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BlueSG
Website & App Optimization
An Attempt in redesigning a whole suite of functions to maximise users experience
SCOPE
DURATION
MY ROLE
Mobile App
Website
2 Weeks
Ux Researcher
Ux Designer
TEAM MEMBERS
Cui Ling
Raelyn
Bahri
Daniel
BACKGROUND
BlueSG is a Singapore company that provides for electric car sharing and car charging services. It was launched with government support (LTA) in 2017 as part of the nation’s plan to offer new smart and affordable mobility options to Singaporeans. BlueSG , which is also a subsidiary of French transportation firm Bollore Group now gets almost 100,000 rentals and 4,000 subscriptions every month. Surveys show that its users mostly use the service occasionally as a complement to public transport, which was the initial objective.
BUSINESS VISION
BlueSG 's vision is to increase adoption of EVs in Singapore. Under an agreement between the Bollore Group and Singapore,
BlueSG eventually plans to put 1,000 electric cars on the road and have 500 stations with 2,000 charging points.
THE CHALLENGE
As BlueSG grows in scale and more users are onboarded,
we need to anticipate the challenges to be faced and
redesign a user centric digital experience that meets
people's needs
PROJECT OBJECTIVES
To enhance product experience and increase brand loyalty
USER INTERVIEWS
Understanding The Users
Q: Why would you opt for
a car sharing service?
Q: What are your concerns and
frustrations when
when using car-sharing services?
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10 users
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Current/Past users of BlueSG
Some Key Insights
" I don't own a car, so BlueSg would be my go to when public transportation is not easily accessible and when cab is more expensive"
" Sometimes it is frustrating when hotspot areas are always taken"
" It kinda sucks when I got a poor conditioned car in terms of cleanliness". I don't usually file a complaint because the process is too tedious
After grouping and synthesizing interview data using an affinity map, we noticed that all participants have
raised concerns in terms of the booking and car condition experience. We felt that it is obvious enough for us to find out
how can we improve on the booking and customer service as it would help gives us an immediate
competitive advantage.
Another one of the users voiced a different concern:
"The app/website is quite idiot-proof but for new users may struggle to look for it, the FAQ is supposed to be helpful but it is too wordy?"
We felt there was an important notion behind this participant’s sentiment: the perception of the amount of work it
takes to look up for information. Therefore we felt the need to look into this area because we believe that the learning
curve of the BlueSG signing up and booking process deters customers from wanting to try. Therefore, by improving
the ease of use would increase usage.
PROBLEM STATEMENTS
View Details
USABILITY TESTINGS
Find Design Flaws
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6 users
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Current/Past users of BlueSG
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On both web & app
During the phase of getting a sense of BlueSG's web and app, we noticed booking functions are not available on the web.
We wondered whether to include the Task 2 for web but then we decided against it because based on user research, web and
app serves different purpose. The web is for content heavy information, marketing purposes. Whereas the app is task oriented
and is also where users interact most.
TASKS
Information Accessibility
The Booking Experience
Customer Service Experience
Task 1: Find out about BlueSg
You haven’t used BlueSG in a while and you want to refresh your memory on how Blue SG works. How would you find this information?
Task 2: Reserve a car via QueuePop
You are shopping at West Gate and you would like to book a car but there are none available. Show me your next course of action on this app.
Task 3: Contact Customer Relations
Your car is dirty which affects the enjoyment of the ride so you want to make a complaint. What do you do?
COMPETITIVE ANALYSIS & HEURISTICS
Next, we examined the task features between local competitors as well as experts reviews by examining
both the app and web basing Jakob Nielsen's Ten Usability Heuristics using the same 3 tasks. 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 of customer contact, from start to finish.
Book from mobile app
Book from mobile app
Book from mobile app
Book from website
Key in location for car spot
Key in location for car spot
Click transport
Select Date, Time, Hours, location and car category
Select preferred BlueSG spot
Select Date & Time, and Duration, if applicable
Key in travel point
Confirm Pick-up location
Log in to book
Select Car
Select Car
See if there is an available Bluecar
STEP 1
STEP 2
STEP 3
STEP 4
JAKOB NIELSEN'S HEURISTICS RATINGS
0
1
2
3
4
I don’t agree that this is a usability problem at all
Cosmetic problem only: need not be fixed unless extra time is available on project
Minor usability problem: fixing this should be given low priority
Major usability problem: important to fix, so should be given high priority
Usability catastrophe: imperative to fix this before product can be released
Device
Mobile
Desktop
Findings
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Wordy guide and FAQs. Difficult to read.
-
Labels are not intuitive. Users are confused with the category namings
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On the landing page, there is no call to action. The only text “Home, Work, Favourites” refer to pre-saved locations. For first-time users, this is not intuitive
-
“Queue-POP” which is unique to BlueSG, but may not be intuitive for users that it refers to joining the queue. No prior indication of what to expect after clicking. Only understand post-action that there is a 30 minute wait
-
"Contact" button leads to direct call to customer service, no other contact options provided
Heuristics
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Help and Documentation
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Match between system and the real world
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Visibility of system status
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Recognition rather than recall
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Flexibility and efficiency of use
Severity
3
3
3
3
3
RESEARCH FINDINGS AND SOLUTIONS
Based on research results, we developed wireframes and prototypes based on the sitemap
and customer journey map to ensure that we are not missing out
on the chance to interact with customers at any stage. Below are some examples of our solutions:
ITERATION DESIGN PROCESS:
To test design concept & usability
2 Group of Users
2 Testing Phases
WEB REDESIGN
EXISTING
" The app/website quite idiot proof but for new users may struggle looking for it, the FAQ is supposed to be helpful but it is too wordy?"
PROPOSED
We felt that it is redundant how the existing FAQ seems too wordy because there were repeated title such as "reservation" before each question.
Thus we decided to remove it.
EXISTING
" Homepage is kind of messy, I don't really know
what or where to start reading, there isn't much insightful information I could obtain from the homepage."
PROPOSED
Homepage is the key to convey branding and evoke
emotions. Therefore, we decided to create an
emphasis on our brand value by putting it at the top.
After reviewing multiple competitors site, we felt
the need to include customer reviews because it
plays an integral part in business's marketing plan
whereby it provides for social proof and added credibility.
MOBILE APP REDESIGN
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 app, we realised that most app adopted the industry convention to include the navigation bar at the bottom of the page. Therefore, we decided to replace the existing call to action buttons to " Book a Car, Activities, Notifications, and Account ".
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.
EXISTING
" When I clicked onto Contact', it directs me to calling customer service? I don't really like speaking over the phone though "
PROPOSED
With the current redesign, users are now able to
get in touch with customer service through
multiple options. They could either contact
via feedback form, live chat or 24/7 hotline.
SEQ & SUSS
3 usability tests was conducted on both the website and mobile app. An Ease of Use survey was
done after each Usability Testings. Users were asked to rate the task on how easy or difficult it was to
perform the tasks on both web and app; followed by the SUS scoring on whether there is an overall problem with the design solution. This is the summary of our results across all 3 design iterations.
It shows a marked improvement from the existing site.
SUS Guidelines:
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<50 :Not acceptable
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50-70 :Marginal
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>70 :Acceptable
WHAT'S NEXT
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Conduct more research into cultivating more sense of ownership among users when they use BlueSG.
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Study overseas success stories e.g. China
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Collaborate with software developers for both web and app to ensure that our design ideas are feasible.
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Explore ways to also encourage new users to sign up for BlueSG.
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Pitch design to stakeholders at BlueSG.
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