Project: Where do you need?
Challenge: Multimodal mobility services are complex and layered. How far can a single screen take you? Can a mobility subscription be as easy as the city itself?
Method: User experience innovation to simplify multimodal planning, business model development to integrate services with cities
Result: Seamless multimodal journeys
Team: Yihao Duan and Jamie Goldstein
Role: Secondary research, business model development, user experience strategy, video content creation
Duration: 14 weeks
A model that makes sense to travelers is one that aims to build up activity while providing mobility. By offering a deeply discounted subscription to riders who take transit when it makes sense (and discounting rides to the places poorly served by transit,) travelers are encouraged to go more places and cities are equipped with the data to build out effective transit services for them over time.
Lin’s journey is typical of young Millennial travelers in vibrant, dense-yet-uneven cities. Combining an interface that clearly communicates what matters about her trips and a subscription service that always gives her options and keeps her accountable to her actions, she gets around her city with whatever works.