oloo

Connect physical and digital experiences

During the design process, it is important to consider how users transition between their physical and digital experiences when renting and riding vehicles. By analyzing this transition, we can identify areas for smooth guidance, pain points, and opportunities within the service. This allows us to ensure that users maintain a positive experience while seamlessly switching between physical and digital interactions. By addressing these aspects, we can optimize the user experience and provide a seamless transition between the physical and digital aspects of the service.

Create a intensive experience which fit the brand style

The core value of oloo is to convey to users that it is more than just a means of transportation—it represents a philosophy of life. To achieve this, it is essential to collaborate with a brand consultant to establish the core values of the brand. Subsequently, we can extend these brand values to the entire service experience, ensuring that users directly perceive the brand's value while using the service. By integrating the brand's essence into the service, we can create a cohesive and immersive experience that aligns with oloo's philosophy and resonates with its users.

Establish the framework for the novel service

As the pioneering provider of shared dock-less e-scooter services in Taiwan, our design process for oloo goes beyond establishing a standard registration and rental process. We aim to incorporate diverse and engaging functional elements to capture users' attention. To achieve this, we need to generate innovative ideas and introduce various designed activities that will create a strong foundation for oloo. By doing so, we can establish a unique and exciting experience for users, introducing them to new and innovative elements that will provide a refreshing and novel experience.

By studying both domestic and foreign competing products in the shared services market, we gain valuable insights into the evolution of this industry. In the realm of shared transportation, we observe a wide range of application scenarios involving different types of vehicles. Through this comprehensive analysis, we gain a thorough understanding of industry trends, perspectives, service processes, user profiles, corporate social responsibility, and future development strategies. This deep understanding of the application context enables us to effectively plan and design product features that are most suitable for our users. By leveraging this knowledge, we can develop a competitive offering that meets the needs and preferences of our target audience.

After gaining a basic understanding of the shared e-scooter service through competitive product analysis and desktop research, we initiated various design activities. Firstly, we developed personas to describe user profiles, and then we utilized customer journey maps to envision the problems users might encounter and understand their priorities and concerns. Next, we organized brainstorming sessions with our team of designers, encouraging them to role-play as users and experience the service firsthand. This approach allowed us to leverage the designers' mindset to develop the foundational framework of the product while exploring more creative concepts to maximize its potential. Additionally, we evaluated the overall product framework to generate unique ideas and enhancements.

Through design activities that encourage participants to empathize with users, we fostered a collaborative environment within the oloo team to co-create the core value of the product. By incorporating users' perspectives, we ensured that their needs and preferences were at the forefront of our design process. Simultaneously, our professional team leveraged their expertise, techniques, and business considerations to co-create innovative and feasible functions that could be developed successfully. This collaborative approach allowed us to merge user-centric thinking with practical implementation, resulting in a product that meets user expectations while aligning with business goals.

Workshop Activity #1
Persona

At the beginning of the workshop, we co-created personas to describe the target users' background information, preferences, and usage habits. This approach aimed to enable workshop participants, who may not be designers themselves, to more effectively empathize with the users and gain a deeper understanding of their perspectives. By putting themselves in the users' shoes, participants were encouraged to reflect on the users' needs and expectations. In subsequent workshop activities, we sought to foster a mindset where participants could think not only from their business and technical backgrounds but also with empathy towards the users. This approach ensured that the ideas generated closely aligned with the users' needs, resulting in solutions that effectively catered to their requirements.

Workshop Activity #2
CJM Service Journey Map, to identify issues derives from pre-, mid- and post-ride and to develop an idea

After creating the user profiles, each team took on the role of users and engaged in role-playing exercises. This allowed them to gain a comprehensive understanding of the service usage scenarios, which were then listed in chronological order. By analyzing these scenarios step by step, the teams were able to identify specific needs and requirements at various touchpoints throughout the user journey. The different stages of the process led to the identification of various "How Might We" (HMW) questions, which in turn opened up opportunities to explore innovative functions that could address those HMW questions. This iterative approach enabled the teams to uncover unique insights and generate creative ideas to enhance the user experience.

Workshop Activity #3
Voting and Focusing on Product’s Core Functions

To facilitate the voting process for the ideas generated in Activity 2, the team conducted evaluations from three key perspectives: business goals, user needs, and technical feasibility. These evaluations served as a reference point for the team to prioritize ideas and establish a future development plan. The aim was to reach a consensus on the minimum viable product (MVP) function and the overall development direction of the service. By considering these three perspectives, the team ensured that the selected ideas aligned with the overarching business objectives, fulfilled user needs, and were technically feasible to implement. This comprehensive evaluation process guided the team in focusing their efforts and establishing a clear roadmap for the service's development.

Workshop Activity #4
Voting and Focusing on Product’s Development Strategies

In the final stage, we invited participants to vote and determine a clear development strategy by integrating ideas generated during the workshop, new ideas that emerged through discussions, and envisioning the future of the service. This process helped shape the direction of communication with consumers. Additionally, it allowed the team to reach a consensus on the development strategy, enabling the oloo operation team to establish a common goal to pursue. By engaging in this collaborative decision-making process, we ensured that the chosen strategy encompassed a holistic view of the ideas generated, considered future possibilities, and aligned with the team's objectives for the service.

Understand physical service process and business logic

As dock-less e-scooter services are a completely new experience for users in Taiwan, it is crucial to engage in detailed discussions with the operation team during the design phase. These discussions aim to gain a clear understanding of the service's design and intricacies. This includes aspects such as site settings and their specifications, vehicle design, drive modes, hardware specifications, riding instructions, and safety reminders. Adopting a beginner's perspective, the design process focuses on ensuring that the entire service is easily comprehensible and user-friendly. By prioritizing the user's understanding and riding experience, we can tailor the design to meet their needs and make the service intuitive and accessible.

Detailed design of APP

In addition to organizing the basic process via collaborating with the operation team, we also need to refer to the design of different shared service’s APPs, thus, we can review and check the complete process and create a complete experience. Besides, it is also the first time for the developer to developing a shared service. APP, so in the process, the design team also needs to find a abundance of reference to discussing with development team for the possibility. 

Extend brand setting into design

APP’s tone of description and style of design is derived from the oloo brand recognition system and IP design, which is proposed by brand consultant. By doing so, the users can sense oloo’s brand tone which is interesting and relaxing from different contact point.

Understanding App Usability’s Issues

Understand the issue of Usability of design proposal design as a reference per future optimization. Invite participants to rent deck-less e-scooters, find function’s portal, and observe users’ behaviors in various aspects of the app.

Get a first impression of a new brand

Gamification’s mechanism and IP characters are all new concepts. Especially, this time, we planned to let users to explore them in order to understand such topics regarding users' thoughts, feelings, and accessibility in terms of the new content.

Key Finding #01
Not understanding that not only pressing accelerator is needed while starting, but when it is moving

Regarding the operating the accelerator, it is only mentioned in manual while starting the vehicle. As a result, several users did not realize that they needed to keep pressing the accelerator until the vehicle was no longer moving forward.

Key Finding #02
The requirements for taking photos and returning the vehicle are not clear, and the photo frame is not easy to accommodate the entire Vehicle

The user is not sure from which angle to photo the vehicle in order to complete the return procedure. As the photo frame is square and the length of vehicle is very long, therefore,  when the user wants to take a photo for complete vehicle, the user shall constantly step back to a certain distance, because it is not easy to conclude entire vehicle to the photo frame.

Modification direction: Change the photo frame to a rectangle one, at the same time, add the instruction and relevant description regarding the criteria of photo taking angle of the vehicle. The rules of photo taking for retuning vehicle shall be described clearly.

Key Finding#03
Misunderstanding on the brown rectangle marking at the site, which was representing a building

User assumed that the brown cuboid was a building, and thus misunderstood that deck-less e-scooter was parked indoor. Thus, the user would access the building in order to looking for a site, and failed to find the site outdoor space at that moment.

Modification direction: use the volcano icon to refer the site, apply more distinctive visual elements so that the difference can be created against current structure and vision of the map, misunderstandings of the user can be avoided.