City bike service on multiple devices. Grab & go simply in 2 steps.
Flexible. Frictionless. Fun.
UX Case Study
Roles
Regina Rakhlin - CX Strategy / UX Director & Designer
KPI
Enable quicker ability to ride, by simplifying the payment process.
The Challenge
Creating a simple, frictionless payment process to enable unlocking a ride. Also, considering flexibility for various customers and scenarios.
• • •
Hypothesis
We believe by creating an optimized payment process for the city ride customer, will provide a seamless and delightful ride experience.
We’ll know this is true when there will be an increase in use and increased satisfaction (better online reviews).
01 : Understand
The pick up & payment experience should be different for first time customers, versus returning ones. Flexibility is important, but understanding the needed versatility is essential for the proper solution.
02 : Ideate
Customer insight enables more focused ideation. I read online reviews & gathered feedback. Additionally, my circle of friends/family were interviewed to get their anecdotal experiences.
Typically for market research & analysis, I put together a more in-depth matrix. But, due to the time constraint, I gathered relevant quotes.
• • •
03 : Prototype
▲ Mobile App Wireframes
After reviewing the customer insights and exploring some technology options these wireframes illustrate solutions for an improved experience.
▼ Watch App Wireframes
The watch would be the second device a customer could use for this experience. NFC & voice would be the technology to enable ease of use and less friction in the experience.
04 : Usability Testing
Wireframes for the mobile & watch experience was shared with some friends & family. The purpose was explained, but I let them just ask any and all questions they had about the experience. I was looking for opportunities in my approach.
“I don’t have an Apple Watch, does that mean I wouldn’t be able to rent the bike?”
“When I need to rent another bike after the first half-hour is it faster?”
“What if NFC & QR scan don’t work, what do you do?”
“Does my phone have a QR code scanner? Or, would I need to download an app for that?”
05 : Results
▼ Mobile App Designs
Usability finding provided additional insights and feedback for further design exploration & flow.
This project was an interesting challenge. Reading the reviews & speaking to customers got me thinking about what more this experience could be.
▲ Watch App Designs
The convenience of having the app on a watch enables speed, service and satisfaction. Leveraging contactless NFC & voice radically simplifies the process to a “scan & tap.”
In response to the customer reviews, no need to take out a phone to view a map. Having the benefit of the watch enables an effortless glance or hear the navigation with airpods.
< Previous
—— All Project Samples ——
