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Elevating the ridesharing experience

 

McKinsey & Company and LUNAR are on a journey to gain insights and provide our perspective on the rapidly evolving rideshare landscape. This effort brings together industry and market analytics, deep consumer insights, and design to explore growth opportunities.

 
 

 
 

As successful as ridesharing is today, it only accounts for less than 1% of total miles travelled¹:

 
 

Looking forward, the automotive and ridesharing industry have a significant opportunity to accelerate rideshare growth by unlocking new use cases, lowering costs for both drivers and passengers, and addressing the shortcomings of congestion and parking for commuters. Based on our research, we see two near-term opportunities — introducing MeGo & WeGo.

 
 

 
 

An affordable purpose-built vehicle interior optimized for ridesharing services.

 

A fully adaptable interior.

MeGo's easily reconfigurable interior accommodates wheelchairs, easy access for seniors and others with mobility challenges, and a size-adaptable child booster seat for using rideshare with kids. Transformable seating also allows for cargo delivery of larger items.

 
I had a lot of groceries and didn’t feel a rideshare was the best place to do that sort of errand, and take up that much space in someone’s car.
— Matt, LUNAR DScout Mobility Study, Aug 2016
 
 

Front-and-center contextual display.

The driver console features a centralized heads-up display (HUD) to consolidate multiple streams of critical driver content like the ability to accept rides, confirm routes, end a ride, evaluate a rider, and interior/exterior camera views.

 

Super-charged connectivity.

A highly integrated in-app experience extends and enhances the rideshare experience. The rider has the option to take control of audio and environment conditions, and a rear seat display is provided to help riders avoid use of their mobile phone battery and data plan— in-vehicle connectivity includes both Wi-Fi and wireless charging.

 
 
 
 

A shared commuting service that is personal, convenient, and adaptable.

 
 
 

The power of 6. 

Our analysis shows that in many cities, commute patterns are clustered—a vehicle that holds six people can efficiently pick up and drop off neighbors with roughly similar work destination².

 
 

Intelligent planning & routing.

The WeGo ecosystem can handle every moment of your commuting journey. It features intelligent routing and the ability to tailor your ride to individual and group preferences—all before you get into the vehicle.

 
It’s more convenient to allow someone else to worry about the traffic and driving, allowing me to get my mind right and my tasks started for the day.
— Isabel, LUNAR DScout Mobility Study, Aug 2016
 

A First-Class cabin experience.

WeGo considers an optimized experience for the many modes of your daily commute. The adjustable swivel seats allow passengers to be social or private; with ample workspace, Wi-Fi, power outlets, sound isolation, independent lighting, and other environmental controls that can adapt to one’s individual preference.

 

Given the continuously changing and expanding nature of the rideshare category, this work represents the first step in the journey to exploring broader solutions.
— Jeff Salazar, LUNAR Design Partner
 

Industry experts agree that mobility solutions will continue to evolve rapidly in coming decades— and will include new vehicle platforms, autonomy, and better distribution. These opportunities can best be realized by working together and focusing on integrated systems, common platforms, and new experiences.

 
 

 
 

A look under the hood.

This six-month long collaborative effort between McKinsey & Co. and LUNAR brought together a myriad of skillsets throughout the Firm, and was a process that allowed for a range of concept development, rich research & insights, and rigorous data surveys and collection.

 
 

The project was housed in an innovation garage space that was designed to allow for building and testing prototypes and open collaboration. To better understand the current real-world shortcomings of ridesharing, in-person conversations were conducted with riders, drivers, and company leaders. These insights and the concepts were corroborated by in-depth analytics — understanding the financial potential of these ideas helped identify what would yield maximum impact. The project culminated in the exploration of 16 opportunity spaces, 3 focused directions, and 2 design concepts.

 
 

More from our mobility practices
 

"Cracks in the ridesharing market — and how to fill them"
McKinsey Quarterly, July 2017

“An integrated perspective on the future of mobility”
McKinsey Sustainability & Resource Productivity, October 2016

“Disruptive trends that will transform the auto industry”,
McKinsey Automotive & Assembly, January 2016

 

¹McKinsey + LUNAR analysis of US Census data of VMT by trip type and regional demographics.
²Census, LODES data; McKinsey analysis for a grid of 0.5 miles and commute distance greater than 10 miles.