Spin Dashboard

A new way of visualizing mobility 🧮
Data Visualization
Dashboard Design
1 Month
Anjali Kanodia
Yang Cheng
Yvonne Hou
Lead Product Designer

Team

My Role

Domain

Timeline

Executive Summary

Solution

I designed a dashboard that simplifies the workflow for both analysts by using aggregate metrics and giving them all the data they need in one place. It enables what I call “creative analysis,” which allows them to customize data, make predictions, and dive as deep into it as they see fit. They no longer have to spend time moving back and forth between disparate data sources and can do what matters the most to them - make a difference in Pittsburgh.

Problem

Spin Scooters want to increase its revenue from services in Pittsburgh. Data analysts at Spin need to be able to make sense of data generated by their scooter usage to strategize plans for optimizing usage in the city. At the same time, Policy analysts working for the City of Pittsburgh need to work with Spin data in order to develop plans to achieve equitable access to these scooters for all Pitt residents.

My Role

Product Designer

I was in charge of the user experience and product vision for this project. I took lead in deciding what features add the most value for our users, wireframed the entire dashboard, and divided ownership of certain data visualizations among my teammates. I also led the pitch presentation of our idea in front of stakeholders.

Technical Bridge

I brought in ideas regarding how machine learning and AI technology can be employed in simulations to provide scaffolding to our analysts' workflow. I also made sure that our solution was technically feasible, and optimized the work required on the dev side to actually build out this dashboard.

Project Manager

I also took up the responsibility of scheduling internal team meetings and organized in-person white-boarding sessions. I took charge of scoping the project according to available bandwidth and impending deadlines. I made sure my teammates' needs were met and maintained an amicable work environment.

Project Context

Spin Scooters have expanded its services to the city of Pittsburgh but faces challenges for growth as some areas have a shortage of scooters, whereas some areas have an excess of scooters. Spin needs to strategize where and what resources they need to invest in to get more revenue out of their services in Pittsburgh.

Spin is also a means for the city to provide public transportation options to its residents. More than 65% of low-income residents lack access to a vehicle in Pittsburgh. Without a car, residents can only access about 40 percent of jobs in the region within a 90-minute commute. The transportation and mobility department needs to ensure there is equitable access to transportation resources among residents of Pittsburgh.

The Target Users

Mia, Data Analyst at Spin Scooters

Elliot, Policy Analyst at City of Pittsburgh DOMI

Modeling Current and Desired States

For Mia, Data Analyst at Spin Scooters

For Elliot, Policy Analyst at City of Pittsburgh DOMI

There is a need for a single source that consolidates data from disparate sources. Since both users are analysts, their pre-dashboard workflows are similar, involving the struggle of cross-comparing multiple data points (say, from extensive spreadsheets), gathering insights, and communicating them to non-technical colleagues.
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Even though the individual goals for both analysts are different - increasing Spin ridership and revenue for Mia, and finding ways to improve mobility equity in Pittsburgh for Elliot; the means to their individual interests are the same - analyzing the distribution of scooters and recommending changes to the Spin service. 


Both users are data-savvy professionals and are comfortable experimenting with data, and since they both monitor data over time rather than respond to immediate changes, they are great complements for utilizing a single dashboard effectively to serve both of their needs.

Insights

Sketching Ideas

I organized an in-person white-boarding session with all team members. The idea was to sketch out many ideas collaboratively and decide on ideas we want to pursue.

Mid-fidelity Prototype

I consolidated ideas from the collaborative sketching session into an information architecture for the dashboard and designed a mid-fi prototype. The team tested this prototype with 8 peers through a think-aloud crit session.
The map would be the central playground for both analysts and needs to provide multiple layers of information without being overwhelming. This can be done by meaningfully combining information into consumable chunks visually.
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There is a need for insightful resources dedicated to the equitable access of Spin scooters on the dashboard. The dashboard needs to provide scaffolding to the goals for both analysts in the same capacity.
The dashboard should facilitate the utilization of the large amounts of multivariate data available at Spin for both analysts in more ways than just 'passive' analysis.

Insights from Think-Aloud Testing

Final Design

After incorporating feedback from earlier testing sessions, I was able to develop the final design for the dashboard. Specific design features are highlighted in black call-outs.

Key Value Addition

Overall, the dashboard simplifies the workflow for both analysts by using aggregate metrics and giving them all the data they need in one place. Technical features like the experiment tab provide functionality for (i) choosing relevant metrics for the analysis and (ii) altering values for the metrics or re-allocating available resources to different neighborhoods - to see the impact that makes in the predictions. This way analysts are not just “analyzing” current data - but are also making data-backed, tested, meaningful decisions for future allocation of resources.

Spin Scooters

As a business, Spin gains value from this dashboard by gaining visibility of which areas have the most potential for Spin to grow, and what strategic steps would give Spin more return on investment.

Analysts at Spin can now set parameters like demand, supply, ad spend, and revenue potential for each neighborhood and come up with predicted future trends to find which neighborhoods should Spin add scooters to increase ridership, where should Spin be targeting ad spend, and find other trends that influence distribution strategies.

City of Pittsburgh

This dashboard enables the City of Pittsburgh's Dept. of Transportation to fulfill its aim of providing equitable access to transportation facilities to all residents in the city. They can use Spin data and collaborate with Spin Scooters to implement strategies that result in providing diverse public transit options to all residents of Pittsburgh.
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Analysts there can now set parameters like Equity Potential, Ad Spend, and the number of spin clusters in neighborhoods to make sure that scooters are addressing mobility needs, beyond current public transit options in an equitable way.

Reflection

Through this project, I learned a lot about designing interactive information systems with intent - (i) carefully picking what to progressively display to the user keeping in mind their goals and the tasks they need to perform on the system, (ii) curating the most useful visualizations, and cutting down information what can be displayed later to lower the cognitive load for the user, and (iii) not shying away from coming up with customized solutions serving our intended user’s purposes.

Working with a team, I thoroughly enjoyed being able to have white-boarding sessions where we bounced ideas off each other, combine different concepts, and come up with an aggregate solution that was representative of all of our contributions. I enjoyed leading the product design vision for this project because my team was always supportive, motivated to incorporate all feedback we got from critique sessions, and never shied away from putting in the time and effort that the project required.

One area I felt I could improve upon was time-boxing and pacing my progress judiciously, as sometimes I got carried away in perfecting my ideas. In the end, I feel proud of my team’s effort and final design outcome.
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