Unlocking Shared Mobility

Unlocking Shared Mobility Translating what we know about commuters to what we can do for them

Meet the Team

Tim MacLeod

Stephanie Rosinski

Associate, Social Scientist

Associate, Service Design

Team Lead

Kaamil Ajmeri Design Researcher

Advisor

Hillary Lorimer Design Researcher

Chris Ferguson Chief Executive Officer

Supervisor

Danielle Sheahan Service Designer

Zoe Worsnip Design Strategist

TODAY

Our goal is to share our service concepts by presenting our process, key findings, and prototypes so that we can make an action plan to boost transit ridership using shared mobility.

Overview Process Recap

Rules

Service Concepts

How we arrived at our areas of opportunity using research and design

How we pursued opportunities to improve the experience of suburban commuters and drive transit adoption

How we applied the rules to a specific challenge

Roadmap Activity We want you to help us translate our service concepts into pilot solutions

Process Recap

OUR CHALLENGE This summer, we engaged suburban commuters from Vaughan to research and co-create solutions that solve the first-mile lastmile problem, and ultimately work towards converting single occupancy drivers to transit riders.

This work is tied to MaRS’ larger Urban Mobility Project that aims to design, implement, and scale transportation solutions in the next 4 years.

We spent 70 hours in the field

With over 80 commuters from Vaughan

MARKET SCAN Explored existing literature on shared mobility.

RIDE ALONG INTERVIEWS AND DIARY STUDY Identified pivotal points and opportunity areas to improve the transit experience for Vaughan commuters.

LEARNING LAB Identified key emotional and behavioral barriers to shared mobility use and co-design key shared mobility features.

PROTOYPING Bridgeable + MaRS co-designed service concepts that respond to the behavioral and emotional barriers of suburban commuters from Vaughan.

FIELD TESTING

CONCEPT VALIDATION

Tested and validated four service prototypes with commuters at Vaughan GO stations to understand key features and value proposition of services.

Tested refined prototypes and key features with commuters in oneon-one interviews.

Behavior Profiles

DIFFERENTIATING BEHAVIOUR

DELAYS

RITUALIZER

OPTIMIZER

I have one route that works for me. I take it regularly and must be able to count on my routine to get home to my family.

I have a complex route with many available options. I change my strategy to suit my activities. If things go wrong, I have to act fast.

! Entrenched in habit ! Simple commute (2 transfers maximum)

! Variable routine ! Complex trips (3+ transfers)

! Delays can be frustrating but typically don’t have high time consequences ! Accepting of occasional delays

! Chain reaction - delays multiplied by missed connections ! Re-routes in response to delays

User Journey Map

User Journey Map

Key Pain Points

Lack of Alternative First/Last Mile Options ! Perceived lack of reliable options other than driving ! Bus is currently the only shared first mile option ! Finding parking is a pronounced source of stress for commuters who go to great lengths to avoid paying for parking ! Traffic congestion around GO Stations increases commute time

Inability to make Informed Decisions ! Fragmented information between public and private services ! Lack of perceived control when using transit ! Delay notifications are reactive rather than proactive ! Commuters struggle to weigh time and cost implications of alternative routes

From Pain Points

To Vision

+ Alternative First/Last Mile Options

Making Informed Decisions

These pain points represent high impact opportunities for commuters to mode shift.

Our Vision for Vaughan GO commuters

Alternative Options

FROM‌ Feeling tied to driving due to the lack of reliable options and frustrated by GO parking

TO‌ Feeling confident that shared mobility options will get me to my train on time while avoiding parking altogether

Our Vision for Vaughan GO commuters

Informed Decisions

FROM‌ Uncertainty about first-mile, last-mile mobility options and navigating delays

TO‌ Being proactively presented with options and feeling confident and in control of next steps even when delays occur

Our Vision for Vaughan GO commuters

How do we bring our vision statements to life?

In order to translate our vision statements to tools and tactics we have translated our insights into a set of rules which we have applied to our service concept prototypes

Rules Key principles and recommendations to bring forward

DESIGN PRINCIPLES What learnings can we apply to increase adoption of shared mobility amongst suburban commuters generally?

DESIGN PRINCIPLES Allow me to plan transit around my life

Give me the freedom and control my car gives me

Take the hassle out of decision making

Design Principle

Allow me to plan transit around my life “ Sometimes I just don’t want to be at the GO Station at 6:29 – but I don’t have a choice. I have to if I want to get parking”

Currently commuters need to plan their day around transit and want to be able to plan transit around their life What We Learned Make multiple services available, so that commuters have a backup plan Make mobility options easy to access and to book on the fly Make services responsive to demand

Design Principle

Give me the freedom and control my car gives me “ Driving gives me a sense of control, but in rush hour - it’s miserable �

Commuters drive the first mile because they perceive that it gives them control and flexibility even though its stressful What We Learned Alternative solutions need to give users control by building clear expectations about the timing of services, estimated arrival times, cost and payment, and routes Messaging should clearly state how solution solves struggle associated with driving

Design Principle

Take the hassle out of decision making “ I constantly feel like I made the wrong choice �

Commuters struggle to make tradeoffs about mobility decisions that work for them What We Learned Planning tools should prominently display time, cost, and convenience in one place so tradeoffs are real to commuters Allow commuters to make comparisons that take into account the true cost of driving and feel confident in their decisions Prioritize choices over information

MAKE OR BREAK RECOMMENDATION What key differentiators enable our service concepts to be impactful and successful?

MAKE OR BREAK RECOMMENDATIONS Build trust with transparency

Amplify reliability with integration

Make visible the cost of driving

Show commuters their options when they need them

Make or Break

Build trust with transparency Why it’s important

What it looks like

New services can feel risky to commuters if they don’t know the brand or need to rely on non-professional drivers

Solutions should leverage brands people know and trust, and use logos to build credibility (YRT, Metrolinx)

If commuters don’t have visibility into how and why their payment and personal information will be used, they will be hesitant to provide it and won’t use the service

When non-professional drivers are introduced, provide users with qualifications and ratings When users are asked for their personal information they should be told how it will be used and why it's necessary When users are asked for payment information they should understand what they’re paying for and what security measures are in place

Make or Break

Amplify reliability with integration Why it’s important

What it looks like

Commuters won’t use services they don’t perceive or experience as reliable

Overlap between services so that if one fails there is a “backup”

Back-ups are essential to creating reliability

Create backups within services if alternatives are not available Point users to backups when a service fails New services need to be anchored around GO Train times so users make their connection

Make or Break

Make visible the cost of driving Why it’s important People in Vaughan are anchored in their cars because of cultural norms, and perceptions of control and flexibility associated with car use Commuters consider their car a sunk cost and tend to (irrationally) talk about driving as “free” mobility whereas alternatives require them to pay-per-ride Despite many commuters not paying for reserved parking, they are anchored in the cost of monthly parking and judge alternatives against this cost

What it looks like Make visible the cost of driving to commuters with concrete numbers Highlight the stress associated with parking when communicating new services this introduces non-monetary cost into commuters consideration of mobility choices Use monthly reserved parking as a reference point for cost Incentivized trials are an evidence-based strategy to overcoming the “sunk cost” of cars

Make or Break

Show commuters their options when they need them Why it’s important

What it looks like

Delays are often hidden from view unless the commuter actively seeks them out

Commuters should be proactively notified when something goes wrong

Commuters struggle to find and consider information from disparate sources

Commuters should be able to consider all options quickly and make a choice that will save them time

When delays occur, commuters are unable to make informed decisions with confidence

For you, what Design Principle or Make or Break is the most important?

5 Minute Discussion

DESIGN PRINCIPLES Allow me to plan transit around my life Give me the freedom and control my car gives me

Take the hassle out of decision making

MAKE OR BREAK RECOMMENDATIONS Build trust with transparency

Amplify reliability with integration

Make visible the cost of driving

Show commuters their options when they need them

Service Concepts

From vision

To Action

+ Alternative First/Last Mile Options

Making Informed Decisions

Framing

The Solution Space

Service

Map

Prototype

Guide

FEATURES

1

PR OT OT YPE

1

MAKE OR BREAK

DESIGN PRINCIPLE

Skipp Skipp is a transportation app that is integrated with a wide variety of existing transportation services in the GTHA. Skipp guides you through multi-modal routes and provides smart alternatives in the case of delays.

OPPORTUNITY AREA Making Informed Decisions

Concept

Skipp 1. SET-UP

2. TRIP PLANNING & NAVIGATION

3. REROUTING TO AVOID DELAYS

Skipp

Set-up

Skipp

Set-up FEATURES 1

1

2

3

2

3

The sign-up process clearly explains Skipp’s value proposition in terms of multi-step trip planning, and skipping delays MAKE OR BREAK

Amplify reliability with integration Show commuters their options when they need them DESIGN PRINCIPLE

Taking the hassle out of decision making Allow me to plan transit around my life

Skipp

Set-up FEATURES

4

5

The sign-up process explains how personal information will be used and why it is necessary MAKE OR BREAK

Build trust with transparency

4

5

Skipp

Set-up FEATURES 6

6

Users are able to sync existing transit apps with Skipp to integrate planning and payment MAKE OR BREAK

Amplify reliability with integration

DESIGN PRINCIPLE

Allow me to plan transit around my life

Skipp

Set-up FEATURES 6

6

Users are able to sync existing transit apps with Skipp to integrate planning and payment

7

The sign-up process explains how personal information will be used and why it is necessary

MAKE OR BREAK

Amplify reliability with integration

DESIGN PRINCIPLE 7

Allow me to plan transit around my life

Build trust with transparency

Skipp

Set-up FEATURES

8

The sign-up process requires verification to confirm user identity and protect personal information 8

MAKE OR BREAK

Build trust with transparency

Skipp

Trip Planning & Navigation

Skipp

Trip Planning & Navigation

Skipp

Trip Planning & Navigation FEATURES

1

Multimodal trip planning (public, private, and personal)

MAKE OR BREAK

1

Show commuters their options when they need them

DESIGN PRINCIPLE

Taking the hassle out of decision making Give me the freedom and control my car gives me

Skipp

Trip Planning & Navigation FEATURES

1

Multimodal trip planning (public, private, and personal)

2

Key filters for route options

MAKE OR BREAK

1

Show commuters their options when they need them

2

DESIGN PRINCIPLE

Show commuters their options when they need them

Taking the hassle out of decision making

Taking the hassle out of decision making

Give me the freedom and control my car gives me

Allow me to plan transit around my life

Skipp

Trip Planning & Navigation FEATURES

1

Multimodal trip planning (public, private, and personal)

2

3

Key filters for route options

Cost and time comparisons on route screens

Show commuters their options when they need them

Make visible the cost of driving

Taking the hassle out of decision making

Taking the hassle out of decision making

Taking the hassle out of decision making

Give me the freedom and control my car gives me

Allow me to plan transit around my life

Give me the freedom and control my car gives me

MAKE OR BREAK

1

2

3

Show commuters their options when they need them

DESIGN PRINCIPLE

Skipp

Trip Planning & Navigation

FEATURES

4

Commuters are able to see each step of their journey, the cost, and an estimate of arrival time MAKE OR BREAK

Build trust with transparency DESIGN PRINCIPLE

4

Give me the freedom and control my car gives me

Skipp

Trip Planning & Navigation

FEATURES

5

Ability to request external mobility services in-app 6 5

MAKE OR BREAK

Amplify reliability with integration

DESIGN PRINCIPLE

Allow me to plan transit around my life

6

Skipp

Rerouting to Avoid Delays

Skipp

Rerouting to Avoid Delays FEATURES Skipp notifies commuters of upcoming delays MAKE OR BREAK 1

Show commuters their options when they need them

1

Skipp

Rerouting to Avoid Delays FEATURES Skipp notifies commuters of upcoming delays

1

2

1

2

Skipp prompts users to view alternative routes

MAKE OR BREAK

Show commuters their options when they need them

Show commuters their options when they need them DESIGN PRINCIPLE

Allow me to plan transit around my life Take the hassle out of decision making

Skipp

Rerouting to Avoid Delays FEATURES

3

3

Skipp shows users a filtered list of rerouting options so that they can select the best option MAKE OR BREAK

Show commuters their options when they need them DESIGN PRINCIPLE

Take the hassle out of decision making

Skipp

Rerouting to Avoid Delays FEATURES

4

Skipp shows the updated route after user has selected a re re-routing option 5

MAKE OR BREAK

Amplify reliability with integration

4

Skipp

Rerouting to Avoid Delays FEATURES

4

Skipp shows the updated route after user has selected a re re-routing option 5

Skipp gives instructions to user that specify where then can connect to their next mode

MAKE OR BREAK

Amplify reliability with integration

4

5

Amplify reliability with integration

Skipp

Rerouting to Avoid Delays FEATURES After user has reached their destination, Skipp allows user to save route for future use 6

MAKE OR BREAK

Show commuters their options when they need them DESIGN PRINCIPLE

Take the hassle out of decision making

6

Nello Nello is a social transportation network that connects you with other commuters so you can carpool to GO stations together and skip the parking struggle.

OPPORTUNITY AREA Alternative First/Last Mile Options

Nello

Service Features

Front

Nello

Service Features FEATURES

1

Service allows users to skip the parking struggle MAKE OR BREAK

Make visible the cost of driving DESIGN PRINCIPLE

1

Give me the freedom and control my car gives me

Nello

Service Features FEATURES 2

Users receive a $5 credit in their Nello wallets when they begin using the service.

MAKE OR BREAK

Make visible the cost of driving

2

Nello

Service Features FEATURES 2

Users receive a $5 credit in their Nello wallets when they begin using the service.

2

3

Nello shows users a list of drivers to ride with in their area, including their social network connections

MAKE OR BREAK

3

Make visible the cost of driving

Build trust with transparency DESIGN PRINCIPLE

Allow me to plan transit around my life

Nello

Service Features FEATURES 2

2

Users receive a $5 credit in their Nello wallets when they begin using the service.

3

Nello shows users a list of drivers to ride within their area, including their social network connections

MAKE OR BREAK

3

Make visible the cost of driving FEATURES

4

Build trust with transparency 4

Users can see drivers’ rating, what vehicle they drive, and confirm that they have a police check, a good driving record, license, and insurance MAKE OR BREAK

Build trust with transparency DESIGN PRINCIPLE

Allow me to plan transit around my life

DESIGN PRINCIPLE

Allow me to plan transit around my life

Nello

Service Features FEATURES

5

Nello determines the route and trip timing based on traffic and train times MAKE OR BREAK

Amplify reliability with integration DESIGN PRINCIPLE

Take the hassle out of decision making

5

Nello

Service Features FEATURES

5

Nello determines the route and trip timing based on traffic and train times

FEATURES

6

Value proposition highlights the ability to skip the parking struggle

MAKE OR BREAK

Amplify reliability with integration

Make visible the cost of driving

DESIGN PRINCIPLE

Take the hassle out of decision making

5

Give me the freedom and control my car gives me

Nello

Service Features FEATURES

7

Price of service is compared to the cost of monthly parking

8

Value proposition explains how drivers are compensated

MAKE OR BREAK

Make visible the cost of driving

7

8

Build trust with transparency

Nello

Service Features FEATURES

7

Price of service is compared to the cost of monthly parking

9

10 8

Value proposition explains how drivers are compensated

MAKE OR BREAK

Make visible the cost of driving FEATURES 7

Build trust with transparency 9

Users can see how much money they’re saving by carpooling

8 MAKE OR BREAK

Make visible the cost of driving

Nello

Service Features

10

FEATURES

10

Riders are provided with a guaranteed ride home if they can’t secure a carpool in the evening.

MAKE OR BREAK

Amplify reliability with integration DESIGN PRINCIPLE

Allow me to plan transit around my life

Spark Spark is a reliable shuttle service that gets you to and from the GO station for less than the cost of monthly parking.

OPPORTUNITY AREA Alternative First/Last Mile Options

Spark

Service Features

Front

Spark

Service Features FEATURES

1

Service is priced lower than the cost of monthly parking

MAKE OR BREAK

Make visible the cost of driving DESIGN PRINCIPLE 1 1

Give me the freedom and control my car gives me

Spark

Service Features FEATURES 2

2

Users are asked to input their data to crowdsource routes, building awareness and buy-in MAKE OR BREAK

Build trust with transparency DESIGN PRINCIPLE

Allow me to plan transit around my life

Spark

Service Features FEATURES 2

2

Users are asked to input their data to crowdsource routes, building awareness and buy-in

3

Spark employs Presto, a recognized and trusted brand

MAKE OR BREAK

3

Build trust with transparency DESIGN PRINCIPLE

Allow me to plan transit around my life

Build trust with transparency

Spark

Service Features FEATURES 2

2

Users are asked to input their data to crowdsource routes, building awareness and buy-in

3

Spark employs Presto, a recognized and trusted brand

MAKE OR BREAK

3

Build trust with transparency

4

FEATURES

Build trust with transparency 4

Value proposition highlights that Spark costs less than monthly parking MAKE OR BREAK

Make visible the cost of driving DESIGN PRINCIPLE

Give me the freedom and control my car gives me

Spark

Service Features FEATURES

5

Spark routes are timed to meet GO train arrival and departure times MAKE OR BREAK

Amplify reliability with integration DESIGN PRINCIPLE

5

Allow me to plan transit around my life

Spark

Service Features FEATURES

5

Spark routes are timed to meet GO train arrival and departure times.

6

In the evening, Spark shuttles wait for delayed GO trains

MAKE OR BREAK

Amplify reliability with integration

Amplify reliability with integration

DESIGN PRINCIPLE

5 6

Allow me to plan transit around my life

Allow me to plan transit around my life

Spark

Service Features FEATURES

5

Spark routes are timed to meet GO train arrival and departure times

6

In the evening, Spark shuttles wait for delayed GO trains

MAKE OR BREAK

Amplify reliability with integration

FEATURES 5 6 7

Amplify reliability with integration

7

Spark users receive a refund if they miss their GO train as a result of a Spark delay MAKE OR BREAK

Amplify reliability with integration

User Feedback We tested our service concepts at GO stations with commuters and in oneon-one sessions in our offices

User Feedback

What Worked Well “It’s interesting seeing all the options in one place. I would never have considered biking to the station before but I’m thinking about it now.”

“Skipp would help me find the best route between union and my office when my GO train is running behind schedule. I am constantly struggling trying to find the best option.”

User Feedback

What Worked Well “It’s interesting seeing all the options in one place. I would never have considered biking to the station before but I’m thinking about it now.”

“I wish this was running right now; I switched to walking to the GO station because parking was so bad, but I don’t have a plan for the winter.”

“Skipp would help me find the best route between union and my office when my GO train is running behind schedule. I am constantly struggling trying to find the best option.”

78%

or 21 of 27 of commuters said they would sign up

User Feedback

What Worked Well “It’s interesting seeing all the options in one place. I would never have considered biking to the station before but I’m thinking about it now.”

“I wish this was running right now; I switched to walking to the GO station because parking was so bad, but I don’t have a plan for the winter.”

“The thing that resonates with me about Spark is that I’m able to skip parking. I hate parking and if I’m able to avoid it I don’t mind if the trip takes a few more minutes.”

“Skipp would help me find the best route between union and my office when my GO train is running behind schedule. I am constantly struggling trying to find the best option.”

78%

or 21 of 27 of commuters said they would sign up

82%

or 51 of 60 commuters said they would sign up

User Feedback

What Worked Less Well

Front

User Feedback

What Worked Less Well When we tested this service: The value proposition and key features weren’t resonant with commuters from Vaughan who took the GO train.

What didn’t work: ! !

Cost – luxury is not resonant for downtown commuters from Vaughan WiFi – commuters described WiFi as non-essential on their short trips to the GO station

What might work: !

This service concept might be relevant to large employers

ACTIVITY

Activity

Roadmap

Activity

Roadmap

1 What elements of our service concepts are the most compelling to test in a pilot?

Activity

Roadmap

2 What might an ideal pilot of these service concepts look like?

Activity

Roadmap

3 Who will need to coordinate to make this happen?

Activity

Roadmap

4 How might these pilot services provide backup to existing services?

Activity

Roadmap

5 How might these services be integrated into the existing ecosystem?

MaRS

Looking Forward