Unicorn Electrics

Desktop interface UX

'Luxury electric bicycle sharing company
for high-end residential communities and luxury hotels.'

My role:

I became involved in the project as an advisor at the very early stage of them developing the digital platform that supports the bicycle-sharing operation. The brand identity has been established in other parts of the business, but no work around the user-experience has been done for their desktop software and user app. Working directly with the founder/CEO was tremendously helpful to understand their business and subsequently develop the appropriate user experience. This is currently a project in progress, with more information to come.

Product requirements:

The first important thing to establish is that hotels and residences will require distinct desktop and mobile offerings. Users of bikes at hotels will unlock bikes using their room key, while residents at gated communities will unlock bikes with a mobile app.

Starting point:

A fruitful conversation began by understanding and interrogating their existing works, in order to understand the end goal for their desktop product.

The UI looks great! The interface design follows the key elements of their branding position, and should be respected in subsequent proposals. The UX part however was missing. It is unclear looking at this prototype who it targets primarily. It does not sufficiently cater to customer-facing staff, nor to admin staff who will need the tool to conduct business analytics.

User Profile:

An user analysis was compiled to better understanding potential pain-points and priorities.

different users

Proposed user journeys:

It became clear that the interface needs to offer different experiences to cater to the needs of these different users.

> User journey for customer-facing staff
> User journey for admin
> User journey for maintenance staff

Proposal for desktop interface:

Successful UX is user-centric, and minimizes pain-points for users. The process of profiling our users and mapping out their respective experiences was fundamental in shaping the design of the desktop interface.

1. Interface for front-desk staff:

Having gathered that customer-facing staff frequently get asked about the status of bikes, when they are available, and activities on offer, the interface on opening for customer-facing staff accommodates these needs. Additionally information related to the weather, profile of the user, and pricing of activities are included on this page to help staff answer frequently-asked questions.
Additional information regarding activities on offer is 1 click away. User profiles are accessible on another page.

2. Interface for admin staff:

Business analytics tools are immediately accessible to admin staff, as they require more frequent access than customer-facing functionalities. The page on mapping out location of bikes is useful for admin to analyze where and how the bikes are used, as well as locate them in case of emergengy and malfunction.

3. Interface for maintenance staff:

Maintenance staff, who visit hotels and residences on a contractual basis will not have access to the tabs available to front-desk and admin staff. Their home page aims to be immediately useful to understand the status of these bikes, while the secondary page acts as a visual check-list of what needs to be done.