1) What's the challenge?
chiGO will be an all-in-one resource/tool for consumers to make commuting in the city more efficient. It will serve as a itinerary maker (tracks buses/trains), map, and will also have features that make using a shared car service (ie. ZipCar) easier than it already is.
Features will include:
- Live Updates (delays, reroutes) with Twitter integration.
- Location based service to find the nearest bus stops or train stations
- Community Alerts: Users can interact with one another on a virtual message board. They can communicate street closures or delays that normally wouldn't be covered by general news.
- For shared car users: in addition to being able to reserve your cars from your phone, you can access/unlock your vehicle with your phone using RFID technology available on a wide variety of smartphones
The target audience is anyone 18-40, male/female, as long as they're someone who relies on public transit and also uses a smartphone.
3) What does that audience currently think?
Currently, they already have apps that serve similar purposes (train/bus tracking, directions, etc) But to do so, they have to use multiple apps because there is not one single app that aggregates all aspects of travel. Therefore, consumers tend to rely on one app that serves one specific purpose and neglect other elements that account for the commute.
4) What would we like the audience to feel or think?
The audience should be excited about having one single app that caters to their many needs. Convenience is something that is valued in a society of people who are moving quickly, therefore this is something I think a lot of people can appreciate.
The audience should be excited about having one single app that caters to their many needs. Convenience is something that is valued in a society of people who are moving quickly, therefore this is something I think a lot of people can appreciate.
5) What facts or evidence will assist this change in thinking?
Measure the app's usage - there should be a spike in numbers of downloads and data streamed. The more people are using, the more successful it'll be.
Measure the app's usage - there should be a spike in numbers of downloads and data streamed. The more people are using, the more successful it'll be.
6) Brand essence?
Convenient, useful, and all inclusive.
Convenient, useful, and all inclusive.
7) Key emotions
The app should make the users feel relieved knowing that they don't have to deal with the stress of the unknown during their commute.
The app should make the users feel relieved knowing that they don't have to deal with the stress of the unknown during their commute.
8) Best media to facilitate this goal?
The app will be designed solely for smartphones (iPhone/Android/Windows). There will be ads placed on CTA vehicles/stations along with signage in shared car parking lots. The app will feature advanced integrated with Twitter. Users can follow selected twitter accounts (ex: @CTA) and hashtags (ex: #CTA) to the mini news feed in the Alerts tab. Users can also post tweets from the app.
The app will be designed solely for smartphones (iPhone/Android/Windows). There will be ads placed on CTA vehicles/stations along with signage in shared car parking lots. The app will feature advanced integrated with Twitter. Users can follow selected twitter accounts (ex: @CTA) and hashtags (ex: #CTA) to the mini news feed in the Alerts tab. Users can also post tweets from the app.
9) Key elements and budget?
The key element will be the app itself. Most of the budget will go into the development of the app and there will be a portion that will be dedicated to the marketing.
The key element will be the app itself. Most of the budget will go into the development of the app and there will be a portion that will be dedicated to the marketing.
10) Single most important takeaway?
The consumer should feel at ease when it comes to commuting daily. Something like public transportation shouldn't be hassle -- it's meant to be convenient. This is just another way to make it more convenient.
The consumer should feel at ease when it comes to commuting daily. Something like public transportation shouldn't be hassle -- it's meant to be convenient. This is just another way to make it more convenient.
11) What do we want the audience to do?
The consumer should feel like they can rely on the app to be accurate and helpful. They should be satisfied with its performance and integrate it on an almost daily basis.
The consumer should feel like they can rely on the app to be accurate and helpful. They should be satisfied with its performance and integrate it on an almost daily basis.
I know there is an app for tracking bus and train so you need to make your app more unique and original. However, I really do like your idea and I think it will make public transportation more convenient and possibly more people will start using it because of your idea.
ReplyDeleteyeah this sounds cool, but why not just use the cta tracker systems already really? idk though. also im not really sure about the name either.
ReplyDeleteAs people have mentioned, part of this already exists. Just make sure you incorporate the existing methods with something unique.
ReplyDeleteThis is cool. You might be able to part with a food based app such as urbanspoon, too. Commuters usually eat out a lot because they can't just go home for lunch.
ReplyDeleteThis is great idea, especially because the CTA can be unreliable at times. I would make sure to do some research first. I use the RedEye app that had a lot of this already included with train and bus times etc. I think that yours is unique though in that there would be zip cars too. You can add traffic patterns too to be even more transportation specific.
ReplyDeleteYou need to come up with a way to connect your app with something new and creative to make it different. I have been using the CTA tracker and it is very helpful already... My friends use it as well...We would only switch to something new if it had something cool and different to offer
ReplyDeleteOriginally I was worried it was too similar to CTA bus tracker, but you are right they are not all on the same app platform. Good insight!
ReplyDeleteI really like the fact that your app includes location based service to find the nearest stops. I can't tell you how many times I have to ask for directions to the nearest el stop. Even though there are transit trackers, I think your idea takes everything a step further which makes the app more useful and appealing.
ReplyDeleteI like that you've taken into consideration that not just one app can fulfill all the CTA travel needs, so i think it's a good idea. I think that Twitter would be your best option when integrating with social media because i look at it as the most timely and up-to-date form of social media. Just make sure to also differentiate your app from the other travel apps because there are a lot.
ReplyDeleteI like the location you are going to advertise in...also maybe consider some ads around college city campuses as well.
ReplyDeleteI think this is a great idea. By combining all of these types of public transportation into one I think you'd get a lot of users simply because it'll make it easier.
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