Case Study | MotoristSOS by Yazan Jarrar Jennifer Murphy Jacinta Gregory Ven Lam Nancy Fetouh

Case Study: MotoristSOS Group 1 Yazan Jarrar Jennifer Murphy Jacinta Gregory Ven Lam Nancy Fetouh

Overview

Contents

Problem Statement Scoping Framework Research Plan and Findings Affinity & Empathy Mapping Insights, Pains & Opportunities Personas How Might We..?

Brainstorming MVP & Proposed Solutions Epics & Stories Information Architecture & Style Guide Wireframes Next Steps Appendix and Resources

Project Overview

MotoristSOS is a brand new all-encompassing app for all licensed vehicle drivers across Australia, who regularly drive outside of the general Roadside Assistance regions or outside metropolitan areas.

The apps purpose is to provide drivers, who have broken down, with an easy method of locating nearby, affordable mechanics and towing services when in regional areas across Australia. The app includes ratings and reviews of registered businesses and also allow users to track their vehicle logbook, servicing and maintenance history as well as keep track of their registration, license and insurance renewals.

If you drive a vehicle, it is more than likely that you have experienced a breakdown, a flat tyre or run out of petrol to name a few possibilities. To have all the features you need in one convenient location on your smartphone, ensures a safe and easy solution to potential problems on the road.

Problem Statement

Drivers want to be able to locate affordable and reliable vehicle mechanics and towing companies outside the general Roadside assist service regions in a breakdown or emergency situation.

They would also like to be able to manage their logbook and vehicle servicing history, and manage any payments or renewal reminders through one all-encompassing application.

Scoping Framework

Research objectives:

Research Plan

-

Understand the main issues Australian drivers are facing when calling for roadside assistance.

-

Determine how drivers pick their mechanics within metropolitan vs regional areas, and what components influence and determine a person's decision when choosing a service.

-

Decipher the type of insurance coverage Australian drivers are currently covered for.

-

Understand how and when drivers would use roadside assist and what they would do in a breakdown or emergency situation, specifically in regional areas.

-

Get an understanding of drivers behaviour when it comes to managing their vehicle including logbook, servicing and manage their rego and insurance renewal reminders.

Market Research & Competitor Analysis Survey 135 Respondents Interviews 10 Candidates

Market Research Findings We found that 23% of Australia’s motorists are not covered for roadside assistance, with Tasmanians and Northern Territory lagging behind the cautious motorists of New South Wales and Victoria.

We also found that owners with newer vehicles call for help more often, with 3 Million 9News Survey participants stating that they would call their partner, friend or family member in a breakdown first. 22% of those were women vs 9% of men. The least popular option (for both genders) was asking a stranger.

Towing Tyre Replacement Fuel Delivery Jump Start/ Pull Start

According to ExpertMarketResearch, the market is projected to expand at a Growth Rate of 5.6% between 2021 and 2026. The major industry drivers of the market include: ● ● ● ● ●

Rising urbanisation.

Growing population.

Demand for hybrid and electric vehicles.

Miles vehicles are travelling.

Newer car designs and technology is increasing the need for assistance.

Lockout/ Key Replacement Winch Battery Assistance

Competitor Comparison Key elements that were included across most applications that are highly used. ➔

Creating an ‘All in one’ application creates a specific intention for the use of the app. It provides more functionality and seamless experience for a user as everything can be completed inside of the one application and you don’t have to switch between screens. This in turn also produces convenience, faster loading times and a smoother User Interface experience.

➔

Allowing users to keep track of their service quotes that have been provided to them, gives consumers the power to feel in control of their choices. This way users can compare quotes from various services and track their payments are accurate as well as catalogue their quote history to refer to in the future if required.

➔

With all payments and settlements in one place within the application it makes it easier for users to manage their finances and prevent overdue payments. It also provides the user with the ability to trace where the money is coming from and where it is going to.

➔

Cars are like a daily chore, they require constant attention and not everyone has the time to maintain them. When something breaks down or malfunctions most users want a quick solution to fix the problem. Having all available services (such a mechanics, tow trucks and repair services) in one spot provides an efficient and convenient way to view resources that are accessible.

➔

Having the capability of viewing, reading and writing reviews on mechanics, tows and other car services provides users with an simple comparison of services. It permits transparency of a business which builds trust and loyalty in their customer base.

Survey Findings

Which company do you currently use for roadside assist?

26% Not covered by Roadside assistance 74% Are covered by Roadside assistance - 38% of those covered are with NRMA 79% would try to rectify situation themselves in the situation of a minor breakdown.

Would you attempt to rectify the problem yourself?

67% would be interested in an app like MotoristSOS that could track and send reminders in relation to logbook, registration renewal and vehicle history.

Survey Findings

If you needed assistance, due to an accident who would be your first point of call?

Majority of participants said they would call family and friends first then they would call their insurance company.

38% Use a personal calendar for renewal reminders.

Registration renewal is the most important asset to participant to find in an app.

Which of the following features is the most important to you in an app?

Affinity & Empathy Mapping ➔

PURPOSE: To gain a better understanding of the users perspective and behaviour.

➔

We conducted affinity mapping where we group similar information from our interviews together to form groups based off their natural relationships.

➔

The Empathy map groups are based on thoughts and feelings. This style of grouping helps us see the picture more clearly and gain insights that helped us to further understand our users.

Affinity Map

Empathy Map Summary

Breakdown or Emergency Situation

Main Insights Derived from the Affinity Map and the other research we conducted, the insights gave us a summary of all the relevant findings and provided some clarity as to users behaviours, desires, likes and dislikes.

●

Most users use NRMA or Google for their needs so don't believe this feature will be useful unless it offers something new or unique.

●

Roadside Assist, family member or friend, Google search and insurance company were the four main points of call if in a breakdown or accident in a regional or metropolitan area.

●

If broken down in a regional area at night, drivers were concerned about personal safety first before worrying about their vehicle.

Vehicle Records & Information Management These were the main insights we decided to focus on as we progressed in our synthesis as they were the ones recurring and emphasised throughout our research.

●

Users are interested in the tracking of their vehicle records such as rego, servicing, work done by mechanic etc and having reminders.

Combined features ●

Users would like the app to work as a guide for how to maintain or manage the car, with advice on how to prepare for long trips as well as what to do in an emergency situation.

Breakdown or Emergency Situation ●

Other Insights

● ● ●

Users want affordable, reliable, honest and knowledgeable mechanics who work quickly and are conveniently located and once they find one they are generally loyal.

Users find manufacturers mechanics to be expensive and untrustworthy.

Users tend to use NRMA, google, car clubs or word of mouth to find their mechanics.

Even users who have had a previous bad experience with a Roadside Assist still didn't see the need for an additional app just to assist them in an emergency/breakdown situation.

Vehicle Records & Information Management ● ●

Users do sometimes tend to forget to renew rego and rely on personal calendars or Service NSW texts.

Users would prefer to be able to choose whether or not they provide their sensitive personal information when on-boarding or using the app to find a service.

Our candidates didn’t see the value in having a breakdown or emergency assistance app by itself as they would not use it regularly, and it wouldn't be the first point of call in an emergency or breakdown situation;

BUT they were open to the idea of an app that encompasses both

Insights Summary

vehicle management and the emergency assistance features, especially with the possibility of the app: -

acting as a guide for what to do in a breakdown situation, how to remain safe when stuck in a regional area, how to troubleshoot a breakdown or locate nearby, relevant services, what to do when it's time to renew car registration, access previous logbook, maintenance and servicing history, providing prompts, reminders and notifications, as well as ensuring sensitive personal information was kept secure

AND in order to keep the app in the forefront of users minds it would need to be engaging, interactive, inviting and easy to use.

SO, we would now need to identify driver’s pains and opportunities to have a fuller picture of how to integrate these solutions into the app.

Primary Pains ●

Pains Derived from the Empathy Map and the other research we conducted, the pains gave us a window into what the users found frustrating in their daily routines in regards to their vehicles and vehicle management.

● ● ● ● ●

Drivers don’t know how reliable, affordable or honest a mechanic is if calling one for the first time in a breakdown situation.

Drivers are frustrated that Roadside Assist can’t even reach the drivers, or are left waiting hours for help in regional areas.

Drivers don’t trust manufacturer service centres.

Drivers are not always sure what they are covered for under their Roadside Assist plan.

Drivers are confused about how to find help when travelling interstate by car.

Mechanics usually don’t send reminders or provide a log of what was done on their vehicle.

Secondary Pains ● ●

Drivers sometimes miss rego renewal deadlines.

Drivers shared concern about providing their private information.

Primary Opportunities

Opportunity to...

The opportunities was a great way to gather all the frustrations and turn them into opportunities that could be implemented throughout the app and assist us in creating possible solutions.

●

Connect the driver with a reliable, affordable mechanic who can solve the driver’s exact problem or specialises in the drivers specific car brand.

●

Allow the user to filter their search results when looking for a service as part of the emergency assistance on the app.

●

Provide reminders and prompts to the user and step by step instructions on how to complete tasks (such as rego) or what to do in an emergency, including links to perform the action.

● ●

● ●

Allow the option to pay the mechanic in increments instead of a lump sum allowing for the integration of a buy now/pay later service (eg: AfterPay).

Reduce the time it takes for a mechanic or towing company to reach the driver in trouble in a regional area by making their information easier to find for the user.

Opportunity to… continued

●

Provide a checklist or tips of what to check on the vehicle before going on a trip or what to do in case of emergency.

●

Provide reviews and ratings on mechanics or vehicle-related businesses on the app including service centers.

● ●

Give the driver the ability to track the mechanic or towing service via GPS and communicate via the app in a breakdown or emergency situation.

Secondary Opportunities ●

● ●

Track the car logbook, kilometre usage and all other servicing and maintenance (perhaps partnering with different car manufacturers in the future for integrations).

Manage multiple vehicles in the one account.

Personas

After looking at our research findings, collaborating our insights, pains and opportunities as well as assessing who the audience was, we came up with two personas.

These personas, while possibly stereotyped, were composed from our interview candidates and covered both experienced and inexperienced drivers. The creation of both personas would allow us to build and deliver app features that would work to meet the requirements and behaviours of both types of drivers to reach a broader diversity of an audience.

Meet Michael

Meet Melissa

How Might We…?

Primary ●

HMW provide users with an easy way to locate various

Emergency/breakdown part of app

Secondary

●

services or locations that would assist them in an emergency

towing service via GPS and communicate via the app in a

or breakdown situation in a regional area (including accommodation, petrol, mechanic, towing, doctors etc) ●

breakdown or emergency situation? ●

HMW provide users with validated reviews and ratings for

subaru specialist. ●

HMW present users with step by step instructions or options on what to do in case of a breakdown or accident?

●

HMW ensure the app features help cut down waiting times for the users during an emergency or breakdown in a

nearby local mechanics who would specialise in the users vehicle brand or specific issue to instill confidence? - eg - a

HMW give the driver the ability to track the mechanic or

regional area? ●

HMW present users with app features that are unique from those currently available via Google and/or Roadside Assist apps

How Might We…?

Primary ●

●

HMW allow users to provide details for multiple vehicles in

Secondary ●

HMW allow users to renew their rego and perform other

the one account so that they can better keep track of

actions directly via the app. (app would link to the relevant

multiple vehicles in one place.

site directly) so that users a less-likely to miss payments.

HMW present all the vehicle management options such as

●

HMW give users the ability to find at a moments notice what

logbook, servicing, maintenance records, kilometre usage

they are covered for in their insurance policy so that they

etc seamlessly and efficiently so that users can easily

can find this information quickly in an emergency situation

navigate this information in a safe and secure way. ●

Vehicle Management part of app

●

HMW allow users to export or import relevant vehicle

HMW design an app that provides users with a step by step

information (share information) with mechanics or service

process to accomplish their car management goals so that

centres when needed so that they feel more confident using

they can take better care of their vehicle.

a new mechanic. ●

HMW allow payments to be made via the app for any vehicle services rendered including in increments so that users can better manage their car related finances.

Ideation - Brainstorming

Brainstorming - Breakdown or Emergency Assistance

How Might We provide users with an easy way to locate various services or locations that would assist them in an emergency or breakdown situation in a regional area?

How Might We provide users with validated reviews and ratings for nearby mechanics who would specialise in the users vehicle brand or specific issue to instill confidence?

How Might We present users with step by step instructions or options on what to do in case of a breakdown or accident?

● ● ● ● ● ● ● ●

Include a map with clickable options for the various services eg, mechanic, petrol stations, doctor, accommodation Add a favourite icon so that you can find your preferred service In a breakdown, filter map (services) in a radius for options to help When mechanic favourited, others can see this is a favoured mechanic Ability to input departure and arrival point to get warnings based on where you are travelling Roadworks/construction/weather/unsurfaced roads on route being taken Have the app give you updates on when and where you can fill up if travelling long distances between service stations Opt in for notifications of user selected services nearby

● ● ● ● ●

Specify your car type. Search results will favour your car type Mechanic adds their car model specialisations to their profile Stay system for reviewing a service after visiting/receiving service for registered businesses List utilities a service (such as toilet onsite) for services in case of emergency (such as needing to go to the toilet) Incentivise users to review by giving them a rating

● ● ● ●

Provide an interactive process whereby users answer a few questions to narrow down their results Pre-trip checklist. Tips for pre, during and post trip checklists Mailing list blog posts on relevant subjects Include a troubleshooting system where the app asks: What is your problem? Then have a list of problems like flat tyre, accident, need a tow, locked my key in the car then confirm locations then a list/map of mechanics come up to fit your criteria in your area

Brainstorming - Vehicle Maintenance

How Might We provide details for multiple vehicles in the one account so that they can better keep track of multiple vehicles in one place?

How Might We present all the vehicle management options such as logbook servicing, maintenance records, KM usage etc seamlessly and efficiently so that users can easily navigate this information in a safe and secure way?

How Might We provide users with a step by step process to accomplish their car maintenance and car management goals so that they can take better care of their vehicle and manage their time?

● ● ● ●

Provide a “create a family account” Log petrol receipts Multiple vehicle information under the same account accessed by many users Invite or add additional users to your profile (family/partner)

● ●

Set your km usage and app can tell you when your next service is due Set your most recent service and app can track when your next service is due based on the kms you enter or the amount of time passed (opt in for frequency of notifications) When prompted for service have easy book option if mechanic is registered with MotoristSOS Book service for specific needs and track logbook history Service report mechanic uploads once service is complete (invoice) Photoscan; upload and store invoices Alarm for exiting your roadside assistance radius QR code/image of servicing done on the car that is directly uploaded to the app Digital drivers licence and accessibility options

● ● ● ● ● ● ●

● ● ● ●

Have a user profile whereby if you change any details it reminds you to change those details with our services (such as roadside assist if your rego changes) When a renewal is due, the app provides a reminder and a list of everything that needs to get done including links to the external website to action.

Provide advice on when to perform routine tasks (such as oil check or change windscreen wipers) and a “how to” Itemised list of what users policy includes for easy access and view

Minimum Viable Product

Proposed Design Solutions for Wireframing Star system for reviewing a service after visiting / receiving service for registered businesses

Incentivise users to review by giving them a rating

Include a map with clickable options for the various services - eg select what you want to see - mechanic, petrol stations etc

Roadside assist wish: GPS tracking to see how far away the provider is for MotoristSOS registered businesses.

Have a map showing the mechanic or towing service moving - like uber eats - online/offline

When a renewal is due, the app provides a reminder and a list of everything that needs to get done including links to the external websites to action.

Pre-trip checklist. Tips for pre, during and post trip checklists/tips

Multiple vehicle information under the same account accessed by many users

Provide approximate timeframe when looking for a service, so the map shows the mechanics nearby and provides an approximate waiting time next to each mechanic

Upload images or video Enter your policy start and end date to set reminders

Set your most recent service and app can track when your next service is due based on the kms you enter or the amount of time passed (opt in for frequency of notifications)

Track logbook history

Set you kilometre usage and app can tell you when your next service is due

Link directly to the Department of Transport Chatbot triage to diagnose problem with car if unsure of the problem

Send alert indicating breakdown to partner with location of breakdown.

Digital drivers licence

Epics & Stories, Information Architecture

Epics & Stories

Epics & Stories

Epics & Stories

Epics & Stories

Information Architecture (whole)

Brand Colours

Style Guide

Complementary Colours

#F1F2F2

#FF8C00

#000000

#57A1ED

Colour Palette In addition to the colour palette provided as part of the branding guidelines, we added two new colours. A lighter tone of your original blue and a vibrant orange.

Research showed that the available colours were not engaging and that we needed a vibrant complementary colour to draw attention, and enhance the current colour palette to fully express the UI. The new colour palette would:

System Colours #3A4855

1- Increase engagement allowing users to identify a call to action, or identify where they are in the app 2- Contrasting colours would assist with Accessibility needs making it easier to read and navigate the app 3- The new colours harmonise together to make the app intuitive for the user and allows a better understanding of the user flow.

#E5E5E5 #0073BA

#34c759ff

Style Guide - colours Using two hues directly opposite each other on the color wheel, such as blue and orange, is guaranteed to add energy to any digital environment. These complementary colors work well together because they balance each other visually.

Colour theory dictates that something like this is needed to engage the viewer and create an inner sense of order and a balance in the visual experience.

“Colour alone can set or change a mood, attract or deflect attention, energise or soothe or even become the focal point all on its own.” Source

Style Guide Icons We investigated icon usage throughout the user flow and decided to go with simplistic designs, allowing the icons to speak for themselves when possible to ensure a clean yet easy to understand interface.

As we are focusing on IOS platforms, we looked at integrating the relevant Human Centered Design interface in the designs to ensure consistency and intuitive behaviour on the part of the user.

We’ve included a sample of icons here. All icons can be accessed on Figma within the Asset folder.

Figma Link

➔

Speak in a calm voice

Style Guide

➔

Language used to be simple, easy and succinct

Tone of Voice

➔

Clear and concise

➔

Semi-Formal language that applies to all ages and experiences

➔

Use friendly and helpful language and tone

➔

Clarity for step by step instructions

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Enquiring, caring tone for questions

Wireframes

Initial sketches - flat tyre

These were the initial sketches we drew up to guide us as we began wireframing your solution. The wireframe solution did not follow this exact design or layout and extra frames were set up as needed.

Mid-Hi Fidelity Wireframes - complete - Multiple flows

Breakdown Assistance dashboard, selecting issue and Flat Tyre 1

2

3

4

5

Loading page

Landing page (New Member)

Landing page (Existing Member)

Breakdown Assistance Dashboard Page

Flat Tyre Assistance

Finding and selecting mechanic and entering details to book the service.

6

7

8

9

10

Location Assistance

Services Nearby

Mechanic Reviews / Contact details / Emergency time.

More details on selected Mechanic.

Vehicle details to assist mechanic in knowing tyre specs / size.

Confirming details, mechanic accepts job and tracking mechanic 11

12

13

14

15

Vehicle details continued..

Confirmation of information

Tracker / Booking number / Awaiting confirmation from mechanic.

Mechanic approved job and provides user with ETA of mechanic arrival.

Mechanic tracker to put users mind at ease. ETA on top of page.

Also notify emergency contact and services.

Mechanic arrival, completion of task and review mechanic 16

17

18

19

20

Live tracker for both mechanic and task completion.

Confirmation of task completed by mechanic or dispute depending on completed tasks.

Services completed notification on screen.

Review mechanic and services provided.

Completed review message and rating.

Creating account once job is complete to save details in Vehicle Management History page on app 21

22

23

24

Sign in screen once user reviews mechanic to save details.

User personal information and account creation.

Confirmation of information provided by the user.

Provide further options for other services

25

Show other services nearby on map

Alternative options - selecting to change the tyre yourself 1

If a driver chooses to change the tyre themselves, a how to section tis provided to make sure they know all the steps.

2

Alternative options - Chatbot - responds no to having a spare tyre 1

If the user doesn’t have a spare, he has the opportunity to use the chatbot to find alternative solutions to finding a mechanic or a tow.

2

Alternative options - Vehicle Management (signup, dashboard, history, reminder notification) 1

2

3

4

5

Manage My Vehicle option selected.

Users need to log in or create an account to access their vehicle information.

Users are requested to fill out all the information and have the option to add more members to the application.

The application also allows you to add and manage multiple vehicles.

Dashboard showing options when manage your vehicle is selected.

Alternative options - Vehicle Management (signup, dashboard, history, reminder notification) 1

2

The options available under the vehicle history. Any services rendered under emergency or breakdown assistance are saved under breakdown assistance records

The notification showing registration renewal.

Next Steps

What next? ➔

Map out detailed User Flows for each issue or emergency.

➔

User flow and design required for vehicle management section of the app.

➔

High fidelity prototyping for design submission.

➔

User testing to ensure application is functioning to suit the target audience.

➔

Phase 2 and 3 ideas for further inclusions on the app to be investigated further.

APPENDIX

SURVEY DATA & CHART Which company is your Roadside Assist Cover with?

Roadside Assist

Qty

NRMA

48

No Cover

35

RAC Insurance

16

Car Manufacturer

15

Youi

6

AAMI

4

Allianz

3

Budget Direct

2

Apia

1

ING

1

RACV

1

Shannons

1

Swann

1

134

➔

This diagram indicated all roadside assistance companies that our survey participants are insured with.

Full Empathy Map

Complete Brainstorming - Emergency/Breakdown Assistance

Complete Brainstorming - Emergency/Breakdown Assistance continued

Complete Brainstorming - Vehicle Management

Complete Brainstorming - Vehicle Management continued

Complete Minimal Viable Product

References ●

Colour Theory - https://www.homedit.com/color-theory-and-why-color-matters/

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Dashboard Icons - https://www.flaticon.com/

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Competitors Research -

www.autoguru.com.au

www.gofar.co

https://fuelcheck.nsw.gov.au/app

http://fuelmap.com.au/

www.mynrma.com.au/

https://fleetsu.com/

https://rac.com.au/

www.4x4indistress.com

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Market Research -

https://www.expertmarketresearch.com/reports/vehicle-roadside-assistance-market https://www.ibisworld.com/au/industry/towing-services/5416/ https://www.transparencymarketresearch.com/vehicle-roadside-assistance-market.html https://www.digicallassist.com.au/blog/surprising-roadside-assistance-trends/ https://www.9news.com.au/motoring/australian-motorists-wasting-money-on-roadside-assists/58d38e9b-abd5-430f-9903-91f3dfa78c70

Thank you!

Get in touch with the team!

Yazan Jarrar

Nancy Fetouh

Jacinta Gregory

Jennifer Murphy

Ven Lam

LinkedIn

LinkedIn

LinkedIn

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