The transition from a product-based nature to a service-based one is something well known in the business from the past few decades. It all started at the beginning of the 21st century and only in recent years this movement has developed also within the field of urban mobility. This evolution finds its roots in the ever-increasing number of mobility services and solutions to get around in a smart way. In this completely new scenario, users feel the need to find resourceful digital solutions which allows them to find their way around in the midst of numerous means of transportation in an easier and faster procedure, especially within large urban centers. This thesis aims to highlight the research studies and the design plan that had been carried out for the development of the new MooneyGo mobile app, that will replace the current myCicero, belonging to the Mooney and Pluservice companies. The application includes various mobility services, allowing the user to immediately select the best option for their journey, with the plus of finding even more innovative, flexible, convenient and eco-green solutions. The first chapter of this thesis introduces the concept of integrated mobility (MaaS), highlighting its main characteristics and the benefits it can bring from an economic, social and above all environmental point of view. After that, an introduction is then made of the company Mooney, describing its mission, vision and values and what prompted it to enter the world of mobility. In the following chapters, we will analyze the Italian and global context of the mobility sector, introducing the new application and the market in which it will fit. A competitor analysis is then introduced in order to identify best practices and weaknesses so that it is possible to evaluate a SWOT analysis. We conclude with the app interface development process: from the wireframes directed and developed by the UX division, passing through the creation of a Design UI kit with all the user interface design declinations that follow.
Un tratto noto, oggigiorno, in relazione all’andamento di diversi settori di mercato è il loro passaggio dalla natura product-based a quella service-based: una tendenza che ha mosso i suoi primi passi agli albori del XXI secolo. Questo trend si è sviluppato recentemente anche all’interno del panorama della mobilità urbana, dove tutti hanno a disposizione un numero sempre più crescente di servizi di mobilità e soluzioni per spostarsi in modo smart. In questo nuovo scenario, gli utenti avvertono l’esigenza di trovare delle soluzioni digitali a portata di mano che permettano loro di orientarsi facilmente e più rapidamente tra le numerose offerte di trasporto, soprattutto all’interno dei grandi centri urbani. L’obiettivo di questa tesi è di mettere in luce il lavoro di ricerca e progettazione che è stato effettuato per lo sviluppo della nuova applicazione MooneyGo che andrà a sostituire l’attuale myCicero, appartenente all’azienda Mooney e Pluservice. L’applicazione racchiude in sé svariati servizi di mobilità, consentendo all’utente di poter selezionare in maniera immediata l’opzione migliore per il viaggio che intende percorrere trovando soluzioni sempre più innovative, flessibili, convenienti e green. Nel primo capitolo di questo elaborato, si parte introducendo il concetto di mobilità integrata (MaaS), evidenziandone le sue caratteristiche principali e i benefici che riesce ad apportare dal punto di vista economico, sociale e soprattutto ambientale. Dopodiché, viene fatta un’introduzione all’azienda Mooney, descrivendone la sua mission, vision e valori e ciò che l’ha spinta ad entrare nel mondo della mobilità. Nei successivi capitoli invece, si andrà ad analizzare il contesto italiano e mondiale del settore della mobilità, andando ad introdurre la nuova applicazione e il mercato nel quale si inserirà. Per questo motivo poi, è stata attuata un’analisi sui competitor in modo tale da individuare le best practice e i punti deboli per andare successivamente a formulare un’analisi SWOT. Infine, verrà descritto il processo di sviluppo dell’interfaccia dell’app: dai wireframe diretti e sviluppati dalla parte UX alla creazione di un Design UI kit.
MooneyGo : customer experience e mobile app : il progetto per la creazione di valore attraverso l'offerta di soluzioni di mobilità integrata (MaaS)
D'Orto, Elisabetta
2021/2022
Abstract
The transition from a product-based nature to a service-based one is something well known in the business from the past few decades. It all started at the beginning of the 21st century and only in recent years this movement has developed also within the field of urban mobility. This evolution finds its roots in the ever-increasing number of mobility services and solutions to get around in a smart way. In this completely new scenario, users feel the need to find resourceful digital solutions which allows them to find their way around in the midst of numerous means of transportation in an easier and faster procedure, especially within large urban centers. This thesis aims to highlight the research studies and the design plan that had been carried out for the development of the new MooneyGo mobile app, that will replace the current myCicero, belonging to the Mooney and Pluservice companies. The application includes various mobility services, allowing the user to immediately select the best option for their journey, with the plus of finding even more innovative, flexible, convenient and eco-green solutions. The first chapter of this thesis introduces the concept of integrated mobility (MaaS), highlighting its main characteristics and the benefits it can bring from an economic, social and above all environmental point of view. After that, an introduction is then made of the company Mooney, describing its mission, vision and values and what prompted it to enter the world of mobility. In the following chapters, we will analyze the Italian and global context of the mobility sector, introducing the new application and the market in which it will fit. A competitor analysis is then introduced in order to identify best practices and weaknesses so that it is possible to evaluate a SWOT analysis. We conclude with the app interface development process: from the wireframes directed and developed by the UX division, passing through the creation of a Design UI kit with all the user interface design declinations that follow.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/196690