In the current transport landscape, where chronic problems such as congestion, insufficient parking spaces and air pollution beset urban areas, car sharing has been suggested as an alternative to mitigate these issues.

With the emergence and growing popularity of the sharing economy, a shifting perception towards car ownership has paved the way towards rapid growth in shared mobility. The car club – or car sharing – as a service, enables people to go without their own car, yet use one when they need to. This flexible transport option has grown rapidly in many metropolises around the world. In London, it is forecast that the total number of round-trips car club memberships will increase from 137,000 in 2013 to approximately 264,000 by 2020 (Frost & Sullivan, 2014).

As car sharing’s popularity rises, it is critical to better understand car club users with their varied lifestyles and mindsets. Therefore, this research focuses on obtaining an in-depth understanding of car club users and exploring more deeply the role of the car club from the users’ perspective.
Three key questions were asked:

1. What are the users’ perspectives towards existing car clubs?
2. What are their key suggestions as to how to improve the car club model?
3. What are the critical aspects of the proposed car club model, from the users’ perspective?

The research adopts a multidisciplinary approach, with further contextual research and expert interviews with service designers in order to evaluate the role service design might play in enticing more people to consider the use of such mobility services in the future.

The ultimate aim of this research is to provide a set of mobility service guidelines designed to enhance the overall level of user experience for car clubs. Advancing the operating models of car clubs should help existing operators fulfil their role as a more adaptable and reliable alternative transport mode in urban areas.

The research outcome is expected to contribute to current car club operators’ future plans and provide guidance for vehicle OEMs when developing their own mobility models in the future.