Beeline
Case Study
About Beeline...
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Beeline is a product that helps people in the city limits zip around from location to location in an easy, quick, and inexpensive way.
Role: UI/UX Designer
Software: MIRO, Figma
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Background
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Living in a busy metropolitan city, traffic can be a huge problem when trying to meet friends for brunch or commute to the office on time. Beeline offers single rider bikes, tandem bikes, or electric scooters for easy rent to zip to your destination on time or simply to just zip around the city with friends for fun!
Research
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The first step in my UX process includes understanding the end user. I started out by individually meeting with five residence of the city and conducting interviews. Working around any bias feelings, I created 5 questions that best matched as open-ended questions in an attempt to better understand their transportation flow, pain points, and existing solutions.
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The next step in my research phase, I needed to outline a competitive audit between 2 direct competitors. Comparing sign on process, payment, rental price, safety, and overall user satisfaction.
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After I completed my interviews and competitive audit, I had a brainstorming session to identify what the users needed. This helped me set requirements for the UI/UX of the product
Prototype and Development
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During my prototype phase, I started off with the thought of what is an easy and quick way for someone to create an account, add payment, and rent a ride. I felt that having the "hardest" steps in the very first 2 views of the app would be best for the end users, creating and account and adding payment, with the option to skip adding a payment method for users who are just looking to explore the app.
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In my development phase, I wanted to show as little wording as possible and more call-to-action options as this creates an easy pathway for anyone on the go to graze across a page and instantly know what the next step is.
Results
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Feedback are from the five individual who I interviewed in the research phase.
Pros Feedback:
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Likes different options for transportation available
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tandem bike- offers a fun way to ride with significate other or friend
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Like that the payment option can be skipped in the beginning to allow to explore app first
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Like QR scan- "I love the QR scan! It makes it super easy to connect the ride I want to my app without having to type in a bunch of stuff" - Ashley, Interviewer #3
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Cons Feedback:
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Does not like that you have to create a profile before exploring app
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Wishes there was a "scan credit card" option or connect to Apple pay option to avoid manual typing in credit card number
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The overall feedback I received was extremely positive, with many noting the convenience of having an easy way to hop on a rental and get to their location quickly.
First 2 page offers a quick and simple way to create an account and add a payment method
"Skip for now" call to action:
Allows users to not feel they have to commit before exploring app
Interactive map shows user which type of ride is close them them. User must locate ride to activate ride
Once ride choice has been picked, user must scan QR code located on every ride
User confirms ride code
Safety precaution reminders
"Cancel" call to action to allow users to cancel at anytime
Call to action buttons accessing "How to Ride" guide and "Safety" tips
User must upload a picture of parked ride showing it is parked in a safe spot. Once uploaded, "Complete Ride" will turn into a call to action button
User can view the progress of their ride and see a map with an outline of their path
Once ride is complete, user is directed to Ride History page.
User can tap on a ride history row to display ride summery
