Reimagining the rideshare ecosystem
Building a human-centric mobile app to connect riders, drivers and places and designing a unique dashboard for the unique needs of the users.
berymo – CASE STUDY
Wesbite
MISSION
Berymo aims to transform the rideshare ecosystem. At its core, Berymo is a user-centric product that aims to connect customers to local restaurants, eateries and bars while reducing DUI-related harm in the community.
TIMELINE
The overall design process spanned more than a year and included market research, user interviews and surveys, usability tests, talking to people in coffee shops and train stations and creating complex information architecture.
STAKEHOLDERS
Executive, engineering and marketing teams, investors, users (drivers, riders, partner businesses).
SERVICES
User Interviews
UI/UX Design
User Testing
IMPACT
1000+ rides were given out the first month of operations during the CoVid-19 pandemic after pivoting business model to meet market needs.
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 KPI 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
The process
PHASE 1 – Market Research
Insights were collected thru user interviews and surveys and market research in order to develop a fully-fledged strategy
Market Research
IS THERE A PRODUCT-MARKET FIT?
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
Competitive Analysis
GAPS IN THE MARKET
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
The process
PHASE 2 – CONCEPTUALIZATION
After a thorough understanding of the current rideshare model and its flaws, user stories and full user flows were created detailing the full user journey
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
The process
PHASE 3: DESIGN IDEATION AND ITERATION (RIDER-DRIVER)
Many rounds of usability testing accompanied by user interviews and post-test surveys were conducted with 50+ participants to ensure the app was intuitive to use.
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 insure 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 its 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
The process
PHASE 4: ITERATING ON DESIGN SOLUTION (RESTAURANT DASHBOARD)
I wanted to design a simple and seamless interface for our restaurant partners that contained actionable insights to grow their business while minimally effecting their daily operations.
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%.
Useful 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
Metrics for Success
An overview of the KPIs defined pre-design to measure if the proposed design solution was successful
Task Success Rate
Increase NPS of Restaurant Dashboard
