UX/UI Design
Case study

Redesigning EUBike

A new version of the app with an improved user experience.

Eu bike mockups cover image
Project Overview

EUBike is a bike hiring service available in Stockholm & Uppsala. Their goal is to be more sustainable and affordable than competing services.

This was an individual project to improve the current EUBike app. The method used for this project was the design thinking process, while the primary research is through usability evaluation, user interviews and user testing.

MY role

User testing, usability evaluation, concept, interaction design, information architecture, wireframes, UI, prototype.

Timeline

April 2021 – May 2021

The problem

Users fail to accomplish their goals with the app

In recent times, EU-bike has received negative attention and a bad reputation due to their unclear conditions, bad reviews, complaints that the app does not work correctly and that it is difficult to find a bike, also that some of their bikes can not be used at all due to poor condition.

‍The challenge is first and foremost to improve the app’s usability so that users can find the bikes shown on the map, use them effectively and create a better overall experience for then be able to build on security and trust for the product among potential users.

Previous app design

The Process

Findings from interviews and user tests

After the research I was able to find specific problems with the current app.

  1. Difficult to get an overview of the nearest bikes.
  2. You have to zoom in quite a lot to be able to see where the bikes are on the map.
  3. The app crashes while you are looking around for a while and zooming in.
  4. Legal information, such as integrity policy and how the data is stored is almost hidden in the app.
  5. There is no FAQ in the app, it is only possible to report a problem via email, so it is not possible to get help immediately.
  6. Only one payment method.
  7. No flexible ways to add a payment card.
  8. No option to delete the account.
  9. You can only buy it for at least 100 SEK.
  10. Poor contrast.

Quotes from tests & interviews

“I am very bad at finding right to different places, It always takes much time and energy from me.”

Woman 60 years old
“I would actually feel much safer to pay, for example with, swish as EU-bike is an unknown service to me, I think swish is safe and easy to use and you do not have to provide important information, such as with credit cards.”
‍
Woman 60 years old
“I wish it became easier to find the bikes and get a good description of where they are, cause not everyone has a good local sense.”

Woman 25 years old
“For me, it is really important that the app has clear information about how my personal data is handled and that they do not ask too much, especially for more sensitive information.”

Woman 25 years old

User Persona

I came up with a persona which represents the pain points and needs based on the conducted research and insights from the participants.

User Journey

I defined the persona, Victoria, user journey with the current app to visualize her main struggles. I found the main pain points trough the different touchpoints.

Ideation & User Flow

After defining experience problems and identifying pain points, I went ahead and started generating ideas and brainstorming the solution.

I came up with a user flow to visualize the main paths for the new version of the app. I wanted to focus on the most important scenario which is, buying credits, find the nearest bike, start the ride and arrive to destination.

The Solution

The final product with an improved experience

Bikes Nearby

Simplifying the bike search

Finding nearest bikes by taping on "bikes nearby".

Users can select any bike visible on the map. But this feature will make it even easier, because users will be automatically listed with the nearest bikes, based on their location, so they don't need to look at the entire map and search for the closest bike for them.

Directions

Finding right to the bikes more efficiently

When selecting a bike users can choose between, scanning the bike or the directions to the bike.

Because not all people have good local sense, can it be difficult to find the bikes only based on an ikon on the map or a street name. Therefore I also designed a path to follow, the exact distance in meters and the walking minutes to the bike.

PArking Zones

Accessible & organized

Many users complained that the bikes were often broken and could not be found as shown in the app. The bikes were also often left without consideration of the placement.

That's why I designed parking zones. This new feature will allow the bikes to be placed in accessible places for everyone and be found more easily. But also, preventing the bikes from ending up in the middle of the woods or in a place outside the designated range. As soon as the users will start a ride, the parking zones will show up, and the bikes have to be parked within specific zones in the surroundings to end the ride.

PAyment

More alternatives & flexibility

EUbike is an affordable service, their prices are 30 minutes ride for 5kr but the minimun purchase is for 100kr. Will people buy credits for 100kr on an app that has bad reviews and doesn't seem reliable?

Therefore I changed the minimun credits purchase from 100kr to 25kr, but also designed more alternatives to give users further flexibility. While informing them how many credits they get and for how long the rides can be with the purchased amount. This will help users from cognitive overload, so they don't need to calculate how many kr a certain amount of credits are worth and whether it will last for the desired rides.

I also designed more payment alternatives so the users can freely choose which one is most suitable for them and not lock them to only one option.

View Prototype

The style guide