How might micromobility serve communities with the highest barriers to transportation?

Spin, a leading eScooter operator, approached Gehl Studio and D-Ford (Ford Motor's innovation lab), to explore how to best serve marginalized communities. The team interviewed hundreds of experts, users, and stakeholders before advancing to a rigorous multidisciplinary prototyping and validation process.

project title:
Spin Accessibility Redesign
context:
Spin, a leading eScooter operator, partnered with the urban planning firm Gehl Studio and D-Ford to design low-income accessibility into the future of transportation. Lassor joined Gehl to help facilitate design research, rapid prototyping, and user interaction design.
skills:
Branding
Design Research
Rapid Prototyping
Presentation
infographics
User Research:
Lassor interviewed hundreds of experts, users, and stakeholders to inform prototypes that suggest how micromobility might have a more equitable impact. Gehl learned that many of the most common micromobility transportation use-cases, like shopping and commuting, were inaccessible to low-income users. Through a rigorous research, prototyping, and validation process, Gehl created a roadmap to dissolve those barriers.
Gehl prototyped a new marketing approach which demonstrated real world use-cases across all touchpoints.
Who is micromobility for? It depends on who you ask.

Like many eScooter operators, Spin offers reduced fares to low-income riders as part of an equity outreach initiative. While these programs are well intentioned, Spin wanted their offering to set a new standard for transit accessibility, so they approched Gehl Studio to help them go the extra mile and design accessibility into every aspect of their operations.

Lassor was hired by Gehl Studio for a months long design research and prototyping sprint. Gehl led a team of talented practitioners from IDEO and D-Ford (Ford Motor's internal innovation lab). The team interviewed experts in urban transit working in business operations, academia, and government. In addition, they interviewed and observed hundreds of Spin users & other stakeholders before entering a synthesis, prototyping, and validation phase.

Gehl presented its findings in several interactive client workshops, which included designers, engineers, executives, and operations team members. Prototypes included innovations in pricing, deployment, marketing, hardware, UI/UX, and more. The goal was to provide Spin with a roadmap that would suggest how accessibility could be the foundation of future product development and business decisions.

Throughout the process, we were inspired by the principle of 'Universal Design', or the idea that by accomidating the disadvantaged, designers can create products that are more desirable for everyone. Spin is now in the process of developing several of the proposed product features in their future product offerings.

Addressing Transit Barriers with Technology & Design

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