Duration
Dec 2021- March 2022
Team
Kanika Bansal
UX intern
Tools
Figma
Adobe Aero
Miro
My Role
UX research, Ideating, Wire framing, Client communication, Mentoring UX intern, Heuristic Evaluation
About The Client.
iQube is an electric scooter developed and manufactured by TVS Motor Company, one of the leading two-wheeler manufacturers in India. It was launched in January 2020 with a limited number of dealerships in Bangalore and is now available in 20 cities across India. The iQube is designed to offer an eco-friendly and efficient mode of transportation, providing a sustainable alternative to conventional petrol-powered scooters.
My Impact.
Enhanced usability
Significantly enhanced website usability by redesigning the booking flow, resulting in a smoother, more intuitive user experience. This re-design led to a substantial increase in usability by 50%.
Direct contribution to revenue growth.
Following the launch of the new variant and new online booking flow, iQube crossed the 50,000 sales milestone, with a significant increase in online bookings. 900% increase in the number people booking iQube online from 2021!
Design Challenge
How Might We redesign the online booking flow to ensure scalability, easy of use, and improved efficiency for the end customer?
Why did we re-design?
As a team, we decided to re-design the booking flow based on the brand's plan to introduce new variants of the electric bike and expand its presence to 100+cities. This expansion presented the challenge of accommodating multiple scenarios that the existing booking flow couldn't handle effectively.
Make it Simple but Significant
As a designer, the most challenging part was to consolidate the various scenarios involved in the back end and give the users an easy interface to make sure they complete the booking without feeling confused or overwhelmed and complete it in a few clicks. Our aim was to simplify the process and increase accessibility to every individual
Heuristic Evaluation.
I conducted a UX Audit using Jackob Nicklesons 10 usability heuristics to understand in depth what were the issues with the current flow
In addition, we conducted Clickstream Analytics to gain insights into user behavior, drop-off rates, and the natural usage patterns of the website.
Findings.
No Visual feedback
When the user enters the “booking flow” there is no clear insight on which bike the user is booking. Which is misleading
No edit option
The wizard functionality does not allow the user to go back and edit the information. Once the user goes back it loses all the data.
Total Price is Missing
In the booking summary card estimated total price of the two-wheeler is missing.
Cluttered User Interface
The booking summary has a horizontal and vertical scroll bar. Which is cumbersome in use and is increasing user effort to view important information.
This needed some serious re-work, in order to get started I laid down some product goals that should determine the redesigned user flow...
Product Goals.
Simplify the navigation by grouping related actions and providing clear pathways.
Simplified Navigation
Replace the wizard with a more flexible and editable interface to empower users with the freedom to easily backtrack and edit their information
Flexible & Scalable
Prioritize essential information and eliminate unnecessary elements to create a clean and intuitive user experience.
Clean & Intuitive
Enhance the flow by implementing visual feedback upon user selection to provide a clear and immediate response.
Visual Feedback
Ideation.
User Flow.
I then hopped on a call with our tech team to discuss the revised user flow and sketches. It was quite the adventure, let me assure you that
Wireframes.
After comprehensive examinations of multiple variations of the idea were conducted collaboratively, it lead to a feasible, flexible and effective approach.I laid down the foundation of the design. I had consistent review meetings with our UX lead, the product manager and the entire tech team.
Final Design.
Improvements.
The branding guideline was provided to us by the client which was used to make the visual designs
Could not keep up with lip-reading
Missed out on important information in class
Learnings.
Teamwork
I understood that it is crucial to be a team player in order to maintain an active communication with technical team in order to produce a feasible design.
Importance of feedback
Adapt, implement design cues after feedback sessions and keep testing to best understand your users.
Leadership Skills
Leading client presentations provided me with the opportunity to enhance my presentation skills and effectively communicate design solutions.
