HIGH LEVEL TIMELINE
2 Days
MAKE OF THE TEAM
Solo Freelance Project
SOFTWARE'S USED
Adobe Xd, Figma, Photoshop, Illustrator
Overview
GoBikes is a bike rental platform that aims to fill the void in the transportation sector. It allows users to choose from a variety of bikes and scooters available at affordable prices and promises to deliver quality service in most of the major cities in India. The project involved several steps, including stakeholder interviews, competitive analysis, wireframing, design review, and heuristic evaluation.
Goal
The goal of this project was to redesign the user interface of the Gobikes website to improve user experience, engagement, and conversion rates. The redesign aimed to address issues with the partial payment function, customer reviews & cancellation policy section, and improve the booking flow.
MY ROLE
UX/UI Designer
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Stakeholder Interview
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Competitive Analysis
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Visual Design
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Design Review
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Heuristic Evaluation
Design Process
Due to time constraints, instead of going with the regular 5 step design process, I used the double diamond approach and adjusted some steps to fit the project's requirements.
Research Phase
Stakeholder Interview
Starting off, I conducted a stakeholder interview with the CEO of Gobikes. This interview provided valuable insights into the company's goals, vision, target market, and challenges faced by the current website's UI design. The CEO's perspective on the current user experience and information about the company's competitors, brand values, and marketing strategy helped inform the rest of my research and establish a clear direction for the project.
The Interview revealed the following -
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The fare breakdown (Rent Amount, Refundable deposit) in the current design was confusing, leading to a high bounce rate.
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The existing booking flow was overly complex and was taking up too much screen real estate, leading to low conversion rates.
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Better UX is required to show the pre and post-discount price upfront in the booking flow.
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Needed a different version for the cancellation policy section (table or popup (like Paytm bus)).
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The review section in the current design needs to be changed.
Competitive Analysis
With the insights gathered from the interview, I conducted a competitive analysis of top-performing bike rental services. The analysis aimed to identify best practices and key features that could be incorporated into the redesign.
Using the insights gathered from the stakeholder interviews and competitive analysis, It was now time to create and prioritize specific, measurable, achievable, relevant, and time-bound (SMART) goals that align with the overall business objectives.
These were the six key areas that were addressed in this redesign project
Booking Flow
The whole booking flow from selecting a vehicle to making a payment was too complex and occupied too much screeen space.
Fare breakup
To make things more transparent and easy to understand, the fare breakup (Rent amount, Refundable deposite and other charges) was redeigned.
Partial Payment
Calculation of Full payment and partial payment needed to be shown clearly upfront while booking.
Discount calculation
The Original amount, Discounted amount and how discount is claculated needed to be shown clearly along with the fare breakup.
Reviews & Cancellation policy section
In the current design, the review section had pictures of customers along with their reviews. this was not practical.
The cancellation policy section needed to be redesigned and I had to decide how and where to show it in the booking page.
Making the design responsive.
Finally, all the designs needed to be made compatible for mobile devices too
Let's start Designing
Making Wireframes
Due to time constraints, I opted to create paper wireframes as they were the quickest way to get the job done. I created several iterations of the wireframes before moving on to the next step of creating high-fidelity designs.
Given the limited time, I decided to skip creating lo-fi prototypes and instead proceeded to design hi-fi prototypes once I was satisfied with my wireframes. This not only helped me to create detailed and polished designs quickly but also helped me to gather feedback from a senior designer.
Design Review
Because of time constraints, I made a strategic decision to do a design review with a senior designer instead of conducting a usability study. The feedback I received was incredibly helpful, as it gave me valuable insights into the design and allowed me to identify areas that needed improvement.
Following were the insights gathered from the review -
The "Rent Amount" field within the fare breakup section appears as a dropdown button, which may suggest to the user that there are other options available for selection.
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The breakup of Rent amount is looking cluttered and needs more breathing space.
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Space between each section can be increased a little.
In the Partial Payment section, change the language a little. It may be confusing for some people.
FINAL DESIGNS
Booking Flow
Fare Breakdown
Cancellation Policy
User Reviews
Heuristic Evaluation
To assess the effectiveness of the UI, I conducted a Heuristic Evaluation. This evaluation was based on a set of established usability principles, or heuristics, which were used to evaluate the site's usability and identify any potential usability issues before handing off the final designs.
Following were the findings and recommended solutions of the evaluation.
Key Takeaways
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This was my first solo freelance project. This redesign project provided a valuable learning experience. Engaging with stakeholders and meeting deadlines was both fun and exciting.
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Due to the time constraint, instead of using the conventional design process, I modified the process to fit the project's requirements. Despite this challenge, I was able to leverage my creativity and expertise to deliver a high-quality result that met the client's expectations.
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Overall, this experience taught me valuable lessons in project management, communication, and adaptability, which I can leverage in future projects.
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As a freelance designer, listening to a client's requirements is a very necessary step but at the same time, it is equally important to back up design decisions with sound research and professional instincts.