Sharing bike ride with friends

Launch in Taiwan 🇹🇼

Role

UI/UX designer

Team

Product Manager
Engineers
Operation team & Customer service team

Period

Kick-off: 2022.1
Dev process 1st: 2023.5-2023.8
Dev process 2ed: 2024.5~2024.9
Launch: 2024.12

Background

We have tons of requirements for one account that supports multi rider(user). It originates from our users directly. In addition to the operations(customer service staffs) the team receives ideas from the users every month, the main use cases:

Use case 1: During the daily commuting scenario, some seniors and teenagers do not have mobile phones and must be assisted by family members to register them. This limits the use of an account in one family.

Use case 2: In tourist scenario, it is inconvenient for everyone to download the app or create an account when a group wants to bike in some area.

If our service allowed the primary user to set up an account and enable family members or friends to ride together, would it enhance the user experience? This the first idea happen - “Group ride”.

Challenge

The main change is the feature that once developed it won't only be implemented in Taiwan MOOVO, but it will also be launched for other sharing brands: MOVI in European, Encibi in Mexico. Therefore we need consider the architecture details in the backend carefully. Whether the primary account can have multiple orders at the same time, the order quantity, and rules etc.

The other main challenge is the developer resource, somehow it seems normal to some work scenarios. However, it shocked me when I was really involved in it.

Divergence and convergence

Assumption 1.
What if users are only allowed to use credit cards (online payment) for group rides?

The answer is no. The operation team shared the thoughts, because E-Ticket is the primary payment method for our users in Taiwan. Therefore, it's a must to consider the E-Ticket behavior.

Assumption 2.
What if only allowed users to use E-Tickets for group rides, as the minimum solution?

Based on PM's feedback, because of other sharing bike brands, they also need to use this feature, to avoid waste, the same development process should not be repeated.

Assumption 3.
Are guest lists and contacts necessary conditions for group riding?

In most scenarios, users don't care about the information in this list. All they want is to be able to rent more than one at the same time.

Research

In the early stage we plan the feature, we have visited the real usage scenarios which is in Changhua(彰化) and Yunlin(雲林), interviewing users. Collaborated with the operations team to understand the user behavior offline & online, and communicated with stakeholders frequently.

As the designer in this project, I also collaborated with product managers, by clarifying feasible solutions, analyzing product specifics, researching related products/competitors, and to understand how to align market needs and possible development directions.

Early insight

Through the early research and technical reivew with deveploers, the users can have one primary account and create muliple orders by "Group ride".
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Consider users rent bikes both on the App or E-Tickets. The operation team cover in Taiwan, Europe and Mexico.

Not only the E-Ticket can rent multiple bikes at the same time, but also the app can be used to rent multiple bikes, so that it can be compatible with various operating scenarios.

Why are these problems worth solving?

According to product competition, public awareness and standards of sharing biks.
User experience will be better, improved brand likable, and business value, the more opportunities to acquire for other counties and cities

Refine problems

Users want to bind multiple E-Tickets and rent multiple bikes at the same time. Users want to bind a credit card to the app and rent multiple bikes at the same time. Users can add E-Tickets to the official website, and also add insurance cover for each riding.

Problem statement

One user account can rent multiple bikes for family members and friends through the app or E-Tickets.

Ideation

When PM and I determined the direction. Ensure that UI design specifications are consistent with the system and the development process can be implemented. The early discussions and subtractions made this feature more focused on how to make it easy for users to rent and return bikes when multiple orders are created at the same time.

Solution 1: Combine the concepts of app group ride and E-ticket guest orders to allow users to rent multiple bikes at the same time.

Solution 2: Primary orders, guest orders, as long as the order can be created and covered by insurance.

Prototype test & spec define

We did interview tests with external and internal users through UI prototype. Also before implementing, discuss flows and interaction details through technical review feedback

Design outcome

Beyond research & design

After Group ride is launched, through the order data and user data to observe how to increase the order amounts. And through the monitor to collect user behavior data to observe how users use the features on the App.

Impacts

One plus pros is we got increased brand positive feedback through social media data, post like amount x11, and the order data increased x9. Even on weekend and holiday orders increase x4.

Order Monthly

1.5%

Weekend Order

3%

Post Like

110%

Reflection & Takeaway

At the start, the "Group ride" feature was identified as a crucial area for improving user experience. This was not only based on competitor analysis but also because its absence limited our product's functionality.After two years, with relatively sufficient technical resources, the feature was finally developed and successfully implemented. It not only benefits users but also adds value to the business. Despite various challenges along the way, the operations team and product team collaborated closely to bring the feature to life. This experience taught me that successfully launching a feature involves navigating numerous factors—some supportive, others obstructive—each carrying unique significance for me.

Other works

How to create a Sign-up flow to help users into customers?

Subscribe bikes

Beatrice Sung