PUBLIC

COMFORT
Harrison Mills
Product Design
Product Design Research
Dr Eddy Elton

CONTENTS

3. Introduction & Methodology

4. Market Assessment
5. Competitor Analysis
6. Observational Findings
7. Key Insights
8. Interview Findings
9. Mind Map
10.Persona
11.Image Board
12. User Requirements Specification

INTRODUCTION & METHODOLOGY

The area I have chosen to look into is Public transport, focussing primarily on Public comfort. I am
going to research into what problems and issues people come across once they have stepped onto
a bus, mainly what causes them discomfort throughout their journey.

I conducted 4 observations on 4 bus journeys all at different times of the day which lasted for 25
minutes each. I was trying to find out what issues people had whilst on their journey.

COVERT
I use the Convertly method so that I was able to gain a more natural response to ensure the results
would be more valid. During this observation I sat at the back of the bus with my notebook and pen
where I recorded everything using AEIOU: Activities , Environments, interactions, Objects and Users.

NATURAL
The type of observation that I used was natural. The reasons behind this was so that demand
characteristics could not be seen within my observation and to ensure this would not make my
results invalid .

SEMI-STRUCTURED
I recorded the observation using a semi-structed method. The reasons for doing this was so I could
have an open mind so that I can observe any signs of people being uncomfortable.

I conducted 6 interviews, with all involving random people on the buses. I did this to learn more
about their opinions on bus journeys.

SEMI-STRUCTURED
The interview style that I chose is Semi-Structured this is the most suited one for my interview due
to being able to modify my predetermined questions to fit the interviewees personality. This lead to
getting more valid results.

COMBINATION OF OPEN, CLOSED AND SCALED QUESTION

I used Open,Closed and Scaled questions within my interview as these gave me a wider range of
data that will provided me greater results.

20 MINUTES
I found that 20 minutes was appropriate as the interviewees managed to answer all of my
questions with ease and giving me enough time to elaborate from questions.

MARKET ASSESSMENT

I completed my Market Assessment using PEST so that i was able to get a great understanding of the
Bus market.
In the current climate of the bus industries, there has been a -2.2% decrease in bus usage in the
whole United Kingdom region, but there is a current 2.6% increase in the Brighton & Hove area.
There is a current increase of 3.1% of buses fairs in London which is one of the main reasons why the
bus usage in London has decreased unlike the efficient bus scheme that Brighton & Hove have to
offer to ensure the bus journey can run a lot more efficient.

92% OF
BUSES ARE
NOW SINGLE
STORY

72% OF
PEOPLE USE
BUSES TO
GET INTO
UNIVERSITY

There is currently 5.2 Billion bus journeys in the United Kingdom.

4.7 Billion bus journeys took place in England.
2.3 Billion bus journeys in London.
46.4 Million bus journeys made in the Brighton & Hove region.

This bar chart shows what age groups have

taken the most amount of journeys in the year.
The age range that took the most amount of
journeys was 18-20 where the females made 175
and the males 110.

COMPETITOR ANALYSIS

Linden Trio Stick Seat

-Portable Seat-

Brighton Bus Handle

Zimmer Frame

STRENGTHS

STRENGTHS

With the portable seat you

are able to set it where ever
you are which enable you to
have a safe and sturdy place.
Having a seat means that you
are less likely to get flung
forwards as the weight is
directly straight down.
It is portable so that you are
able to easily pick it up and
carry it once your journey is
complete.

The bus handle has the extra support

which you dont receive with other support
aids such as it go with the motion of the
breaking to stop a full impact.
The bus handle sometimes has an
ergonomic grip which allows it to fit into
your hand without gaining any pain.

STRENGTHS
The zimmer frame is amazing
for stability as because you
are able to balance all of your
weight onto it and due to the
rubber bottoms it doesnt move
forward which means it is
amazing for stability.
Due to the four legs as well
it gives it the most stable
approach.
The arms have an ergonomic
grip so that it supports the
natural hand posture but no
only that the material it is
made of means its ten times
more grippier.

WEAKNESSES
There is still the chance of it
getting flung forward due to
the bottom of the chair legs
dont look grippy.
The seat would be very
uncomfortable for the short
period of time you are using
it.
The seat is quite big and
would need a required space
to set up meaning that on a
busy day you might not get to
use it or set it up.

RETAIL

WEAKNESSES
The bus handle has been poorly designed
as just alone the material used means that
it isnt grippy enough when is why people
get flung forward to losing grip.
The fact that the handle flexes toward the
way the bus breaks means that you arent
supported correctly and it just multiplies
the velocity that you get thrown forward.
The cost of injection moulding is very
expensive and uses materials that isnt
eco-friendly.

RETAIL
The cost of this handle is quite
expensive was because has to be injection
moulded so that this will mean the average
cost would be the price of an injection
moulding and finishing process.

This specific chair costs 40

due to the multi-purpose
design of it.

Target Market
TARGET MARKET
The target market for this
specific chair is aimed for
the older generation as
the walking stick and chair
aspect of it, which show
that they need something
to support them on their
journey. Specifically i would
say an age range of 45-65

The target market is for everyone that

stands up whilst using the bus and is old
enough to reach the handle.
This would mean that the age range would
be from 14 years old to 65. Its basically
anyone who uses the bus and stands up.

WEAKNESSES
The weaknesses are the
social impact it would be if a
younger generation used this
to keep stable whilst on a bus
or another type of situation
that you need it.
Another weakness is how much
room this takes up when trying
to use it.
Finally the costs of making the
product is really expensive
because of the material and
process of making it.

RETAIL
The cost of an average zimmer
frame is 30.

TARGET MARKET
The age range of the
zimmer frame is for the older
generation.

OBSERVATIONAL FINDINGS

FIRST OBSERVATION
17

21

THERE WAS RUBBISH ON TWO SEATS WHICH MEANT NO ONE WOULD

SIT THERE.
2 PEOPLE PUT THEIR FEET UP ON THE SEAT WHICH LED TO 4 PEOPLE
HAVING TO FIND A NEW LOCATION TO SIT DOWN.
3 PELL FORWARDS FROM WHERE THE BUS BROKE SHARPLY.

6 PEOPLE WERE STANDING WHEN THEY HAD THE OPTION TO SIT DOWN WHICH I
WAS DUE TO THEY WERE LEAVING THE BUS AFTER A FEW STOPS.
A PERSON PUT HIS MUDDY FEET ON A SEAT WHICH LEFT THE SEAT IN A MESS, THIS
LED TO 4 PEOPLE GOING TO SIT DOWN BUT CHANGED WHERE THEY ARE GOING TO
SIT ONCE THEY WITNESSED THE SEAT.

SECOND OBSERVATION
I FOUND 6 OUT 10 THAT CARRY LUGGAGE WOULD
RATHER PUT THE LUGGAGE ON THE OPPOSITE
SEAT PREVENTING PEOPLE TO SIT THERE.
PEOPLE LISTENING TO MUSIC TOO LOUD LED TO
PEOPLE HAVING TO MOVE SEATS AND EVEN ON
ONE OCCASION SOMEONE TOLD THEM TO TURN THE MUSIC DOWN.
THE VAST MAJORITY OF PEOPLE ENTERING ONTO THE BUS ENDED UP BEING IN A
BAD MOOD FROM THE BUS DRIVERS RUDENESS.
A PERSON WENT TO REST THEIR HEAD WHEN SITTING DOWN BUT DUE TO THERE
NOT BEING A HEAD REST THEY HIT THEIR HEAD ON THE PLASTIC SECTION IN THE
MIDDLE OF THE CHAIR.

THIRD OBSERVATION
DUE TO THE BUS BEING SO BUSY, THE FRONT OF THE BUS WAS REALLY PACKED AND
SOMEONE PRESSED THE BUTTON TO GET OFF, BUT HE COULDNT GET THROUGH THE
PEOPLE WITH EASE.
I ONCE AGAIN SAW ANOTHER FALL FORWARDS WHEN THE BUS DRIVER BROKE DUE TO
HER HAND SLIPPING FROM THE HAND SUPPORT ALREADY PROVIDED.

I OBSERVED SOMEONE READING SOME ONES PERSONAL MESSAGES OVER A 10 MINUTE BUS
JOURNEY.
THERE WAS A MALE WAS AROUND 62 AND HE TRIED TO SIT IN A COMFORTABLE POSITION BUT
WASNT ABLE TO AS THE SEATS DONT ALLOW A CORRECT SUPPORT AND THIS MALE ENDED UP
HAVING TO SIT WITH HAVING HIS KNEES RESTING AGAINST THE SEAT IN FRONT OF HIM.
DUE TO THE WEATHER CONDITIONS OUTSIDE OF THE BUS A LOT OF PEOPLE BROUGHT ON THICK
COATS WHICH LED TO THEM TAKING THEM OFF AND RESTING THEM ON THE RAILS MADE TO AID
PEOPLES STABILITY, THIS LED TO ONE INDIVIDUAL FALLING OVER AS THERE WASNT ANYTHING FOR
HIM TO GRAB ONTO TO AID HIS STABILITY.

KEY INSIGHTS

RESEARCH

When the bus brakes harshly and the floor is slippery users fall over
People felt awkward having to walk past a large groups of people that congregate
around the front of the bus
Bags were not placed in the correct location
Music playing too loud made people change seats so they were sitting further away,
so it wasnt affecting them anymore
People would use the hand rail to hang items of clothing over it as there had nowhere
else to hang it or to rest their feet on
INSIGHT

This means the user will get injured

The user feels awkward and uncomfortable when entering the bus
As a result of that there are less seats available for users
Accordingly users want to sit there in peace and not to be disturbed by annoying
noises
This means that there was less places to grab onto to keep your stability whilst the
bus was moving

REFLECTION

Users should be able to use the bus without having to worry about injuring
themselves
The user should be able to have a stress free journey without the thought of them
being judged
Users want to be able to get onto a bus and sit down and relax, not having to ask
people to move their personal belongings
Users should be able to take a bus ride in peace and not getting disturbed
throughout the whole journey.
The users should be able to feel as safe and sturdy as possible and by taking up the
holding pole means they are more likely to fall over.

INTERVIEW FINDINGS

I INTERVIEWED 2 MALES AND 4

FEMALES ALL RANDOM PEOPLE
THAT I MET ON THE BUS.

5 OUT OF 6 PEOPLE FELL

OVER WHEN THE BUS
BROKE TOO SHARPLY
All of my interviewees are students all
currently studying at the University of
Brighton.
2 of my interviewees have fallen down the
stairs from the bus breaking to sharply and
resulted in them injuring their elbow.
From my interviews i have found that during
the peak times it is ten times harder to get a
seat then any other times

6 OUT OF 6 PEOPLE USE

BUSES AS THEIR MAIN
MODE OF TRANSPORT

This means that people are more entitled to

stand up and this where all my interviewees
find that the hand grips doesnt support them
when the bus slows down.
All of my interviewees have said that they
werent able to get a place to grip onto
due to either a person standing in their way
or an item of clothing on the handrail that
prevented support.

3 OUT OF 6 PEOPLE
FOUND THE CHAIRS AND
HANDGRIPS NOT TO
SUPPORT THEM.

6 OUT OF 6 PEOPLE
FIND THEY GET A NUMB
BOTTOM AND LEGS.

4 OUT OF 6 PEOPLE USE

THE SEAT OPPOSITE TO
STORE THEIR LUGGAGE

5 OUT OF 6
PEOPLE HAVE ENDED UP
GETTING NUMB LEGS
AND BOTTOM FROM
SITTING FOR TO LONG

MIND MAP

PERSONA

Cory Bassett
Age 18
Student at University of Brighton
Studying Child Studies
Uses a bus as his main mode of
transport
Goals: To travel in a safe, secure
and comfortable manor.
Pain Points: Buses can be scary
when you are left alone. They can
be embarrassing when you fall
over in front of everyone. There
isnt a great deal of safety when the
bus is breaking.

Cory is a very outgoing guy who likes to go to the gym a lot and also to go up to watch the
football but he uses a bus as his main mode of transport but feels like there is too many
issues that he has come across whilst traveling. He would love to travel without having
anything to worry about. He likes to feel completely secure and safe whilst travelling and
as he is a student he travels during peak times which means he normally has to stand
up which leads to him normally falling over into other people which makes him feel
extremely awkward and not wanted to travel anymore as it makes him nervous.
He makes around 22 bus journeys a week where on most of them, he doesnt want to fall
8
forward and feel more embarrassed than usual.

7
6

FACTORS THAT HAVE IMPACTED CORY FROM NOT

TAKING THE BUS

I TRA
VE
AND I L AROUND
20 TIM
WANT
HALF
ES A W
T
O
BE AB
OF TH
EEK
LE TO
EM TR
FALLI
MA
NG FO
A
RWAR VELS WITH KE
DW
OUT
BREAK HEN THE
BUS
S

5
4
3
2
1
0
FALLING NOT
OVER ON ENOUGH
THE BUS ROOM
FOR YOUR
LEGS
WHEN
SITTING

PEOPLE
BEING
TOO
LOUD

NOT
NO
NOT
FREQUENT
ENOUGH WHERE
SEATS
TO STORE ENOUGH
LUGGAGE

IMAGE BOARD
USER EXPERIENCE

USER REQUIREMENTS SPECIFICATION

A1
MUST STOP THE USER FROM SLIPPING FROM THE HAND-REST AND FALLING FORWARDS AT
LEAST 3 STEPS WHEN THE BUS BEGINS TO BREAK.
A2
MUST BE ABLE TO BE CARRIED AROUND WITHOUT INTERFERING WITH THEIR DAILY ROUTINE.
A3
MUST BE DESIGNED FROM A STUDENT BETWEEN THE AGE RANGES OF 18 AND 20 YEARS OLD.
A4
MUST BE AIMED AT THE FEMALE GENDER .
A5
MUST SUPPORT THE NATURAL POSTURE OF THE BODY WHEN USING THE PRODUCT TO AID
STABILITY.
A6
MUST BE ABLE TO BE USED WHEN THERE IS MORE THAN 6 PEOPLE SURROUNDING THE USER
THIS IS TO AVOID THE AWKWARDNESS OF ANNOYING OTHER PEOPLE ON THE BUS.
A7
MUST BE ABLE TO BE PURCHASED ON A STUDENTS BUDGET WHICH IS AROUND 26 IF THEY
COMPLETE ON 4 HOUR SHIFT PER WEEK.

A1
3 PELL FORWARDS FROM WHERE THE BUS BROKE SHARPLY. YOU WILL FIND MORE INFORMATION SUPPORTING
THIS SPECIFICATION ON PAGES 6,7,8 AND 10.

A2
I TRAVEL AROUND 20 TIMES A WEEK AND I WANT TO BE ABLE TO MAKE HALF OF THEM TRAVELS WITHOUT FALLING
FORWARD WHEN THE BUS BREAKS, YOU WILL FIND MORE INFORMATION ON PAGE 10.

A3
THERE IS A GRAPH AND PIE CHART THAT SUPPORTS THIS SPECIFICATION ON PAGE 4.

A4
THERE IS A GRAPH AND PIE CHART THAT SUPPORTS THIS SPECIFICATION ON PAGE 4.

A5
IF YOU LOOK ON PAGE 7 YOU WILL FIND A LIST OF INFORMATION THAT I FOUND FROM MY OBSERVATION THAT BACKS
UP THAT SPECIFICATION.

A6
DUE TO THE BUS BEING SO BUSY, THE FRONT OF THE BUS WAS REALLY PACKED AND SOMEONE PRESSED
THE BUTTON TO GET OFF, BUT HE COULDNT GET THROUGH THE PEOPLE WITH EASE YOU WILL FIND MORE
INFORMATION ABOUT HIS ON PAGE 6.

A7
ON PAGES 4 AND 5 ITS SHOWS THE PRICES AND WEAKNESSES ON PRODUCTS.

APPENDIX

REFRENCES USED

http://www.keynote.co.uk.ezproxy.brighton.ac.uk/market-intelligence/view/product/10916/commercial-vehicles/chapter/4?highlight=BUSES&utm_source=kn.reports.search
https://www.gov.uk/government/collections/bus-statistics
http://www.buses.co.uk/
http://bususers.org/publications/
http://webarchive.nationalarchives.gov.uk/

ENCLOSED DOCUMENTS

MARKET ASSESSMENT SUPPORT MATERIAL

OBSERVATION FINDINGS
AFFINITY DIAGRAM
KEY INSIGHTS
INTERVIEWS
MIND MAP
USR