I joined Lime as the very FIRST full-time product designer, my first year with Lime user facing product are all about building a minimum friction user friendly mobile app, leverage the impact of a multifunction platform and fast-growing customer base.
The product achieved 30x growth in app store review, and a 600%+ growth in the user base. How we did it? I'll share two stories with you.
Fun fact: how Lime users are using our bikes
Story 1: Rate my ride
We used to have less than 1k app store reviews, and until May 19, 2018, we have more than 128k reviews (FYI, Airbnb has 136k reviews, Bird has 126k). How we achieved hundred times growth? The answer is the strategic placement of Apple's native rating prompt. Before this native solution existed, we had to take users to the App Store to rate. Now with Apple’s solution, users can tap the rating they want, tap submit, and they’re done!
This solution sounds simple and brilliant, but we need to consider our customer base. Where is the right timing we show this prompt that will allow users to engage with it in a positive way? After several round user tests, we quickly iterated on the design and decided to create a dedicated in app rate my ride feature to connect with Apple's native rating prompt. Below is the basic flow logic:
The feedbacks we are collecting are way more than our expectation. We got totally 430k in app ratings, and more than 300k are 5 star rating. The 1 - 4 star ratings are basically focus on hardware issues. So, we are optimizing our report broken vehicle user flow now.
Story 2: New user onboarding experience
As I mentioned before, our ideal goal is to make the app none friction. The first time user experience is the most important, though most challenging part throughout the entire app. Our onboarding definition is a little bit complicated than the majority of other apps: signup -> ask permission -> explore map -> scan to ride -> in ride -> finish first ride.
To reduce as much friction as we could, we get rid of the 5 screens walkthrough tutorial, reduced to one screen simple tutorial and hide it in the right top corner of signup screen. A swipe-through walkthrough/tutorial is almost standard for the industry today, but it literally blocking users from using our product right away (Luke feels the exact same way as I thought). I believe we can reduce any friction on a user's journey by following a simple rule: "show less, provide more."
Another huge change I made is getting rid of password. I deeply researched all the major travel apps, but they all using email and password to register, and then ask phone number afterwards. But I feel like that is an extra step for users and definitely add friction for the onboarding process.Not to mention if you forgot password afterwards. Therefore, I remove this unnecessary information for our new onboarding flow (users can still input their email at settings screen). Below is our current onboading flow:
Improve broken vehicle experience (in progress)
Currently, our biggest pain point is broken vehicle, which significantly undermining the consumer satisfaction. Therefore, decrease the user stickiness. From the rate my ride result, more than 80% 1-4 star rating caused by broken vehicle. (battery, throttle, brake, tire and etc.) And 67% trip refund CSR tickets reason is broken vehicle.
To improve the overall customer satisfaction, we are exploring redesign the report broken vehicle flow and help section. Below is our current user journey:
We are still calculating the retention rate for using broken vehicle user. But one of my solution is using ChatBot to auto-refund user who has a bad ride experience. Below is the early stage concept design: