Given the fact that people used multiple means of transport, from cars, bikes, public transport to shared e-scooters, mobility is changing and people have diverse needs in how they travel and spend their finances in this area of their life. As a mobility provider, the client wanted to investigate how people move around the city and how they spend their money on mobility.
In order to investigate the mobility challenge, the team had to understand the behavior, needs and motivations of Spanish mobility users. After an initial research phase, the team focused on the behavior of sharing a ride and splitting the bill after. As sharing a ride was not common in Spain due to cultural factors, policy of companies and the market's unreadiness, the team wanted to know if ride sharing would be an interest for people in Spain and if so, how to design an experience to suit their mobility and financial needs.
16 in-depth interviews; 18 guerrila interviews in metros/ coworking spaces
The team achieved to interview diverse people with ages between 25 and 35, about their travel and financial mobility preferrences. The in-depth interviews were done face to face with people living in the city, while data was also gathered from spaces where people travel - like the metro - or working spaces, where the team ingeniously installed a "guerrila questioning" kiosk, with mobility artifacts, where they asked 10 minutes questions to coworkers.
1. For many people, budgeting is related to care and responsibilities for others, prioritizing personal or family needs.
2. Some people finance their mobility decisions based on pre-constructed mental budget limits.
3. There is a perception that sharing a car ride can help the passengers save money, build trust and feel more safe.
Some of the ways in which the data was visualized was through a user journey and personas. These tools helped to demonstrate a potential course of the service for the client. From the data accumulated two personas were created.
The final goal of the project was to design a way to help all mobility users easily share a ride with strangers in order for them to feel more secure, at easy and save money. The team focused on testing various hypothesis related to the topic. In order to test the experience, the team used 2 types of prototypes: (1) an experience prototype, testing the experinece of car sharing and (2) a mobile prototype that we tested inside the car, while 2 passengers, which did not know each other. Finally, a (3) video prototype was made to pitch the idea.
The team wanted to test how people behave in a shared ride, with unknown people beside them and how they react to a social game inside the car. The experience prototype gave the team many insights on people's behavior, body language and concerns that might arise during a ride sharing trip.
For the design of the prototype, Figma was used to design the app. After testing an initial digital prototype in a shared car setting, the team observed that people feel uncomfortable during the ride with strangers. Based on these observations, some social activities during the ride were introduced. They were based on different times of day.
In the beginning of the ride it was weird, but then when with the question game, I felt more relaxed and I actually had fun.
Most of the passengers enjoyed the games in the car, and reported feeling more comfortable. The team created a number of activities based on times of day as people might have different emotional states and needs during a day. Although not all activities were tested, the concept received good feedback from the client. Further directions are explored below.
The final prototype included a video prototype meant to explain in a visual way the concept of ShareCare. The concept can bring additional value to the business, by offering a competitive advantage, improve matching of passengers in a ride sharing scenario, while the activities can help the driver and the passenger in feeling more comfortable, calm and relaxed.
It seems, as the some authors demonstrated, that one of biggest factor for changing behavior to ridesharing seems to be the availability of matches (Nielsen R,J., Hovmøller H., Blyth P-L.,Sovacool B.J (2015).
Thus, given this information, through this project the team investigated how to open the market for ridesharing in Spain. The concept in this project investigated a scenario in which ridesharing is working, adding improvements -social games- which hopefully can accelerate the adoption of ride sharing on this market, provide competitive advantage and increased customer satidfaction. With further research, the value delivered could be three-fold:
The transformation that this project brought was from a previous state of unreadiness of market to embrace ridesharing to a current state of exploration where games in the car can improve experience and to future directions of where the mobility provider can further develop. Some interesting provocations that the team launched were, for example, how might we create positive expectations about ride sharing? More research is needed to investigate these potential future directions and concepts.