**6.2 Create a customer journey map based on the characteristics of the segmented population**

According to the characteristics of young people, high-end travelers, and the elderly, combined with the emotional fluctuations and experience pain points of

### *A Federated Learning-Based Civil Aviation Passenger Value Analysis Method and MaaS… DOI: http://dx.doi.org/10.5772/intechopen.107115*

travel, we can find opportunities to improve the experience. People of different age groups have experienced pain points in the travel and use of transportation due to the hidden dangers of the epidemic and the requirements of epidemic prevention. Young people and high-end people may encounter obstacles in travel route planning, transfer, and arrival at the destination due to the complex travel process and unknown transportation options. In addition, young people and high-end people are more emotionally volatile because they are under pressure from work and life. For the elderly, with the popularization of elderly transportation cards in recent years, and the deepening of respect for the elderly and the love of the young, the elderly feel very comfortable and convenient when going out, with less emotional fluctuations. A customer journey map can be created based on the opportunities to improve the problem, and a more detailed MaaS service vision can be added (see **Figure 7**).

#### **6.3 Provide different transportation services for segmented groups**

According to the survey, young people prefer a pay-as-you-go approach, and the introduction of monthly rents could send spending out of control. If the surplus monthly rent can be accumulated to the next month, young users can barely accept it, but if it is cleared at the beginning of the month like a phone bill, they cannot accept it. Therefore, we can provide "pay-as-you-go" services for young users because the current travel payment experience is most important to them. However, the function of travel bill management still exists, which can still help users understand the monthly travel situation and control travel expenses. For high-end users, monthly rental services can be considered. Because the travel monthly rental model is a significant innovation in the business model of the travel industry, it has its current needs and long-term value. Years later, a monthly rental package is also 100 yuan. However, the number and quality of services included may be significantly improved, just as the traffic and call duration in the same call package increase year by year. For high-end people, precision, efficiency, convenience, and safety are their primary travel needs, so they are prevalent to enjoy seamless one-stop travel services with only one monthly rent. It can be referred to Whim's monthly service package to design services. The Whim system interface (**Figure 8**) is as follows:


The elderly pay more attention to travel safety and the simple and easy process interface for transportation. Therefore, it can provide one-time overall planning of the entire travel process (before, during, and after travel) for vulnerable groups such as the elderly—plan to reduce transfers. Furthermore, the interface is designed to be simple and easy to operate so that the elderly can travel smoothly.
