By

Mara Coste Vzquez Mellado

Mara Fernanda Gutirrez Romero
Melisa Esmeralda Soto Rojas
Sergio Gonzlez Uribe

A01205067
A01203767
A01205905
A01206976

Innovacin, mercados y desarrollo tecnolgico

Master Bethsabe Cardiel Jurado

INDEX
Definition of the Problem/Opportunity .............................................................................................................. 3
Stakeholders.............................................................................................................................................................. 3
IDEO Cards ................................................................................................................................................................ 4
Learn, Look, Ask, Try ............................................................................................................................................ 4
Important Infographics shown to the population .................................................................................. 6
Investigation IDEO Cards ..................................................................................................................................... 14
1) Fly on the Wall (Look)................................................................................................................................... 14
2) Guided Tours (Look) ..................................................................................................................................... 15
3) Narration (Ask) ............................................................................................................................................... 15
Results of the IDEO Cards .................................................................................................................................... 16
Fly on the Wall .................................................................................................................................................... 16
1) Corregidora Bus sTATION ........................................................................................................................ 16
2) Parking Lot of Parque Tecnolgico, ITESM ..................................................................................... 18
3) Epigmenio Gonzlez Bus sTATION ........................................................................................................ 19
Guided Tours ....................................................................................................................................................... 19
Tour 1 ................................................................................................................................................................. 19
Tour 2 ................................................................................................................................................................. 21
Tour 3 ................................................................................................................................................................. 22
Tour 4 ................................................................................................................................................................. 23
Narration .............................................................................................................................................................. 24
General Results .............................................................................................................................................. 25
Attributes .................................................................................................................................................................. 29
Business Idea 1: Electrical Combis................................................................................................................ 30
Business Idea 2: GLP Buses.............................................................................................................................. 31
Business Idea 3: Buses for going to the Job ............................................................................................... 32

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Business Idea 4: An APP that rewards users for cycling, walking and using Public Transportation
................................................................................................................................................................................ 33
Solution ..................................................................................................................................................................... 35
APP Screens ........................................................................................................................................................ 35
How is the problem Solved? ........................................................................................................................... 37
Validation ................................................................................................................................................................ 37
Validation Results .............................................................................................................................................. 38
Gender ............................................................................................................................................................. 38
% of Mobile Devices ..................................................................................................................................... 38
Pricing ............................................................................................................................................................... 38
% of Market Interest on the APP ................................................................................................................ 39
% of APP usage .............................................................................................................................................. 39
Rewards preferences ................................................................................................................................... 40
Preferences on alternative Mediums of Transportation ..................................................................... 40
Rewards Suggestions .................................................................................................................................... 41
Others suggestions ........................................................................................................................................ 41

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DEFINITION OF THE PROBLEM/OPPORTUNITY

The problem to which we will focus is reducing the levels of Pollution of CO2 caused by the
frequent use road vehicles. The main reason its because this type of pollution not only has effect
on the quality of the air we breathe, it also has repercussion when highs levels of CO2 causes acid
rain (that contaminates lakes, rivers and aquifer mantles), increase of the ozone hole that makes
that UV lights hit directly the earth and in hence our weather changes dramatically. But this also
has negative effect on our society health like allergies, physical fatigue, risk factor for people with
cancer, noise contamination etc.

STAKEHOLDERS

Our stakeholders are:

Car owners
Car users
Bus drivers
Taxi drivers
Bus owners
People that use public transport
(taxi/bus)
Pedestrians
People that ride a bike as regular
transport
Gas station owners
Car selling companies

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IDEO CARDS

Questions? Surveys? Who will you interview? Who/what? Will you observe? Videos?
Where will you do your investigation? How many people will you interview/observe? Who will
execute the plan?

The information we expect to get from the different methodologies used is the reason of the
usage of certain transport means. If the environment plays an important role in the decision of
people habits. If the costs incurred in the usage of certain transport means are a determinant
factor for the habits. How people behave, if people do the same as they say in the surveys.
Because of the nature of the problem, we will focus on two IDEO cards: Ask & Look. For this specific
assignment we will include a brief explanation of the 4 IDEO cards concerning the problem.
LEARN, LOOK, ASK, TRY

Learn:
Investigate in secondary data facts about the
transportation habits in the world, in Mexico, in
Queretaro. The historical aspects that have change
the habits and that have led the development of
new ways of mobility.

Look:
We will observe the transportation habits of
individuals. In the highways, in the bus stops, in the
Street. We will observe if individuals use an entire
car for themselves or if they share it with their
family, friends, and colleagues. In order to have
evidence we will take pictures.

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Ask:
We will ask some questions to the people, any kind of people
in order to see their transport habits. Their own experience
using different type of transportation.
Why they use that transportation medium.
We will apply a survey or questionnaire in order to be able to
compare the data from different individuals.
The application of this investigation techniques can be on bus
stops, on schools, on shopping malls and other public places.
All the members of the teams will apply the techniques.
Try:
We will make a Paper Prototyping, in which we will resume the actions that the government can
implement in order to improve our current environment.
This paper will be deliver trough electronic media like e-mail and Facebook, but this will only
include visual material, in order to make an impact in the people. (Infographics)
We will focus on the following 4 ideo cards

Fly on the wall (Look)

Guided tours (Look)
Narration (Ask)
Personal inventory (Look)

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IMPORTANT INFOGRAPHICS SHOWN TO THE POPULATION

From: https://camiongdl.files.wordpress.com/2013/03/operador.png?w=540

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From: http://www.francaisamex.com/wp-content/uploads/2013/04/2AB_infografia_TransporteCO2_02.11.jpg
From: http://4.bp.blogspot.com/-feNrQT9EBPY/UFdJ6ZWGpaI/AAAAAAAAAh4/lfrTOGlKdCA/s1600/h%C3%A1zla+de+tos+por+aire+limpio.+infograf%C3%ADa+riesgos+salud.jpg

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4
5

From: http://blog.occ.com.mx/wp-content/uploads/2014/07/cuanto-cuesta-vivir-lejos-de-tu-trabajo.jpg
From: http://centralverde.org/wp-content/uploads/2013/05/infografia-77urbano.jpg

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From: http://transeunte.org/mx/wp-content/uploads/2012/10/Bicicleta-AutomovilVertical.png

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From: http://mercacdnzone2.grupodecomunicac.netdna-cdn.com/wp-content/uploads/2014/10/merca_ambiente.jpg

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From: http://mexico.itdp.org/wp-content/uploads/jerarquia1.jpg

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From: http://static.betazeta.com/www.veoverde.com/wp-content/uploads/2013/02/No-tienes-amigos-Vertical-1.jpg

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10

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From: http://i0.wp.com/ciudadanosenred.com.mx/wp-content/uploads/2014/07/InfoLeyMovilidad-682x1024.jpg

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INVESTIGATION IDEO CARDS

IDEO Method Cards is a collection of 51 cards representing diverse ways that design teams can
understand the people they are designing for. They are used to make a number of different
methods accessible to all members of a design team, to explain how and when the methods are
best used, and to demonstrate how they have been applied to real design projects.
We will focus on the following IDEO cards:
1) FLY ON THE WALL (LOOK)

We will observe the habits of the people that uses different transportation mediums. Without
interfering in their activities we want to make a probe to see the profile of people that uses each
type of transportation, if people use a car just for themselves or if they share it with their family,
friends, etc. If people use to walk as a medium of transportation, or if they ride a bike, or never
does.
o We are going to make our investigation in different strategic locations.
o All the team will be making the investigation, observation and execution.
o We pretend to figure out why people use or do not certain mediums of transportation.
Where?
We will be observing people and taking pictures in:
1. The bus stop that is outside the ITESM, close to Soriana. We will be there about an hour
and observe people moving around the zone.
2. The parking area in ITESM, to see students habits of transport. We will be there for an hour
observing around the zone.
3. The ITESM enter on Epigmenio Gonzlez to see how many come walking, on bicycle and
cars or other mediums of transportation. We will be there at a peak time to see more
interactions.

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2) GUIDED TOURS (LOOK)

We are planning to make an experiment by accompanying some participants on a guided tour that
means, in the experience of trying mediums of transportation they do not use in their daily lifes,
and not just mediums but habits, like sharing a car, taking the public transport, walk instead of
ride a car. With this activity we will get some insights of what motivates people to behave in a
certain way. This will be our second task after making the observations.
Where? In different mediums of transportation.
Who will execute the plan? All the team will cover this task.
We are going to do this activity with 2 to 4 persons by accompanying them using a different
transportation medium than the one they tend to use.
o A person that uses a car will experience moving by bus.
o A person that uses a bus will experience moving by bicycle.
o A person using a public or private vehicle will experience moving by foot.

3) NARRATION (ASK)

This narration process is linked with the previous one. We will ask the participants to tell us what
they feel and think in order to know the perceptions, expectations, concerns and decision factors
to their actions. Also we are going to ask them if they are aware of the ecological damage some
mediums of transportations are making.
Where/ When? This will be made accompanying the participants on the guided tour.
Who will execute the plan? All the team will be executing this part.

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Questions:
1.
2.
3.
4.
5.
6.
7.
8.

Why do you use this medium of transportation?

It is necessary as a medium of transportation?
Do you have a different medium of transportation?
Are you aware of the damage that some medium of transportations are making?
What do you think about this?
What do you feel about this?
This change your way of thinking about your medium of transportation?
What actions do you make to use less contaminant transportations?

RESULTS OF THE IDEO CARDS

FLY ON THE WALL

We observed 2 bus stations and 1 parking lot of frequent use:

1. Corregidora Bus Station
2. Parking Lot of Parque Tecnolgico, ITESM
3. Epigmenio Gonzlez Bus Station
1) CORREGIDORA BUS STATION

Wednesday 18 March (11:30 am-12:30 pm)

We observed here is that there are a lot of buses, some are really old and they go really fast.
People on the zone are mainly in between 25 to 45 years old.

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There are 2 bus stations very close, if you are new on using this medium is hard to get used to it
because the stops and routes are not clear and some buses make the stop in one corner and some
other buses in the next corner.
The signal of the bus station has on it the routes that stops there but unfortunately, people dont
respect this signs and put advertising posters on it, prohibiting the visibility.
We saw people riding a bike, walking around the zone, people taking a cab.

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2) PARKING LOT OF PARQUE TECNOLGICO, ITESM

Friday 20 March (8:00 am 8:06 am)

It was observed that in only 6 min of video around 35 cars were been used (they were arriving or
leaving), and in the average of occupants were between 1 and 2. It was also noticed that the
highest levels of arrivals or leavings are according to the ITESM hours of class, and also at oclock
hours like 7 am oclock or 2 pm oclock which matches with the hours of meals or initial and final
hours of labor time.

Its clearly that is a trend to use the car for students, professors and personal of the ITESM. And we
can see that only a few people uses Taxi, Bus or Shared Cars.

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3) EPIGMENIO GONZLEZ BUS STATION

Thursday 19 March (12:30 pm 2:30 pm)

We observe the bus stop located next to the entrance of the ITESM where there is a taxi station.
This entry is very crowded because of ITESM students, parents, professors and staff working in
the school. Also this street its much crowed of cars. People on the zone are mainly in between 18
to 45 years old.
We observe that there is more movement of individual cars and taxis than buses. Also we observe
that there is many young people walking from their houses to the ITESM. Another good factor is
that for every 15 cars approximately that enter to the ITESM there is one person that go to the
school on bicycle.
Another thing that we observe that the taxi station on the afternoons its very active and a lot of
students and staff from ITESM used more than the buses.

GUIDED TOURS
TOUR 1

Guide: Mara
Name: Gabriel
Age: 53 years
Daily medium: Car

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Reason: He owns one, he live far away from the work in order to go by foot. His work demands
having a car because hes in the Real Estate Industry and has to make visits to different places.
He share his car with his wife because the other car they own is used by his daughter to go to
university.
He uses bus once a year, just when he has no car. He does not mind using public transport
sporadically but if he has a car he will use it instead. He does not change his car frequently.
Before asking him the previous questions I (Mara) asked him to take the bus. From his office
located in Colonia Cimatario, we both walk towards Corregidora avenue to take the bus, when we
got there he started to comment about where were we supposed to take the bus because two
stations were too close and buses were not making the stop in one of the corners they were
supposed to.
Gabriel asked a man who were waiting to grab a cab if it was possible to pay with cash in the RedQ bus. He made a comment about how disrespectful people was to paste advertising on the bus
station that indicates the routes that pass on that point. Then we both proceed to take the bus,
and pay $6.5 pesos each of us. The bus was almost empty but it seemed to be pretty new. Gabriel
needed to go to a papelera really close that is 4 blocks from where we took the bus. If I hadnt
asked him to take the bus, he told me he would go by foot instead.
He did not have a negative reaction inside the bus. He said he does not care using it but he told
me he does not think is safe for people Young like me, especially if I was carrying a camera (which
I did in order to take the evidence). He said to me that most of the people are not conscious about
the pollution, traffic and all the problems generated from the ONE person use of a car. He told me
also that some people take the car for everything, even for going to the OXXO, or places that are
so close and there is no need to take the car.

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TOUR 2

Guide: Ma Fernanda
Name: Patricia
Age: 45 years
Daily medium: Car
Reason: She owns one, and for her daily life as a housewife, she uses the car for going to shopping
in supermarkets and for her personal entertainment.
I asked her to change her usual habits of using the car just for going to shopping instead we went
walking to a near mercado El Tepe.
The general results were that she did enjoy walking and she save money because all the products
were cheaper than in the supermarket, but the problem she faced that she couldnt buy many
things as she want it because she couldnt carried many stuffs with her, also the sidewalks in many
blocks are very narrow or bad constructed so it was kind off difficult to walk, and the general
manners of people when they drive isnt that polite with the pedestrians and other drivers.
So after we arrive to her home, said that she will continue using her car but with less frequency
because she experience that its more safe than walking or going in a bus.

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TOUR 3

Guide: Sergio
Name: Pierre
Age: 21 years
Daily medium: Car/Taxi
Reason: He lives near the university so he dont have the same necessity of a car using daily, but
this doesnt mean that he dont used it, he uses a lot this type for anything he have to do outside
the university. If he needs to go and pay his cellphone plan he preferred to pay a cab, than going
walking.
We usually go to the church on Sundays and then have something for eating. Since we leave in
Mexico, we have taken a taxi from our home to the church, so approximately we spend $100
pesos each Sunday just going to the church. Since two weeks ago, I proposed him to wake up a
little earlier in the morning, go to the church, and spend the money we pay for a cab, in a better
place to eat. We have done it for two weeks, and its pretty good, because we have a time in which
we can walk, have a good conversation, and make some exercise; we have realized that it could
be taken as a sacrifice made during this time of the Catholic year, and we are helping the
environment. Another activities that we try to change, is that we like going to the Mercado de la
Cruz, to have some tacos in the morning and buy some fruits and vegetables. The same case when
we go to the church, we usually pay some taxi to take us there, but since we were in high school,
we used to take the bus every day from our school to our homes; we were a group of 8 friends
that everyday uses the bus, and here we forgot of that way of transportation. Going to the
Mercado in bus is really cheap, we save half of the money we spend on taxi or in the money you
pay for a parking slot in front of the Mercado, you could take a little more time in the bus, that is
true, but is not a trip that we are doing every day, so is a good option to use the bus. People dont
believe that the bus is secure, but here it is really secure and it also have Wi-Fi on the bus so you
can be on your cellphone to enjoy a little more the trip.

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TOUR 4

Guide: Melisa
Name: Elsa
Age: 21 years
Daily medium: Car
Reason: She studies architecture therefore she has to carry many materials and models even
though she lives very close to the university.
Before asking her the previous questions I (Melisa) asked her to take the bus. She brought with
her a model because it was over a class with a display of models. An activity very recurrent in his
architecture career. It was great to have brought with her a model because she could try other
mediums of transportation using their common materials that always charging in your car.
(Because it is her reason to use a car)
We headed to the bus stop located outside their university located on the street Epigmenio
Gonzales, in which we were about 15 minutes waiting for the bus.
The bus had no clear path wearing because it was marked with plume on the front glass. So when
we did stop to the bus we asked for the name of the route to see if it was the correct one. Luck to
us that the first bus that stop was our route. The route we took was directed to the colony "Las
Americas". Which it place us in front of the Elsa house/colony. It was a quiet route due to the time
6:00 pm. On the bus we were only three passengers. It took about 5 minutes due to the proximity
of the house of Elsa.
The only drawback we had was crossing the street to get to the other side where the Elsa house.
She have a good reaction about the bus, and told me she would try to uses it more only the days
she dont have to carry a lot of things.

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NARRATION

For this card we make a survey and ask 50 about their transportation habits.
The questions asked are the following and the results of the survey are the ones below.

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GENERAL RESULTS

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ATTRIBUTES

After realizing that people it is aware of CO2 pollution caused by the frequent use of cars and that
they are willing to change their habits. We now present the 6 attributes that are the key
differences that will make people use ecological vehicles:

Now we present several ideas that can satisfied peoples needs and still be ecological friendly
solutions.

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BUSINESS IDEA 1: ELECTRICAL COMBIS

In the City of Mxico, its well known the transport service of Combis, this service its given for a
particular entrepreneur, and its main purpose its to offer an alternative to the Bus, Taxi, Metro,
etc.

Actual Service

Key Elements
The key elements of design are that the Combis will be:
o
o
o
o
o

Powered by an alternative fuel (meaning that they will be hybrid or electrical

They will be cheaper
The service will be polite and punctual
The facilities will be clean and with quality conditions
The routes will be predefined for by the demand

Our Ideal Service

It will be successful?
The quantity of users demanding our service will determine if our Business Idea is successful.
New Target Market
This transportation service will be focus on covering the main Offices zones of Quertaro, given
that they are the people that are more frequent to use their cars.

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BUSINESS IDEA 2: GLP BUSES

Another great option for Queretaro, is to mix the actual bus services it has, with a particular way
of using another type of buses that dont use oil, and that are compatible with the structure it
already exists in Queretaro. As most of the taxis in the cities, including Queretaro, the service
vehicles are migrating from using gasoline to use Natural Gas. This has a huge benefit for the
environment, because it polluted less than gasoline, this could be reflected on the price the
costumers pays, because Gas is cheaper than gasoline. Here in Queretaro we have the
infrastructure already for Gas vehicles, there are two stations only in 5 de febrero, so if the local
government could change the type of buses we are using today, and we could reach a huge change
in the environment.

Actual Service

Key Elements
The key elements of design are that the Buses will be:
o
o
o
o
o
o
o
o

Powered by an alternative fuel (Natural Gas)

The service will be cheaper
They will increase the productivity of the city.
The facilities will be clean and with quality
conditions
There could be more buses
It will lead to job opportunities in the gas stations
It will produce less oil.
Pollute less

Our Ideal Service

It will be successful?
It will be successful because, the only thing that the government needs to change is the buses,
because the city already has the infrastructure that can supply Natural Gas to the buses.
New Target Market
This transportation service will be focus on covering the main buses route in the city, that change
doesnt need to be from one day to another, they can change a pair of buses from one month to
another and make an investment that could change all the vehicle park in a few years.

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BUSINESS IDEA 3: BUSES FOR GOING TO THE JOB

An interesting option is implementing a bus networks specialized and focus on those employees
working in industrial parks that are commonly far from the city. Transport available for those who
do not have a car and for those that do own but can save money, time and pollute less.

Our Ideal Service

Key elements:
o
o
o
o

Eco-friendly transport
Cheap
Reduce use of the car
Pollute less

It will be successful?
It could be successful due to it will help to reduce the usage of car of those who do not have an
alternative for going to their work space. It will give the opportunity to go from one place to the
job place to those who do not own a car and are not comfortable and satisfied with their current
medium transport. The buses will be hybrid, so they help the environment.
New Target Market
This transportation service will be focus on covering the need of transportation of people that
works in Industrial Parks far away from the heart of Quertaro.

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BUSINESS IDEA 4: AN APP THAT REWARDS USERS FOR CYCLING, WALKING AND USING PUBLIC
TRANSPORTATION

An app for smartphones that rewards the users who cycle, walk and use public transport in order
to encourage people to contribute with every day green actions which will give them benefits
and at the same time they are helping the environment. Save money, pollute less. With this
initiative there would be less traffic on the roads. Everyone that has a smartphone can download
the app for free. A key activity is to make strategic alliances with enterprises that are social
responsible or to have ecological practices; the aim is to get some discounts of certain
products/services from those businesses in order to reward the users of the app. This app would
be match with Google maps in order to have a GPS.

This app allows the user to:

o Input the route and see the ways in which you can get to your destination: Mix & Match
public transport, cycling, walking, calories burnt, carbon offset, bonus points, etc.
o Then choose the route of your preference
o Complete the journey and get rewarded
o See the point youve got and see the catalog of products/services you can get.
Other features of the app are:
o View current weather, community carbon impact, and total usage of bikes.
o See your route progress by time, by map.
o When choosing the best route you can also see some stores/restaurants/caf bar/ and
other places that are on the way.

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Key Elements:
o
o
o
o
o

Eco-friendly transport
Cheap
Reduce use of the car
Reduce carbon emissions
Get benefits
(Rewards)

It will be successful?
We think this idea could be successful because of the incentive of being rewarded with some
discounts while they are helping the environment. This initiative is like a community plan because
everyone get benefits from it, some health benefits, some economic benefits, and enterprises get
more customers from the usage of the app.
New Target Market
People committed with the enviroment and their own health, people that uses smartphones or
tablets, peopla that really wants to make a difference and also gain excellent
discounts/promotions with his actions.

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SOLUTION

We chose the last option for this project; the development of the application.
This application will consist on an app for smartphone that rewards the user who cycle, walk and
use public transport as described before.
Our idea is that users can download it for free; and we make money for some adds on the app;
with the partners that will reward users and other that can have presence on the map (routes).
For example, we can make money for selling a space to Silverio Caf by being present on the route
of a user that wants to move and is close to the Caf. Also we can make money by advertising
those stores/restaurants/cafeterias, etc by suggesting the users to go while they are on their way.
This app allows the user to:
o Input the route and see the ways in which you can get to your destination: Mix & Match
public transport, cycling, walking, calories burnt, carbon offset, bonus points, etc.
o Then choose the route of your preference
o Complete the journey and get rewarded
o See the points youve got and the catalog of products/services you can get by exchanging
the point accumulated
o Watch your friends activity.
o Watch the weather.
APP SCREENS

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HOW IS THE PROBLEM SOLVED?

With this application the problem would not be completely solved, no one can make it happen.
But it is a persuasive way to convince people start using alternative ways of transportation that
will benefit their health, economy and environment.
This app allows the users to choose whether they prefer to walk, cycle or use public transport
instead of moving in a car; this helps the environment to reduce CO2 emissions besides helping
the users to have a healthier life and to save money.

VALIDATION

In order to continue validating the project we made 30 surveys to measure the response of the
public. The results obtained and the survey applied (in Spanish) is the following:
To access the survey, click the image below:

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VALIDATION RESULTS
GENDER

Gender: 50% were men and 50% were women.

% OF MOBILE DEVICES

100% of the participants have a mobile device (smartphone/iPhone/tablet)

100% have a mobile device

PRICING

When asked if they were willing to pay 1 USD dollar for downloading the application, the results
were:
Totalmente en desacuerdo

16.67%

En desacuerdo

16.67%

Ni de acuerdo ni en desacuerdo

16.67%

De acuerdo

Totalmente de acuerdo

26.67%
23.33%

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% OF MARKET INTEREST ON THE APP

After describing the attributes and functionalities of the application, participants were asked to
show how interest the application was for them:
46.7%
40.0%

6.7%

6.7%

% OF APP USAGE

How frequent were they willing to use the application to change their transportation habits.

Twice in a month
7%

Once a
month
13%

Once a week
27%

Daily
16%

2-3 times per week

37%

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REWARDS PREFERENCES

In which type of stores/establishments would they prefer to have rewards?

Restaurantes

Cafeteras

Tiendas deportivas

Tiendas departamentales

Renta de bicis

Eco turismo

Otro (especifique)

10.0%

10.0%
3.3%

6.7%

10.0%

16.7%

16.7%

26.7%

Cines

PREFERENCES ON ALTERNATIVE MEDIUMS OF TRANSPORTATION

Which type of medium do they think they would use more:

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REWARDS SUGGESTIONS

Some of the places suggested by the participants in order to consider them to reward EcoRuta
users are:

OTHERS SUGGESTIONS

Some suggestions made by the participants in order to improve or upgrade the app:
o
o
o
o
o
o
o
o

Free download
Have friends to compete with
Discounts in new stores
Schedule and hours to show the user which route to take on specific hours in order to
avoid insecure zones.
Emergency contact
Include rewards for people that share the car
A good map that shows the current public transport routes.
Graphs to show your historical activity.

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o Information about traffic and accidents.

o The possibility to make comments, recommendations, to interact with other users.
o Forecast of the time that the route would take
This user validation was successful; the response of the participants was promising in the
development of this application.

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