InMotion Jaguar Land Rover
User Researcher, Service Designer,
Jan - Mar 2018
Develop Mobility as a Service for urban millennial
professionals who are not likely to own a car
TARGET END USERS
18 to 34 millennial professionals in London
who are unlikely to consider owning a car
either Jaguar Land Rover or other vehicles.
Develop a service concept that InMotion can
utilise and add value to their existing platform
called Liquid, which is a high-end car rental service that delivers and picks up cars directly to customers.
INSIGHTS FROM PRIMARY RESEARCH
1. The context in which they need a car
They preferred to use public transport in general due to issues such as parking and traffic congestion. They were using cars when they needed them in specific situations such as going to a festival outside London or caring for international clients.
2. Social needs around using cars
We discovered that young professionals were using cars as a tool for making their relationship stronger and spend time with people they value in both business and personal contexts.
3. Need flexibility based on variations of their priorities
Following the work-life blended lifestyle, their mobility usage has also been blended.
They need a flexible and customised solution that they can tailor to their various situations.
FROM INSIGHTS TO PROPOSITION
A service that helps young professionals to build up their relationships and transform their car journeys into meaningful time to socialise
Grouping - Creating groups with people that users want to share rides.
Customise - Planning journeys that easily suit their needs.
On-demand - Directly delivered to and picked up from them whenever it is convenient.
THE SOLUTION: WEEVE
WHAT IS WEEVE
Weeve is a platform that professionals can create customised groups and use carpooling service with people in the groups. Watch the video below to see how it works.
(Turn on the volume to listen)
Create a group
Join other groups
Book a car
Manage your journeys