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 (Contract)

Interaction Designer - User Interviews, Insight Generation, User Flows, Interaction Design, Visual Design, Rapid Prototyping

Overview

BMW, in collaboration with UnternehmerTUM 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%

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

Environmental Principle

Smaller vehicles consume less fuel & avoiding congested areas helps reduce CO2 emissions

Research Insight

BMW's Sustainability Department states that introducing 'Dynamic Parking Pricing' will reduce congestion by rewarding green behavior

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 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

Bot answers all questions

Participant initiates journey

Bot shares parking options

Agile Process

15+ Iterations and 60+ Usability Tests were conducted to perfect the experience

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 helps drivers make an informed decision when selecting a parking spot

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 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?

Design System

Creation of a comprehensive design system will enable the solution to scale cross platform

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 are the way forward

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