THE CHALLENGE
BlueSG is a Singapore company that provides electric car-sharing and car charging services. The company's vision is to increase the adoption of EVs in Singapore which is to roll out eventually 1,000 electric cars on the road and have 500 stations with 2,000 charging points.
With BlueSG's vision and the current growth in scale, we need to anticipate the challenges to be faced and redesign a user centric digital experience that meets people's needs
MY TEAM
Cui Ling
Raelyn
Bahri
Daniel
MY ROLE
I was in charge of ideating and creating a physical representation of the idea - wireframing and prototyping.
Project - May 2021
An Attempt in Maximising Users Experience
Scope
Duration
Company
:Mobile App
:2 Weeks
:BlueSG
PROBLEMS AND SOLUTIONS #1
EXISTING
" Ok, I see a map. But where do I start? I see Home, Work, and Favourite button.. Do I start by clicking any of these?"
PROPOSED
After reviewing competitors' apps, we realised that most apps adopted the industry convention to include the navigation bar at the bottom of the page. Our goal was to make the app intuitively navigable, therefore we decided to include one and replace the existing call to action buttons to " Book a Car, Activities, Notifications, and Account ".
PROBLEMS AND SOLUTIONS #2
EXISTING
" So, if I'm joining the queue.. how long should I be waiting? There is no prompting?"
PROPOSED
Based on our interview data, most users would resort to other mode of transportation because they do not know how long to wait to book for a car. Thus, we feel that it is imperative to include some sort of foresight for users such as estimated waiting time as a gauge. We also added a notification feature to update or alert users on their past activities.
THE PROCESS
1) USER
INTERVIEW
Through affinity map, we noticed that all participants have
raised concerns in terms of the booking experience.
KEY INSIGHTS:
-
"The app is quite idiot-proof but for new users may struggle at the start. It is not entirely intuitive."
-
" Sometimes it is frustrating when hotspot areas are always taken."
2) USER
TESTING
We felt there was an important notion behind participants' sentiment: "the perception of the amount of work it takes to figure out how to get started".
Therefore we felt the need to look into this area because we believe that the App's steep learning curve deters customers from wanting to try.
Improving the ease of use would increase usage.
3) RESEARCH FINDINGS
AND HEURISTICS
We examined the task features between local competitors as well as experts reviews by examining the app basing Jakob Nielsen's 10 Usability Heuristics using the same task.
Both findings were then used later
to inform ideation of design concept that prioritise and align with long term business success goals, as well as user centric perspectives to create an impactful brand's points.
4) DESIGN
ITERATIONS
Based on research results, we developed wireframes and prototypes based on the sitemap and customer journey map created to ensure that we are not missing out on the chance to interact with customers at any stage.
REFLECTIONS
As the project neared completion, the scope seemed to increase dramatically with new ideas and “nice to have’s” that weren’t always aligned with our original problem. However, the team was efficient and collaborated well. We managed to refocus and recenter our design solution.
What could have been done more would be to research more on overseas success stories such as China's EV as well as the opportunity to collaborate with software developers to understand the technical constraints to ensure that our design ideas are feasible.