BERYMO APP
Building a human-centric mobile app to connect riders, drivers and places and designing a unique dashboard
MOBILE DESIGN & DASHBOARD DESIGN
2019
STARTUP B2C
COMPANY
Berymo
ROLE
UX/UI Designer
IMPACT
1000 rides in 1st month
What is Berymo?
Berymo is a reimagining of the current rideshare model. The goal was build a product that offered unique mobility services that would connect local restaurants and bars to their customers. By partnering with local restaurants, cafes and pubs and offering our users free rides, we hoped to reduce the amount of DUI-related injuries and costs in communities.
Project Goals
Project goals and KPIs were mapped out before the project began in order to maintain a clear strategy and facilitate successful solution tracking.
Intuitive UI for rider-driver interaction
Seamless and Secure Check-In
Useful Dashboard for Restaurants
Market Research
Navigating trends and challenges
11,654
Number of people who died in alcohol-impaired driving traffic accidents in 2020
Source:National Highway Traffic Safety Administration
18 out of 25
Number of interview participants who confirmed they would like to go out to eat more if not for lack of cost-effective transportation
Source: Berymo Survey
15% - 28%
Average profit margin for wine, spirits, and beer for restaurants compared to just 3-5% for food items.
Source: National Restaurant Association
44 out of 50
Number of Uber and Lyft drivers surveyed responding that they often have to accept a ride >30 miles away and don't recoup the costs
Source: Berymo Survey
looking for opportunity
Identifying potential for innovation
Trip Cost
Berymo can offer unique transportation services to its customers
Package Delivery
Berymo offers package delivery to connect its users and last mile delivery for small businesses at an affordable price point
Driver Quality
Safety is a core aspect of the Berymo product and does a thorough background check of all of its drivers
CONCEPTUALIZATION
After a thorough understanding of the current rideshare model and its flaws, user stories and user flows were created detailing the user journey for the ider-driver interaction and the restaurant partners
Use Cases
A BUSINESS AND SOCIAL PROBLEM
Berymo is meant to disrupt the current rideshare market. It has the potential to be a more efficient, more cost-effective, and more environmentally friendly model.
RIDE SCHEDULING
COMMUNAL PICKUP LOCATIONS
MARKETING OPPORTUNITIES
CONTROL CUSTOMER FLOW
Metrics for Success
An overview of the KPIs defined pre-design to measure if the proposed design solution was successful at each stage of the product lifecycle.
Task Success Rate
Increase NPS of Restaurant Dashboard
Decrease Support Tickets
Low fidelity explorations
I started the designs by sketching important user flows. I took inspiration from other rideshare apps and added features that were unique to the business.
Mid fidelity explorations and usability tests
I explored different user experience flows in Figma for the inviting a friend to the app feature and adding a friend to your ride. I wanted to ensure that the entry point into this flow was seamless, but also not feel promotional or gimmicky. After creating some medium fidelity mockups, I conducted usability tests with some potential users.
Exploration 1: Entry point from home screen
Pros: High visibility. Users are familiar with this flow
Cons: Without a referral bonus, it feels promotional. It could lose users' trust and be annoying if it's the first thing the user sees upon the home screen.
Test Results: Users were familiar with this experience and were able to add their contacts easily
Exploration 2: Entry point from ride request screen
Pros: Inside of the ride request flow, doesn't feel promotional
Cons: Too many buttons on the screen, user can become confused
Test Results: Users experienced a relatively high misclick rate and were observed clicking the larger button first
Exploration 3: Entry point from popup modal in request a ride flow (chosen flow)
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Pros: Inside of the ride request flow, doesn't feel promotional, ride request screen doesn't feel crowded with too many buttons
Cons: several screens to click thru to finish task
Test Results: Users completed the task successfully without much confusion
High fidelity solution
After the testing was completed, the final designs were completed
Adding notifications about ride status for rider ease-of-mind
From insights and data gathered through our usability tests, it was understood how important it is to continuously update our riders about the status of their ride.
Request and Confirm
Wait for Driver
Arriving Soon
Meet Driver
Adding features to insure driver quality and promote rider safety
From insights and data gathered through online user surveys, it was understood how important it is to constantly uphold the quality of drivers and implement a system to hold drivers accountable.
Driver Ratings ensure driver quality and hold drivers accountable
Riders can file a report or complaint from their ride history
An actionable dashboard for the unique needs of unique users
From talking to our restaurant partners, I learned what was important to them when it comes to a dashboard. They wanted a place to easily input their restaurant's data, monitor their KPIs and control customer inflow.
Value of Design: From previous iterations, we were able to increase NPS by 40%.
Relevant Insights
Useful information placed on top to provide a quick summary of what is important
Business Monitoring
Scannable earnings overview provides a quick snapshot of the businesses performance and a dropdown filter allows business to monitor performance in different time scales. Easily monitor availability for the day to make adjustments in the future
Actionable Information
Transactions and customer status color coded to make visually emphasized so restaurant can take action
Creating a secure and seamless check-in expereince
After listening and building relationships with restaurant owners and staff, it was learned that a QR code was the best solution that provided the most security and the least amount of disruption to their day-to-day operations compared to a photo or in-app based solution.
Value of Design: Increased task success rate by 15%.
Check in reminder
QR code confirmation camera view
Key Learnings and Takeaways
Always test your design hypothesis with target users. You most likely will discover a key insight you did not think of.
Don't jump straight into a solution. Often times, taking the extra time to conduct more user interviews will lead to new insights.
During the design process, stay in constant contact with key stakeholders to better inform your design decisions.
