Non-digital Travellers – Five Need-Based Personas to Understand Their Drivers and Needs
Suzanne Hiemstra-Van Mastrigt (TU Delft - Responsible Marketing and Consumer Behavior)
Max Sampimon (Student TU Delft)
Claudia Spaargaren (TU Delft - Mechatronic Design)
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Abstract
Many people believe that low digital skills are only a problem of the elderly. However, the group of analogue or non-digital travellers is much larger and much more diverse than that. In the Netherlands alone, it is estimated that a group of 3–4 million people is not digitally able enough to make use of digital services. This is due to several reasons. In order to make use of digital mobility services, users need to be able and willing to use digital services. In transport, especially for demand responsive transport (DRT) services, the lack of digital skills can create a barrier for people to make use of the service. Based on insights from literature and interviews about digital skills, we have categorized the different groups of non-digital travellers, and created five need-based personas. On the basis of this, we formulated user requirements and design recommendations for mobility services, and for DRT services specifically.
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