UX Awards

The Premier Awards for Exceptional Digital Experience

Whim – Reinventing mobility Details


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The world’s 1st Mobility as a Service app that revolutionises the way we move, making cities more flexible, efficient and liveable.

Mobility is facing a massive change: user preference is moving from vehicle ownership to vehicle usage. Owning a car is no longer an obvious or even interesting choice. New business models (vehicle sharing, car pooling) drive re-allocation of street space for more creative and user-centric urban planning. Whim offers “mobility on demand”: a service that understands the real-time mobility needs of the users and respectively offers the best available options in real-time.

Whim evaluates transportation and routes both against personal preferences of the user (time, environmental values, budget etc.) as well as against possible other constraints (traffic jams, bad weather etc.) before offering the best solution.

With a monthly subscription the user can forget about buying numerous tickets and making separate payments. Anything inconvenient for the user (like the complexity of combining different operators) is handled under the hood and the user is left with a “Platinum Card” for all transportation. Just enter your destination and you’re good to go!

And the more you use Whim, the more it learns about your preferences and the better it gets. It remembers your favourite places, syncs with your calendar and plans your journeys in advance.

Our solution also owes its existence to new technology. The use of open and free to use public transport data helped us carry out an information service with physical transportation products, rather than a transportation product with additional services. Making use of the open data city ‘platform’ helped us accomplish a more seamless, flexible and always up to date product.

Why this project is worthy of a UX Award:

Whim utilizes a concept that can be applied in all local conditions; it always builds on top of the existing transport network. It shifts the emphasis away from construction and maintenance of transport networks towards effectively functioning, user friendly travel and transportation. The shift away from mass car ownership can also help make cities more densely populated, more efficient and more liveable.

Thanks to Whim, Finland now hosts the first MaaS ecosystem in the world. The country’s current legislation also already allows the use of automated vehicles in road traffic. Finland is a small market but an excellent pilot. Whim aims to grow in 2-3 additional areas by the end of 2017 and have global availability (50+ cities) by 2022.

Submitted By: Shape Helsinki

Client Name: MaaS Global

3.7/5 (6)

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