I thought that perhaps if I mapped out the Onzo user journey would help me visualise what they needed help with. It helped me see some obvious gaps such as the pick up and redistribution of the bikes in their truck.
In red are my suggestions that could potentially improve the already exisiting system.
I came accross this video while having lunch today and found it interesting what they had to say about investing in experiences over material goods.
The following graph illustrates the happiness over time experienced after purchasing a new item. The example shows an Apple watch. There is an initial burst of happiness soon after the item is purchased but soon it begins to peter out. Then the happiness begins to decline and eventually the customer could regret purchasing the item. These objects exist for the linear economy. Products are marketed in such a way that make you feel like you have to buy it. These products are designed to expire, the sooner you no longer like it the sooner you are going to want to be looking for a new one (which is where the next model comes in).
The following graph illustrates the happiness over time experienced after investing in an experience. The example uses a concert. Again there is a large initial spike in happiness and then it drops. At a concert however you tend to document it in some way, as a memory, photographs or even the tickets themselves. These things act as triggers and allow the experience to breathe new levels of happiness. You are also able to share your experience with friends, allowing it to relive in other people and brag about it. This gives you repeating levels of joy. Years down the track you can still fondly remember your pleasurable experience.
In relation to ride sharing I think if the experience was more pleasurable then they would become fond memories. This would have a follow on affect, contributing to an overall sense of happiness and care toward the particular ride share. However, if the user has a frustrating experience with the ride share then they are going to feel the opposite. Seeing an Onzo for example is only going to remind them of a bad experience and then it will foster resentment.
It needs to be about creating fond memories
I have decided to go back to my proposal to figure out what I want to do. One of the most important parts of my proposal is the list of affordances that evoke psychological ownership. I printed the list out and went down it and came up with an idea for each affordance. and then began to flesh out each one a bit more.
The end resulted in a three part idea. Features that the bike had to have, features that the app had to have and, features had to have. Implementing all features would insure that participants would feel a sense of kaitiakitanga towards the products.
I guess this exercise was relieving in the sense that I could execute this from here and not have too many problems. But a part of me wants to push for more than just an app and a dock…
Max was invited to work for Onzo by one of his friends who was at the time the fleet manager. Max’s friend soon left the company and Max was promoted to Wellington fleet manager (still on minimum wage though). Max had no mechanical or managing qualifications but he took the exciting new opportunity. It was a big change from the Pattenting office from where he came. When he arrived at the company he soon found out that it was a “Satellite company” that communicates through emails only. He has never met the owner of the company nor the operations manager. The company has no philosophies, that he’s aware of.
Max proceeded to identify many faults with the bikes. All of which can be attributed to a poorly built bike. The main fork snaps in half,
inner wiring to the locks and lights snap,
there are break failures,
the front basket falls off, the stand crumples
and the pedals break and fall off.
It sounds like many of Onzos problems could be solved by simply taking the time to make a better bike.
A few extra facts about the bikes:
There are roughly 1400 rides a month
The Wellington fleet makes $700 every fortnite
Damage is 75% general wear and tear (due to poor quality build), the rest of the 25% is due to vandalism or intentionally inflicted damage.
It costs $200 to have one bike manufactured in China
By the time 1 bike arrives in New Zealand it is worth $600-$700, due to shipping and other additional costs.
Max has already left the company since my interview with him but he has kindly offered to answer any more questions that I have.
E-scooters have hit the streets of Wellington. I took it upon myself to give them a go. Firstly there are 2 types of scooters in Wellington. Jump and Flamingo
The riding experience of using both JUMP and Flamingo are the same. They are the same type of scooter but with different branding. From a distance it’s actually hard to tell the difference due to the fact that the colours a quite similar. The biggest difference for me though was the in app experience. JUMP is owned by Uber which allows them to exist seamlessly off a very strong existing app. Everyone is wellington has the Uber app and it was a genius idea on JUMP’s behalf to integrate their service into the Uber app. This makes it extremely convenient for us as users to get going, without downloading a new app or re-entering our bank account details. This makes the JUMP experience immediately more pain free and reliable.
Flamingo on the other hand is an entirely seperate company. Which means you have t0 download a new app, which requires an internet connection and most inconveniently of all, time. Flamingo is a New Zealand company (which isn’t super clear). Some people, myself included, find this an attractive quality.
I think there is still room for a New Zealand owned, designed and manufactured ride share service. Something that combines the convenience of Uber’s JUMP, a New Zealand company, and most importantly made in New Zealand. Whether users are aware of it or not I think they know that the product that they are using is made on mass in a factory in China. I wonder what difference it would make to have a very ‘New Zelanady’ micromobility service on the streets. Something that is obviously crafted through the hard work and care of Kiwis.
If Onzo is tight for money and can’t afford many docks around the city, then perhaps have few strategically placed around will increase the productivity of their system and the care people have for the product.
A base at the train station, a base at where Blair street meets Courtenay and one at the Airport. These are the three most important touch-points for them in my opinion. In time we might even have a safe cycle way for people to travel through to each dock.
The following quick prototype was made to easily assist in explaining my idea. Caring starts with leadership. Showing the user how to care for the bike. This does this by providing a space to store the bikes in a formal way.
https://player.fm/series/micromobility/ep-17-on-vandalism-HgdvUUT1TrrkKN5N
Bike sharing began, as we know it now, in the 70’s with coin operated bikes. You were able to put a coin in, ride the bike and then take it where ver you like. It is important to remember that vandalism happened even at this time. Apparently it petered out after the bikes had been around for a month or two. People began to accept the bikes as part of their city.
Before this, there was the ‘white bike’ plan. Old bikes were painted white and put out on the streets to be used freely. This simple idea began as a solution to air pollution but unfortunately the people of Amsterdam at the time weren’t interested. It was actually the Police who removed the bikes from the streets.
The white bike system went in and out of fashion. Bike sharing began to spread out across the Netherlands over the next 30 years. The Designer of the ‘white bike’, Luud Schimmelpennink, was asked to implement a similar system in Copenhagen. They decided to start charging for the bike usage. Unfortunately they were plagued with stealing and vandalism. Schimmelpennink didn’t know what people were doing with these bikes because they were white and instantly recognisable.
“Nonsense,” says Schimmelpennink. “People who travel on the underground don’t carry bikes around. But often they need additional transport to reach their final destination. If a bike-sharing system could take care of that, it would reduce the costs of public transport enormously.
Schimmelpennink
Guardian Article about the ‘white Bike’
https://www.theguardian.com/cities/2016/apr/26/story-cities-amsterdam-bike-share-scheme
Dockless bike sharing began in China. They were inexpensive and very poorly made. Their bright colours were perceived as “invasive species”. They looked privately owned cluttered the city. Nowadays there are more than 60 bike share companies in China all competing for consumers attention. This has resulted in an oversaturated market and an overall resentment for the bikes. Seas of dockless bikes cover the urban landscape. Here it is to no surprise that people resent the bikes.
It is clear that beautiful things get less vandalised. Beautiful things command more respect.
When the Apple iPod was first released, people walking around with white Earpods were easily identified and subsequently targeted by thieves.
My week 12 poster critique seemed to go well. I didn’t get much feedback other than keep going. Karl said he’s very happy with where I am at. I managed to catch Lee at the end and he recommended that I’m careful with my Kaitiakitanga definition and that I make it clear what perceive affordances are.
James's Major Project 