Role: Lead Interaction Designer
Client: BMW & Adidas
Tools: Pen & Paper, Sketch, Framer, Invision
Methods: User Research, Rapid Prototyping, Interface Design, Animation
BMW has recently focused on creating services to improve urban mobility. With the launch of the campaign “Eat, Move, Mind,” a partnership project with Adidas, the company seeks to create a digital solution related to health and fitness.
Our team aims to solve the problem for encouraging local employees to cycle more and improve their commuting needs. . My role was to lead the end to end interaction (UX and UI) design process of the mobile application and service.
divergent research leads to convergent results
I challenged my team to engage in the literature review process to spark a dialogue on which aspect of the Eat, Move, Mind campaign we were interested in focusing on. I invited my two product managers and three engineers to discover resources such as academic papers, news articles, and other readings that could help us narrow in.
After many discussions, we all collectively decided on the “Move” segment and found rich research on the health benefits and trend of cycling in major European and Asian cities.
Through the directed storytelling technique, I interviewed commuters on their way to work to ask them about their general commute method and about their cycling behavior.
My team interviewed 50 commuters and three experts in the cycling market, HR/Health Program Managers at Tech Companies, Pedl Founder, and bike shop owners to scope the market and assess opportunity areas.
collaborating with product and engineering to uncover insights
I lead the effort of creating an affinity diagram from the interview data to include all team members in the design process. It was a great experience to involve the product managers and engineers in this part of the process because it enabled every member of the team to quickly get on the same page and create a deep understanding of the problem space to identify key insights and opportunities.
Some key insights gathered related to cycling:
- Bad weather affected cycling behavior
- Public transportation created stress during commute times
- Varying degrees of interest in cycling due to lack of bicycle ownership
- Maintenance costs factored into owning bicycle
Going back to the affinity and interview data, we also recognized that we wanted our solution to focus on occasional cyclists and non-cyclists. I lead a team brainstorming activity where I asked the team to partner up and create personas based on the data. After the entire team shared their version of their ideal persona, I consolidated the results to create one main persona.
Our target new user:
32 years old female
Account manager at Amazon
Enjoys socializing after work with colleagues and friends
initial set of wireframes focused on sign up and registration
After conducting months of qualitative research, I focused on creating a wireframes based on the following scenarios:
- Novice bicyclist is registering their first bicycle
- User sets up the first cycling challenge
- User is interested in a "mobility pass" to have alternate options to cycling
I went back to a few of the commuters who mentioned they were occasional cyclists and who were open to testing the wireframes to receive feedback.
I interviewed them using the following interaction flows:
Mobility Pass options
Reward based cycling
The main outcomes of the studies were:
Users loved the idea of having a flexible mobility pass that enabled them to use public transportation, BMW’s DriveNow ridesharing service, and a bicycle
Users wanted to earn and track points when they cycled more
Users wanted to redeem their points for Adidas branded products
users wanted to earn and track points when they cycled more
users wanted to redeem their points through challenge category
Cycle for points
Users can choose challenges, track their cycling distance and convert kms to points that can be redeemed for healthy products and fitness gear
Once you’ve completed a challenge, you can redeem the product using a voucher in-store or online.
factoring real time weather data into design decisions
Local users responded well to the flexible mobility pass concept that enabled them to use public transportation or BMW’s DriveNow ride-sharing service as an alternative to cycling.
Through our research, we were able to validate a clear entry point for users to return to the app, even if they weren't interested in cycling.
exploring secondary features in mvp
Social Component for Employees
The user can also Invite coworkers to join when they are ready to leave work and cycle. By checking the map to see which colleagues are close in distance, they can send an invitation for them to cycle from work.
creating flows to understand the existing user behavior
Refining high fidelity prototype
When I finally defined the basic flow of the app, I began to focus on the interface design and created a design pattern that could be implemented by the engineers when they were to code the React Native version of the mobile application.
I had a hugely rewarding experience during this summer project. As the only interaction designer on the team, in a foreign country where I didn’t speak the language, I learned how to voice my design decisions accurately. I was able to teach my team members about all phases of design and enable them to also contribute to the end-to-end design process along with me. I learned a ton about the product management aspect of the project, contributing to the high level strategy and partaking in important discussions about the roadmap, how the product could be scaled, and what the business value of it could be.