More traffic and trash. Poor policy and profits. Micromobility was once the future of commuting. What happened? And, what can brands do about it?
Brands must deliver on their promise.
I think business got in the way of customer experience. Making money through volume and tech speed was priority number one. More important than user needs and stakeholder cooperation. Even more than product quality. The result: the sector is failing users, cities, and investors equally.
It doesn’t have to be this way. We just need to design better customer experiences! Informed by user insights and cross-industry transparency, they’ll be durable, integrated, and convenient. And with them, brands can make a positive impact on how we get around. (Again.)
The average rideshare scooter lasts JUST one to five months. This is where you innovate and differentiate. With long-lasting materials, platforms, and interfaces that handle hard-core use, and also sharpen your core values.
Micromobility is one part of a landscape of mobility that includes personal vehicles, public transport, and other future mobility. Blending seamlessly into a city’s mobility mix is essential. Nailing this requires transparency between local governments and the sector, which must be open to collaboration and information-sharing.
The cornerstones of micromobility are affordability and ease-of-use. Not just for customers, but also the producers and the cities providing the service. It’ll take clever service design and thoughtful compromise to improve quality without drastic cost increase. One solution is a “mobility ID”. It allows customers to use all commuting services regardless of the brand. Taking this one step further, the ID would reward people for every metre walked with “points”. These points would go toward the mobility services that customers could use when necessary. This is particularly relevant nowadays, when people are thinking twice about using shared mobility services.
This is just one concept. Service design for high-quality convenience takes many forms.
Micromobility made us believe that commuting could be better.
We humans tend to shuffle along with what is familiar. In a car-centric world, micromobility struck a chord. As vehicles flood the streets and the sector’s value increases, people will demand better quality products and improved services. Now more than ever, it’s time for the sector to design a better customer experience. Only then can it live up to its promise to all stakeholders.
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