Get Around - Divvy
How might we increase the adoption of biking in the South and West neighborhoods of Chicago
Divvy is the public bike sharing system in Chicago and Divvy for everyone is a membership for low-income Chicagoans to make the Divvy system accessible to them, but it was not having the impact that they had expected. I worked on a four-person team on this Human Systems project. We wanted to understand the functional and cultural influencers that slow down the adoption of cycling as a form of commute in low-income communities as well as their understanding of D4E (Divvy for everyone). We wanted to explore how 'DIVVY' the public bike sharing system could adapt to their users lifestyle to help them access and maximize the opportunities available to them and in turn positively influence their mindset towards biking.
Problem Statement
My Role : Design Strategy, UX, UI, Prototype
Illustation by Lisa Radecki
Insights
Divvy System Model
Existing Divvy Model
Divvy Model with 'Get Around' concept
Sign-up on mobile
Credit sign-up via the Divvy App
or online platform.
Cash sign-up at LISC locations for
in person application.
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Digitally submit application forms and camera-scanned copy of their state ID card and last pay stub to be eligible for the special membership.
Education & reward system
Members' initiative to adopt Divvy and biking properly through viewing the educational videos is acknowledged and rewarded with a free day ride.
Pricing
Pay and refill at your convenience.
A low commitment to divvy instead of
their current long term annual
membership or temporary day
membership.
Get around safely
Get recommended routes based on
the safest yet quickest way to their
destination. Reminding riders of the
safe bike passage routes.
Explore the community & local connections
Plan a Divvy adventure based on GPS prompted suggestions to discover local neighborhood stores, outdoor festivals, parks or events in the community.
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Leverage and promote local grocery stores, restaurants, family owned shops, etc. to earn free day rides while fulfilling their daily activities.
We met with the stake holders to learn more about the program, the outcome and the barriers that they were facing as well as their goal for the program. We conducted one on one interviews with members from some of the related community organizations, novice bikers, non - bikers, bike enthusiasts. Besides this we shadowed two research participants in their end to end process of applying for a D4E membership to get an in context understanding of the experience of the application process. We analyzed the data through which we derived our insights.
Process
The above is an experience journey map to understand the entire Divvy experience and all the different factors and emotions associated with each step. With this map we can identify low opportunity areas and their cause. We used this to explore possible solutions to improve the overall Divvy experience
Design Process
Wireframes
Working Images
