^Background

Initially a ‘car sharing aggregator’ startup in Berlin (originally named Carjump), Free2Move has quickly grown to now having a presence in more than 150 cities worldwide, as well expanding their offering to include scooters, bikes, kick-scooters, rental and parking. Backed by The PSA Groupe, Free2Move also owns and manage a fleet of car sharing vehicles in major cities such as Paris and Washington DC.

^{Role & Responsibilities}

Although I was officially contracted as a Senior UX Designer, common in ‘startup dynamics’, I had the opportunity to switch between many roles and responsibilities.

On product side, I was involved in all aspects of the design process. Leading qualitative user research, wireframing, testing, and the production of UI design. Working collaboratively in multidisciplinary teams, I worked closely with Product Owners, Developers, QA, Marketing and business stakeholders. Managing project expectations and liassing between internal and external stakeholders was major aspect of the role. As the team grew, I also had the privilege in mentoring 2 junior designs and managing the design team.

^{Research driven approach}

Deep diving into the product, we used the ‘jobs-to-be- done’ research approach to identity key shared-mobility user ‘jobs’ and their correlating ‘pains’ and ‘gains’. We discovered the main areas affecting user’s experience the most were Costs, Journey disruptions and Journey uncertainties. This provided the framework to help the team (and stakeholders) reflect on what is the core of the product, and how where we would like to go.

Value Proposition Workshop

Sketching Workshop

Based on a combination of In house User interviews, customer survey feedback and external mobility user trends reports (from PSA), Personas were developed to stress test current and future features as well as inform the product roadmap.

Persona and scenario sketching

Vehicle details and filtering

^{Multi-provider
registration}

One of the biggest user fustrations discovered through research is that users at times felt overwhelmed by the process of signing up to multiple car sharing providers when first starting. Not only did they have to figure out which provider(s) is best suited for them, but the laborious effort of inputting the same details multiple times was frustrating and cumbersome.

^{Project description}

Enabling the possibility to create multiple accounts for mobility sharing providers with one registration.

User pain points

Creating multiple accounts is time consuming and repetitive for the user.

Users can get overwhelmed and confused by learning about mobility options and different providers.
Complexity in understanding rates, laws and how-to-use.

Restrictions

Current version does not scale internationally.
Limitations on payment methods.
Restrictions on privacy laws and regulations (GDPR).

Project planning and metrics
Free2Move committed to achieving ambitious KPIs revolving around the number of bookings and registrations throughout a 3 year period. With ambitious goals ahead, the internal product team aimed to steadily increase the registration conversions by atleast 15% each quarter. Each sprint involved the Registration feature team coming together to prioritise different ideas and hypotheses on how to improve registration usability and conversion.

Mapping user pain points

^Discovery

As the Feature’s aim was to aggregate and unify several registration flows at once, ranging from car, bike and scooter sharing, we wanted to leverage as much existing patterns as possible and not ‘re-invent the wheel.’ The process of comparing and contrasting multiple registrations flows not only provided the (disassembled) skeletal structure to the flow, but also collated the gatherings required.

Varying provider registration flows

^{Leveraging user insights}

With the previous version of the Multi-Provider Registration flow, we set up usability testing sessions to identify user pain points and frustrations. Together with liaising with the Customer Success team, as well as Data Analysts, these insights acted as guide for what to include in the coming sprints.

User testing questions

You’re interested in car and scooter sharing and would like to learn more. How would you do this?
You would like to register for DriveNow and Coup. Please perform this task.
You would like save and continuing registering later. How would you do this?
What the difference between ‘Connect’ and ‘Register’?

^{Ideation and Design}

As the Multi-Provider Registration relies heavily on technical capabilities, business requirements, law regulations, and careful consideration of expanding edge cases, the design process relied heavily on collaborative input. The feature team, consisting of backend and frontend developers, PO, QA and a UX/UI organised many workshops to iteratively sketch how the flow would function.

Registration flow workshop

Multi-Provider Registration flow

^{Entry points}

Fine-tune wording on CTAs like "Login", "Register", "Connect", "Continue registration" etc.
Create contextual entry points into MPR (e.g. from the map)

^{Reduce drop-offs}

Provider list as first screen of the MPR process.
Remove password confirmation and/or loosen security requirements. (a/b)
Add provider deals and detail pages.

^{Auto-fill user data}

Order document scans in the beginning of the flow to auto-fill data
Jumio must not block distributions when response was not received.
Do not block distributions for (bike) providers that do not need ID/DL checks.

^{Error Handling}

Users can edit personal data.
In case of failed distribution, show errors to user.
Mismatch of driver license ID entered by user and the number as identified by Jumio causes users to get stuck.

^{Learning from insights and metrics}

The Multi-Provider Registration is an ever evolving feature. Each Sprint strategically tackled specific areas of focus throughout the flow in an effort to ultimately improve conversion rates, which would then lead to happy retaining customer making the most out of our app. From the Design updates and adjustments (as mentioned above), in combination with Technological advancements, Marketing campaigns, Customer Success initiatives, the team saw conversion rates increase. At it’s peak more than 2,000 registrations were made per month.

Registrations made
Apr - Jun 2019: ↑3.622%
Jul - Sep 2019: ↑18.97%
Oct - Dec 2019: ↑45.44%
Jan - Mar 2020: ↓16.72%

^{Iterative design and changing requirements}

Towards the end of 2019 and beginning the 2020, Free2Move as a organisation, was shifting it’s focus from being an aggregator to concentrating on having it’s own car sharing fleet. This move meant that (unfortunately) the Multi-Provider Registration was no longer required. The registration flow has since then transformed into a stand-alone provider experience. In addition, a visual revamp initiative was being implemented.

Single provider registration - Rebranding

^{Screen templates}

Free2Move had varying business models throughout different cities. In Berlin, we were known for being an aggregator for sharing mobility services. In Paris and Washington DC, we were operating as an independent car sharer with our own fleet of vehicles. One of the biggest challenges was to strike a balance in app screen UI templates for different user and city groupings. This required lots of focus on UX template card designs, contextual details, and a Design UI library.

^Challenge

^Background

^{Role & Responsibilities}

^{Research driven approach}

^{Multi-provider
registration}

^{Project description}

^Discovery

^{Leveraging user insights}

^{Ideation and Design}

^{Entry points}

^{Reduce drop-offs}

^{Auto-fill user data}

^{Error Handling}

^{Learning from insights and metrics}

^{Iterative design and changing requirements}

^{Screen templates}

Selected works

Challenge

Background

Role & Responsibilities

Research driven approach

Multi-provider registration

Project description

Discovery

Leveraging user insights

Ideation and Design

Entry points

Reduce drop-offs

Auto-fill user data

Error Handling

Learning from insights and metrics

Iterative design and changing requirements

Screen templates

Selected works

^Challenge

^Background

^{Role & Responsibilities}

^{Research driven approach}

^{Multi-provider
registration}

^{Project description}

^Discovery

^{Leveraging user insights}

^{Ideation and Design}

^{Entry points}

^{Reduce drop-offs}

^{Auto-fill user data}

^{Error Handling}

^{Learning from insights and metrics}

^{Iterative design and changing requirements}

^{Screen templates}