Project Overview
Currently, BlueSG falls short in terms of information accessibility, consistency and prioritising its customers’ needs which creates a sense of frustration and sub-par user experience. Furthermore, BlueSG incurred a lost of $20 million between 2017 and 2019. Therefore, this project’s objective is to redesign the BlueSG app and web experience to enhance user experience and maximise customer retention.About BlueSG
BlueSG is an electric vehicle car sharing service that was launched with the support from LTA in 2017 as part of the nation’s plan to offer new smart and affordable mobility options to Singaporeans. Additionally, the government launched Singapore Green Plan 2030 which aims to build 60,000 electric vehicle charging by 2030, reinforcing BlueSG’s significance in Singapore’s climate goals.BlueSG’s Business GoalsFor users to continue using BlueSG, eventually converting from basic to premium packageIncrease the frequency of usage for the app
BlueSG’s Key ChallengesIncrease in competitorsDelay in building charging stationsBad Press
Understanding our Competitors
It was imperative that we understood our competitors. Our group conducted a task analysis to understand how BlueSG differentiates itself from the other car sharing services. This would also help us have a better understanding of what works well for BlueSG as well as the industry conventions of car-sharing services.Based on this analysis, we’ve discovered that BlueSG is the only car sharing service that allows users to go from Point A to B, which means that users do not have to return the car to its original location. However, it seems that other car-sharing services have a wider range of cars that caters to users’ needs such as 7 seater cars as well as different car models and brands. Hence, it was imperative that our redesign reinforces BlueSG’s competitive edge to ensure that it stands out against its competitors.Understanding Our Users
With BlueSG’s business goals in mind, we wanted to first have a general understanding of users’ motivations and frustrations when it comes to car-sharing services as well as under BlueSG’s business goals before we start redesigning.MethodologyThe research goal was to Identify consumer goals and challenges in their car sharing processes and understand why and how people use car sharing services. We’ve conducted user interviews with 10 users who have used/are using car sharing services. The discussion guide was structured around understanding users’ motivations and goals as well as understanding their thoughts and experience towards the process of car sharing: 1) reservation process, 2) driving, 3) parking and 4) post trip.
Insights and Opportunities
These are the insights that we have uncovered from the user interviews that we’ve conducted.Users believe that car sharing services is the cheapest and most efficient mode of transport.Some participants’ ride enjoyment were compromised by subpar car conditions.Most participants do not like to call customer service and would prefer an alternative form of contact.Most participants find it cumbersome to read wordy guides and watch tutorial videos.Most participants have to plan ahead of time to ensure car and parking availability.
User Persona
Through the interviews, our group discovered that most users would use carsharing services because car ownership in Singapore is rather expensive. Additionally, users usually prefer it to public transport or cabbing as car sharing is more convenient and flexible. Coupled with the rest of the insights that we have uncovered through our interviews, we now have a clearer understanding of our target audience.Customer Journey Map
Since Daniel is our sole and primary persona, we are able to focus on addressing his needs by understanding his goals and frustrations throughout the entire car sharing process: 1) Research, 2) Booking, 3) Usage and 4) Post-Trip.Pre-Trip Uncertainties When there is no car available at the desired charging point, users will have to check for the next nearest charging point or join a queue. These extra minutes that they have to spend waiting or walking to a further location could impede their journey and cause them to be late. The aim here would be to create a booking experience that provide users with more certainty and control over their journeyCustomer Service There are a few points during the process where users may have to contact customer service. Firstly, when users arrive at the charging station, they will have to check the condition of the car. If users are unsatisfied with the conditions of the car or if the car is malfunctioning, they may contact customer service for assistance. Also, if users are met with an accident en route, they may have to contact customer service to report an accident. Users would rely on the app in the event that they have to contact customer service. Hence, our goal would be to create a customer service experience that is tailored to allowing users to provide feedback efficiently.
Heuristic Evaluation
Our group first conducted a heuristic evaluation to identify existing issues on BlueSG's website and mobile app.Tasks
1. You haven’t used BlueSG in a while and you want to refresh your memory on how BlueSG works. How would you find this information?
2. You are shopping at Westgate and you would like to book a car but there are none available. Show me your next course of action on this app.
3. Your car is dirty which affects the enjoyment of the ride so you want to make a complaint. What do you do?Insights
Usability Testing 1
For the first round, we recruited 6 users to test out the current BlueSG website and app. At the end of each tasks, we asked our users to rate the difficulty of each task from 1 (hardest) to 7 (difficult). After that, our group proceeded to average out the scores across the participants. At the end of the overall session, participants were also asked to fill up the system usability scale survey.Tasks
1. You haven’t used BlueSG in a while and you want to refresh your memory on how BlueSG works. How would you find this information?
2. You are shopping at Westgate and you would like to book a car but there are none available. Show me your next course of action on this app.
3. Your car is dirty which affects the enjoyment of the ride so you want to make a complaint. What do you do?Results (Web)
Results (App)
Overall, the SEQ and SUS scores for BlueSG’s website is highly disconcerting. We have to fix these issues and we have to do it in a way that addresses both users and business needs. Our group came to the consensus that we will capitalise on the website’s role as a marketing tool, which means that its value proposition must be emphasised upon.
This means that the way information is being presented for users must be made accessible while promoting customer retention. Furthermore, customer service must be enhanced to provide current users with a channel to air their grievances and complaints. This would reinforce BlueSG’ as a customer-oriented car sharing service which is key to retaining users. With regards to the app, we've decided that our strategy was to find a way to reduce uncertainties and manage users’ expectations especially when they’re booking a BlueSG car.
After establishing our web strategy, our group used the HMW framework to further define the scope of our design approach for the website and app:HOW MIGHT WE
Help users feel confident that they are equipped with the information that they need?
HOW MIGHT WE
Minimise uncertainties and manage expectations?
HOW MIGHT WE
Reduce the chances of users being assigned a sub-par car?
InformationWe plan to distinguish the strategy for the BlueSG app and website. Since the website will be used for informative and marketing purposes, information presented must be digestable. We aim to implement step-by-step infographics and chat bot for quick assistance.Key Solutions
Trip PlanningBased on the insights we’ve gathered, users would like to know how they can better manage their time. We aim to provide more information on waiting time and queue position to allow them to better plan ahead.Customer ServiceWe want users to have a positive experience when they are using BlueSG’s car sharing services. Our group decided to improve the current customer service process through making it convenient for users to submit pictures/videos of BlueCar.CleanlinessFor this issue, our group discussed on ways we can influence our user behaviours to increase a sense of ownership. We believe that if we can find a way to help users develop a sense of responsibility, it would minimise the chances of users being assigned a subpar car. However, due to the scope and time constraints, this is a consideration that would be saved for next steps.Information Architecture
Original SitemapBased on one insight from our UT1 and Heuristic Evaluation, there is a common consensus that the labelling on navigation bar was confusing, particularly under Car Sharing and Charging. Both these categories have similar sub-categories which most users found confusing as they did not know which one to click and they would have to click through multiple pages just to find the information they need.
Our group decided to conduct a card sorting exercise to understand our users’ mental model.Setup21 Cards, Open Card Sort15 participantsTool: Optimal Workshop
ObjectiveTo understand how users prioritise information when they are searching for instructions on how to use BlueSG.
Based on the open card sorting exercise, we picked the strongest categories that users have identified and applied in the card sorting exercise. This means that at least half of our participants (8 and above) must identify and apply them for us to consider it as a valid category. Here are the 6 strongest categories that we used for the site map’s first draft. Using these categories, we were able to create our draft site map that was further subjected to a tree test for preliminary validation as well as reiterations based on our subsequent user testings.About
Location
Customer Service
Membership
Careers
Guides
New Sitemap
For our tree test, we’ve decided to use the FAQ as our task as it was a sub-category that had the weakest categorisation. 6 out of 15 users identified it as Guides, 5 out of 15 users identified it as customer service while the rest were scattered across other categories.
We decided to place FAQ under guides as we felt that this was the majority category that users identified albeit less than half. Hence, we had to validate both our draft site map and our assumption of where FAQ should be placed.SetupTree Test.Task: You need to clarify some questions through the FAQ section. Where will you find the FAQ section?15 ParticipantsTool: Optimal Workshop
ObjectiveTo validate the sitemap redesign for BlueSG’s website.
Result80% Success
We were able to provide a preliminary validation and reconstruct BlueSG’s site map according to our participants’ mental model. It is important to note here that this site map was further reiterated and refined based on our 2nd and 3rd UT as we take into account users’ feedback as they interact with our prototype. Wireflow
Usability Testing 2
Iterations (Web)
1. Navigation MenuUsers felt that having two “How it Works” on the main page was confusing as they don’t know which one to click. Furthermore, “User Guide” has also caused confusion for users as they weren’t sure whether they will find the information needed under “User Guide” or “How it works”.
Based on our findings, we’ve decided to further condense the drop down menu and remove any repetitions. “How it works” has been changed to Learn More on the main page to provide users information on BlueSG cars. Guides has been streamlined to “How it Works” and “FAQs” to prevent future confusion, allowing users to retrieve information on how to operate BlueSG cars easily.2. How it WorksOur users appreciated the zig zag formation, however, most of them felt that the way information was presented is still lengthy. We’ve decided to further break down the information to point forms. This would better help users digest information and prevent information overload.3. Homepage4. Customer ServiceWe initially placed a landing page to show all options for customer service. We have also simplified the current BlueSG online form to remove irrelevant information and text.
For our online form, we’ve decided to provide more details to inform users the estimated respond time. We have also decided to allow users to choose their type of issue and attach photos to ensure that customer service is able to fully understand and address their feedback.Iterations (App)
1. Onboarding GuideInitially, instructions and guides on the current BlueSG app is difficult to retrieve. Hence, our solution was to put an onboarding guide. However, after our second UT, we realised that users was not interested in knowing how to use BlueSG on the app. They were more interested in knowing how to use the app itself. We’ve decided to keep the BlueSG car guide under account in the event that users would have to retrieve it. For the onboarding instructions, we decided to change them to inform users on how the app works, rather than how to use BlueSG.2. Landing Page - MenuThe current landing page has no call to action buttons. There is only “Home”, “Work”, “Favourites” which are pre-saved functions which may not be intuitive for some users. Hence, we initially placed a navigation bar while retaining the hamburger menu on the top left so users have a clearer idea on where the call-to-action buttons are. However, based on our UT2 findings, users felt confused as there was two menus. Therefore, we’ve decided to remove the hamburger menu and consolidated everything into Account.
3. Customer ServiceOur initial idea was to create a live chat feature that will receive most recent activity, allow users access to quick assistance when needed.
However, some users reflected that they may not reach out for assistance immediately and would like to look up information on their own before doing so. We’ve decided to include a FAQ with a search function and access to live chat if they require more information.
4. FeedbackFrom our second UT, users were constantly tapping on “Book A Car” expecting some form of feedback such as zooming in to the exact location you are at or showing the nearest charging points. Users have also stated that at some points, they were not very sure which page they were on which could be disorientating. To allow provide users with more details, we have decided that the app will automatically zoom into users’ current location upon opening the app.
5. Countdown TimerFor our initial redesign, we’ve decided to make the countdown timer more prominent since the original BlueSG app does not specify what the timer is for.
However, our users highlighted in our second UT that they would like to know exactly where the car is located. Hence, we’ve decided to add details on car location.
Style Guide
Prototype
Usability Testing 3
Next steps and Takeaways
We hope to conduct more research into cultivating a sense of ownership among users when they use BlueSG. Considering the time and resource constraint of this project, we were not able to find a concrete solution to address irresponsible users.
Additionally, we hope to also understand overseas success stories to get a better idea of how these countries successfully integrate car-sharing services similar to BlueSG into their society. This could be crucial into helping us understand ways to better achieve BlueSG’s business goals.
Our team believes that in order for us to bring our design to life, we must collaborate with software developers to ensure that our design solutions are feasible.
Finally, we would like to explore ways to encourage new users to sign up for BlueSG’s services. We believe that this will help promote the use and eventual normalisation of car-sharing services. This is ultimately crucial for our society’s transition towards a more sustainable form of transportation.