User perspectives on emerging mobility services: Ex post analysis of Kutsuplus pilot

Abstract Kutsuplus was a novel, flexible micro transit service (FMTS) operating in Helsinki during 2012 to 2015. The service included a range of new technological development, ranging from routing algorithm to marketing and user interface. However, at the end of 2015, the service ceased due to budgetary constraints. In the context of service discontinuation, and the lack of in-depth understanding of user perspectives about urban FMTS, this paper aims to uncover the perspectives of the users of the service, users that discontinued using the service during its operation, and persons who did not use the service. The methodological approach is based on a questionnaire, with mapping capabilities enabling collection of georeferenced data. Questionnaire results are validated using actual Kutsuplus trip analysis. The results show that Kutsuplus users were a diverse group both when considering socio-economic status and travel behavior. In addition, the results include detailed analysis of stated trip characteristics, including spatial analysis of trip origins and destinations. Furthermore, the results include qualitative analysis of respondents' opinions and recommendations about positive and lacking FMTS features. The paper ends with a summary of positive Kutsuplus features, followed by the discussion of aspects for future deployment, including end-user and service area analysis, marketing strategy, and service usability. Finally, the paper provides recommendations for further research on FMTS.