DISEÑO DE UN ARTEFACTO PARA EL FOMENTO DE LA MOVILIDAD URBANA EN BICICLETA

Abstract

This paper describes how MOTIVA-PRO guide was used to design a new device for the promotion of urban cycling. MOTIVA-PRO uses the structure of DBZ’s methodology in order to guide the reflection process regarding families’ motivations for cycling in their leisure time: explore motivations, explore patterns and ideate. Through the explore motivations phase, we identified that motivations for cycling that families with children have are closeness, pleasure-stimulation and safety. Based on that, we identified opportunities based on the 5 elements of the experience (person, action, motivation, system and context) through an analytic and synthetic process. Pattern exploration phase allowed us to define specific behavior patterns that make people feel closeness, place-stimulation and security motivations, and finally we made them tangible in the ideated product and service. Finally, we draw conclusions regarding the application of the guide and its subsequent adoption by companies.