JUMP

Case Study

Cycling is a passion of mine, and it inspired me to redesign of the main rider journey of an e-bike app called JUMP.
Challenge
How might we improve JUMP’s rider experience by making it safer and more intuitive to use?
My Role
UX Design, Research, Interaction Design, Prototyping, Usability testing, Visual Design
Year
2018
Timeline
1 Week
Tools
Sketch, Atomic
No items found.
Browse nearest bikes
Bike selected
Unlock bike CTA
Bike PIN
End ride instructions
Ride completed
No items found.
01

Understand

Context

For this case study, I defined a number of constraints to work within, as well as a project scope. I also outlined goals, non-goals, edge-cases, and success metrics that I wanted to think about throughout the process.

Problem Definition

Through firsthand observation, and interviews with real JUMP users, a clear picture emerged of the rider’s pain points. To name just a few:

  • Unclear handoff – the rider must switch to bike's glare-prone LCD display for unlocking instructions
  • Rider Safety – no safety information is provided at time of ride
  • Finishing – neither app nor bike display explain how to end a ride
  • Locking up – it’s unclear what you can/should lock the bike to

From the problems identified above, I drew up a problem statement:

How might we improve JUMP’s rider experience by making it safer and more intuitive to use?

Discovery

Normally, usage data plays a big role in identifying problems. For this case study, I relied on other discovery methods, including interviews, a thorough audit of the app itself, competitor research, and user personas.

Highlights

Here are a few key highlights:

  • Rider uncertainty – New users had high anxiety and uncertainty about starting and ending a ride, not knowing where it’s okay to ride and lock up the bike, and safety questions about how the electric assist works.
  • Cluttered interface – The layout of the app interface itself is cluttered and poorly organized.
  • Poor discoverability – Confusing UI choices hinder discoverability for important basic actions like finding bikes, displaying the PIN number, and getting help or reporting an issue.
  • No onboarding – Most competitors include education and onboarding woven directly into the ride journey, while JUMP did not.
  • Over-reliance on email – JUMP relies entirely on a single long-format text email for all onboarding, education, and safety. It’s safe to assume that many new users sign up only moments before starting a ride, so they would likely miss this email.
No items found.
02

Gain confidence

Ideation

I began by brainstorming ideas on post-its, and clustering them into different problems. I sketched ideas for the four major areas that would be a problem for users, particularly for the persona of Abbie. After brainstorming and sketching, I eliminated ideas that seemed impractical or out of scope.

Validate + Iterate

The ideas from my brainstorm and sketching fell into 5 broad directions. From there, I narrowed down to the 3 most interesting, all of which focused on the native app:

  • Hand-holding – One approach was heavier with hand-holding, giving focus to each step with many full-screen steps.
  • Merged steps – Another direction combined steps together for a speedier run-through.
  • Hybrid – A third approach was a hybrid of the other two.
Low fidelity prototype

I made a low-fidelity clickable prototype, and had friends and family try it out. I started each person with a goal to “complete a bike ride using the app, from start to finish,” observing how quickly they could do this.

Iteration

After the first prototype, I made several changes and quickly redesigned and rebuilt the prototype, arriving closer to a Hybrid approach. This approach appeared to work better, as it combined the best elements of the hand-holding direction with the speedy split view direction, to help focus attention during important moments of the journey.

I ran through the prototype many more times, iterating throughout, while also improving transitions between states. Finally I took it all back into Sketch to complete the final visual design work.

No items found.
03

Polish

Finished designs

Next, I moved on to visual design. JUMP bikes have a cherry-red finish, so I used this as a primary highlight color for the app.

Maps are an inherently noisy surface, so I tried to minimise visual noise in other areas of the interface. This meant using white surfaces, clean, flat buttons, simple icons, and a minimal typescale. Black buttons are default, and red buttons are used to highlight when an important action is about to occur.

Browse nearest bikes
Bike selected
Unlock bike CTA
Bike PIN
End ride instructions
Ride completed
No items found.
No items found.
04

Conclusion

Results

Any of the following outcomes would suggest that the redesign was successful:

  • More first-time riders successfully find and reserve a bike
  • More first-time riders successfully complete a ride
  • More first-time riders complete a ride without contacting support
  • More people perform bike searches after their first ride
  • More people complete a second ride
  • Decrease in average time between first ride and second ride

Firsthand user interviews would also be essential. Everyone I actually spoke to who had used the JUMP app actively disliked it, so I’d be interested to listen for a shift in attitude.

Next Steps

This case study only addressed issues with the main ride journey.

More than one real life user I spoke to described being sometimes unable to reserve a bike due to insufficient or even negative balance. I believe the next best area to tackle would therefore be the checkout / top-up flow.