NYC Citi Bike, San Francisco Ford GoBike, Minnesota Nice Ride
Role: UX, Interaction Design
Date: 2017 - 2018
DOCKLESS SMART BIKE
Design Motivate’s first dockless bike experience to launch in North San Jose under the Ford GoBike brand.
USER JOURNEY MAPS
I diagrammed an ideal journey for a dockless bike user from finding a bike through the app to riding to unlocking. This was then used to help the team understand when the bike needed to communicate with the server, as well as identify potential error states.
UX USER TESTING
HANDLE BAR UX
After sketching multiple flow charts, I concluded the registration experience could be organized through 4 flows.
After testing with a few users, Flow 1 -Light Front was the easiest to complete. I broke the flow into 3 “chapters” - About You, Agreements and Payment adding a progress bar to alleviate anxiety and mitigate users dropping off. There are more pages than the original, but less content means the user can stay focused on the task at hand.The bike key option was pushed to the end as separate flow to simplify the experience.
Two months after launch, we saw an 8.5% increase in conversion for annual membership registration. The design system is built off of a white label web platform, which maintains consistency as well as reducing time and effort to launch in other cities. The new registration is currently being developed to rollout on other system’s websites such as DC Capital Bikeshare, San Francisco Ford GoBike as well as Minnesota Nice Ride.