Problem:
The goal was to identify, create, and design ways to
get community members excited about the CicLAvia event and see it as an opportunity to activate their space.
get community members excited about the CicLAvia event and see it as an opportunity to activate their space.
Solution:
A Traveling Map will help engage with participants along the route by finding those who may miss all the community has to offer. This fosters communication with participants and enriches their knowledge of interactive points along the route that otherwise may not be on the map.
Research
Methodology
SME Interviews
Observations
Surveys
What we learned from talking to experts
● Prioritizing Post-production outreach could yield good results.
● Personalizing mailers makes it feel more like an invitation.
● Investing in a cohesive happy outreach team increases connections.
● Creating productive cross-communication is key to engagement.
● Personalizing mailers makes it feel more like an invitation.
● Investing in a cohesive happy outreach team increases connections.
● Creating productive cross-communication is key to engagement.
● Speaking to community leaders is a good representation of what the community wants.
● Introducing 30-second business ads would convince businesses to participate.
● Introducing 30-second business ads would convince businesses to participate.
● Being specific about the team's message will resonate more with the audience.
Observations
The researcher talking to the outreach team
On September 27 we shadowed the CicLAvia outreach team to get a first-hand perspective of their relationship with the local community. We also interacted with participants at the October 4 Heart of LA event to understand their experience.
INSIGHT: HUMAN INTERACTION FOSTERS ENGAGEMENT
● The social engagement between the outreach team and local businesses/residents was limited.
● Being purposeful in creating an opportunity for conversations between businesses and CicLAvia can lead to insightful dialogs.
outreach team posting flyers
INSIGHT: ICONOGRAPHY SHOULD REPRESENT THE COMMUNITY
● During the distribution of the invitation flyer, a recipient’s immediate response was: "Oh, a biking event!"
● The association between CicLAvia’s icons and the message was lost on this individual. ● This is a great opportunity to display icons of the interactions that happen at events like dancing, activities, and music.
INSIGHT: PARTICIPANTS NEED INFORMATION
● The map we created of the Heart of LA route provided participants with an opportunity to get and exchange information regarding the local neighborhood.
● The map gave event-goers a sense of direction along the route, making them feel more grounded.
SURVEYS & DATA
Questions & results from our survey on 10/9
● Survey questions ranged from what participants wanted to explore at CicLAvia to their satisfaction levels with the event.
OPPORTUNITIES
● A big percentage of participants were planning on buying food at the event and were looking forward to experiencing music and seeing the community. This is a great opportunity to market local restaurants.
BIGGEST INSIGHTS & OPPORTUNITIES
"OUR MAP ATTRACTED PEOPLE"
● Event goers were lost and wanted direction
● Our map helped participants find their way
● Map was a conversation starter
OPPORTUNITIES
● Bring the map to the participants
● Provide more signage around the event
● Guide to help participants find their way
PROTOTYPE
Calculate the logistics:
Figure out the dimensions of the map, hitch, and materials
Design the experience:
Find a way to stabilize and attach the map to the hitch
Make it print-ready:
Format the map for print
Building the map
travel map launch day
“This is great, I wish you had this at all the events!”
Insights
● Our map got people's attention. Our hats and shirts made us an obvious source of information.
● Many people felt comfortable approaching us to ask questions and get directions.
● Within that first ten min of being on the route, we had proven that our product encouraged neighborhood business engagement!
Future opportunities
Donation box
Donation Box:
Add a donation box in the back of the bicycle for participants to donate
Interchangeable Signs:
Use interchangeable signs to showcase CicLAvia ads/marketing
Sponsorships:
Work together with sponsors to display their signs as well
Promote events:
One side of the map displays the route and the other side showcases specific events on the route
Monetization:
Sponsors can pay for space on the map and guides can send participants to their locations
Highlighting:
Showcase-specific events CicLAvia wants to highlight for more engagement
sponsor & highlight events
mobile announcements
Supplying:
Guides/volunteers with megaphones to announce events along the route
Announce:
Food areas, bike repair areas, bathrooms, rest stops, etc
Next steps
● Implement the map on the next CicLAvia
● Add a license plate sign to the back of the map
● Incorporate more iconography
● Create a hashtag for the map guides #CicLAviaOnWheels
