Voi Inclusive Micromobility (Non‑User Conversion)

1) Background

Voi’s shared e-bikes were widely visible in Stockholm, but adoption was concentrated in a narrow user segment. The course-industry collaboration focused on how inclusive design could remove barriers and expand usage to underrepresented groups.

2) Problem

• Non-users had strong safety anxiety, especially around riding without a helmet.

• Rules and “what to do next” (unlock, ride, return, park correctly) felt unclear for first-time users.

• For Voi, converting non-users required a solution that fits existing fleet operations and can scale economically.

3) Goal

Design an end-to-end solution that:

• reduces the top safety barrier for non-users,

• improves first-time confidence and task completion,

• supports measurable user growth and a viable business case.

4) My Role

UX/UI Designer + user research co-lead:

• Led field research design and synthesis (street intercept interviews + survey analysis)

• Defined target segment and user personas

• Designed the app flow and key screens across unlock → ride → return

• Supported prototyping iterations and feasibility alignment with Voi’s constraints

5) Solution

• A “smart shared helmet” integrated with the bike (helmet availability becomes part of the ride experience).

• App experience to make safety visible and effortless:

  • Helmet onboarding & safety guidance

  • Unlock flow with helmet-bike linkage

  • In-ride reminders

  • Return confirmation to ensure helmet is returned properly

6) Outcomes

• Research evidence: 57% of non-users cited “no helmet” as the top barrier.

• Business estimate: +645,000 SEK monthly incremental revenue potential and 60,000+ new users in Stockholm if rolled out.