What if you could stop relying on your second car to get to work or drive your kids to places?
Research, Strategy, Service Design, ux and visual
Mobility service for suburbia and rural areas
At IXDS, I helped to research and prototype a service that gives people a way out of the struggles of urbanization by leveraging the capabilities of on-demand and autonomous public transportation. Who knows – owning a second car might soon not be a necessity anymore.
— Uncover in which situations car owners were willing to switch to a ride sharing offering to estimate demand.
— Design a prototype of the service across all touchpoints, including app, vehicle and signage.
— Minimize the time needed to find and order a ride and make it easy to switch from one-time to regular booking.
How it works
Customers can schedule regular rides and pick-ups for themselves and their loved ones to avoid the stress of their daily commute.
A coherent service experience across the mobile app, SMS-channel, vehicle and web takes the hassle out of carpooling.
It enables car owners and children to enjoy the comfort of on-demand ride-sharing.
My involvement in this project spanned all phases of the design process. Besides developing a framework for user research for an extensive team of six researchers and conducting qualitative interviews at homes of potential users, I was responsible for leading the interaction and visual design efforts of the mobile and web touch-points. These were prototyped and tested using Google's Design Sprint method.
The initial view has been simplified to help the user schedule a ride with ease.
Smart placement of additional features
Search suggestions are used to reveal additional functionality elegantly. Users can save their home and work location and schedule a regular pick-up.
One, two, booked
Only two steps are necessary to book a ride.
Users can ride alone, with others or indicate that they need special assistance with their baggage or a wheelchair. Necessary waiting times are indicated.
No line numbers
Buses are identified with names and colors instead of line numbers, so that people can remember their ride more easily.
Turn the first ride into a routine
The ticket drawer allows users to find their booked rides and book return trips easily. Planning a routine pick-up is only a tap away.
6 researchers visited 3 cities to conduct over 35 interviews with citizens, city transportation experts and operational staff in order to understand the suburban dependency on cars—and how it can be circumvented.
I helped coordinate and design a research framework and interview guidelines our team used to talk to customers whose habitual use of personal vehicles seemingly didn't allow for alternatives. My involvement throughout the entire analysis and synthesis process helped the team to review the research material critically, focus on causality and discern between stated and revealed preferences. This helped us to uncover where people were looking for progress and how we could help them.
To reduce ambiguity and explain customer behavior in-depth, I structured personas around struggles that customers experienced in certain situations, rather than loosely mentioning unrelated information such as attitudes, preferences or demographics.
The example on the left shows that some elderly people abandoned using the city's senior bus offering, and regularly hired cabs instead. The persona explains what led them to this choice and what progress they were trying to make, providing an opportunity for our offering.
Similar to User Stories, Job Stories are a tool to convey information in a formalized manner. We used them to structure our insights as short design briefs. The stories on the right describe the struggles and needs of commuters.
Service blueprint and user journey
We used a variety of storytelling and planning tools, among them the service blueprint on the left which kicked off a backlog planning session.