SPECIAL INSTRUCTIONS FOR THE ASSIGNMENT:
Michelle_Michy
20200506193637wireframing_assignment_11.pptxYouth Transport as a Service
The Future of Children and Mobility
Wireframing Assignment
Urban mobility for school children
Overview
In this assignment, you will play the role of a Product Manager for UrbanMobility, a startup company that is exploring new solutions to address urban mobility challenges.
A specific problem you have identified is the transportation of children to and from school in urban areas.
The following are your key activities in this assignment:
Complete the Jobs To Be Done template for parents and children
Create a wireframe for a mobile application for the SmartBus concept (more information coming up)
Youth Mobility Trends
1969
2018
Even when schools are ¼ or ½ mile away (a distance easily covered on foot or bike) family vehicles account for half of school trips
In LA, ~10% of children use public transportation
Trends have shifted dramatically since 1969 for children in urban and suburban areas.
There is wide variability in public transit across urban cities
In Chicago, ~30% of children use public transportation
Access
Safety
In low income neighborhoods, 25% of children travel more than 4 miles to school
The logistics and complexity of travel to and from school influence punctuality, absences and ability to participate in afterschool activities
Additionally, access to quality schools is hampered by lack of transportation options
Kids who ride the school bus breathe in 5-15x more than they would otherwise.
Children exposed to traffic pollution are more likely to have asthma, permanent lung deficits, and a higher risk of heart problems
Among children ages 5 to 14, there has been a 74 percent increase in asthma cases in the last 25 years
Congestion
33% of traffic in the US caused
by cars to and from school
School-related traffic congestion “poses a threat to the safety of the students, teachers, parents, residents, and motorists in and around school sites”
Children from low-income families are twice as likely to walk to school and face greater risks of being injured
Pedestrians are over four times as likely to be killed by a school vehicle than other vehicles
Pollution
Pain Points for Youth Mobility to School
The School Bus Today
One of the largest sources of mass transit in the US today has remained largely unchanged since the 1970s.
Stagnant Technology
Most current school buses lack air conditioning, seat belts and other features found in most cars
Long Commutes
In cities, school bus rides for the furthest children can be 4x as long as others’ due to the current hub and spoke model.
Budget cuts have decreased routes and
increased commutes.
Poor Utilization
School buses are not used outside of school hours and can be parked for up to 94% of a 24-hour period.
Customer Insights
Customer Survey - Parents
UrbanMobility surveyed 204 parents with children between the ages of 5 and 15.
Parents spend a lot of time driving
90% of parents drive their children. Of these parents, most spend at least 30 minutes per day. 37% of parents spend over an hour!
What parents care about in transporting children
Summary of Customer Insights
Parents spend a surprising amount of time chauffeuring their children between activities
Children attend a highly diverse (and growing!) set of activities after school
Safety is of top priority (supervision, vehicle safety, interactions, privacy/security)
Parents want to spend less time and effort than current solutions as top 10% of parents are spending over 2 hours a day commuting their children
Many children require allergen free environments, such as vehicle interiors which have not been exposed to peanuts & access to epi-pens
When developing solutions, we need to watch out for….
Replacing the parent with another type of supervision requires
substantial trust
Any decision surrounding children is not only functional, but also highly emotional
Opportunity Hypothesis
How might we transport K-8 children in urban areas safely and efficiently with minimal parental effort and supervision?
41 and 45
years old
2 children (9 & 11)
live in Ravenswood
Mark - financial analyst @ Merch Mart
Jane – Creative director @Leo Burnett
| Current Transit Solutions | Concerns | Objectives | Key Results |
| Jane drives Mark takes Metra to work Kids get around via Jane driving them or carpools | I arrive late or leave early sometimes to drive kids Carpools are unreliable/unfair No CPS bus Too young for public transit | 1) My child is safe | 1) My children arrive to/from school + activities safely and on time |
| 1) Being a good parent | 1) I know where my children are | ||
| 1) Perform well at work to provide for family | 1) I reduce the amount of work I miss |
Parent Persona - Jane and Mark Wilson
Exercise 1: Jobs to Be Done
Jobs to Be Done
List the Jobs to Be Done (JTBD) for parents as well as for children
Make sure you list functional jobs as well as social/emotional jobs.
Limit yourself to 15-20 jobs overall.
Describe each job using the template provided (see next slide):
Template for JTBD
Jobs for Parents
Jobs for Kids
Functional Jobs
Social/Emotional Jobs
Exercise 2: Wireframing
SmartBus
The Autonomous School Bus
The SmartBus is an autonomous, zero-emission electric school bus designed to safely and conveniently transport children ages 5-15 to school and the other activities throughout the week with mixed utility outside of peak hours. It is supposed to have everything from optimized & dynamic routing, vehicle design, parental controls, service model, and is designed with the child’s safety and well-being in mind.
Solution Concept : The SmartBus
Creating a Wireframe for the SmartBus Mobile App
Parents will communicate with the SmartBus through a mobile app
Create a wireframe for the SmartBus application that parents will use to communicate with the SmartBus
The wireframe should implement the high-value jobs that you have identified in the previous step of the exercise
Limit yourself to 6 to 8 screens for your wireframe
Use the wireframing tool, Balsamiq, for this assignment.
Using Balsamiq
Balsamiq is a wireframing tool and graphical user interface mockup that helps create or sketch a website or an app easily.
Visit www.balsamiq.com
Balsamiq comes in three versions – Balsamiq Cloud (web app), Desktop, and Google Drive.
All three have a free 30-day trial version - https://balsamiq.com/wireframes/
For a quick tutorial on how to use Balsamiq, watch these short videos: https://www.youtube.com/watch?v=CbARANUlIMY
