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Austin B-cycle Usability Insights

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Case study on Austin B-cycle usability by General Assembly's UXDI cohort 4, in Austin, Texas. Presented May 2016. (Presentation notes not included here.)

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Austin B-cycle Usability Insights

  1. 1. Austin B-cycle Usability Insights presented by General Assembly UXDI cohort 4 created forMay 2016
  2. 2. User Experience Design Immersive About us General Assembly
  3. 3. Why we’re here
  4. 4. Why we’re here Improve our design and presentation skills
  5. 5. Why we’re here Improve our design and presentation skills Recommend solutions from a case study on the B-cycle experience
  6. 6. Why we’re here Improve our design and presentation skills Recommend solutions from a case study on the B-cycle experience Increase ridership & happiness of B-cycle users
  7. 7. Users Research
  8. 8. Users Research ten first-time
  9. 9. Users Research ten first-time one existing
  10. 10. Users Research Demographic ten first-time one existing
  11. 11. Users Research Demographic • mid-to-late 20s / early 30s ten first-time one existing
  12. 12. Users Research Demographic • mid-to-late 20s / early 30s • tech-savvy ten first-time one existing
  13. 13. Users Research Demographic • mid-to-late 20s / early 30s • tech-savvy • blend of Austin locals & newcomers ten first-time one existing
  14. 14. Research
  15. 15. Our Method Research
  16. 16. Our Method • visited 8th & Congress station Research
  17. 17. Our Method • visited 8th & Congress station • checked out & returned bicycle Research
  18. 18. Our Method • visited 8th & Congress station • checked out & returned bicycle • recorded first impressions Research
  19. 19. Our Method • visited 8th & Congress station • checked out & returned bicycle • recorded first impressions • applied heuristic evaluation Research
  20. 20. Research
  21. 21. Research Searched online
  22. 22. Research Searched online • multiple websites
  23. 23. Research Searched online • multiple websites • memberships
  24. 24. Research
  25. 25. Research Existing B-cycle app
  26. 26. Research Existing B-cycle app • first-time use:
  27. 27. Research Existing B-cycle app • first-time use:
  28. 28. Research Existing B-cycle app • first-time use:
  29. 29. Research Existing B-cycle app • first-time use:
  30. 30. Research Existing B-cycle app • first-time use:
  31. 31. Research Existing B-cycle app • first-time use:
  32. 32. Research Existing B-cycle app • first-time use:
  33. 33. Research Existing B-cycle app • first-time use:
  34. 34. Research Existing B-cycle app • first-time use:
  35. 35. Research Existing B-cycle app • first-time use:
  36. 36. Research Existing B-cycle app • first-time use:
  37. 37. Research Existing B-cycle app • first-time use:
  38. 38. Research Existing B-cycle app • first-time use:
  39. 39. Research Existing B-cycle app • first-time use:
  40. 40. Research Existing B-cycle app • first-time use:
  41. 41. Research Existing B-cycle app • first-time use:
  42. 42. Research
  43. 43. Research Social / online presence
  44. 44. Research Social / online presence • searched for patterns
  45. 45. Research Social / online presence • searched for patterns • lots of pricing confusion
  46. 46. Research Social / online presence • searched for patterns • lots of pricing confusion • bikeshare concept
  47. 47. Insights Key Pain Points from research:
  48. 48. Finding a bike Insights Key Pain Points from research:
  49. 49. Finding a bike Understanding pricing ? Insights Key Pain Points from research:
  50. 50. Finding a bike Buying passes Understanding pricing ? Insights Key Pain Points from research:
  51. 51. Five recommendations Recommendations
  52. 52. Some easily accomplished Five recommendations Recommendations
  53. 53. Some easily accomplished Five recommendations Recommendations Some resource-intensive
  54. 54. Some easily accomplished Five recommendations Recommendations Some resource-intensive Submit feedback to BCycle LLC, if helpful
  55. 55. Promote a reliable third- party app Recommendations (short-term fix)
  56. 56. Promote a reliable third- party app Recommendations (short-term fix)
  57. 57. Promote a reliable third- party app Recommendations (short-term fix)
  58. 58. Promote a reliable third- party app Recommendations (short-term fix)
  59. 59. Eliminate one website Recommendations
  60. 60. Eliminate one website Recommendations
  61. 61. Simplify pricing signage ✔ Recommendations
  62. 62. Simplify pricing signage ✔ Recommendations
  63. 63. Simplify pricing signage ✔ Recommendations Unlimited 30-minute trips between stations 8$ 4$ each 30 minutes after initial 30 minutes Daily rate: Overage fees:
  64. 64. Simplify pricing signage ✔ Recommendations Unlimited 30-minute trips between stations 8$ 4$ each 30 minutes after initial 30 minutes Daily rate: Overage fees: • Places 30-minute limit upfront
  65. 65. Simplify pricing signage ✔ Recommendations Unlimited 30-minute trips between stations 8$ 4$ each 30 minutes after initial 30 minutes Daily rate: Overage fees: • Places 30-minute limit upfront • Prevents confusion between 24h / 30m
  66. 66. Simplify pricing signage ✔ Recommendations Unlimited 30-minute trips between stations 8$ 4$ each 30 minutes after initial 30 minutes Daily rate: Overage fees: • Places 30-minute limit upfront • Prevents confusion between 24h / 30m • Helps emphasize bikesharing station system
  67. 67. Simplify pricing signage ✔ Recommendations Unlimited 30-minute trips between stations 8$ 4$ each 30 minutes after initial 30 minutes Daily rate: Overage fees: • Places 30-minute limit upfront • Prevents confusion between 24h / 30m • Helps emphasize bikesharing station system • Clarifies that additional fees are optional
  68. 68. Offer all passes at kiosks Recommendations
  69. 69. austin.bcycle.com Offer all passes at kiosks Recommendations
  70. 70. austin.bcycle.com Offer all passes at kiosks Recommendations
  71. 71. Improve native B-cycle app Recommendations (long-term solution)
  72. 72. Improve native B-cycle app Recommendations (long-term solution) Could address numerous pain points:
  73. 73. Improve native B-cycle app Recommendations (long-term solution) Could address numerous pain points: • open » explain bikesharing » nearby bikes
  74. 74. Improve native B-cycle app Recommendations (long-term solution) Could address numerous pain points: • open » explain bikesharing » nearby bikes • pay for rental like CapMetro, Lyft, Uber
  75. 75. Improve native B-cycle app Recommendations (long-term solution) Could address numerous pain points: • open » explain bikesharing » nearby bikes • pay for rental like CapMetro, Lyft, Uber • 5-minute alert when time is running low
  76. 76. Improve native B-cycle app Recommendations (long-term solution) Could address numerous pain points: • open » explain bikesharing » nearby bikes • pay for rental like CapMetro, Lyft, Uber • 5-minute alert when time is running low • improves transparency and online reputation
  77. 77. Improve native B-cycle app Recommendations (long-term solution) Could address numerous pain points: • open » explain bikesharing » nearby bikes • pay for rental like CapMetro, Lyft, Uber • 5-minute alert when time is running low • improves transparency and online reputation • easy feedback in-app
  78. 78. Improve native B-cycle app Recommendations (long-term solution) Could address numerous pain points: • open » explain bikesharing » nearby bikes • pay for rental like CapMetro, Lyft, Uber • 5-minute alert when time is running low • improves transparency and online reputation • easy feedback in-app • current process is several steps between different applications
  79. 79. Promote partner app One website Pricing signage ✔ Kiosk options Recommendations Improve native app
  80. 80. can’t find a bike in the app which website do I choose? for how long am I renting this? why did I get charged an extra fee? can’t buy in-advance want to use longer than one day Pain points Recap
  81. 81. can’t find a bike in the app which website do I choose? for how long am I renting this? why did I get charged an extra fee? can’t buy in-advance want to use longer than one day Pain points Recap
  82. 82. can’t find a bike in the app which website do I choose? for how long am I renting this? why did I get charged an extra fee? can’t buy in-advance want to use longer than one day Pain points Solutions only one website clearer pricing explanation offer membership options promote good third-party app native app improvements Recap
  83. 83. Why we’re here Improve our design and presentation skills Recommend solutions from a case study on the B-cycle experience Increase ridership & happiness of B-cycle users
  84. 84. Q&A
  85. 85. Feedback for us
  86. 86. Thank you Presented by: robertboler.com linkedin.com/in/eunicecook linkedin.com/in/wtrevorharris Iconography credits: Magnifying Glass by Michal Beno from the Noun Project Blank tag by Straw Dog Design from the Noun Project Payment by Gregor Črešnar from the Noun Project Star by Jetro Cabau Quirós from the Noun Project Browser window by Magicon from the Noun Project Close window by Magicon from the Noun Project Tickets Star by Viktor Vorobyev from the Noun Project Research done by GA UXDI students. Presentation property of Robert Boler. Sharing with credit permitted. All thoughts & opinions are our own, and not condoned directly by General Assembly.

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