Spin Access
People-centered mobility equity
As micromobility becomes an important part of urban transportation networks, it is essential that companies center equity in their approach to providing mobility services. Spin, a shared e-scooter service, asked Gehl to redesign Access, its approach to addressing mobility equity, to win the license to operate in cities, and create more equitable mobility outcomes.
and community organizers. And Toole Design provided best-practices and conducted an “equity audit.” Together the teams participated in research, ideation, selection, and finalization of a set of prototypes to improve Access.
Ethnographic design-research
Challenges that prevent Spin Access riders from using the scooters are more keenly felt.
In late 2019, Gehl began an indepth analysis into how to make Spin services more equitable and accessible. This process began with an equity case study. Gehl led the project, supported by the design team at D-Ford and the transit advocates at TransForm. Gehl began by bringing trusted community advocates to the team and creating formal Community Advisor roles for Dr. Destiny Thomas and Keta Price, local urban planning
The team used a variety of methods to understand access and equity of Spin’s service and study the role of shared e-scooters in overcoming mobility barriers in low income communities. Such methods included 1:1 rider interviews, rider surveys, site observations, operations shadows, expert interviews, data analysis, prototyping and community open houses.
Informed by insights from the research phase, the team created a a myriad of opportunities for listening and engagement, revealed clear opportunities and challenge areas,
Facts
Location Nationwide Client Spin, a subsidiary of
Company
Ford Motor
Year 2019 More here
We know there is more to mobility equity than discounting rides. In 2019, Gehl led a process to help rethink ‘Access,’ –Spin’s mobility equity program – ultimately transforming the way in which Spin understands their business and services.Community Informed Prototypes & Equity Framework Spin Access riders have greater need for the value that scooters can provide. Spin Access riders have greater sensitivity overall to the quality of service delivered.
and developed nine prototypes to improve low-income access to Spin. Concepts ranged from new payment and pricing models, strategies for improving availability in low income neighborhoods, an empathetic communications protocol, and a re-imagined enrollment process. These concepts were vetted and refined in collaboration with Community Advisors and in two community open houses.
Gehl’s design process was driven by solving for challenges in the rider experience. The community-informed prototypes that the team developed were each paired with a set
- Tamika Butler
of recommendations for implementation. These design solutions uncovered business opportunities for the company , which Spin began implementing immediately.
The Spin Access microsite
The insights, findings, and developed resources were captured and published via the SPIN ACCESS microsite, which features a step-by-step guide for using people-focused design research in equity initiatives. For more, visit the site!
“Many people talk about equity, but aren’t open to doing the work to make change. With Gehl’s leadership, Spin really allowed us to push them and put everything on the table. It was a beautiful start to rethinking how they approach equity in their work.”1. Interviews, observations and design research led the team to focus on five improvements to make our service work for everyone: Active Inclusion, Easy Enrollment, Price Transparency, Reliable Availability, Low-Tech Redundancies.
Active
2. Improving mobility for those who need it most improves mobility for everyone.
Inclusion
Reliable Availability Price Transparency
Easy
Enrollment
1 2
Low-Tech Redundancies
