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Delivering a Citizen Card Scheme: Insights from the Sheffield Smartcard Project

This document outlines the development and implementation of the Citizen Card scheme as part of a multi-modal transport smartcard solution within Sheffield. Led by Ian Goodfellow, the project explores the integration of various services with smartcard technology, including transport, libraries, and leisure. Key findings from user surveys highlight consumer needs for single-card management and accessibility. Following a successful pilot involving 200 buses and 7 rail stations, the report discusses future directions for improving service delivery and technology integration while ensuring user-friendly systems and stakeholder collaboration.

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Delivering a Citizen Card Scheme: Insights from the Sheffield Smartcard Project

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  1. How to Deliver a Citizen Card Scheme Ian Goodfellow Fares & Pricing Project Leader Metro RFID 30 September 2009

  2. Introduction • Yorcard • Smart|Sheffield Card • DfT – SYPTE tender • Citizen Cards • Scope • Headline results • Where next?

  3. Yorcard • Pilot in Sheffield • 200 buses, 3 operators • 7 rail stations • Operational since March 2008 • ENCTS • School passes • Commercial travel cards and PAYGo

  4. Smart|Sheffield Card • Has done e-voting (175,000 cards) • Is doing libraries and leisure (86,000 cards) • Fixed and mobile devices • Managed by AIDC

  5. DfT/SYPTE Tender ‘Proposal of a Multi-Modal Transport Smartcard Solution Including Citizen Services’ • Started Spring 2007 • Aims to develop the 2 Sheffield schemes • Understand best practice • A killer application? ‘A transport smartcard enabling the use of local authority services?’ or; ‘A local authority smartcard enabling the use of transport services’

  6. DfT Tender - Scope • A simple technological trial in a laboratory: • Loading leisure and library applications • With Yorcard smartcards • Mifare Classic 4k LASSeO encoding • User surveys with existing smartcard users: • Yorcard/ENTCS users • Users of Sheffield City Council smartcards • Focus groups and surveys • Structured interviews with individuals within various organisations • A review of what other schemes are delivering to their customers

  7. Headline Results – Technological Trial • It doesn’t cost much • It doesn’t take long • No impact on time for Smart|Sheffield equipment • Still some work to do on transport equipment • ITSO part first

  8. Headline Results - User surveys • Consumers want: • Discounts/loyalty • One card easier to manage and welcomed – easy to replace • Single point of help • Consumers don’t want: • Loss of multiple services if lost card • Big Brother • Public transport • Leisure • Libraries • ID card other services • Car parking • Small value goods • Taxi fares • Bill payment • Voting card • Proof of age

  9. Headline Results - Interviews • Benefits • Current challenges • The future • But, do people really understand the concept? • Is a simple “How to” guide needed?

  10. Headline Results – Other Schemes • Schemes are generally simple • Entitlement and access to services • Use LASSeO profile • Few use e-purse • Branding and ownership by local authorities • Well populated areas

  11. Where Next? • Clear central strategy: • DWP consultation • Ticketing Strategy • Alignment with local strategies • Communication between local stakeholders • Critical mass of ENCTS cards • Simplify the technology message • Auto load entitlements? • Is an e-purse really needed? • Ways to support the customer • Funding • Resolve branding and ownership issues Keep it simple!

  12. Questions, Comments and Contacts Ian Goodfellow – 0113 2517 275 Fares & Pricing Project Leader Ian.Goodfellow@wypte.gov.uk

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