Designing a better future

for transportation

Lyft is the fastest growing rideshare & bikeshare company in the U.S. and is available to 95% of the US population as well as in Ontario, Canada. Lyft is committed to create frictionless cities around the world. 

The company acquired Motivate in 2018 which made Lyft the biggest bikeshare company in the US. Due to this big change, all the bikeshare systems that Motivate owned now fall under Lyft. There are 9 bikeshare systems (Divvy, Bay Wheels, Citi Bike NY, Citi Bike NJ, Capital Bikeshare, Nice Ride, CoGo, Biketown, and Blue Bikes) which have their own apps and branding. To better align Lyft's mission, design, and branding, these apps need to get redesigned and also be added to the Lyft app. 

MY ROLE

Product Designer

  • Tools (prototyping, wire-framing) 
    Sketch, InVision & Adobe Illustrator

 

 

User Researcher

  • Compiled user research from a beta product

  • Researched top competitors

  • Focused on 'the why' of the product 

Research

Interviews, maps,
user empathy, ideation

Prototype

Wireframes, maps,

UX, InVision

Design

UI, layout, color palette,

style guide

User stories & pain points

Based on the personas and research, I created the three following user stories that would inform the user flow and features for the design screens. The user stories helped me to understand user motivation and desired outcomes.

 Situation       Motivation      Outcome 

 

  1. When I'm commuting, I want to set up everything as quick as possible, so I can just be on my way.
     

  2. When going on the Lyft app, I get redirected to a different app and experience depending on city that takes forever, and causes confusion.
     

  3. As soon as I start biking, I want to be able to know how long it takes to my destination, so I don't waste my time.

Identifying needs & prioritization

 

I worked on a brand audit for each bikeshare system, and prioritized each pain point based on its importance to the user as well as its importance to the business model. My assumptions of the importance to users were based on the user personas created and research which consisted of existing and potential users. Having a consistent design throughout all the apps and Lyft will create a more seamless experience. 

Defining the problem
 

I decided to tackle the three pain points that were important to the users, and redefined them below.

  1. Users want a quick, and efficient way to get started.

  2. The experiences on each app are inconsistent which isn't a good UX.

  3. To better align the company's needs, the apps must fall in-line with Lyft's app.

User flows

I also created user flows using each persona's on-boarding experience, and show where they align. 

Prototyping & Validation

Using Sketch to create Hi-Fi mockups of my proposed solutions, and InVision to create a digital prototype, I tested the prototype with 5 people that participated in the research at the beginning. Insights from the validation test led me to reiterate one of the screens. Below are the Hi-Fi mockups of my final solutions based on the results of the user testing before and after implementing my design solutions. This project is still in the works, and is subject to change.

Work In Progress Screens

This project is still in the works. These are ideas I'm bringing to the table during the brand audit we're doing to better align all bikeshare apps & Lyft! This was a great start to continue a seamless experience.

© 2020 Gigi Mostafa