Keoscopie Digital

From Explo Lab to User Lab, or how Keolis and Netexplo effectively merged their working methods
Blending the working methods of a big public passenger transport group with those of a digital technologies observatory: this is the wager successfully won by Keolis and Netexplo with Keoscopie Digital.

Netexplo's know-how is gathering digital innovations and selecting them on the basis of their value for real use – and the possibility of adapting them, reforming them and diverting them from their original function for new uses, always for the benefit of citizens. The know-how of Keolis is based on observation of transport users' behavior with the aim of offering them new services that meet their needs. 

international selected innovations among 2000
interviews to evaluate citizens expectations on digital mobility

At the start of this adventure, Netexplo opened way by initiating what sociologist Bernard Cathelat, member of the Netexplo network, calls a "trawling" operation « Every year our trawlers drag up thousands of digital innovations. In 2015, we collected around 2000, while focusing on mobility. ».  A total of 167 dedicated to transport or with the potential to be adapted to mobility services, ended up in the trawlers' nets. Like iButterfly, for instance, an application that uses a butterfly to guide consumers towards the best deals of the moment and which could easily be transposed to guide passengers in a city. Then there's Nectar & Pulse, a collaborative tool – a mix of Meetic and Trip Advisor – that lets passengers find their soulmate in a city – a person with the same tastes and interests who can pass on information, good deals, smart ideas and addresses in a given region.

Netexplo took this valuable raw material and subjected it for six weeks, in the framework of Explo Lab, to a working group consisting of some 30 Keolis employees – front-line employees working in operations, maintenance, marketing, customer relations and accounting, whether or not in direct contact with passengers, who were also exposed to Keoscopies findings and the big sociological trends emerging from them. « There are seven of them," says Éric Chareyron, director of forecasting, lifestyles and mobility at Keolis. "The passenger demand for simplicity to understand how, the transport network operates, and for transparency to find out what doesn't work and why; the demand for fast reaction so as rapidly to propose an alternative in the event of a problem; the performance guarantee of "door-to-door" guidance; the demand for permanent coaching; the demand to be able to feel at home in a place that you don't actually live in, and, lastly, the need for a rehumanization of transport faced with the arrival of new technologies. ».

At the finishing line, only four of them were left

Netexplo's teams coached the Keolis working group for a creative workshop day – a creative camp to use the jargon of consultants. Their mission? To "shake up" the 167 innovations selected by Netexplo, retain only the most promising and test them as an experience and digital pathway. Fifteen scenarios emerged from this crash test. They were grouped together then tested through four passenger scenarios, corresponding to four main passenger categories and expected benefits. 

All in all, four avenues of work were tested, on a life-size basis, with 3,000 people across France, in the framework of a large national and regional study - a work phase, baptized User Lab, that precedes formulation and testing of new digital applications to serve mobility, which is the raison d'être of the Digimobility Observatory created by Keolis and Netexplo.