Car Next Door UX Presentation - 17 Feb 2016
Transcript of Car Next Door UX Presentation - 17 Feb 2016
PRESENTED BY ALANA, ANNE MARIE AND MANFRED (17TH FEB 2016)
PRESENTATION OUTLINE
THE BRIEF
SOLUTION DEMO
MOVING FORWARD
DEVELOPING THE SOLUTION
BUSINESS ANALYSIS
01 02 03
05 04
06 07
USER RESEARCH
NEEDS SATISFIED
THE BRIEF
CAR NEXT DOOR
0 1
Car Next Door lets people share cars with their neighbours.
01THE PROBLEM &
CHALLENGE ———————————————
Statement of Work Artefact can be found here:
https://drive.google.com/open?id=0BxXMq-H-R961alhJRVJLc3JwMFE
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THE PROBLEM
• For every Car Owner there are 30 Car Borrowers.
• Limiting the growth of the business because there is a lack of supply
CHALLENGE
• Increase Car Owner conversion rates
• Design a cohesive on-boarding process from start to end
• Optimise the experience so it’s easier for customer to find the information they need to make informed decisions
• Help build customer confidence in the service
BUSINESS ANALYSIS
02STAKEHOLDER MEETINGS ———————————————
Prior to continuing the project, we interviewed several stakeholders to gain a better
understanding of the business and what they believe the undying concerns are.
• RAY Ex developer • MERRYN Op. & Bus. Dev. Manager • RICH Boss of Cars
Transcript Artefact can be found here: https://drive.google.com/open?id=0BxXMq-
H-R961ejFUajBQcWx0eWc https://drive.google.com/open?id=0BxXMq-
H-R961NDJLRTBRX2pvMXc
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02COMPETITOR ANALYSIS
——————————————— Comparing Car Next Door against other successful competitors will allow for the discovery of new potential features to
implement.
Artefact can be found here: https://drive.google.com/open?
id=0B8wOhMiH1hhCZFhpZ1RoYkpnckE
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02COMPARATIVE
ANALYSIS ———————————————
Looking at other existing businesses inspires possible ideas, functionality and features.
Artefact can be found here: https://drive.google.com/open?
id=0B8wOhMiH1hhCS1RDSm41Q0JSc0U
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02WEBSITE HEURISTIC
EVALUATION ———————————————
Evaluation of the existing website allows us to understand the factors that may cause drop
outs.
Artefact can be found here: https://drive.google.com/open?id=0BxXMq-
H-R961QkNMM1hyS0NyRmc
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02BUSINESS
KEY INSIGHTS
KEY INSIGHTS
• Users rarely have a sound understanding of the Car Next Door service and therefore are very dependant on the call with the sales team to answer concerns. • This is mainly due the difficulty in findings relevant
information on the webpage. • Car Next Door does not lack in features compared to other
competitors in the Peer to Peer car sharing space. The key insight here then is that the website experience needs work.
• Competitors tailor their website to all of their users (i.e. both borrowers and owners)
• Other peer to peer services appeal to their users by being transparent about their processes to develop trust and security. This was very effectively executed in services such as AirBNB.
• The current website is all about borrowing cars. • The navigation elements are not clear. It makes it difficult for users
to access information that creates trust for the website.
02BUSINESS
NEEDS
NEEDS
• A website that tailors both to Car Owners and Car Borrowers.
• A straight forward and efficient website with a cohesive experience.
• Seamless and efficient signup process.
• Pages organised in a meaningful way for their users to make easy decisions.
• Increased conversion rates for Car Owners.
USER RESEARCH
03USABILITY TESTING
OF CURRENT SIGNUP ———————————————
Tested the current website with 5 users. This allows for us to understand factors that may
cause drop outs.
Artefact can be found here: https://drive.google.com/open?id=0BxXMq-
H-R961eEotaXprQWV3UkU
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03GOOGLE ANALYTICS
——————————————— Looking at current website performance in Google analytics gave insights in to existing
drop out points.
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POSTITIVE
• Navigation and content seems well placed in the sitemap.
• Branding is consistent with the layout of the website and its video contents.
• There ere discounted ticket offerings on the day. You can even apply for $20 opera tickets for first timers.
NEGATIVE
• Language section taking up the whole top bar space.
• Cheatsheets, valentine playlists, beginner guide, discounts are hidden deep within the blog section and resource.
INSIGHTS
• General overall website is very good already.
• There could be another direction of organising the website content which would appeal to the interest of the millennial
03SURVEYS
——————————————— 62 participants were surveyed.
The survey can be found here : https://docs.google.com/forms/d/
1zbxNOCUH8xz3TeYU_QNgp4R0hAcxWB1Islmz9IbBb2g/viewform?usp=send_form
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03USER RESEARCH
KEY INSIGHTS
KEY INSIGHTS • Pieces of information that users needs to be told prior to signup are :
✦ how much money can you earn ✦ membership and insurance fees ✦ what peer-to-peer carsharing is ✦ who will be using their car
• Potential users overall are more concerned with bad things happening than the benefits of using the car service. More specifically, users rated insurance information and borrower information as more important than how much money they can earn from the service.
• The biggest positive influences are financial incentives (74.%). Secondary factors included sharing of underused resources (34.5%) and saving the environment (34.5%). • The more earnings predicted, the more willing people were to
complete the signup. • Users can definitely be motivated by other factors. It’s just they
drop out after seeing the earnings calculator. *G
• No expectations of what the process will include or how long it will take.
• Inconsistent labelings and layout causes users to doubt its authenticity and whether my details or vehicle are secured
PERSONAS
0 3
We then formulated the personas from our Business and User research.
TARGET USERS FROM RESEARCH
RICHARD SMITH
“I hate having my cars being under utilised”
CONNOR JONES
“I love the feeling of helping my community by sharing my
under utilised resources”
CELESTE LEE“I love to travel, always open to
new experiences and I need more money to facilitate this”
OWNER PERSONAS
03CUSTOMER NEEDS
CUSTOMER NEEDS
• Users want an easy, efficient and trustworthy sign up process (from awareness to usage).
• Users needed easy access to the information that can help them make decisions easier.
• The service needs to be transparent about what they can offer the users and what the service expects out of them.
• A choice between in-depth answers to questions or a simple and easy way to quickly understand information.
• Customers need to feel that the service is dependable and trustworthy.
• Users need to know that they can get their concerns address easily and efficiently.
• They need to know why they are asked for specific details from them in the sign-up form.
DEVELOPING THE SOLUTION
NEXT
LEVERAGING BOTH BUSINESS AND
CUSTOMER NEEDS…
CURRENT SITEMAP
CUSTOMER JOURNEY CURRENT
Enric
hed e
xper
ience
Poac
hed e
xper
ience
BASELINE
DISCOVERY RESEARCH CONSIDER & COMPARE APPLY WAIT USE
TOUCHPOINTS
Excited about P2P carsharing
Feeling insecure about the sign up process
Frustrated at the long form
Lost about what is next
Service rep clarifies questions. Feels relieved
Happy about the extra money
A bit iffy about who is driving their car
Word of mouth Social media
ArticlesOnline search engine CarNextDoor website CarNextDoor website
CarNextDoor website Email
Service repCarNextDoor website
Phone Car borrower
CarNextDoor website Competitor sites
Heard about P2P carsharing
from friends
Read about P2P carsharing
online
Researches more about P2P
carsharing (i.e. insurance,
fees etc)
Looks at competitors
Visits Car Next Door website
Uses the probability calculator
Signs up to Car Next Door
Starts listing car and filling out
application
Finishes Car Next Door application
Listed car is booked out
Application is approved
Service rep calls Don’t meet car borrower
Waits for application to be approved
Files for credit check
Reads about insurance and membership
fees
Reads FAQ
Takes photos
Submits application
Compares different P2P services
Annoyed about finding information
Calculator gives low estimate
Calculator gives high estimate
Confused about insurance
Confused about labelling
CUSTOMER JOURNEY MAP (CURRENT)
04FEATURE PRIORITISATION
MAPPING ———————————————
From understanding our persona needs and behaviours, a list of ideas are generated and sorted into nice to have, essential, low effort
and high effort.
Artefact can be found here: https://drive.google.com/file/d/0BxXMq-H-R961RWt5Z2hVaXlIZzQ/view?usp=sharing
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WHAT WE DID
• We mainly focused on the necessary and low effort/expense ideas. (bottom right hand corner, indicated in above image)
• We drew relevance between these features with the design studio ideas and formulated our primary solution.
FEATURE PRIORITISATION MAPPING
04CO DESIGN STUDIO
——————————————— Enabling collaborations across different
departments to brainstorm potential solutions.
All concepts developed can be found here: https://drive.google.com/open?id=0BxXMq-
H-R961bHJHQ0tuZ2VXQXc
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PROPOSED SOLUTION
—————————— From completing the methods
previously mentioned, we are now able to define the proposed solution
approach to the problem.
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04THE SOLUTION
——————————————— From completing the activities previously mentioned we are now able to define the
approach to the problem scope.
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THE SOLUTION APPROACH
• We believe our solution creates a better user experience by providing an easy, efficient and trustworthy sign up process (from awareness to usage).
• The concerns of car owners and borrowers are addressed by providing them with a more prominent and logical website layout.
• This is enabled by a straight forward, efficient website, catered to both car owners and borrowers who are not familiar with peer to peer car sharing.
04WIREFRAME SKETCHES TESTING & REFINEMENT———————————————
We tested our paper prototypes and received feedback from 5 people
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SOLUTION DEMO
05SOLUTION
DEMO
THE WIREFRAME PROTOTYPE
http://d6fxpc.axshare.com
Story: Richard Smith He has an extra car at home and feels bad that it is being put to waste. He hears about Car Next Door through a friend and decides to list his car on to the service.
06ANNOTATED WIREFRAME
PROTOTYPE ———————————————
We left some comments to explain our design decisions for those who were not able to
attend.
Artefact can be found here: https://projects.invisionapp.com/share/
E361IPO8N#/screens/135328038/comments
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YOU CAN FIND THE ANNOTATED SCREEN IN THE BELOW LINK:
NEEDS ADDRESSED
06ADDRESSED NEEDS
——————————————— How our proposed solution addresses the
needs of both parties.
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CUSTOMER NEEDS
• Positive user experience from end to end on the on boarding process.
• Information is presented in a way that is catered to both in-depth and efficient readers.
• They were guided with their decision on sign up process and thinking.
• They built confidence and reassurance by easily accessing information. In addition, customer stories from real users.
• Expectations were managed through being transparent.
06ADDRESSED NEEDS
——————————————— How our proposed solution addresses the
needs of both parties.
———————————————
BUSINESS NEEDS
• The solution has a 50% split between borrower and owners. This reinforces conversion rates for car owners.
• Straight forward, efficient website, catered to both car owners and borrowers who are not familiar with understanding the peer to peer car sharing.
• We removed blockers that prevents a seamless and efficient signup process. (eg calculator location.)
• The sitemap is reorganised in a meaningful user centric manner.
PROPOSED SITEMAP
PROPOSED SITEMAP
CUSTOMER JOURNEY PROPOSED
DISCOVERY RESEARCH CONSIDER & COMPARE APPLY WAIT USE
Excited about P2P carsharing
Feeling motivated to list car up
Chooses to sign up as
a car owner
Understands what the next steps are
Happy about membership approval
Happy about the extra money
A bit iffy about who is driving their car
Word of mouth
Social media Articles
Online search engine CarNextDoor website CarNextDoor website
CarNextDoor website Email
Service rep
CarNextDoor website Phone
Car borrowerCarNextDoor website
Competitor sites
Heard about P2P carsharing
from friends
Read about P2P carsharing
online
Researches more about P2P
carsharing (i.e. insurance,
fees etc)
Looks at competitors
Visits Car Next Door website
Uses the probability calculator
Makes an account with
Car Next Door
Starts application to
be a car Owner
Finishes Car Next Door application
Car application gets approved
Service rep calls to confirm car
details and application
Lists car through
membership profile
People book out car
Receive membership
approval email
Files for credit check
Skims through infographics
about sign up process and why
join us etc
Clicks in to Owner page
Takes photos
Submits application
Compares different P2P services
Easily finds owner related information
Calculator gives low estimate
Calculator gives high estimate
Happy that information is presented in simple chunks
Feeling secure about the sign up processEasily finds in-depth
answers to specific owner questions
Looks for more in-depth answers
Waits for application to be approved
CUSTOMER JOURNEY MAP (PROPOSED)Thrilled about car application being approved
Waits for car application to be approved
A bit ambivalent about the waiting process
BASELINE
TOUCHPOINTS
Enric
hed e
xper
ience
Poac
hed e
xper
ience
MOVING FORWARD
07INTERACTIVE PROTOTYPE
USABILITY TESTING ———————————————
We recommend to test a few more people with the clickable prototype
Artefact can be found here: https://drive.google.com/open?
id=0B9FWloPs38wkSU10T1JTYlIzWnM
———————————————
METHODS
• Heuristic evaluation • Usability testing
INSIGHTS
• Suggestions include adding • Flow of the interactions with screens, users was confused. • Inability to click on through to everything. • Very impatient • The solution will be launched at the event • Empowering that engagement is a competition being run
throughout the schedule.
06RECOMMENDATIONS CONTENT STRATEGY
——————————————— Recommendations and suggestions to improve
our opportunities.
Artefact can be found here: https://drive.google.com/open?
id=0B9FWloPs38wkWnRpcS1UcDVwblU
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06RECOMMENDATIONS
VISUAL BRAND ———————————————
Recommendations and suggestions to improve our opportunities.
Artefact can be found here: https://drive.google.com/open?id=0BxXMq-
H-R961Q1NQNUlHRVBXdTA
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BUSINESS NEEDS
CUSTOMER NEEDS
06RECOMMENDATION OVERALL STRATEGY SERVICE BLUEPRINT
——————————————— Gives us a holistic view of all the touch points
of the business and how the business can interact with the customer.
https://drive.google.com/open?id=0BxXMq-H-R961Mk83YU1ycThaZVk
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The Scope of our project limited us to only look at the on boarding process.
SERVICE BLUEPRINT
MOVING FORWARD
—————————— Suggestions on the next steps we
would recommend to further develop our proposed solution.
——————————
07THE HANDOVER
——————————————— On the right is our list of Artefacts we
developed during the course of this project.
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FINAL DELIVERABLES
1. StakeHolderMeeting-Merryn 2. StakeHolderCall-Rich 3. Statement of Work 4. BusinessCanvasModel 5. CompetitorAnalysis 6. ComparatorAnalysis 7. HeuristicsEvaluationOfCurrentSignUpProcess 8. UsabilityTestingCurrentSite 9. ResearchInsights-4Areas. 10. FeaturePrioritizationMap 11. OnboardingPersonas x 3 12. SitemapCurrentWebsiteBefore & After 13. CustomerJourneyMapCurrent&Proposed 14. ContentStrategy 15. ServiceBluePrint(Holistic scope) 16. AnnotatedPrototypeScreens(Invisionlink) 17. VisualBrandingMockup
All deliverables can be accessed in the link below: [removed link]
MOVING FORWARD
—————————— Suggestions on the next steps we
would recommend to further develop our proposed solution.
——————————
07THE FUTURE CONTACTS
——————————————— For future enquires and clarification
please email us!
———————————————
Anne Marie Calpito (UX/UI) • [email protected] • https://au.linkedin.com/in/anne-calpito-3418a8110
Manfred Ng (UX/Behavioural Scientist) • [email protected] • https://au.linkedin.com/in/ngmanfred
Alana Cming Yick (UX) • [email protected] • https://au.linkedin.com/in/uxmixture
FIN
Thankyou for the opportunity to help you through user centred design. Now your thoughts and final chat.