Digital Service Design / Visual Crafting
Whim is a mobile app that frees you to travel wherever and whenever, using public transport, taxis, brand new cars and more. You can buy a monthly package to cover all your daily journeys, or pay as you go for multi-transport tickets. The digital platform integrates end-to-end trip planning, booking, electronic ticketing, and payment services across all modes of transportation, public or private. It’s a marked departure from where most cities are today, and from how mobility has been delivered until now.
According to recent studies, the average passenger car is parked 96 percent of the time, taking up valuable real estate within already crowded cities. In the modern digital era, services like Netflix and Spotify have changed the way people use and pay for services - why don’t we do the same for urban transportation?
That’s what happening here in Helsinki. Whim is the world’s first ever MaaS (Mobility as A Service) solution, offering users a way to plan and pay for all types of public and private transportation within the city, such as bus, tram, train, taxi, rental cars and bikes.
Whim finds and recommends the best route and available transport type for each journey. The user still has the freedom to choose between different rides, paying either by a monthly subscription or per ride.
To get people to even think about ditching their own car, the alternative has to be not only as good, but better. The creators of Whim want to prove that their service truly is better, and have set a goal: by 2025, car ownership will be a thing of the past.
It seemed like a complicated task to unify the combination of different conventions, ranging from the simple process of renewing your public transportation ticket to the complex process of renting a car, in the same UI. What’s more, everything needed to be as simple and easy-to-use as possible. Focusing on the core functions of services gave Whim a more balanced user experience, more so than the original services by themselves.
The world’s first ever MaaS solution was launched in the Helsinki Region in 2016. The Whim app will be in constant development throughout 2017, so be sure to tune in to discover which new disruptive features will be launched to revolutionize urban transportation.