Kerb - An experiment to reduce traffic congestion in Munich
Team
Timeline
My Role
1 Interaction Designer
1 Product Manager
1 AI Engineer
2 Software Developers
3 Months
Interaction Designer - User Interviews, Insight Generation, User Flows, Interaction Design, Visual Design, Rapid Prototyping
Overview
BMW, in collaboration with Digital Product School is exploring improved driver experiences beyond the vehicle, focusing on the ease of finding on-street parking spots in Munich
As the sole Interaction Designer, I collaborated with my team to design, test and build an experience that Munich residents would not only accept but also find delightful
BMW's Sustainability Department is using our solution 'Kerb' to propose Dynamic Parking Pricing to the Munich City Council, with a goal to reduce congestion by 30%
Kerb - An experiment to reduce traffic congestion in Munich
Team
Timeline
My Role
1 Interaction Designer
1 Product Manager
1 AI Engineer
2 Software Developers
3 Months
Interaction Designer - User Interviews, Insight Generation, User Flows, Interaction Design, Visual Design, Rapid Prototyping
Overview
BMW, in collaboration with Digital Product School is exploring improved driver experiences beyond the vehicle, focusing on the ease of finding on-street parking spots in Munich
As the sole Interaction Designer, I collaborated with my team to design, test and build an experience that Munich residents would not only accept but also find delightful
BMW's Sustainability Department is using our solution 'Kerb' to propose Dynamic Parking Pricing to the Munich City Council, with a goal to reduce traffic congestion by 30%
The Problem
Problem Scenario
Despite Munich’s efficient public transport system, street congestion keeps rising yearly
Problem Scenario
Parking takes 15-20 minutes, with 30% of cars on the street just searching for a spot
The Problem
Problem Scenario
Despite having one of Europe's most efficient public transportation systems, street congestion in Munich continues to increase year over year
Problem Scenario
Finding a parking spot takes on average of
15-20 minutes. Studies indicate that 30% of cars on the street are just trying to find a spot
Research Insight
BMW says 'Dynamic Parking Pricing' reduces congestion by rewarding green behavior
Research Insight
Smaller vehicles consume less fuel & avoiding congested areas helps reduce CO2 emissions
Problem Scenario
Adjusting prices by availability and vehicle size, with lower fees in less crowded areas, creates an effective incentive system
Research Insight
BMW's Sustainability Department states that introducing 'Dynamic Parking Pricing' will reduce congestion by rewarding green behavior
Research Insight
Smaller vehicles consume less fuel & avoiding congested areas helps reduce CO2 emissions
Project Scope
Adjusting prices by parking availability and vehicle size, with lower fees for less crowded areas creates an effective incentive system
User Advocacy
User interviews reveal drivers prioritize spot certainty over proximity to the destination
User Advocacy
A Wizard of Oz Bot Test reinforced drivers' desire for access to parking information
User Advocacy
User interviews show that drivers prefer the certainty of finding a spot over proximity to their destination
User Advocacy
A Wizard of Oz Telegram Bot Test reinforced drivers' desire for ease of access to parking information
Agile Process
15+ Iterations and 60+ Usability Tests were conducted to perfect the experience
Agile Process
15+ Iterations and 60+ Usability Tests were conducted to perfect the experience
The Solution
Solution Impact
Discounted pricing and a seamless experience incentivize parking in less congested areas
The Solution
Solution Impact
Drivers are incentivized to park in less congested neighborhoods through discounted prices and a friction-less experience
Benefit 1
The Parking Availability Index guides drivers to make informed parking choices
Benefit 1
The Parking Availability Index helps drivers make an informed decision when selecting a parking spot
Benefit 2
Transparency in the pricing structure helps build trust among all city resident
Benefit 2
Transparency in the pricing structure helps build trust among all city residents
Benefit 2
The cost slider empowers drivers to intuitively visualize how vehicle size and parking availability influence pricing
Benefit 2
The cost slider helps to intuitively visualize how size and availability affect pricing
Benefit 4
The lock screen widget acts as a convenient reminder that the parking session is active
Benefit 3
Drivers are charged only for the actual time parked, instead of per parking session
Benefit 3
Drivers are charged only for the actual time parked, instead of per parking session
Benefit 4
The lock screen widget acts as a convenient reminder that the parking session is active
Benefit 5
Who doesn't like a quick, easy and seamless on-boarding process?
Benefit 5
Who doesn't like a quick, easy and seamless
on-boarding process?
Design System
Creation of a comprehensive design system enables the solution to scale cross platform
Design System
Creation of a comprehensive design system enables the solution to scale across platforms
Next Steps
Broader Impact
The project was transferred to BMW for presentation to the Munich City Council
Next Steps
Broader Impact
The project was transferred to BMW for presentation to the Munich City Council
Future Scoping
Navigation capabilities and integration with public transport will create a holistic solution
Future Scoping
Navigation capabilities and integration with public transport will create a holistic solution
Networking Message
Want the inside scoop on this project? Let's chat 😄
Networking Message
Want the inside scoop on this project? Let's chat 😄
Problem Scenario
Added traffic congestion and air pollution in the city center disproportionately affects children and the elderly
Problem Scenario
Added traffic congestion and air pollution in the city center disproportionately affects children and the elderly