Eastwood City's Ride Unwind Card

The first tap-up, reloadable card that guarantees a safe and easy taxi service from Eastwood City to your destination!

Ride as you unwind 'cause the more you use Ride Unwind, the more points you earn to avail of fab perks and discounts in partner shops, bars and restaurants in Eastwood. Plus get free rides!

The city's more fun when it's safe with Eastwood City's Ride Unwind Card.

ESTS Ride Unwind TVC

We came up with a TV commercial/AVP for our service, which is the Eastwood City Safety Travel Service or ESTS.

The service also features a travel card called Ride Unwind Travel Card, that is a tap-up reloadable card to avail of a taxi service from Eastwood to a customer's designation.

Since the video won't upload here (sadly), you can click on this link to view our TVC on Youtube. Enjoy!

ESTS AVP Credits:

CAST:

Kylee as the Eastwood party girl
Sheryll as the party girl friend
Suzie as the ESTS booth staff and counter person
Kimpao as cab driver and counter person
Alina as counter person

Cameraman: Kimpao
Camerawoman: Alina
Editing & VO: Alina

Helpful Article for our Idea Bazaar: the new MRT card

From the observation of Filipino women's justifiable paranoia in riding cabs when traveling late at night, our group's WIPD campaign has evolved to creating a viable travel service for the Eastwood Community.

We are still in the process of prototyping, but as of now, here are quick facts to our innovation:
- Eastwood will tie-up with CAB COMPANIES in the Philippines and register the cars and drivers through...
- an Eastwood Travel Center that will coordinate and monitor the cabs (plus electronically register the names of drivers, and plate numbers). The coordinators will have a two-way radio to contact cab companies and a cellphone to check the status of a traveler (if he/she got home safe)
- The service will be available in a form of a a pre-paid and at the same time, lifestyle card (that is electronically connected) that can be bought by both Eastwood Community members and walk-ins.

(here's an example of a lifestyle card called XOXO, one of our pegs for the card.)

- Besides being a "stored value" card, an owner of the fab card can earn points and avail of free rides and discounts within participating Eastwood stores and restaurants.

The working title of the Travel Service is EASTWOOD CITY TAXIPERKS or simply EASTWOOD TRAVEL CENTER.
The working title of the card is The Eastwood Ride n' Unwind Card.

Since one of our pegs is the MRT Card, here's an article that might prove helpful:

Philippines' Metro Rail Transit now offers reloadable tickets

It all started when MRT publicly launched its alternative payment system using G-Pass/mCash which became the first mobile integrated payment platform in the country. Now, you have AXS as another alternative, reloadable MRT card. PRLog (Press Release) – May 30, 2010 – We all know that one solution to avoid traffic and reduce fuel cost is to ride the Metro Rail Transit or MRT. MRT is the most practical and economical mass transport system in our country today. It is also the fastest and most convenient way to travel from North Avenue to Taft Avenue or vice versa. The government, through the MRT management, is continuously looking for ways to adopt modern technologies for mass transport use. It all started when MRT publicly launched its alternative payment system using G-Pass/mCash which became the first mobile integrated payment platform in the country. With this technology, a passenger may not need to buy the usual ticket to ride the MRT. Recently, more alternatives in paying for MRT rides were launched through the AXS Contactless Card and mCash Blue Contactless Card. Similar to Hongkong’s Octopus Card, the ‘AXS Card’ can be repeatedly used by passengers in riding MRT and can be conveniently reloaded like an ‘e-Wallet’. The AXS Card can be used immediately upon purchase by tapping the card to any mCash readers found on top of the turnstiles. By tapping the card to the “Free Balance Inquiry” machines within the stations, users would be able to retrieve the balance information inside the card. The launching of the AXS Card for use in MRT is part of the Sustainable Alternative Ticketing System or SATS Program of DOTC-MRT3. The objective of the program is to look for alternative ways in paying for transport fares so that the government can provide fast, economical, and convenient service to MRT passengers. An additional service of the AXS card is that it can now be used to pay for riding the Pasig Ferry. AXS Card is powered by mCash and reloadable thru VMobile LoadXtreme. Advantages: - No need to fall in Line to buy MRT Card - Just tap to enter - Reload via SMS - Discounted if avail the Membership You can take advantage not only of getting yourself an AXS Card, but also by offering your friends to load up their AXS Cards! By becoming a VMobile LoadXtreme Retailer, you can load different carriers, wireless and prepaid landline, egames, and MRT cards. The best news is that the investment is a minimum PHP 250. And from there, you earn 10%-12% of your loads. You don't need a separate sim or phone, as this works on your existing phone. You can even use itfor your personal consumption giving yourself a 10% savings on your prepaid budget! If interested, send an email to amityparadise~at~yahoo.com We will guide you. --- end ---

The Idea Bazaar

I. Making sense of the data

• Story-sharing

Each member of the group had a story to tell about what we were able to research as well as the different personal experiences we had encountered when going out at nights in Eastwood. From all the stories and information that we were able to gather, the group was able to establish three identifying patterns which were, transportation, girls attracting danger and the ‘Eastwood experience’.

• Identifying patterns

Transportation	Girl Attracting Danger     (because of what she is wearing)	Eastwood Experience
		- community inside the city"
		- community outside footbridge, etc.

After thoroughly looking at the identifying patterns of our data, the group suggested several possible statements that could capture the group’s theme for the innovation project which eventually led us to this assertion:

Insight statement: 
An "Eastwood Experience," as directed by social trends, requires girls to dress up "skimpily," although it may lead to unpleasant circumstances when the time comes to travel.


Which then led to creating opportunity areas:

Transportation, Eastwood Experience, Fashion ---- preventive measures?

Ideas generated from the exercise:

1. Eastwood's own taxi service 

    - to and from Eastwood only

    - drivers will be screened by Eastwood

    - transportation ID system

    - defense items, e.g. tear gas, pepper spray, etc., inside the cab

    - built-in hotline + radio

2. defense accessory --- bracelet (product + comm. campaign)

3. lockers (product + comm. campaign)

4. guidelines, including defense items (comm. campaign)

Opportunity Statement: 
IN WHAT WAYS MIGHT WE CONCEPTUALIZE A PRIVATE, SAFE, AND 24-HOUR TRAVEL SERVICE FOR THE EASTWOOD COMMUNITY?

II. Four Techniques used to elicit new ideas

• Technique 1: False Faces 

Definition: taxi |ˈtaksē| noun ( pl. taxis ) short for taxicab, a boat or other means of

                   transportation used to convey passengers in return for payment of a fare.

Assumptions:

1. A travel service is a taxi service.

2. A taxi service is a 24-hour service.

3. A taxi service is metered.

4. Taxi dues are paid right after services are rendered.

5. A taxi service is public.

6. Filipino taxi drivers are all male.

7. A taxi service has a flag-down rate.

8. Taxi vehicles are mostly cars.

9. Taxi services do not have GPS -- drivers have to be given directions.

10. Some taxi services have a fixed rate.

11. Some taxi drivers alter the meter rate.

12. Drivers are potential threats to safety (drinking, drugs, sleepiness).

13. Taxi services are prone to car theft.

14. Taxi fares are expensive.

15. Taxi drivers choose their customers.

16. Customers have no control over their taxi drivers.

17. Some taxi cabs are unhygienic.

18. Most taxi cabs are not fit for driving.

19. Taxi cabs accomodate up to only 4 persons and 1 destination.

20. Taxi services have no tracking system.

21. Some taxi cabs have broken locks.

22. Most taxi drivers look unprofessional.

23. Customers do not know the identity of their taxi drivers.

24. Customers are sometimes not aware of the appropriate rate.

Reversal Assumptions: 

1. A travel service is not a taxi service. >>> Carpool

2. A taxi service is not a 24-hour service. >>> Late-night service

3. A taxi service is not metered. >>> Prepaid, Package rate

4. Taxi dues are not paid right after services are rendered. >>> Prepaid, Postpaid, Membership
5. A taxi service is private. >>> Exclusive to the Eastwood community

6. Filipino taxi drivers are both male and female. >>> Female drivers are highly encouraged to apply

7. A taxi service does not have a flag-down rate. >>> Fare depends on the location as to where the passenger would be dropped off

*We were unable to complete this exercise due to time constraints. Eventually though, we decided not to pursue this technique as it clearly did not work too well for us.

Ideas generated from the exercise:

- carpool

- late-night service

- Prepaid, Postpaid, Membership

- Exclusive to Eastwood community

- Open to female drivers

• Technique 2: Brutethink

1. notebook  >>> exchange of info >>> open communication between drivers, customers and Eastwood >>> tracking system
2. monster >>> people's perception of taxis esp. night time: danger >>> "Monsters to conquer"; "No more monster rides and horror travel stories."; "Have a monster ride."; "Monsterbusters", vehicle: not intimidating, friendly
3. summer >>> vacation, fun >>> funded by taxes imposed on vacations, i.e. travel tax, seasonal  
4. bench >>> uncomfortable, dangerous, sturdy, cheap materials, public usage >>> comfy ride, privatized
5. gate >>> security, exclusive communities >>> membership-driven

Ideas generated from the exercise:

- destination-Eastwood-destination

- ID/card tracking system

- pre-paid/post-paid 

- membership fee (seasonal)

• Technique 3: Combinatory Play

Method of Payment	Method of Travel	Time	Features of Vehicle	Security	Market	Rate	Personnel	Other Services	Drop off Points
Postpaid: EPS/Credit Card/Membership	SUV	24 hours	Air-conditioned	Escort to Car	Residents	Fixed	Drivers	Snacks	Makati
	Taxi/Car	Night	2-way Radio	ID System	Students	per KM	Coordinators	Drinks	The Fort
	Coach	Late Night	Driver-Passenger Barrier	Tracker	Eastwood Employees	Additional Rate	Security Group	Load Service	Pasig
	Carpool	Early a.m.	GPS/Tracker	Driver Records	Party people J		Customer Service	WIFI	Pasay
Cash: Walk-Ins, Membership		Fixed Hours	Automatic Phone	Customer Records	Professionals		Driver Profile	Telephone	Cubao
		Call-in	Defence Kit for Passengers	Receipt	Outsiders				San Juan
				Automatic Phone					Commonwealth
Prepaid				2-way Radio					Tandang Sora
				Text Service					Marikina
									Katipunan
									New Manila
									Novaliches
									Diliman
									ETC.

* Table shows the result of the first “cancellation method” of the group’s Combinatory Play

• Technique 4: Six Thinking Hats

White hat:
-  issues of violence against women when travelling will be addressed
-  travelling as the real issue when talking about safety
preventive measures,
-  tackled the issue of why women attract danger in the first place (possibly) : Eastwood Experience

Red hat:
-       expensive (eastwood and customers)
-       logistics (heavy & difficulty in implementation),
-       program is helpful- make women safe, hesitant/reluctant, feel happy, excited,    confused/intimidated

Black hat:
-       Too expensive (vehicles, features, headquarters & equipment, salary of employees, gas, maintenance
-       May lead to rejection
-       Logistics (too much, may get complicated)
-       Viability (difficult because of expenses, budget costing)
-       Service is nothing new (cheaper, better alternatives)
-       Will it gain profits
-       Research and development
-       Mode of payment is confusing
-       Because it’s a fairly new program, it is very open to speculation
-       Employees:
o   How can they be trusted all the way --- risk is high
o   Screening process is too tedious --- would discourage potential employees (drivers)
o   Promotion of drivers?

Yellow Hat:

- Safety is priceless

- There will always be employees applying

-       Service is relatively new/ not exactly the same because we will make it more innovative (convenience and accessibility)

-       Employees are pushed too perform well

-       Clients will be safe because of driver profile,etc.

- Features of car: safety of customer, innovations in safety (ID system, GPS tracker

-       Will attract people to Eastwood bec they have a way to get home

-       Good publicity

-       More jobs for people

-       Less crime, less accidents

-       Sets good example

-       Multi-level memberships to address confusion in payment

-       Promotion of this program – fun and easy, can think of ways to make program cheaper

Green Hat:

-       More simple ways of running system

-       Reduce costs: tie up with cab companies

o   Used cars

o   Existing cab drivers

o   Carpool, tie up with BPO

-       Methods of getting in contact with cab thru facebook

-       Women for women

-       Sponsors

-       Ad spaces

-       Make amenities realistic

Ideas generated from the exercise:

Ideas of immediate usefulness: main innovation for the problem plus the original ideas.

·       TIE Ups: Cab companies/ BPO

·                         Sponsors and ad spaces

Areas for further exploration:

·       Carpool

·       Modes of payment

·       Facebook as means for call in

·       Women for women

·       Features of vehicle

·       Safety measures

·       Sponsors and ad spaces

New approaches to the problem:

·       Women for women

III. Final Combinatory Play:

Method of Payment: Travel Cards	Member-ship/ Loyalty Program	Method of Travel	Time	Features of Vehicle	Security	Market	Rate	Personnel	Other Services: Available at booth
One Time Purchase Cards: These cards are only good for 1 trip.	After customers consume 5000 Pesos worth of trips from his service, they get a Loyalty Card for free which automatically makes them a member. A member has different perks such as discount and other benefits from Eastwood establishments	CAR	8PM To 5AM	Dependent on the Cab Company’s taxi: Must have: 1. Aircon 2. 2-way Radio 3. Driver ID	ID System	Residents	Fixed Rate per area	Drivers	Snacks
						Students		Coordinators: People at the terminal, Communication dept	Drinks
					Driver Records	Eastwood Employees		Security Group	Load Service
						Party people J		Customer Service personnel
					Receipt	Outsiders
					2-way Radio
					Text Service
					Head-quarters / Terminal

Drop off points by area:

1. Makati

2. The Fort

3. Pasig/Ortigas

4. Pasay

5. San Juan/New Manila

6. Manila

7. Marikina

8. Antipolo

11. QC Zone 1: Tandang Sora, Katipunan, Diliman, Cubao

12. QC Zone 2: Commonwealth, Fairview, Novaliches

13. QC Zone 3: Quezon Ave, Project 6, Tomas Morato area