Bullfrog

Social platform for building relationships

The Brief

4 Weeks

Mobile App

UX Design

This project was worked on as part of a larger trip planning platform. It was designed to replace an outdated and underperforming transport solution, while working alongside the new features and content of the wider design.​

Requirements

Scalability: Design a scaleable platform to handle searching, booking and reviewing transfers, car hire & public transport for airline passengers.

Performance: Increase engagement, conversion and awareness of transportation products.

Analysis: Understand the problems & limitations of the current implementation.

Discover

Methodology

Project Planning

Defining the scope and requirements of the project with stakeholders is crucial for efficient planning and outputs.

Competitive Analysis

Understanding the competitive offering in the market highlights what's missing in the space.

User Research

Conducting and analysing user research reveals user goals, behaviours and needs.

Workshops

Bringing cross-functional teams together encourages creativity and goal alignment.

Project Planning

Stakeholder meetings were set up to discuss the aims and expectations of the project. These meetings helped to provide some insight into the problems with the current implementation, the business risks and the project timelines. They were helpful in defining a high level vision.

"No matter where you are or how you want to get around, we have it."

Competitive Analysis

To gain insight into competitive and comparable offerings available to customers, our site was evaluated against other companies. This process is extremely effective in understanding the limitations and future potential of the offering to the user & market.

Lack of differentiation: The current implementation runs on a white label website which many competitors also use. There is no unique offering.

Sales without information: Platforms for transportation are almost entirely focused on selling the car hire / ticket with very little consideration for the user or their knowledge of the location.

Trip building: Platforms which do not sell transportation base their offering on information and trip building. They exist to assist the user in planning their trip.

Sales platforms don't have contextual information and information platforms don't have inventory, can we do both?

User Research

Analysing past user interviews and research, conducting user tests with the current site & competitor sites and evaluating current user behaviours were all used to ensure a user centered design process. It was vital to balance the user and business needs in the design of this project.

Workshops

Workshops were designed and facilitated to bring together a larger group of people within the company who were outside the project. A workshop creates an environment for ideas to be heard and explored without judgement, often leading to interesting approaches and insights.
Workshops

Personalisation
We should be using the information we have about the rest of a user's trip (flights, hotel, etc) to bring personalisation to the platform. This should determine what to show and how to show it.

Add Context
The current design exists outside of the user's flights and only considers the location and dates being searched. Can we bring in inportant information about the destination, travelling in that location and the transport available at the times searched to increase engagement with specific types of journeys?

Ideation

Process

Sketching

Sketches of flow charts, content and screen concepts were drawn to explore potential design avenues.

Low-fi Wireframes

The promising concepts were developed to low fidelity wires with Sketch to increase understanding and presentation.

Stakeholder Presentations

Stakeholders were involved throughout the ideation process to ensure the design aligned to the business requirements.

Sketching

Ideation was kicked off with quick sketches to visualise ideas ranging from ridiculous to realistic. At this point any idea was valid, any promising features were explored across different implementations while flow charts were used to map the user journey.
Sketches

Low-fi Wireframes

After the sketches were shared with the team and discussed, Sketch App and Invision Freehand were used to bring them to life digitally. At this point the designs are still very loose, but are beginning to reach a format which can be presented to stakeholders.

Stakeholder Presentations

The design concept based on the testing, research and wireframes is presented was presented to stakeholders. Bringing stakeholders on board with the concept and receiving important feedback on the business side of the design is necessary for alignment and sign off.

Design & Test

Process

Mid-fi Wireframes

More advanced wires were designed to further explore concepts and prepare for prototyping.

Prototyping

Prototypes were created using Invision to demonstrate and test flows. These prototypes were tested and iterated on.

Usability Testing

Usability testing was conducted on the wire prototypes to assess understanding and usefulness to the user.

Documentation & Handover

The testing and design process was documented and wireframes were handed to a UI designer for final visual design.

Mid-fi Wireframes

Internal guerilla testing was carried out with the low-fi wires to gain insight into how to progress them to a higer level. As the mid-fi wires were developed, they were regularly brought to leads, stakeholders and users for feedback.
Main Page
Car Hire Listings CS

Prototyping

Prototypes were created throughout the design process to quickly test with users and iterate based on the feedback. Full flows were designed to cover the variety of the inventory available to the company.

Usability Testing

Objectives, testing scripts and user bases were defined to carry out effective usability testing. The majority of usability testing was remote to increase the speed and amount of tests which could be completed. Usability testingwas invaluable in creating a design which was intuitive to the user and ensuring they could accomplish their task goals.

Information adds trust: Balancing sales and information in the design brings increased trust to the platform. We are seen to be on the user's side rather than just trying to get them to purchase more.

Journey consideration: Highlighting the different journeys the user will need to take for their trip increases consideration and engagement with the transportation content.

Contrast & comparison: Displaying the most popular transport type up front along with benefits creates a good contrast against the other options. Users found it simple to identify the different options.

Documentation & Handover

Everything completed was documented and shared with all teams to provide insight and transperancy into the project. Once the team and stakeholders were satisfied with the design, it was passed to the UI designer to complete the final visual design and prepare assets for development. Working closely with the UI designer, the concept and research findings were maintained in the final design.

Final Design

Features

Defined Journeys

Required user journeys are auto-populated for the user. Home to airport, airport to hotel & around the city.

Dedicated Selling

Bring the most relevant transport option to the location and the user to the front, highlighting benefits, information and price.

Comparisons

Allow the user to compare all available options in an easily scannable format.

Scalability

Key functionality is not linked to features such as the map. The dedicated selling space can adapt to available information and inventory.

Conclusion

Overall the project went smoothly and was well received by users and stakeholders. The concept of a dedicated selling space was defined and adopted across the rest of the site. The short timeline required some typical UX processes such as personas & further UI iteration and testing to be missed. I'd recommend that more customer interviews and usability sessions are completed prior to development to ensure the validity of the designs.

Other projects

© 2019 Conor Bergin