Project｜Rybit - VanMoof Sign up

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Launch in the US 🇺🇸, UK 🇬🇧 and Spain 🇪🇸

Role

UI/UX designer

Team

‍Product Manager
Engineers FE, BE
US Operation team

Period

2024.2-2024.3

Background

Beginning of the year, Rybit acquired the U.S. business of VanMoof. In order to take over thousands of VanMoof users, in addition to those retail users, the rental users how to join to Rybit's system? It's not possible to download extra mobile App for users, therefore needs to build a website to create account is must to happen.

Challenge

Collaboration with new team from mergers and acquisitions, the process to find business, customers, and riders

Research

Collaborate with stakeholders - marketing colleagues and PM to define the necessary process for customer journey by referring competitive website

Divergence and convergence

Assumption 1.
Is it possible to do this process through the existing customer app?

According to the user journey, downloading the mobile APP might bring friction to users. Try to get the customer conversion orders by submitting a form.

Assumption 2.
Don't users want to provide information?

Because Rybit has signed contracts with companies, users have to validate personal information then create accounts and get discounts. It's highly possibility the users interested in VanMoof bike once they entering sign up flow.

Assumption 3.
Don't users need to submit an appointment time?

Considering offline labor costs and monthly data statistics, appointment time is a necessary information.

Early insight

Based on the Rybit system structure, providing consistent personal information for rental riders and a simple sign up process can make the works done

Why are these problems worth solving?

Users of VanMoof bikes need to have channels to create account online to reduce the workload of on-site store staffs. Once we get the user's email, it means we can do customer contact.

Refine problems

Membership registration process, obtaining user information and reservation information

Problem statement

Users who are interested in VanMoof bikes can create account through the sign up flow and reservation to pick up the bike at the store smoothly.

Ideation

Solution 1: Simple sign up process
Solution 2: Make an appointment and pick up the bike at the store
Solution 3.: Employees of different companies can get this reimbursed through the validation

Design outcome

Beyond research & design

Continuously track users behavior from entering the page to submitting registeration by GTM

Impacts

Brings the revene orders per month

Reflection & Takeaway

At first, when I got the task, I knew effienction is the most improtant thing for this case. It might be the biggest change in recent years. I didn’t have much time to do complex interactions, so I focused on the simplest needs. This function was successfully launched. When the company brought in the order, although it was too late to conduct too many user interviews at the beginning, it could only come up with the best solution based on the understanding of the stakeholders in the professional field and the practices of competing products, as well as considering the system architecture and comprehensive conditions. We will continue to track the results in the future.

Other works

How to make a positive impact on orders and brand by renting bikes with family or friends?

Group ride

Beatrice S.

Beatrice Sung

Other works