Divvy Bikes
UX/UI Designer
We created an app for Divvy bikes, a bike sharing program in Chicago which would encourage new users to join, enhance their experience and reward existing bike riders.
RESEARCH
WHO ARE THE USERS and what do they think?
Observing and talking to Divvy riders
Interviewing potential Divvy bikers
We even tried them out themselves
Existing Divvy Users
“Biking is the fastest way to get from A to B”
“I like riding my Divvy”
“I have to use multiple apps to get what I need”
Potential Divvy Users
“I think it would be fun to take a Divvy ”
“What I’m worried about is getting to where I want to be on time.”
“Really scary and very busy. Very scared about getting hit by a car...”
First time Divvy Users
“He (a friend) got me on the bike. I’d rather to ride with other people than by myself…”
“Another rider helped and showed me where to go ”
Secondary research led us to find existing data on types of bikers in big cities. This matched with our data that a lot of people would like to ride they're bike but are "concerned", mainly about safety but also knowing where to go.
The four personas
To help us ideate, we created four personas based on our research who varied in confidence levels, from the least confident, to the most confident and started to see potential for an app that could work for them all.
OPPORTUNITY
CONNECT THE MOST CONCERNED WITH THE MOST CONFIDENT
Streamline the experience FOR CurRENT Divvy Users
THE SOLUTION
One Seamless app
DESIGNING FOR THE EXTREME USER
Our user, Jane, represents the most concerned of the people we interviewed. She'd like to ride a Divvy but she's scared. In order to get her on a bike, we had to do more than tell her about the safety of the bike to build her confidence.
So I generated a user journey and asked at every point: "Is this enough?"
Her story starts withs an email suggesting she joins Divvy in order to track her routes, keep fit and save money at work. The email guides her to read about the bike share program and the safer options for routing on the website.
Setting up a profile would be the next step, allowing her to set her favorite routes and see how much she could track, She even sets up a profile online and downlaods the app with the intention of getting on a bike.
But years of fear means despite her intention, seeing bike lanes mapped out and content about safety isn't enough to convince her to actually make the decision to take a bike home from work.
It isn't until she's prompted about the 'trailblazer' function, where she can ride with someone more experienced, that she switches the function on and sees an experienced rider going her way. She commits.
This would be where Jane's and Bjorn's stories connect, he gets points for the journey he's taken with Jane, increasing his 'Trailblazer' status and giving him more reasons to help out less confident bikers, plus the more confident other bikers are, the less annoying for him.
The Next Step
It seems like smart watches were made for GPS when you can't use your hands, so I'd like to incorporate the app into a smart watch design which would make wayfinding easier for all bikers.
