Safe Leasing

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UX Case Study

Safe leasing är en tjänst med stort fokus kring trygghet och säkerhet för att få fler människor att våga ta steget till att börja cykla och bibehålla sina cykelvanor.

Problem

Föreställ er att ni cyklar till jobbet och parkerar cykeln vid ett cykelställ. När arbetsdagen är slut ska du åka hem med cykeln igen. Du går mot cykelstället och upptäcker att din cykel har blivit stulen. Nu måste du göra en polisanmälan och hitta alternativa vägar hem.

Slutsatsen från undersökningarna är att både icke-cyklister och cyklister tycker att säkerheten kring cykeln är ett problem. Detta kändes väldigt viktigt men även intressant att fokusera på just problemet med cykelstölder. 

Frustration - not knowing which places are dog-friendly and not.

A limited life - it is not possible to be spontaneous and everyday life must be planned.

Stress - finding a dog sitter can be difficult.

Confusion - when finding a dog-friendly place, they get different answers from different employees about dog rules.

concept

Project overview

The brief

Our brief was to explore a target group and a software they use. We would choose a target group that spends a lot of time outdoors. My team and I decided to get to know the target group of dog owners. The purpose of this brief is to understand people, software, and context. 

Dogadvisor is an app and a signboard created for dog owners. It is designed to allow users to easily find dog-friendly places where they are allowed to bring their dogs.

Teamwork

Team: 3 people

Duration: 4 weeks

Date: May -June 2021

As a team of three, we were all responsible for the first part of the double diamond process, which included research, questionnaire, observations, interviews, persona, and workshop.

Independent work

Solo: Me

Duration:  2,5 weeks

Date: June-July 2021

The brief was about understanding the first quarter of the double diamond strategy. But during my summer holiday, I decided to complete the entire design process and develop proposals for various services aimed at the target group (Develop,Deliver).

I am responsible for the entire app and signboard. The process includes wireframes, prototypes, and tests. 

Tools

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Figma

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Miro

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Excel

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Docs

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iMovie

Double diamond process

Design framework

Working with the team

To begin we had find our user pain points and determine the problem we were trying to solve for our users. The first step was to research by secondary research, observe, interview, sending out surveys, affinity mapping, text analysis and application analysis.

 

After the initial research, we aimed to define the users problems by interpreting our research and findings into a persona, HMW's and Hypothesis statements. We designed storyboards for the workshop with our target group, so that they would easily understand the concept idea, and the context.

Discover

Define

Develop

Deliver

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Iterate

Iterate

LEARN

CREATE

 
Learn

Research

Goal

 

Vi började processen med att lära känna cyklister genom:

  • Intervjuer 

  • Bodystorming = cyklade i stan för att känna på hur det är att vara cyklist i centrala Göteborg

  • Enkäter

  • Workshops

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VALIDATE

Customer journey map

 

Goal

Med hjälp av kundresan lyckades vi organisera kundinsikter, utmaningar och möjligheter. Här kan vi se målgruppens behov, beteende, förväntningar och problem under cyklistens olika faser. Vi delade upp kundresan i tre olika sekvenser; Innan, under och efter. Vi påbörjade en kundresa ur vår målgrupps perspektiv och använde oss av all data vi hade fått in. 

 

  • Innan: här har vi undersökt varför och hur dem blir cyklister. 

  • Under: ser man att man bestämt sig för att köpa en cykel och att bli cyklist.

  • Efter: ser vi nu att personen nu blivit rutinerad cyklist. 

 I det gröna fältet ser vi att personen nu blivit Vi ser att det finns en tendens till att många cyklister slutar att cykla pga cykelstölder.

Vi fastnade just för den sista delen av kundresan eftersom vi såg möjligheter till att öka säkerheten.

Keyfindings

Tendens till att många cyklister slutar att cykla pga cykelstölder

Som en rutinerad cyklist stöter man på många hinder som kan försvåra cyklandet.

Måste ständigt vara motiverad för att behålla cykelvana 

VALIDATE

Hypothesis

Baserat på vår kundresa skapade vi en hypotes:

“Vi tror att fler hade blivit cyklister om man ökade säkerheten kring cykelstölder” 

 
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"Jag slutade att cykla när min cykel blev stulen

-Jenny

VALIDATE

Surveys

 

Vi ville validera om vår hypotes stämde överens med verkligheten, så därför skickade vi ut två olika enkäter, en till cyklister och en till icke-cyklister. 

Det ni ser nu är svaret vi fick från cyklisterna och det visade sig att deras tre främsta pain points är:

  1. Dåliga cykelvägar

  2. Osäkert väder

  3. Oro för cykelstölder

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Vi ville även ta reda på vad och hur man skulle kunna motivera icke-cyklister till att börja cykla.

Det som skulle motivera dem till att börja cykla är följande: 

  1. Bättre cykelvägar

  2. Ökad motivation

  3. Ökad säkerhet

categories

HMW

Utifrån all data vi fick in, kunde vi nu bevisa att vår hypotes stämde. 

Med den insikten så skapade vi en HMW fråga:

 
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Hur får vi människor att känna sig trygga med att ha en cykel?

synthesis
 

Solution

Vi tror att en leasingtjänst med stort fokus kring trygghet och säkerhet kommer att vara lösningen på att få fler människor att våga ta steget till att börja cykla och bibehålla sina cykelvanor. Vårt mål är att avskräcka cykeltjuvar med ett avancerat låssystem med larm och ljudvarningar.

 
Concept Ideas

Workshop

 

Based on our survey and interview, it became clear to us that we wanted to focus on how dog owners should easily find dog-friendly places. My team and I presented this pain point to two classmates for whom we held the workshop. They generated ideas and came up with different concept ideas.

 

An app and a sign were two suggestions that we chose as our final concept ideas. This was a warm-up before our real digital workshop that we had with two dog owners from the target group.

Hmw

How might we?

 

Goal

We created a set of HMW questions to give ourselves a clear direction on what we need to focus on and what needs to be implemented. 

Problem areas that were discussed during the workshop

Dog owners have a hard time finding dog-friendly places.

​ Dog owners get different answers from different employees when they ask about the place's dog rules.

The place's dog rules are usually out of date in apps.

HMW Question 1

How might we help people quickly find dog-friendly places?

HMW Question 2

How might we help users get the same dog rules?

How might we ensure that the user knows the dog rules have been updated?

HMW Question 3

Hypotheses

Hypothesis statement 1

By providing a search/map/advanced filter-function

We hope to achieve that users will discover dog-friendly places fast

Because it is an easy and quick way, and increases the chances of users returning to the app due to its ease of use

Hypothesis statement 2

By providing a consistent checklist of updated dog rules

We hope to make users feel safe and satisfied

Because it is reliable and clear

 
 

Ideation

Solution

An app - enables users to quickly and easily find dog-friendly places.

A signboard that shows that the place is dog-friendly. 

 
Ideation

Storyboard

Goal

We designed storyboards for the workshop with our target group to make it easy to understand the concept idea and the context.

Application

  1. David's friends ask if he wants to go for a coffee. He would love to, but he does not have a dog sitter.

  2. As he needs to bring his dog with him, He takes the help of the app to search for dog-friendly cafes in the local area.

  3. David gets various suggestions for dog-friendly cafes.

  4. He decides on café Coffee and tells his friends where it is.

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1

2

3

4

5

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1

2

3

4

Signboard

  1. Katie goes to town and spontaneously gets the urge to have coffee. She sees a café but does not know if she can bring the dog inside.

  2. As she approaches the café, she sees a familiar sign with a QR code.

  3. She enters the app on her mobile. Scans the QR code, and receives information about dog rules instead of asking the staff.

  4. Katie reads that the café is dog-friendly and decides to have coffee.

Low-fidelity sketches

Wireframe sketches

 

With the storyboard complete, I quickly sketched out a variety of ideas for each screen in the flow using the Crazy 8s method.

 

This rapid way of divergent ideation is helpful to experiment with different solutions before any ideas are taken too far down the line of development.

 

I then dot voted the best screens to choose which would be used to move forward in the design.

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Application

Map

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Search

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Map

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Filter

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Search/list

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Explore

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Explore

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Favorites

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QR reader

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Rate

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Signboard

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Does it work?

User test

 

Application

I collected my best ideas and created a low fidelity prototype using Figma to immediately test the structure and flow of the app with users. This is a quick and inexpensive way to proof and revise the design before investing significant time and resources into more robust digital assets. I also tested my mid & high-fidelity prototypes. 

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I used the prototype to conduct a test with 4 users. Participants were able to use the app with ease and applauded its design; but pain points were also revealed:

Icons

Some of the icons on the map were difficult to understand. Therefore, I added a small information box in the upper left corner.

Opening times

When you click on a location tag, you get information about the place. Here they immediately wanted to see if the place was open or not.

Choice of words

Some word choices were worded incorrectly

Before

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After

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Signboard

I also tested the sign with my participants to see if they understood the icon and the purpose of the sign. Everyone understood the purpose, but they got a bit confused by the dog icon; it is easily associated with the icon where there is a dog ban. Therefore, I chose to change the dog icon to a dog paw.

Before

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After

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Build

 

Log in & Explore

Quick and easy registration/login.

Username and password can be saved until next time.

There is an opportunity to log in via Facebook, Google or as a guest.

Discover dog-friendly places nearby or new recommended places.

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Search

Search for dog friendly places by voice search or with autocomplete.

Two different display overview; map or list.

Your latest searches are saved.

Filter & Sort by

Filter categories, member ratings, necessary things for the dog etc. dog bowls, number of dogs per person, adapt for large or small dogs and filter the places total dog admission. 

Sort by distance, best nearby, recommended and names.

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About the place

Read about the place, dog rules, reviews, and rate.

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Favorites

Save your favorite places.

Drag & drop the categories in preferred order.

Delete all favorites at once or one at a time.

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QR-Scanner & Signboard

Look out for a Dogadvisor signboard and scan the QR code for more information about the place and the dog rules.

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More. . .

Create or edit your profile.

View and edit your reviews.

Set personal settings.

For help, reach support.

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04:23 min

Product demo

 
Ui

Style guide

 
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What is next?

Conclusions

 

3.I have learned that workshops are extremely rewarding, creative, and fun.

Future

Learnings

In the future, I want to prove or disprove my hypotheses by using the SUS method, to see if I have succeeded in creating a user experience that would have made dog owners' everyday lives easier.

1.I learned that solid research pays off. It felt safe to know that there was a lot of data to look back on throughout the process. Thanks to the research, I was able to be reminded of the users' pain points and needs.

2.It emerged during the test that the respondents associated the dog icon on the signboard with a dog ban. I'm glad I learned this lesson and understood the importance of choosing the right icons.

Thanks for the visit...and the scrolling!

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