“From a product analytics perspective: How can users benefit from MaaS, Marcelo?”

December 7, 2021
3 min
Die Corona-Pandemie hat sich auf fast alle Bereiche des öffentlichen und privaten Lebens ausgewirkt. Auch mit Blick auf die Mobilität hat die Krise für noch nie da gewesene Verhältnisse gesorgt und Entwicklungen beschleunigt, die sich sonst wahrscheinlich erst in einigen Jahren realisiert hätten. Mobility-as-a-Service (MaaS) kann eine Lösung für Mobilitätsanbieter sein, um mit den Folgen der Pandemie umzugehen.
Mobility-as-a-Service (MaaS) is a catchword that comes in different flavours - depending on who uses it. Offering a MaaS platform, MaaS is part of our DNA at Mobimeo. That’s why we would like to sequence it to show what it means to us. In the course of several interviews, we ask in-house experts about their specific perspective on MaaS. And since users are at the core of our MaaS platform, today Marcelo, (interim) Research & Analytics Lead, gives insights into the impact MaaS can have on people’s mobility behaviour and the broad range of advantages MaaS has in store for users.

Can MaaS change people’s mobility behaviour?

Absolute­ly. Chang­ing behav­iours is hard, but it’s pos­si­ble. While behav­iour­al change can be dri­ven by intrin­sic fac­tors, such as moti­va­tion and capa­bil­i­ty, it can also be influ­enced by exter­nal fac­tors like oppor­tu­ni­ty. And that’s where MaaS comes into play: many of us want to live in a green­er world, where air qual­i­ty and glob­al warm­ing are no longer a con­cern. To make this a real­i­ty, we need easy access to alter­na­tive modes of trans­porta­tion and rel­e­vant infor­ma­tion about which alter­na­tives are avail­able at any giv­en moment. The low­er we set the bar­ri­ers to uti­liz­ing those alter­na­tives, the more like­ly it is that res­i­dents of urban areas can sat­is­fy their mobil­i­ty needs using alter­na­tive modes of trans­porta­tion, thus con­tribut­ing to the attain­ment of sus­tain­abil­i­ty goals.


What are the key learnings we acquired concerning MaaS from our user research?

Our research at Mobimeo shows that users of urban mobil­i­ty have very com­plex deci­sion cri­te­ria when it comes to choos­ing their favourite trans­porta­tion mode. Some of the fac­tors that influ­ence deci­sion-mak­ing are con­trol, effi­cien­cy, reli­a­bil­i­ty, com­fort, safe­ty and flexibility.


What are the overarching benefits MaaS brings to users?

A suc­cess­ful MaaS plat­form will enable users to eval­u­ate their alter­na­tives with the rel­e­vant infor­ma­tion they need to make a choice. More­over, through the inte­gra­tion with mobil­i­ty ser­vice providers and tech­no­log­i­cal part­ners like pay­ment ser­vices, the ben­e­fit goes beyond just being cor­rect­ly informed, but also mak­ing sure that trips can be booked effort­less­ly and nav­i­gat­ed with peace of mind.


Can MaaS also enable users to achieve their personal sustainability goals?

I cer­tain­ly think so, yes. At least for the mobil­i­ty sec­tor, MaaS can play a big role in users achiev­ing their per­son­al sus­tain­abil­i­ty goals. MaaS enables users to switch to green­er modes of trans­porta­tion, keep­ing for exam­ple their car­bon foot­print and the respec­tive land use in mind. Of course, there is room for fur­ther devel­op­ment in the future. We want to give users con­crete indi­ca­tors with­in the apps to help them make an even more informed deci­sion when it comes to choos­ing the most envi­ron­men­tal­ly friend­ly way to get from A to B. 


What special features does Mobimeo’s MaaS solution offer to users?

From the very begin­ning, Mobimeo has dou­bled down on pro­vid­ing a con­tex­tu­al expe­ri­ence with its prod­ucts. A good exam­ple of one of these fea­tures is the Live Nav­i­ga­tion, which accom­pa­nies users through unfa­mil­iar routes, telling them when to get on, when to get off, whether to change modes or per­haps con­sid­er alter­na­tive routes as dis­rup­tions hap­pen. Anoth­er exam­ple of a con­tex­tu­al expe­ri­ence is the Park + Ride fea­ture, which responds to the needs of users while they com­mute into the city, pro­vid­ing rel­e­vant infor­ma­tion not only on the fastest or most eco­nom­ic routes, but also on the prob­a­bil­i­ty of find­ing park­ing spots to pro­mote switch­ing modes — from cars to pub­lic transport. 


*Both fea­tures described above can be found in the Mobil­i­ty Stuttgart App, which we devel­oped for S‑Bahn Stuttgart. Check it out: https://mobimeo.com/en/use-case-mobility-stuttgart/


The inter­vie­wee
Marce­lo Sav­i­g­nano has been work­ing at Mobimeo as Prod­uct Ana­lyt­ics and cur­rent­ly (inter­im) Research & Ana­lyt­ics Lead for two years. He and his team are respon­si­ble for the gen­er­a­tion, aggre­ga­tion and eval­u­a­tion of data. There­by they lay the basis for Mobimeo’s user-cen­tric prod­uct design.


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