GM Maven

@Isobar / 2018

Maven provides two types of car rental services in a single mobile app. One service is for casual short-term use -- called Car Sharing, and the other -- called Gig -- is for professional drivers working in ride-share and delivery. Reacting reflexively to rapid mobility market evolution, Maven’s product suffered from a lack of clear direction as well as feature gaps and missed opportunities. We helped the Maven team understand the two services holistically, establish a product roadmap, design some quick wins and lay the foundation for the product’s long-term evolution.

As UX Lead, I built out the Customer Journeys and Service Blueprints, led efforts on the Conceptual Designs and oversaw Detailed Designs. I also planned, recruited and ran 15 participants through user-testing for our design prototypes, allowing further design refining.

Discovery

Understanding the Big Picture

After conducting stakeholder and customer interviews, guerrilla user field research, social media review and driver interviews, I formulated detailed Service Blueprints and Customer Journeys to communicate and conceptualize service gaps and related improvements. I learned that Maven Gig’s customers (often recent immigrants) face unique challenges in technology and language, and were underserved by both regulation and financial support. I channeled these learnings into a Roadmap, setting the foundation for Conceptual and Detailed Design.

Challenges & Lessons

The tight schedule limited the scope of the discovery phase; nevertheless, our outsider’s big-picture view of the system proved very useful for the client to step back and assess the system holistically.

Customer Journey depicting the process of using a Car-Sharing service

Conceptual & Detailed Design

Designing Short and Long Term Solutions

Focusing on the feature gaps and inefficiencies uncovered during Discovery, I designed conceptual solutions through an iterative process. Some of my design solutions included dashboards and tools to help Gig drivers manage expenses, track driving, access maintenance services and monitor local ride-sharing and delivery services.

Challenges & Lessons

To address complex driver needs for a technologically limited audience, I found the best approach was starting with a simple, pared-down idea, laying a foundation and formulating a plan for future evolution.

Conceptual Design Wireframes for a dashboard and a snapshot of an expense tracker

User Testing

Testing and Refining Design Solutions

I organized and tested detailed design prototypes with 15 participants, polishing pain points, fine-tuning language, understanding conceptual models and identifying usability gaps. This resulted in several rounds of design iteration and key insights.

Challenges & Lessons

I discovered that each person used a unique mishmash of metaphors and familiar older ideas to understand the new car-sharing model. We consciously used those older terms (e.g.: “car rental”) in the design of the new onboarding screens.

A snippet from a document summarizing the results of Concept Testing

Next Steps

A system with such wide applicability relies on ease of access in many contexts. An existing textual interface such as WhatsApp or SMS are an ideal platform to build on. I am currently building a SMS-based interface for Munin (using Twilio).