When the journey becomes the destination
Proposing a mindset-based vision to rethink and create multi-modal mobility solutions
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Abstract
The mobility industry is facing a disruptive transformation. A large number of social, economic and technological trends are shaping the way we will move in the future. In this fast-changing environment, mytaxi becomes FREE NOW due to the joint venture in 2019 between its mother company Daimler together with BMW. While joining forces to become a stronger mobility player, FREE NOW’s product portfolio is undergoing a major change. Moving from offering only taxi rides to becoming a multi-modal mobility provider. This holistic approach to mobility brings lots of new challenges for the company.
This project is born from the knowledge gap identified within the company, regarding the city dweller’s behaviours and attitudes. With an open and explorative approach, this project focuses on providing the company with a human-centred upgrade to mobility.
Based on a user and trend research, this project identifies how the essence of mobility – of covering a physical distance – will evolve towards a multi-purpose-driven activity: shifting from a compromising experience towards a fulfilling experience.
The project, ’When the journey becomes the destination’, identifies four mindsets that describe the interactions city dwellers will have while travelling in the future context. For FREE NOW, the identified potential is to enable people to act according to their state of mind and facilitating them to recognise the mindset they are at that moment. This will allow providing a fulfilling service experience by matching them with the right mobility service.
This mindset-based approach proposed aims to help FREE NOW rethink and create multi-modal mobility solutions. While leaving apart the purely functional connotations of mobility, the designed mindsets focus on the meaningful nuances of mobility. From the service experience resulting from the human interactions with the space, four design directions are created to stimulate the designers from FREE NOW to question the status quo, as well as the future context.