Modo

Car-sharing mobile & web app


Modo was the world's first English-language carshare. In a rapidly evolving industry that has seen the rise of many competitors, Modo realized the need to improve their mobile onboarding and car-booking experience.

Client:Modo Car Sharing

Type:Web & Mobile Product

Tasks:Digital branding, User testing, UX, UI, Iterative design

Over time, Modo has seen the growth of their car-sharing community, which now has very dedicated members. We were tasked with improving the user experience of their aging product, all with their members' needs in mind. The challenge would be to find solutions that would meet the needs of long-term members and expectations of new ones, who may be equally familiar with car-sharing competitors.

The overall scope included the redesign of their digital branding, website, desktop and mobile booking application. To ensure a smooth transition from a back-end perspective, the design solutions needed to be progressive from their foundational codebase.

Through workshops with their team, we heard the feedback of Modo members and learned of the inconsistencies in the booking experience. The booking experience was both cumbersome and inefficent to use.

Improving vehicle booking

UX highlights


We completed a thorough heuristics audit of Modo's product experience and connected the dots between our findings to the user feedback collected in our workshops. Within the wireframes, we focused on reducing the number of steps of the booking experience, as well as considered new forms of surfacing vehicles details during the vehicle selection process.

Vehicle features & Filtering


To give flexibility back to the user, we introduced the ability for members to search for vehicles by type and features. Users can apply their filtering preferences in addition to searching for vehicles by proximity. This solution arose from observing the large quantity of Modo vehicles.

Modo members can easily search vehicles according to vehicle features.

Vehicle Details


The vehicle details pages provides members with more specific information on their selected vehicle. This includes car model and type, features, pick-up location and directions. The ability to book the vehicle is at the members finger tips and follows the user down the page. Unavailable vehicles prompts the user to select an alternative time for booking if it doesn't match the set availability.

The action of booking a vehicle is most prominently displayed.

Post-booking Experience


In addition to improving Modo's current booking system, we recommended looking at a new area: the post-booking experience. The primary feature we focused on was rating the Modo experience once a booking was complete. This not only helps members feel heard, but also provides the Modo team real data to actively address customer service-related issues.

Modo members now have an easy means of providing feedback.

Availability & Map View


Modo's complex system of different car statuses needed to be conveyed into a straight-forward visual language within the map view. This was a UI challenge as the map needed to show a number of vehicle statuses that were immediately recognizable, all within a single search. We also sought to solve the cluttered nature of Modo's map view.

Use-cases scenerios:

show a single available vehicle

show multiple available vehicles

show a favourited available vehicle

show a favourite unavailable vehicle

show a single unavailable vehicle

show a multiple unavailable vehicles

show available and unavailable vehicles within a single location

Putting our design to the test

User Testing


With the first iteration of design mock-ups completed, it was time to take our prototype back to Modo members. Each user testing session covered both the desktop and mobile experience. Our overall objective was to observe member reactions to the new design.

All user testing data was collected and consolidated according to successes and improvements. We identified two areas where our assumptions did not align with user expectations. We revised our solutions based on a better understanding of their needs.

Browsing preferences: Vehicle filtering


The user testing revealed that not all users relied on using the map to search for vehicle availability. Some preferred to immediately browse the list format of vehicles. As a result, needed to be equally, and exclusively, efficient at conveying vehicle availability. Users who searched via the list relied on easily filtering their results, to identify favourites, from immediately available vehicles, and unavailable vehicles. Our revised solution improves the accessibility to this information.

We revised the tabs so members could view favourite, available and unavailable vehicles.

Time Preferences: Duration vs Time


Secondly, the user-testing revealed that setting a start time vs duration time was confusing and redundant. We identified these as equally viable scenarios and therefore, presented them both within our original solution. However, users preferred to set a start time and were only concerned with duration when booking a vehicle for multiple days. The revised solution allows the user to determine their start and finish in a more streamlined series of steps.

We revised the steps needed for a user to set a start and finish time so that duration was inherent.

Evolution

Iterative Product Design


Within just a few months of working with the Modo team and its members, Modo went through an evolution of changes. It saw many iterations, each striving to achieve increased efficiency and ease of vehicle booking.

In all, we were able to dissect an extensive mobile booking process into a streamlined and simplified experience.