O Point O

Industry

Transport

Overview

O Point O is a browser-based app offering easy and efficient bike rentals on college campuses. Its standout feature is the option for long-term rentals, a service often overlooked by similar apps. With a user-friendly interface, students can quickly select, rent, and pay for bikes. An integrated map shows nearby rental spots, and an Emergency Service ensures safety and support. Ideal for hassle-free campus transit.

Design Timeline

The timeline charts a 40-day journey from concept to final prototype, beginning with foundational UX design and advancing through iterative UI refinement. It culminates in the creation of a high-fidelity prototype ready for review and testing.

Why design a bike rental app?

Market Growth and Value: The global bike rental market was valued at $2.1 billion in 2021 and is projected to reach $11.3 billion by 2031, growing at a compound annual growth rate (CAGR) of 18.5% from 2022 to 2031. This significant growth indicates a rising demand for bike rental services, offering a substantial opportunity for service improvement and expansion.["]

Impact of COVID-19: The bike rental industry experienced a notable impact due to the COVID-19 pandemic, with a reduction in ridership by 60% in the first quarter of 2020 compared to the same period in 2019. However, as people started re-assessing ground transportation options, bike rentals saw a lesser decline in usage compared to public transportation, suggesting a shift towards more isolated modes of transport like biking over shared or public transport. ["]

Operation Mode Preference: In terms of operation modes, dock-less bike rental systems are expected to dominate the market, providing ease to users by allowing them to park vehicles at multiple locations after completing their rental service. This mode reduces operating costs and offers more convenience to users, indicating a preference for flexible and accessible bike rental solutions. ["]

Navigating Campus Bike Needs

Interviewed 10 college students aged 18-24 on-campus and via Zoom.

Expected outcomes:

Identify the primary transportation challenges students face on campus.
Understand the frequency and context of bike usage among students.
Gather insights to enhance the user-friendliness of a college bike rental app.

What do students DO?

7/10 students use bikes as their main mode of transportation to navigate the campus efficiently.
6/10 students expressed they use biking not just for convenience but also as a form of exercise and environmental responsibility.

What do students WANT?

9/10 students are looking for more flexible bike rental options that accommodate long-term needs and unpredictable schedules.
8/10 students emphasized the importance of a simple, hassle-free rental process and immediate access to bikes.

Is there a disconnect between what students want in a bike rental service and what they currently experience?

The interviews revealed that while students are content with the availability of bikes, they are seeking more adaptable rental plans that align with their academic and social calendars, something that current services do not fully offer.

Additional Insight

One of the interviewed students disclosed having color blindness, which they highlighted as a significant barrier when navigating various apps.

User Persona

Michael

Age: 25
Occupation: Grad Student
Location: NYC, New York
Lifestyle: Michael is a full-time student who values efficiency, fitness, and environmental sustainability. They are active on campus and prefer biking as their primary mode of transportation. Alex is tech-savvy and relies heavily on apps for managing their daily activities.

Goals

Efficient Campus Navigation: To move around the campus swiftly and efficiently, making the most out of their busy schedule.
Health and Environmental Impact: To maintain an active lifestyle and contribute to environmental sustainability by choosing eco-friendly transportation.
Seamless User Experience: To have a bike rental experience that is straightforward, accommodating, and inclusive, minimizing disruptions in their daily life.

Frustrations

Lack of Adaptability: Current bike rental services do not offer the flexibility Alex needs, making it hard to align rentals with their academic and social commitments.
Complex Rental Processes: Complicated rental procedures and delayed access to bikes disrupt Alex's daily routine and efficiency.
App Navigation Challenges: Alex faces difficulties with app interfaces that are not designed considering users with color blindness, affecting their ability to use services effectively.

Needs

Flexible Rental Options: Alex needs a bike rental service that offers adaptable plans to accommodate their changing schedule and long-term rental needs.
Immediate Bike Access: They require a system that allows for quick and hassle-free access to bikes at any time.
Inclusive Design: As someone who navigates apps regularly, Alex appreciates interfaces that are designed with accessibility in mind, catering to users with disabilities like color blindness.

How might we design a college bike rental service that offers flexible and adaptable rental plans, aligning with students' academic and social schedules, while maintaining a simple and immediate rental process?

Brainstormed Session

For the brainstorming session, I employed the Pomodoro Technique, dedicating 25 uninterrupted minutes (one "Pomodoro") to the task, followed by a 5-minute rest period. This approach enhances focus and productivity by segmenting work into feasible intervals.

FigJam Board

Ideas that stood out

Introduce flexible payment options (e.g., by semester, monthly).
Develop an app for instant bike availability checks.
Provide customizable bikes (accessories, colors).
Introduce group rental options for clubs and organizations.
Launch a campaign to raise awareness about the benefits of biking.

Bringing the idea into design

With these clustered ideas in hand, I transitioned to the designing phase, focusing on developing user-centered solutions that address the identified needs and preferences for a more flexible and accessible bike rental service on campus.

Building on the insights

I focused primarily on how a user might want to go about renting out a bike. Two primary aspects I wanted to build this app around were Duration of Booking and Collaborative Booking options.

Are the users being able to navigate the app efficiently?

To gain deeper insights into the challenges users face while navigating the app, I implemented the first round of the usability test. This approach enabled me to uncover critical insights that guided my efforts in enhancing user experience and app functionality.

Second round of usability testing

After completing the first round of testing, I proceeded to design a high-fidelity prototype. Once that was accomplished, I conducted a second round of usability testing on the app. In this phase, as users were thinking out loud, they suggested several changes. Notably, a common suggestion emerged among three users:

Raising Awareness: A Crucial Element

O Point O's home screen is more than a tool for convenience; it represents a shared commitment to environmental improvement and the transformation of urban mobility. By renting a bike, the community of students and I become part of a movement towards sustainability, reducing carbon emissions and fostering healthier lifestyles. It underscores the impact of our collective choices, reminding us that every ride contributes to a more sustainable, eco-friendly urban landscape. Together, we're not just traveling; we're effecting change.

Designing for Accessibility: Embracing Red and Blue for Color Blind Inclusivity

In the process of designing the app, I made a conscious choice to use red and blue as the primary colors, inspired by feedback from an insightful round of interviews. Among the ten individuals interviewed, one revealed they had red-green color blindness. This prompted me to ensure the app was accessible to him and others facing similar challenges. My research uncovered that 1 in 12 men are affected by color blindness, a statistic that highlights the importance of inclusive design. Further investigation revealed that red and blue are among the colors most easily distinguished by individuals with color blindness. This knowledge guided my decision, aiming to create an app experience that is user-friendly for everyone, regardless of their color vision.

For more information on color blindness prevalence: [Color Blindness Statistics]

For insights on color perception in color blindness: [Colors and Color Blindness]

Final prototype

The final prototype of the bike rental app is a culmination of user-centered design principles, offering a seamless and intuitive experience tailored to the needs of college students. It features flexible rental plans, instant bike access, and an inclusive design that accommodates users with color blindness, ensuring that all students can navigate the app with ease and efficiency.

Run on Figma

Key Takeaways

Challenges

Identifying a unique value in the competitive bike rental market, focusing on long-term rentals for college campuses.
Ensuring user convenience, accessibility, and safety in app design.
Balancing flexibility and operational efficiency in bike rentals, with a focus on dock-less systems.

Lessons Learned

Market research is essential for innovative and user-centric services.
The importance of adaptable service models in response to external factors like the COVID-19 pandemic.
User testing is crucial for improving app functionality and usability.
Awareness and education drive user engagement and support sustainable transportation.
Inclusive design, such as considering color blindness, enhances accessibility and user experience.