In Italy BIT it’s also a new way to avoid the traffic of the city but often the user is either afraid to rent an e-scooter, or he finds himself confused by the procedure to follow, specially when he has no time to waste due to the job schedule or an appointment. The long term goal is to make possible the daily utilization of the scooters instead of public transport still giving a great experience to the “casual users”.
The two main challenges are:
- setting the research to understand what are the pain points,
frictions, goals and expectations of the user.
- reducing the gap between BIT and the user, enhancing the only
“contact point” between them: the mobile app.
Based on the findings from both UX research and user testing sessions I were able to come up with a list of changes and new features. At this point has been necessary to design a new experience for the user and a new interface.
“Give me six hours to chop down a tree and I will spend the first
four sharpening the axe.”
A. Lincoln.
The research is the foundation of the whole design so it requires a
wide range of tools to identify problems and needs of the users. In
this project I conducted user testing, surveys, interviews and read
the reviews on the Apple store and Google play. Plus I made an
accurate study of the competitors features and different onboarding
procedures.
I conducted the surveys using Google Forms and 22 responses was
collected. Surveys and interviews was useful to better understand who
is the user and what are his goals and to gather the results of
demographic and ethnographic research.
One of the many unexpected results was that a large number of the
users give more importance to the procedure which brings them to rent
the e-scooter and not to the physical usage of the scooter itself, due
to the fact that nowadays the physical service has a high standard
level between all the competitors. Limited Payment methods, long
procedure to create an account and individuating the e-scooter are
just some of the problems emerged.
To bring to life the needed changes emerged during the research and analysis phase was necessary to strategically think the user experience and finalize it into a new design. Below are showed the major steps taken in the design process.
