Strategy • Art Direction • UX/UI Design
Teammates: Marissa Liu, Alexandra Daniel, Thomas Freeman
Brandcenter Project - 3 weeks
A new eco-friendly reward system for those commuting in and around Washington D.C.
Strategize and design a product or service that can help lower the CO2 emission problems that are currently contributing to climate change.
Most people will say that they want to help lower emissions but more than likely will not change their habits due to convenience.
D.C. Metro App with the new eco-route reward system will incentivize users to choose routes that produce less emissions.
CO2 emissions are one of the leading factors causing climate change.
The majority of emissions within the US are caused by transportation.
Ridership of public transit is decreasing.
Transit use fell in 31 of the 35 largest metropolitan areas in the country from 2016-17.
In seven of the US’s largest cities, 24% of riders decreased their transit use in 2018, 15% from “all the time” to “occasionally.” 9% abandoned all together.
Don’t blame Uber, blame private transport - 54% of respondents in these same seven cities had full-time car access, just 43% in 2016.
It’s not that people don't care about the environment - they just don't want to sacrifice convenience.
Changing behaviors isn't easy
When given multiple choices, people are most likely going to pick the one that is easiest or cheapest. How do you try to change that behavior?
Nannying: restricting individual behaviors (ex. cigarette taxes)
Nudging: providing information as encouragement (ex. counting steps)
Incentives: Using bribery to get the desired behaviors (reward programs)
While nannying and nudging can seem to be an overstep to consumers, incentives having been being used increasingly lately because they are proven to encourage behavior change without taking punitive measures.
Get travelers to choose a better transportation option by providing an impactful incentive.
Why we chose Washington D.C.
Large population: 6+ million living in the metro area.
National leader in environmental initiatives.
Hybrid city: most residents still use personal cars but the city has a well-established metro system.
18% of residents are transport curious (early adopters of new services)
36% are drivers who dabble (drivers who will occasionally use the metro system)
DC resident consumer journey (click to enlarge)
Breaking down the key features
On the app, each form of the metro is put into different "tiers" which leads to how many eco-points per mile you get comparative to the amount of emissions you are helping save.
Plugging in your destination
The basis of the app is like any other navigation application. You can plug-in point A and B of your upcoming trip to see route options.
Browsing the routes
Not only can you now see the fare and times but now you can see which route is the most eco-friendly way to get to your destination. This is indicated by the leafs now included with ride information.
After your trip, you are notified about the amount of eco-point that you have received from your route.
After accumulating enough points, they can be transferred into credit. Which can be used in future rides on D.C. metro. Here you can see not only your point total but the total emissions saved in the city.
The eco-route will be not be announced where current riders are (bus stops, subway stations) but will be announced through targeted ad spots to people living in the general D.C. metro area.