Mindset segmentation
As a product company, we build user-centric products. The apps based on our platform not only orient on the market developments but on users’ needs and demands. Consequently, all decisions when developing a new product feature or improving an existing one need to be based on user needs and insights or validated through user feedback. The segmentation of mindsets allows us to build clusters in the context of Everyday Mobility.
The mindset segmentation model is based originally on the marketing mindset approach introduced by Kellie Cummings. The model recognizes the complexity of human needs and behavior. The mobility mindsets we work with are very similar to the original understanding of the mindset segmentation. They relate to the demands and needs people have in regards to mobility and they are always a consequence of the destinations and context people are in.
Mobility mindsets
What our mobility mindsets are might become clearer when talking about where we come from. We have not always applied the mindset approach. Before, we worked with a more classic persona model. Personas are traditionally bound to demographic and psychographic characteristics. Furthermore, personas are static. However, we learned that a person’s mobility behavior is not the same every day, but varies depending on the situation and context.
We usually use an example to show how the persona and the mindsets approach differ:
In the persona approach, a consultant and a student would be two different personas. Whereas the focus of the first persona, the consultant, lies on the ability to take multiple modes of transportation due to a higher acquisition power, a student would probably rather stay with the less expensive options. If you draw conclusions for Everyday Mobility usage in this approach, you end up having multiple singular use cases, making it more difficult for product development.
When creating apps that can be used for all use cases of Everyday Mobility and accompany users throughout their day, you need to find a common ground where the goals and needs of a consultant and a student meet. And this is how mindsets work. We focus on the situation and context of the journey as well as the user's inner state which can also determine the needs towards mobility. A student still might have to be on time for a class, while this is also true for the consultant who has to get to a business meeting. Therefore, in both cases, the core needs for mobility are similar. Knowing this, our tech and product teams can focus on the development or improvement of product features to meet this mindset and thus both the consultant’s but also the student’s needs (read more).
How to work with mobility mindsets
At Mobimeo, we currently work with four mindsets for Everyday Mobility which were a result of a qualitative study we conducted last year. The study contained in-depth interviews as well as group discussions. The analysis of the qualitative study led to different clusters which emerged in the mobility mindsets.
The goal of the research project was threefold: We wanted to even better understand our current user base and maybe also get to know potential new user groups. Furthermore, we wanted to build a basis for strategic and data based product decisions. And lastly, we wanted to standardize the internal understanding regarding our users’ needs.
Mobility mindsets help us in making informed decisions in product development. They can help find a suitable solution for strategic product but also design decisions.
The mindsets model opens up a completely different perspective and gives room for new and innovative ideas. Consequently, their flexibility makes mobility mindsets the perfect approach for developing Everyday Mobility apps.
Mindsets can change throughout the day and even during a trip. They are as flexible as our users and consequently as our apps have to be when providing people the access to sustainable mobility they need - everyday.
