Movemint - Tracking Cyclists in Munich

Giving cyclists a voice

Summary

Moveming is a tracking and issue identifying app that bridges the communication gap between cyclists and city officials. Due to the privacy regulations in Germany, data gathered from companies, such as Google or Stava, must be kept private, and cannot be sold or shared. To solve this issue, we partnered with the City of Munich, and conducted heavy research, to determine that cyclists are willing to share their information to improve the cycling infrastructure. With this discovery, we built Movement, an opt-in route tracking and issue identifying app.

Team :
Myself - Interaction Designer
Bernard Kalkbrenner - Product Manager
Sofía Ramïrez - Product Manager
Parth Verma - Software Engineer
Robin Stöhr - Software Engineer
Flavia Orosa - AI Engineer

Roles : Research, content strategy, prototyping, user testing, visual design, agile coach.

Duration : 3 Months.

Proposal

Solve the data collection issue and bridge the communication gap between cyclists and city officials.

Insights from cyclists

We conducted interviews with cyclists and ex-cyclists in the city and surrounding areas. Our early analysis showed a repeating pattern of safety issues and concerns.


“I had a bad experience with biking, so I stopped. Feels bad.”


“I don’t feel safe in the city as there are too many cars.”


During further investigation, we found that these issues were related to old infrastructure and a communication barrier with those in-charge of upgrades.


“The city infrastructure is not designed for bikes.”


“I would like to complain about specific cycling issues, but nobody listens.”

Insights from city

To get to the bottom of this problem, we also conducted interviews with city officials. Our big discovery was from the coordinator of cycling, who voiced his opinion on the current state of decision making in the city.


“There is a need for more data regarding cycling to improve the infrastructure and safety in Munich”

- Coordinator for Cycling, City of Munich

Problem: No access to cyclists data

Currently 17% of citizens in Munich commute by bicycle. However, due to privacy legislations, city planners and government officials cannot obtain, or purchase traffic data for their planning of infrastructure upgrades. This leads the planners to base all of their upgrades on “guessing” and “hunches”.

Problem: Communication

Both parties agree that there is an issue with the infrastructure, however neither has taken a step forward to arrange a fix. City officials working on this problem cannot agree on the best approach, and small groups of cycling enthusiasts cannot gather enough momentum for change.

How Might We

"How might we motivate cyclists to share route data?"

Solution

Opt in bike tracking that rewards cyclists

Case Study: CyclePhilly

Bike tracking and web-mapper. 2014-2016
Total users: 300
Goal

To promote the app during a two to four week window where city or regional bicyclists would be encouraged to download and use the app to track their biking habits.

The route data would be linked to a web-mapping viewer that would allow users to record routes and bike patterns of all participants in real-time.

Issues:
The project failed due to the low number of users over the 2 years that it ran. Was unable to get further funding to spread to other cities. This project showed potential, and proved that finding a large number of early adopters would be necessary.

Validation Board: Tested assumptions

I don’t mind being anonymously tracked to improve the city.


I would prefer being tracked by a sensor on my bike rather than an app.


I would be motivated to be tracked without rewards.

Partnership with the city of Munich

The city receives the data they require to make smarter decisions when upgrading the infrastructure. The upgraded infrastructure translates to a safer and more enjoyable commute for cyclists. With basic data collected, optional routes, traffic notifications, and other issues can be communicated for an all around better cycling experience.

Competition analysis: Stadtradeln

Stadtradeln allows you to track and record the kilometres you’ve cycled in an online cycling log. View the full results and rankings directly on your smartphone or chat with your team.


The competition for more quality of life, cycling and climate protection! Now pedal for your community on 21 days and collect miles with your family, your friends or colleagues!

- Stadtradeln.de


Our first analysis shows that Stadtradeln has a low user count of only 5,200 cyclists in Munich. Upon interviewing users, we discovered that the competition aspect favours bike delivery riders and hardcore cyclists. Making it very hard for everyday cyclists to earn enough points to rank up on the leaderboard and to win rewards.
Another issue that we noticed was that the tracking only takes place for 21 days each year, and the app is unusable outside of this time period.

Competition analysis: Biko

Biko is a motivation app that rewards users with points for each kilometre traveled. The points can be redeemed at a later time at partnering stores in 10 different cities.


Our partners include organizations that dream of cities with a better quality of life. They are committed to our future and are interested in making a positive impact on people’s health, urban mobility and the environment.


Biko seeks to improve the quality of life in our cities by encouraging cycling as a method of transportation. Through this lifestyle shift we will address 3 of the most pressing issues facing global communities today – environment, mobility, and health.

- Biko mission


With a positive vibe, and huge incentive program, Biko should be able to attract users in the hundreds of thousands. However, the business method doesn't present itself as scalable to such a degree.

biko process - 1. Register and earn bikos, 2. Redeem, 3. Enjoy

-Biko process

Why another biking app?

Rewarding users

The primary incentive for early adopters is to have their voice heard through the app. By tracking their routes and pinning issues, they increase the chance that the city will prioritize and take action where users are actually having issues. With traffic flow and issue pinning being scalable, the city will receive a detailed map that will be easy to base their decisions on.


Leveraging user metrics

Results from the launch of our Beta program returned high results. One of the more surprising data sets was that of the users who pinned and reported issues on a daily basis. With his information, we were able to prioritize further development of our reporting feature.

Validated area of opportunity

Initial beta testing had an overwhelming 80% daily usage rate over a 1 week period, 400% more than our initial 20% estimate. This proved our hypothesis that cyclists in Munich were willing to use a tracking app to improve the infrastructure and their overall safety.

Design + development

Bike animation to represent that the tracking is activated.

Button changes from a circle to a square.

End of trip message drops into the right corner where the trip history and details are kept.

Community score available to everyone.

Record button available on every screen.

Past trip details and history are easily accessible.

Important information stands out and is distinguishable.

Post trip messaging turns a bad trip into a proactive information plotter.

Cyclists can easily retrace their trip and plot any issues that they might have encountered.


More information is gathered and reported for the city to address.

Designs: Onboarding

By riding your bike, the city improves the bike infrastructure We don't require any personal information only biking routes Join the communinty recording routes and improving the bike infrastructure in Munich! Issues along your route are detected through sensors in your phone.

Designs: Tracking Information

By riding your bike, the city improves the bike infrastructure We don't require any personal information only biking routes Join the communinty recording routes and improving the bike infrastructure in Munich! Issues along your route are detected through sensors in your phone. Issues along your route are detected through sensors in your phone.

Designs: Reporting

By riding your bike, the city improves the bike infrastructure By riding your bike, the city improves the bike infrastructure By riding your bike, the city improves the bike infrastructure By riding your bike, the city improves the bike infrastructure By riding your bike, the city improves the bike infrastructure By riding your bike, the city improves the bike infrastructure

Key touch points

Manual entry for people who don’t want to be tracked.
Gather accompanying data from the smart phones gyros and accelerometers.

Main takeaways

This project proved to be an exciting and challenging work opportunity. I was able to witness first-hand the development of an app that was born out of long days of user research, testing and prototyping. The result; a data driven app that cyclists want to use, and an experience that makes data collecting feel safe and unobtrusive.