Hello, I'm Laura and today I'm going to talk about setting a target in trips project. This is the model of the co design in practice. So this model will be about defining the problem that you will be that will be the target of your efforts. And this is an important step in co design process. Because identifying the challenges you are focusing on will help you in creating a clear scope of action. It will support you by creating a targeted action plan. So after you have built your identity and vision in the previous model. It's time to set a target and to identify the barriers or challenges you will be working on. To build on your case study throughout the co design process. How we do that in trips. We actually did three actions. First we conducted the research. Second we listen to personal stories from people who are actually facing and overcoming certain barriers in the left hand. And finally we identified the potential challenges people might face throughout the process while building the code design. First, let's talk about the research. One of the aims of the trips project is to understand persons with disabilities divergent needs. And faced barriers as a means for designing accessible and inclusive mobility solutions. In order to do that, we did the research and this research aimed for understanding needs, barriers and preferences concerning mobility. And for evaluating barriers to adoption of future inclusive mobility solutions and systems. Before we implemented the social media content analysis. Social media to employ a mobile and web based technologies to create highly interactive platforms through which persons. And communities including persons with disabilities share co create, discuss and modify user generated content. Social media content analysis uses user generated social media data. That serves as a barometer for monitoring changing attitudes towards newsworthy or controversial issues. This this analysis provides insights into the topics persons discuss about online platforms in social media channels. And in the comments under the online newspaper articles. Because this research happened in 2020 when I was like the peak of pandemic of COVID-19. Which was just mattered as a safe alternative to identify barriers that persons with different types of disabilities. Face before during and after the travel and public transportation. In order to do this kind of social media content analysis. We used it to answer the following research questions. First we were curious to know what topics do the different entries focus on. Then we also try to understand what barriers of public transport. And its related features such as access or booking the trip are addressed in them. And finally what similarities and differences in content exist between the different cities. Focusing mainly on seven project cities in trips. In order to do that. At least 30 social media entries concerning accessibility of public transport barriers, assistive services. And other topics were research in each of the project cities. So in the final we had 210 social media entries which were analyzed and systemized. For analysis social media platforms such as Twitter, Facebook, Instagram, youtube comments under opinionated articles. Were scanned based on appropriate research terms. The collected entries and related information was systemized and the content was analyzed in detail. Regarding the authoring users, informative and effective reactions, the public transport related issues. Here you can see an example from Bulgaria Sofia where the person is sharing a photo on his instagram. By showing that hey there's a ramp which exists and should actually improve the accessibility to go somewhere. But how feasible is to use such ramp for the wheelchair user. And it shows the barriers wheelchair users and other people with have mobility impairment face in their everyday lives. Now let's go to talking about the listening to personal stories. And knowing the users in their life requires both empathy, which is understanding and how the other person going through and what they feel. And it requires perspective sharing which allows you to understand the situation. From other people's perspective, Before we conducted the interviews and trips. Project from the users and one of the greatest benefits of conducting these interviews. Is richer understanding gleaned from personal interaction. There is the increased opportunity for the interviews to share the points of view. Their opinions, their experiences to someone else who might understand them. And to see the life through their perspective. In trips, interviews with persons with different types of disabilities were acquired to gain this. In depth information and insights concerning the knowledge and opinions when it comes to public transportation. In the seven project cities, at least seven interviews were conducted in each of the project cities. So by the end of the research we had 49 interviews. The guidelines for the interviews were prepared in advance. But it was regarded as a loose framework based on open, semi structured questions which were clustered according to four topics. The first topic was choice behavior. And to find about that, we asked questions such as are there any transport means that you do not use or avoid for what reason. Later on we wanted to know more about the barriers person is facing while using the public transportation. And for that we ask questions such as which are the main barriers you face when using public transport? Later on, we wanted to know about assistance and for that we ask questions such as what technology do you use? And we would like to use to help at each stage of your journey with different means of transport, vote for booking and traveling. And finally we wanted to know about the participation and to know more about it. We ask questions such as are there other possibilities to get involved in transport decision making process. So the conducted interviews allowed the local teams to clarify and prioritize the main barriers. People are facing while using the public transportation. There were huge lists of barriers when we analyze those interviews but they were touched the both environmental and social barriers. Which could have been tackled in the process. And finally when you want to set a target, you need to identify potential challenges. Identifying challenges is well the first step to overcome them. And when you're defining problems properly, you make them easier to solve, which means saving time, money and other resources. Okay, so what we learn in trips when we wanted to identify the potential challenges. First of all that, it's very important to be specific with the target. The more specific the target is the more likely that you will actually overcome it. It is also very important to define your strengths and weaknesses to know what resources do you have in the team. And what are the parts of your team that could be improved throughout time. Another important aspect is to set up the strategy. Once you have the strategy and you know what you're doing and when you're doing and how you're doing. You already have the half work done. And last but not least very important is to identify the key stakeholders and to know who is with you in the process. And who might be against you once you know who are your allies, you might be sure that they have your back. When you're trying to bring the change and when you also know how sharing different values than you have. Maybe you can also set up the target, how to use that to overcome the barriers you want to overcome. Now, let me introduce you the exercise relating to setting up the target and for that. We're going to use the pest analysis here. As you see on the table, we have three groups of factors. First group is enablers or something that could enable you to reach your goal or encourages you to reach your goal. The second group is the constraints on the barriers, something that's in your way when you want to reach the goal you want to reach. And finally, there's mitigation, the actions which you could do to improve the situation. And on the left side there is four groups of factors which are political, economic, social and technologic. Therefore the analysis is called PEST analysis sounds a bit difficult maybe. Let's see the example. So here and there's an example from one of our trips partner city Calgary and they are doing the analysis about the public transportation in Calgary. So when it comes to political factors, the enabler would be integration with existing services and database. The barrier would be different. Accessibility needs to be considered. Many people are having many different needs. We need to be sure that we are are thinking about all of them and the mitigation plan could be creating the guidelines to develop involvement among disabled persons when it comes to economic factors, the Neighbor would be hardware available at reasonable costs. So something you could actually use. The constraints would be wearable, still not widely know and there's limited diffusion about about them. And the mitigation plan could be asked for public funding to make sure that the wearables are more available. When it comes to social factors, the neighbor in Calgary is easily acceptable by the potential users. The constraint would be that good quality information not widely available and the mitigation plan would be public and private partnerships to improve the data quality. And finally, when it comes to technological factors, the enabler in Calgary is mature technology. They're having high level advanced technology. They could use the constraint in this case is training required compared to smart watches. And the mitigation would be enhancing user experience research in interference design or creating the guidelines. Sounds good. Now try doing your own and using the best analysis in your local context. So you have set up the target in this model and now you're able to define the challenges and barriers which you might want to tackle with your actions for your case study. This step setting up the target also helps you to prioritize things. And initiate the action plan, which is the first step towards the actual change you want to achieve.
