The Goal- Mobility as a Service
ANWB (Royal Dutch Touring Club) aims to establish itself as the leading mobility service provider in the Netherlands, evolving from traditional roadside assistance to comprehensive mobility solutions — transitioning from incidental relevance to everyday indispensability. ANWB’s vision for the future of Mobility-as-a-Service (MaaS) is to become a key service provider and integrator, delivering a complete ecosystem for mobility — encompassing information, advice, access, payment, and user experience.
Demo of the MaaS system
Project Iterating Process
Knowing The Problems
Before moving into prototyping, we sought to gain a deep understanding of the problem by stepping out of the office and engaging directly with real commuters through on-the-ground user interviews.
Commuter interviews: To help narrow down the scope of the project
A team of 4 of us interviewed 60 participants across various areas of train stations. These conversations revealed key obstacles and practical needs, helping us define and frame the core design challenge.
Design Challenge: "How can ANWB create a smoother mobility transition that results in car users being more open to additional methods of transportation ?"
Brainstorming
We explored societal, economic, and technological trends shaping the future of mobility over the next five years. This research informed the creation of inspiration cards—a curated mix of domain and technology insights—designed to support discussions in the upcoming client workshop. Building on our user research, we brainstormed a wide range of concepts before converging on the most viable directions. To ensure alignment between the design team and the client, we facilitated a co-creation workshop with key stakeholders.
Co-creation Workshop
Inspiration Cards Workshop
To foster deeper collaboration, we facilitated a workshop with key stakeholders at ANWB. The session aimed to:
- Gather additional insights from mobility experts to inform the next brainstorming phase;
- Explore potential strategic directions and new positioning opportunities;
-Actively involve the client in the creative design process.
The inspiration cards played a crucial role in reframing the challenge and narrowing the focus toward achievable, high-impact outcomes.
Results analysis
The workshop successfully achieved its defined objectives, largely through effective expectation management.
Together with the stakeholders, we identified key values to guide the final product: transparency, predictability, certainty, and proactivity — all contributing to the overarching goal of reducing user stress.
Together with the stakeholders, we identified key values to guide the final product: transparency, predictability, certainty, and proactivity — all contributing to the overarching goal of reducing user stress.
Reframing Design Challenge
After narrowing our focus to a specific problem space and exploring emerging technology trends that could address the identified needs, we defined a new concept direction: Smart Switch.
"Get commuters who transition between modes of transport to have a less stressful moment of switch by using the new ANWB Onderweg app."
Further research on the data visualization, ANWB existing "Onderweg" app, future technology, and competitors apps
The client responded positively to the Smart Switch concept. Building on this direction, we explored multiple user journeys to address diverse needs that arise during the moment of switching. These included:
- Wayfinding assistance
- Accurate travel updates and alerts
- Awareness of unexpected weather changes
- Alternative transport solutions following cancellations
- Productivity during waiting periods
- Hands-free voice applications
- Information on urgency and travel times
- Avoidance of crowded spaces
- Reduction of stress caused by uncertainty
Prototype
Ideation and prototyping aimed at generating actionable strategies to optimize traffic flow and enhance overall mobility efficiency.
Wireframe of "Onderweg" App
On the way App
User Interface Design
User Testing
To assess user preferences between voice and interface interactions, we conducted on-site user tests with 20 participants to ensure representativeness.
Key Insights from User Testing
Clear task flows improved confidence
Users quickly understood how to start and complete key actions, such as finding services or viewing nearby events. The simplified layout and consistent button styles helped reduce hesitation during navigation.
Visual cues increased engagement
Participants responded positively to the use of visual elements — especially photos and map previews — saying they made the app “feel alive” and encouraged exploration.
Some confusion around secondary actions
A few users were unsure whether icons like “save” or “share” performed immediate actions or opened additional options. This indicated a need for clearer micro-interactions or tooltip guidance.
Personalization was well received
The “active suggestions” feature was frequently mentioned as a highlight. Users liked that recommendations appeared contextually rather than as a separate feed.
Opportunity for onboarding improvements
New users wanted a brief introduction to understand what the app offers. A short onboarding screen or guided walkthrough could increase first-time success.
Outcome and Learnings
User testing revealed that while the overall concept resonated strongly, users needed clearer navigation and better onboarding. After refining the information architecture, simplifying icons, and adding a short introductory flow, participants completed key tasks more quickly and with greater confidence.
Follow-up testing showed a smoother user journey and higher satisfaction, with most users describing the experience as “simple” and “personal.” The project reinforced the importance of validating early design decisions through testing, and demonstrated how small interaction details — such as contextual suggestions and visual feedback — can greatly enhance user trust and engagement.