Jiyoon Lee

Image: Digitalisation of Transport Services. Mobility-as-a-service (MaaS) is an integrated form of mobility service which allows travellers to use and pay across various forms of transportation modes through a single access point.

Enhancing user experience of mobility as a service ecosystem.

PhD candidate

  • Jiyoon Lee



The future of mobility will incorporate switching and sharing, between multiple modes within a diverse mobility ecology. These narratives address themes of collectivity, urbanity, technologies and shared resources - all topics related to the values of the American Dream. For us, it cannot simply be a matter of Dreams, but of Design.

Meejin Yoon, Eric Höweler

Cities are witnessing an unprecedented shift from privately owned transportation to mobility solutions that are delivered as services with the rise of sharing economy – Mobility as a Service (MaaS). Although MaaS is considered a revolutionary way of making urban travel controlled, resilient, and convenient by the government and industry partners, this nascent initiative has been implemented on a limited basis yet. MaaS raises rich and challenging new opportunities as it is in a transitioning phase from niche to regime. For the implementation of MaaS to its full potential, the development of the system in a user-centric perspective is emphasised more than ever and it needs to be designed with a deeper understanding of potential users and their surroundings.

This PhD research takes a step ahead of the scene of future transportation services, where a human is at the centre, not a vehicle. It seeks to identify design requirements and strategies to improve the user experience by understanding the emerging field of MaaS and how it can reshape people’s mobility behaviour and their expectancy of vehicular mobility. Moreover, the research intends to address effective ways to design the interface of its applications to provide optimised interaction.

This research will provide insights and a framework that guide the design of services and products of MaaS ecosystem. The establishment of theoretical grounding in the user experience of MaaS will redound to the design of how systems of movement, shared resources, built structures, technology and society should interact with each other for the people in the future of mobility.