Future Passenger: Mobile, Outdoor, Locative Media - A Study of Mixed Reality Narrative, Interface and Content for Public Transport

Lead Research Organisation: University of Liverpool
Department Name: Architecture


My practice-based research (funded by the AHRC) aims to create new knowledge in relation to the use of mixed reality to engage with passengers on public transport. I am focussing on how this technology creates new opportunities to connect to the locations we travel through. Furthermore, I am drawing comparisons with the impact of the introduction of the railways on public transport in the eighteenth century.

The same technologies fuelling mobile mixed reality (5g, AI, machine learning) are also revolutionising smart personal transport as we shift from car ownership to mobility services. I have identified a gap in the knowledge around applying creative applications to this context and in a world of transport services, new creative ways to differentiate these services will be commercially and socially valuable.


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Title Fantasia Express , Augmented reality and locative media app for train passengers 
Description Fantasia Express looked at applying immersive and mixed reality technology to the passenger experience on a moving train carriage. To connect passengers to the locations they are travelling through in entertaining and engaging ways. To provide a shared experience for families or groups that engage with the solution and ultimately make travelling by train a richer and more enjoyable experience. 
Type Of Art Artefact (including digital) 
Year Produced 2019 
Impact Received a lot of industry and academic interest in the project 
URL https://vimeo.com/328023473
Description Maritime augmented reality, as a tool for immersive experiences for ferry and cruise operators between the UK and Ireland, creating new commercial opportunities for the marketing, advertising and tourism sectors 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact There are a variety of service owners within both the Ferry and Cruise market between the UK and Ireland. Their service offer, ranges
from functional price driven travel to luxury high end experiences on cruises. Although their investment in immersive experiences and the
opportunities vary as much as the markets they operate within, it is clear that these are both growing sectors with a need for entertainment,
storytelling and engagement. The number of short sea international ferry journeys in the UK alone is 20.5 million and the global cruise
industry generated an estimated revenue of 39.6 billion U.S. dollars in 2015, The passenger numbers of the global cruise market reached
27.4 million in 2016 and capacity is expected to continue to grow1. It's a huge market, and a huge opportunity for new kinds of onboard
entertainment. This represents a significant global market for the development of a scalable world class entertainment experience, which
would lead to the creation of new opportunities for ferry and cruise operators, content makers as well as new commercial possibilities for
the marketing, advertising and tourism sectors. The research presented in this paper informs the design specification and design thinking
for a new AR Platform specifically developed for the maritime sector, aimed at Ferry and Cruise passengers. Working with users, ferry and
cruise operators, and other stakeholders to analysis, design and determine the focus for a new immersive product for the maritime transportation sector with a focus on onboard entertainment experiences for ferry and cruise passengers. Hyper-localised content delivery requires
deep customer insight in context of their current behaviours. This paper reports insights and mapping of current and future desires/needs/
behaviours of end-users and other stakeholders so that the proposed digital platform can offer context relevant, connected and tailored AR
content delivery that supports user, as well as business, needs.
Year(s) Of Engagement Activity 2019
Description Part of a panel on main stage at Augemented world congress in Munich 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact Part of a panel at AWE 2019 in Munich, along with Audi and Holoride. XR goes mobile
Year(s) Of Engagement Activity 2019
URL https://www.awexr.com/eu-2019/agenda/607-xr-goes-mobile-from-content-to-deployment