Cycle renting app — UX case study
This is a conceptual project.
For people who commute by public transport, what does your usual travel look like?
You take an auto or cab to reach the railway station, metro station or bus stop. Then you make the journey to reach your final destination. And finally, end up waiting for another auto or cab to take you to your final destination.
Facing rejection from auto wallas has become our daily habit
And after you finally reach your desired location, you end up arguing with the driver over the cost, or not having the right amount of change.
And if you don’t want to deal with them, you’re left with the option of walking or booking an Uber. The first option might not be feasible depending on the distance. While the second one can be heavy on your pocket.
So, what can you do?
How about an app that lets you hire a cycle from your current location and ride it till your destination. Of course, I am talking about a short distance. For example office to the railway station, or bus stop to home.
Breakdown of the process
When I started this project, my first step was to try and understand if the problem exists. And if the solution that I have come up with is the right way to go forward.
I am from Mumbai and commuting is a big part of almost everyone’s life. Hence finding target audience wasn’t difficult.
I assumed that my end-user would check at least six items from the list below
- A frequent commuter (that’s the primary group I am targeting)
- Within 18–35 years old (Ideal age group who are fit to ride)
- Knows how to ride a cycle (duh!)
- Operates a smartphone (I plan to design iOS and Android apps)
- Has a bank account (to make payments through the app)
- No major health issues (someone with asthma or knee pain can’t ride)
- Is familiar with the route (handling maps and cycling can be difficult)
- Conscious about the environment (for someone who makes an effort to be eco-friendly)
Target audiences that didn’t work out
While thinking about the possible user base, my thought went towards the large college campuses across the country. Be it the IITs, Symbiosis, DY Patil, all these have a huge campus which can be difficult for a student to navigate through.
But after talking to students in studying in such colleges, I figured most of them already have community cycles. Although they are not maintained well, they are available for free. And students, who spend a huge amount to study in these colleges don’t want to spend money on renting cycles. Instead, want the management to provide a better option.
Analysing the business aspect
There is no point in launching a product if people aren’t willing to pay for. And to get an answer to that, I went for quantitative user research.
84% of the respondents said they would buy a pass if they like the experience.
Features added from user research insights
Another thing I found out from the user research is that people hate wasting time waiting for auto or cabs. Hence I didn’t want the user to have uncertainty about if cycles are going to be available at the location.
Introducing, RESERVE option.
Not only can user book a cycle at the dock, but they could also reserve it. Select the dock, check availability of cycle and reserve it for up to 30 minutes.
So far so good.
Next comes the type of cycle people would like to ride. I gave a few options and 60% said they would prefer a cycle with gear and 24% said they would opt for an electric cycle.
To cater to both sets of the audience and also after looking at our competitors I decided to have both options in our service.
Yulu is probably the most popular cycle-renting service in India. Apart from that, there are Mobike, Ola Pedal, Zype to name a few.
One of the main problem Yulu user face is parking zones. And sometimes the app isn’t able to gauge even if users are in the zone. Hence they got charged more.
To counter this, I decided to have fixed docks and plan them so that there’s a least one dock in every 1km radius.
For users of Zype, the conditions of the cycle is a major issue. And apart from that, they were unable to cancel the ride once unlocked and would have to pay without even using it.
So for my app, I have allowed the user to try again. After the user scans the QR code and in case the cycle doesn’t unlock, or has a faulty pedal, they have an option of unlocking a different cycle.
Wrapping it up
The final product I ended up designing doesn’t only solve the intended problem but also deals with the concerns people had with other similar services.
A simple flow with the home screen displaying a map interface with dock pointers, users can select a dock, enter the drop location and start the ride.
I did not include any security deposit or charges for reservation. Instead, I have a wallet integrated into our app which needs to have a minimum balance of Rs 250. I am considering this as the security deposit, in case the user damages the cycle.
To keep the users engaged I also decided to present them with statistics. It included the number of calories burnt, the number of kilometres driven and the amount of carbon footprint saved. This would motivate the user to keep using the product.
Hope you enjoyed reading this.