The Everyday Mobility Hub: A Smart City Solution for Integrated Journeys
Jaklingko is the first MaaS (Mobility-as-a-Service) provider in Indonesia designed to integrate payment and enable users to get connected between a plethora of transport modes in Jakarta.
With the diverse urban commuting landscape, the Jaklingko team strives to build a strong foundation for the Jaklingko app to ensure a scalable framework and future-proof foundation. Throughout the process, while integrating stakeholder vision both from the public transportation and business intentions.
To do so, it's imperative to further understand how Jakarta urbanites commute and identify opportunities to address today's and tomorrow's urban mobility issues.
The team aims for the most effective research strategy to understand diverse urban riders and tailor optimal solutions to ensure Jaklingko's dominance in the everyday mobility landscape.
As Jaklingko's strategy partner, Sixty Two designed a research approach to optimize data collection and generate actionable insights. This multi-layered approach - encompassing diverse methodologies, will inform product optimization, facilitate scalability, and rigorously test new concepts, ultimately propelling Jaklingko towards becoming the leading all-in-one mobility app.
- Customer Research
- Product Strategy
Category
- Opportunity Discovery
- Consumer Experiences
Synergistic Research: A Holistic Approach
Employing a multi-method research approach, we integrated a mix of primary and secondary research methods, along with other initiatives to uncover in-depth insights into the needs, preferences, and experience of the urban commuter. This includes examining touchpoints across public transport, mobile apps, payments, and more. Through first-person testings, desktop research, in-depth interviews, and iterative workshops, the team uncovered actionable key insights to drive product strategy and direction.
Our Approach
Discerning stakeholder visions, the current urban mobility landscape, and user behavioral archetypes through primary & secondary research
Identified opportunities and crafted a set of design principles to workshop further into user-centric solutions
Leveraging insights and guidelines to workshop innovative, user-centric solutions and design suggestions for the product
Following initial desk research and stakeholder alignment session, the team focused on conducting in-depth interviews distributed among Jakarta commuters; including both Jaklingko users and non-users. This comprehensive research explored the commuter experience across various touchpoints to gain a holistic understanding of their needs.
Leveraging these insights, the team meticulously mapped the entire end-to-end commuter journey - where information heirarchy was defined for each phase and a card sorting method was employed to formulate a priority list. The resulting user personas and archetypes then informed the identification of key "How Might We" opportunities for each user segment. This allows us to identify and develop targeted engagement strategies to optimize the Jaklingko app experience and enhance commuter satisfaction.
How Might We transform a mobility app to solve user's need beyond mobility and create an integrated everyday ecosystem?
I find myself switching between several apps. Some don't offer everything you need, and others have more reliable features like; payments, navigation, schedule, live tracking, etc.
Understanding Relationships
As pivotal elements in this context, it's essential to first understand the relationships commuters have towards public transportation and mobile apps.
Through user research, including cultural exploration and in-depth interviews, we identified key factors influencing a rider's experience. These includes main motivators for commuting, the need for accurate information, perception towards mobility apps, and more.
By understanding pain points and preferences from commuters, it will help drive future solutions that are user-centric and impactful for their everyday needs.
Wallet Warriors: Decoding Commuter Payment Preferences
Jaklingko, as a payment integration platform, navigates a diverse financial landscape in Jakarta. Commuters utilize various payment methods – cards (or "e-money"), digital wallets, cash, and more – each with distinct user preferences. Our research reveals a correlation between commuting frequency, user comfort levels with technology, and socio-economic factors influencing openness and preferences towards alternative payment options.
By delving deeper into commuter motivations and payment behaviors, we can design tailored solutions that seamlessly integrate with their preferred payment methods. This strategic approach ensures Jaklingko's payment integration remains user-centric and adaptable to evolving preferences.
Mobility Meets Lifestyle: User Preferences for Multi-Functional Apps
Our research reveals a critical distinction in user perception between purpose-specific apps and those considered as everyday tools. Notably, we've found that once mobility apps start to introduce lifestyle-related features, it gains a stronger perception of being recognized as an everyday app rather than purely a mobility app.
This distinction is strategically significant, as users develop distinct relationships and habits towards apps considered as everyday apps versus mobility-focused service apps. As demand intensifies for integrated solutions beyond just transportation, understanding this user behavior positions Jaklingko to capitalize on the potential transition towards an everyday mobility direction.
Understanding Nuances and Decision Making Factors
In-depth observation of the commuter experience and its nuances unveils critical factors influencing the decision making process throughout the commuter journey.
This understanding is visualized in the 'Commuters Spectrum Diagram' to identify the different commuter persona types; outlining their motivations, preferences, and travel behaviors. By leveraging this framework, we can establish a foundational benchmark to tailor solutions and engagement strategies for each archetype and drive product directions to remain aligned with current and future commuter needs.
Confident Commuting: Stepping Out of Comfort Zones, One Ride at a Time
Utilizing our framework, our research delves and dissects into the key factors that build commuter confidence. This understanding sheds light on their openness to exploring new routes, utilizing diverse transportation options, and embracing innovative payment and technology solutions. Ultimately, these factors influence commuter perceptions of efficiency and comfort, shaping their preferences for routes, modes of transport, and payment methods.
Beyond the Fare: Economical Mindset Fueling Commuter Journeys
Our research has identified key economic mindset and factors influencing commuter behavior, whether it be their evaluation of value propositions, preferred payment methods, and overall budgetary approaches to daily mobility.
By understanding these factors, we can ensure our designed solutions align strategically with the user market's capabilities and preferences. This, in turn, positions Jaklingko payment solutions for optimal adoption and market leadership.
Mapping the Commuter Journey, From First Stop to Happy Hop Off
Leveraging the data gathered, we constructed a comprehensive end-to-end user journey map for the commuter experience. This map serves as a strategic tool for identifying key pain points, untapped opportunities, and areas for growth. By analyzing these insights, we can pinpoint how to tailor Jaklingko solutions to better address the specific needs and preferences of commuters.
Scalable Framework for Success
Outlining opportunities and sectors of focus through "How Might We" exercises, we've formulated data-driven thinking guide principles to make sure that JakLingko is meeting users expectations, bringing comfort and less anxiety when they're interacting with the product, and maintaining proven design principles to ensure a beneficial factor in business as it will lift the general impression of the product as a complete product and service provider.
This actionable guide will serve as the driver for upcoming user-centric solutions and iterations to shape the future of the product and ecosystem on its roadmap to become the leading everyday mobility solution in Jakarta.
