Redesign of Tembici’s onboarding flow to streamline the user journey, reduce churn, and increase retention, improving overall user experience and engagement.
2023
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Tembici is one of the leaders in the urban mobility sector in Brazil, specializing in bike and electric scooter sharing. With a growing presence in several cities, the company offers sustainable solutions for urban transportation, aiming to improve the quality of life in major metropolitan areas. Tembici stands out through its partnerships with prominent brands like Itaú and the implementation of innovative technologies in its services, delivering users a fast and convenient experience.
As the service expanded and competition increased, Tembici underwent a rebranding process to distance itself from Itaú’s corporate image and establish its own identity. The goal was to reinforce its commitment to sustainability, innovation, and accessibility while fostering a stronger bond with its users and the general public. This project aimed to enhance the user experience across physical and digital platforms and to create a clear, independent brand identity.
The initial Tembici project faced two main challenges. First, 40% of users were unable to unlock a bike at the stations, leading to the abandonment of the hiring process. The second issue was related to the brand’s rebranding process, which needed to dissociate itself from the image of Itaú, its largest shareholder, and develop its own identity to communicate more effectively with its users.
The Tembici project faced challenges related to the complexity of the onboarding flow and the lack of clarity in plan comparisons, resulting in a confusing user experience that hindered conversions. The navigation and plan selection process were overly detailed, leading to high abandonment rates.
By optimizing the flow and introducing more intuitive navigation, we reduced the churn rate from 42% to 13%, achieving a 69% improvement in user retention. These enhancements provided a simpler, more efficient journey aligned with Tembici’s vision of innovation and sustainability, delivering a smoother and more engaging experience for its users.
An analysis of previous research on user experiences was conducted, providing a wealth of material that mapped various identified pain points. The desk research offered valuable insights into the most common friction points in the user journey.
A benchmarking study was conducted with eight companies in the urban mobility sector, focusing on similar bike and scooter rental services. The goal was to identify market best practices, particularly regarding plan clarity, system usability, and effectiveness in user communication.
Interviews were conducted with two key teams involved in the service structure. The first group consisted of operators responsible for assisting users at bike stations. The second group was the phone support team. The objective of these interviews was to understand the main issues reported by users and how the team addressed these problems, providing crucial insights to enhance the user experience.
After the interviews, it was possible to obtain a better understanding of the challenges the client was facing.
Considering all the mapped difficulties and the research results, four key pillars for the evolution of the experience and their directions were identified.
To develop the experience approach, the starting point was to think about the flow according to the context in which the user finds themselves. The goal was to explain each step at the exact moment of the experience and list the steps of the flow according to the user's context.
Mapping the user journey made it possible to identify the main points of interaction and needs at each stage of the flow. This detailed visualization allowed for a deep understanding of user expectations, challenges, and goals, serving as a fundamental guide to create an optimized experience.
At the beginning of the journey, the user's location is identified, making it possible to present a specific flow if they are near a station, thus saving time on selecting the station they want to rent the bike from.
When scanning the bike, the system identifies the equipment and suggests the basic plan for the user to get familiar with the service and start their journey as quickly as possible, without worrying about the details of each plan.
Throughout the journey, the user is informed about the duration and any additional charges that may arise if they exceed the contracted time, avoiding negative surprises at the end of the trip.
The design underwent usability testing conducted by the client, where end users provided valuable feedback to improve the experience, resulting in informed adjustments and a more efficient interface aligned with expectations. Below are the key test results and improvements implemented to enhance the experience.
Problem
Users faced difficulties finding the login option and also felt the lack of important information before starting, such as not needing to be an Itaú customer or the possibility of returning the bike to another station.
Solution
A more traditional onboarding solution was implemented, using content navigation by pages to make the experience clearer and informative.
Problem
Users reported the need for a way to compare plans and make their own decision on which plan to choose.
Solution
To address this issue, plan cards were presented in a comparable format, allowing users to analyze the information and make a more informed decision on which plan to choose.
The design was created to meet the needs of the main brand, Tembici, as well as the primary partner brand, Banco Itaú.
The key takeaway from this project was understanding the importance of valuing each unique insight provided by users. This understanding was essential for optimizing the experience and ensuring the changes were truly effective. By balancing user priorities and needs, I was able to focus on the primary journey, avoiding excessive complexity in the flow.
The project was designed with simplicity in mind, resulting in a more intuitive and efficient journey. Improvements such as simplifying onboarding and enhancing plan communication led to a clearer and smoother experience. Usability test feedback indicated that changes like plan comparisons and the introduction of more traditional navigation were well-received by users, reducing process abandonment and improving completion rates.
The final experience reflects Tembici’s commitment to sustainability and innovation, aligning with its new brand identity while offering users a more accessible journey, free from unexpected surprises during use. As a result, the churn rate decreased from 42% to 13%, a direct reflection of the increased clarity, fluidity, and personalization of the experience, contributing to greater user loyalty and success in rentals.
