TO WALK AGAINSavannah: The Walkable City

“What if, instead of breaking them, the design of cities could naturally feed social ties? There must be a way for urban planners to make cities more human-centred and livable, by focusing on how the built environment affects sociality.”

- Stefano Serafini -

I N T E N T

T his course presented our class with an opportunity to develop a service

innovation project focused on the analysis an ecosystems. Through such

analysis we would be able to closely investigate and research relationships,

transactions, and value flows between stakeholders and actors with the intent to

study B2B relationships. Though it was our initial task to gain an understanding

of a relevant industry ecosystem and its actors, our reasoning for doing so shifted.

During our research phase we moved to focus less on the B2B relationships of our

ecosystem and shifted our attention to the qualitative attributes of the City and its

offerings. We now wanted to focus on Savannah’s ability to provide mobility to its

citizens and visitors alike.

Having one of the most walkable historic downtown districts in the United States

at our fingertips, made the City of Savannah, Georgia the perfect test-bed. Through

various forms and approaches to research, our team was able to evaluate the city

from its founding in 1733 and thus made informed decisions on how walkability and

by extension, mobility could be improved within the city. Each of us had our own

experience as pedestrians of the City. This meant that we also had an opinion that

would colour our initial responses. Guided by Primary and Secondary Research,

Heuristics, and the 7 Principles of Walkability Analysis, we designed and developed

a research strategy to both assess and challenge any initial assumptions we had about

the current conditions of the City with respect to mobility and walkability.

It was our hope that through this vigorous process we would be able to give detail

to our final problem in a manner that would shape opportunity spaces for Savannah

to improve upon its own walkability goals. What we found was that Savannah and

its citizens had been and were already grappling with the same issues we were just

beginning to discuss. Through our interviews and observations we also gained some

insight into the design of Savannah and the intentions of the city moving forward.

In the end, we used our findings to develop a set of design recommendations that we

hope can aid the City in its quest to be more walkable. In short, it is our wish that

this project provokes a longing for those who read it to walk again.

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T A B L E O F C O N T E N T S

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Background

The Link

Challenge

Industry Overview

D E V E L O P M E N T

Analysis

Research

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Service Offerings

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Opportunities

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Many Thanks

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S a v a n n a h , G e o r g i a U S A

P R O J E C T O R I G I N S

The goal of this project was to design a service design transformation of a B2B ecosystem. Throughout the course of the project the method of working was adapted to frame the phase goals and deliverables to be met. Our approach was influenced by theories of value as a constellation and an ecosystem analysis for value flow and networks.

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Like all special moments in design, the classroom is often full of hypothetical; fleeting and idealistic. It is through the making of connections; and certain linkages that we move toward real implications in service and design.

As a direct result from a business centered standpoint, people are the heart of this project. Despite the highly localized approach, this is a global issue that such an intervention would address. Our team spans 7 countries and 4 continents and 4 disciplines. As a result of such diversity, things learned here will have direct and indirect implications on the cities beyond Savannah. Like the best teams, a diverse approach is often the most effective. Essential to this process was ethnographic research. To ensure that our hypotheses were not completely biased and self-generated, we used raw data taken from our primary research to form the keys to good design, insights. Quite intentionally, human experience and knowledge became the major driver of our Service Offering.

Challenging convention creates opportunity. With each of these opportunities comes the chance to instigate a new discussion, which in turn can lead to new opportunities and innovative thinking. We made this document with the intent to share. Each reader of this document is meant to take with them new insights or reminders of Savannah’s potential to be a walkable and increasingly mobile city for the benefit of all citizens; old, new, long term and short. Conversations and offerings like this one should lead to even heavier discussion of obstacles and opportunities as Savannah enters a critical phase of change. As one of our interviewees stated, Savannah should seek to try things, to test them and make informed decisions that will bear lasting benefits. A more detailed look at our process and integrative offerings awaits you.

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Industry research

In order to identify an area of focus in which to find our footing, we broke off into teams to gather information. We began by looking at various industries. We looked into volume, location, innovation practices, growth and employment trends. Some of the industries explored were related to topics such as the Internet of Things, fashion, waste and disposal practices, food and transportation. Our research into transportation and the Internet of Things led us to a discussion on mobility. This was not an industry but an attribute of the same ecosystem we initially planned to study. Being located in Savannah then moved our discussion into the realm of walkability which we then settled on as our final project focus.

Savannah: The Walkable City

How might we reimagine the walkable city through Service? We tasked ourselves with finding an understanding of the Ecosystems of the City of Savannah through a lens focused on walkability and mobility. We sought to identify opportunities for increased mobility, access, choice of transportation and social interaction within a city that promotes itself as walkable. To do so we formed a hypothesis before testing it against a set of principles collected through secondary and primary research. Our journey did not solely occupy the physical sphere as it include virtual places as well. Our team looked into the past and present to paint a picture of why and how the city works but also to reveal opportunities for improvement. We then developed a set of proposals, ideas and as a result, recommendations for how the city could move forward; enhancing its urban experience.

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Savannah is a small urban city. An urban area is any developed place and its surrounding area. Most inhabitants of urban areas have non-agricultural jobs. These areas are highly developed, meaning there is an existing density of human structures such as houses, commercial buildings, roads, bridges, and railways.

“Urban environment” as a term can be used to identify cities, towns, and has also been stretched to include suburbs. These include the city itself. Many urban areas are called metropolitan areas, or “greater,” as in Greater New York or Greater London. Metropolitan areas are typically known for their independent attributes however, there have been cases where they have grown close enough to garner recognition as a new entity. When two or more metropolitan areas grow adjacent to one another or combine, the result may be known as a megalopolis. In the United States, the urban area of Boston, Massachusetts, eventually spread as far south as Washington, D.C., creating the megalopolis of BosWash, or the Northeast Corridor.

Rural areas are the opposite of urban areas. Rural areas, often called “the country,” have lower population densities and larger amounts of undeveloped land. Usually, the difference between a rural area and an urban area is clear. But in developed countries with large populations, such as Japan, the difference is becoming less clear. In the United States, settlements with 2,500 inhabitants or more are defined as urban. In Japan, which is far more densely populated than the U.S., only settlements with 30,000 people or more are considered urban. Around the globe, the dominant pattern of migration within countries has been from rural to urban areas. This is partly because improved technology has decreased the need for agricultural workers and partly because cities are seen as offering greater economic opportunities. Most of the world’s people, however, still live in rural areas.

Savannah is an urban environment that hosts 136,286 citizens (as of 2016) and in 2014 welcomed 13.4 million visitors. Savannah is described as a city that caters to special interest tourists. It’s distinct historical atmosphere and respect for the past continues to set Savannah apart from other small cities. In addition, Savannah’s Historic District is praised for its walkable nature. However it is not without its challenges. For a city like Savannah to support walking, it must have a dense mixture of land use, integrated streets and open spaces, and must ultimately be designed for people. Savannah from its inception responded to many of these with its Original Urban Plan. As a result of this, the Historic District is comfortable and convenient for pedestrians, even in the presence of the automobile.

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A N A L Y S I S

There is no distinct way to approach a project like this. Throughout the course of the project our method of working was adapted to frame and reframe both the goals and deliverables of our project. This approach was influenced by theories of value as a constellation and an ecosystem analysis for value flow and networks.

D E V E L O P M E N T P T 1

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Based on Den Oulden’s Value Flow Model we have mapped and visualized the complex system of mobility in Savannah. This tool is used with the premise of mapping actors in relation to a value proposition, with their relative position to the complementary offerings and supplementary networks. Adding a layer of analysis by incorporating the flows of value between actors, we then used this tool to understand the relationships between actors within the ecosystem of Savannah. This included the co-creation of value in the form of goods and services information, money, intangible values, etc. By understanding how value flows between actors, it provides us a holistic lens to address mobility in Savannah.

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Tourism Management + Ambassadorship

Public information office

Urban plan for the city

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To evaluate the Walkability in the Urban Environment of Savannah we turn onto principles and heuristics. Through secondary research we identified a set of 7 Principles of Walkability, which we paired with Service Design Heuristics. This broadened the scope of the principles, to address infrastructure and social factors.

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Principles of Walkability:1. Create fine-grained pedestrian circulation

2. Orient buildings to streets and open spaces

3. Organize uses to support public activity

4. Place parking behind or below buildings

5. Address the human scale with building and landscape details

6. Provide clear, continuous pedestrian access

7. Build complete streets

Service Design Heuristics:1. Address real need

2. Clarity of Service Offering

3. Build Lasting Relationships

4. Leverage Existing Resources

5. Actor Autonomy and Freedom

6. Graceful Entry and Exit

7. Set Expectations

8. The Right Information at the Right Time

9. Consistency Across Channels at Any Scale

10. Appropriate Pace and Rhythm of Delivery

Uninteresting View

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City LayoutFood dessert

Weather Issues

Personal Injuries/Fear of injuries

Too many cars

Urban Policy

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Inconvenient to explore

Experience to Park

Lack of accompaniment

Dependents(i.e. small children)

Laziness/No desire/motivation/incentives

Poor Walkaways (i.e. damaged sidewalks, holes)

Little downtown parking

Crime/safety

Personal health is-sues

Few sidewalk ways/Trails/paths that lead directly to major desti-nations

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Conflict Matrix maps out different issues that prevents Savannah to become a better walkable city. After listing down the issues, we placed it on a 2 x 2 matrix of having influential/less influential axis and extreme issues/minor issues axis. We are able to understand the relevancy between issues of preventing Savannah to become more walkable.

C O N F L I C T M A T R I X

Our core value proposition is: for citizens who live in this urban environment, our city offering provides walkability. We do this by implementing the seven principles through the service design heuristics, unlike car centric urban environments, our offering will empower long-term connections between each other and the city producing a rich local culture for all, exposure to local businesses in a healthy and pleasant manner.

A value proposition is a promise of value to be delivered and acknowledged. Our statement is the promise of experiences, benefits, and values while helping Savannah to become a better walkable city.

We developed multiple versions of the core value proposition by first identify the target audience, mission, the purpose, our offerings and how walkable Savannah is different from other cities.

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Our methodology was based on qualitative research through an ethnographic approach. By following the process of secondary and primary research (observations, interviews) we were able to solidify our assumptions through an affinity process and make sure that our concepts would be compelling to the real world scenario.

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The majority of U.S. citizens now live in urban areas. City residents have come to expect clean air, effective waste removal, and reliable energy supplies, transportation and communication. The infrastructure that provides these goods and services is a diverse assemblage of roads, sewers, pipes, power plants and wires. Recently, trees and greenspace have come to be regarded as green infrastructure, a living system in contrast to the engineered structures of gray infrastructure.

Urban forest research has revealed a diversity of environmental, economic and social benefits. These benefits can be thought of as the goods and services that green infrastructure delivers. While studies of social benefits once trailed our understanding of environmental benefits, research in recent decades has revealed many psychosocial dynamics. It appears that the experience of nature in cities is integral to human health, well being and quality of life.

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The following are the key findings extracted from our Secondary Research analysis.

W H AT I S WA L K A B I L I T Y ? Walkability can be defined as to what extent the built environment or the surrounding region could encourage and support the act of walking [1]. Walkability is usually linked to the quality of the built environment and connected by the quality of the pedestrian environment.

A B O U T WA L K A B L E C I T I E S Walkable cities or walkable communities focus on creating safe, healthy and foot-friendly environments that allow for reasonable and productive commercial and residential growth and at the same taking the stress off of our dependence on cars.

Walkable communities are an innovative way to develop small tracts of land that offer economic development advantages for retail, office and residential space, and doing it in a way that people can enjoy this unique approach by walking or riding a bicycle.

Not only do walkable community plans boost economic development by providing retail, office and residential place in an efficient way, but there also is a greater emphasis placed on walking to these destinations to promote a more healthy lifestyle. S AVA N N A H ’ S U R B A N P L A N N I N G Savannah’s plan is among the most researched and analyzed in the history of American city planning.

It was arranged around a system of squares that could be replicated, so as the city grew it kept adding new wards, and each ward had at its center a public square. The city is internationally renowned for this very unique urban plan, which has survived the test of history. Over the course of three centuries now it has remained very much intact.

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WA L K S C O R E - M E A S U R I N G WA L K A B I L I T Y

To calculate the rankings, Walk Score analyzed over 10 million locations and computed more than 2 billion walking routes for 2,500 U.S. cities. For the second year in a row, the Walk Score ranking uses the Street Smart Walk Score algorithm that incorporates walking routes, depth of choice, pedestrian friendliness, population and neighbourhood data. The changes in scores between the 2011 and 2015 rankings reflect changes in methodology (Classic Walk Score vs. Street Smart Walk Score) as well as changes in the cities themselves.

2015 ReportNew York, the nation’s most walkable city, has increased its lead over No. 2 San Francisco in the latest ranking by Walk Score®. The two cities essentially tied for first place in 2011. Walk Score, a Redfin company, ranked the most walkable U.S. cities with populations of more than 300,000.

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https://www.redfin.com/blog/2015/04/walk-score-ranks-the-most-walkable-cities-of-2015.html

Walk Score Ranking of Large U.S. Cities

R E S E A R C H Q U E S T I O N S

What is walkability?

What are the enablers of walkability in a city?

How should the city address walkability moving forward?

What are the factors that inhibit walkability in a city?

What are the most walkable squares?

Where do you like to walk? And why?

Where do you wish to walk to?

Who are the actors in a walkable city?

What’s the value of walkability to the city/to the citizens?

How was/is walkability perceived in Savannah?

What makes your walk enjoyable/unenjoyable?

What causes you to walk?

What would encourage you to walk more/less?

We applied the 7 Principles of Walkability developed by SPUR’s report Getting to Great Places as the main criteria to scope our research development.

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It was now time to start a Primary Research plan. We had quite an informed hypothesis with respect to our Secondary Research but had now realized how important it was to test this hypothesis. Observations would be our first step to discovering whether or not we were on a viable path or in danger of formulating false need.

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We broke off into new teams to cover the downtown area of Savannah in order to observe the tourist and citizen behaviour. We used the A.E.I.O.U framework to help us identify the main activities, environment, interactions, objects and users. We’ve provided some samples from those observations.

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Saturday, April 30th, 201610:30 am - 11:00 am

These were our observations using the AEIOU Framework

ACTIVITIESPeople spitting in the grass while walking and talking, burping out loud, walking to gym, museum patrons/visitors, no one is looking for directions, people seeing familiar faces, greetings, brief conversations, slower pace, early drinking

ENVIRONMENTSquare of trees, nicely frames activity beyond, cars people trees/framing, nature fills in and shapes the space, play of light

INTERACTIONCouples holding hands, couples shopping , carefree/aimless

OBJECTSDrinksBagsPhonesStrollers

USERSTourists St Bernard More locals than tourists Lots of Babies Couples Elderly

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Saturday, April 30th, 201611 am - 11:30 am

ACTIVITIESHorse and Carriage Historic tour, snippets for all to hear, constant flow in and out of StarbucksSkateboarding on Broughton, illegal parking, jaywalking, people rearranging street furniture for comfort or function

ENVIRONMENT4 Way Intersection, continuous shade on southern side of street, Starbucks, varying trees and scale, on street parking, room for trolleys

INTERACTIONSTalkingCasual ConversationObjectsHatsFlip-flopsFruit from farmers marketYoga matsShopping bagsMapsHead and ear phonesRed solo cups

UsersCouples Young AdultsCollege Students Tourists LocalsFoxy Loxy Supporters

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The major findings of our observations were that heavy traffic on Bay St proposes a significant boundary and that Savannah is indeed an ideal place for walking and biking. However, there are not enough bikes or spaces for people to do so in addition to exploring the city on foot.

It was now our thought that through a service offering, the city could then offer higher value or importance to people so that we could shift the balance in the favor of pedestrian experience.

Questions Asked During AnalysisHow many minutes do we need to cross Bay Street? Does the sensor detect the amount of people that needs to cross?What are the alternatives to developing a seamless transition between the people that are crossing Bay Street to River Street?What is the existing speed limit on Bay Street?

To conclude this step of the research we affinitized our observation key points using the seven principles of walkability. Through this process we were able to disqualify our intitial hypothesis that Savannah was not walkable and to justify that downtown Historic Savannah is indeed walkable. Here is what we found:

R E S E A R C H O U T C O M E S PRINCIPLE 1Fine Grain Pedestrian Circulation Pace Sidewalks

PRINCIPLE 2 Orient Buildings to streets + open-spaces Benches - Urban Furniture Environment affords “joy” Street Lights

PRINCIPLE 3 Organize uses to support public activity Parking Crosswalks / Activity Tourist Activities Resident Activities Tours To-go Cups Accessibility Pet Friendly People with Walkers (capacity) Cat-a-bike Service Comfort Trash Bins Environment affords “joy”

PRINCIPLE 4 | Hide Parking Parking Crosswalks / Activity

PRINCIPLE 5 | Address Human Scale Tourist Activities Resident Activities Engagement with surroundings Accessibility Street Lights Trash Bins Urban Signage Noise Comfort Sidewalks

PRINCIPLE 6 Clear Continuous Pedestrian Access Urban Signage Sidewalks People with Walkers (capacity) Crosswalks / Activity

PRINCIPLE 7 | Design Complete Streets Shading Trash Bins Crosswalks / Activity Privacy

“The good and bad are irrelevant in the absence of context. Seek it. Value in our work is determined by the values of the players we serve and the way we learn to view them.”

Inspired by Xenia

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Before we dove into the interview process it was important to discuss who should we talk to. We realized that our main stakeholders needed to be field experts. They would be the ones to help validate and test our hypothesis.

Here are the experts we interviewed

“I think of it as the ability to sort of live a full middle-class lifestyle by being able to walk to most of your destinations. So that encompasses a lot of different things. It means you can walk to get to your employment, entertainment, to get to recreation and to the services that you need on a daily basis. Also in a manner that those are the sorts of things that are accessible to everyone.”

-Kevin Klinkenberg

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Walkability Redefined - During one of our sessions we brainstormed specific questions to ask our interviewees. We reframed our project from considering not only walkability but also mobility as an infrastructure needed to respond to the actor’s needs in the ecosystem.

These are the interview questions we used to analyse and cross data

SAFETYWhat are the main issues facing pedestrians and their safety downtown?

What is the actual safety plan of Savannah today and how can it be improved?

How would you “solve” the safety issues of a pedestrians crossing on Bay Street?

PROJECT IMPLEMENTATION - CITYWhat are the basics of an urban planning project to get the city of Savannah on board?

What is the strategic planning for mobility in Savannah? What changed in the past 20 years?

How is the implementation process for urban furniture/city signage in the government planning?

What is the political process to implement a traffic plan in Savannah?

PARKING + WALKABILITYWhat are the main issues about parking in Savannah?

How can we encourage daily drivers to walk within the boundaries of downtown Savannah?

How do you feel about parking outside Savannah and walk to the attractions?

Do you walk a lot in Savannah? How do you feel?

What makes your walk enjoyable/unenjoyable?

How would you promote Savannah as a walkable city to new visitors?

BUSINESS + MOBILITYWhat are the social/economical driving forces in Savannah?

How does your business influences mobility in Savannah?

What has been the greatest obstacle of mobility in Savannah?

How does tourism positive or negative influences mobility development downtown?

What kind of incentives the government provides mobility projects?

Who or What are the barriers to making radical changes with respect to mobility?

URBAN PLANNINGWho manages the urban furniture in Savannah?

How does the urban furniture implementation plan works?

How does the current Savannah urban planning influences well being?

How do you facilitate a citizen/tourist to do their daily tasks?

PUBLIC TRANSPORTATIONHow can we raise the use and profile of public transportation in Savannah?

In what ways have you tried to address the attitude toward public transportation in Savannah?

How can we inform pedestrians and auto users of current conditions to influence their choices of transportation?

FUTURE EXPECTATIONSHow do you envision Savannah in 20 years?

How does the original urban plan influence plans for the future? (Does it ? +/-)

How do you envision tourism in Savannah 10-15 years from now?

What role do you see the car playing within the city over the next 20 years?

We conducted in total 8 interviews: 6 expert interviews and also, 2 local citizens that helped us validate our

findings from secondary and observations research. Here is the list of the people we interviewed:

1) Jeremy and Joe - CEO and Vice-President - Visit Savannah

2) Jane -Transportation Planner - MPC

3) Bridget Lidy - Director of Tourism M. + Ambassadorship

4) Jeff Eley - Board Chair of Historic Savannah Foundation

5) Nick and Ashley - City of Savannah Sustainability

6) Kevin Klinkenberg - SPR

7) Local citizens- Melanie Mirande +1

Our next steps were to transcribe interviews and select data points that were going to be used for the AFFINITY PROCESS.

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There is no worse thing than to answer the wrong questions. To make sure that our project investigation dodged this error, we conducted structured interviews with real actors and stakeholders that formed the keys to our responsive design: insights. Insights encourage designers to think about the roles of actors, citizens and other stakeholders.

After gathering data from Secondary and Primary Research it was time to find any commonalities by clustering this information in a process called Affinity Mapping. We used three levels of affinitization to organize our information. During the first level it was important to categorize the data into theme buckets so that we could start to understand the basic connections. We ended up with 24 main clusters which we then framed in “I” sentences to really capture the voices of the user:

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1) I understand that downtown Savannah has a walkable (destinations, information + interest) foundation. That is a lost when you head south of that area.(Highway/Expressway)

2) I acknowledge that we have choices in our modes of transport and this affects one’s experiencing downtown.

3) I believe that people are simply bothered by traffic and parking in their neighbourhood. 4) I find that Savannah has a unique potential to serve the greater population by providing a variety of options and services.

5) I believe that understanding the needs + experiences of the community is essential to the success of our offerings.

6) I acknowledge that more walkable places + activities will/ can provide a healthier lifestyle.

7) I acknowledge a need for more progressive approaches to parking and legislation approach needs to be updated.

8) I believe research is important because it changes the way we understand a situation but it’s often undervalued.

9) I acknowledge that the city has the knowledge and variety of approaches to manage automotive traffic.

10) I find many benefits is being less car-centric.( safety, social, health, financial, proximity, environment)

11) I often encounter a variety of obstacles when attempting to be car-centric.

12) I understand that being able to make choices of mobility is related to my socio- economic class.

13) I feel unsafe crossing a wide, fast street(Bay street, Drayton, MLK) and that hinders walkability.

14) I perceive that Bay Street and Derenne has complex planning that enables traffic issues.

15) I wish there was a more efficient bike friendly infrastructure.

16) I feel encouraged exploring a city through walking.

17) I believe that the future of Savannah relies on technology, connectivity, sustainability, and cultural diversity

18) I believe that an effective way-finding depends on different tools, such as signage and the technology.

19) I believe there’s a growing support from the city in response and communities desire to address issues of sustainability + walkability.

20) I understand that downtown Savannah facilitates mobility but it has the potential to grow/move forward.

21) I acknowledge current traffic designs are still very auto centric which presents dangers to all users, drivers, walkers, and cyclists

22) I understand and respect the historical value of downtown Savannah and it needs to be preserved

23) I am aware of the constraints related to Savannah’s department: from founding, from multi-stakeholders, from legacy(long-term workers)

24) I believe that social habits evolve according to basic needs and influences the way I move around

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For the next level of affinitization of clusters we divided ourselves into 2 groups and used the supporting statements to synthesize them by higher level of connections. We finished this process with 6 main powerful insights:

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“Make it visible, let it grow!”

Wayfinding, signage and the integration of technology is essential for sustainable growth

“Complex[city]”

In order to address future infrastructure across multiple modes of mobility, the current knowledge base must be used effectively to inform

complex planning.

I N S I G H T 1

I N S I G H T 2

I N S I G H T 3

“Know the issue, respond in a meaningful manner”

Through research focused on actor’s mobility needs, Savannah can leverage its potential

“More money, more options (no money, no adoption)”

The degree of choice is defined by social-economical status, access to activities and services, and city support, which dictates the

experience downtown.

“ A respect for the past, with an eye to the future”

Mobility focused legacy projects should continue with a respect for the historical value of Savannah

I N S I G H T 4

I N S I G H T 5

I N S I G H T 6

“Work together, walk together”Through government coordination the city may address the obstacles of a car centric environment while underscoring the benefits of a less-car

dependant lifestyle

1. “KNOW THE ISSUE, RESPOND IN A MEANINGFUL MANNER” Through research focused on actor’s mobility needs, Savannah can leverage its potential

Interview Quotes:

“We have some major issue with poverty, crime, and education and those are not things after decades of

disinvestment that we are going to be able to recover from in 5 years but they are on everyone’s minds now

that I don’t think they have been for quite a while and I think Savannah specifically is in a unique position

in the state to be a leading city in the south around sustainable community, progressive living. More so than

Atlanta, which can be its own thing not even a part of the state of Georgia.”

“If you can create a viable series of neighbourhoods or communities that appeal to middle class people you

will also get low income people and will also work for them. But if you sort of start from the other direction,

you tend to not to get them.”

2. “COMPLEX[CITY]” In order to address future infrastructure across multiple modes of mobility, the current knowledge base

must be used effectively to inform complex planning.

Data from research:

Infrastructure systems have been a part of cities for millennia. The Romans were known for their accomplished

engineering of road and water delivery systems. Some of the basic principles of ancient systems have continued

through the ages. Entirely new infrastructure systems continue to emerge, such as the electricity in the

early 1900s and telecommunications in the early 2000s. The spatial intersection of infrastructure systems is

complex; recent optic fiber cable installations in cities have impacted the function of roads and other systems.

Interview Quotes:

“The greatest obstacle to mobility in Sav are feeling safe, crossing the street, the heat.”

“We have a very dense intersections, so the side streets come out and you’ve got building right up to the

corner which is nice for the sense of enclosure and everything but that presents a problem for sidelines, so

cars coming out of side streets don’t realize that both lanes are going in the same direction.”

3. “MAKE IT VISIBLE, LET IT GROW!” Wayfinding, signage and the integration of technology is essential for sustainable growth

Data research:

The City of Savannah working to make it easier for tourists and locals to get around downtown. Wednesday,

they unveiled the first wayfinding signs. The City of Savannah, along with Savannah Mobility Management,

reamed up to develop a wayfinding system. The purpose is to help direct people to parking garages, and

navigate the Historic and Convention Districts of the city.

Interview Quotes:

“I was thinking about how Uber is going to impact transportation behaviour, I think we won’t necessarily

have fewer trips on the road but we maybe be using less lanes for parking if people are not driving their own

car and leaving out there all day.”

“The biggest key to walkability requires wayfinding and proper signage”

“27 new signs are coming to the city in the next 3 months, encouraging better wayfinding”

4. “WORK TOGETHER, WALK TOGETHER” Through government coordination the city may address the obstacles of a car centric environment while

underscoring the benefits of a less-car dependant lifestyle

Interview Quotes:

“The main issues about parking: finding a spot.”

“I think that Savannah has always been a walkable city. I don’t think it’s a radical departure from where we

are today. We’ve kind of been looking at all of the trends that have been taking place and looking into the

future years to see what we can anticipate and making sure that we have our infrastructure in place that is

complementary to the Historic District that is walkable.”

“The Community is where we see most of the cool shift, and the city responds to that. That’s our role with

this thing, I mean the city’s role.”

O U R I N S I G H T S S U P P O R T E D

5. “ THE RESPECT FOR THE PAST, WITH AN EYE TO THE FUTURE” Mobility focused legacy projects should continue with a respect for the historical value of Savannah

Interview Quotes: “There are so many parallel streets that suppress the volumes out so that no one street is really terribly

congested.”

“Instead of just looking at the historic district, how do you identify other parts of a community like Savannah

that has this [walkable historic district] which everything is happen and everyone is looking at which is

important to talk about but how are you creating models for other areas where there’s this feeling that it’s

connected but doesn’t have to be inserted and woven together.”

“I live in downtown Savannah so I’m attracted to the city and its history and feel that’s the cornerstone on

which our plans for the future need to be based. It’s about maintaining a place that is not “anywhere USA.”

6. “MORE MONEY, MORE OPTIONS (NO MONEY, NO ADOPTION)” The degree of choice is defined by social-economical status, access to activities and services, and city

support, which dictates the experience downtown.

Interview Quotes: “We tell people to walk through the squares, and that in 15 minutes they can get anywhere. If it gets late and

you don’t feel safe just use pedicabs.”

“I think there are definitely locals that use transportation and throughout the south it’s very much related to

income and the ability to own a car.”

“I think of it as the ability to sort of live a full middle-class lifestyle by being able to walk to most of your

destinations. There are shorter ways of saying it but in essence, the goal of having walkable communities is not

walking for recreation, it’s not walking solely to just go out to dinner; that’s certainly a benefit.”

Being able to converge this data into insights helped us visualize and capture the overall findings from our mobility project.

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S E RV I C E O F F E R I N G S

P r o p o s a l s f o r S o l u t i o n s

( P R O P O S E , P R O P O S E )

H Y P O T H E S I S I

P E D I C A B

We believe the City of Savannah is uniquely poised to be a leading historic city that offers visitors and citizens alike, future forward opportunities to achieve sustainable and healthy lives. From early observation of life and mobility throughout the Historic District we found the city is not capitalizing on these inherent opportunities choosing to instead focus on developing its tourist and services industry interests at the expense of its history, citizens, and the qualities that make Savannah a destination.

Proposed SolutionThe City of Savannah may choose to provide an operational framework to increase the mobility of all actors immersed in the city and walkability to affect the experience all have with the city, community and commercial components. Focusing on an existing service for enhancement to build a balanced solution creates an opportunity across the entire spectrum of interests involved in a city. Pedicab stands out as the optimal candidate for this enhancement as its model and means naturally align with mobility emerging in the gig economy, specifically Uber as a best example.

Value Proposition Our core value proposition is for gig-trepreneurs and existing providers who live in the City of Savannah. This offering would facilitate increased connectivity of people, services and businesses in a manner conducive with a symbiotic life style. We do this by providing a service framework consisting of operational processes and assistive technology to build an end-to-end solution to provision the city service with minimal overhead and negative impact to the historic environment. Our offering will empower long-term connections between each other and the city producing a rich local culture for all, exposure to local businesses in a healthy and pleasant manner.

Potential Solution ImpactThe following attributes stemming from the proposed solution generate a broad range of positive benefits and innovative applications of technology to best serve our core actors and stakeholders.

SafetyCarrier identification through mobile applicationPassenger check-in verification through mobile applicationPassenger GPS through mobile applicationCarrier/Passenger panic button to alert authorities though mobile applicationRating system of carriers by customers which contributes to preferred carriersCashless transactions / tips for service are addressed after service through mobile applicationCarrier is less of a “target” without cash

Commerce The Pedicab can be used as an advertising space for local businesses or even fixed rides to bring traffic to their respective locationsAdvertising space body of pedicab is LEDs so that information can be updated frequently for public service announcements, information sharing Individuals and groups may secure the services of Pedicabs to shuttle users from place to place with the option to customize the vehicles with decorations and relevant messaging through LED technology (i.e. wedding parties) Customers access service using ride credits purchased from the city through various portals, i.e. hotels, tours, coffee shops, retail shops, visitor center, website, etc. Ride credits are transferable between customers via mobile application or websiteZero-cash transaction service

Economic Gig (sharing) economy modelCatalyst to inspire new business within this modelExpanded work opportunity (mini-jobs)Flexible work style meeting unique needs of people for whom traditional work failed

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How might we affect these attributes and actors through a lens of walkability to provide mutual benefits for citizens, businesses, and the city that serves them?

TransportCarriers have storage, under seats, under the carriage, overhead racks, or tow behind trailerCarriages have a model diversity some came carry a family of 4, some have unique capacity considerations, some can fit only one passengerMore intimate means of travel with local carrierSlower pace more connection to surroundings

MobilityAccessible to more peopleReduces auto trafficIncreases everyone’s capacity to move greater distances in relative comfortDesign to service unique capacity and all other passenger needs are metEmpowerment of disinvested communities

Traffic Design / ManagementIncrease of historic marker and street signageIncrease of bike lanesCity ordinances to restrict private automotive traffic in the historic districtLower impact on infrastructure

SustainabilityReduction of toxic gases from automotive trafficGreater preservation of historic landmarksReduction of noise pollutionEnergy independent

Give BackExchange unused credits for tiered reward of savannah branded memorabilia, this pool of credit is awarded to recipients of federal and state financial aid, or people who require assistance

Ads

Coupons

Fares

Passes

Intangible value gained: noise reduction, creation of jobs, increased biking capacity,pollution reduction, increased health and wellness, and conviviality

Events: weddings, fairs, festivals, organizational happenings

Customer RelationshipsValue PropositionsKey ActivitiesKey Partnerships Customer Segments

Key Resources Channels

Revenue StreamsCost Structure

Costs of Operating: Printing, Administrative fees, Fixed + variable expenses

Drivers, Salaries

Insurance

Pedicab Depreciation

Pedicab Maintenance

Pedicab Storage Warehouse/Garage

Advertisers

Pedicab suppliers

App Developers

Hotels| B+B | Restaurants

Event Planners

Media Outlets

Print Material Providers

Recruitment + Training

Customer Attraction

Safety

MaintenanceCommunity Management

Enhanced Mobility

Brand Continuum

Provision of Information

Enhanced Safety 2 way rating

Rewards

Visitors (Short-term)

Advertisers

Residents (Temporary + Permanent)

Strategic Partners

Stops + Signage

Connect Savannah

Savannah Tourism

Savannah City Website

Billboards

Visit Savannah

Pedicab vehicles

System

The Business Model Canvas

* Color denotes individual segments affecting the business model and their outcomes.

RATINGSYSTEM

RECOMMENDTHINGS TO DO

(wayfinding)

ADVERTISINGSPACE

CUSTOMIZATION

GROUPRIDES

RIDETYPES

PEDI-CABSERVICE

STOPS+

SIGNAGEAPP

(required waiver)

TRAINING+

RECRUITING

SMARTPHONES(driver owned)

GARAGE

CHECKIN

MONTHLY/WEEKLYPASSES

PAYMENTMETHOD

GPSTRACKING

POINT/REWARDS(referrals,

merchandizing)

SPECIALCAPACITY

ACCOMODATION

PANIC

BUTTON

BACKGROUNDCHECK

PEDI-CAB(roofed vehicle)

INSURANCE(included in pricingvisible on tickets)

STORAGE

TRAININGFOR DRIVERS

(also those withunique

capacity)

Service Offering Map

• The Service Package informs what the goods and services involved in the delivery of the main service offering are. The model highlights the core offering as a Pedi-cab service (red). In order for this service to be delivered the city would rely on enabling services (green) such as a mobile app, training and recruiting of service-providers, the Pedi-cab vehicle and the necessary stops and signage infrastructure. The layer that follows, encompases goods and services that differentiate the offer from existing models. This includes a check-in feature, GPS tracking, accommodation for passengers with unique capacities, advertising space on the Pedi-cab vehicle and monthly/weekly passes.

C O N N E C T E D + P R O T E C T E D B I K E R O U T E

H y p o t h e s i s I A d d i t i o n a l O p p o r t u n i t y I

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Overview

Research revealed the lack of a connected bike route that could take residents and visitors from downtown Savannah to other parts of town. Currently, there is a bike route available, coined Truman Greenway, that connects Truman Parkway, a major vein in Savannah, to the thriving Montgomery Crossroads area that includes Wal-Mart, Sam’s Club, various restaurants, parks, and lakes. Expansion of the Truman Greenway within this red square would be a benefit to downtown residents and visitors affording them bike route from north-south and vice-versa. Another opportunity rests here.

If we could continue this current bike route to downtown, this would not only encourage more bike traffic, but it would also encourage a safe means to do so. This dedicated lane would show the seriousness of the city’s dedication to safe cycling as well as provide another means for users to travel from the South end of Savannah to the North, and vice versa.

Currently, the City of Savannah has a bike-share program, CAT Bike, that could also be used in conjunction with such bike route efforts. According to an August 2014 article in Savannah Morning News, the bike share program hasn’t been as popular as the city initially expected. Creating more interesting, stimulating, and safe routes could potentially increase the usage of the cities bike-share as well as possibly reducing car-dependent residents and visitors in Savannah.

I N C E N T I V I Z E D T R A F F I C M A N A G E M E N T

H y p o t h e s i s IA d d i t i o n a l O p p o r t u n i t y I I

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Overview

A final opportunity our team realized was through means of incentivizing both residents and visitors to choose less car-centric methods of transportation. Incentives would provide a positive means of motivation for individuals to choose to bike, walk, or use public transportation. Negative means of this is higher parking fees, tickets, removing parking, fines, etc. Examples of such incentives could range from tax credits for residents who choose to be less car-centric to rewards programs for visitors to encourage use of pedicabs, biking, walking, or public transportation.

Through incentivizing citizens the city would even be able to provide a “fun” or enjoyable platform to better engage current residents and expectant visitors. In an effort to collect more data on both residents and visitors, an incentivized system would do just this. This could potentially provide more insight into transportation habits, eating habits, and exercise and physical fitness habits. This information could prove invaluable as the city expands into a more walkable and less car-centric environment. Data such as this could better determine the interests of both residents and visitors and their expectations. At this time, information such as this may be harder to acquire.

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H Y P O T H E S I S I I

B AY ’ S C R O S S I N G

We believe that Bay St is a difficult and dangerous crossing for pedestrians due to the volume and physical size of vehicles that dominate this corridor. The location of this route connecting East and West Savannah divides in doing so the Historic Riverfront from Historic Downtown. This presents a particular threat to both citizens and visitor pedestrian as the riverfront is a unique destination that receives a high volume of pedestrian use. From observation of pedestrian use in this area, this interruption greatly diminishes the experience had by all who visit.

How might we shift the use of this road to mend the vision created by this highly commercial corridor?

Overview

Our final solution would be to install a smart street crossing system. Solar Roadways® (SR) is a modular system of specially engineered solar panels that can support multiple types of traffic. The panels contain LED lights to create lines and signage without paint. In addition, the panels have microprocessors, which increases their function. This allows the panels to communicate with each other, a central control station, and vehicles. The City of Savannah may take advantage of this innovative technology to regulate traffic at this initial junction. In addition to solving the interruption of pedestrian flow, this system can be used to create patterns for notices, advertisements or celebrations. This idea was the result of direct collaboration with our interviewees. We used the insights gathered to address the claims that wayfinding, signage and the integration of technology is essential for sustainable growth.

Value Proposition

Our core value proposition is for tourists who visit downtown Savannah. Our city provides intriguing features to encourage people to visit River St. We do this by engaging interactive technology into wayfinding unlike other unpleasant signage. Our service offers a better experience of guiding people around the City of Savannah

Service Offerings

Solar panelsCrossing lightsCustomizationMaintenance

ProgrammingRoadsSensors

Potential Solution Impact

Short term:WalkabilityCommerceSolar energySafety

Long-term:City image/reputationSave cost

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H y p o t h e s i s I IA d d i t i o n a l O p p o r t u n i t y I

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Overview

Building upon the City of Savannah’s current health and wellness campaign, our team is confident that an opportunity to encourage and facilitate a more walkable city would be through the use of wearable technologies. Currently, Savannah is encouraging use of Fitbit technology to inspire visitors to explore the city by foot. Visit Savannah, a marketing arm of the city, has developed a social media campaign through the use of YouTube videos in which show three different routes visitors can take that will allow them to reach 10,000 steps with each route.

According to Centers for Disease Control anywhere from 7,000 to 8,000 steps per day is recommended, however, more commonly it is encouraged that 10,000 is an adequate amount. Upon gaining much popularity, 10,000 is now the most common and accepted goal for an individual to achieve in one day to have ideal health.

With this in mind, our team suggests that an opportunity for the City of Savannah to expand and reach optimal walkability would be to invest in wearables focused on pedestrian and non-car centric transportation.

Currently, Google has partnered with Levi’s to bring a jacket that will have a “dongle” or “wearable” embedded in the arm. They have produced a film that explains the features of the jacket and seems to target commuters and those who travel to work. In the video, (viewed here: http://bit.ly/1U74FeP) it shows the commuter being able to answer and dismiss calls as well as get directions to locations and see nearby places.

The City of Savannah could benefit by utilizing technologies such as this that would integrate seamlessly into both residents and visitors’ experiences that would guide, redirect, or expose them to various landmarks, shops, and experiences throughout the city.

S M A R T S I G N A G E

H y p o t h e s i s I IA d d i t i o n a l O p p o r t u n i t y I I

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Overview

Through analyzing our primary and secondary research, we arrived at an opportunity that lay in smart signage and wayfinding. The combination of appropriate signage and the latest technologies, can truly benefit visitors and residents, alike. Apps, smartphones (and even wearable technologies), and integrated technologies are now quite commonplace for cities to invest in. From paying the parking meter through a mobile app to voice-command crosswalks, these technologies are now the normal for many cities across the world.

Although there is much integration with technology throughout many cities (i.e. crosswalks, digital and versatile traffic lights, etc.) there is room for more. Our team is not suggesting more technology to be embedded within cities simply just to have more, but because new technologies are constantly being developed that can benefit all citizens and visitors.

Mobile apps are also quite common and allow customers and users quick access to stored data, preferences, shopping history, payment information, etc. An app dedicated to the city is an opportunity to encourage walkability by combining all relevant information about downtown, especially, landmarks, sights, attractions, parking, rules, policies, etc.

Another common technology is GPS location and tracking either through smart devices or through navigation devices such as Garmin. Currently, popular navigation apps such as Waze are combining navigation with coupons, discounts, and offers of local places through a user’s’ journey to attract new customers. Herein, lay another opportunity for cities. As it stands, the Waze app only advertises products, but not landmarks, tours, or experiences. What if a city, such as Savannah, could capitalize on such an opportunity?

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M A N Y T H A N K S

I n performing our respective tasks, we had the great fortune to receive guidance by some respected persons, who deserve our greatest gratitude. The completion of this project gives us much Pleasure. We would like to show our gratitude

Xènia Viladàs, Professor of Service Design, SCAD for designing the course to introduce the Ecosystem Map which is undoubtedly another invaluable tool we all have in our collection. The dedication and assistance shown throughout numerous class and work sessions is at the very heart of success of this project. We would also like to expand our deepest gratitude for your patience and sharing your knowledge to move the project forward in unforeseen however positive ways.

We have to express our appreciation to all project research participants, who with their insights and intimate knowledge of the organizations, processes, and subject matter have contributed to our collective success. This research was supported by the following individuals:

Jeremy and Joe, Visit Savannah

Jane -Transportation Planner, Metropolitan Planning Commission (MPC)

Bridget Lidy - Director of Tourism M. & Ambassadorship

Jeff Eley - Board Chair of Historic Savannah Foundation

Melanie Mirande, Local Citizen

Nick and Ashley, City of Savannah Sustainability Office

Kevin Klinkenberg, SPR

We would like to express our sincere thanks towards all participants who devoted their time and knowledge to the completion of this project.Many people, especially our classmates and team members, have made invaluable commitments to this project which gave us inspiration to continually improve our process, and outcome.

Nevertheless, we express our gratitude toward our families and peers for their kind co-operation and encouragement which help us in completion of this project.

C O N T R I B U T O R S

Aaron Pompei

Alexis X.A. Roberts

Amantha Lott

Carol Massá

Isaac Hsu

Lucia Cozzi

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10.000 Steps (2016). Retrieved from Visit Savannah website:

http://visitsavannah.com/trip­ideas/10,000­steps.aspx

Accessible guide to Savannah's historic district. (2013). Retrieved from City of Savannah website:

http://www.savannahga.gov/DocumentCenter/View/3283

Arshad, A., Bahari, N., Hashim, W. & Halim, A. (2016). Gender differences in pedestrian perception and

satisfaction on the walkability of kuala lumpur city center. EDP Sciences

Bicycle Rental in Savannah. (November, 2013). Retrieved from

http://www.perryrubberbikeshop.com/wp­content/uploads/2013/11/photoshoprental4.jpg

Campaign, S. B. (n.d.). The Truman Greenway. Retrieved from

http://www.trumangreenway.org/about­the­greenway/

City of Savannah CAT Bike Share. (n.d.). Retrieved from

http://cache.marriott.com/propertyimages/s/savrf/phototour/savrf_phototour81.jpg?Log=1

City of Savannah CAT Bus. (n.d.). Retrieved from

http://www.catchacat.org/wp­content/uploads/2013/06/580x250xstreetcar­bus­banner­580x250.jp

g.pagespeed.ic.dm7SStNu90.jpg

City of Savannah unveils new wayfinding signs. (2016). Retrieved from WTOC website:

http://www.wtoc.com/story/31602902/city­of­savannah­unveils­new­wayfinding­signs

Community Enhancements. (2016) Retrieved from City of Savannah website:

http://www.savannahga.gov/index.aspx?NID=1506

Curl, E. (2016). Savannah considering removing downtown Bay Street parking. Retrieved from

Savannah Morning News website:

http://savannahnow.com/news­latest­news/2016­05­04/savannah­considering­removing­downtown­bay­str

eet­parking

Chamberlain, L. (May, 2007). Savannah adds to the master plan of 1733. Retrieved from

http://www.nytimes.com/2007/05/23/realestate/commercial/23savannah.html?_r=0

Dawers, B. (2016). CITY TALK: Bay Street plan may make things worse. Retrieved from Business

Savannah website:

http://businessinsavannah.com/bis/2016­05­09/city­talk­bay­street­plan­may­make­things­worse

Downtown Streetscape Online Feedback (2015). Retrieved from City of Savannah website:

http://www.savannahga.gov/DocumentCenter/View/6959

R E F E R E N C E S

Fazzini, E. (2013). REVIEW: ‘Walkable City’ Offers Clear Guidance on How to Improve Cities. Retrieved

From

http://www.urbancincy.com/2013/06/review­walkable­city­offers­clear­guidance­on­how­to­improve­cities

Gatlin, T. (2010). Improvement that was done for pedestrians safety on MLK. Retrieved from Savannah

now website: http://savannahnow.com/stories/100600/LOCstreetscape.shtml#.Vznb35MrKL8

Getting around Savannah. (2016). Mobility. Retrieved from Visit Savannah website:

http://www.visitsavannah.com/essential­savannah/getting­around.aspx

Helmholdt, N. (2006). Road Diet. Retrieved from Savannah now website:

http://savannahnow.com/opinion­letters/2016­05­01/letters­editor­monday

Howard, M. (December, 2015). CAT bike share program not too popular with Savannah residents.

Retrieved from

http://savannahnow.com/news/2014­04­23/cat­bike­share­program­not­too­popular­savannah­residents

Introducing Usability Matters’ Service Design Heuristics. (2015). Designing: service, customer services,

customer experience. Retrieved from

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I N T E RV I E W E E C O N S E N T F O R M S

I N T E RV I E W E E C O N S E N T F O R M S

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ACTORSindividuals, businesses, and organizations who participate and interact within an ecosystem

CIVIC ENGAGEMENTencouragement of the general public to become involved and participate in the political and social welfare of a community

CO-CREATIONcreating or designing possible solutions, outcomes, visions, or plans alongside a client, user, or stakeholder to ensure vested interests

COMPLEMENTARYthey make total bundle of offerings more attractive and can also target additional target groups

CONNECTIVE TISSUEtrees, lighting, street furniture, and public art in a city

CUSTOMERan individual who pays to purchase and use/receive access to/for a service, product, or experience

DENSITYnumber of people/volume of people inhabiting a specific area

DYADconsisting of two parts

ECOSYSTEMcommunity of partners whose well-being and existence is closely tied and interdependent upon others in the same system

EQUALITYstate or being of equal measure, especially as it relates to status, rights, and privilege

INTANGIBLE VALUEvalue that cannot be physically attained or transferred through ownership, but through experience

MOBILITYMeans of moving around or being moved easily or freely

PERMEABILITYmeans of being able to pass through or infiltrate an area

STAKEHOLDERS individuals, businesses, and organizations who have interest in and influence over the actions and interactions within an ecosystem

USER an individual who uses or performs a function or specific task for a service, product, or experience

WALKABILITYMeasurement of how easy an area is to walk around

G L O S S A R Y

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