Case study: Green way to commute around the city.
As everyone knows, we have so many ways to move around the cities. But are all of them eco-friendly? Are they cheap? Are they accessible? We had so many questions at the beginning of the case. But hopefully, we got a clear plan on how to fulfill the solution.
Empathizing
To obtain more answers, first of all, we decided to perform the User research using Qualitative and Quantitative Methods, such as a Survey and Interview. We sent surveys on Slack and to our friends on social media to get more information about possible target users and the problems people have nowadays using transport. After some hours, we had 21 answers which offered us valuable information.
Having this, we organized the answers in the affinity map, sorting them according to the topics they belong to.
That helped us to understand better the target users and the problems people have when commuting.
I’d like to have some compensation
It’s too expensive
I would use a bike but I have family and need something bigger
These are only some of the answers. And most of them said that the pain point was money and the size of the transport when you have a family. Also, we had such answers as security on the road because of the traffic. So, we had some ideas such as sharing your location online, for example, we can see on WhatsApp... But the biggest problem was about the money because people want to save them.
Before ideating, we moved to Empathy Map and Persona Profile. And only after that could we define that our User would be a 25–30 years old woman, a commuter, who cares about nature and is looking to save money.
Defining
After all, the statement we developed sounded like:
How might we make user’s experiences better by improving the pricing system.?
We thought, also, that it would be great to show that on the Journey map.
So, having all that, we stopped having a Loyalty Program as a motivation for people to use green transport.
Ideating
We began ideating the solution for the app, and it wasn’t easy, cause we are not used to designing apps. We simply enter an App and navigate. But we never think about the buttons. So, we also wanted to make it clear for the user to avoid problems when booking a trip.
We did mindmapping to get sure we got all the important information from the surveys and have it more organized, and also, get more ideas for the final solution. As we can see, the biggest problem was money.
So, we moved to Prototype.
Prototyping
First, we used paper and pen to organize some ideas on how might the app look. And after that, we moved it all to Figma to perform the High-fi solution despite the task, that said “low-fi”. We were pretty motivated by the task. And that is what we got:
We used green colours according to the meaning of the project. And also, we wanted to make it as simple as possible for the user flow.
On the map of the App, you can choose between bikes, scooters or simply walking. The map will show you the way and the available transport. After that, you would be able to choose between paying now or booking in case you want to postpone your trip. We considered it would be great to have the price visible before the trip, which usually you can not see when taking a bike. After all, to motivate more our users, we would include some file which says about the CO2 he saved. And, in the end, in the menu, you could see the field about the loyalty program, where you could choose your accumulated points to pay for your trip.
Learnings
I know we overdid the task, and most of all we didn’t focus only on one problem and solution. But I hope, some apps could offer loyalty programs to gain more users and this way to improve the environment. Also, for the next time, we need to pay more attention to the “proves” we have after surveys and highlight the most important information in order to make it more visible for people.
