Eileen Mandir

moovel app — The easiest way from A to B

moovel iOS App
moovel App - I want NOW from HERE to HOME

In the smartphone age, it is hard to imagine life without constant internet access - which is why there is an app for everything. What would the mobility ecosystem look like if we were to redesign it from scratch today?

moovel started as an innovation project of Daimler Business Innovation, the business unit of Daimer AG concerned with the development of mobility services. Following the successful free-floating car-sharing service car2go, »moovel« aims to provide effortless mobility even without owning a car by combining public transport, rental cars, ride-sharing, taxis, bicycles, and many other urban mobility services according to the user’s needs and context.

In the first phase of the product, the app offered information and booking access for five mobility providers in Stuttgart and Berlin: Public transit in Berlin-Brandenburg (VBB), Public transit in Stuttgart (SSB), Public transit tickets in the wider Stuttgart area (VVS), Daimler’s free-floating car-sharing service car2go and the ride-sharing provider mitfahrgelegenheit.de.

In the second phase, the service expanded to more cities and gradually integrated more mobility providers into the platform e.g. long-distance travel via train, coach, etc. Over the years the brand product and moovel had to pivot quite a few times. Eventually, the most promising market entry point was through white-label B2B and B2G apps for information, booking, and payment as well as on-demand shuttles services that operated as part of the local public transport system.

moovel web plattform

Side Fact

Daimler and BMW merged their mobility services with great media hype at the beginning of 2019 to compete against competitors like Uber. At the time, Daimler and BMW announced that “the sky is the limit” and invested a billion euros together. 2020 the carmakers sold the travel platform’s B2B and B2G business to Mobimeo GmbH, a wholly owned subsidiary of Deutsche Bahn.

My role:
Product Management & Strategy
Intial concept / design:
Jonas Heuer (Intuity Media Lab GmbH), Wolfgang Gruel (Daimler Business Innovation)
Commisioned by:
initially Daimler AG, the Daimler Mobility Services GmbH, then moovel Group GmbH :)

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