Fahr Grün

Have a look at the interactive Prototype

She lives in a medium-sized city in Germany, she brings her kids to school, and sports, drives to work, drives shopping, and to visit friends.
She couldn’t do all this without her car…

This is Andrea, and she uses her car everyday!

She would like to be more environmentally conscious and at the same time to be more involved in the improvement of her city’s ecological improvement.

THE PROBLEM
Overall, the combination of limited coverage, fewer options, lower demand, and greater car ownership make it less convenient and less necessary for people in small cities to use public transportation as a mode of transport.

After researching the diferent reasons, the conclussion was to increase the number and frequency of current users and provide a reward program hat benefits different social projects.

Project Description

FahrGrün! is a gamification app that rewards users with points for each ride they take on public transportation. The app was developed to encourage more people to use public transportation and reduce the number of cars on the road.

The app uses a point-based system where users earn points for each ride they take. The number of points earned depends on the time traveled and the ticket they have purchased.

The app also includes a leaderboard that shows the top group of users with the most points. Users can compete against each other to see who can earn the most points and climb up the leaderboard.

In addition to earning points, users can also redeem their points for social projects. Users can donate their points to community projects such as planting trees, building a eco-friendly playground, cleaning up local parks, or supporting sustainable transportation initiatives. This feature will help to build a sense of community among app users and encourage them to use sustainable modes of transportation more often.

The rewards help to motivate users to continue taking public transportation and earn more points.

Objective

To create an inclusive and responsive App that increases the motivation of users to take public transportation by rewarding local social projects.

A big conclusion for our team was that people still want to keep their cars, so we are focusing on increasing the use of public transportation as an option.

Time Frame: March 2022 – March 2023

Client: Nordhausen County

Role: UX Design, UX Research, UI Design

Tools: Figma, Adobe Creative Cloud, Google Forms

KEY FINDINGS

- Existing apps offer a variety of options

- Mobility apps focus on functionalities such as trip planning, location, routes, time table, digital tickets

- Point based Programms focus on accumulate points to later exchange them for gifts or discounts

OPPORTUNITIES

-The existing applications are mainly functional, and the type of reward is an exclusively material motivation, and they do not create awareness among users on environmental issues

UNDERSTANDING THE USER
Analyzing users’ behavior is a very important stage in the UX Design process. We can have an idea of a problem, but we can not be sure exactly what is what users want, what are their pain points and what they enjoy until we talk with them.

During the user research, I run different tests, including interviews, surveys, card sorting, and show participants low-fidelity prototypes to hear their feedback and prove or change my hypothesis of possible solutions.

WORKSHOPS AND INTERVIEWS
Remote and in-person interviews as well as workshops run during the research fase gave interesting inputs into the project.

USER PERSONA

Based on my research and results from the user survey and interviews, I created different user personas to represent my target users.

Focusing on current car drivers who want to use more public transportation and users who want to get benefits directly from point-based reward programs.

Based on interviews we created some different personas:

Peter
>70 Years old
Retired
Irregular Public Transportation user
Doesn’t want to drive more.

Goals:
-Travel on the weekends and holidays
-Run some errands during the week
-Stay active

-Visit friends and family

Activities:

-Hiking

-Shopping

-Traveling to other cities

Problems:

-Limited Schedule

-Uncomfortable hygiene protocols

Image: <a href="https://www.freepik.es/foto-gratis/persona-mayor-gesticular-aislado_20728598.htm#fromView=search&page=1&position=24&uuid=95b04358-0650-416b-b253-6607c3fe53d4">Imagen de freepik</a>

Andrea
30 Years old
Oficemanager
Active car driver

Goals:
-Go to work
-Bring children to school

-Go shopping

-Help the community

Activities:

-Sports

-Meeting friends with children

Problems:

-Limited Schedule

-Waiting to long for public transportation

-Less time to help in community

<a href="https://www.freepik.es/foto-gratis/retrato-empresaria-joven-que-sostiene-lentes-disponibles-contra-contexto-gris_3717378.htm#fromView=search&page=1&position=7&uuid=aebbd2c8-42cc-4937-a49a-9f8e0be64e99">Imagen de freepik</a>

SCENARIO EXAMPLE

Andrea has decided to use less her car, the easier way for her to do this is when her children are at school or with their father.

She takes the bus to work when

she doesn’t need to drive the kids.

3 kilometer to be at the office.

She rides 2kilometer to the supermarket.

She can could also start her own project and invite other users to collaborate with their points.

Each kilometer that she rides with the bus gives her one point.

She can split her point through different community projects.

She had a look to projects where she could donate her points.

Some projects are planting trees, buying solar, pannels

WIREFRAMES AND PROTOTYPES:
After defining the different aspects and functionalities for the app, it was time to start sketching some wireframes, testing them, and improve them.