Cruise

The future of autonomy

Services

In-Home InterviewRide Along StudyPersona CreationJourney MappingQuantitative ResearchDesign Strategy

Punchcut partnered with Cruise to research and identify consumer ride share patterns and expectations to inform the evolution of their autonomous mobility service.

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Quantitative Research

Survey design & analysis

We designed a custom set of surveys and recruited a statistically significant sample of respondents. A thorough analysis of the data revealed salient patterns and trends about rideshare behaviors and typical use cases in the given area.

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Quantitative Research

Survey design & analysis

We designed a custom set of surveys and recruited a statistically significant sample of respondents. A thorough analysis of the data revealed salient patterns and trends about rideshare behaviors and typical use cases in the given area.

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Qualitative Research

Contextual 
inquiries

We conducted contextual interviews and ride-alongs to better understand how rideshare users travel around and why they choose the modes they use. We probed deep into their pain points, motivations, and preferences.

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Ideation Tools

Personas & 
journeys

Key personas were developed from the research data, uncovering unique qualities of differing target groups. We designed journeys for each persona to expose opportunities the design and product teams could address.

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Ideation Tools

Personas & 
journeys

Key personas were developed from the research data, uncovering unique qualities of differing target groups. We designed journeys for each persona to expose opportunities the design and product teams could address.

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Frameworks

Experience principles

A set of universal experience principles were established to guide all product and service choices. These principles are core to the experience of all personas, and provide guidelines for all design choices.

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Working Style

Collaborative effort

Close collaboration between Punchcut and Cruise allowed for rapid decision-making and alignment at every step of the way. This provided a seamless handoff for C-suite circulation and company-wide education.

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Working Style

Collaborative effort

Close collaboration between Punchcut and Cruise allowed for rapid decision-making and alignment at every step of the way. This provided a seamless handoff for C-suite circulation and company-wide education.

Moving

Forward

The Cruise team was able to confidently move forward with their product decisions informed by Punchcut’s extensive research, persona driven opportunities, and universal experience principles.

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