UX Case Study
City Cycles needed a proper online reservation system. Currently they have a system that sends you directly to send an email directly to City Cycles. Users are having a tough time with this system, and are calling or dropping by to make a reservation, making the customer service quality lack due to the high volume of these types of reservations.
The Problem
The client’s existing website looked like this:
Users were complaining that the site was “frustrating” to use and they felt “misled" while using the website and the reservation forms.
My UX Role in This Project
I was tasked with:
• User pain points that were assessed through user interviews, and analytics data, etc
• Understanding the user through user persona types based on data
• User pain points that were assessed through user interviews, and analytics data, etc
• Understanding the user through user persona types based on data
• Ideating solutions for the users’ problem and pain points
• Creating wireframes, as well as paper prototypes, and high-fidelity prototypes
• Comparing City Cycles to their competitors, and truly understand their strengths and weaknesses.
• Creating wireframes, as well as paper prototypes, and high-fidelity prototypes
• Comparing City Cycles to their competitors, and truly understand their strengths and weaknesses.
My Approach
• Empathizing with the user to better identify their pain points.
• Defining the problem that users are facing by analyzing and researching to see what would fit the users needs, while creating more specific user personas
• Ideating solutions for the users in need
• Creating a prototype, and doing user interviewing to ensure the prototypes created would better address the users pain points
• Ideating solutions for the users in need
• Creating a prototype, and doing user interviewing to ensure the prototypes created would better address the users pain points
Key Findings
After performing research, collecting data, and analyzing the results, this is what I found:
We found that the users were annoyed and confused with online reservation system, which did result in a steady decline every single month.
Solutions
After ideating some potential solutions to the users’ problems and pain points, I decided to move forward with the following idea:
• The biggest user pain point was the online reservation form. With the new improvements, the online reservation has a flow, and let’s users pick which bike they’d like, as well as accessories.
• Based off my paper prototype, I created a high-fidelity, interactive digital prototype of my proposed solution. After performing a usability test on my prototype, I received the following feedback:
• The most interesting discovery from the City Cycles UX research process was the amount of users of this services from all walks of life, almost everyone enjoys a good bicycle ride from time to time.
• Based upon the results of my usability test, I proposed the following next step(s):
• The next step is to make a prototype of an easy to use online reservation system.
Invision Prototype
https://invis.io/P9OGMRHT5JD
