The Challenge
Users are unaware of the true cost and footprint of how they move.
Users had limited visibility into the financial and environmental impact of their daily mobility choices - and no tools to understand what changes were actually feasible given their constraints. BNP Paribas and Arval saw an opportunity to enter the Mobility-as-a-Service market and needed research to validate the direction.
The Approach
Listen across five countries. Then build something in a week.
Working with BVA Group, I led a multi-country qualitative research study to understand how people make mobility decisions - when, why, and how they consider changing. The insights directly fed a one-week design sprint to co-create and test a mobile concept, which was then iterated and embedded in BNP Paribas's daily banking environment.
My Role
Qualitative research (scope, recruitment, 60 interviews, analysis), design sprint facilitation, user testing, UX & UI design
Process
Step 01
User Research
60 semi-directive interviews across 5 countries to map mobility decision-making: when, why, and what drives change.
Step 02
Cognitive Map
A detailed decision-making framework mapping triggers, blockers, and levers for mobility behavior change.
Step 03
Design Sprint
1 week to co-create and user-test a mobility optimization concept with business stakeholders and end-users.
Step 04
Design Iteration
Iterated prototype based on user feedback, then placed the concept within BNP Paribas's daily banking mobile app.
User Needs, Pain Points & Personas
Segmented user profiles (The Car Addicts, The Hesitating, The Trapped) with behavioral triggers and mobility levers.
Cognitive Map
A decision-making framework detailing the full process by which users consider changing their transportation modes.
2 Mobile App Concept Prototypes
High-fidelity interactive prototypes for mobility diagnostics and goal-setting, tested with users and embedded in banking app.
User Research Evangelized
Multiple business units acknowledged the value of research at project start, choosing to expand the scope of work.
Design Principles Adopted
The double diamond approach and iterative mindset were adopted by the business unit as standard practice.
Value Proposition Embodied
Refined value proposition was tested, implemented in the daily banking app, and used for promotion in other markets.
User & Business Goals Converged
Users' mobility needs and the business goal of utilizing internal assets aligned perfectly in the solution.
Economic & Operational Model
Business unit built an operational model including roles and responsibilities for the bank and potential partners.
Opportunity Identified Across Markets
Based on research, concept, and economic model, the bank identified and validated the business opportunity in multiple markets.
Organisation
BNP Paribas PACE (Paris), Arval, BVA Qualitative Factory
My Role
Qualitative research, design sprint facilitation, user testing, UX & UI design
Team Members
Innovation Managers, UX & UI Designers
