strategy | human centered design | innovation
Driving safely with digital data & innovative business models
Improving drivers' commuting experience for a mobility innovation lab client
Spoiler Alert: lauded as "most innovative idea"
GOAL
Develop a digital innovation product to enhance the commuting experience
How Might We: bring joy and freedom of mobility to a stress free commuting experience?
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Area of focus: Safety
APPROACH
User empathy >> problem framing
Our team first conducted secondary research to better understand the context of the situation and both current and potential challenges in the space.
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We then developed empathy with the users by gathering qualitative information from over 20 user interviews spanning a variety of demographic ranges (age, income, commute mode, family/single, geography, etc.).
SOLUTION
Insights >> ideation
Based on our quantitative and qualitative research, our team generated insights around the how might we statement and both individually and collectively brainstormed ideas and inspiration for solutions.
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Our divergent ideas generated several creative solutions, of which we focused on two "Big Ideas" before homing in on one we felt the strongest about.
BUSINESS MODEL
Desirability, feasibility, viability analysis
With our "Big Idea," the team built a simple wireframe and user's story on how the solution would work, and couched it within a final presentation to the client showing the solution's human-centered desirability, business viability, and technological feasibility.
RESULT
Feedback >> iteration
The client was impressed with the idea's originality and potential for exponential improvements in customer experience & safety
based on client and user feedback on the idea, our team refined the product roadmap and future iteration ideas.
LESSONS LEARNED
Key takeaways
With the horrors of commuting being a subject very close to home for our team, it was important for us to focus on listening to and empathizing with the users first and foremost.
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This can be difficult at times, but enabled us to discover a more creative solution that specifically addressed needs while capitalizing on user's moments of joy.
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As with any innovative solution, it was also challenging to remain considerate of the current and near future technological advancements related to our solution, as well as ensuring the business viability aspects.
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Red Team (left to right): me, Brian Vogt, Kinsey Hart, Raphael Rangel, Alex Zimmerman
