PRESENTED BY ALANA, ANNE MARIE AND MANFRED (17TH FEB 2016)

PRESENTATION OUTLINE

THE BRIEF

SOLUTION DEMO

MOVING FORWARD

DEVELOPING THE SOLUTION

BUSINESS ANALYSIS

01 02 03

05 04

06 07

USER RESEARCH

NEEDS SATISFIED

THE BRIEF

CAR NEXT DOOR

0 1

Car Next Door lets people share cars with their neighbours.

01THE PROBLEM &

CHALLENGE ———————————————

Statement of Work Artefact can be found here:

https://drive.google.com/open?id=0BxXMq-H-R961alhJRVJLc3JwMFE

———————————————

THE PROBLEM

• For every Car Owner there are 30 Car Borrowers.

• Limiting the growth of the business because there is a lack of supply

CHALLENGE

• Increase Car Owner conversion rates

• Design a cohesive on-boarding process from start to end

• Optimise the experience so it’s easier for customer to find the information they need to make informed decisions

• Help build customer confidence in the service

BUSINESS ANALYSIS

02STAKEHOLDER MEETINGS ———————————————

Prior to continuing the project, we interviewed several stakeholders to gain a better

understanding of the business and what they believe the undying concerns are.

• RAY Ex developer • MERRYN Op. & Bus. Dev. Manager • RICH Boss of Cars

Transcript Artefact can be found here: https://drive.google.com/open?id=0BxXMq-

H-R961ejFUajBQcWx0eWc https://drive.google.com/open?id=0BxXMq-

H-R961NDJLRTBRX2pvMXc

———————————————

02COMPETITOR ANALYSIS

——————————————— Comparing Car Next Door against other successful competitors will allow for the discovery of new potential features to

implement.

Artefact can be found here: https://drive.google.com/open?

id=0B8wOhMiH1hhCZFhpZ1RoYkpnckE

———————————————

02COMPARATIVE

ANALYSIS ———————————————

Looking at other existing businesses inspires possible ideas, functionality and features.

Artefact can be found here: https://drive.google.com/open?

id=0B8wOhMiH1hhCS1RDSm41Q0JSc0U

———————————————

02WEBSITE HEURISTIC

EVALUATION ———————————————

Evaluation of the existing website allows us to understand the factors that may cause drop

outs.

Artefact can be found here: https://drive.google.com/open?id=0BxXMq-

H-R961QkNMM1hyS0NyRmc

———————————————

02BUSINESS

KEY INSIGHTS

KEY INSIGHTS

• Users rarely have a sound understanding of the Car Next Door service and therefore are very dependant on the call with the sales team to answer concerns. • This is mainly due the difficulty in findings relevant

information on the webpage. • Car Next Door does not lack in features compared to other

competitors in the Peer to Peer car sharing space. The key insight here then is that the website experience needs work.

• Competitors tailor their website to all of their users (i.e. both borrowers and owners)

• Other peer to peer services appeal to their users by being transparent about their processes to develop trust and security. This was very effectively executed in services such as AirBNB.

• The current website is all about borrowing cars. • The navigation elements are not clear. It makes it difficult for users

to access information that creates trust for the website.

02BUSINESS

NEEDS

NEEDS

• A website that tailors both to Car Owners and Car Borrowers.

• A straight forward and efficient website with a cohesive experience.

• Seamless and efficient signup process.

• Pages organised in a meaningful way for their users to make easy decisions.

• Increased conversion rates for Car Owners.

USER RESEARCH

03USABILITY TESTING

OF CURRENT SIGNUP ———————————————

Tested the current website with 5 users. This allows for us to understand factors that may

cause drop outs.

Artefact can be found here: https://drive.google.com/open?id=0BxXMq-

H-R961eEotaXprQWV3UkU

———————————————

03GOOGLE ANALYTICS

——————————————— Looking at current website performance in Google analytics gave insights in to existing

drop out points.

———————————————

POSTITIVE

• Navigation and content seems well placed in the sitemap.

• Branding is consistent with the layout of the website and its video contents.

• There ere discounted ticket offerings on the day. You can even apply for $20 opera tickets for first timers.

NEGATIVE

• Language section taking up the whole top bar space.

• Cheatsheets, valentine playlists, beginner guide, discounts are hidden deep within the blog section and resource.

INSIGHTS

• General overall website is very good already.

• There could be another direction of organising the website content which would appeal to the interest of the millennial

03SURVEYS

——————————————— 62 participants were surveyed.

The survey can be found here : https://docs.google.com/forms/d/

1zbxNOCUH8xz3TeYU_QNgp4R0hAcxWB1Islmz9IbBb2g/viewform?usp=send_form

———————————————

03USER RESEARCH

KEY INSIGHTS

KEY INSIGHTS • Pieces of information that users needs to be told prior to signup are :

✦ how much money can you earn ✦ membership and insurance fees ✦ what peer-to-peer carsharing is ✦ who will be using their car

• Potential users overall are more concerned with bad things happening than the benefits of using the car service. More specifically, users rated insurance information and borrower information as more important than how much money they can earn from the service.

• The biggest positive influences are financial incentives (74.%). Secondary factors included sharing of underused resources (34.5%) and saving the environment (34.5%). • The more earnings predicted, the more willing people were to

complete the signup. • Users can definitely be motivated by other factors. It’s just they

drop out after seeing the earnings calculator. *G

• No expectations of what the process will include or how long it will take.

• Inconsistent labelings and layout causes users to doubt its authenticity and whether my details or vehicle are secured

PERSONAS

0 3

We then formulated the personas from our Business and User research.

TARGET USERS FROM RESEARCH

RICHARD SMITH

“I hate having my cars being under utilised”

CONNOR JONES

“I love the feeling of helping my community by sharing my

under utilised resources”

CELESTE LEE“I love to travel, always open to

new experiences and I need more money to facilitate this”

OWNER PERSONAS

03CUSTOMER NEEDS

CUSTOMER NEEDS

• Users want an easy, efficient and trustworthy sign up process (from awareness to usage).

• Users needed easy access to the information that can help them make decisions easier.

• The service needs to be transparent about what they can offer the users and what the service expects out of them.

• A choice between in-depth answers to questions or a simple and easy way to quickly understand information.

• Customers need to feel that the service is dependable and trustworthy.

• Users need to know that they can get their concerns address easily and efficiently.

• They need to know why they are asked for specific details from them in the sign-up form.

DEVELOPING THE SOLUTION

NEXT

LEVERAGING BOTH BUSINESS AND

CUSTOMER NEEDS…

CURRENT SITEMAP

CUSTOMER JOURNEY CURRENT

Enric

hed e

xper

ience

Poac

hed e

xper

ience

BASELINE

DISCOVERY RESEARCH CONSIDER & COMPARE APPLY WAIT USE

TOUCHPOINTS

Excited about P2P carsharing

Feeling insecure about the sign up process

Frustrated at the long form

Lost about what is next

Service rep clarifies questions. Feels relieved

Happy about the extra money

A bit iffy about who is driving their car

Word of mouth Social media

ArticlesOnline search engine CarNextDoor website CarNextDoor website

CarNextDoor website Email

Service repCarNextDoor website

Phone Car borrower

CarNextDoor website Competitor sites

Heard about P2P carsharing

from friends

Read about P2P carsharing

online

Researches more about P2P

carsharing (i.e. insurance,

fees etc)

Looks at competitors

Visits Car Next Door website

Uses the probability calculator

Signs up to Car Next Door

Starts listing car and filling out

application

Finishes Car Next Door application

Listed car is booked out

Application is approved

Service rep calls Don’t meet car borrower

Waits for application to be approved

Files for credit check

Reads about insurance and membership

fees

Reads FAQ

Takes photos

Submits application

Compares different P2P services

Annoyed about finding information

Calculator gives low estimate

Calculator gives high estimate

Confused about insurance

Confused about labelling

CUSTOMER JOURNEY MAP (CURRENT)

04FEATURE PRIORITISATION

MAPPING ———————————————

From understanding our persona needs and behaviours, a list of ideas are generated and sorted into nice to have, essential, low effort

and high effort.

Artefact can be found here: https://drive.google.com/file/d/0BxXMq-H-R961RWt5Z2hVaXlIZzQ/view?usp=sharing

———————————————

WHAT WE DID

• We mainly focused on the necessary and low effort/expense ideas. (bottom right hand corner, indicated in above image)

• We drew relevance between these features with the design studio ideas and formulated our primary solution.

FEATURE PRIORITISATION MAPPING

04CO DESIGN STUDIO

——————————————— Enabling collaborations across different

departments to brainstorm potential solutions.

All concepts developed can be found here: https://drive.google.com/open?id=0BxXMq-

H-R961bHJHQ0tuZ2VXQXc

———————————————

PROPOSED SOLUTION

—————————— From completing the methods

previously mentioned, we are now able to define the proposed solution

approach to the problem.

——————————

04THE SOLUTION

——————————————— From completing the activities previously mentioned we are now able to define the

approach to the problem scope.

———————————————

THE SOLUTION APPROACH

• We believe our solution creates a better user experience by providing an easy, efficient and trustworthy sign up process (from awareness to usage).

• The concerns of car owners and borrowers are addressed by providing them with a more prominent and logical website layout.

• This is enabled by a straight forward, efficient website, catered to both car owners and borrowers who are not familiar with peer to peer car sharing.

04WIREFRAME SKETCHES TESTING & REFINEMENT———————————————

We tested our paper prototypes and received feedback from 5 people

———————————————

SOLUTION DEMO

05SOLUTION

DEMO

THE WIREFRAME PROTOTYPE

http://d6fxpc.axshare.com

Story: Richard Smith He has an extra car at home and feels bad that it is being put to waste. He hears about Car Next Door through a friend and decides to list his car on to the service.

06ANNOTATED WIREFRAME

PROTOTYPE ———————————————

We left some comments to explain our design decisions for those who were not able to

attend.

Artefact can be found here: https://projects.invisionapp.com/share/

E361IPO8N#/screens/135328038/comments

———————————————

YOU CAN FIND THE ANNOTATED SCREEN IN THE BELOW LINK:

NEEDS ADDRESSED

06ADDRESSED NEEDS

——————————————— How our proposed solution addresses the

needs of both parties.

———————————————

CUSTOMER NEEDS

• Positive user experience from end to end on the on boarding process.

• Information is presented in a way that is catered to both in-depth and efficient readers.

• They were guided with their decision on sign up process and thinking.

• They built confidence and reassurance by easily accessing information. In addition, customer stories from real users.

• Expectations were managed through being transparent.

06ADDRESSED NEEDS

——————————————— How our proposed solution addresses the

needs of both parties.

———————————————

BUSINESS NEEDS

• The solution has a 50% split between borrower and owners. This reinforces conversion rates for car owners.

• Straight forward, efficient website, catered to both car owners and borrowers who are not familiar with understanding the peer to peer car sharing.

• We removed blockers that prevents a seamless and efficient signup process. (eg calculator location.)

• The sitemap is reorganised in a meaningful user centric manner.

PROPOSED SITEMAP

PROPOSED SITEMAP

CUSTOMER JOURNEY PROPOSED

DISCOVERY RESEARCH CONSIDER & COMPARE APPLY WAIT USE

Excited about P2P carsharing

Feeling motivated to list car up

Chooses to sign up as

a car owner

Understands what the next steps are

Happy about membership approval

Happy about the extra money

A bit iffy about who is driving their car

Word of mouth

Social media Articles

Online search engine CarNextDoor website CarNextDoor website

CarNextDoor website Email

Service rep

CarNextDoor website Phone

Car borrowerCarNextDoor website

Competitor sites

Heard about P2P carsharing

from friends

Read about P2P carsharing

online

Researches more about P2P

carsharing (i.e. insurance,

fees etc)

Looks at competitors

Visits Car Next Door website

Uses the probability calculator

Makes an account with

Car Next Door

Starts application to

be a car Owner

Finishes Car Next Door application

Car application gets approved

Service rep calls to confirm car

details and application

Lists car through

membership profile

People book out car

Receive membership

approval email

Files for credit check

Skims through infographics

about sign up process and why

join us etc

Clicks in to Owner page

Takes photos

Submits application

Compares different P2P services

Easily finds owner related information

Calculator gives low estimate

Calculator gives high estimate

Happy that information is presented in simple chunks

Feeling secure about the sign up processEasily finds in-depth

answers to specific owner questions

Looks for more in-depth answers

Waits for application to be approved

CUSTOMER JOURNEY MAP (PROPOSED)Thrilled about car application being approved

Waits for car application to be approved

A bit ambivalent about the waiting process

BASELINE

TOUCHPOINTS

Enric

hed e

xper

ience

Poac

hed e

xper

ience

MOVING FORWARD

07INTERACTIVE PROTOTYPE

USABILITY TESTING ———————————————

We recommend to test a few more people with the clickable prototype

Artefact can be found here: https://drive.google.com/open?

id=0B9FWloPs38wkSU10T1JTYlIzWnM

———————————————

METHODS

• Heuristic evaluation • Usability testing

INSIGHTS

• Suggestions include adding • Flow of the interactions with screens, users was confused. • Inability to click on through to everything. • Very impatient • The solution will be launched at the event • Empowering that engagement is a competition being run

throughout the schedule.

06RECOMMENDATIONS CONTENT STRATEGY

——————————————— Recommendations and suggestions to improve

our opportunities.

Artefact can be found here: https://drive.google.com/open?

id=0B9FWloPs38wkWnRpcS1UcDVwblU

———————————————

06RECOMMENDATIONS

VISUAL BRAND ———————————————

Recommendations and suggestions to improve our opportunities.

Artefact can be found here: https://drive.google.com/open?id=0BxXMq-

H-R961Q1NQNUlHRVBXdTA

———————————————

BUSINESS NEEDS

CUSTOMER NEEDS

06RECOMMENDATION OVERALL STRATEGY SERVICE BLUEPRINT

——————————————— Gives us a holistic view of all the touch points

of the business and how the business can interact with the customer.

https://drive.google.com/open?id=0BxXMq-H-R961Mk83YU1ycThaZVk

———————————————

The Scope of our project limited us to only look at the on boarding process.

SERVICE BLUEPRINT

MOVING FORWARD

—————————— Suggestions on the next steps we

would recommend to further develop our proposed solution.

——————————

07THE HANDOVER

——————————————— On the right is our list of Artefacts we

developed during the course of this project.

———————————————

FINAL DELIVERABLES

1. StakeHolderMeeting-Merryn 2. StakeHolderCall-Rich 3. Statement of Work 4. BusinessCanvasModel 5. CompetitorAnalysis 6. ComparatorAnalysis 7. HeuristicsEvaluationOfCurrentSignUpProcess 8. UsabilityTestingCurrentSite 9. ResearchInsights-4Areas. 10. FeaturePrioritizationMap 11. OnboardingPersonas x 3 12. SitemapCurrentWebsiteBefore & After 13. CustomerJourneyMapCurrent&Proposed 14. ContentStrategy 15. ServiceBluePrint(Holistic scope) 16. AnnotatedPrototypeScreens(Invisionlink) 17. VisualBrandingMockup

All deliverables can be accessed in the link below: [removed link]

MOVING FORWARD

—————————— Suggestions on the next steps we

would recommend to further develop our proposed solution.

——————————

07THE FUTURE CONTACTS

——————————————— For future enquires and clarification

please email us!

———————————————

Anne Marie Calpito (UX/UI) • amcalpito333@gmail.com • https://au.linkedin.com/in/anne-calpito-3418a8110

Manfred Ng (UX/Behavioural Scientist) • manfredng1804@gmail.com • https://au.linkedin.com/in/ngmanfred

Alana Cming Yick (UX) • uxmixture@gmail.com • https://au.linkedin.com/in/uxmixture

FIN

Thankyou for the opportunity to help you through user centred design. Now your thoughts and final chat.