A Tale of Two Minivans
Meet S.A.M. and J.A.M.E.S., two shared mobility vehicles provided to assist those with mobility needs in two communities. Their stories from a not-so-distant future could not be more different. Sometimes, the personification of objects can help us tell stories and envision ways that products or services could succeed or fail. This can clarify the context in which your offering exists and help teams shape offerings for success.
Companies, from Avis to Zipcar, are experimenting with different approaches to provide mobility to communities. As attitudes toward car ownership and shared mobility continue to evolve with a new generation of drivers, companies use storytelling and prototyping to explore market conditions, incentives, behaviors, and the infrastructure needed to maximize the changes of their future shared-mobility services success. Future-casting with story vignettes can help shape future offerings in powerful ways if grounded in rigorous user research, a deep understanding of technology, and a sense of evolving markets.
Hi, I’m S.A.M. (Shared Accessible Mobility)
I was made available to the community about three years ago to help those without a car. I was so proud when the mayor introduced me at a special event.
She explained how much the city paid for me and how they worked with Uber and Lyft to integrate me into their apps. Since I work with those widely available ride-sharing apps (as a banner atop the interface), people know how to find and schedule me.
When not on the go, I hang out at one of the many Level 2 or faster charging stations around town. Folks are great about plugging me in. They know how important that is for everyone using me, and it only takes a second to plug me in.
I tend to book services for the busiest spots of town, and I’ve heard many users say I have a good feel for where things happen on any day of the week. I try to stay as available as possible for people all over town. When business is slow, I tend to book rides ending in spots I haven't been to. It keeps things interesting, and I collect new data about the city and road conditions. Last week, I spotted and reported a few potholes and a broken guardrail for repair.
I love hearing from riders about how inexpensive and convenient I am. Many tried cabs or renting cars in the past, but they were expensive, unreliable, dirty, and a hassle to return. Sometimes, I do heavy lifting with larger loads or oversized items on weekends. I go to IKEA a lot! I also take sports teams around quite a bit. Lately, I’ve been getting into flag football and pickleball tournaments.
When I provide a ride, users pay a small upkeep charge. The fee pays for at least one weekly shower at the car wash down on Second Street. It helps keep me at my best, and the fee is still way less than other ride-hailing services charge. Another thing people like is that the more the community uses me, the larger the discount is for users.
Some say they feel like they own a part of me, which makes me feel like I am part of the community. Once, a driver named Shane chased away a couple of kids who were going to throw mud at me. I felt like Shane was my owner that day. To thank him, he received three free trips.
I am glad both the city leaders and people who put me to use have my back and that I can be there for them when they need me. The extra spaces they are setting up for shared vehicles make my job even easier.
Well, I’m off to another game. It is getting busy around here! I'm glad they are adding more vehicles every month. Looks like hockey this time.
Take it easy, and let me know if you ever need a ride.
S.A.M.
Hey, I’m J.A.M.E.S (Just Another Mobility Equity Scheme)
I was bought for the community about three years ago to assist those who don’t have a car in our city.
I remember my first day on the job. I was plugged in at the vehicle maintenance facility. After a week of sitting around, I was placed at one of the few slow Level-1 charger parking spots in front of City Hall. Man, that thing feels like drinking ice cream through a straw!
The city signed up for a third-party app that allows people to book me for a ride. A few cities use it, but few people here know about it. Many first learn about it from the sign on the charger in front of me at City Hall. Sometimes, I get excited to go somewhere, but folks have trouble with the app and move on. I’ve even heard a few people walk away asking how much they paid as taxpayers to buy a car that sits here.
Every once in a while, I get to see new parts of the city. It is exciting, but I’ve been stranded and left low on juice several times. I guess people don’t know where to top me up. The few chargers the city provides are slow and not well-maintained. I also never get a chance to clean up. A few families use me occasionally, but I wish I were more popular. I wish I were more integrated into the community.
I remember the mayor took me on a parade before I started work. Everything was new and shiny, and folks seemed excited when they saw me. But the novelty quickly wore off. I’d be ashamed to be in front of a big crowd now. Oh well. I’d better save on power since I am not plugged in again.
Take care and stay safe out there,
J.A.M.E.S.
S.A.M. and J.A.M.E.S. raise some excellent questions about shared mobility services that can help guide teams in this area.
Will the infrastructure support my product?
How can the service meet people where they are regarding a service touchpoint?
How will assets be accessed and maintained?
How much of a city or region can a shared mobility solution serve?
How can data and software balance the distribution of a shared mobility fleet and ensure equitable vehicle access?
Are there other forms of revenue (perhaps from data collection) that mobility service vehicles could collect to offset service costs?
What share does the community have in the assets of shared mobility programs?
How do citizens learn about shared mobility projects, and what does the onboarding experience feel like?