The mobility landscape is undergoing a remarkable transformation driven by technological advancements that empower connected services. As mobility service providers navigate these changes, they face an exciting challenge: leveraging available data to not only enhance existing services but also to meet the rising expectations of customers. The shift towards a more connected future necessitates a strategic vision, focused on identifying the most promising paths for sustainable growth.
Navigating the Future
Our long-time partners and friends at State of Tomorrow were working on a strategic future vision on data-driven mobility services for their clients. They asked Stby to explore the perspectives of lead users among car drivers, ensuring that their needs and preferences inform the development of innovative mobility solutions.
Consumer and professional perspectives on connected mobility
In this project, we engaged in in-depth conversations with both professionals and consumers who are already using many digital devices, data-driven services and even connected cars. We explored their experiences and expectations around connected mobility services.
Utilising speculative prompts, we encouraged participants to envision various future scenarios that could emerge from advancements in technology and service offerings. This approach facilitated a rich dialogue on their needs, challenges, and aspirations, allowing us to gain insights into how connected services can significantly enhance their daily experiences.
The strategic design team at State of Tomorrow were looking to reimagine the intersection of business models, technology and customer behaviour in the context of mobility. By conducting this research, we aimed to uncover critical insights about the perspective of end users in their everyday mobility experiences that impact mobility services. Presenting stimulating ideas for potential service developments allowed participants to reflect on these innovations.
Value of research in the design process
The main themes that emerged from our discussions with the participants were detailed and presented in a final report for the design team at State of Tomorrow. The report includes valuable insights gathered from a range of participants, showcasing their needs and concerns.
Because of our close collaboration with State of Tomorrow, we were able to co-create insights and recommendations from multiple perspectives and put this into a broader context of the current developments in the field. The outcomes of the research were used by State of Tomorrow in a strategic vision for 2035, and presented in a workshop on connected mobility services with client stakeholders.