Designing a better future

for transportation

Lyft is the fastest growing ride share & bike share 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. Bike share is the newest line of business at Lyft, so there’s been a lot of work going into it since the acquisition. The company acquired Motivate in 2018 which made Lyft the biggest bike share company in North America. 

  • Align all bike share apps with Lyft's mission, design, and messaging.

  • Create component libraries, and style guides for these designs.

  • Make sure that this cuts down on tech time.

MY ROLE

Product Designer

  • Tools (prototyping, wire-framing) 
    Figma, Sketch, Abstract and InVision

 

 

User Researcher

  • Compiled user research from a beta product

  • Competitor audits

  • Hosted usability studies with insights team (UT.com and in-person IDI sessions)

  • Worked with analytics team to look at data

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Research & Discovery


To understand what needs to get improved, what touch points they apps have in common, the difference between each and what improvements can additionally be made, I audited the bike share apps. After auditing the experiences, the product team worked closely with the data science team to host and moderate user testing through surveys and sessions to verify our theories, how to approach the design process, and further understand user pain points. After narrowing down the top changes we wanted to do along with user pain points we needed to address, we came up with a list of pros and cons of the baseline product.

Pros

  • Users love to bike whether it was operated by Lyft or not, it doesn't change their behavior

  • Users believe in our product, because they believe in our product they tolerate ‘friction’ in their experience (meaning they’re open for change)

Cons

  • At a product and brand perspective, these apps aren’t unified under Lyft standards, due to inconsistency in the experience

  • Poor user experience journey from web, app, and email

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Synthesis & Defining


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.

Defining the problem

  • Users want a quick, and efficient way to get started

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

  • Users want to feel safe and know that we’ll be there to help

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.

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Ideation & Development


After the audit, we 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.

User Flows

I put together user flows using each persona's on-boarding experience, to demonstrate the touch points and where they differ.

Flow
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‍Implementation & Delivery

After going through a ton of testing we came up with the following results.

  • Users that went through the process, are more excited to use the app and the new features.
     

  • All bike share apps will be updated and templatized with minor changes and have a similar look and feel to the Lyft App.
     

  • 88% success rate migration since new app launch of Bay Wheels, Divvy, CoGo, and Capital Bikeshare to 100% users.

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The experience is faster which makes it quicker for me to start biking 🚴🏻‍♀️. – User A