Move Minneapolis

UX Researcher | Digital Strategist | Brand Designer

As a leader in sustainable commuting, Move Minneapolis needed to better define their audiences and realign to their needs to keep up with new transportation trends. As a UX Researcher, I worked with the internal team to redefine their top three audiences, understand what motivates them, and find their pain points. I provided a strategic roadmap to align audience needs, streamline print and digital assets, and connect Minneapolis residents, employers and commuters with programs and resources to help provide better sustainable transportation experiences.

Role

  • Researcher - Trends and competitive analysis around sustainable transportaion in large cities, lagging ridership and more stay-at-home workers

  • Web & Marcom Strategist - Created play-by-play marketing strategy redefining audiences, personas and journey maps to align resource assets, create a new website architecture needed to build awareness

  • UX/UI Designer: Built Figma wireframes with priority guides for development and high fidelity prototypes to test new website features and audience user journeys

  • Graphic Designer: Built multiple Canva templates used for social posts, digital newsletters, printed marketing materials and a brand library for multichannel distribution

Tools

  • Google Drive | Forms | Documents | Sheets | Slides
    for content strategies, survey distribution and results, presentations for final design refinements, content storage

  • Adobe Creative Suite for design, branding and mockups

  • Figma for mind mapping, collaboration, design concepts, wireframing, user flows, prototypes and testing

  • Canva for brand assets and templates

Research

View the Research Deck

Commuters

What challenges do they have?

  • Getting going on public transit on their own

  • Lack of sustainable transportation options, program awareness & cost savings

  • Culture at home & at work is not in sync with sustainable living due to family and office obligations & time commitments making driving an easier option

  • Unreliable schedules w/ public transit

  • Fear of secure storage for bikes, scooters

  • Not safe to travel using active transportation at certain times of day

  • Work schedule doesn’t align with evening transit schedules

  • Driving is faster than public transit

  • Unfamiliar with mobility hubs and getting around downtown

What motivates them?

  • Transportation options that are safe, affordable, accessible, convenient

  • Being leaders for sustainable transportation and low carbon footprint in the eyes of the friends, family & their own principals

  • Cost savings from single car travel, including auto and parking expenses downtown

  • Sustainable actions of others & being good role models for their children, family, friends, and co-workers

  • Opportunity for improving their health & wellness by biking, rolling or walking to work

  • Opportunity to be stewards to Minneapolis as a city leader for sustainability and low carbon footprint in the world

What are they trying to do?

  • Save money by using public transportation or a mode of sustainable transit

  • Be good leaders in sustainability

  • Reduce stress and improve their health and wellbeing

  • Get to their job on time

  • Travel downtown to attend an event, game, show, dine or get to their hotel

What are their needs & goals?

  • Save money using public transportation or a mode of sustainable transit

  • Be good leaders in sustainability

  • Reduce stress, improve health and wellness

  • Get to their job on time

  • Travel downtown to attend an event, game, show, dine or get to their hotel

Research & Demographics

View the site map in full size

Recommendations

Inform

  • Highlight current newsletter and blog posts on the homepage 
  • Update website to create a commuter page tailored with modes to travel and link to programs, services and best practices with  information that is easy and quick to find a travel mode based on their activity need
  • Inform people on how they can make a difference by posting data on lowering carbon footprints and creating monthly “Did factoid tracker stats for viewing results
  • Refresh existing content to include more imagery with cause and effect - do this, it benefits us all vs. do this, it hurts us all 
  • Create new campaign for Move Minneapolis as your sustainable mode helper (North Star) to give people an easy way to make a difference one trip at a time with a “Make a Sustainable Move” challenge
  • Create a map with mobility hubs, safe travel routes, bike/scooter secure lock up areas on website

Content Creation

  • Refresh existing content to include more imagery with cause and effect - do this, it benefits us all vs. do this, it hurts us all 
  • Create new campaign for Move Minneapolis as your sustainable mode helper (North Star) to give people an easy way to make a difference one trip at a time with a “Make a Sustainable Move” challenge
  • Create a map with mobility hubs, safe travel routes, bike/scooter secure lock up areas on website

Grow Engagement

  • Create new campaign for Move Minneapolis as your sustainable mode helper (North Star) to give people an easy way to make a difference one trip at a time with a “Make a Sustainable Move” challenge
  • Refresh existing content to include more imagery with cause and effect - do this, it benefits us all vs. do this, it hurts us all 
  • Create a map with mobility hubs, safe travel routes, bike/scooter secure lock up areas on website

New Site Map

View the Site Architecture Full Size

Branding Assets

Instagram

Easy-to-use Canva templates were built for create Instagram posts to drive traffic to the full list of programs and services available for commuters on the redsigned website.

Campaigns & Print Templates

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