Edde Smart Mobility
User Experience Design for Edde Bike App
Edde is a Southeast Asian company focused on providing high-quality electric motorcycles with a full end-to-end ownership journey. They aim to make electric mobility more accessible, convenient, and affordable for the region.
User Research, Product Design, UX
Electric Smart Mobility
Edde Pvt Ltd, a startup based in Indonesia and Singapore, aimed to create an innovative bike app that simplifies the bike purchasing process for Indonesian users. As the User Experience Designer, I used the Design Thinking methodology to conduct user research, identify pain points, brainstorm solutions, and create wireframes and prototypes for the app. I led the UX design process in collaboration with the product manager, product specialist, and CEO, all of whom had extensive knowledge of the project and target customers
UX Design Process
Employing a design thinking approach, the UX design process for this project can be broken down into various stages.
Stage 1: Empathise
During this phase, I conducted user research by interviewing 12 Indonesians aged 20 to 50 years from the target market. The research assisted me in developing detailed personas that reflected their purchasing preferences, pain points, and goals. In addition, I gathered information about their thoughts, feelings, behaviors, and interactions with regard to bike purchases.
Key Insights from User Interviews
- Users faced difficulty in finding the right bike and customizing it according to their preferences.
- Lack of clear information on bike features and accessories made the decision-making process challenging.
- Users desired a seamless and secure payment process when purchasing bikes.
- Some users were concerned about the quality of bikes and the credibility of bike shops.
Stage 2: Define
Based on the research findings, I compiled a list of issues that needed to be addressed in the app design. The identified pain points and user needs formed the foundation for ideation.
Actual Problems to Solve
- Difficulty in finding the right bike: Users struggled to discover bikes that matched their specific needs and preferences.
- Lack of information on bike features and accessories: Users faced challenges in making informed decisions due to inadequate product details.
- Insecure payment process: Users desired a secure and seamless payment method for bike purchases.
- Concerns about bike quality and shop credibility: Users hesitated to buy bikes online due to doubts about product authenticity and shop credibility.
- Limited availability of eco-friendly options: Eco-conscious users found it challenging to find bikes that align with their sustainable values.
Stage 3: Ideate
In this stage, I collaborated with the team to brainstorm innovative solutions to address the identified issues and enhance the bike purchasing experience.
- User-Friendly Interface
Designing a simple and intuitive interface for easy navigation and bike selection.
- Customization Options
Allowing users to customize seat color, floorboard color, and add wraps to personalize their bikes.
- Accessories Section
Creating a dedicated section to add helmets and other accessories to the bike order.
- Secure Payment Gateway
Implementing various payment methods and ensuring a secure and seamless payment process.
- Eco-Friendly Filter
Introducing an eco-friendly filter to help users find sustainable bike options.
Stage 4: Prototype
Key Screens in the Prototype
The prototype showcased a clean and intuitive login/register screen, allowing users to effortlessly create an account or log in using their existing credentials. To prioritize security, we integrated an additional layer of authentication by implementing a one-time password (OTP) system during the registration process. This ensured a secure and seamless user experience while safeguarding user accounts from unauthorized access.
The bike shop section showcased a wide range of bikes with clear images and detailed specifications. Users could filter bikes based on their preferences, such as price range, bike type, and brand. Each bike had an “Add to Wishlist” button for users to save their favorite options
The customization screen allowed users to personalize their selected bike by choosing seat color, floorboard color, and adding wraps with a preview feature to visualize the changes. This interactive feature made the app engaging and encouraged users to explore various customizations.
In response to our research findings, we implemented a unique feature in the app – the option to customize bike wraps. By offering this feature, users can now personalize their bikes according to their cultural preferences, fostering a stronger sense of connection and identity. The research indicated that users highly appreciate the opportunity to express their individuality, and the wrapping option provides them with a sense of uniqueness and pride in their chosen bike
In the accessories section, users could browse and select helmets and other accessories to add to their bike order. We provided comprehensive descriptions and images to help users make informed choices.
Users could reserve their chosen bike, and a confirmation pop-up displayed the reservation details. This step ensured that the bike would be available for purchase when the user proceeded with the order.
Document upload Process
Recognizing the challenges users faced when purchasing a bike in Indonesia, particularly concerning paperwork, we simplified the process through our app. By streamlining the steps and minimizing the required documents, we made it more convenient for users to complete their bike purchase. The documentation requirements were tailored to the user’s residential status in Indonesia, ensuring a smoother and hassle-free experience for every user.
The payment screen offered multiple payment options, such as credit/debit cards, bank transfers, and e-wallets. To build trust, we partnered with trusted payment gateways to ensure secure transactions.
The user details screen collected essential information, including delivery address, contact details, and payment preferences. To enhance convenience, we included an option for users to save their details for future purchases.
Stage 5: Testing
To validate the design and user experience, we conducted comprehensive testing using the interactive prototype. The testing phase involved two types of testing: usability testing and user feedback surveys.
To gather valuable insights and feedback on the Edde app’s prototype, we carefully selected eight participants from our target market, each representing a different persona. These participants were tasked with specific actions, such as finding a suitable bike, customizing it, adding accessories, and completing the purchase process. The goal was to assess the app’s usability, functionality, and overall user experience.
During this testing phase, we employed the USEBERRY app, a powerful tool that allowed us to remotely collect user feedback and observations. By leveraging this app, we gained valuable insights into user interactions and pain points, enabling us to pinpoint potential bugs and areas for improvement.
The feedback obtained through USEBERRY was pivotal in refining the app’s design and enhancing its overall performance. We carefully analyzed the participants’ responses, paying close attention to their navigation patterns and user interactions.
Key Insights from Usability Testing
- Users found the app navigation intuitive and easy to understand.
- The customization feature received positive feedback for its user-friendliness.
- Participants appreciated the detailed bike specifications and accessory descriptions.
User Feedback Surveys
We also distributed feedback surveys to users after the usability testing. The surveys allowed participants to provide additional insights and suggestions for improvement.
Key Feedback Points
- A few participants requested the inclusion of a comparison feature to compare multiple bikes side by side.
- Users appreciated the secure payment options but wanted more cash-on-delivery alternatives.
- Iterative Design Improvements:
Using the valuable feedback from both usability testing and user surveys, I iterated on the app design to address the identified issues and enhance the user experience.
- Some of them suggested a Dark theme for the app
We implemented a dark theme for the app after receiving valuable feedback during usability testing. This decision was made in response to user feedback indicating a preference for a dark interface. The app was designed to detect the mobile phone’s settings and automatically apply either a dark or light theme based on the user’s phone theme to improve user experience and accommodate individual preferences. This dynamic theme adaptation ensures that users have a visually pleasing experience that corresponds to their device settings.
Launch and Post-Launch
As of now, the app has not been officially launched, but we are gearing up for its imminent release to the Indonesian public, starting in Jakarta. In the meantime, we have been utilizing the app in conjunction with the Edde ERP app for sales operations at our shops in Bali. This proactive approach has allowed us to test the app’s functionalities in real-world scenarios and ensure a smooth and seamless user experience for our customers once it is officially launched.
The prototype stage allowed us to refine the app design, ensuring a smooth and user-friendly experience for Indonesian bike buyers. By conducting usability testing and gathering user feedback, we gained valuable insights to make iterative improvements and create a robust, well-designed app that meets the needs and preferences of our diverse user personas. The user-centered approach employed throughout the UX process ensured that the Edde Bike App would provide an engaging and satisfying experience for all users, resulting in a successful product launch and positive customer feedback.