personal project
Making the city feel new
Service design
Speculative design
Summary
We made Hereby, a travel service because people just aren't traveling, and it's damaging their health. Hereby empowers urban millennials to travel to unexpected, unknown places in the city and plans, drives, parks for them too.
Team
Service designer
Interaction designer
Transportation designer
Duration
4 months, part time
My Role
Managed the team, conducted secondary + primary research, recruited and interviewed users, created futures wheels, dynamic personas, ideated, animated the concept, created a Service blueprint
Have a break coming up?
Open the app. Tell it what kinds of places you like. Book the trip for a one time payment.
On the day of the trip, your Hereby van is here.
Just hop in. The surprise destinations, the driving, the parking, the multiple payments, Hereby manages it all.
Travel subscriptions
Make a habit of going out and exploring with the looping subscriptions. Every time you have a trip, review it so Hereby can personalise your next trip even better.
intial problem discovery
A sendentary lifestyle is on the rise
40%
of participants in a study say they have not traveled in a long time.
problem validation
Why is this a problem worth solving?
Participants who have not traveled for one year have a
70%
higher likelihood of suffering from depression.
Annals of General Psychiatry
primary research
Millennials suffer from higher rates of burnout than any other generation.
Heavy workloads and economic recessions aren't helping. How can we use travel to help?
insights
Traveling helps people refresh their life
Trip planning is so tedious, so expensive, it feels easier to stay in bed
Travel is about escaping, a break away from responsibilities
People want new, unconventional places
Dynamic personas
How will our traveler ideally evolve through the years?
What kind of traveler do we want to create? I created an ideal future user persona: the kind of traveler attitude we want in the future.
In 10+ years
the brief
Instead of waiting for one big, expensive trip Once a year, what if we could experience "Little Joys" that fit in our lifestyle more often?
What if we could make every trip in our own city feel new?
the final concept
To show the motion of the service, I made an animation of the prototype experience
And tested that with users. Didn't watch the animation before? Check it here:
Some thoughts people shared:
"
Some kind of commitment to go on my next trip could help up the outings.
"
Me and my partner once hopped into our car and just set off randomly, and we found so many places we never knew existed! This'd be great to explore the city.
"
My and my friends never know where to go, an option to plan with friends would be good!
future state service blueprint
What goes where?
The second round of user conversations helped me develop the concept further.
wireframing
Low fidelity iterations and feedback
Testing the Pick up and Schedule with users, I discovered that the time slots were confusing for users. I reiterated on the selection design and separated the date selection and trip package selection to make the screen less heavy.
Looping Travel subscription
After trying Hereby out, you can subscribe to Hereby trips
Constant curation
After every trip, your feedback helps curate a better next one.
Hereby has a database of spots specially selected and curated for personalisation.
The Hereby van
The Hereby van covers pickup, navigation, parking and drop-off
Supporting local places
Hereby teams helps bring customers to local spots in their database.
Promoting research
We worked with a transportation designer, whose process differed greatly from ours. We helped him understand the value of research and also built a shared plan that combined our preferences.
When in doubt, ask the users
When defining our direction, we were in a pickle about city travel or something else. Going back to research helped us out.
