MOANA
What considerations are crucial for
What considerations
are crucial for
creating a seamless offline journey?
creating a seamless offline journey?
To design a service that connects to the offline experience, it's essential to understand that users come from diverse backgrounds.
I led the complete prototyping and design of the rental car service, a pivotal early-entry model for Gmarket's reservation platform.
My Role
1. Spearheading product concept development, wireframing, and rapid prototyping.
2. Conduct iterative prototyping tests from low to high fidelity based on user research.
3. Overseeing overall design for new service launch.
Type
Native Application (IOS and Android) Mobile Web, PC
Team (32)
Project Manager AOS / IOS Engineers
Publishers, QA Team
Date
November 2022 - May 2023
7 months
Challenge
Designing experiences that transition to offline requires a deep understanding of diverse user contexts. Through iterative testing, identifying key user priorities and translating them into design solutions demanded significant insight and creativity.
Preview : The Product
The rental car home provides a convenient way
to search for cars easily and quickly.
The search results page displays
available rental cars and various options.
The Product Detail Page allows users to choose
the most convenient way to pick up the car.
The entire process after reservation manages
the offline-connected experience.
Discovery
There are two types of products we sell:
material and experiential items.
Material refers to tangible, countable products. I've designed experiences for buying and selling material goods, but in this project, 'experiential' has been redefined. Now, it covers offline activities post-purchase. For example, selling dragonflies is material, while offering insect collecting schedules with dragonflies falls under 'experiential'. We aim to create a user experience through the use of experiential items this time.
Material items
Countable
Managed independently
Delivered to the buyer
Experiential items
Establishing our first milestone.
Starting from July 2023 with the launch of our rental car service, a variety of products will be introduced. The launch of the rental car service will serve as the foundation for the subsequent reservation services.
Early Research Findings
Interview users to understand
their diverse experience preferences.
Conduct user interviews with a focus on researching diverse preferences related to the reservation experience. Include common questions to understand users' backgrounds and more specific questions for each step, categorized into three parts. These parts aim to identify challenges or preferences that occur at each stage of the entire user experience on the reservation platform, from exploration to completion of use.
Lay the foundation
for a reservation service
While conducting user surveys, I discovered platforms where users consistently had positive experiences. Therefore, I analyzed the common user experience features of these platforms and explored how we could apply them to our service.
Insight : Needs to expand of experience
To complete the main tasks, the user liked various related content that are continuously recommended to meet the user's needs.
Our goal : Enhance the Exploration
Improve the exploration process based on the main goals of each user. It can recommend a variety of products and content or just provide concise results.
Insight :Importance of Seamless Map UX
The map experience played a crucial role, emphasizing the need to provide information flexibly based on the user's main task in a given situation.
Our goal : Make a foundation
Provide options that align with the user's primary needs. Consolidate various map exploration actions into 2-3 types and incorporate them into the main user flow.
Insight : Aftercare is crucial
Most users require detailed aftercare, including specific information for urgent situations that may occur during their schedules.
Our goal : Enhance the Exploration
Analyze the situations users may encounter after payment, summarize the most essential information needed during this process, and provide it conveniently.
Vision
Design an experience-based service
that seamlessly integrates into the user's actual usage flow.
Design process1 : Exploring
What types of users are
there for rental?
There are two main types: Planner and Impromptu type.
< Impromptu user >
< Planner-type user >
Their journey maps are very different from each other.
< Impromptu user >
Usability Analysis : High tendency to rent on the day according to the situation.Tend to roughly grasp the pickup and return locations.
Key Considerations: Speed and accuracy of obtaining precise information based on the current location. Prioritizing knowing if there are rental locations nearby and if pickup/rental date changes are possible.
< Planner-type user >
Usability Analysis : Planning to confirm travel and rental plans together at least a week in advance. Planning the travel journey considering the routes of rental/pickup locations.
Key Considerations: Considering various exploration options, abundant information, and specific details about vehicle insurance, fuel condition, types, etc.
Make them to use the service
for their specific needs or purposes.
Initial prototype :
Based on the analysis of user types, I divided the exploration flow into two categories. The first one is designed for impromptu users who are looking for cars in their immediate location. After entering the dates and utilizing location information, the map will show various rental cars available near the user.
The second one is for planner users who want to organize their entire travel experience. These users consider various aspects of their travel theme, incorporating a wide range of options into their planning. Therefore, it is crucial to extend experience beyond the search cars to encompass the exploration of diverse travel products.
One is for finding,
the other is for planning a theme.
Surrounding Car Search
Can find cars in their immediate location.
Travel Theme Search
Define the desired travel direction and explore it in a planned manner.
User’s feedback
How is that prototyping from the user's perspective?
Improved Prototype
Creating another prototype including user feedback
Surrounding Car Search
Can find cars in their immediate location.
Travel Theme Search
Define the desired travel direction and explore it in a planned manner.
Feedback :
Creating an end-to-end prototype based on the first scenario, we conducted a usability test. Despite thinking that I had already incorporated user needs identified in previous user research into the prototype, the feedback highlighted certain inconvenient user experiences.
Initial Prototype
Rapidly designed based on the user research
Get feedback
from various perspectives.
1. Wouldn't the entrance feel too high for users who are trying to quickly
find nearby cars? Making it a choice could potentially act as a hurdle.
2. What happens if the user selects the time here? There might be development challenges in curating different sets of cars based on time.
3. There doesn't seem to be a noticeable difference from the regular search flow. Except for the theme filter, it appears to overlap with the Type 1 flow.
Second Prototype
Creating another prototype reflecting user feedback
1. Wouldn't the entrance feel too high for users who are trying to quickly
find nearby cars? Making it a choice could potentially act as a hurdle.
2. What happens if the user selects the time here? There might be development challenges in curating different sets of cars based on time.
3. There doesn't seem to be a noticeable difference from the regular search flow. Except for the theme filter, it appears to overlap with the Type 1 flow.
Improved prototype :
Even though every user's exploration experience is different, there were some common points they took seriously. I enhanced the prototype to seamlessly include these aspects, designing the main flow to be recognized by every user while allowing for unique exploration experiences through alternative routes. Moreover, this flow will be further developed in collaboration with the marketing department from a business perspective after the launch.
Initial Prototype
Rapidly designed based on the user research
User’s feedback
How is that prototyping from the user's perspective?
Although there are different user types,
a common essential experience is crucial.
1. Most users will start their journey through a search bar where they provide vital rental information, including location, date, and driver's license details.
2. For users planning a broader travel experience, there are alternative pages offering a more extensive array of recommendations. Within this flow, users can receive suggestions not only for rental cars but also for diverse travel products and themes.
3. Furthermore, this flow revolves around items rather than location. Users navigate based on items of interest.
1. Most users will start their journey through a search bar where they provide vital rental information, including location, date, and driver's license details.
2. For users planning a broader travel experience, there are alternative pages offering a more extensive array of recommendations. Within this flow, users can receive suggestions not only for rental cars but also for diverse travel products and themes.
3. Furthermore, this flow revolves around items rather than location. Users navigate based on items of interest.
Final Design of first step
For a quick and
easy car rental experience:
Searching for user’s desired rental car on the map is made possible.
If planning a car rental
for future travels:
Exploring rental cars aligned with the theme of trip,
along with a variety of travel packages.
Design process : Searching
What is the criteria for
motivating users to take action?
Specific cars VS Agencies
When searching for rental cars, people can be broadly divided into two categories: those who prefer to focus on specific cars and want to quickly find vehicles with their desired options, and those who prioritize reviewing rental companies for reliability, friendliness of service, and other relevant information.
Initial prototype :
On the map, there are two options: searching for nearby local rental agencies or exploring a list of available car units. Users can easily switch between these search methods using the tab at the bottom. By default, the toggle is set to search for nearby local agencies, serving as the initial option. If the user selects "car list," they can view a list of cars within the map's current screen range.
Provides two selectable options
on the map.
Searching option1 : Nearby Rentals
Searching option2 : View the list of cars
User’s feedback
How is that prototyping from the user's perspective?
Second Prototype
Creating another prototype reflecting user feedback
Searching option1 : Nearby Rentals
Searching option2 : View the list of cars
User’s feedback :
More consideration seems necessary about what information the user ultimately wants to reach. Since choosing a rental car is the main objective on the map, all information should be organized at the item(car) level. Information at the agency level may incur additional interaction costs before reaching the item. Therefore, the usability within the map should, in essence, involve selectively providing information based on the user's actions rather than directing them to choose a specific option.
Initial Prototype
Rapidly designed based on the user research
Consider the ultimate goal
the user wants to achieve on the map.
1. There are too many interaction costs. The primary goal of this map is for users to choose a car they want to rent. While information about the agency can help users find the right car, it is not a critical criterion.
2. The two main functions of each tab are not clearly separated. In the user flow, the final goals for each path appear almost identical.
3. I think that comparing prices is the most crucial action when users choose a car. However, this feature is currently only available in the 'View Car' option.
( Marketing department ) The number of cars each rental agency possesses can vary. While a branded agency may have 200 cars, a smaller agency might not even have half of that. The discrepancy in the number of cars each agency may lead to inconvenience in navigation.
Second Prototype
This is some text inside of a div block.
1. There are too many interaction costs. The primary goal of this map is for users to choose a car they want to rent. While information about the agency can help users find the right car, it is not a critical criterion.
2. The two main functions of each tab are not clearly separated. In the user flow, the final goals for each path appear almost identical.
3. I think that comparing prices is the most crucial action when users choose a car. However, this feature is currently only available in the 'View Car' option.
( Marketing department ) The number of cars each rental agency possesses can vary. While a branded agency may have 200 cars, a smaller agency might not even have half of that. The discrepancy in the number of cars each agency may lead to inconvenience in navigation.
Improved prototype :
Instead of providing users with predefined choices and guiding them through specific navigation paths, the system now naturally offers agency-focused or vehicle-specific information based on user actions. This allows users to freely change their exploration methods and choose a desired vehicle as needed.
Initial Prototype
Rapidly designed based on the user research
User’s feedback
How is that prototyping from the user's perspective?
Selectively providing information
based on the user’s actions
1. By displaying the lowest price information for vehicles offered by agencies directly on the map, the most crucial element, users can easily compare prices at a glance.
2. The displayed map balloons are provided at the agency level, allowing users to view location, lowest prices, and the available list of vehicles at a glance.
3. To view vehicles on the map without going through agency information, use the bottom sheet. Vehicle locations are easily identifiable through pin icons.
1. By displaying the lowest price information for vehicles offered by agencies directly on the map, the most crucial element, users can easily compare prices at a glance.
2. The displayed map balloons are provided at the agency level, allowing users to view location, lowest prices, and the available list of vehicles at a glance.
3. To view vehicles on the map without going through agency information, use the bottom sheet. Vehicle locations are easily identifiable through pin icons.
Final Design of second step
Users can easily find cars with simple actions
Design process : Reservation
Providing Clear Guidance on Detailed
Options for Vehicle Pickup.
In-Person VS Delivery Service
Two main methods for collecting a rental car are available: either by visiting the agency directly or using the delivery service to have the vehicle brought to a preferred location. If users are in an area where the delivery service operates, it's important to ensure they are aware of this option and can easily check its availability for their convenience.
Design process : Usage
Managing the Offline-Connected
Experience
The offline user experience is equally crucial as the online experience. Users receive guidance on vehicle pickup at a critical point, right after making a reservation and before using the rental car. This information is immediately accessible upon entering the Gmarket app and is also communicated to users via SMS messages.
Reflection
Opening the Inaugural Chapter of a Reservation Platform
As our initial foray, we will introduce various reservation-related products onto the reservation platform, starting with rental car services. Building upon the user experience honed during this rental car launch, we are poised to successfully launch upcoming products. The rental car service was launched in June, and we are currently collecting data.
Copyright © 2022 Dawoon Kang. All rights reserved.
