Erik van Bergen

The successful implementation of a design solution is impacted by the client’s organization, core values, business situation and capabilities. DriveNow’s associated brands were investigated to ensure decision criteria would be effectively addressed. 

Because the service operates in a mature mobility market, the team investigated both cultural and infrastructure context that would impact the viability of a disruptive solution. Both the use of public transportation and enthusiasm for cycling are integrated with the Dutch culture and presented a significant competitive threat with low associated costs.

Interviews, generative sessions, day in the life diaries, personas and other methodologies were used to uncover insights into user emotions and needs associated with mobility.

Storyboards, mood boards and other methods were used to help summarize key features and convey user experiences as concepts were being formulated.

To provide a superior journey planning tool, the concept of an intermodal planning App was conceived. With the goal of satisfying users' mobility needs, the App offers a variety of travel options to tailor time, costs and comfort to personal preferences. Using a DriveNow vehicle is just one of several options, including public transportation, integrated to enable the most efficient travel.

A significant service differentiator, the concept of integrated ridesharing allows users to easily and securely split costs associated with friends or other service members as multiple passengers can "check in" for the ride. This is also enabled while en route to a destination, offering the option to pick up a passenger to cut expenses. This not only helps reduce customer cost burden but limits the number of vehicles required to operate the service. 

To help build brand awareness and create a seamless experience during in-person signup, the concept of DriveNow Experience Centers was developed. These physical touchpoints are premium storefronts in major urban centers or mobile pop-up shops set up during market day in smaller towns.

Journey maps and process flows were tools used to convey the customer experience while using the proposed mobility services. Challenges and opportunities were highlighted, including those related to the interplay between the various service providers.

Design ideas were coupled with business models and implementation strategy. As a concise means of communication, infographics were used to convey the service rollout and resource requirements, supplementing in-depth written documentation.

Integrated mobility services — DriveNow is a premium mobility enabling service, not just car sharing provider 

Journey focus — offer user convenience, enjoyable experiences, enhanced information en route to destination 

Shared experiences — social platform that promotes gatherings 

Referral incentives — Dropbox-style sign up rewards 

Premium brand feel — consistency across touchpoints 

Cost sharing — integrated ridesharing network with multiple
rider check in is a differentiator from competitors