Concept app for car sharing services
Car Sharing - An Alternative to Car Rental
Car sharing is a type of car rental where individuals rent cars for short periods of time, often by the hour. This service is not new in Israel but the market is occupied by 2 main competitors focusing on 1 or 2 cities. Shlomo Sixt, being one of the largest car rental companies in the country, wanted to seize the opportunity in penetrating a non-saturated market and upgrade the available car sharing supply from 1 city to country-wide.
The company wanted to initiate the project by creating the end-user application where drivers can locate nearby cars, book them and even unlock the vehicle using the application itself. We started by mapping out the market, analyzing the competitors and target audience so we can get a better understanding of the client's needs and the added values obtained by the competitors.
I was hired as a sub-contractor of the tech company which was in charge of the project. My role was to present a concept app.
We have conducted a competitors analysis on the only 2 existing competitors within the Israeli car sharing market.
The main focus of our search was on the following
UX & UI Analysis - How intuitive the competitors' application is? Did we fully understand the navigation method and what was expected of us as users to do?
Functionalities - Does the competitor allow various functionality that is crucial to users when using car sharing services?
Price - What is the business module of the competitors and how are their services priced
Added Values - We have compared our added values to the competitors' which could also be used as a feasibility test
Locations - In which locations is the service available? In what cities is the service demanded?
Based on the market analysis done by the client, we generated a few persona cards demonstrating the characteristics of the market we would like to target. We referred to them throughout the entire wireframes development process.
We've divided the market to 3 main types of people -
Working Individuals - Individuals who need to get to meetings out of office and don't own a vehicle / cannot or not wishing to move their vehicle from its parking spot
Young Crowd - Individuals who do not own a vehicle and need to get to places infrequently
Tourists - Individuals who travel to Israel and don't have the need for a rental car but still need transportation every now and then
When creating the wireframes we took into the account all 3 types of users when our main focus was on people who do not own a vehicle and need a transportation solution often
To understand how customers find and interact with the service, we created a Customer Journey Map which focuses mostly on the functionality we need to develop to support each step the user goes through. When in such a non-saturated market, with very little big players, the company has to focus on a state of the art user experience and vast functionality to support such experience.
The journey map helped us identify the major pain points when booking a rental car and pre resolve them by drafting various technological solutions for each point. Moreover, it helped us anticipate user's expectations and wireframe accordingly.
I usually start the design process with low fidelity sketches. This is the way I iterate through many design options quickly.
Before moving onto creating the wireframes on my laptop, I sketch out the main wireframe to make sure we have all functional specifications covered. Usually it takes about 2-3 drafts and lots of blank sheets of paper to get it right.
While sketching, my main focus was on the 2 very distinct stages the user goes through - Pre booking and while enroute, each with their own set of needs and goals,
When creating the wireframes our main goal was to create a very intuitive UX with a very low learning curve. The navigation method used is innovative but well known (such as the side swipe, thanks Tinder).
We wanted to allow a simple search and a quick booking process by minimizing the amount of steps a user would have to take before renting the vehicle. Alongside that, we wanted to allow a booking without having to open an account but by still providing the necessary information by the user.
It took us about 3 rounds of draft to maximize the UX and finalize the wireframes before proceeding to UI design.
See the full project
Click the screen to see all the clickable points (appear in blue). Navigate through all the wireframes easily