A design proposal that addresses the "wicked" problem of urban transportation. 

Project Context:

The goal of this project was to understand how to get people not to drive alone and to present recommendations for design interventions that may impact this complex space.


Research + Ideation + Design Strategy

Secondary research, Expert interview, Competitive analysis, Opportunity and Trends mapping


Colin Barrett, Jeremy Friedland, Susanne Hsu


We began with in-depth secondary research into the problem space and quickly realized just how complicated and costly current transportation systems are. 

An expert interview with a civil engineer from Seattle Metro confirmed our initial assumptions concerning user behavior and the key drivers that impact transportation choices and behaviors.

This led us to examine the broader social, cultural, and technological contexts that helped us identify trends and shifting attitudes in the space. 


Our research and analysis can be boiled down to the following insights and opportunities.


  1. Perceived financial cost is a major driver of transportation choice.
  2. Flexibility comes with a price.
  3. Hidden time costs are associated with various parts of a trip. However, decisions are often based only on the perceived time spent.


  1. Help people quickly understand tradeoffs and make more informed decisions.
  2. Shorten the planning required for alternatives to driving alone.
  3. Surface the hidden costs associated with driving alone.

Our work was presented at the HCI+D Industry Summit to potential project sponsors, including representatives from Microsoft, HTC, Nytech, and Revel Consulting.

It also inspired work by other classmates to prototype a mobile app, Hitch Hiker.

Tradeoff matrix for various transportation options

Tradeoff matrix for various transportation options

Framework for analyzing transportation options. 

Framework for analyzing transportation options.