A mobility company wanted to expand its service portfolio by identifying unmet user needs. After the user research, I sketched out three ideas and developed a detailed concept and an interactive prototype for the favourite variant.
Method
- Brainstorming
- User Research
- Competitor Review
- Data Analysis
- Ideation / How-Might-We
- Prototyping & Testing
Brainstorming
User Research
I created an online survey to gather quantitative data about user behaviour in mobility and various interviews helped to identify pain points of users in different mobility situations. Statistical data provided further insight into the different mobility sectors.
I created a couple of proto-personas and validated “Jan” throughout the project with further user research.
One key insight:
Taking the bus in a foreign city was the most dreaded way of transportation, even more so than trying to find a parking spot in a crowded city centre.
This coincides with the fact that buses are the most common transportation devices in cities.
Competitor Review
The complex competitor review provided insight into the available apps within the problem space and inspired do’s & don’ts. At the end of this exercise, the client decided that the “Park&Bike” idea was the most interesting one to move forward with.
Data Analysis
The analysis of statistical data from various mobility sectors provided further insight and enabled me to provide recommendations for the product roadmap.
Ideation
The research enabled me to collect a variety of questions which I explored with a “How-might-we” exercise. I validated the 35+ ideas until I reached the top three which I explored further.
Prototyping & Testing
I started with low-fi wireframes and wireflows, tested those early ideas and iterated until the wireframes were ready for prototyping. The Adobe Xd prototype was tested to identify some obvious issues and then delivered to the client.
On a product roadmap, I showed what the MVP should offer and how the service could be expanded by including the car-sharing or bike-rental accounts and how to make navigating in foreign cities easier with augmented reality.
The Concept
The Park&Bike app enables users to transition from car to bike with ease in unknown cities. It offers various parking options and highlights the closest (or cheapest) bike rental stations, including pricing and links to the corresponding web- or app service.
Notes & References
– Bicycle image: Image By freepik
– Woman in car: Image by Pexels via Pixabay
– Jan persona: Image by Pexels via Pixabay
– Data chart: statista
– Mobile phone mockup: Image by rawpixel.com on Freepik