Shared mobility UX research


Project 1. Service analysis

Service: OFO - bike sharing Research methods: Safari, observation, desk research Deliverables: System map, stakeholders map, customer journey map Step 1. Safari When trying myself I met a critical issue quite early - my card wasn’t accepted by the service. To analyze the next steps I’ve used observation as a method. During the observation, we collected all the critical problems and gathered material for further analysis.


Step 2. Analysing Based on the observations we created customer journey map, highlighting all the critical problems and writing down the opportunities for improvement. We identified the main steps in user experience, made a service blueprint map, identified stakeholders, touchpoints and facilities.

2. Digital ethnography

Service: BlaBlaCar Italy Research methods: Digital ethnography Deliverables: Analysed and highlighted comments table, Personas Step 1. User research We focused mainly on user activity in the Facebook group because BlaBlaCar has a big community there. The comments for a year period were extracted to the table and then analyzed. We highlighted the main problems, frequent cases, and motivations, identified the key points, user types, and their needs.


Step 2. User identification

We identified our users and divided them on 4 groups: 2 for drivers and 2 for passengers. We covered novice users, occasional and constant users, introverts, and extroverts.



3. Service concept generation


Step 1. Brainstorm

We concentrated on the social value and brainstormed different ideas about how we can improve the transportation experience.

Goal: Help people build useful and enjoyable contact in their everyday commute

Service description: An app in which a commuter can find a trip companion. The service is based on a filter by preferences, activity, or profession. E.g, I can discuss the latest design news with other designers who share my route.


Step 2. Research


Methods: Desk research, direct observation, benchmarking, competitors analysis Analyzed services: Meetup, Nextdoor, Nearby, Travello, Serentrip, Tourbar


In our research, we identified transportation problems that we want to focus on: crowded places, the loneliness of people, waste of time. In the benchmarking, we analyzed the trend of social engagement, discovered different ways that services take to engage users in the community.

Step 3. Communicating the idea

After defining our idea we documented it. We worked on the system details, stakeholders' relationship, analyzed data flow, discussed how can we use it, and how to control it.