About EcoMotive
A transformative application that seamlessly merges two ride-hailing and micro-mobility platforms. Featuring an array of eco-conscious options – Bikes, E-bikes, Scooters, and Full Electric Cars – EcoMotive’s mission is twofold
Problem Statement
Amid London’s bustling rhythm, Air Pollution and Congestion cast a shadow on progress, while the yearning for Sustainable Mobility Options remains unmet. In this urban saga, EcoMotive rises to illuminate paths, addressing Limited Public Awareness and Education and guiding Behavior Change and Incentives, while weaving the intricate dance of Integration and Seamless Mobility.
EcoMotive's Purpose-Driven Solutions
- Tackle Air Pollution and Congestion
- Bridge the Gap in Sustainable Mobility
- Raise Public Awareness and Educate
Business research
Value Proposition
- Incentivize Eco-Friendly Choices
- The lowest carbon production field
- Enhance Pleasurable and Sustainable Trip
- Our commitment for a Greener Tomorrow
Step 1: Calculating Burned Co2 emission of each vehicle gr/km
Step 2: Calculating Saved Co2 emission of each vehicle gr/km
Step 3: Public Rate Co2 including charging & Recycling gr/km
Step 4: SCC (Social cost fo carbon £/kg)
Step 5: The UK government requires all users to possess a valid driving license when utilizing scooters through a micromobility app.
User research
1: Survey
The most important survey responds
Demographic info
In the process of asking these questions, I and our team established our target user group, which comprised 21 participants
Additionally, by paying close attention to their responses, we uncovered that 8 individuals among them displayed a strong environmentally friendly orientation and a genuine concern for the well-being of the planet.
On the other hand, Taking a different approach, I asked 45 participants who weren’t our users the question below
The aim was to understand their challenges in embracing these alternatives. The responses we’ve gathered and displayed on the chart now provide us with valuable insights into their viewpoints.
2: Interview
The interviews took place with a total of 16 participants. In alignment with the principles of human-centred design, I asked them some important questions like:
What factors do they consider when choosing a mode of transportation for a trip?
What challenges and difficulties did they face with similar apps?
To what extent did awareness of green transportation influence your choice?
How does an application make you more motivated to work with?
Notable quotes from these discussions included:
3: Affinity Diagram
Mapping User-Centric Insights and Enhancing UX through these categories and sub categories.
1.Landing Page: Impressions and feedback on the landing page.
- Gamification
- Cost
- Education
- Simplicity
- Carbon Footprint
- Booking
- Cancellation
- Battery
- Routes
- Station
- Time
- Distance
- Review
2.Landing Page: Impressions and feedback on the landing page.
- Points
- Cost
- Education
- Simplicity
- Carbon Footprint
- Offers (Rewards)
3.Profile: User perspectives on their profile management.
- Cancellation
- Booking
4.Payment Process: How users perceive and experience the payment flow.
Competitive analysis
In our competitive analysis of 12 transportation app businesses, we comprehensively assessed various key aspects to extract essential features:
We identified a core set of features that are consistently prevalent among the analyzed 12 businesses:
- Gift & promotion
- Price
- Battery
- Reservation
- Parking zone
- How to unlock
- Ride history
- Ride duration
- Customer support
- Vehicle Number
- Map
Additionally, we’ve identified a subset of less commonly used features among these businesses:
- Carbon emission
- Gamification
- Cancelation
- Pause
- Safety/share trip
- Two way rating
- Free stations
- Group ride
- Find nearest
In the process of developing ecomotive, we created a detailed persona named Jack Peterson. This persona is a representative user synthesized from user discussions and interviews, providing valuable insights into the needs and preferences of our target audience. Jack’s characteristics, needs, goals, and personality traits have been distilled to guide our user-centered design decisions
Scenario
Meet Jack, a city dweller who lives in a bustling urban environment. He’s always looking for efficient and eco-friendly ways to navigate the city. Jack starts his day by opening his favourite micro-mobility app, “ecomotive” on his smartphone
User flow
Information Architecture
Card Sorting
In our Card Sorting we discovered some main categories:
1: Help
2: Account
3: Wallet
4: Point
Site Map
Our Ecomotive app’s site map is the result of thorough analysis and strategic choices. We based our categories, including Wallet, Account, Help, and Point, on card sorting to align with user preferences.
A significant change was renaming “Point” to “ecopoint,” influenced by a brainstorming session tied to our business mission.
The “Map” category’s inclusion originates from detailed competitive analysis, enhancing our app’s feature diversity.
Derived from our value proposition of “Seamless Integration,” Ride and Rent categories are rooted in robust business research, ensuring smooth incorporation of various vehicle services.
In essence, our site map exemplifies user-centred design, functional enrichment, and a purpose-driven approach that defines the Ecomotive app.
Initial Sketches
During our brainstorming sessions, our primary focus was on confronting challenges and meeting user demands
- We initially incorporated a central category called the ‘Trip Planner‘ into the landing page design, with the core objective of empowering users to plan their journeys effectively while incorporating environmentally sustainable transportation options
Yet, this feature faced setbacks due to the following factors:
- The need for a more intelligent and efficient approach to reduce carbon emissions
- An economically unfavourable pricing structure
- Excessive time consumption associated with trip planning using this method
Secondary Sketches
Landing page sketches created collectively by our team and I. Our intention was to:
- exhibit four different transportation modes and facilitate seamless switching between them.
- designate a section for presenting gamification features.
- Incorporate a map to showcase our vehicles.
Wireframes
Mood board
Our Mood board for ecomotive draws inspiration from various sources, including:
- Louis Vuitton
- Floral elements like Egyptian lotus
- The symbolic representation of Frogs (inspired by ‘The Thin Green Line’)
- Breathtaking sky vistas
- Scenic nature captures
- Finally, various other visuals that guided our selection of Gamification colours
UI Kit
Our Mood board for ecomotive draws inspiration from various sources, including:
- Louis Vuitton
- Floral elements like Egyptian lotus
- The symbolic representation of Frogs (inspired by ‘The Thin Green Line’)
- Breathtaking sky vistas
- Scenic nature captures
- Finally, various other visuals that guided our selection of Gamification colours
Accessibility
For accessibility assessment:
We utilized the Contrast Checker tool to evaluate the accessibility of our services according to WCAG guidelines, considering Normal Text, Large Text, Graphical objects and user interface components
Furthermore, we employed a colour blindness check to gauge the impact of colour vision deficiencies on severity levels
Challenge & Solution
For accessibility assessment:
We utilized the Contrast Checker tool to evaluate the accessibility of our services according to WCAG guidelines, considering Normal Text, Large Text, Graphical objects and user interface components
Furthermore, we employed a colour blindness check to gauge the impact of colour vision deficiencies on severity levels
Stage 1
Stage 2
Stage 3
Stage 4
Stage 5
Stage 6
Stage 7
Journey Map
The ecomotive journey map serves as a strategic blueprint, offering an intricate view of user interactions, pain points, and positive moments. This visual narrative empowers us to make informed design decisions, continually improve user satisfaction, and optimize the app’s overall usability, resulting in a more seamless and enjoyable experience for our users
Usability test & Iteration Process
Phase 1
For the landing page, my team and I conducted extensive testing on various designs, ultimately leading to the development of the final design. Our objectives for the landing page were as follows:
- Emphasizing the map as the primary tool for selecting vehicles
- Enhancing user convenience by allowing seamless switching between vehicles on the map and through segment control
- Ensuring cohesion in the design by integrating different vehicle options cohesively
- Promoting user understanding through the incorporation of engaging elements and icons, resulting in an attractive and user-friendly interface
Phase 2
The central issue users encountered was the challenge of simultaneously choosing a group ride and selecting individual vehicles within the group ride option. For instance:
- We introduced a separate ‘group ride’ button to provide clear information to users
- In the first version, there is a scooter icon that requires uploading a driving license certificate in the UK to ride it. Due to security concerns regarding personal data, this scooter icon was removed from ecomotive vehicles in group ride options
- In the second and third versions, after selecting the group ride, you can easily switch between them in the segment control to view and select the vehicles
- In the final version, you can choose a group ride in two ways: either by tapping the ‘group ride’ button or by adding a second vehicle after scanning your first one.
Phase 3
During the usability testing and iterative phase:A significant intricate hurdle we encountered involved integrating gamification components into the landing pageOur objectives were:
- to ensure users comprehend the functioning of this element
- to facilitate smooth user interaction through exceptional and instinctive design, coupled with a well-crafted user interface
- Additionally, we aimed to avoid creating a game-like symbol, as our intention was to strategically employ gamification principles in the app to foster deep user engagement
Phase 4
Throughout usability testing and iteration, the primary challenge centred on enabling easy access to comprehensive vehicle information during vehicle selection. This led to the introduction of a Card design, effectively presenting all pertinent details about vehicles and stations:When interacting with the map, station names and distances become visibleDetails such as saved carbon emissions, battery status, pricing, available points, a ring icon, vehicle numbers, and book/scan options are readily availableIn summary, a concise compilation forms, incorporating total saved carbon, pricing, available points, distance, time, and station names, providing users with a clear and comprehensive overview
What I have learned?
- From the ecomotive project, I’ve learned the value of user-centric design, iterative improvement, and accessibility
- Business alignment, gamification strategy, and consistent UI design are key. Purpose-driven design can drive both impact and profitability
- Gain extensive experience working in Scrum teams, where I have learned to collaborate seamlessly within cross-functional teams, embracing diverse roles and responsibilities across projects.
Next step
- Improving accessibility, such as addressing hearing disabilities
- Working on other aspects of the app, including the ‘ride’ flow
- Finalizing our launch plan, which includes marketing and user acquisition strategies