SNCF connect - Mobile App Challenge
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/Research phase
To kick off the project, we conducted contextual research by utilizing publicly available data online to better understand the challenges of the hackathon. This research revealed that the car remains the dominant mode of transport: 74% of the French use it to commute to work, and 54% of trips under 20 km are made by solo drivers. These findings highlight a strong dependence on cars — even for getting to the station — and the potential for more sustainable alternatives.
Sources
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SNCF Connect approached us with the following challenge:
"What features can be developed to make train access easier and encourage the French to prioritize sustainable mobility in their travel habits?"
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/Ideation
In the ideation phase of the SNCF Connect project, we broke down the challenge into two main areas to formulate concrete solutions. The first area aimed to improve access to trains by rethinking physical infrastructure, such as creating dedicated spaces for parking vehicles or introducing shuttles to connect travelers to the station. This effort also included integrating complementary modes of transport, such as public transit, free-floating services (both public and private), or personal transport options like bicycles and scooters.
The second area focused on promoting the use of sustainable mobility, notably by adding dedicated spaces for personal vehicles on trains, such as a wagon reserved for bicycles and scooters, or by implementing a gamification system with loyalty programs. This initiative rewards users by allowing them to redeem points collected with SNCF partners, while highlighting budget savings achieved and tons of CO2 avoided, expressed through tangible environmental equivalents, such as trees saved or kilometers of car travel eliminated.
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/The idea
To encourage the French to favor trains as their preferred mode of transportation, it is essential to adopt a comprehensive approach that considers the entire passenger journey. It's not enough to focus solely on the train journey itself; we must also facilitate what is known as the "first" and "last" mile. This involves improving station accessibility from the traveler's starting point (home, workplace, etc.) and ensuring efficient connections between the arrival station and final destination. This reflection encompasses several aspects: improving public transport networks connected to stations, developing soft mobility solutions (bike paths, adapted sidewalks), implementing park-and-ride facilities, and optimizing connections. Only by creating this fluid and interconnected mobility ecosystem can we truly encourage citizens to choose trains over less environmentally friendly modes of transportation.
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/User testing
Analysis of user testing revealing friction points and optimization opportunities in the new multimodal transport interface
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In conclusion, this project has been a true experiment and a deep reflection on how we currently guide travelers to and from train stations. The ideation phase, research, and our user tests are part of a comprehensive study of the French travelers' user experience.
We were able to address the challenge's main issue within 7 days, delivering fresh and innovative solutions inspired by the best practices among transportation apps in the market.
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