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MaaS Global: Whim Service Innovation


Mobility is infront of massive change in next 10 years. Ownereship of a car will be impossible equation globally. At the same time public and community mobility services are constantly evolving. At the same time mobility, especially in cities is perceived as one of the biggest pain points of the day.

Whim is a mobility-as-a-service (MaaS) company that visions a world where owning a car is not necessary for a good life. Understanding the different pain points and opportunities in the passenger travel journey is crucial for the success of Whim's service concept.


We embarked on the project by researching the pain points in mobility during the passengers travel journey: from route planning to post-trip experience. In addition, gaining a deep understanding of the infrastructure of mobility in the Helsinki region was vital for deepening the customer insights. 

We used mixed-methods approach to create a deeper vision in the travel journey. We used ethnographic observations, qualitative interviews and co-creation workshops to map the incentives and expectations of all actors and operators involved. Later on, we tested and validated the prototypes with potential customers iteratively both in Helsinki and worldwide.


The work resulted in both feature level UX/UI design as well as business model concepting. The mobile appliction provides a concept where all mobility needed from public transport to taxis to rental cars and scooters are under one-stop-shop. Smooth transitions and uniform service experience from route planning to post-trip experience are core elements to a great customer experience. 

Whim service continues expansion to new cities around the globe.

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