Mobile First Case Study: Silvercar

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    17-Aug-2014
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    Design

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BigD Design Conference: 2013 Take an in-depth look at the mobile first approach used to design Silvercar, a new rental car company that caters to business travelers. From conceptual research through launching 200 Audi A4s at Dallas-Fort Worth Airport in just six months, you'll learn how designing "mobile first" can drive a successful project forward--fast!

Transcript of Mobile First Case Study: Silvercar

  • MOBILE FIRST The Key to Better Car Rental Experience
  • Hello, My Name Is: MOBILE FIRST 2
  • Mobile First Case Study : Silvercar Silvercar engaged my team to design their digital experience MOBILE FIRST Objective Reimagine Car Rental for Business Travelers 3
  • Silvercar arrival in suite Create an easy booking experience, web, mobile or kiosk MOBILE FIRST 4
  • silvercar booking Skip the lines, skip the people, skip the paperwork MOBILE FIRST 5
  • Silvercar pick up MOBILE FIRST Walk out to a lot full of silver Audi A4s 6
  • Scan the code to unlock any car MOBILE FIRST 7
  • silvercar drive Sync your phone MOBILE FIRST 8
  • silvercar drive Enjoy the drive MOBILE FIRST 9
  • The Plan Like most start-ups, their timeline was aggressive, possibly crazy AUG 2012 MOBILE FIRST SEP 2012 OCT 2012 Timeline Six months until opening at the DFW airport NOV 2012 DEC 2012 JAN 2013 10
  • The Plan Like most start-ups, their timeline was aggressive, possibly crazy UX Research MOBILE FIRST Mobile Apps Web & Kiosk Timeline Six months until opening at the DFW airport Mobile Launch Web Launch Silvercar Grand Opening 10
  • UX Research : Field Study 2 hour in home interviews with 12 carefully screened business travelers Research techniques included story mapping and show & tell MOBILE FIRST Week 1 11
  • UX Research : Concept Validation Once we captured their travel stories , we zeroed in on the car rental experience and used a set of story boards to communicate the Silvercar vision MOBILE FIRST Week 1 12
  • UX Research : Early Findings Some of the pain points we expected werent applicable for business travelers But there were other pain points we could roll into our UX Strategy Gold Club Board- Good! MOBILE FIRST Board failure- Bad! Week 1 Shuttle- Very Bad!! 13
  • Personas Week 2 From the research, we identified the primary personas Evelyn Expert Traveler MOBILE FIRST Gary Gregarious Traveler Victor Vacation Traveler Brandon Basic Traveler 14
  • Personas Week 2 From the research, we identified the primary personas ...and then prioritized them 1 2 Evelyn Expert Traveler Gary Gregarious Traveler MOBILE FIRST 4 Victor Vacation Traveler 3 Brandon Basic Traveler 14
  • CX Maps It was immediately apparent we had to design a cross channel experience and not assume that travelers would engage with just a single channel MOBILE FIRST Week 3-4 15
  • CX Maps Before we were engaged, the Silvercar team had already drafted a CX Map: MOBILE FIRST Week 3-4 16
  • CX Maps Before we were engaged, the Silvercar team had already drafted a CX Map: Week 3-4 But it outlined all the possible steps, instead of looking at discreet flows across channels MOBILE FIRST 16
  • Mapping the Customer Experience Reserve Pre-Trip Pick Up Drive Return Post Trip Week 3-4 We needed to map the experience for each persona across channels to ensure the transitions would be seamless MOBILE FIRST 17
  • Design Principles Once we prioritized the personas and mapped the new workflow models, we identified a set design principles to guide our next phase of design: Provide a sense of control MOBILE FIRST Align with existing habits Participate in orchestration 18
  • Methodology : Mobile First Design Executive team was already thinking Mobile First (Strategy) Some of the key dierentiators for reimagining car rental were dependent on mobile capabilities Technical team was already doing Mobile First (Development) The native apps had to be submitted to the app stores well before the web site needed to launch, so their architecture and services were driven by the native app requirements Mobile was the critical channel Although customers will transition between various channels during their Silvercar experience, mobile is the critical channel for a smooth pick-up experience This was brand new product We could start small and scale up, instead of adapting an existing web site MOBILE FIRST 19
  • The Many Faces of Mobile First Strategy DESIGN MOBILE FIRST http://bradfrostweb.com/blog/mobile/the-many-faces-of-mobile-first/ 20
  • The Many Faces of Mobile First Strategy Design DESIGN MOBILE FIRST http://bradfrostweb.com/blog/mobile/the-many-faces-of-mobile-first/ 20
  • The Many Faces of Mobile First Strategy Design Development MOBILE FIRST DESIGN http://bradfrostweb.com/blog/mobile/the-many-faces-of-mobile-first/ 20
  • Mobile First Design = Only RWD It works well for RWD and native app projects MOBILE FIRST 21
  • The Project Plan We hoped taking mobile first approach would help us meet our tight deadlines Week 5 6 7 8 9 10 11 12 13 14 iPhone lo-fi prototype test hi-fi comps production assets lo-fi prototype test hi-fi comps production assets 16 17 18+ dev support... Android 15 dev support... Web Kiosk MOBILE FIRST lo-fi prototype lo-fi prototype test hi-fi comps assets dev support... test hi-fi comps production assets dev support... 22
  • Mobile First : UX Design By prioritizing of the mobile experience (and mobile user expectations) we honed in on just the essential steps required for reserving, picking up and returning the car. We skipped detailed documents in favor of whiteboards and photos. MOBILE FIRST Week 5 23
  • Mobile First : UI Design for iOS Then we knocked out the iPhone wireframes in Keynote. MOBILE FIRST Week 6 24
  • Mobile First : UI Design for iOS Then we knocked out the iPhone wireframes in Keynote. Why in the world did we pick Keynote for designing and prototyping? MOBILE FIRST Week 6 24
  • Prototyping Set Back Wed previously had great success prototyping iPad apps with Keynote Week of Hell But you cant run Keynote in portrait mode on an iPhone, so we were up all night converting the prototypes to InVision MOBILE FIRST 25
  • User Testing Our iOS test participants were comfortable with the lo-fi prototypes and we were able to test the flows as well as the custom controls we were considering MOBILE FIRST Week 7 26
  • Change in Plans We originally planned to design the native iPhone and Android in parallel, but bumped Android out a bit so we could leverage our iPhone test results. Week 8 There was also some ramp up on how to design for the recently released JellyBean OS. The Android developer at Silvercar, Daniel, was a great resource, and really helped the push experience to be Android friendly. MOBILE FIRST 27
  • Android Wireframe, Prototype, & Testing Week 8 We designed for JellyBean which wasnt released yet. Our participants were used to an older version of the Android OS. Our test results indicated some usability issues with the new Android actionbar. We decided to follow the Android design guidelines anyway, anticipating users would adapt to the new actionbar once they started using it on a daily basis. MOBILE FIRST 28
  • In The Meantime... MOBILE FIRST http://redearthdesigns.com/blog/2013/6/4/silvercar-an-award-winning-retail-space 29
  • In The Meantime... MOBILE FIRST http://redearthdesigns.com/blog/2013/6/4/silvercar-an-award-winning-retail-space 29
  • In The Meantime... MOBILE FIRST http://redearthdesigns.com/blog/2013/6/4/silvercar-an-award-winning-retail-space 29
  • In The Meantime... MOBILE FIRST http://redearthdesigns.com/blog/2013/6/4/silvercar-an-award-winning-retail-space 29
  • Visual Design : Style Tiles Our creative director leveraged the Brand Guide