Convenience in the Urban Mobility of the City of Rio de Janeiro, Brazil


MetrôRio is the operator of the subway system in the city of Rio de Janeiro, Brazil transporting on average 700,000 passengers per day. The company wanted to improve the quality of urban mobility by focusing on the user experience. For 2 years, Carlos Teixeira, founder of ORGE Innovation led a consortium of architecture, design and business strategy specialists to design user journeys that infuses convenience in urban mobility in the city of Rio de Janeiro. Through Project Framing, Open Innovation Consortium, Design Strategies, Knowledge Brokering, Innovation Capacity Building, and Leadership Mentoring it was possible for MetrôRio to shift their focus from mass transportation to services and convenience in the urban mobility, consequently upgrading MetrôRio infrastructure and expanding their portfolio of products and service offerings. The project had also the function of serving as a blueprint for upgrading the MetrôRio service infrastructure in preparation of the upcoming international games in 2014 and 2016.





On the planning phase of the project, consultant Carlos Teixeira helped the leadership and technical team from MetrôRio to frame a project focusing on the opportunity to transform the transportation network of Rio’s subway system into a platform of services and convenience integrated with the patterns of urban mobility in the city of Rio de Janeiro.





Leadership from MetrôRio was introduced to key principles of design strategies and open innovation models as a way of discussing, envisioning, and defining the best engagement model and project plan for MetrôRio in order to address the challenges, demands and opportunities on urban mobility in Rio de Janeiro.





The consortium model was developed to form a task force with Brazilian and international architecture, design and business strategy consulting firms to work in close collaboration with the team of specialists from MetrôRio.





The consortium deployed design strategies such as user centered design, subway stations profiling, space segmentation, service design, interaction design, brand and retail strategies, business model, and space design and architecture to envision new business opportunities and better user experience through convenience in the urban mobility.





A key uniqueness of this project was the adoption of knowledge brokering workshops and collaboration techniques that could streamline and short-cut the process of transforming information from the experts in engineering, transportation, security, communication, branding, retail, finance, operations, user experience, service design, and architecture into ideas and innovative concepts.



The project was structured to have a high degree of capacity building and knowledge transfer. Instead of doing the project for MetrôRio, the project was designed to work with the MetrôRio team to build the internal capacity for carrying the project over time, after doing some pilots in collaboration with the consortium.

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                                              Carlos Teixeira

                                             Carlos Teixeira

                                           Insitum                                              Crama Design Estrategico                                              Idiom Design Consulting                                              RAF Arquitetura                                             Petri Consultoria

                                           Crama Design Estrategico
                                           Idiom Design Consulting
                                           RAF Arquitetura
                                           Petri Consultoria