Redesign of the user interface and corporate identity of the electric vehicle rental application Muving.
Muévete sin dejar huella.
Objective: Implement an effective redesign of the app based on changes as a filters system to determinate the type of vehicle on screen, introduce a promotional code for a next use, inform a problem, assistance button through a chat and parking places in the map.
Result: Brand values have been considered under a new logo and style guides. The result is a fully functional application, where users can search, select and develop their trips with control and security and with a wide variety of content.
The premise for this project was: "What changes and new features can we implement to get to a total user mobility experience?"
For this project has been followed the Design Thinking process, based in five phases:
Empathize:
Consists of empathetic understanding of the problem that is intended to resolve:
Consists of empathetic understanding of the problem that is intended to resolve:
- Desk research:
In analyzing scooter trips, a distinction was made between trips taken in total, trips by active days and trips taken in total, trips by active days and trips taken by available days.
With an average of 49 trips, the vehicles were used 2.09 times per active day and 1.1 times per available day, while using these vehicles 11.2 km were covered per average trip, with a variation from 6.4 to 19.5 km.
Among the trip purposes, two main ones stand out: commuting on the one hand and leisure activities for leisure. Shopping and errands appear to be present with only 8% and 6% respectively. Comparing the results with the shares, leisure trips come close to these numbers with 31%. Most of the trips in this pilot study were round trips.
Comparing the average distances, apart from business trips and shopping, the results rule out other cities and places too far to go with a scooter.
In analyzing scooter trips, a distinction was made between trips taken in total, trips by active days and trips taken in total, trips by active days and trips taken by available days.
With an average of 49 trips, the vehicles were used 2.09 times per active day and 1.1 times per available day, while using these vehicles 11.2 km were covered per average trip, with a variation from 6.4 to 19.5 km.
Among the trip purposes, two main ones stand out: commuting on the one hand and leisure activities for leisure. Shopping and errands appear to be present with only 8% and 6% respectively. Comparing the results with the shares, leisure trips come close to these numbers with 31%. Most of the trips in this pilot study were round trips.
Comparing the average distances, apart from business trips and shopping, the results rule out other cities and places too far to go with a scooter.
- Benchmarking:
It is been analyzed direct competitors as well as indirects competitors.
It is been analyzed direct competitors as well as indirects competitors.
- Extract from the interview script:
Interviews one-on-one to find out the actitudes of the general users about their mobility habits.
Interviews one-on-one to find out the actitudes of the general users about their mobility habits.
How often do you rent a scooter?
Every other day.
Every day, to go to the university.
Once or twice a week, when I don't have a lot of bags or backpacks on me.
What factors do you consider when renting a scooter?
The quality and the good condition of the vehicle.
The amount of battery and how far away it is.
The price per minute.
For how long do you use an electric scooter service?
Mostly short and punctual trips. They do not last more than 15-20 minutes.
I live near the university. 10-15 min.
They rarely exceed a half hour ride.
Define:
Synthesize the information from the empathic phase and decide on the problem to be solved:
How to favor and improve the electric mobility experience among potential users?
For this purpose, personas based on the user study have been created for each one:
Synthesize the information from the empathic phase and decide on the problem to be solved:
How to favor and improve the electric mobility experience among potential users?
For this purpose, personas based on the user study have been created for each one:
- Marta, 22, Student:
"Every day I use the scooter to go to college."
Objective: Uses public transportation out of necessity, does not own a vehicle and is concerned about the environment.
"Every day I use the scooter to go to college."
Objective: Uses public transportation out of necessity, does not own a vehicle and is concerned about the environment.
- José Antonio, 40, Freelance:
"I use the service whenever I can, especially when I am not heavily loaded."
Objective: He doesn't live far from home. He is not concerned about the environment and use the service for convenience and speed.
"I use the service whenever I can, especially when I am not heavily loaded."
Objective: He doesn't live far from home. He is not concerned about the environment and use the service for convenience and speed.
- Julia, 30, Unemployed:
"I normally use 2-3 days a week. For occasional trips"
Objective: She is looking for a job, does not have her own vehicle and considers the service profitable given the lack of funds.
"I normally use 2-3 days a week. For occasional trips"
Objective: She is looking for a job, does not have her own vehicle and considers the service profitable given the lack of funds.
Ideate:
Search for solutions to the given problem through brainstorming and mind-mapping:
Search for solutions to the given problem through brainstorming and mind-mapping:
Vehicle filtering, Promotional codes, Assistance and advocacy, Real-time parking availability and Ridesharing.
Prototyping:
Testing:
Assess and evaluate ideas with other users with an in-person, moderated, task-based test.
Assess and evaluate ideas with other users with an in-person, moderated, task-based test.
- User test functions and success rate:
Functionalists to share journeys with other users: 80%
How do you see the sharing of electric mobility facilities around the city?: 76%
When renting an electric vehicle, do you prefer scooter or electric scooter? 64%
What was the last achievement you received? Share it with friends: 92%
Results:
The project has been successful in terms of acceptance and interactivity among users, in addition to the improvement of new implementations and changes.
The project has been successful in terms of acceptance and interactivity among users, in addition to the improvement of new implementations and changes.
All new functionalities have been implemented effectively and have high user acceptance and interactivity.
It has been possible to cohere the new functions in a new and more favorable identity.
Next steps:
- More User testing/User Research
- Establish key partners:
- Vehicle brands
- Electric mobility trade fairs
- Electric mobility user associations.
- Secure financing
