MMS

CASE

Urban mobility is one of the toughest challenges cities face. Existing mobility systems are close to breakdown. Accordingly, we will see massive investment in the future. Today, 64% of all travel kilometers made are urban and the amount of travel within urban areas is expected to triple by 2050. Being able to get around urban areas quickly, conveniently and with little environmental impact is critical to their success.

Delivering urban mobility will require more innovative solutions that effectively respond to a broad range of citizens’ needs. That is what one of the main companies in the Spanish insurance sector trusted us to do.

SOLUTION

An ecosystem of high-tech solutions (physical and digital products or services) that responds to current and future urban mobility needs and focuses on both the citizens and the market.

CONCEPT

MMS ecosystem is composed of a collection of agile and long-term designed products and services, all of which respond to urban mobility needs.

• Following Agile and Lean methodologies, every two weeks a new tech mobility solution is ideated, prototyped and tested. From a mechanic-on-demand service system to an electric charger location app, including a ticket management platform or an on-the-road TripAdvisor; these proposals base on the needs, trends and archetypes identified and explored in the long-term solutions lab.

• Meantime, the long-term solutions lab is in charge of bigger milestones. Here, we analyze future trends, scope technology-based potential solutions, understand the market and get to know the target groups. Then, we ideate, test and study the business potential of large mobility services or products: multimodal mobility cards, need-tailored car rental services, portable bikes, a deep-learning safe-driving assistant or shared vehicle ownership packages.

• Simultaneously, MMS Evolution works with the client’s Local Teams to spot the latest trends on mobility, decipher each market key offers, and profoundly understand all clients needs in order to create local end-to-end solutions that are customisable for the global market. To do so, the design process is framed, iterated, validated and customized so it can be replicated at innovation offices in other six countries.

A HUMAN-CENTRIC PROCESS

Benchmarking

Creation of an observatory to scout current market global offers and spot future urban mobility trends.

Understanding clients

Customer journeys, mystery shopping, contextual interviews, focus groups and questionnaires to identify and define our archetypes and personas, validate their needs, and predict their budget predisposition.

Mapping Opportunity Areas

Value proposition canvas and product-market fit analysis were essential to estimate the business potential according to the satisfaction of the mapped needs and the fit with the spotted trends.

Ideating

Brainstorming and definition of solutions according to technological feasibility, business viability and market potential facilitated the ulterior co-creation and prioritisation with the client.

Validating

Rapid prototyping and acting techniques contributed to concretize the concepts and test them with potential users before moving to the development stage.