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Assignment #4 - Overcoming Barriers to Adoption 1.0 Background Artem Solovey, a recent Lassonde graduate, identified a sustainability problem at a recent Lassonde hackathon related

Assignment #4 - Overcoming Barriers to Adoption

1.0Background

Artem Solovey, a recent Lassonde graduate, identified a sustainability problem at a recent Lassonde hackathon related to the number of single-passenger vehicles coming on to campus each day. In addition to the negative environmental impact of these vehicles, this mode of transport is an expensive way for students to commute to York University (and other solutions (such as Uber [cost], or public transport [inconvenience]) have issues). Based on a "How Might We" reduce the number of vehicles coming on to campus while reducing the cost, he created a team to launch an interesting Rideshare solution, named YuRide.

Similarly to the Ride-Hailing service Uber, YuRide shares vehicle and parking costs (driver does not make more than he/she spends on commute), using an on-demand (and scheduled service). All drivers and passengers are members of the York community (Students, Staff, and Faculty). Operationally the app runs like Uber, but all drivers and passengers register through Passport York, and cost-sharing is managed through the YU-card. You can read more about it at https://yurideshare.ca, and a complete list of the features and benefits is attached to the assignment. Initial feedback on YuRide from all stakeholders is positive, and launch of the service is being planned. This is your opportunity to provide feedback to Artem and his team. The best assignments from each section will be invited to meet with YURide, share their ideas and get feedback. As an extra incentive for this feedback session, all participants in Ontario will be offered a $25 ubereats coupon which they can consume 9at their option) during the session.

This assignment is designed to have you apply your understanding of various aspects of overcoming barriers to adoption, to a real-life example and leverage the lessons from the Design for X session on design for adoption.

2.0Your Tasks

Part 1. Identify two actions YURide could do to increase the rate of adoption of the service by those who would benefit from it.

Part 2. Based on the description on the YUrideshare.ca site, and the features identified in the assignment appendix, identify three different jobs YUrideshare can do for those using the service (this can include: students/faculty/staff, drivers/riders and the York community.In each case, identify a potential user who needs the job doing (for example Dr. Maxwell might use YuRide to get home after a late class when road visibility is challenging).

Part 3. Identify three concerns that any of the users identified may have about using the service as either a driver or passenger.

Part 4. Identify three things that YuRide has already done to address these concerns, and one that could be done by them to address the specific concern (state the concern and the action).

Part 5. Identify two ways that you could increase the benefits of using YURide, one way that you could reduce the cost of using YURide, and one way you could reduce the risk of using YuRide for drivers.

Part 6. Identify two ways that you could increase the benefits of using YURide, one way that you could reduce the cost of using YURide, and one way you could reduce the risk of using YuRide for riders.

Part 7. Identify three stakeholders at York that might need to be convinced to allow YuRide to operate, and identify the issues they may have.

Part 8. Identify two positive impacts on sustainability at York from the introduction of YURide.

Part 9. Identify one innovative thing that YURide could do to increase the rate of adoption (can be a new idea suggested above....but not an existing activity already evident on the YURide website.

3.0Detailed Tasks

Part 1. (Total marks = 14, 7 marks for each part)

Based on the description of the site, and the features listed in the appendix, Identify two actions YURide could do to increase the rate of adoption of the service by those who would benefit from it.The innovation adoption process we shared in class is: building awareness, stimulating interest, enabling evaluation, facilitating a trial, confirming the decision to use. List four examples (specify which aspect of the innovation process you are using) of how Artem has embedded one of these aspects of the innovation adoption process into his venture (you can give more than one example from each category). Remember to consider both functional aspects of the planned technology deployment and emotional aspects of the anticipated experience).

Example 1:(7 marks)

(a)Description (4 marks)__________________________________________________________

______________________________________________________________________________

(b) An example of the (1 mark) _____________________ aspect of innovation adoption process

______________________________________________________________________________

Example 2:(7 marks)

(b)Description (4 marks)__________________________________________________________

______________________________________________________________________________

(b) An example of the (1 mark) _____________________ aspect of innovation adoption process

______________________________________________________________________________

Part 2. (Total marks = 15, 5 marks for each part)

Based on the description on the YUrideshare.ca site, and the features identified in the assignment appendix, identify three different jobs YUrideshare can do for those using the service (this can include: students/faculty/staff, drivers/riders and the York community.In each case, identify a potential user who needs the job doing (for example Dr. Maxwell might use YuRide to get home after a late class when road visibility is challenging).

Job 1:(5 marks)

(c)Job being done (3 marks)_______________________________________________________

______________________________________________________________________________

(b) User who needs job doing(2 marks) _____________________ ______________________

Job 2:(5 marks)

(d)Job being done (3 marks)_______________________________________________________

______________________________________________________________________________

(b) User who needs job doing(2 marks) ____________________________________________

Job 3:(5 marks)

(e)Job being done (3 marks)_______________________________________________________

______________________________________________________________________________

(b) User who needs job doing(2 marks) ____________________________________________

Part 3.(Total marks = 12, 4 marks for each part)

Identify three concerns that any of the users identified may have about using the service as either a driver or passenger.

Concern 1: (3 marks) _____________________________________________________________

______________________________________________________________________________

User with concern (1 mark) ________________________________________________________

______________________________________________________________________________

Concern 2: (3 marks) _____________________________________________________________

______________________________________________________________________________

User with concern (1 mark) ________________________________________________________

______________________________________________________________________________

Concern 3: (3 marks) _____________________________________________________________

______________________________________________________________________________

User with concern (1 mark) ________________________________________________________

______________________________________________________________________________

Part 4.(16 marks, 4 for each part)

Action 1: (2 marks) _______________________________________________________________

______________________________________________________________________________

Address Concern 1: (2 marks) ______________________________________________________

______________________________________________________________________________

Action 2: (2 marks) _______________________________________________________________

______________________________________________________________________________

Address Concern 2: (2 marks) ______________________________________________________

______________________________________________________________________________

Action 3: (2 marks) _______________________________________________________________

______________________________________________________________________________

Address Concern 3: (2 marks) ______________________________________________________

______________________________________________________________________________

Action 4: (2 marks) _______________________________________________________________

______________________________________________________________________________

Address Concern 4: (2 marks) ______________________________________________________

______________________________________________________________________________

Part 5. (8 marks total, 2 marks for each part)

Identify two ways that you could increase the benefits of using YURide, one way that you could reduce the cost of using YURide, and one way you could reduce the risk of using YuRide for drivers.

(a)Benefit one Improvement:(2 marks) ______________________________________________________________________________

______________________________________________________________________________

(b)Benefit two Improvement: (2 marks) ______________________________________________________________________________

______________________________________________________________________________

(c)Cost reduction: (2 marks)

____________________________________________________________________________________________________________________________________________________________

______________________________________________________________________________

(d)Risk reduction: (2 marks)

______________________________________________________________________________

____________________________________________________________________________________________________________________________________________________________

Part 6. (12 marks total, 3 marks for each part)

Identify two ways that you could increase the benefits of using YURide, one way that you could reduce the cost of using YURide, and one way you could reduce the risk of using YuRide for riders.

(a)Benefit one Improvement:(3 marks) ______________________________________________________________________________

______________________________________________________________________________

(b)Benefit two Improvement:(3 marks) ______________________________________________________________________________

______________________________________________________________________________

(c)Cost reduction: (3 marks)

____________________________________________________________________________________________________________________________________________________________

______________________________________________________________________________

(d)Risk reduction: (3 marks)

______________________________________________________________________________

____________________________________________________________________________________________________________________________________________________________

Part 7. (9 marks total, 3 marks for each part)

Identify three stakeholders at York that might need to be convinced to allow YuRide to operate, and identify the issues they may have.

(a)Stakeholder 1:(1 mark) ______________________________________________________________________________

______________________________________________________________________________

(b)Issues for stakeholder 1:(2 marks) ______________________________________________________________________________

______________________________________________________________________________

(a)Stakeholder 2:(1 mark) ______________________________________________________________________________

______________________________________________________________________________

(b)Issues for stakeholder 2:(2 marks) ______________________________________________________________________________

______________________________________________________________________________

(a)Stakeholder 3:(1 mark) ______________________________________________________________________________

______________________________________________________________________________

(b)Issues for stakeholder 3:(2 marks) ______________________________________________________________________________

______________________________________________________________________________

Part 8. (8 marks total, 4 marks for each part)

Identify two positive impacts on sustainability at York from the introduction of YURide.

(a)Impact 1:(4 marks) ______________________________________________________________________________

______________________________________________________________________________

(b)Impact 2:(4 marks) ______________________________________________________________________________

______________________________________________________________________________

Part 9. (6 marks)

Identify one innovative thing that YURide could do to increase the rate of adoption (can be a new idea suggested above....but not an existing activity already evident on the YURide website.

______________________________________________________________________________

YuRide FeaturesUpdated: March 13, 2021

Benefits for Drivers

Share costs of commute - Commute costs to and from campus are expensive, including parking rates. Sharing your car with one person will reduce your transportation costs by 50%

Pick up passengers on your route - Passengers are waiting for you when you are driving in or out of campus, maximum detour is 10 minutes, riders can be on-demand or scheduled

Easy to use and easy to share costs - Offers rides through the application, easy to find riders, and cost-sharing will be credited to your YU-card (can be used for parking and other items)

Easy to sign up, and get you and your vehicle approved - Uses same system as Uber

Builds York Community - Enhance York's sustainability vision, builds York community, all riders are members of the community (enhances safety)

Benefits for Passengers

Easy to use and easy to share costs - Get rides through the application, easy to find drivers when you need them, and cost-sharing will be charged to your YU-card

Find drivers who are already on your route - Drivers are always available and may even wait for you when you are travelling in or out of campus. You can take rides on-demand or scheduled

Affordable and convenient - The average trip cost will be similar to the cost of using public transportation, but the time to get to campus will be significantly less.

Safer rides - Only people who login and have a background check will be allowed to use the service. As well as constant safety monitoring and an emergency button.

Builds York Community - Enhance York's sustainability vision, builds York community, all drivers are members of the community (enhances safety)

Benefits to York University

Increases ease of access to York - increasing convenience and cost of getting to York increases attractiveness of York for students (and faculty/staff).

Reduces number of single-occupancy vehicles - Reduces number of vehicles on campus, need for additional parking space, and environment impact

Enhances York's Sustainability goals - Contribute to a sustainable campus and helps meet new greenhouse gas emissions targets

Builds York Community - Builds York community, all drivers/passengers are members of the community, fosters engagement/participation and social interaction

Enhance York's reputation - Showcase for innovation, community building and engagement

Integrates with University Operations - Login with Passport York, Transactions on YU-card, integrates with York parking services