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In the promotion of sustainable modes of transport, especially public transport, reasonable failure risk assessment at the critical moment in the process of service provider touch with users can improve the service quality to a certain extent. This study presents a product service touch point evaluation approach based on the importance–performance analysis (IPA) of user and failure mode and effect analysis (FMEA). Firstly, the authors capture service product service touch points in the process of user interaction with the product by observing the user behavior in a speculative design experiment, and perform the correlation analysis of the service product service touch point. Second, the authors use the IPA analysis method to evaluate and classify the product service touch points and identify the key product service touch points. Thirdly, the authors propose to analyze the failure of key product service touch points based on user-perceived affective interaction and clarify the priority of each key touch point. Finally, reluctant interpersonal communication, as the key failure caused by high risk, is derived according to the evaluation report, which leads to establishing new product service touch points and improving the overall user experience to promote sustainable transports with similar forms and characteristics.