SPIN RESEARCH

User Experience & Data Collection/Analysis

BIG QUESTION:

What if you had a mode of transportation that is sustainable, fast, and available on demand, BUT no one was using it?

Over the course of a year, I used Davis, California as a case study to investigate how shared micromobility (e-bikes & e-scooters) shape user behavior and adoption. Through surveys, site observations, operator data analysis, and stakeholder collaboration, I uncovered the critical financial and awareness barriers that limit everyday users from chooising this sustainable mode of transportation.

3 MAIN TAKEAWAYS:

1

Upfront Cost (not total cost) drives user decision

Users were significantly more willing to choose plans with low initial payments, even when the long-term cost was higher, showing that sticker shock is a major barrier to adoption.

Orange = lower upfront cost

Blue = lower total cost

YES

Willingness to Pay Scenario Survey Results

2

Most users are unaware of available pricing options and discounts.

The majority of respondents did not know about alternative plans or low-income programs, indicating that poor pricing visibility, not just price itself, limits engagement.

Spin offers a low-income discount rate on their e-scooters for those who qualify. Did you know about Spin’s discounted plan prior to this survey?

Were you aware about Spin’s other payment plan options?

3

Shared Micromobility is competing with reliable personal alternatives.

Many users rely on personal bikes or vehicles instead, suggesting that shared systems must feel financially predictable and easy to understand to compete with ownership.