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Product development and UX design
by
Julia Kuznetsov [email protected]
July 2013
Mobile App Case Study
Roadmap:
1. Introduction
2. Solution and Design
3. User Testing
4. Product Demo
Intro There are over 35,000
image-conscious motorcyclists and scooterists who use their two-wheeled
vehicles as their primary form of transport within Paris.
The high cost of gas, scarcity of street parking and frequent traffic jams
encourage the growth of scooter and motorcycle adoption.
The Bike Washer founding team recruited
DOERS, a Paris-based digital agency,
to develop The Bike Washer
mobile applications in November 2011.
Service Proposition
1. Pinpoint your parking location with GPS
2. Tell us how long you’ll be parked
3. A mobile technician will
thoroughly clean and detail your bike
and take pictures before and after.
Presto!
No inconvenient location to drive to,
No waiting rooms with bad coffee and neon lights,
No trouble.
Just a great-looking bike you’ll be proud to be seen on.
Project Requirements:
User-facing:
Back-Office:
A web-based admin portal empowers a business rep to perform the following actions:
• assign cleanings to technicians
• perform quality control of
before-and-after cleaning results and
• deploy data to technicians in the field
Technicians use the product on their smartphones to:
• view upcoming appointments
• access navigation services and
• capture photos and notes in the field
2 unique consumer mobile
applications (Android and iPhone)
Preliminary User Research
I developed a browser-based survey which
asked scooter and motorcylists about
their vehicle, transport habits, and lifestyle.
I then invited 10 survey participants to a hour-long in-person interview.
Based on the analysis of the survey data and interviews,
I created personas to refine our understanding of the target demographic and guide our product strategy.
Demo and Personas Target Demographic: • 28-50 year old, fashion-conscious men living in Paris
• Use their scooter or bike as their primary form of transport
• Over 70% of respondents believe that the quality, style, and overall appearance of their scooter is important
François • 42-year-old Finance executive • Commutes to and from work on the
metro • Likes to take long rides with fellow
enthusiasts on weekends • Owns a 2013 Bimota SB6, worth ~ € 24K • Owns an Android Nexus S phone that is
~2.5 years old
Luc
• 30-year-old Designer at an ad agency
• Uses his bike to commute to and from
work and around the city on weekends
• Enjoys concerts and clubs
• Owns a mid-range Honda Silverwing
worth ~ € 3K
• Inseparable from his iPhone 5
Friction Points: The survey asked users how they feel about bike cleaning and how they clean their bikes today.
We learned that: 68% of respondents drive and and pay for an automatic or hand-detailing at a washing station
Obstacle: Time-consuming and expensive
27% of respondents hand-wash the vehicle at home
Obstacle: Time-consuming, labor-consuming, high materials costs
5% of respondents don’t wash their bike
Obstacle: Dike remains dirty and unattractive
Procedure flows I identified four primary procedure flows, and created the UI to encourage four top-level objectives:
1. User registration
2. Wash request
3. Review wash photos and leave feedback
4. Cancel appointment
Each flow outlines:
• consumer app behavior (including push notifications)
• automated email confirmations and
• back-office database behavior
and was included in the technical specification that guided our development team.
Wireframes
I created low-fidelity wireframes in Mockingbird to ensure stakeholder buy-in internally, and which I later used as an initial prototype during user testing.
User Testing I reached out to a 4 male motorists and invited them to come in for a usability test using a paper prototype.
I asked them to perform the four in-app goals we had designed for, including
1. Register and request a wash
2. Leave feedback after a wash is complete
3. Cancel a wash
I observed as the participants navigated the app and took notes as to which elements of the original design were troublesome, and later revised the designs accordingly.
The BikeWasher Version 1.0
Mobile App UX
Tutorial In order to minimize user drop off, we set the user’s expectations as to the ease of use by illustrating the four steps in the app.
1 2
The following 4 screens appear the first time, and all consequent times the app opens, until the user registers.
Tutorial Pages 3 4
The following screens appear the first time, and all consequent times the app opens, until the user registers.
User Registration
Step 1: Your Location
GPS-gating limits washing service area
Four parking spot types: sidewalk, bike parking, car parking or private yard
Assign this location a name – e.g. office
Leave misc. note (optional) e.g. Intercom code to access private yard
Saved locations
Step 2: Your Vehicle
Model and Make dropdown menus display base cleaning fee
License plate number manual entry
Date selector
Parking time selector
Step 3: Review/Confirm Wash
Optional services selection for premium services
Payment processor integration with option to save card for future one-click ordering
Wash Request Detail: Due
Recap of submitted wash request with option to cancel
Wash Detail Page: Done
Completed wash re-cap with feedback: 1-5 star evaluation and UGC text field
Wash Detail Page: Cancelled
Recap of cancelled wash request Detailing time between wash request and cancellation and associated fees
New wash request
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