Darryn Goldsmith Logo
Ooup Artifacts
scooter

Design Sprint

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.

The task was to take existing mock research and conduct a mock design sprint. At the end of the design sprint, the final goal was to have a high-fidelity clickable prototype that addressed at least one key opportunity identified after analyzing the research.

MY ROLE

Solo project UX researcher & designer

MY GOALS

Reward users

Create new revenue

Attract new users

Make a prototype

TOOLS

Pencil & paper

Illustrator

Photoshop

Sketch

InVision

DESIGN METHODS

How-Might-We

Journey mapping

Task analysis

Storyboarding

Prototyping

MY PROCESS

Process

WHAT I DID

MY PATH

Udacity offers demo materials for students who wish to move along faster in the course.

Course Path

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.

What’s the Problem?

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.

Figure 1 Most important challenges

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.

User Journey
Figure 2 User journey, challenges, and target area

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.

Ideas

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:

Enterprise Rent-A-Car

I liked how quick they got to renting a vehicle and left the non-essentials at the bottom.

  • Vehicles on top draw interest
  • Simple reservation scheme
Enterprise

Amazon

I like how efficient everything is.

  • Easy checkout navigation
  • Personalized items
  • Fast reorder of past purchases
Amazon

Blue Apron

The current and upcoming deliveries gave me an idea about showing scooters that were available now and coming soon to a lot near you.

Blue Apron

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.

Figure 3 My scooter advantage concept

The sketches show how users benefit from renting a scooter beyond just everyday transportation:

Scooters for fun!

Parties
Off-roading
Family outings

Scooters for business

Loaners
Deliveries
Resale

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!

Expensive parking...

Rent a scooter and save money!

Congested roadways...

Rent a scooter and avoid traffic!

What I Learned:

Sketching is a great way to get ideas out of my head so I can retain them better.

Story Time

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.

Figure 4 The Task-Maker demo concept

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.

Figure 5 User flow map

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:

The storyboard then combines the concepts with the user flow map. I drew each cell to provide a high level overview of the path that the user would take and turned it into a consistent story that I can later turn into a prototype.

1. Searches for a ride
2. Finds our landing page
3. Customizes scooter
4. Picks tasks
5. Signs on to finalize
6. Easy riding in the city!

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.

Let’s Build It!

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.

Select a scooter
Pick a task
Ride and redeem reward
Figure 6. Key prototype screens

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:

SCOOTER DETAIL

This screen helps users avoid renting a scooter that is beyond their skill level.

Figure 7. Scooter detail segue

Showing the details of the selected scooter in this simple overlay encourages safe driving, which lowers insurance rates, and saves the company money.

The next segue tries to motivate users to complete a task:

SPECIAL OFFER

This screen shows what reward is being offered before picking a task.

Figure 8. Special offer segue

The modal pop-up is a great way to get inactive customers back on the app, and get current customers to feel like they’re getting something exclusive!

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.

Testing Ideas

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.

Lessons Learned

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.

Outcomes