Service empathy board. A method for the agile development of mobility as a service

To emphasise seamless mobility as a key value proposition, the term ""Mobility as a Service"" (MaaS) has emerged. The creation of MaaS results in three major challenges. First, complexity arises as a key characteristic from the ecosystem setup. Second, the development and design of successful MaaS is based on a deep understanding of the customers' needs. Third, the focus of this article is on interactive, personal MaaS, which calls for a consideration of service staff in direct customer interaction. To support an empathic, collaborative development of interactive and personal MaaS, a method promoting empathy in service development is presented.