Creating an easy and simple scooter renting experience
My Role
UX Designer
Organisation
Vogo Automotive Pvt. Ltd., Bangalore, India
About the product
Vogo is a platform for renting scooters on a short-term basis. Short-term scooter rentals were the company's primary business. However, Vogo has gradually begun offering long-term scooter rentals as well.
'Vogo Long Term Rentals' will cater to customers who need vehicles for a longer duration. Within long-term rentals, there will be two product flows for two types of customers - individual customers (B2C) and delivery partners like Zomato, Swiggy, Dunzo etc. (B2B)
My responsibilities
I was responsible for creating an end-to-end scooter booking process. Therefore, I have conducted research on competitor products to understand their offerings and potential.
For empathizing with the user, I set certain design goals which included providing proper feedback, guiding them throughout the entire process, being transparent with the details, and providing help wherever necessary.
I had the opportunity to address longer-term business goals such as rental renewal, troubleshooting bike service issues, and delivering scooters to customers.
In addition to this project, I was also responsible for designing payment flow, station finder etc.
Business Goals
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Develop a full-fledged booking business model for long-term bookings
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The passes need to be tailored to meet the needs of different customers
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A renewal option has to be provided for customers in order to retain them
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Explore the possibility of delivering the scooters to the customer's home or workplace
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Make long-term rentals the main business model slowly
Design Approach
Following a design process is fundamental for a consistent and better design. This includes understanding and defining the design problem through user research and developing solutions specific to certain target groups.
Discovering Demand
Gain insights via primary research and competitive analysis
There are a few competitors and similar products to Vogo, such as Bounce, Drivezy, and ZoomCar. My study of all these existing platforms has given me a deeper understanding of what works and what doesn't.
Explore and determine the demand
Initially, we wanted to explore and determine the demand for long-term rental services before diving into the actual flow and process. As such, we will run a test by providing the user with an in-app form to submit his requirements.
Then our customer executive takes care of this requirement by providing the required package to the customer.
In-App form to test the demand before launching the actual product
Defining power users
Working professionals, college students, and delivery executives constituted the majority of users. For almost all of their daily transportation, they rely on a scooter rental. As a result of designing for such customers, budget, flexibility, and seamless booking were the most significant factors to take into account.
Defining design goals
Freedom & Flexibility
Allow the users to Cancel/End ride whenever they require. Freedom to choose the package, location and change it when needed
Feedback
Make users notified by providing the necessary feedback about what is going on the screen and help them make informed choices
Help & Documentation
Before entering into a flow, proper documentation should be provided to make the user more comfortable
Minimalist Design
Providing only the appropriate information required both on-screen and content
User's journey
Initial iteration & wireframes
How does a user book a scooter?
It was important that package details were presented to the users without delay. The challenge was to book a scooter in a few steps by choosing a package, confirming a pickup location, and paying for it.
Home main screen
Packages presented to the customers
Pickup Zone Selection
Popup shows sucessfull booking
Review booking
Screen showing payment options
What happens after the user has booked a scooter?
The user goes to the nearest VOGO station to collect the scooter
The user scans a QR Code to start the ride
Once the user has started the ride, this will be the screen throughout his ride, to provide him with necessary details
A scooter will be allotted to the user only 2 hours prior to the pickup time requested
Allotted scooter's registration number displayed on screen
Here are the Problems faced by the users and 'How Might We' opportunities to tackle them
How Might We assist the user in locating and reaching the correct Vogo Zone?
PROBLEM:
- Users often have trouble finding the zone.
- Users arrive at the wrong location and find that there are no zones available.
The station finder feature shows images of the zone which assist the user in locating it. Also, the user is notified of the number of scooters that are available. By having the information available, the user will be able to complete the task without any difficulties.
Initial design of the card
The Cards after considering technical constraints
How Might We encourage the user to adapt seamlessly to the new product?
PROBLEM:
- Users are not familiar with how the new product works.
With the right documentation provided at the beginning of the process, they will have the ability to adapt and understand the product. The task of booking a scooter should be made easier by providing assistance wherever necessary.
Option selected at the end
Options presented to the stakeholders
How Might We make the user feel flexible and in control?
PROBLEM:
- Users often have trouble finding the zone.
- Users arrive at the wrong location and find that there are no zones available.
Users will feel in control if they have the option to cancel, customize, or modify the booking wherever needed. The control was designed in such a way that the options should be easily accessible.
Customer-friendly features that demonstrate flexibility