Metro Menu

Providing Value to Shift Workers

 

Design Opportunity

 

 

 

 

 

 

 

 

 

 

 

Concept

 

The Copenhagen Metro is growing, how can it integrate more closely with the city and its people?

However, as it is a relatively new addition to the city, the metro is not a transport of need or choice. Copenhageners rely on their bicycles for commuting within the city, and cars or trains for long distance commute. 

From our research, we identified night workers/shift workers as frequent commuters. However, they are dissatisfied with the metro service and will opt for other modes of transport if they are not lacking in alternatives.

How might we enhance and communicate the value of commuting on the metro from Copenhagen Metro to night workers/shift workers?

 

Metro Menu is a meal delivery platform designed for regular commuters who travel at wee hours where fresh and nutritious meals are unavailable. 

 
Poster_v51.jpg
 

Commuters may order meals via the Metro Menu app and collect the meal at their destination.

 

Food trucks can be set up at metro stations that have large numbers of shift workers traveling to and from work. Our initial research has identified major employers of shift workers (Lufthavnen), areas where late night office hours are common (Ørestad), and major connecting stations for transfers on long journeys (Nørreport) as prime locations to launch this service.

 

Process

This 4-week project began with rapid research to understand the needs of the different groups of commuters, which include cyclists, families, tourists, car drivers, working professionals and students. As a city with well established cycling routes, cycling is the preferred mode of travel within the city. Most Copenhageners are neither rely on or favour the metro as a means to commute.

 

"I am taking the metro today because I am in a freaking suit."

- Rasmus, Freelancer

 

Chancing upon night workers/shift workers returning home from long work shifts in the early afternoon, we learnt that unlike other users, they are reliant on the metro due to the odd working hours. And thus may be a user group that CPH Metro can demonstrate immense value towards. Following up on that, we returned to the metro in the wee hours to interview and observe night commuters. We found that they typically gather around service industries that operate around the clock e.g. construction, hospitality and food & beverage. The Copenhagen Airport is a major employer.

 

Commuters were asked to map their night commuting experience and their journey via the metro.

#1 Their sleep and journeys are often disrupted by the need to run errands in the day.

 

"I return home at 6am, sleep till 3pm and wake up to get my groceries. Then sleep till 6pm so that I can have dinner with my wife and children. I don't get much time to spend with them at all."

- Khaled, Sales Staff at 7-Eleven

 

#2 Adjusts meal times to cope with irregular working hours. Many a times accepting poor quality convenient food.  

“I start at 430…I have no time for breakfast.”  

 - Emma, Passenger Assistant at SAS Check-in Counter 

 

#3 Traveling is a time to catch up with their loved ones and decompress.

 

“I use my phone to check email, reply to messages that I have no time to do during the day.”                       

- Maurina, Student/Part Time Kitchen Staff

 

To provide more value to CPH Metro, we also identified "low-hanging fruits" and prototyped quick interventions to test with commuters.

 

Prototyping the meal delivery service

 

Value Proposition

Late night shift workers are regular commuters who have the potential to be the Metro’s most loyal group of customers. They travel by metro on a daily basis but often do not enjoy doing so, and will opt to use other forms of transport if they can.
By presenting a service that caters to their needs, the Metro conveys that they care about their commuters. At the same time, commuters can utilize their idle waiting time to acquire food, allowing for more free time in the day to spend with their loved ones. This can be a strong value proposition for this group of users to choose the Metro over other forms of transport.

 

Team                               

 

Akarsh Sanghi, Angelisa Scalera, Paula Te and Samantha Lim

Copenhagen Institute of Interaction Design

Duration    

 

4 weeks

Advisors     

 

Jennie Winhall, Participle / The Innovation Unit

Rory Hamilton, CIID Consulting