Ooup is a fictional scooter rental startup in the Boston area. It is trying to increase ridership and did some existing user research to learn if users would adopt the service and perform tasks in exchange for goods. It also wanted to see what users thought of the partnerships chosen to supply those goods.
Context of The Project
I worked on this problem-solving exercise as a student in the Design Sprint Foundations program at Udacity.
Solo project UX researcher & designer
Create new revenue
Attract new users
Make a prototype
Pencil & paper
WHAT I DID
Udacity offers demo materials for students who wish to move along faster in the course.
I used most of the available time creating my own concept, storyboard, and prototype.
To save time I skipped doing my own user testing and analyzed their user testing demo when writing my summary report.
The first half of day one focuses on creating a target area within the user journey that I want to work on for the rest of the sprint. It consists of three main exercises:
Challenges were defined by listening to the ceo speak about the problems they and their team face. I then wrote those challenges in the form of post-it notes and voted to determine the most important ones.
The blue dots represent votes from my fake team members and myself. All of these challenges were written in a very specific way called the “How Might We...?” method. This way they’re relatively open-ended and don’t focus on a solution yet.
Before moving on, I also spent some time writing an optimistic long-term goal for the company and three pessimistic sprint questions to get feedback on in the user-testing phase.
The final section of the first half of day one is the creation of the user journey map. It is a simplified view of the entire scooter-rental system showing key points of interaction.
On the left are the customer and the company and on the right is the end goal which is to rent a scooter. I added our most important challenges from Figure 1 to the map to get a better idea of how they’re related.
The point of the map is to understand how the whole system looks and recognize specific parts that may be causing problems. So I selected a target area (the red circles) that I thought could be solved the quickest.
What I Learned:
Targeting multiple areas is difficult. Sometimes trying to benefit the user creates another hurdle that the company has to go through, so I need to be careful when balancing needs.
The second half of day one centers on exploring solutions within the target area of the user journey. It involves two exercises:
Lightning demos are about searching for pieces of inspiration from other sources and using it later to draw ideas from:
I liked how quick they got to renting a vehicle and left the non-essentials at the bottom.
I like how efficient everything is.
The current and upcoming deliveries gave me an idea about showing scooters that were available now and coming soon to a lot near you.
Use case brainstorming helped jump-start creativity.
By sketching ideas I came up with a concept that targets increasing membership, finding new revenue streams, and conveying the benefits of renting a scooter.
The sketches show how users benefit from renting a scooter beyond just everyday transportation:
Scooters for fun!
Scooters for business
The “scooters for fun” category doubles as a way to increase the total number of users while “scooters for business” can help bring in another revenue stream.
I also sketched scooter solutions to problems encountered when commuting in the city:
Unreliable public transportation...
Rent a scooter and save time!
Rent a scooter and save money!
What I Learned:
Sketching is a great way to get ideas out of my head so I can retain them better.
Day two is about voting on a solution and creating a storyboard.
I liked the concepts provided by Udacity that were created by my virtual team members.
One demo concept that I liked a lot was called The Task-Maker. It received the most votes as the best concept from the virtual team.
Three key objectives that appealed to me the most were:
Combining this concept with mine would make for an excellent solution to some of the challenges.
I imagined six crucial steps for the user flow map thinking about how users would test out this service for the chosen concepts.
I wanted to keep my user flow map at a high level so my storyboard and prototype didn’t get too complex. I thought the following were central to the whole flow:
What I Learned:
My storyboard helps me explain what the customer wants, why they want it, and it also helps me understand how the product fits into their life.
Day three starts with creating a clickable interactive prototype.
I prototyped the key moments in my storyboard’s user-test flow. These are the areas where the users would give me the most answers to my sprint questions.
I thought a couple of segue screens between the key moments could help address some minor challenges. Here I made sure the user could quickly make an informed decision about the scooter they were interested in:
The next segue tries to motivate users to complete a task:
See this prototype on InVision.
What I Learned:
Even though this prototype is small, I could have used Sketch’s symbols to save some time.
Day four is about writing a summary report based on the demo user testing.
In order to complete the program before the deadline, I had to work with the demo user feedback provided by Udacity.
Since my summary report isn’t based on my prototype, I’m only including it here until I can find time to do my own user testing.
Here are some other learning moments I picked up during this design sprint:
A list of what people like and hate about the Ooup service would have been useful in addition to the CEO’s challenges.
I wish I had come up with sprint questions that were able to be tested directly in the prototype.
It would be better to adopt two concepts and make two competing prototypes to see which one the users favored the most.
Asking what experience level a user has would have kept unsuitable scooters from being shown.
I would like to have set up a user testing session to test my own prototype.