Design Test by

Vishwanath B H
September 8, 2020

Problem Statement
We need you to come up with a creative solution to solve the last mile mobility issues. This could be for any touchpoints
(mobile app, kiosk, etc.) or continuation of a navigation. You can present your idea for the same and illustrate it through a
few key screens. Your design solution might take into consideration the following:

• Findability of vehicles
• Connectivity
• Access
• Ecosystem integration
• Payment
• Customer Support

Feel free to explore and come up with fresh, innovative, fun

solutions.
 Approach
Research and Competitive Analysis to understand the stories of people, problems, frustrations, work arounds, mental models.
Scenarios | Story board | Pain points | Opportunities | Tasks | User Journey
Ideation and Concepts based on pain points, opportunities, business and technlogy
User flow and Wireframes
Visuals

Research
Story Board
Conceptual Model - Somya’s work commute with current transport model: Vijaynagar to ITPL

Yulu Metro Yulu

PRE POST PRE POST PRE POST

Home Office

Finds a rental Drops bike Lookup for metro Searches for bike Finds a rental Drops bike near
bike near her time and zone bike near metro office
house schedule

Scans and pay Buys ticket Scans and pay

or pre-paid

Mental Model - Somya’s work commute with an Ideal transport model: Vijaynagar to ITPL

Home Office

Competitive Analysis - Yulu

Yulu has solved most of the pain points except for the aspects of Connectivity, Eco system Integration and Payment - Mobility as a service
(MAAS). I’m going to solve problems that yulu hasn’t already solved, these problem are empathised/derived from the research/story board/
user journey. Here is a link to case study on yulu.

Link - https://www.mantralabsglobal.com/wp-content/uploads/2019/10/Yulu-Bike-Fleet-Management-System-Mantra-Labs-Case-Study.pdf
 Pain points and opportunities
Here are the pain points I’m solving that are not solved by Yulu. The pain points arise as a result of mismatch between current transport
conceptual model and Somya’s ideal mental model

1. Planning for the best use of micromobility for last/first mile - Finding the best transport combination for journey A to B
Somya has to find the transport modes, transit points, and book them as she moves through transit. The best use of last mile micro mobility
is in knowing when to use it, even better is planning and bookig the need ahead of journey as a part of full mile.

2. The disconnection ofthe cost of micromobility with respect to the main mobility of full journey - Paying and managing the wallets of
different modes seperately
When last/first mile are disconnected from the main mobility in terms of pay the user finds it hard to context switch and handle these
payments seperately.

3. Discovering the last mile micromobility - Aid the paradigm shift

Last mile micromobility is a modern service and people are not used to the looking for one, or not knowing where it best fitls in their journey.

Here is the conceptual model that maps closely with the mental mental model

Somya’s work commute with first/last mile as a part of full mile: Vijaynagar to ITPL

Yulu Metro Yulu

Change
Home Office
Concepts “ Last mile is a part of the full mile “

The need for last mile - A.1 to B - comes from the need for the users’ full mile - to reach from point A to B. In an ideal world the user desires a full mile without any breaks, and our
solution is to simulate the ideal world as much as possible.
Based on the story board it is evident that the Mental Model of the user and the conceptual model of transport solution today have massive mis match and most of the pain
points arise from the same problem.
Public transport is the way to go to reduce traffic and pollution, e-bikes and pedal bikes completeing the last mile of journey started by a public transport solves the pollution and
energy problem exponentially.

Findability of vehicles or the discovery of micro mobility

WHY WHY NOT

Geo-fence Free floating
Smart bikes and geo-fencing (dockless) bike share Docking station models
Smart bikes enable the means to locate, pick, drop and pay for the bike Bikes are placed in clusters of 5-20 fixed to docking
via an app and the bike rather than the dock. Often using geo-fencing stations framework by various forms of attachment.
with no hard infrastructure. Docks are placed in key locations around the town/
city . The dock may include a terminal to release the
Virtual geo-fencing is a valuable tool to reduce the risk of street clutter bike or the technology may also be located on the
and obstructions. The system won’t allow for bike hires to be ended bikes. The bikes can be returned to any dock to end the
outside of the virtual fence or alternatively, a geo-fence can be used to hire.
prevent parking in a no-go busy area. Using geo-fenced areas may
The need for a docking station to host the technology
also help to ensure locating a bike is predictable and reliable. In
and park each bike is less common in new schemes
addition, an area-wide geo-fence is employed around a whole city or
now as there is a move to create “infrastructure light”
borough to restrict the bikes being taken to another area. solutions.
WHY
Free-floating bike share (dockless bike share with no geo-fence)
Free-floating systems deploy smart bikes but allow the bikes to be
dropped off at any location within a city or town’s boundaries. A set of
guidelines are provided on how to safely park a bike without causing
obstructions.

Connectivity
Railway, Metro, Bust stations, College campus, Work place/IT Park, Malls, Market area

Access
Dockless geo - fences and free floating bikes visible on app. vehicle is unlocked via phone app.

Ecosystem integration - Differentiator

Last mile is a part of users full mile there for the affordance of last mile should be integrated with rest of journey, this makes the transport seamless for the user and
also makes last mile achieve it’s goal. The system should be able to ask the user destination and offer last mile service in conjunction with rest of service
appropriately.

Payment (MAAS - Mobility as a service) - Differentiator

User should be able to pay for their jorney from A to B, the fact that this journey involves different modes is the service provider’s problem, having the user stop and
find transport type and pay for it every time a transit is done is a big hassle considering time, crowd, mental load. An ideal world give the user an experience of A to B
without break.

Customer Support
In app chat bot and info. section can solve small problems relating to pay, refund, lock, unlock, battery, fuel, damages, pick up , drop locations. An in person call can
help complicated problems.

Fleet Management

Battery charging
WHY WHY NOT

E-bike with battery swapping so that the team can replace battery E-bike with built in battery charged via on-street infrastructure are not
as needed. infrastructure light
E-bike with user owned battery puts the bayttery risk and management
on user
Touchpoint
Considering the Journey, pain points, concepts, technology and platforms involved let’s solve it through a Mobile app.

Information Architecture

Home

Destination Search Last mile Customer care Payment/Wallet

Itinerary List Last Mile Details

Itinerary Details Booking Details

Booking Details
Journey one - Destination Search

Screen 5,6 are a highlight of current mode of transport, first mile in the case above, similar
highlight state exist for other modes too.

Journey one - Just quick last mile

Other screens

Other screens of payment and intermeditate state screens exist, they have not been shown as they are not specifically
solving any pain point and exist today in a standard format. The payment - MAAS - is used to pay for the whole itinerary.
It can be taken from existing wallet or pre paid for an itinerary.

The screens above are used to demo and address the three pain points.