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Innovation

Enov x APRR: Building the new everyday mobility solutions

APRR’s needs

As part of its commitment to sustainable mobility, APRR wanted to imagine a new type of hub located at the entrance of major urban areas along motorway routes, offering the best combination of shared mobility solutions, everyday convenience services and products, while easing the transition between transport modes.

Challenge: How can an entirely new place be designed to support a daily mobility experience that is both practical and sustainable? And how can user expectations be aligned with the technical and economic requirements of the project owner?

This marked the beginning of the “Multimodal Mobility Hub (MMH) of Tomorrow” project.

Enov’s support

To address this dual challenge, evolving mobility habits on the one hand, and CSR objectives on the other, Enov supported APRR in developing solutions designed to accelerate the shift toward alternative mobility options.

More specifically, the objective was to imagine a new hub offering the best mix of shared transport solutions, products and services that simplify everyday life while smoothing the transition between mobility modes.

Our missions:

  • Immerse ourselves in mobility habits, future users’ needs and expectations, and explore their vision of the MMH of tomorrow in terms of experience, services and offers
  • Designer le PEM de demain : imaginer et co-concevoir une ou plusieurs pistes de P.E.M., les combinaisons d’offres et de services, le cahier des charges et un positionnement marketing
  • Validate and test the MMH concepts and identify the optimal mix of retail and services. Measure and prioritize expectations

The Design Thinking approach used to deliver the project:

3 Several key requirements had to be taken into account throughout the project:

  • Time constraints: delivering the project within a short timeframe
  • Working iteratively: creating a completely new concept from a “blank page” while combining multiple research sources and methodologies
  • Leveraging collective intelligence: boosting creativity through collaboration

Enov therefore implemented its Design Thinking methodology, the Méthode CUBE, structured around 3 stages — “CONNECT, CREATE and CHECK” — led by a team of transport, retail and marketing research experts experienced in innovation methodologies.

Workshop pour le projet APRR

The 3 stages of the project

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What made the difference

Removing barriers to imagination

Enov drew on the principles of design fiction, gamification and projection exercises to unleash creativity.

Balancing pure creativity with concrete, more technical insights

The wide range of participant expertise at every stage of the project.

Bringing ideas to life through prototyping

A sketch artist attended the workshops to create prototypes based on participants’ different ideas.

Results

  • 4 creative concepts came to life through the teams’ thinking
  • The final concept selected was presented by APRR to the ministry for ecological transition.
  • The project is now moving towards implementation in voreppe.
  • Within 5 years, this service area could host the first reinvented MMH, contributing to the collective effort to reduce CO2 emissions in cities.
Illustration projet APRR
Icône guillemets
Our marketing research project involved many constraints and uncertainties. Enov was able to propose tailored and complementary approaches, helping us structure our process and achieve our objectives more easily. The combination of methods and the inclusion of a diverse range of contributors, including our clients, fostered collective creativity and led to the definition of an innovative multimodal mobility hub concept. Thank you to the Enov teams for their commitment and for the constructive momentum created throughout the study.
Catherine VAYSSE,
Head of marketing, APRR