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.
