The ongoing digital transformation addresses two research topics relevant for transportation service design addressed by the decision support group. First, human expert knowledge is replaced and augmented by mass data. This data has to be adequately structured into information relevant for the decision process. A particular challenge to be addressed are user preferences in case of similar transportation services offered. Secondly, some data driven services emerge from the availability of observational data. Again, data has to be structured into information by means of data analytics in order to provide customer services.