User Research
Workshop Facilitation
UX Design
Usability Testing
UI Design
Challenge
The car sharing app, Maven, was struggling with high bounce rates after initial app download. They needed to discover the source of the issue to design a solution to increase user sign ups.
My Role
My responsibilities entailed participating in cross-functional design thinking workshops, running usability testing, and creating final UI designs and animations.
Design Impact
Substantial increase in willingness to sign up.
My Design Process
DISCOVERY
Research
UX Researchers, on our team, discovered that users didn’t trust Maven enough to share their Driver’s License information with them when they were asked to create an account. There was also confusion around the difference between Maven Car Sharing and Maven Gig.
Workshops
Using these discoveries, I helped run multiple cross-functional design thinking workshops with business stakeholders, product managers, and engineers. We prioritized issues, co-designed solutions, and assessed level of effort.
Design
User Experience
While another designer on our team created the wireframes, I helped create the prototypes and run the usability testing. These entailed recruiting members of the target user base in New York City, running in-person over-the-shoulder sessions with task flows and questionnaires, and distilling the results.
Our findings proved that the new designs significantly raised user's willingness to sign up for Maven. This included trusting the product with their driver's license information.
User Interface
Using the wireframe designs, feedback from usability testing, and Maven's existing brand guidelines, I designed final UI, illustrations, and animations.
PRODUCT FEATURES
Sign-Up Flow
Creating Clarity
A branching fork to Maven Gig, for delivery and rideshare drivers, confused many people when they first opened the app. Clearly laid out explanations for each helped users continue in the right direction.
Building Trust
The requirement to upload your driver's license was a big red flag for many prospective users. By allowing them to explore the app beforehand and simplifying the process we were able to overcome some of that hesitation.
FAQs
Information Architecture
The FAQ section was lengthy and confusing. By dividing it into digestible categories, a Contextual Help feature that brought the answers to the user without them having to search for it was created.
Maven Gig
B2B Features
Uber drivers and Postmates deliverers would commonly rent vehicles from Maven for months at a time. We created a space for them to manage their services and see recommendations to optimize their small business.
Learnings
I would change how many custom components were created. I would create less of them and rely more heavily on the iOS and Material Design Systems.
Successes
When the business need and root issue were one and the same, collecting driver’s license information, I helped navigate to a solution that solved the issue while fulfilling the business need.
Our design efforts showed a substantial increase in our main KPI, user's willingness to sign up.
MAVEN
User Research
Workshop Facilitation
UX Design
Usability Testing
UI Design
Challenge
The car sharing app, Maven, was struggling with high bounce rates after initial app download. They needed to discover the source of the issue to design a solution to increase user sign ups.
My Role
My responsibilities entailed participating in cross-functional design thinking workshops, running usability testing, and creating final UI designs and animations.
Design Impact
Substantial increase in willingness to sign up.
PRODUCT FEATURES
Sign-Up Flow
Creating Clarity
A branching fork to Maven Gig, for delivery and rideshare drivers, confused many people when they first opened the app. Clearly laid out explanations for each helped users continue in the right direction.
Building Trust
The requirement to upload your driver's license was a big red flag for many prospective users. By allowing them to explore the app beforehand and simplifying the process we were able to overcome some of that hesitation.
FAQs
A Helping Hand
The FAQ section was lengthy and confusing. By dividing it into digestible categories, a Contextual Help feature that brought the answers to the user without them having to search for it was created.
Learnings
I would change how many custom components were created. I would create less of them and rely more heavily on the iOS and Material Design Systems.
Successes
When the business need and root issue were one and the same, collecting driver’s license information, I helped navigate to a solution that solved the issue while fulfilling the business need.
Our design efforts showed a substantial increase in our main KPI, user's willingness to sign up.
Maven Gig
B2B
Uber drivers and Postmates deliverers would commonly rent vehicles from Maven for months at a time. We created a space for them to manage their services and see recommendations to optimize their small business.
My Design Process
DISCOVERY
Research
UX Researchers, on our team, discovered that users didn’t trust Maven enough to share their Driver’s License information with them when they were asked to create an account. There was also confusion around the difference between Maven Car Sharing and Maven Gig.
Workshops
Using these discoveries, I helped run multiple cross-functional design thinking workshops with business stakeholders, product managers, and engineers. We prioritized issues, co-designed solutions, and assessed level of effort.
Design
User Experience
While another designer on our team created the wireframes, I helped create the prototypes and run the usability testing. These entailed recruiting members of the target user base in New York City, running in-person over-the-shoulder sessions with task flows and questionnaires, and distilling the results.
Our findings proved that the new designs significantly raised user's willingness to sign up for Maven. This included trusting the product with their driver's license information.
User Interface
Using the wireframe designs, feedback from usability testing, and Maven's existing brand guidelines, I designed final UI, illustrations, and animations.