Lime Bike users feel a disconnect with the bike sharing service due to an absence of knowledge, information, and control. Users feel like their time is wasted searching for usable bikes, which causes a lack of commitment to Lime Bike as a business. How might we create a more personalized application so that users feel more in control?
Users go through a series of emotions on the journey of reserving a bike to ride. Due to the nature of an intentionally low interaction application, the experience needs to be heightened at all possible times. By adding a “reserve bike” feature, users feel more connected to lime bike and have a more personalized experience.
Charm Domacena - Visual Design Lead and Project Manager
Vanessa Wong - Interaction Design Lead
User Research Lead
2 Week long Design Sprint
For this project I utilized skills in:
Competitive and comparative analysis
Creating Screener Survey
I used the following programs:
Microsoft Office Suite
This project was a chance to showcase my collaborative skills, my adaptability, and the work I accomplished within my team.
Students should be able to apply communication skills, team collaboration, design thinking, scoping design, balancing user goals and business goals, content strategy documentation, etc. This project is about working in teams. We will learn to collaborate with each other in the UX process. We will work to improve an existing feature or create a new feature for a product/brand in order to meet a business goal. The goal is to continue to learn and explore UX techniques which will help you in your design process.
The Design Process
To begin the design process, we got with our group and talked about lime bike, we looked at the app and came up with initial reactions. After this, we looked a little bit at competitor apps/bike/scooter sharing companies. We then went outside to find a lime bike and to test out the app and riding experience. I started working on the screening survey questions. I sent the screening survey out to the public to start gathering our user group. After reviewing the screener survey responses, I found I had 10 people to interview that had used bike sharing before. I then worked on creating user interview questions for my user interviews. I interviewed 10 people and asked them the same 10 questions, to get a good idea of their experience using bike/scooter/car sharing apps. I wanted to get a good idea of their likes and frustrations. After I interviewed the 10 people, I transcribed my interviews, and wrote all the important points on post it notes to begin affinity mapping.
For affinity mapping, we grouped one map for in person and over the phone interviews and one map for reviews online. For online reviews, Charms made one group with issues of locating the vehicle when the map says it there, one group with wishing they could have reserved the bike because the bike wasn’t there when they needed it. There is another group that were overcharged or incorrectly charged, and one group with problems with rented vehicle like the scooter had low battery or they were riding the bike and realized the brakes didn’t work, or battery died mid ride. One group of complaints about customer service. After infinity mapping, I used the information that we grouped to form a problem statement: Lime Bike users feel a disconnect with the bike sharing service due to an absence of knowledge, information, and control. Users feel like their time is wasted searching for usable bikes, which causes a lack of commitment to Lime Bike as a business. How might we create a more personalized application so that users feel more in control?
This problem statement was formed to help Vanessa and Charm proceed to work on the features and layout of the app. While they worked on the design, I created a persona.
The persona that I created was informed by the collection of insights that I gathered from the user interviews. I used quotes from the interviews and all the needs and pain points were real. From the persona, I also created a context scenario and a user story:
Sam is having a busy morning at work, and remembers he made plans to meet his friend for lunch across town. The restaurant they agreed upon is 3 miles away from Sam’s office, and Sam only has an hour to dedicate to lunch. Sam doesn't have enough time to walk, and due to traffic, driving takes just as long. Sam uses his phone to reserve a lime bike for 12:00 so that he can get to the restaurant on time and have enough time to eat and return to work within the hour.
As a busy professional, I want to reserve a bike to ride to lunch so that I can travel a further distance and make it back to work on time. From the context scenario I created a storyboard and a journey map.
After Vanessa completed the first iteration of wireframes, she and I performed usability testing with users.
-review/rate product will help eliminate going to bikes and not being able to access/use bike. Reviews will be averaged and assigned to individual lime bike so users can view bike “quality” before choosing bike.
-Message/social feature which we would develop a personal profile that you can edit and “play” - lime meets lemon, or create a social app. This is beneficial for the user to be able to navigate collecting bikes for a large group of people. Reserve feature also helps large groups of people reserve a bike.
-instant chat or instant customer service to help with errors, lime bike is such a short experience that customers want instant gratification, instant help and solutions, instant information