Pavan
Improving Urban Mobility:
Addressing Traffic
Congestion and Last-Mile
Connectivity with - PIVOT
An E-bike rental app that offers solution to last mile connectivity issues
starting with Bengaluru
OVERVIEW
This case study is made for grassroot
startup by a group of Engineering
students
The work was done with keeping Bangalore, the startup capital of India as the
home base. the case study took 2 months to complete from research to
design a ui interface
The problem
The problem
Traffic woes!!!
• Commuters spend at least 60 minutes to travel 10km
in the city
• Metro users spend less than 45 minutes in their
primary mode of transport
• Car users spend 1-1.5 hours in traffic, while two-
wheeler users need 45 minutes to an hour
The problem
First and Last mile
connectivity
• Challenges with last-mile connectivity, especially
when public transportation doesn't cover the entire
route
• Lack of parking facilities, inadequate feeder buses,
non-availability of walkable pavements, and absence of
dedicated lanes for cyclists have an adverse effect on
metro ridership
ASSUMPTIONS
Solving User Frustrations of being stuck
in traffic by nudging them to rely more
on public transport
Positive user experience Environmental Impact
by lowering the avg time spent in traffic give user ample time to Users will appreciate and contribute to the environmental
have more productive and enriching lifestyle. benefits of using eBikes.
w h at o utc ome s d o w e want t o s ee ?
Here’s the predicted outcome we’re
designing for — Less time spent stuck in
traffic
Time Efficiency Convenience and Accessibility
Improved time management, especially for short-distance trips, Increased accessibility to an eco-friendly and efficient mode of
contributing to a more efficient daily routine. transportation deterring users from being overly reliant on
personal vehicles
Social Impact Health and Well-being
Positive societal impact by reducing traffic congestion, Positive impact on users' health and well-being, contributing to
promoting eco-friendly practices, and fostering a sense
a more active and sustainable lifestyle.
of shared responsibility for urban well-being.
w h at d oe s succ e ss loo k l ik e ?
Everybody wants to win, here’s how we
define success
U ser Ac uisition q Average ide uration
R D
N umber of new app downloads. A verage time a user spends on a rented eBike.
Booking re uency F q Environmental Impact
A verage number of bookings per user over a given period. Reduction in carbon emissions or equivalent environmental
impact.
F inancial Metrics
R evenue generated through eBike rentals.
pro c e ss
D esign Progress
R ESEA RCH D E INE
F I EATE
D D ESI N G TESTIN G
e n a bu e e t S W OT ANA L AS Y S
WI E AMES USA B I L IT Y TESTIN
s co d ry y r prosp c
ESEA
R FR
G
R RCH
b le OMPETATION
L O W I I L IT Y
pro m C
pr i a
m ry R ESEA RCH s t a t e en t m ASSESMENT
F D
P OTOT Y PE
e na ea ti n u e a e USE LOW
R
p rso cr o s c s s R F
I I I L IT Y
e ath a ing u e j u ne a IN O MATION
H GH F D
mp y m pp s r o r y m p F R
A ITE TU E
RCH C R
Comp e tit or ANA L AS Y S
BOUNCE
Bounce suspended its app-based
dockless scooter-sharing services. The
reasons behind the suspension are not
explicitly mentioned, but it suggests
operational challenges or a need for
restructuring.
Vogo
Vogo, with around 5,000 scooters, may
be facing challenges in meeting
demand, possibly due to a limited fleet
size.
IN O MATION A
F R RCH ITE TU E
C R
onboarding
registration/login
HOME
p ro lefi fi nd bi e
k settings p a ents
ym
sos bi e lo ation
k c p er issions
m balan e c
h el p bi e distan e
k c li enses
c to p up
settings t e es
h m
add i up
istor add ard
log o t
h y c
u
refer
log o t
u
L O W I I L IT Y W I E AMES
F D R FR
USA B I L IT Y TESTIN G
The users were presented with different I screens and U
asked to explain their preferences and changes were
made respecting the feedback received
ON B OA IN RD G
ON B OA IN RD G
l gin
o scr een s
h om e scr een
sc an a , p ym en t an hel d p scr een s
prof i le an d o t he r scr een s
o t he r scr een s
t he c h a lle n e s g
I
“ nitiativeslike bike rentals have been
around in the West for a long time. The
problem here is that we have not
prepared ourselves for such initiatives.
The culture of respecting others’
property is lacking
overview
Timeline
week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8
UX Research UI Design
User research
Wireframes
Interview
User testing
research consolidation
persona
visual guide
Empathy map
Information Architecture UI design
the challenges
Not everything goes as planned
Despite recent challenges faced by e-bike rental companies like Bounce,
Yulu, Vogo, and MetroRide, the micromobility sector remains resilient.
Setbacks are inherent in emerging markets, and the e-bike rental industry
holds significant potential for sustainable urban transportation. Learning from
experiences, refining business models, and fostering closer collaborations
with authorities can lead to industry-wide growth. As cities increasingly
prioritize eco-friendly transportation, the positive outlook for e-bike rentals
persists, offering a promising future for efficient and green last-mile
connectivity solutions.
