Mobimeo’s User-Centric Approach for Product Development

May 19, 2021
4 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.
Congestion, air pollution and CO2 emissions in cities and urban areas are one of the biggest challenges we face today, especially since the number of people living in cities is constantly increasing. There is a need to change behaviour in terms of how people move from A to B, improve air quality and reduce individual carbon footprints. Mobimeo builds a Mobility-as-a-Service (MaaS) platform that connects public transport, sharing and on-demand alternatives to create easy access to all mobility options and encourage a shift towards more sustainable modes of transport. To achieve this, we consider user and market needs throughout the development process. We work across disciplines and in agile teams to constantly iterate and make improvements to provide users with an attractive and relaxed mobility experience. → This Blog-Post is the first in a series of several posts. In this article, we give you an understanding of what a user-centric approach means for Mobimeo. The following articles will demonstrate this approach along our products.
Author: Anna Filby, Digital Trainee

Anna is a Dig­i­tal Trainee at Deutsche Bahn with expe­ri­ence in new mobil­i­ty and prod­uct inno­va­tion. In her sec­ond prac­ti­cal post­ing, she worked at Mobimeo in the Com­mu­ni­ca­tion and Mar­ket­ing team. Anna is con­vinced that under­stand­ing the needs of the user offers a great oppor­tu­ni­ty to redesign the way we move in cities.

We use our knowledge of users and the market to create engagement

To ensure we build prod­ucts that are user-cen­tric and address the needs of the mar­ket, we keep one eye on the user and the oth­er on the needs of the mar­ket dur­ing our devel­op­ment process.

Our 4 principles for product development

Our goal is to uncov­er user needs and mar­ket oppor­tu­ni­ties to dri­ve Mobimeo to devel­op bet­ter, user-cen­tric prod­ucts that increase engage­ment. Our vision is to make cities green­er and mobil­i­ty eas­i­er. Based on user needs, we apply four core prin­ci­ples to do this:
1. Rad­i­cal­ly sim­ple design: Mobimeo’s design lan­guage is cre­at­ed to enable an easy-to-use inter­face by reduc­ing com­plex­i­ty for the user. There­fore, our design is the foun­da­tion for a great prod­uct experience.

2. Per­son­al­i­sa­tion: At Mobimeo, we devel­op a dig­i­tal mobil­i­ty plat­form with per­son­alised route offers and infor­ma­tion to cre­ate added val­ue for individuals.

3. Con­tex­tu­al­i­sa­tion: We give con­tex­tu­al rec­om­men­da­tions so that users can choose the best con­nec­tion to their destination.

4. One-stop shop: We pro­vide route search, deep inte­gra­tion and deep link­ing of mobil­i­ty providers as well as book­ing options in one solu­tion that makes it easy for users to choose green­er modes of transport.

We develop MaaS solutions based on users’ needs

As mobil­i­ty is chang­ing rapid­ly, new forms are emerg­ing and numer­ous apps to access these ser­vices have entered the mar­ket. In recent years, this has become increas­ing­ly con­fus­ing for the user and it is often a chal­lenge to find the most suit­able mode of trans­port for one’s sit­u­a­tion. These are just some of the prob­lems users face. At Mobimeo, we are shap­ing the future of urban mobil­i­ty by tai­lor­ing our prod­ucts to people’s needs, based on research and insights.

To devel­op MaaS appli­ca­tions, we look close­ly at our users by deploy­ing per­sonas. We know how to excite users and bring them into the MaaS world by con­tin­u­ous­ly eval­u­at­ing and con­sid­er­ing their needs, pref­er­ences, sit­u­a­tions and chal­lenges. Based on data from var­i­ous stud­ies and the ana­lyt­ics team, we con­tin­u­ous­ly enrich and evolve our per­sonas. The uptake of our prod­ucts is high as we devel­op our fea­tures for dif­fer­ent tar­get groups. Our goal is to make dai­ly mobil­i­ty as easy as possible.

Mobimeo’s product development process

Our prod­uct devel­op­ment process fol­lows a struc­tured design approach that is divid­ed into sev­er­al phas­es. To ensure that the user is at the cen­ter of this process, we have a strong team that con­stant­ly shares insights to have the best prod­uct ver­sion avail­able and cre­ate excep­tion­al experiences.

01 Dis­cov­er
In the dis­cov­ery phase, we uncov­er user needs, explore oppor­tu­ni­ty spaces and inno­va­tion. We con­duct research to joint­ly define the tar­get user and our val­ue proposition.

02 Define
We define our focus, design and val­i­date con­cepts and our hypothe­ses about needs and solu­tions to nar­row down ideas.

03 Devel­op
We ideate and test our con­cepts to val­i­date user experience.

04 Deliv­er
We embed qual­i­ty assur­ance prac­tices deep into the devel­op­ment cycle and reg­u­lar­ly test our apps in var­i­ous test sce­nar­ios to increase qual­i­ty in our process­es and prod­ucts. Just before we launch our prod­uct or new fea­tures, we con­duct usabil­i­ty test­ings (method of eval­u­at­ing prod­ucts with users) and beta tests to close­ly track how our prod­ucts are used.

05 Evolve
After we launch, we are not done. We con­tin­u­ous­ly mon­i­tor the apps to val­i­date hypothe­ses and explore new pos­si­bil­i­ties for prod­uct improve­ments. Ongo­ing eval­u­a­tions, fol­low-up inter­views and analy­ses enable us to improve and expand our prod­uct. For exam­ple, we analyse how users inter­act with our prod­uct. We col­lect user feed­back that we pass on to the oth­er teams in the devel­op­ment process.

Data driven decisions

To under­stand the user from the begin­ning, Mobimeo’s UX Research team applies var­i­ous meth­ods, from ethno­graph­ic stud­ies, user jour­ney analy­sis and per­sonas, usabil­i­ty test­ing to mar­ket analy­sis and fea­ture pri­ori­ti­sa­tion. The Prod­uct and Qual­i­ty Assur­ance team con­tin­u­ous­ly iter­ates on prod­ucts and embeds qual­i­ty assur­ance prac­tices deep into the devel­op­ment cycle. At Mobimeo, we reg­u­lar­ly test our apps in var­i­ous sce­nar­ios. We also do field trips to eval­u­ate new fea­tures. There­fore, we involve mul­ti­ple Mobimeos from oth­er teams as well as users to make our tests as accu­rate as pos­si­ble. The Prod­uct Ana­lyt­ics team mea­sures at the same time the suc­cess of the prod­uct and eval­u­ates which expe­ri­ences are most like­ly to appeal to users to make them use the apps for a long time and increase the reach. Last but not least, the design team trans­lates the prod­uct vision into visu­als and tests the app inter­face for user expe­ri­ence and intu­itive user guid­ance. These agile teams work cross-func­tion­al­ly in iter­a­tions, which allows Mobimeo to be very flex­i­ble and respond quick­ly to user requests.

Benefits of Mobimeo’s user-centric approach for mobility providers and of course their users!

There are many chal­lenges regard­ing mobil­i­ty and encour­ag­ing a shift to more sus­tain­able modes of trans­port. By putting the user at the cen­ter of our devel­op­ment process­es, we build tai­lored MaaS solu­tions and expe­ri­ences that peo­ple will not eas­i­ly part with!

The key ben­e­fits from our approach for pub­lic trans­port oper­a­tors, trans­port asso­ci­a­tions and oth­er mobil­i­ty providers can be sum­marised as follows:
1. User knowl­edge
Gain insights about users, their needs and mobil­i­ty behaviour

2. Reach a broad user base
Devel­op dig­i­tal prod­ucts for dif­fer­ent tar­get groups to take var­i­ous users needs into account 

3. Inno­v­a­tive user-cen­tric features
Include user voice right from the start to ensure a human-cen­tered design

4. Always have the newest version
Ongo­ing devel­op­ment, con­tin­u­ous iter­a­tions and new releas­es through agile processes

The results are
High user loy­al­ty: Improv­ing the dig­i­tal chan­nel to build cus­tomer loy­al­ty with your business

Strong user engage­ment: Increase month­ly active users and tick­et sales by know­ing your users

Pro­mot­ing sus­tain­able mobil­i­ty behav­iour: Encour­age users to switch towards more sus­tain­able modes of trans­port, e.g. pub­lic trans­port or green­er modes

Out­look: In the next blog post, we will show how this user-cen­tric approach is incor­po­rat­ed into our prod­uct devel­op­ment with con­crete examples.

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