How do we move Mobility design forward?
This question is being discussed across many industries: vehicle OEMs, local government transport providers, autonomous tech startups, national sustainable travel initiatives, and even at COP conferences. Everyone recognises the need for change in how we move, but shifting ingrained behaviours has proven difficult.
One of the biggest challenges is getting organisations, especially across the public and private sectors, to collaborate effectively. Humans are often looking for simple solutions, but mobility is a complex issue that requires interconnected answers. Private companies need to create profitable products, while public organisations must serve the community. The challenge is finding common ground between these differing goals. They understand the need to collaborate, but many don't know where to start.
We already know that private cars, vans, heavy vehicles, and shipping are responsible for the bulk of CO2 emissions in the transport sector, contributing to nearly a quarter of global greenhouse gas emissions. This impact on the environment, our health, and the planet’s future is undeniable. We need a paradigm shift in how we approach travel and logistics.
Understanding the movement of people and goods
Mobility can be broken down into two main areas: the movement of people and the movement of goods. While they are interconnected, each has distinct criteria for success. This article will focus on the movement of people. Logistics, while fascinating, deserves its own discussion.
The key challenge in moving people away from personal transportation to shared mobility is understanding human behaviour. Shared mobility is more common in urban areas, but this is less so in rural regions. To drive change, we must understand human behaviour and what makes people feel safe, secure, engaged, and enriched. It’s not enough to make shared mobility the "worthy" choice—it must also be aspirational.
The role of the private and public sectors
To find solutions, the private and public sectors need to work together. Both have extensive research into human behaviour, but from different perspectives. By connecting the data from both sides, we can begin to design services and products that address the factors influencing people's mobility choices.
At AFRY, we see this approach in action through our experience- and service design teams. A person’s behaviour changes based on the environment. What someone does privately often differs from what they do publicly. Understanding these behavioural shifts helps us better design urban and traffic plans, mobility hubs, systems and interfaces to ensure smooth and efficient movement.
Singapore is a prime example of successful integration between public and private transportation. Its public transport system, including trains and buses, is seamlessly connected to private ride-hailing and car-sharing services – all accessible through a single app. This integration eliminates the traditional silos between public and private mobility, providing a smooth experience for users.
Client collaboration and MaaS integration
When working with clients, particularly vehicle OEMs and ride-hailing companies, at AFRY we explore how their products and services can be designed for integration into a Mobility-as-a-Service (MaaS) framework. We also ask public transport operators what they can learn from the private sector, especially in terms of durability, safety, desirability and user choice. This cross-sector collaboration is where things get interesting: by blurring the lines between traditional transport modes, we unlock new possibilities.
AFRY’s role in connecting the dots
At AFRY, we are uniquely positioned to bridge the gap between the public and private sectors. Our deep expertise across mobility sectors allows us to connect different players and inform their decisions. For example, we’ve supported Skånetrafiken in Malmö with mapping and customer insights for MaaS solutions, digital signage for Västtrafik in Gothenburg, mobility services and user interfaces for SL and public transport in Stockholm and provided user research for the expansion of the Öresund train.
We’ve also worked on the PONS mobility pod for NEVS, robot taxi for ZOOX, designed bicycles for Crescent, and collaborated with global car manufacturers on various projects.
Our work provides invaluable insights into the mobility sector, allowing us to connect clients across industries. We serve as the “glue” that binds the public and private sectors together, helping to drive meaningful change in the world of mobility.
