Save CITI BIKE Research
CHALLENGE
I worked on this project with a team doing research on the User Experience of Citibike and creating an app that improves service. Citibike was losing money and was in need of a way to expand but still be profitable.
GOAL
The mobile app focused on incentives to help save the company money, by rewarding consumers whose actions helped increase ridership, encouraged new memberships, and reported faulty bikes.
MY ROLE
I was added to the team to help bring research insights that were not initially included. I did observation and behavior, helped with research, creating Persona's and constructing the survey.
GEARING UP
Bike share came to New York City during the rise of the “sharing economy,” and an economic recovery after the 2008 recession. Bicycle commuting in the City had doubled between 2007 and 2011.Citi Bike presented a quick and relatively inexpensive alternative to various transportation Increasing bike ridership would lesson carbon footprint, encourage fitness and give NYC citizens an alternative to getting to work
PROCESS
1. We did competitive initial research regarding bike share programs in different states and some countries with similar programs. We quickly found the NYC has unique experiences due to scope of city and transportation systems.
2.The research included looking at data available online that tracked ridership demographics, frequency and behavior. We also did observations at various stations, conducting surveys in person and online (to known riders) and creating personas.
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3.We focused on research and presenting findings that allowed for data driven prototype. Did a simple inVision series of screens to demonstrate ease of use.
4. We chose to use an Incentive based program in order to reduce the
cost of the operation and help bike share programs be profitable
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SURVEY
Please check any transportation
systems do you use the most?
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_ Citi Bikes _You own and ride your bike
_MTA _Taxi _Car _Other
Do you have a membership?
_Yes, I have an annual membership
_No, I am a guest but have tried Citi Bikes
_Other
If no, what is biggest reason for not participating
_yearly cost
_scared to ride with traffic
_fear of injury Other_______________
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If yes, which stations do you use (Circle any three)
Midtown West, Midtown East, East Village, West Village, Flatiron, SoHo, Tribeca, Downtown, Brooklyn, Queens, Harlem, etc.
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How was your experience with Citi Bikes?
(1-the worst, 5-Exceptional)
1 2 3 4 5
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Comment____________________________________________________________________________________
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How can Citi Bikes improve?
_Lower cost _Better technology _Cleaner bikes, _Easier dock verification _Bike and spend perks
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What are top three improvements Citibike
could make
• Supply more bikes at popular stations
• Someone to empty bikes at crowded dock stations
• Repair Faulty Bikes / Faulty Docks
• Safety bike lane implementation
• Sticky handlebars in hot weather
• Fix faulty red light docks in a timely manner
• Alert riders if there are fewer than 3 bikes at their home station
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If you are a member, will you renew your membership?
Please answer,
_yes _no and the reason "why" or "why not." ____________________
______________________________________________
If Citi Bikes raised their annual rate from $95 to $140, would you subscribe?
_ Yes
_ No
_ Maybe
What other recommendations or praises would you make about Citi Bikes?
Where should Citibike expand to next?
______________________________________
Thank you for your time in taking the survey. We hope to improve your experience.
UP HILL CLIMB
From our initial survey and open comments we gathered information on various comments that had a common thread regarding challenges with current users.
PAIN POINTS
• Bike/Docks ratio is uneven causing manual redistribution of bikes
• Overcrowded bike stations (specifically where little access to transportation)
• Unavailable drop off docks near train stations
• No bikes available at rush hour (8am - 10am also 5pm - 6:30pm)
• Faulty Bikes / Faulty Docks
• Red lighted non working docks not repaired quick enough
• Safety bike lanes
• Sticky handlebars in hot weather
• Seasonal Issues
PERSONA 1- Potential Citibike user
Shante' 19, recent high school grad, community college, yearly income less than $5,000
Usually walks for 4 blocks to the bus, then takes train to school. Knows how to ride a bike
Thought the bikes were for "other"people and perceived it to be expensive
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PROS: Thinks Citibike could save her money and replace MTA on some days Would consider Citibike if it's affordable.
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CONS: Traffic safety concerns
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PERSONA 1- Potential Citibike user
Shante' 19, recent high school grad, community college, yearly income less than $5,000
Usually walks for 4 blocks to the bus, then takes train to school. Knows how to ride a bike
Thought the bikes were for "other"people and perceived it to be expensive
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PROS: Thinks Citibike could save her money and replace MTA on some days Would consider Citibike if it's affordable.
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CONS: Traffic safety concerns
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PERSONA 2 - Citibike user
William 31, College grad, works at start-up, yearly income less than $65,000
Works in the city. Takes bike to the train for a job in lower Manhattan. Use the bike daily to get to the train. Has a yearly membership
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PROS: Likes using the bike in the morning to commute to the subway because the bus is too slow in morning traffic
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CONS: Must leave extra early because there are often no bikes available
Hot weather, sticky handlebars, cracked seats, bikes won't dock properly
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PERSONA 3 - Citibike user
Ellen 40, Steady job for past 15 years, works 2 miles from home, yearly income less than $45,000. Usually takes the bus to work, but uses Citibike occasionally because they are accessible bike lanes nearby. Uses a day pass but would consider a yearly
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PROS: Likes affordable price, station location near her apartment, app of nearby stations
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CONS: Bike availability lacking at some stations. Finding a dock near job problematic and is often full
Limited locations
Bikes are only available in these geographic areas
Data
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The maps gave a broad indication of the age of the riders and where they are concentrated. This was useful in suggesting partnership incentives for frequent riders.
The charts let us know the basic times of usage which allowed us to target station that
may most likely have a higher percentage of docking problems or empty bike docks.
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Background research and additional interviews by outside sources
“Rebalancing is one of the biggest challenges of any bike share system, especially in a city like New York where residents don’t all work a traditional 9-5 schedule, and though there is a Central Business District, it’s a huge one and people work in a variety of other neighborhoods as well,” said Citi Bike spokeswoman Dani Simons
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Most rides take place during weekdays, with peak hours from 8 to 9 a.m. and 5 to 7 p.m., and follow similar traffic patterns as cars.
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Citi Bike system topped 10 million rides in 2015, making it one of the world’s largest bike shares.
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88% of trips start and end in Manhattan
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8% of trips start and end in an outer borough
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4% of trips travel between Manhattan and an outer borough
PROTOTYPE SAMPLE
The suggested revised app would potentially allow users to easily report faulty bikes on their phones with out calling in. It also included ways to track points for: riding distance and frequency, fitness points synched to fitness tracker, reporting physical and functional mishaps on the bikes. The total points could be cashed in at local participating businesses, at home food delivery or online perks.
WHAT I LEARNED
The team presented a powerpoint that went over the whole process so that the stakeholders were clear in the direction. They didn't do lots of early sketching but instead gathered data that helped shape a picture useful shaping the conclusion
In the area where patrons could report a faulty bike, we found that it would be more convenient to have a location GPS pop up so consumers could touch with a quick list of items to choose from. We didn't need a separate screen just to add up points. It could appear at the bottom of dock in screen. Then after a week, it could show total in same confirmation email. After points, nearby redemption suggestions could be easily seen on screen where bike customers could click and use.