BIRD
BIRD
2026
MICROMOBILITY
SERVICE DESIGN / UX RESEARCH
PALLAVI CHATTORAJ / LEAH SAVAGE / IGNACIO / RICARDO GONZALEZ
Service Design for gender parity in shared micromobility by focusing on the "last mile" thread.
Parsons partnership with Bird to study how adoption and access can be designed for non-traditional riders.
TASK
Research, develop a strategic roadmap for how to expand access and ridership among underrepresented groups, particularly women and non-traditional riders, while staying realistic about fleet, safety, and city-partnership constraints.
RESEARCH PLAN
Desk research: across industry reports & city case studies (NYC East Bronx pilot, California, Atlanta, Portland) + internationally (Paris, Madrid, China, Copenhagen)
Field research: Bronx, Manhattan service safaris, physical traces and rider behavior
Guided Surveys: A/B testing over 100+ respondents
User Interviews: 15+ focused interviews with riders and non-riders (Bronx and beyond)
Usability Studies: Over 10+ people pbserved through micro-tasks
'How Might We' scenario modeling: Structured exploration through open-ended personas and POV statements
KEY ANCHORS
Carry-pattern findings:
phone near-universal, totes/purses outnumbering backpacks, hands-free carry common despite bag use, caregiving items (strollers, dogs) as unaddressed friction.Systemic issues:
Product Design, Infrastructural & Civic, Cultural, Linguistic, Gender
KEY INSIGHT
Landed on safety as the throughline insight, specifically that women carry more (caregiving, trip-chaining) and can't use the service the way it's currently designed.
DESIGN INSIGHT
When you design for the most constrained user, you build something better for everyone.
Parsons partnership with Bird to study how adoption and access can be designed for non-traditional riders.
TASK
Research, develop a strategic roadmap for how to expand access and ridership among underrepresented groups, particularly women and non-traditional riders, while staying realistic about fleet, safety, and city-partnership constraints.
RESEARCH PLAN
Desk research: across industry reports & city case studies (NYC East Bronx pilot, California, Atlanta, Portland) + internationally (Paris, Madrid, China, Copenhagen)
Field research: Bronx, Manhattan service safaris, physical traces and rider behavior
Guided Surveys: A/B testing over 100+ respondents
User Interviews: 15+ focused interviews with riders and non-riders (Bronx and beyond)
Usability Studies: Over 10+ people pbserved through micro-tasks
'How Might We' scenario modeling: Structured exploration through open-ended personas and POV statements
KEY ANCHORS
Carry-pattern findings:
phone near-universal, totes/purses outnumbering backpacks, hands-free carry common despite bag use, caregiving items (strollers, dogs) as unaddressed friction.Systemic issues:
Product Design, Infrastructural & Civic, Cultural, Linguistic, Gender
KEY INSIGHT
Landed on safety as the throughline insight, specifically that women carry more (caregiving, trip-chaining) and can't use the service the way it's currently designed.
DESIGN INSIGHT
When you design for the most constrained user, you build something better for everyone.
MICROMOBILITY MARKERS snippets
ECONOMIC REASONING
ACCESSIBILITY MARKERS snippet
ACCESSIBILITY MARKERS snippet
VALUE MAPPING exercise to plot stakeholder needs
PRODUCT DESIGN MOCKS for usability surveys
PRODUCT DESIGN MOCKS for usability surveys
MORE VISUALISATIONS: From top to bottom: Futures Scenario Framework, The 2 pillars to Mobility Equity, Economics Breakdown, Pain points for Gender Parity
