Case Study
Reducing motorized individual transport in suburban and rural areas
Using the design thinking method, a digital service was developed and tested that could help reduce private motorized transport in suburban, peri-urban and rural regions. The innovative ride-sharing app combines shared rides with modern elements of social matching as found in dating apps. The app idea addresses the problems of residents by providing a broader range of services, since they rely on their own cars because of the lack of adequate and flexible public transport.
Software
Figma
Adobe CC
GoodNotes
Miro
Problem statement
Residents in rural areas are heavily reliant on their own vehicles
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Public transport services are neither sufficient nor flexible enough.
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There is a high level of motorized individual traffic with low occupancy rates.
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Significant environmental impact due to heavy traffic, as well as congestion and a lack of parking spaces.
Goals
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Increase vehicle occupancy rates.
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Reduce COâ‚‚ emissions in the transport sector.
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Ensure that residents in rural areas no longer have to rely on their own cars.
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Reduce traffic, congestion, and the need for parking.
Through qualitative interviews, the target groups and their needs and desires were better understood and defined.
Solution space
Several solutions were developed to reduce low-occupancy private trips and decrease environmental impact. These include peer-to-peer carsharing, modern hitchhiking apps, ride-sharing apps, and hitchhiker benches, all designed to promote carpooling, optimize vehicle usage, and encourage sustainable mobility. Each concept offers unique advantages and challenges regarding flexibility, planning, and feasibility.
Unique Selling Points
As part of the solution development, four unique selling propositions (USPs) were identified for an innovative ridesharing app. The app combines planned and spontaneous rides, integrates additional transportation options such as delivery services and taxis, and offers a flexible, multi-purpose mobility concept tailored to rural areas. Unlike traditional models, it focuses on existing trips, social matching criteria, and reducing low-occupancy rides to promote sustainable and socially connected mobility.
1.
Offer/book rides on a regular or short-term basis
3.
Gamification elements to motivate users to leave their cars at home
2.
Rides from private individuals, taxis, on-demand buses, delivery services, and public transport
4.
Personal and trustworthy
matching of people
Exploring the structure and interaction flow by creating and testing wireframes.
In this step, I created wireframes to define the structure and map out the interaction flow of the app. By testing these wireframes, I validate navigation paths and ensure the design aligns with user needs before moving forward.
The design combines approachability and modernity through the color scheme of purple and orange. The playful typography enhances the innovative and contemporary appeal of the app.
