I joined Edenspiekermann's team in Berlin as a Visual + Interaction Design Intern in Summer 2017. While collaborating with multidisciplinary teams throughout multiple project stages at a time, I helped shape a new car-sharing service that that offers urban communities the freedom of owning a car
From conception to completion, I was part of the design sprint which includes researching, developing storyboards and user journey frameworks, wireframing, prototyping, and visual design, as well as pitching and presenting design solutions to stakeholders and clients.
To comply with my non-disclosure agreement, I will address the client's product by Dragon. Any confidential information is omitted in this case study.
To help Examotive launch their new line of product in intelligent urban mobility service in Munich, we designed a convenient and flexible car-sharing product that offers urban communities the freedom of owning a car.
The experience offers people to book spontaneous rides and planned rides with different types of cars such as city cars, vans, minibus, sports cars, depending on the occasion and their need. From airport runs to weekends away with friends, people can book a car to get things done.
Our task was to architect and shape the end-to-end experience from scratch for their beta release. The branding & visual elements were handed off from another agency.
Whether you need to run quick errands or planning a weekend out of town with your friends, Dragon offers the freedom of owning a car minus the responsibilities.
At the beginning of 2017, around 2 million users registered for car-sharing services. With an increasing growth rate in car-sharing in Germany, car ownership is declining by 46% in Berlin.
While car-sharing allows people to go where they want to through instant, affordable mobility, current commercial operators are focused on providing a short-term car-rental service.
What if a car-sharing experience was designed around people's needs? Could that experience offer a more personal mobility solution to people and ultimately replace car ownership?
How might we...
> Clearly differentiate ride types: flexible/planned
> Make discovery effortless
> Make planning rides flexible
> Create an end-to-end experience that delights riders and earns customer trust
To discover and understand the problem space, we interviewed industry experts and target users.
In order to get a good overview about benchmarks and trends in the car-sharing and transportation industry, we conducted expert interviews.
We conducted user interviews to dive deeper into the needs of wide range of people, including target users who use car-sharing services on a daily basis and potential users who are interested in car-sharing but haven't tried it yet. By learning about their motivations, frustrations, and needs, we were able to gain user insights.
After interviewing potential users and industry experts, we aligned their needs with Examotive’s business goals to develop a common understanding, find compromises and formulate user insights. Based on the results we developed the service storyboard which will be the conceptional stage for the (lo-fi) prototype.
We had 4 guiding principles that we developed through our user insights and business goals. The product had to be:
We wanted to guide users throughout the entire journey through clarity to ensure that users understand:
> Rides are A to A, not A to B, which means that cars must be dropped off in the same pick-up neighborhood.
> Users can choose between two kinds of rides: flexible and plan. Flexible rides have no limit to how long they'll be using the car, paid by the hour. Planned rides are for day trips or more.
Ultimately guide new users who have never used a car-sharing product, assuming that they don't know how it works.
When we interviewed users who use other car-sharing products, they pointed out that flexibility was one of the key drivers. To make sure we were designing around flexibility, we dove deeper into user needs and user scenarios.
Since the product aims to offer users the freedom of having a car, it meant that using the product has to be more convenient than owning a car. Responsibilities that come with owning a car such as cleaning, insurance, damages, are all handled by the product.
While interviewing potential users, we learned that they need to be reassured that it’s a trustworthy and reliable product. We wanted to achieve this by being transparent about pricing, car specs, and fueling.
We generated a broad range of ideas and turned the sketches into design mocks and flows. In several rounds, we tested our prototypes, observed users interacting with them, and listened to their likes and dislikes. After we validated our concepts and assumptions, we applied the visual branding elements that were created by another agency.
> by providing a walkthrough as a part of onboarding
> by making the two options clear with visual hierarchy at the top bar
> by enforcing visual consistency between the two views
> by making UI transitions to guide focus between the two views
> by prioritizing and surfacing relevant car specs when choosing a car
> by adding car type filters in map view (Flexible View)
> by displaying four available car types (Plan View)
> by allowing users to pick dates based on the availability of car types in the selected zone
> by creating design considerations for every step of the journey
> by clearly communicating using microcopy
> by considering edge cases and error states
> by making customer support easy to access
By swiping through the cards, users can get discover different car types available nearby with specific specs such as the number of doors, seats, and pieces of luggage that can fit in the trunk. Users can simply tap Reserve to reserve the car for 30 minutes. The goal of the Flexible View was to make discovering and grabbing a car effortless for spontaneous rides.
For big families and small group of friends, people can book different types of vehicles - city cars, vans, sports cars, and minibus - that live in a specific neighborhood during the preselected time.
Select date & time, car type, and pick-up neighborhood
Review booking details & pay
By providing a detailed calendar view, users can pick date and time around car type availability. The default values are set to weekends based on common use cases.
For the beta release, we wanted to focus on minimizing distractions throughout their journey while providing guidance at moments when uncertainties may arise. These uncertain moments may be about fueling, locking the car when making a stop, and ending the trip in the right place. By thinking about what essential information is relevant while the user is driving, we were able to put the user and their journey at the center.
Because of our limited budget and resources, we missed out in opportunities to make this even better. I ended my internship by the time we were testing the second clickable dummy prototype. So if we had the opportunity to push this even further, these are what I would do differently: