Insight-led innovation in
London’s micromobility sector.
Discover how Nourish Co-design used Indeemo’s mobile diary study platform to map the authentic experiences of Londoners navigating the city.
Capturing the journey in-the-moment.
To move beyond retrospective bias, Nourish Co-design used Indeemo to capture "in-situ" rider experiences. By having participants record their rides in real-time, the team could identify friction points that users often forget during traditional interviews.
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Visual evidence: Riders photographed physical barriers like poorly placed docks or dangerous junctions as they encountered them.
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Authentic emotions: Video diaries captured the "stress" and "vulnerability" of navigating London junctions in peak hours.
Project Highlights: The Power of Human Insight
Watch James Sunderland explain how Indeemo bridges the gap between digital systems and the unvarnished reality of the street.
01 Revealing Strategic Blind Spots
James explains how Indeemo reveals high-value product innovation opportunities by showing where brands lose user engagement across the holistic journey.
02 Frontline Reality vs. Bias
Why end-to-end trip mapping is the only way to move beyond retrospective bias and capture the unvarnished truth of the road.
03 Evidence-Driven Equity
See how granular human evidence provide the leverage needed to influence city planning and drive inclusive urban design.
The impact of the study
Providing actionable evidence for urban planners and micromobility operators to build safer, more equitable streets.
Highlighted how "pavement clutter" excludes disabled and elderly Londoners, directly influencing parking bay design and legislation.
Identified dangerous junctions where riders felt most vulnerable, leading to targeted physical junction improvements and infrastructure spend.
Advocated for cargo bike parking and inclusive dock designs to ensure micromobility works for everyone.
“In urban mobility, context is everything. Indeemo gave us an unfiltered, front-row seat to the rider experience. This helped uncover hidden barriers to help shape a more equitable future for London’s streets.”James Sunderland Founder, Nourish Codesign Ltd
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