Challenge
Redesign and conceptualize a multimodal-transportation (digital experience, service) for BVG in order to allow people to have a flexible and combined commute
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User
Residents of Berlin
My role as a Designer
Researcher and experience designer
Sector
Mobility
Place / year
Berlin / Germany / 2018
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Note:
This concept eas developed by my own initiative. Some months later, the company BVG developed a similar product called Jelbi.
CONTEXT
“Rather than having to locate, book, and pay for each mode of transportation separately, MaaS platforms let users plan and book door-to-door trips using a single app. By answering the question of how best to get individual users where they’re going based on real-time conditions throughout the network, taking account of all the possible options and each user’s own preferences (for example, time and convenience vs. cost), and facilitating seamless mobile payment, MaaS starts to move us toward a more user-centered mobility paradigm.” Deloitte, 2017
RESEARCH
I have divided the research into two phases, the first one was desk research and the goal was to understand mobility as a service as well as to find relevant trends around this topic. At the same time, I used a digital questionnaire answered by people around the globe. Then, some people were selected for a further interviews.
ANALISIS & USERS
In this phase, I started to identify possible users and to create personas and empathy maps. The aim of using this tool was to determine the "pains" , "gains" and "jobs to be done". This method was useful to create possible scenarios based on the insights.
INSIGHTS
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People move flexibly around and within the city. The main variables are the distance, the destination, and the infrastructure. For instance a bike for a short distance and a train for a long distance.
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A city with a good public transport system and developed infrastructure discourages people to use cars and some people might even forget how to drive.
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Almost all people whom I talked to in Berlin use Google Maps. However, they trust more BVG, but they do not use BVG app because they consider it difficult to use or because it is difficult to use while walking to stations.
IDEATION
Some ideation methods were user, for instance: positive brainstorming, negative brainstorming and Idea napkin. This ideation process started with the following question.
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How might we provide BVG customers with a
multimodal transportation (experience, service) in
order to allow a flexible commute?
