Driver’s throughout the UK are using various methods to capture business mileage, from logbooks and written notes to excel spreadsheets and google maps. These methods are both time-consuming and often not accurate - trips are easily missed or distances are not measured correctly, so the driver’s are not able to claim the full amount. To make Autotrip’s product more accessible to driver’s facing these problems, a mobile app version of their SAAS platform & GPS tracking device needed to be developed to meet business goals of increasing subscription signups.
Firstly I applied Human-Centered Design and Lean UX Design Thinking processes to make sure that my design decisions were supported by research and feedback from drivers and key stakeholders within the business.
I created a set of design principles to define and communicate the key characteristics of the product to a wide variety of stakeholders and team members. Design principles articulate the fundamental goals that all decisions can be measured against and thereby keep the pieces of a project moving toward an integrated whole.“Instead of relying on gatekeepers to keep a high quality bar, better to instead that everyone gets to agreement on a smaller set of guiding values, so that decisions get made in a consistent manner” - Julie Zhou, VP Product Design at Facebook
Universal - The experience is accessible and usable by as many people as possible, from beginner to expert.
Consistent - We anchor the audience in our world, creating trustworthy and transparent experiences that connect and support each other.
Unique - We use a unique tone of voice, a bold design language and motion to create an experience that is our own.
Simple - The experience is simple and clean, avoiding complexity and requiring minimal engagement.
Building Personas & Empathy Maps
During internal workshop sessions, I created personas and empathy maps, helping the team visualise the main types of drivers and sharing an understanding of their emotions and pain points. By building empathy we all start to understand the driver’s behavior, identifying problems we need to solve and guide us to meaningful innovation. As the project progresses I revise and adjust the personas and empathy maps based on actual research data.
Identify the problem and driver needs
Together with key stakeholders, I created the survey with questions to identify driver patterns, pain points and what an ideal solution would do for them. From the data, I was able to identify key insights which I presented, as a story, to stakeholders and the team. This highlighted key topics of functionality needed to build an MVP product and possible future functionalities which could be added.
From the quantitative survey results, I was able to verify our key personas and identify driver key pain points:
- Losing receipts
- Manually having to do the entire process
- Easily forgetting to log a trip
- Trips are often logged inaccurately
- Missing report submission deadlines
- Not getting refunded on time
Other key points were identified and added to a list of possible new features after the MVP:
- Listing petrol stations and updated fuel rates
- Linking the driver’s card details to retrieve expenses and receive claim payments
- Submitting claims to popular accounting and expensing systems
- Find the most economical and least congested route, with directions and estimate journey time
I then developed various scenarios to focus on the driver's "jobs to be done":
How might we help Luke, a small retail business owner, easily submit submit his mileage claims to accounts each month before his claim deadline so he can get paid on time?
How might we help Sarah, a project manager in the construction industry, automate the entire process of accurately logging all business trips to submitting claims on time?
How might we help Jake, an IT consultant, better manage all his mileage expenses and receipts so that he has everything is one place?
I then setup an internal workshop with key stakeholders to map out a high level overview of the user journey, key functional modules and app architecture based on the driver's "jobs to be done". This would be used to build a low fidelity interactive demo for further testing and feedback with drivers.
Prototyping & Validation
Together with the team we identified popular tracking apps and highlighted key functionalities that make a great experience eg: Strava segments, Google maps timelines. Competitor analysis was also used to benchmark how we compare and what we could do to improve our own experience.
During the session I created low fedility wireframes and thereafter built an interactive version which was sent on to 10 users for further testing and feedback.
High Fidelity Mockups, Design Library & Further Validation
Once feedback was gathered, I moved onto designing the high fidelity wireframes and setting up the design library. This would be the final process before sending on for further user testing and iterations on the high fidelity designs. Once all feedback was gathered, changes were made to the designs and then sent onto engineering for development.
Visual design trends used as reference
Design library for a consistent interface on all platforms
High fidelity interactive wireframes built using Adobe XD
Setting design principles and ensuring the correct design processes are carried out will lead to a better end product - Understand the user, their frustrations and problems, create non-technical scenarios of their jobs to be done. Then brainstorm with the team by starting with "How might we..." questions. Finally build an mvp to test assumptions and iterate based on feedback. By following this process helps to not overload the app with too many unnecessary features, creating a simpler experience and a happier driver!