The largest Bike Share company in Latin America, based in Brazil and operating in 4 countries, with over 21,000 bicycles. A technology leader in micro-mobility that creates solutions to inspire an urban space revolution.
Role
Year
Initially, the project encountered two major issues. The first one was that 40% of people couldn't retrieve a bike from the stations, leading them to abandon the hiring process. The second problem was related to the Tembici brand, which underwent a rebranding and was gradually seeking to disassociate its image from Itaú, its largest shareholder, in order to develop its own personality.
The project's objective consisted of achieving three main goals. Firstly, it was necessary to optimize the registration process by reducing the number of steps required for the user to start cycling. Secondly, to make information clearer and more intuitive for the user, providing it contextually based on their actions on the platform. Finally, to simplify the available plans, taking into account the billing format and the types of bicycles offered by the brand.
The research began with an in-depth examination of the research materials provided by the client, which included both quantitative and qualitative surveys on user behavior throughout the journey. The goal was to gain a more comprehensive understanding of the challenges faced by users.
After the initial research phase, interviews were conducted with two key departments involved in the service structure. The first group interviewed consisted of operators responsible for instructing users at locations where bicycles were available. The second group interviewed was the call support team. The aim of these interviews was to understand the primary issues reported by users and how the client addressed these concerns. These interviews provided valuable insights for identifying improvements and ongoing solutions implemented by these groups.
"On average, 8 out of 10 people encounter difficulties with the registration step."
Antonio
Operator
Considering all the difficulties mapped and the research findings, 4 key pillars for the evolution of the experience and their directions were identified.
The registration and hiring process is extensive, requiring the user to fill in a lot of information.
Tembici faces issues with the registration and hiring flow, experiencing many interruptions and limited pace. This is particularly problematic for those waiting at a station to start cycling.
The communication of the current plans is confusing, being one of the main complaints reported by customers.
Our goal is to present visual solutions that align with the key points we've identified in the user experience, contributing to the new app design.
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 flow steps according to the user's context.
By mapping the user journey, it was possible to identify the key interaction points and needs at each stage of the flow. This detailed visualization allowed for a deep understanding of user expectations, challenges, and goals, which served as a fundamental guide for creating an optimized experience.
With the journey defined, we began building the key screens to address the most impactful issues.
On the app's home screen, the user is prompted to choose whether they want to take their trip now or later. This allows for presenting different scenarios to new users. In the first case, the user initiates a quick bike scanning flow. In the second option, the user is invited to learn more about the service.
When scanning the bike, the system identifies the equipment and suggests the basic plan for the user to get acquainted 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, preventing negative surprises at the end of the trip.
The design underwent usability testing conducted by the client, in which end users provided valuable feedback to enhance the experience, resulting in informed adjustments and a more efficient interface aligned with expectations. Below are the key findings from the test and the improvements implemented to enhance the experience.
Users faced difficulties in 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.
A more traditional onboarding solution was implemented, using page-based content navigation to make the experience clearer and more informative.
Users reported a need for a way to compare the plans and make their own decision about which plan to choose.
To address this issue, plan cards were presented in a comparable format, allowing users to analyze the information and make a more informed decision about which plan to choose.
Throughout this project, my primary learning was understanding the importance of valuing each unique insight provided by every user, which proved to be essential in enhancing the experience. By balancing priorities and needs, I was able to keep the focus on the user's main journey, preventing the addition of new features from making the flow complex again. This understanding shaped my approach as a designer, placing an emphasis on simplicity as a virtue and prioritizing solutions that truly add value to users.
