CLIENT

Jetson

MY ROLE

UX Research

UX Design

UI Design

EXPERIENCE DESIGN FOCUS

On-boarding: user sign up, sign-in for iOS-X (XR)

SUMMARY

Created MVP prototype

for a driverless taxi
Mobile App.

Fictional Case Study / Capstone Project

RATIONALE

The future of AI technology ⏤ Jetson aims to revolutionize the
AI-autonomous-taxi sector with fully-automated vehicle fleets.
  The next-generation city grid system has been tested in global cities and these autonomous cars will help solve essential and far-reaching global concerns. Self-driving vehicles could:

​​​

  • Help mobilize individuals who are unable to drive themselves, like the elderly and disabled. 

  • Hypothetically, reduce the number of fatal collisions.

  • Helping solve environmental issues regarding emissions control.

  • Help give more control to consumers for quick and more efficient means of travel.  

My main focus will be to understand expectations of the users needs, wants and desires, and maximize these to meet business requirements and create a MVP.

Key constraint: Mobile First iOS-XR. Users must feel most comfortable with interactions based on this iOS platform as well as AI technology.

Challenges

During this three week capstone-studio project, my goal was to explore key areas of HCI design and use technology to uncover solutions. I aimed at designing a viable, desirable and useful product that is relevant and engaging, while striving to find areas of improvement in the process. 

Project objectives

1

Understand target users-who are we design for and how can we meet their needs? Fast & easy to use.

2

Research and vet project assumptions: design for simplification and impact

3

Design focus around core
user needs & solve pain point problems: design for on-boarding. getting a ride and payment

4

Boost KPI with dedicated users consistent use of App, and socially- directed marketing 

5

Design custom, media-link features for ride enabled through user profile: Contextual Aware.

The project required the development of low-tech mock-ups aimed at discussions; furthering the project's hypothesis and guiding principles. After establishing an initial framework, I narrowed down the most relevant feedback and identified the problem space, while addressing consumer confidence for business-driven features. 

Project process
Primary Research / Market Audit
User Testing
Proto-Personas / Empathize
Tree tests - Sorts
Context Scenario & Flows
Information Architecture
UI Design
Prototypes
Discovery, research & empathize
Market Audit
Zoomcar
Lyft
 
Uber
Bird
 
Oroeco
JouleBug
To address challenges of implementing business-driven features into the Jetson app, I started with audits of the most impactful competitors.  I gathered insights about their strengths, strategies and opportunities. My research lead to insights covering: user-centered design, functionality, interactivity, heuristics and aesthetics.
INSIGHTS
From my findings, I identified features with common patterns.  These companies use a brand story to leverage their product marketing, each UI has clear uses of CTAs and they use vibrant visuals to engage users in this story.
 
Also, these products use fluid interactions and clear conventions focused at making the experience easier for customers retain information and make key-task decisions quicker. I was able to determine practical user-centered features where I could innovate and design for future product goals.
In order to decide who the user was and match these to business needs, I gave myself 10-minute ideation session(s) to uncover creative concepts for feature innovations and functions. Exploring each concept, I decided to place focus for on-boarding process and how I could innovate for the user needs.
- Points rewards and tracking for environmental impact: adding opportunity for gamification in UX design.  
- Ease of on-boarding: sign-in and registration.
- Speech recognition, AI - profile knowledge & user habits
- Custom select a vehicle to arrive for your ride
- Contextual Awareness for Users settings

LOW-FI PROTOTYPE FOR INITIAL USER TESTS

To better understand how users think and interact with the app, I created rough, hand-drawn, paper wireframes & low-fi. prototypes; I used a WoZ template and later I scanned these into a mobile device for tested simulations. I recruited and 'shadowed' friends for these lean tests which helped lay down benchmarks for user-centric design process, and the observational insights helped uncover raw data later aggregated into: experience map, proto-personas, context scenarios, customer journey-flow, and concepts for App navigation.

EXPERIENCE MAP, RESEARCH & INSIGHTS

Core user needs
I gathered the following insights from my formative research that helped influence the structure of the product. 
It better be worth it and safe.
People want to feel secure and confident knowing they can get to their destination safely, and will take extra time in their planning to do research.
Most users want reliable services and don't want the hassle of any unforeseen over-payments or getting misdirected along their ride. 
Doing what is right for me
People want to know their decisions will make a positive impact on the environment and the part they play in these decisions are key to how they feel about the brand.
 
RedRoute.jpg
Hypothesis

CUSTOMER JOURNEY / FLOW

From the test research, I uncovered key pain points. These helped identify key actions and tasks within the app and which screens I would focus on first; starting with user on-boarding.

CONTEXT-KEY PATH SCENARIO & STORYBOARD

The storyboard helped me identify key moments in the experience for users to quickly find a ride.  The storyboard also established a shared vision based on Stakeholder hypothesis, as well as revealed issues and key screen to address early in the product development. 

PROTO PERSONAS

Based on the storyboard, I identified 3 main participants to forward the experience development for designs & prototypes.

I used proto-personas to help me stay anchored on the target audience and avoid unexpected inconsistencies placed over the actual user needs.

From the provisional personas, I identified key needs, as well as
emotional states during important stages of their journey. 

As a result of user inspection, I believe that users will find a straight-forward on-boarding process will ease any pain points while Signing-in and registration. By building thoughtful, clear and tested features for the target groups, I will be able to produce positive on-boarding experiences and useful learning outcomes. This milestone will be achieved when testing feedback confirms the ease of interactions, as well as, measured user satisfaction from action-feedback loops and accepted criteria. The goal will be to minimize project stress from unplanned and overload of  'feature creep'.
ANTI-PRINCIPLE
Broken edge-case scenarios, unidentified routes and poorly planned  zero-states; areas where users are left with few options to proceed or overwhelmed with understanding what to do next. Quantitatively, I will be able to inspect and measure users task-flow accuracies during usability testing of the MVP prototypes and A/B tests.
Style-tile for branding
Ideation, solutions & low-fi prototyping

SKETCHES - MOBILE APP

On-Boarding Low-Fidelity Prototype:

Rapid Iterations in: Sketch, Figma, InVision

Design outcomes
First, to understand whether the on-boarding had fluid-flow feedback, and if it was easy to complete or not, I created additional hand-drawn sketches with pen & paper. These gave me an overview of how my design process could persuade behavior and guide the users.  To test these flow concepts, I created wireframes, rapid iterations and clickable prototypes to examine and test these hypothesis; how I could successfully implement triggers and motivate user actions. 
I tested the prototypes to make sure the user flow is easy to follow. 
In my process, I combined logic and intuition to make effective design
and user-centric decisions. 

iOS XR
Low-Fi Prototype showing interactivity
using Adobe XD

Takeaways & next steps

Throughout this challenging and rewarding experience, I learned that by understand of user needs and thinking, the
user-centric context was essential in the prototype production and iterations. Testing helped me get true-color feedback for more informed design decisions and improvements throughout the process.

 

I used several rapid-prototypes to address my initial questions, hypothesis, as well as, my process to meet project requirements. I realized the importance of careful research, planning and user context during interactive engagement.

  • I was able to see how participants were confused when the context was overwhelming and unclear or when I didn't have sufficient testing criteria.

  • Uncover who you are designing for early and implement in every stage, and with each department in this process. 

My plan for the future develop is to address a user-reward- featured system and a digital media-sync interactivity for users during their journey. I also plan to design polished illustrated 
Motion-graphics for the on-boarding UI screens.

 

When I made sure that on-boarding flow was easy to follow and the concept makes sense to the target user, I was more equipped to design a prototype in response to the features and context challenges. Drawing on the user needs, thoughts and behaviors, my ideation phases became more developed and I was able to iterate my ideas with more clarity and confidence.