Strategy Analytics conducted a user experience evaluation of Gig, a car-sharing service from the American Automobile Association. Mobility services aimed toward car-less millennials (especially in North America) are only as good as their apps and connectivity protocols, and unfortunately this is where Gig falls flat. Free-floating car-sharing has numerous inherent advantages over station-based models, but the emphasis on use of a mobile app and unreliable connectivity for all car-related tasks creates a built-in blocker.
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