Wifly Mobility

An e-bike subscription business for the carefree urban cyclist. Easy, fast, and insured.

Subscription Experience Design Project

Role & Artifacts Produced

Wifly Mobility needed to enhance their subscription experience to compete with their rivals subscriber base. An easy, clear and understandable subscription flow would help visitors value the product, increasing subscription growth and retention.

User Research : Created competitive analysis

Usability Testing : Influenced Lo-fi Wireframes and final High Fidelity designs

Team of 4 Designers

Goal

Increase subscription growth and retention by re-designing the process to sign up for a Wifly Mobility subscription, displaying clear product information for user understanding, and having prominent Call to Actions on every page

Problem

The heuristic evaluation revealed the need for a way to effortlessly rent an e-bike because users desire an easy, fast, and convenient way to navigate their city. The current subscription process is too long and does not offer clear instructions. The current steps are confusing and pricing is not clearly indicated for the user, resulting in site abandonment.

Discovery

As a group, we chose Neilsen's 10 Heuristics, an industry standard and guide for intuitive user experiences, was used to evaluate Wify's website. Areas requiring improvement were quickly identified, including the subscription user flow, CTA locations, field form details and user accessibility

Competitive Analysis

To influence our design decisions, we each completed a competitive analysis of a competitor websites to identify strengths, weaknesses and opportunities in the bicycle subscription rental market

What worked well

Plans were easily visible and could be understood
Clear CTAs. Sign Up & Login
Clear messaging and consistent throughout website
Easy & Simple sign up and login

Areas of Opportunity

Lack of comparison feature makes it hard to choose a bicycle
Product details are small and hard to read
Lack of CTAs after homepage

User Flow Design

I rebuilt the subscription User flow to give users a simple, clear and concise path to signing up for Wifly Mobility. The user flow was modified multiply times due to an unfamiliar payment process in Spain, a separate meeting with accounting gave me the proper insight to implement an efficient and effective user flow.

Lo-fi Wireframe Design

The newly developed user flows and research assisted with the creation of lo fidelity wireframes. A lo fidelity prototype served as an excellent source for usability testing. I was able to pinpoint pain points and areas of opportunity for Wifly Mobility users

Validation

Usability testing gave the team insight into the user experience issues we were still facing. Four participants were each given multiple tasks to complete within the lo-fi wireframe prototype. Issues were found in the following areas: tags & filters, pricing, plans vs bikes, why ebike? and the free trial

Number of Participants:

4
Current subscribers
New users

Impactful findings:

Subscription pricing was found to be confusing and poorly displayed
Users were not aware of a free trial offering during the subscription process. Free trials are useful for increased subscriptions and tracking growth

Tasks Tested

Sign up for a subscription
Rent a particular model bike
Complete bike rental from start to check out

Changes Implemented:

Price plans were tiered and tabbed. Clearly displaying the value offered in each subscription.
The free trial was prominently displayed during the subscription process, multiple times. The free trials will help increase subscriptions and offer a new way to track new subscribers.

Results

Hi-Fidelity wireframes gave us our final form of Wifly Mobility's subscription service. Through vigorous hours of research, iterating on our ideas, and testing with users, we created a simple, quick and efficient process to sign up for a Wifly Mobility e-bike subscription

Link to prototype

Next steps

Monitor the following metrics to validate the updated subscription process and user flow:

Number of Free Trial signups
Percentage of Free Trial users which became members
Number of new users added through membership
Number of users leaving during the subscription process

Work

Savr Recipes

Concept Design Google Sprint Challenge