EaseWheels_
+ Ux Design Project
Overview of the Project
The primary objective of this undertaking was to conceptualise an app tailored for 'EaseWheels,' an imaginary startup in the car rental industry. The company emphasised the necessity for an online interface characterised by speed, simplicity, and user-friendliness, all rooted in a profound comprehension of their intended user base.
The ultimate aim revolved around crafting a clickable prototype for user testing, accompanied by comprehensive wireframes intended for transfer to UI designers and subsequently, developers.
My Involvement
I have independently finalised all aspects of this project. The entirety of research and UX design falls under my responsibility. This endeavour prioritises product usability through a research-centric approach. In practical settings, the next steps involve handing this project off to UI designers followed by developers.
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Research_
+ Competitive benchmarking
+ Usability testing
Understanding the usability of car rental apps was pivotal for my project. I analysed top websites like Sixt, Hertz, Europcar, and GreenMotion to gain insights and set objectives:
1. Learn problem-solving methods used by leading apps.
2. Identify industry norms and best practices.
3. Emulate successful strategies for user-friendly design.
This analysis paved the way for creating a seamless and intuitive car rental app that enhances the customer experience.
Exploring apps like Sixt, Hertz, Europcar, and GreenMotion unveils strategies for user satisfaction:
Efficient Interfaces:
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Sixt and Europcar offer user-friendly layouts for effortless navigation.
Mobile Adaptability:
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Sixt ensures smooth functionality on phones, simplifying the rental process.
Personalisation:
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Europcar saves searches for easy resuming, while GreenMotion tailors recommendations based on past rentals.
Technological Advancements:
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Hertz leads with AI and contactless rental options, boosting efficiency and safety.
In Summary:
These companies excel in intuitive interfaces, mobile compatibility, personalisation, and innovative technology. Their focus enhances ease, transparency, and enjoyment in car rentals, setting higher standards for user experience in the industry.
Hertz Car Rental | App
Research_
+ Competitive benchmarking
+ Usability Test
EaseWheels, our imagined app, needed testing before creation. I tested Hertz and Sixt, and reviewed prior tests on Sixt and Green Motion. Three participants tried three apps, including Sixt in 2020 and 2023.
Tests showed user behaviour and pain points during bookings. Interviews before the tests explored users' goals, past bookings, and issues.
Insights from Testing:
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Sixt lacked feature location, especially adding drivers.
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Green Motion had trust issues due to branding and limited London cars.
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Hertz faced location errors and driver additions complexity. Surprisingly, Sixt's 2023 version improved, offering better navigation and more car options than Hertz.
Users' profile_
Analysis_
+ Affinity diagram
+ Customer journey map
The subsequent stage involved gathering data from the research phase—competitive benchmarking and usability tests. As much of this data was qualitative, I sought a methodical approach for organization, opting for an affinity diagram. Initially, I documented key findings and observations on Figma's Post-it notes, organizing them into groups and subgroups.
Here are some groups that emerged:
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Navigation:
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User-friendly
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Smooth navigation
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Poor browsing experiences
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Pick-up/Drop-off
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Branding:
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Background/Design
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Information
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Filtering
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Values and Prices
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Unfamiliar Terms
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Absence of automatic options
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Decisions based on prior experiences
Analysis Conclusions:
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Streamline and simplify the app's structure and flow.
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Display only relevant and crucial information.
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Clarify unfamiliar terms for the general public.
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Adopt minimal, visually appealing design.
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Ensure transparent journey costs.
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Avoid displaying unnecessary extras or unavailable options that can cause confusion or negative experiences.
Analysis_
+ Affinity diagram
+ Customer journey map
After examining each booking stage, I crafted a detailed customer journey map outlining user interactions, emotions, and encountered challenges. This visual representation integrates usability test insights, offering a holistic view and spotlighting pivotal touch-points impacting user satisfaction.
Findings from the user journey revealed a well-received user interface and clear car details and pricing. However, users faced confusion with certain terms and challenges in booking specific requirements like automatic cars. Areas for improvement include refining error guidance, clarifying ambiguous terms, enhancing filter mechanisms, and streamlining the extras booking process. The primary focus remains on a user-friendly interface, clarity, and improved navigation.
Design_
+Flow diagram
+Interaction design
+Medium fidelity prototype
+Wireframes
The Flow Diagram illustrates the sequential stages users navigate while using car rental apps. It encompasses essential steps, from initiating a search to completing bookings, spotlighting user objectives and obstacles encountered at each phase.
Design_
+Flow diagram
+Interaction design
+Medium fidelity prototype
+Wireframes
After completing the user flow, the next stage was transforming it into initial sketches. These sketches were aimed at defining the initial appearance and interaction design of the EaseWheels car rental app, taking into account user goals, behaviours, and the pain points identified during the research phase.
Through multiple iterations, I developed the sketches showcased below, fine-tuning the design for a smooth and user-friendly experience. This phase was focused on Interaction Design, dedicated to creating interfaces that emphasise user satisfaction and engagement.
Design_
+Flow diagram
+Interaction design
+Prototype for app
+Wireframes
The following phase in the process involved prototyping. Once satisfied with the interaction design, I commenced the process. I opted for a medium-fidelity prototype, known for conveying richer interactions and offering more extensive insights from users.
The design underwent further user testing to validate its effectiveness or uncover potential flaws. To materialize the envisioned user experience, I crafted a comprehensive app Prototype, facilitating tangible testing and refinement of interface functionalities.
Design_
+Flow diagram
+Interaction design
+Prototype for app
+Wireframes
In the concluding phase of the UX process, I generated medium-quality wireframes, integral for developer handover documentation. Every page, component, state, and interaction was meticulously detailed to eliminate guesswork, ensuring clarity for seamless implementation.
These wireframes served as the structural blueprint for the app's interface, meticulously outlining the skeletal framework and navigation layout for user interaction.
Conclusion_
+Design Refinement
+Learning Cycle
To enhance the user experience, I underwent iterative design modifications, refining functionalities from Interaction Design to the Prototype for the app.
Simplified Navigation: I streamlined the interface in the Prototype, using icons instead of text in the navigation column for a cleaner design.
Calendar Improvement: The calendar was decluttered in the Prototype by relocating the "Clear" option to the top left and placing the confirmation button at the bottom for easier interaction.
Better Browsing: I replaced the 'X' close button on the car browsing page with a 'Back' button, making navigation simpler for users.
Consistent Navigation: Contrary to the initial plan, I decided to retain the navigation column across all Prototype pages for consistent user navigation.
Clarity in Payment: In the Prototype's booking page, I changed terminology from "Best Price" and "Flexible" to "Pay now" and "Pay later" for better user understanding.
Learnings & Streamlined Information: This project taught me the importance of concise explanations and a user-centric approach. I learned to simplify information for user-friendly experiences, always prioritising user needs. Keeping research notes handy helped maintain focus and coherence in the project.
In summary, this project was a great learning experience. Presenting my inaugural UX Design project was immensely rewarding, marking a significant milestone in my learning journey.
Conclusion_
+Design Refinement
+Learning Cycle
In concluding this project, I've gained a clear understanding of finalising an app. Through this process, I've learned the importance of continuous improvement. I recognized areas needing refinement and alteration, fueling my dedication to ongoing learning and analysis post-project completion. This experience instilled in me the commitment to further study and analysis, ensuring consistent growth and improvement in my UX design journey.