Service Design for Santander Cycles
Redesigned Santander Cycles’ service to improve usability, inclusiveness, and sustainability — with a stakeholder-driven approach to promote cycling across diverse communities in London.
RESEARCH
Conducted research on Santander Cycles' service design and innovation strategies, focusing on its role in London’s infrastructure and identifying potential improvements through collaborative frameworks
Methodology
The study utilized qualitative and strategic design tools to analyze the service, including the Value Proposition Canvas to map customer needs, Stakeholder Mapping to identify public and private influencers, and Customer Journey Mapping based on offline observations to pinpoint friction areas. Additionally, the team conducted online observations of platforms like TripAdvisor and Reddit to gauge public sentiment and developed user personas for "Daily" and "Casual" riders to understand varied motivations and barriers
Results
This strategy will address current usability issues and ensure the service is accessible to people from diverse backgrounds in London. By focusing on social impact and active stakeholder participation, Santander Cycles aims to promote cycling as a sustainable mode of transportation and contribute to a healthier urban environment while adapting to the evolving needs of its users.
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