Onboarding with a design bundle
Product Design Case Study
What is the problem?
Mevo is a car-sharing company. Mevo has identified that users experience particular challenges operating each vehicle model. Mevo wants to understand and address these challenges so that with the introduction of new models, users feel confident and capable to operate them.
Who are we designing for?
The users are full license holders that live within or travel around the Homezone (the service area where users can start and end Mevo trips) in Wellington.
What are their needs?
Locate and find available cars around them when needed.
Figure out how to operate the car according to their needs in the most efficient way.
Feel safe and confident driving a Mevo vehicle.
Working in a team of four UX design students, I was responsible for user research and usability testing, data analysing, ideation workshop facilitating, information design, and product design.
10 weeks (Mar - May 2021)
Miro, Figma, Adobe Illustrator, Procreate (iPad), Trello, Pen and paper
What did we want to find out?
Actions users take and what they expect to know when using a car-sharing service.
The challenges and pain points associated with operating the different vehicle models.
How users currently go about learning how to operate a Mevo vehicle (mental model).
How did we find this out?
Database analysis - we went through the Mevo helpdesk database of all the queries submitted by users to gather an understanding of what the most common challenges are with operating the vehicles.
In-vehicle user experience testing - the focus of these was to understand how users operate the vehicle and therefore identify the challenges and pain points as well as the general experience of operating the vehicles. We tested with 8 participants.
Below are the findings and corresponding insights we discovered from each stage of the trip.
Despite the participants varying in demographics, confidence in driving, and experience, they all experienced a sense of nervous excitement using the vehicles.
Visualisation helps communicate the ideas
We created visual insights to form a better picture of participants' actions, thoughts, and emotions during the experience of using the vehicles. When designing a solution, we would be able to use these as reminders of what people need in order to improve the experience.
Visual Insight #1 - Empathy Map
Visual Insight #2 - Customer Journey Map
With a clear idea of the problem space, an ideation workshop was the best way forward to begin brainstorming solutions. By inviting 9 participants who had mixed familiarity of the service it meant that we were able to capture a range of ideas and perspectives.
The objective of the workshop was to generate as many design ideas as possible with the focus of quantity over quality.
We created how might we questions based on the findings from our user research. We then grouped these and created two umbrella questions:
How might we provide information or instructions to users about how to operate the vehicles at the time of use?
How might we design a way to make users feel confident and comfortable driving a new vehicle?
We combined ideas generated from the workshop and team ideation session to form a summary of our final solution concepts. We categorised these into digital and physical solutions.
Prioritise the concepts - Impact and Effort Matrix
We used this impact and effort matrix as a way to identify the most realistic concepts to explore within the given time frame. To start we placed all the concepts onto the matrix evaluating them by the highest impact for the user and lowest effort for the design team to execute with the time constraints.
Prioritise user needs - User Story Map
We divided the user journey into 4 phases and defined the major user tasks at each stage. Then we broke the larger tasks into subtasks and used these as user stories. User stories are short and simple feature descriptions told from the perspective of our users. We rated these user stories in terms of “must have” “should have” and “could have” in the design. We kept the high-priority stories at the top and less important ones lower down. This helped us to identify the most important tasks which support the core features of the design and therefore indicates where our focus should be.
The Design Bundle
Based on our research we noticed that new or infrequent users rely on the app to get information and do key actions like reserve, unlock, lock vehicles, etc. Therefore, it is critical for us to ensure information on the app is easy to read and access.
Interestingly, we also notice that after users enter the vehicles, they put their phones aside and focus on interacting with physical interfaces like the interior of the vehicle or reading the manual in the vehicle. Therefore, we want to design physical in-car solutions that suit their behaviour preference.
In order to cater to users's onboarding needs in all environments and the stages of use, we made the decision to combine digital and physical solutions to make a cohesive design bundle.
Placing coloured stickers onto the car’s top functioning components. These stickers will work with the Mevo app and in-car material to identify the potential following components.
In-car Learning Materials
A piece of physical information that sits inside the Mevo vehicles. This will work cohesively with the sticker concept to onboard users efficiently about how to operate the vehicle.
Create screens with operational content to empower new and infrequent users to use the service. Improve app information architecture to make the information more intuitive for the user to access.
It’s always exciting to see what we’ve designed come to life.
The stickers are made to create a common aesthetic with the Mevo vehicles; colour and finish of the stickers have to be subtle but easily recognisable to the user. We received positive feedback from the usability testing participants that the stickers helped them to locate the key components inside the vehicle easier.
Our research has shown that the first place people look for information for operating a Mevo vehicle is inside the car rather than on the app. This is a mock-up to show how a physical info card could provide the user with all relevant and important information. Each piece of information should be easy to understand and digest by the user. Usability testing participants preferred to have a real photo of the car interior to show where the key components are located.
We updated the Mevo guides, homepage information display, added a prompted damage check, and created a new lock car and end trip process to make the experience intuitive for the user.
App Redesign #1
The current guides are swipe cards with long paragraphs. We redesigned the information architecture of the guides and improved the UX writing. Each card component is a piece of information, we also added visuals to make it easier for the users to skim for information.
App Redesign #2
The current vehicle information card requires a "swipe up for more" to access other important information. The redesign made the key information like pricing and free reserve time visible for the users.
App Redesign #3
The current Mevo app doesn’t allow users to lock the car then end the trip. We tested this new flow, when users lock the car, they choose from “make a stop” or “end the trip”. Although we made this step a double-tap, the four existing users we tested found it helpful because it’s good error prevention for them.
Design is a never ending process. What's next?
Durability, a sticker that won’t start to peel after human touch and interactions. Installation and removal of the stickers need to be easy for Mevo staff. The stickers should also glow in the dark for night time trips.
For the info card, more experimenting with the UX writing, simple language, and what information is best to include. It’s also important to consider where this card will live in the car so that it is easily accessible by new users.
Our app redesign did address some usability issues users are facing at the moment, but it is still work in progress, for example, the use of the language could still be confusing, further testing and iteration would be required for improving of course!
Thank you for reading :)