commuters as a
way of reducing car traffic in
the future is low-hanging
fruit in two respects. First,
improving bicycle routes is a
lot cheaper and easier than
adding capacity to streets
and highways for cars. Sec-
ond, there are a lot of people
who would be willing to try
biking, if only the infrastruc-
ture were there to make them
feel secure.

53
 2.4.2 Case:

DRIVENOW CARSHARING

OP Financial group has brought The Drive-

Started in Helsinki in May 2017
150 vehicles
Registering fee 30
Using fee 0,57 /min
Reservation fee 0,15 /min
Parking fee 0,30 /min
Now service to Finland in May 2017. Drive-
Now is owned by BMW and Sixt, and Helsinki
is one of twelve cities in Europe where the
service is available at the moment.
The car rental requires registering as a user via
their website and paying the registration fee of
30 euros. The application is then used to find
the location of the cars, for reserving a car for
up to 8 hours (first 15 minutes being free), and

54
Cities with operating DriveNow service

Green: the car is available for rental.

Yellow: the car is currently reserved.
Red: someone else has rented the car.
The cars of DriveNow have been
named after the first drivers that have
used the cars.

locking and unlocking the car. Users can park
the car freely where they like inside the area
of operation, which is Helsinki city center,
Helsinki-Vantaa airport, Otaniemi and Lep-
pvaara. The service can also be operated with
a customer card and a PIN-code, if using the
application is not an option.
There are nine different models of vehicles
from BMW and Mini, ten of which are electric
cars. There is a software module installed to
the cars, which enables the sharing service.
Each car comes with a fuel card or charging
card depending on the car type. Fuel, insur-
ance, maintenance, and washing are included
in the rental fee. If the fuel or charge drops
below 15%, user gets 20 minutes bonus driv-
ing time by recharging or refueling the car.
The car can be parked during the rental at a
reduced fee, and during the night hours it can
be parked and reserved for the user free of
extra charge. If a car has been staying in a re-
mote area for a certain amount of time, there
is a discount for driving it, so the cars would
always be in a close vicinity for most trafficked
areas with more users.
As of 2015, DriveNow operated over 5,000
vehicles in seven countries worldwide with
over 800,000 customers. Later it will be pos-
sible for Finnish customers to use the service
abroad as well.

Less and less people

want to own a car. People
want to use a car just ac-
cording to ones needs
-Sonja Heikkil,
Mobility Project Manager at OP

55
 2.4.3 Case:
HSL CITY BIKES
This year the program has brought
the service of citybikes to Munkki-
niemi, Pasila, and Vallila. In addi-
tion to having 1400 bikes and 140
stations in Helsinki, the service
covers Matinkyl and Olari in Es-
poo with 100 bikes and 10 stations.
The city bikes work by registering as a user
through HSL website. The user fees are ei-
ther daily, weekly or full season, which starts
in May and ends in October. The bikes can
be found from the bike stations scattered
throughout the city central areas and this sea-
son also in Matinkyl and Olari in Espoo.
Using the bikes for a full season requires an
HSL account. There are five bike stations at
which you can rent a bike for a day or a week
with a payment card without pre-registration.
The bikes can be used with a seven number
drivers ID or a travel card and a four number
PIN-code. Users can ride the bike for half an
hour with no additional cost, and after that
56
HSL In 2017
introduced there are
the bikeshare
system in
2016.
1500 bikes and
150 stations.
pay a 1 euro fee/beginning of the next half an
hour up to 5 hours straight. If the bike isnt
returned after this, the user will be charged
80 delay fee.
If the bike stations are full, the bikes can be
locked to the already locked bikes. There
have been confusion about parking and due
to wrongly parked bikes the stations may not
recognise itself as full, and users have to find
another station where you can park the bike.
The bikes usually pile up to the city center, and
there is a truck picking up excess bikes and re-
distributing them to the non-crowded stations.
The stations of Olari and Matinkyl 2017. The stations in Helsinki City center.

Customer
journey:

Registering
Checking available
bikes
Arriving to the
nearest bike stop
Using the bike
Returning the bike
Reaching your
destination

In addition to having 1400 bikes and 140 sta-

HSL was planning to expand the city
tions in Helsinki, the service covers Matinkyl
bike service to Espoo, but EU regula-
and Olari in Espoo with 100 bikes and 10 sta-
tions prevented the investment in this
tions. In the summer of 2016 there were over
scale without a bidding race, which
400 000 trips made with the bikes, in 2017 the
would have had problems because of the
number has risen to million. In 2016 84% of
technical requirements of the service
the users lived in Helsinki, 0,4% lived abroad.
which is that the bikes would have to
work with the HSL travel card as well.
The bike share system is a joint venture be-
Espoo is now planning its own city bike
tween CityBikeFinland, HKL, and HSL. The
service, which is meant to launch in
system is sponsored by Alepa, which has its
spring 2018. The plans consists of 70
commercials on the bicycles. Due to this, the
bike stations with 700 bikes networking
bikes have earned the nickname alepapyrt,
the Lnsimetro region and shoreline.
Alepa bikes.
57
 2.5 FOCUS

Through the case studies we found different aspects

of these mobility service systems that we think would
work in the context of Otaniemi when combined. Goo-
gles culture around the bikes and the willingness to
further develop its services and surrounding infra-
structure shows how committed they are to the bike
program. By having abundance of bikes they have the
capacity to provide free usage of the bikes to all its em-
ployees who want to cycle, but at the same time cant
control who are using the bikes. Like Google, Otaniemi
campus bikes would start with a small amount of fleets
so that the foundation for a sustainable system can be
developed with as light weight system as possible. It
would be important to have a viable verification system
for the users to prevent outsiders of using the bikes, es-
pecially when the metro opens and with growing num-
ber of people coming to Otaniemi, and a way to locate
the bike when needed.

58
 Making changes happen by address-
ing inconveniences, rather than try-
ing to solve great issues.
Drive nows free floating car sharing is operat-
ing with a similar system that we were imagin-
ing at an early stage of our project, which was
combined from other bike sharing operating
systems. By analysing Drive now, we are now
convinced that the application and the system
is viable and would be suitable for the needs of
Otaniemi campus bikes. The fees in the ser-
vice are affordable, and the customer pays by
the time they drive the car, rather than having
monthly or seasonal fees. This enables easy
and occasional usage. The initial fee could be
an issue, because if the users are not able to
test out the service before the registration they
can see it as a risky financial commitment.
HSL city bikes or street furniture solutions are
good in a larger scale such as Helsinki, where
the network of bikes can quite easily be devel-
oped but would be problematic for the usage
inside the campus. The distances between the
buildings are long enough that a bike would be
convenient, but at the same time finding spe-
cific parking spots every time the user wants to
start or stop their biking would in a way count-
er the convenience aspect of the campus bike
concept. For the system to be convenient and
quick to use, there should be stations scattered
in front of every building, which then would
raise a question of the used space. The piling
of the bikes is also an issue, which is solved by
HSL by distributing the bikes evenly to the sta-
tions with trucks. We would rather solve the
issue by encouraging the students to contrib-
ute to the distribution by reward and discount
system, similar as DriveNow uses. The usage
fees of HSL city bikes from the student per-
spective are not flexible enough and can feel
59
excessive. We want our services fees to be bike available to ones needs inside the cam-
based on the usage and the amount of contri- pus without having to worry about the tran-
bution to the service by the user. The branding sits with the bike, parking, or possible thefts.
of HSL bikes has been successful in so that When the city bikes arrive the need for short
people in Helsinki metropolitan area are now distance commuting inside the campus will
familiar with the bikes and they are easily not be solved.
recognized. Having recogniseable bikes and
a clear visual identity is important aspect for
creating this culture. When researching user
experiences of the city bikes, the comments
are mostly positive. We found improvement
suggestions, such as instructions could be
more clear, and all the information and terms
of service could be provided with for example
QR codes.

Our main target group at this stage is people

living outside of Otaniemi. Many of the people
who live in Otaniemi already have their own
bike, and wouldnt be the primary users of our
service. With Lnsimetro opening, it will be
possible in the future to bring your own bike to
Otaniemi without having to cycle long dis-
tances. Bringing ones own bike to Otaniemi
is not impossible, but with developing campus
and growing number of people coming here,
this could prove to be inconvenient because
the limited space in the metro. What we want
to offer would be the convenience of having a

60
 3. SERVICE
In order to have a sustainable bike service, there needs
to be a thriving ecosystem around it. The Otaniemi
campus area provides an excellent ground for eco-
system development and potentially active user base.
The core of the service would be defined in the initial
concept phase but from there on the idea is that Aal-
to and its students continue to develop and transform
the service. The goal is to have ever evolving fleet of
bicycles that are unique to Aalto university, which also
acts as added value of interest for the Otaniemi cam-
pus area and therefore contributing positively to the
Aalto brand.

The service consists of fleet of bicycles with their custom made electronic
locks and the application with its backend. Core idea of the bicycle service
is to provide a mobility method ie. a bicycle, with low access threshold and
ease of use for members of Otaniemi campus community and students who
visit Otaniemi. The service is designed to cover short distance commuting
within the campus area.

Economics of the service is not built on monetary values because the total
volume of commuting is still low when compared to cities where a com-
mercial bike rental can easily thrive due to much larger user base and
commuting needs so it would easily lead to an inefficient and overpriced
system. Also our own interest was not focused on economical side so we
had to look for what other values we can create with the service.

61
 3.1 CREATING A CULTURE

Taking the bicycles as part of the studies and Ota-

niemi community requires willingness and interest
from Aalto University to use its resources to support
student-driven bicycle service. In practise the stu-
dent-powered development should contain work that
encourages the students to improve and stretch the
concept of the campus bikes as far as they can. This
could involve everything from re-thinking the service
to hacking the hardware and coming up with new uses
for the bike itself and its electronics.

An example case would be something like a
course in which the students are encouraged
to install sensors which are used to measure
the movements of the bicycle and then use
this data to plot usage graphs, etc. Another
example could be a task in which students are
set to crack the identification system and then
improve it to prevent theft and other malicious
acts.
The parts of the service and its hardware can
be developed by students as they cover a vari-
ety of different fields and they can offer inter-
esting and most importantly fun learning pos-
62
sibilities for software developers, mechanical
and electrical engineers, artists, designers etc.
The bicycle culture can be popularized among
students with hackathons, being part of other
annual events, for example being part of the
student May Day festivities and competitions.
The culture would also be present on the user
side as a part of the user experience. The Ota-
Jopo app contains the reward system and user
rating. The user can collect positive or nega-
tive credits/karma to his/hers user account
according to actions done within the service.
For example user can gain positive credits by
 Rewarding system, the more you do good, the more
you benefit
Arranged biking trips inside Otaniemi, fun way to
meet people, excercise, and get to know Otaniemi
Participating in different events
Co-operation with different businesses
Developing courses around the service and the
hardware

doing actions that are beneficial to the service
and other users. Using crediting system such
as karma(e.g. Jodel app) or upvote(e.g. Reddit.
com) have surprisingly high value as bragging
rights despite being 0-value in real life. Such
rating systems have proven to be beneficial
to the popularity of the apps and platforms.
The ratings could also be used in public score
charts and/or in a competitive manner.
User is included in the bicycle fleet mainte-
nance by offering rewards from actions that
help to keep the bicycles available. For exam-
ple a bicycle has been left on a remote location
and has not been used in a while, user can go
and pick the bicycle up and ride it back to hot
spot where it will be available for larger au-
dience. Basically any action that helps out to
balance the piling up or excessive scattering
of bikes will be considered reward worthy.
Purpose of this is to give user a perspective to
the functionality of the service and therefore
contributes to adopting the service among the
users.
63
 3.2 THE APPLICATION

The Otajopo is concept of an application that is the

user front end of the bicycle service in Otaniemi Cam-
pus and it is used for verification, finding the bikes
and to activate the bike locks. The idea of the app is to
provide straightforward and uncluttered user experi-
ence when locating and using the bicycles. The main
screen provides a map where the positions of the bicy-
cles are show so user can find the nearest one easily.
Interacting with the bicycle and the phone is tried to
accomplish with as few actions as possible to make the
journey initialization process as easy use and fast as
possible.

We wanted that the app and its backend would
be part of the Aaltos unified space reservation,
navigation etc. services platform. The registra-
tion and profile creation for the app would be
done through the same channels as the regis-
tering to the semesters is done (via WebOodi
etc.) negating the need of having separate user
profile database for this app. For example if
the bicycle service payment is integrated to the
same transaction as the semester fee, the app
would just fetch the information from Aalto
Universitys student database and grant users
rights accordingly rather than have its sepa-
rate billing system.
The functionality of the app will cover serving
the locations of the bicycles, initializing a jour-
ney and locking/unlocking the bike, doing res-
ervations and keeping track of journeys made
and registering possible situations where user
rewarded or offered lower usage fees. As the
electronics of the bicycle itself do not provide
real time location,this information is handled
by the app. The location information is gath-
ered from phones location when the journey
starts or ends. The journey end location is
used to mark the bicycle on the applications
map and then announced as available for oth-
er users. In case of an event where the bicycle

64
The application

Finding available
bike
Getting informa-
tion about the bike
Unlocking/Lock-
ing
Guide, payment,
reporting prob-
lems, FAQ
User account and
profile

User Journey
visualisation

1. Arriving to Otaniemi 2. Finding the 3. Unlocking the bike

nearest bike

4. Riding to destination 5. Locking the bike, 6. You made it!

sending location to
the app

is misplaced after the journey end announce-
ment, the reward system comes into play. User
can report the bicycle not being present at the
marked point and who ever finds a bicycle that
has been reported misplaced can receive re-
ward by either reporting its location or riding
it back to hot spot area. Rewards can also be
granted by finding bicycles that are left on a
remote location and transferring to them to
hot spot area/back to public space. Rewards
could include lowered usage fees, free rides
and even offers from local services in Otaniemi
(coupons for cafeterias etc.). The app keeps
track of users actions and can grants the re-
wards and user rating automatically.
User may face sanctions should there be too
many misdemeanorsin their account. This to
encourage user of keeping better track of the
bike.
The service also provides a possibility to do
short term reservations for a bike for, for ex-
ample in a situation where user arrives to their
destination for a short stop and wishes to keep
using the bicycle for a return trip. Shorter res-
ervation times could be around 10-20 minutes
free of cost and more time could be bought up
to half a day.

65
 3.3 LOCKING SYSTEM

The bicycles envisioned in the concept contain a elec-

tronic locking system and a digital identification pro-
cess. The main operating principle of the lock is a motor
driven mechanism that locks the cranks in place when
locked and which is in turn controlled by a microcon-
troller which get its commands from the Otajopo app
(unlocking keys, user identity etc.). The microcontrol-
ler is of a reprogrammable type and its code can be de-
veloped further with ease, with restrictions concern-
ing the authentication and usage modules of the code
to prevent malicious disabling of the locking system.

Technical solutions:
of simplicity and power savings, the lock does
BATTERY not contain other communication methods ie.
The system is powered by a battery pack which it does not broadcast its location or state of the
is recharged by dynamo or external power lock, this handled by the app and is updated
source if needed. when it communicates with the bicycle.

COMMUNICATIONS LOCK COMPONENTS

User identification input is done via The lock consists of a motor and a locking
NFC-reader (or alternatively BlueTooth) which tongue, microcontroller with NFC reader and
is used in conjunction with a mobile phone GPS module and a batterypack. The compo-
running the Otajopo-application. For the sake nents of the lock are designed to be as cheap as

66

possible to keep the costs down and damages
minimal in case of loss of property. The lock-
ing unit is designed to be retrofittable and it
is supposed to mount inside seat tube of the
bicycle frame, placed on top of the bottom
bracket. Placing the locking system inside the
frame provides a good starting point for lock
security and protection from the elements.
Modifications to the bicycle are meant to keep
as minimal as possible, but some are required
to secure the lock into the bicycles frame
NFC Reader
Battery
Micro controller
Locks motor
Locking rod
properly. As the idea is to lock the cranks, also
a small modification to the crank axle is re-
quired for the anchor of the locks tongue.
LOCATION BASED SECURITY
Additionally the lock would feature a GPS-
based geofence which allows it to be used
only within pre-designated area, the Otaniemi
Campus in this case. The lock would force
itself locked if the bicycle was located outside
geofenced area.
67
 4. CONCLUSIONS

The majority of people we discussed with thought the

idea of having campus bikes in Otaniemi would be a
great idea. Many of the ones living in Otaniemi al-
ready have their own bike and see cycling in Otaniemi
campus as a quick and easy way of transport. At the
same time some sceptics saw that having a bike in Ot-
aniemi wouldnt be really that necessary and the cul-
ture aspect wouldnt really flourish among the stu-
dents. Through our research we established that the
bike service would be a convenient addition to the cam-
pus mobility services especially for people who do not
live in Otaniemi. Most suitable type of service would be
achieved with free floating fleet model where the move-
ment and availability of the bicycles is most flexible
and the payment would be handled with other school
related payments (with semester fees) or straight up
per usage time.

68
We have a strong belief that the user based
fleet management could work because there
is always a group of people who like to ap-
preciate systems that have proven beneficial
to them, especially when there is an actual
reward given for it. Not everyone will though
and this should be balanced with proper re-
ward/fee balance. This requires real life field
testing in order to find functioning balance. It
is very difficult to fine-tune such system in the
initial design phase since predicting possible
emergings of microeconomics and exploitation
loopholes is difficult.
User base in the Otaniemi campus can be
considered to be different from e.g. average
city central area because the vast majority of
people are students. This opens up a possibil-
ity for letting user get involved with service as
the bicycle and the service itself is a kind prod-
uct with which the student could be involved
in later in professional life. Also hacking,
tinkering and maker culture flourishes at the
moment so we could tap into that and allow
enthusiastic students to develop and evolve
these everyday mobility means to something
more.
The idea of student involvement in the service
requires initiative actions from Aalto Univer-
sity to include bicycle service development as
learning tool. Therefore we would remove the
need of making direct profit with system. Cur-
rently the economic threshold for launching
a pilot should be really low as no other effort
or investment than planning and setting up a
course involving the bicycles and/or the ser-
vice is needed.
It is of course possible to have fully commer-
cial proprietary system running in Otaniemi
and just have the user side visible to the
public. This would probably be the easiest
case, but also more money-centered and the
possibility to create additional values, such
as uniqueness, is lost. There could be a pos-
sibility to have co-operation with commercial
operator and have the student involvement en-
abled, but that would require an operator who
is ready to accept financial risk that comes
with commuting volumes in Otaniemi and be
willing to open up their systems and services --
which is in commercial world highly unlikely.
69
 5. SOURCES
Bike share types https://www.citylab.com/transporta-
https://www.zagster.com/blog/infographic- tion/2015/06/googles-new-bike-plan-wants-
guide-to-bike-share-systems silicon-valley-to-be-more-like-copenha-
gen/395885/ Jun 15, 2015
Fort Collins Bike Library
http://www.fcbikelibrary.org/ https://en.wikipedia.org/wiki/Googleplex
http://sf2g.com/about.html
Yale
http://to.yale.edu/bikeshare DriveNow
Zagster https://en.wikipedia.org/wiki/DriveNow
https://www.zagster.com/get-a-bike-share/
index/ https://www.drive-now.com/fi/en/helsinki
Mobike
https://mobike.com/global/ http://www.hs.fi/talous/art-
Obike 2000005205832.html (11.5.2017)
https://www.o.bike/
HSL citybikes HSL city bikes
https://www.hsl.fi/en/citybikes
Donkeybike https://www.hsl.fi/en/citybikes
https://www.donkey.bike/
http://www.tekniikkatalous.fi/talous_uu-
Google Bikes tiset/liikenne/espoo-hankkii-omat-kau-
https://www.wired.com/2013/04/goo- punkipyoransa-helsingin-jarjestelmaa-ei-voi-
gle-bikes/all/#slideid-41534 Apr 25, 2013 da-kayttaa-6670547

https://www.mv-voice.com/ http://www.fyyri.fi/ensikayton-kokemuk-
news/2017/07/17/a-graveyard-of-google-bikes sia-kaupunkipyorat/
Mon, Jul 17, 2017

70
User experience
http://www.fyyri.fi/ensikayton-kokemuk-
sia-kaupunkipyorat/

Possible free floating bike service in Helsinki

http://www.hs.fi/ulkomaat/art-
2000005319179.html

ACRE

Interview with Tanja Pietikinen, ACRE Prop-

erty Coordinator 18.7.2017

71
72