Freeder
Role:
UX/UI designer
Tools:
Figma, Adobe Photoshop, Adobe Illustrator and Miro
Year:
February 2022
I undertook a project that consisted of three parts: generative research, prototyping, and communication. My goal was to develop an application that would allow users to utilize electric transportation options without having to pay for them directly, instead earning credits by completing tasks or volunteering.
Interact with the prototype
Problem
The current landscape of transportation options poses challenges in terms of affordability and sustainability. While electric scooters and bicycles offer eco-friendly alternatives to traditional vehicles, existing rental applications often come with high prices, limiting accessibility for users seeking more affordable and convenient options.
Define
Through extensive research into sustainability and transportation issues, the focus was on understanding the needs and preferences of users seeking alternative transportation solutions. Interviews and research findings informed the design decisions for developing an application that would address the challenges of affordability and accessibility in the electric transportation market.
Solution
The proposed solution involves developing an application, Freeder, that allows users to access electric transportation options without the need for direct payment. Instead, the app implements a reward points system where users earn credits by completing tasks, volunteering, making donations, or engaging with partner stores through discounts and loyalty programs. These earned points can then be redeemed to unlock access to electric bikes or scooters within the app, making sustainable transportation more accessible and affordable for users.
Outcome
The launch of Freeder aims to revolutionize the electric transportation market by providing an innovative solution that promotes sustainability and accessibility. By removing financial barriers and incentivizing positive behaviours, the app encourages widespread adoption of eco-friendly transportation options. The ultimate outcome is to contribute to reduced carbon emissions, improved air quality, and enhanced mobility options for users, fostering a more sustainable and inclusive transportation ecosystem.
The Process
Research
My initial research primarily aimed to comprehend users' requirements when it comes to utilizing bicycles and scooters, whether for rental services or personal use, such as commuting to work, university, or home. Several factors influenced our focus, including the need for user accounts to place orders, excessive solicitation of personal information, high additional costs, and the prevalence of mobile device usage among consumers.
Competitor Research
I conducted a thorough analysis of the current applications in the domain using broad competitor research. This involved a thorough examination of the benefits and drawbacks that these services provide to users, as well as dissecting the complexities of their functionalities and visual design and interface aesthetics.
User Interviews
To consolidate the research conducted, I conducted a round of one-on-one interviews with six students at Norwich University of the Arts to better understand their pain points, frustrations, needs, and desires related to using bicycles and scooters through rental services or for personal use, such as commuting to university, work, or home.
“I've has never used both, I prefer to use my car because it is more convenient for myself.”
User 1
“I like sticking to the monthly pass as it can be wallet valuable, ready to use and can be useful forever.”
User 2
“I don't use the buses, the reason is that Norwich is so compact that places are very close to each other.”
User 3
User Personas
Following the user interviews, I analysed and synthesized the responses of all participants to identify themes, opportunities, and features that could be improved and focused on in the development of Freeder. These personas were based on the collected data and were designed to help guide decision-making, keeping the product focused on addressing the pain points, frustrations, and goals of the users.
Value Proposition
By mapping out the customer journey and creating a service blueprint, I was able to design a checkout experience that would effectively guide the user towards completing their purchase while achieving the business's objectives. To achieve this, I had to balance the need for a streamlined and efficient checkout process with the importance of providing a personalized and engaging experience.
User Flow
To begin the design process, I utilized wireframes to outline the initial ideas and determine which elements were necessary for each screen. Once the wireframes were established, I developed a low-fidelity prototype for preliminary user testing.
Low fidelity prototypes
High-fidelity prototypes
Typography & Colours
The inspiration for the UI design of Freeder came from applications with elegant and simple interfaces that prioritize functionality. The design reflects the user's desire for a clean and organized look. Freeder simplifies the process of finding and using electric bicycles or scooters, allowing users to earn points through activities like household chores, donations, sustainability acts, partner store promotions, or by converting loyalty card points to the app. It is an ideal solution for users looking to avoid the high costs of renting from popular global companies.
Usability Tests
I conducted usability tests with the assistance of two students from Norwich University of the Arts and a professional UX Consultant. The purpose of the tests was to identify any accessibility or visual errors, as well as to gain insight into the overall user experience, both positive and negative.
Communication
To promote Freeder to the public, I created a professional presentation video using After Effects. The goal was to showcase the main features and benefits that Freeder offers. The app was also made available on app stores, such as the Google Play Store, to reach a wider audience.
Evaluation
I had envisioned additional features for Freeder, such as a live chat support system for urgent communication and larger buttons for improved navigation. Another enhancement could have been the development of a tablet version, allowing users to view the map in greater detail. While I would have liked to conduct more usability tests, time constraints only allowed for three, one for each fidelity prototype, but I still found them to be valuable.
The interviews with users were a crucial aspect of the project, as they provided insights into user preferences and goals, and helped to define the app's value proposition.
Overall, this experience has taught me a great deal about the importance of understanding user needs and preferences in designing effective and user-friendly applications.
The interviews with users were a crucial aspect of the project, as they provided insights into user preferences and goals, and helped to define the app's value proposition.
Overall, this experience has taught me a great deal about the importance of understanding user needs and preferences in designing effective and user-friendly applications.
