Project Overview
PBSC Bike Share is a company that allows people to rent e-bikes from stations in major cities around the world. In Toronto, Canada alone, it’s one of the most widely used bike share programs amassing over 1850 bikes, 160 stations, and 3615 docking points throughout the city. Despite its popularity, the app has a rating of 1.6 (out of 900+ reviews) due to poor user interface and usability issues.
I conducted a heuristic analysis and UI redesign of the PBSC Bike Share app. The UI redesign eliminates usability issues and clarifies the rental process for a more seamless experience.
How did I add value?
I took ownership of a design critique and mobile redesign process as part of a passion project.
Project Overview
PBSC Bike Share is a company that allows people to rent e-bikes from stations in major cities around the world. In Toronto, Canada alone, it’s one of the most widely used bike share programs amassing over 1850 bikes, 160 stations, and 3615 docking points throughout the city. Despite its popularity, the app has a rating of 1.6 (out of 900+ reviews) due to poor user interface and usability issues.
I conducted a heuristic analysis and UI redesign of the PBSC Bike Share app. The UI redesign eliminates usability issues and clarifies the rental process for a more seamless experience.
How did I add value?
I took ownership of a design critique and mobile redesign process as part of a passion project.
Timeline
Timeline
September 2022 (two weeks)
September 2022 (two weeks)
Team
Team
1 product designer (me)
1 product designer (me)
Skills
Skills
User Research
Heuristic Analysis
Branding
User Research
Heuristic Analysis
Branding
Thus, I asked…
Thus, I asked…
How might we make the mobile app more user-friendly, intuitive, and less error-prone for users?
How might we make the mobile app more user-friendly, intuitive, and less error-prone for users?
What were my research findings?
What were my research findings?
There were many complaints but based on multiple user interviews and reviews, I found the following to be the main areas of concern:
There were many complaints but based on multiple user interviews and reviews, I found the following to be the main areas of concern:
Poor understanding of payment systems
Poor understanding of payment systems
Poor understanding of payment systems
Longwinded text, hidden documents, and poor onboarding causes confusion
Longwinded text, hidden documents, and poor onboarding causes confusion
Unintuitive and inadequate context
Unintuitive and inadequate context
Unintuitive and inadequate context
Unclear to users about where to obtain bikes, how charging works, and how to use the map.
Unclear to users about where to obtain bikes, how charging works, and how to use the map.
Lacking common use cases and functions
Lacking common use cases and functions
Lacking common use cases and functions
Simple solutions such as requesting a new password or reporting issues are absent.
Simple solutions such as requesting a new password or reporting issues are absent.
Absence of resources for customer support
Absence of resources for customer support
Absence of resources for customer support
Customers are unsure how to get help or support for their needs, leading to negative reviews.
Customers are unsure how to get help or support for their needs, leading to negative reviews.
What did my heuristic analysis reveal?
What did my heuristic analysis reveal?
I understood that perhaps the reviews were biased as people tend to leave reviews from more negative experiences as opposed to positive ones. As a result, I decided to conduct a thorough heuristic analysis to more objectively assess the flaws in the design. These are the heuristics that I analyzed as they were most pertinent to this case study:
I understood that perhaps the reviews were biased as people tend to leave reviews from more negative experiences as opposed to positive ones.
As a result, I decided to conduct a thorough heuristic analysis to more objectively assess the flaws in the design. These are the heuristics that I analyzed as they were most pertinent to this case study:
Aesthetic and minimalist design
Aesthetic and minimalist design
Aesthetic and minimalist design
The content and visual design use only the essentials and any unnecessary elements are removed for clarity.
The content and visual design use only the essentials and any unnecessary elements are removed for clarity.
Flexibility and efficiency of use
Flexibility and efficiency of use
Flexibility and efficiency of use
There are shortcuts in the design to allow users to speed up the interaction and complete tasks easily.
There are shortcuts in the design to allow users to speed up the interaction and complete tasks easily.
Match in the system and real world
Match in the system and real world
Match in the system and real world
The user is able to readily understand the meaning of any terminology used in the design without any confusion.
The user is able to readily understand the meaning of any terminology used in the design without any confusion.
Evaluation Criteria
Evaluation Criteria
This is the rating scale that was used to determine the severity of the heuristic violation
This is the rating scale that was used to determine the severity of the heuristic violation
0
0
No usability problem
No usability problem
1
1
Cosmetic problem
Cosmetic problem
2
2
Minor usability problem
Minor usability problem
3
3
Major usability problem
Major usability problem
4
4
Usability disaster
Usability disaster
Suggested correction
Suggested correction
What did the heuristic analysis reveal?
What did the heuristic analysis reveal?
I understood that perhaps the reviews were biased as people tend to leave reviews from more negative experiences as opposed to positive ones. As a result, I decided to conduct a thorough heuristic analysis to more objectively assess the flaws in the design. These are the heuristics that I analyzed as they were most pertinent to this case study:
I understood that perhaps the reviews were biased as people tend to leave reviews from more negative experiences as opposed to positive ones.
As a result, I decided to conduct a thorough heuristic analysis to more objectively assess the flaws in the design. These are the heuristics that I analyzed as they were most pertinent to this case study:
Flaws in the onboarding experience
Flaws in the onboarding experience
Aesthetic and Minimalist Design
Aesthetic and Minimalist Design
1
Cosmetic problem
Cosmetic problem
Large amount of text at the forefront of the app, making the user more prone to missing important information
Large amount of text at the forefront of the app, making the user more prone to missing important information
1
Suggested correction
Suggested correction
Break up the information so some of it is available during the onboarding and some during the payment process. Summarize information with engaging visuals.
Break up the information so some of it is available during the onboarding and some during the payment process. Summarize information with engaging visuals.
Flexibility and Efficiency of Use
Flexibility and Efficiency of Use
2
Minor usability problem
Minor usability problem
Elusive app name ("PBSC") and no option to reset password, meaning users have to contact support which causes delays.
Elusive app name ("PBSC") and no option to reset password, meaning users have to contact support which causes delays.
2
Suggested correction
Suggested correction
Include a sign up page with an intuitive app name like "Bike Share Toronto," so users can find the app easily. Allow users to connect heir account with their email for sign up.
Include a sign up page with an intuitive app name like "Bike Share Toronto," so users can find the app easily. Allow users to connect heir account with their email for sign up.
Understanding the bike discovery process
Understanding the bike discovery process
Aesthetic and Minimalist Design
Aesthetic and Minimalist Design
4
Usability Disaster
Usability Disaster
Users are suggested only one station near them, even if it has no available bikes.
Users are suggested only one station near them, even if it has no available bikes.
4
Suggested correction
Suggested correction
Provide users with multiple nearby stations at the beginning and end of their route and prioritize showing stations with available e-bikes to avoid confusion.
Provide users with multiple nearby stations at the beginning and end of their route and prioritize showing stations with available e-bikes to avoid confusion.
Flexibility and Efficiency of Use
Flexibility and Efficiency of Use
2
Minor usability problem
Minor usability problem
The unlock symbol is unclear as well as the different symbols on the map which try to distinguish the different types of bike stations.
The unlock symbol is unclear as well as the different symbols on the map which try to distinguish the different types of bike stations.
2
Suggested correction
Suggested correction
Simplify the process by suggesting stations with available bikes nearby or enable a QR code to scan a bike.
Simplify the process by suggesting stations with available bikes nearby or enable a QR code to scan a bike.
Restructuring notifications and updates
Restructuring notifications and updates
Aesthetic and Minimalist Design
Aesthetic and Minimalist Design
3
Major usability problem
Major usability problem
The unlock symbol is unclear as well as the map symbols, which causes confusion in distinguishing types of bike stations.
The unlock symbol is unclear as well as the map symbols, which causes confusion in distinguishing types of bike stations.
3
Suggested correction
Suggested correction
Allow users to access all notifications under a separate tab for future reference and enable message previews so nothing is overlooked.
Allow users to access all notifications under a separate tab for future reference and enable message previews so nothing is overlooked.
What did the final solution look like?
What did the final solution look like?
Concisely summarizing the onboarding process
Concisely summarizing the onboarding process
The rental process is now a three-step breakdown after sign up. SSO login is available for those wanting to log in with social media accounts and request a new password. Once onboarding is complete, users can enable notifications for updates.
The rental process is now a three-step breakdown after sign up. SSO login is available for those wanting to log in with social media accounts and request a new password. Once onboarding is complete, users can enable notifications for updates.
Easily planning your next ride
Easily planning your next ride
Users can see all notifications on their map to ensure nothing is missed. Payment plan options are clearly listed prior to selecting a station to get started. Additionally, there is now the ability to scan for a bike by having a permanent button for accessing a QR code scanner.
Users can see all notifications on their map to ensure nothing is missed. Payment plan options are clearly listed prior to selecting a station to get started. Additionally, there is now the ability to scan for a bike by having a permanent button for accessing a QR code scanner.
Transparency with payment completion and trip progress
Transparency with payment completion and trip progress
When users select a bike plan, they can rent multiple bikes at once, add time credits in case they require it, and contact support if needed. This is all available without affecting their visibility on the map which they can now track.
When users select a bike plan, they can rent multiple bikes at once, add time credits in case they require it, and contact support if needed. This is all available without affecting their visibility on the map which they can now track.
What did I learn?
What did I learn?
As someone who's passionate about biking, this redesign project was really enjoyable. It challenged my ability to think of a creative solution that's not only aesthetically pleasing but also solved major problems for users. Since I have more time, I want to bring these solutions in front of users to get their feedback on how they enjoy this experience compared to the original one.
As someone who's passionate about biking, this redesign project was really enjoyable. It challenged my ability to think of a creative solution that's not only aesthetically pleasing but also solved major problems for users.
Since I have more time, I want to bring these solutions in front of users to get their feedback on how they enjoy this experience compared to the original one.
What can testing tell me about the solutions that I put in place?
What can testing tell me about the solutions that I put in place?
How well can users find features such as the ability to scan a bike?
How well can users find features such as the ability to scan a bike?
How easy is it for users to plan a ride and find available stations?
How easy is it for users to plan a ride and find available stations?
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© celine keomany
thanks for stopping by
© celine keomany
thanks for stopping by
© celine keomany