Project Type_Service Design
Role_Research, Service Design
Duration_30 weeks
Team_Jae Sun Park,  Sujeban Susilakanthan
Urban Moments
Improving urban mobility
Urban Moments is a service, encouraging citizens to walk as part of their commute, while staying healthy and exploring local shops in the city.

It helps public transportation providers to reduce overcrowding on their network during peak-times, mostly caused by commuters traveling to and from work.
Visa a global payments technology company working in more than 200 countries and territories
worldwide to enable consumers, businesses, banks and governments to use digital currency.
The Challenge
Improving urban mobility through Visa's technology
The Final Concept
A service, connecting the stakeholders of urban mobility. Encouraging citizens to walk as part of their commute, while staying healthy and exploring local shops in the city. Helping  public transportation providers to reduce overcrowding on their network during peak-times, mostly caused by commuters traveling to and from work.
The Approach
Urban Moments as project can be highlighted by its process as well as the output. Having to work remote and collaborating on 3 or more timezones, we had to think out of the box to make things happen
Research
Public transportation in cities is often overcrowded during peak hours since work commuters travel in and out of central London. There is a correlation between the typical working hours of 9 to 5 and the two peaks during the day.
 Transport providers are increasingly facing difficulties with their demand management. This creates more discomfort and anxiety for passengers
The Mayor's aim by 2041 is that every Londoner achieves at least two, 10 minute periods of active travel during the day because Londoners are not active enough and are at risk of obesity and other health issues. London would benefit a lot from citizens walking just 20 minutes a day. Especially in health, £1.6 billion could be saved in NHS healthcare costs. Environmentally, 57kg of carbon could be saved per year. It would also help the local economy, knowing that people who walk spend 40% more in town centres than car drivers.
Target Group
We looked at different types of work commuters and segmented them by the following 3 parameters: Time-rich / Time-poor, More transport options / Fewer transport options, Price-sensitive / Less price-sensitive.
 We identified 8 different archetypes and prioritised those who are more time-rich as they are the ones who are more flexible so they could delay their arrival home, who have more transportation options because they would have the choice to walk or cycle and who are quite price-sensitive because they are the ones that would not take public transportation during peak times if it meant they could reduce their travel spending. 
Urban Moments is initially designed for professionals for whom the concept of getting home on time doesn’t exist. Also, for people who like to try new things and are always on the lookout for new places to explore.
OPPORTUNITY STATEMENT
KEY CONSIDERATIONS
One of the key considerations we followed in this project is to align our concept to Visa’s current mission which is to support local businesses. Urban Moments works as a platform for local brick-and-mortar shops to attract more and new customers. Having understood the way Visa operates, develops and delivers solutions, we needed to enable other players in the urban mobility ecosystem rather than directly intervening as a payment technology company. Urban Moments is designed for the public transport provider and the city government. Visa plays an orchestrating role between the city, the transport provider, local shops and the citizens. Covid-19 being the inevitable context of the project we speculated and envisioned its effects on urban mobility and our proposition since human expectations will probably change after this pandemic.
THE FINAL CONCEPT
CORE FEATURES
of Urban Moments
User view - Step counts
To use Urban Moments, users would sign in using their existing account with their transport provider. This would enable the transport provider to get a better insight into citizens’ travel behaviours. As the user starts walking during peak-hours, the step count is automatically activated. The app then tracks and converts their steps into Urban Points all in real-time. This data is stored and processed by the transport provider. The user gets and an indication of how much time is left until the peak time ends. They also have the option to pause or stop their step count in case they don’t want to be tracked on a certain part of their commute. At the end of the peak time, the step count is automatically deactivated.
By clicking on “insights” the user can see their contribution towards a reduction in Co2 emissions, congestion and other factors.
User view - Offers
On the recommendations page, users can filter offers based on their current location and available Urban Points to spend. 
Here they can access other users' reviews of the offers. Not only that but the system would automatically keep track of the number of steps taken to redeem an offer. This metric becomes another visual information for the user to get a sense of the quality of the service. After selecting an offer, the user receives a coupon. They can redeem the offer by showing the QR-code. 
Local shop view
Local shop owners fill in details of their offer and publish them on the platform to attract more customers. 
By using the scan function in the app local shops can validate coupons and then give out the offer. On the admin dashboard, local shops have an overview of their sales and details on redeemed offers. They can also access information about increases in revenue, new customers and repeat purchases.
VALUE EXCHANGE
WHO IS IT FOR?
Urban Moments is designed to be delivered to transport providers and cities to initially have better management of crowding levels during peak hours.

SUMMARY
Urban Moments is a service, encouraging citizens to walk as part of their commute, while staying healthy and exploring local shops in the city. It helps public transportation providers to reduce overcrowding on their network during peak-times, mostly caused by commuters travelling to and from work.
PROJECT REFLECTION:
WORKING IN THE TIMES OF COVID-19
Due to Covid-19 and its associated lockdown and safety measures, we had to quickly adapt to remote ways of working and collaborating in this project. This included rapidly developing remote facilitation skills using Miro and Zoom, running virtual discoveries, workshops, coming up with creative ways of prototyping urban mobility in times of lockdown and testing propositions and also having project tutorials with experts, local shops, potential users and our tutors. Working mainly across 3 different time zones - UK, Germany and South Korea - we had to establish new rituals and efficient ways of collaborating and communicating. In this project, we had the opportunity to collaborate and validate our proposition with some of the most senior experts at Visa. We have developed valuable creative and relational skills in running a project of such magnitude and have grown enormously as designers through these times of uncertainty.
Back to Top