Mobility

Enabling users to run diagnostics on their mobility choices
and guide them to change their budget and environmental footprint

The challenge

Users are not aware of the budget and environmental footprint of their mobility choices, and don’t have the tools to understand and make changes given their constraints.

First, we unearthed how users choose their modes of transportation

We worked with BVA Group to conduct a 5 country qualitative research to outline what impacts users’ mobility choices. When, why and how are transportation modes selected, and which levers can be used to help users change their mobility ecosystem.

Then, we prototyped and tested an idea

We co-created and tested a mobile app concept in one week. Our strategy was based on research findings and business objectives. We diverged on multiple solutions, prototyped the best one and conducted user testing to collect feedback and improvements possibilities.

And we placed the concept in a daily banking environment

We iterated on the service based on user feedback and placed the concept in a daily banking mobile app, using the bank’s assets and product features.

The team

Organisation

BNP Paribas PACE (Paris), Arval, BVA Qualitative Factory

My role

Qualitative research (scope, recruitment, interviews, analysis), design sprint facilitation, user testing, UX & UI design

Team members

Innovation Managers, UX & UI Designers

Mobilité 2.jpg

Mobilité 1.jpg

Process

User research

60 semi-directive interviews across 5 countries. I conducted interviews in France and participated in the analysis with BVA.

Cognitive map

Cognitive map detailing the decision making process for users regarding their mobility choices.

Design sprint

1 week to co-create and test an idea with the business, gather feedback from users and define next steps with stakeholders.

Design iteration

Improving on the prototype based on user feedback and placing it in a daily banking mobile environment.

Project output
#deliverables

research 2.png

User needs, pain points, personas

Cognitive map

2 screens.png

2 mobile app concept prototypes

Designed solution

User goals

Understand the impact of mobility
choices on household budget
and environmental footprint
to adopt new mobility solutions.

Product goals

Raise awareness and enable transition
to new mobility choices based on
budget and environmental footprint.

Business goals

Enter the MaaS (mobility as a service)
market and push the bank’s
products and services.

Project outcome
#impact

User research evangelized

Several business units acknowledged and understood the value of user research at the start of a project, and chose to expand the scope of work.

Design principles implemented

The double diamond approach and the iterative mindset were adopted by the business unit in their approach to projects.

Value proposition embodied

The refined value proposition was embodied, tested and implemented in a daily banking environment, and used for promotion in other markets.

User needs and business goals converged

Users’ mobility needs and the business objective of utilizing internal assets coincided in the solution.

Economic and operational model outlined

The business unit was able to build an economic and operational model, including roles and responsibilities for the bank and its potential partners.

Business opportunity identified for several markets

Based on research findings, concept solution, economic and operational model, the bank identified the business opportunity.

BGL - Letzmove