UX Design- Major project

User Experience Design Project Report by: Olivvia

Swaminathan

Student ID: B816746 Date: 06 September 2019

Index 1.0 Introduction

6.0 Defining a UX Vision statement

9.0 Final concept statement

10.0 Visual Design

1.1 The issues

6.1 Plotting HMW statements on the evaluation matrix

9.1 MOSCOW table

10.1 Typography

9.2 Context Scenarios

10.2 Colors

6.2 The statement

9.3 Identifying key features of the app

10.3 Iconography

1.2 The aim

9.4 Design principles 9.5 App features

2.0 Next steps

7.0 Concept Generation

2.1 What was done next?

7.1 Supporting Research

9.7 User journey & Storyboards

2.2 Framing key insights

7.2 Now How Wow matrix

9.8 Initial sketches and wireframes

7.3 What was done next?

Further Research & Decisions

8.0 Initial Ideas

3.0 Defining the target audience

8.1 Getting to know smart devices / voice assistants

3.1 The Change 3.2 Understanding customer experience in the automotive industry 4.0 Creating How Might We Statements

5.0 Revisiting Behavior Change principles

8.2 User requirements, User journey creation & Concept scenarios 8.3 Co-design sessions and a pause

9.6 User Personas

9.8.1 Stage 01: Hand sketched wireframes 9.8.2 Stage 02: The first digital version

11.0 User Journey

12.0 The App 12.1 Critical Evaluation

9.9 Experience Prototyping 9.9.1 Iterations post testing 9.10 Usability Testing

13.0 Self Reflection

9.10.1 The Tests 9.10.2 Iteration 01 results 9.10.3 Iteration 02 results

14.0 References

9.10.4 Feedback & Observations from Usability testing

15.0 Appendices

1.0

Introduction 1.1 The issue: A disturbing UN report states that if global warming exceeds 1.5°C, drastic environmental action would be needed to avoid the worst, with the transport sector being amongst those that are singled out for urgent measures (Gearing up for change: transport sector feels the heat over emissions, 2018).

Air pollution causes an estimated 40,000 early deaths in the UK every year as per the UN (Gearing up for change: transport sector feels the heat over emissions, 2018). Multiple cases over air quality are being fought by the British government and there are plans to ban new petrol and diesel vehicles from 2040 as part of 3 billion pounds clean air strategy (CLEAN AIR STRATEGY 2 3, 2019) This implies that the future of vehicles in the UK is electric.

As per this report, the topmost environmental risk to human health in UK is air pollution and is the fourth greatest after threats like cancer, heart disease and obesity. This strategy aims to reduce exposures of people to toxic pollutants as well as reduce emissions of nitrogen oxides.

A focus on modes of transport should therefore be made as it plays a key role in reducing emissions and meeting the government’s objectives on environment and public health.

Fig 01: Pollution (Shabbir, no date)

Fig 02: Research wall & affinity maps (Author’s own image)

1.2 The aim The key hunt statement to drive the first stage of the project was to understand the decision-making processes and identify gaps and challenges people face during their decision of switching to an eco-friendly vehicle by gaining deeper insights about their perceptions, knowledge and understanding of the Energy, Grid and other energy demands.

This stage focused on the initial research and ground work on understanding the

problem, getting to know the real users, understanding the domain and network along with the roles of government and other brands into pursuing people to buy an electric vehicle.Various people belonging to different age groups and experiences were interviewed during this first stage, in order to understand the scenario and form a foundation to what they do, how they do and where they look for during their process of vehicle hunt.

Primary & secondary research conducted during the first half of the project helped identify pain points and existing journeys of potential buyers of eco-friendly vehicles.

These were classified under various categories to simplify the findings.

Methods like affinity diagrams, cognitive analysis and experience maps (Swaminathan, 2019) were used to link these findings into sensible flows and themes. This led to the initial generation of ‘how might we’ statements which were then evaluated to generate more potential or supporting statements to build meaningful design directions for the next stage in the double-diamond process.

Overall, the key evaluation of this stage identified chaos, uncertainty and a communication gap between manufacturers & real consumers and brand communication to be the major issues that formed mental and physical barriers to the adoption of electric vehicle.

Building trust in technology and educating buyers about their real needs and impacts of advancing technology in their lives were the next steps to help overcome these barriers to adoption.

2.0

The next steps 2.1 What was done next?

At the beginning of the second stage, the insights from the initial stage were grouped and defined under specific keywords, each represented with the user being the focus.

These keywords were then plotted on to a linear path to understand the means, objectives and impact of the overall problem.

The understanding of the problem at this stage was still at a broader perspective, hence narrowing the insights was the next target to be achieved. The researcher identified certain focus areas that could be addressed in order to create an impact in the messaging, communication or delivery of the concept idea. This was done to set a direction to the further stages of the project. The decision to stick to an electric vehicle over a broad target of eco-friendly vehicles was taken to streamline and build a solution specific to address the buying of electric vehicles.

Fig 03: Insight analysis (rawpixel.com, no date)

2.2 Framing key insight statements The findings were reframed to key insight statements while focusing on the key pain points. This method frames the statement with who the user is, the context of use, what do they wish to do and what are the challenges faced; all these focus on their problems with the existing experience and why those problems are occurring (Mitchell and Parker, 2109)

Insight 01:

Insight 02:

Insight 03:

People interested in buying an Electric Vehicle are currently looking for information needed online in order to make the decision of buying the car that fits their budget and personal demands, but are put off by the insufficient information available due to the widespread of information across multiple channels and platforms.

People aren’t able to make the choice as to what fits best to their requirements due to lack of information, unawareness about their real needs, an overlap and uncertainty in the news about technology advancements which is leading to stress, discouragement and a slower pace in adoption.

Electric vehicle BUYERS rethink about their decision and choice of vehicle by the upfront costs but need to realize its social value along with the environmental benefits but do not have sufficient assurance and information about the same.

Insight 04:

Insight 05:

Future consumers of an Electric vehicle are using the internet to research regarding the best fit for their future car, but are confused and lost due to the chaos in the information available but continue using websites that are recommended online but are put off by the marketing jargons but still make decisions based on what’s available but still work for the best deals but don’t know and find it difficult to find the perfect fit for their personal needs.

People are convinced by the idea and the need to live an eco-friendly lifestyle and look for ways to live it but are unaware about their personal demands, behaviors and lifestyle which could be changed. They are looking for a shift in their ways of transport but need a better understanding about the real impacts and benefits of an EV on their social life, financial benefits as well as carbon footprints through better education but however are confused due to the bombardment and widespread of information across multiple platforms and channels and begin rethinking their decisions due to upfront costs of the vehicle.

Fig 04: Key Insight statements (Author’s own image)

3.0

Defining the Target Audience There was certain alteration in selecting a specific target age group.

To begin with, the initial target age group decided was people aged 30-40 with a daily usage for work and social activities. It was assumed that people belonging to this age bracket would be the primary users for a new electric vehicle and are current drivers of a fuel run car.

Who are they?

A potential buyer of an Electric Vehicle (EV) who is not a technology freak and is looking to seek guidance to make the right choice as per his personal demands and needs.

People between the age of 35-40 years who want to buy an electric vehicle, but doesn’t know about their own needs, let alone which vehicle is best for those needs.

Have they made the choice to buy an Electric Vehicle?

They know they would have to buy one eventually and don’t mind buying one as their next vehicle!

Fig 05: Target Audience (Author’s own image)

3.1

UK demographics and usage of car by the youth

The Change:

Studies show that people living in non urban areas travel more than the ones living in cities. A higher population of young drivers from the low population urban and rural areas drive to a place of work as compared to those living in metropolitan areas.

This was however changed to the age bracket of 18-29 after further detailed secondary research on the statistics of the country was done.

As per UK statistics on vehicle ownership statistics in the UK (Car or vehicle ownership in the UK 2017, by age | Statista, 2109), the age group that are willing and looking to buy a vehicle in the future are between the age bracket of 18-29 with a percentage of 22% as opposed to just 5% from the age bracket 30-59.

Who are they and why do they use the car?

They are the youth between the age of 18-29 years and are citizens of the UK. Some of the main reasons for them to own a vehicle are personal freedom, flexibility, independence from public transport, comfort as per the report (Car or vehicle ownership in the UK 2017, by age | Statista, 2109)

Why them?

Social life is important and holds a special value in their lives.

Awareness about the environment, their impacts and contribution in the percentage of people using a car to commute is the highest in this age bracket. Since the major commuters in the country are the youth, targeting them seems to be the most sensible.

Lifestyle and behaviour choices Freedom, flexibility and independence, efficient use of time is very important to the youth. Getting the best experience with a bonus in terms of savings is always looked for and appreciated! Behaviours are constantly changing due to continuous change in exposure, commitments and work lifestyles, etc which lead to unawareness and unaccountability on one’s personal health and lifestyle which could be targeted. Helping them in realising the value of a car beyond transport can be aimed at.

Since these people would be future parents and influencers of the country, targeting them is justified to bring about a long term change in mindset and influential behaviour. These are active on social media and are familiar with the use of technology in comparison to people from the older age group.

Fig 06: Target Audience (Author’s own image)

3.2 Understanding customer experience in the automotive industry There were certain considerations made based on the future developments and the changing relationships between people, cars and manufacturers based on conversations with Auto Trader and the emergence of autonomous technology (Zerelles, 2019). Hence this aspect in collaboration to the future scan cycle (DOUGLAS, 2008) were explored to discover further concept developments.

What was discovered and considered?

Scenario of most people living in the cities in the future The change and shift in the ownership amongst car owners The increased and persistent use of shared transport and taxi services in cities

Attempts to study what the customers demanded or preferred when it came to buy a car and the service were made. It was discovered that the top criteria vary depending on that country, but however the parameters and basic need for a seamless, engaging and transparent relationship along with a personal touch was the basic need for all (Capgemini, 2018). According to (Capgemini, 2018) “customers are willing to share their personal data in return for a better customer service experience, but expect transparency on what the data is used for�. The need for a wholistic customer experience across multiple channels is expressed in this report and should be something that the industry should strive towards.This report also states that the future would see more active, intelligent, digital and personlised methods to build a more wholistic experience across the entire customer journey.

Why was this done?

Studying statistics and expectations of consumers of this automotive industry helped build perspective to what the needs are. It opened possibilities to various directions and the kind of technologies that could be considered for Fig 07 (rawpixel, no date)

future conceptualisation of the solution.

4.0

Creating How Might We Statements Every insight was looked at individually and multiple how might we statements were generated using specific prompts like amplifying the good, creating an analogy from the insight/context, taking it to the extreme, exploring the opposite, focus on emotions and questioning an assumption (Roza, 2010). This technique helped take individual insights to hypothetical scenarios and extremes with focus on different aspects; before narrowing it down to a single direction.

Fig 08: How Might We board (Author’s own image)

Reward A good reward to result in positive behaviour

5.0

Nudge

Prompt

Encourage & influence people

Right message at the right time

Simplify Make the decision easy

Revisiting Behavior Change principles Since the intervention of the concept is to bring about a change in the mindset of buyers towards buying an electric vehicle over fuel run vehicles, behavior change principles were revisited by the researcher to create a baseline to the future concept.

Hyper-local Reinforcing habits

Use Stories

Using users views to change behaviours

Competition Keeping a competitive edge to boost performance

These principles were considered in the later part of ideation stage to validate the design.

Strategies like use of persuasive technology and feedback were considered during the ideation stage (Lilley, 2004).

Fun theory A bit of playfullness

Fig 09: Design for Behaviour change (Hubbub, 2019)

Fig 10: Insight matrix (Author’s own image)

6.0

6.1

Defining a UX Vision statement

Plotting HMW statements on the evaluation matrix

A UX vision statement defines the scope and purpose of the product

evaluation matrix of feasibility vs desirability to eliminate the

from the point of view of the end users. It defines the value delivered by the product in terms of its user experience without being too specific about how the purpose will be achieved.

To identify the scope for the vision statement, the next steps were to plot all the how might we statements (HMW) on an ones least feasible and desirable.

Link to the board: https://miro.com/welcomeonboard/Chpsn3YG598c68ZBxhl2Rb01CON0Ghm7eQ3bYdyyc2rOqDZXfx1oD2dnI2sQ2Ne7

Feasibility

The statements in the quadrant with both feasibility and desirability plotted some keywords and defined various scopes for the vision. Multiple statements were created amongst which one final statement was selected. This overall process involved two stages; details of which can be seen in the appendix.

Desirability

6.2

{

The statement There is an opportunity for a product or service that could help current buyers of an Electric Vehicle (EV) who are currently put off by upfront costs, to be able to view costing as an investment and a meaningful and wise decision, through a shift in focus towards social and personal value over only cost, which could help change their perspectives about an EV through a simple, minimal and social approach.

}

7.0

Concept Generation The established vision statement was decoded into different possibilities to generate a wide range of concept ideas by consideration of new and emerging technologies, service design, systems, brands and multiple touchpoints beyond apps and websites. This was done with the use of brainstorm cards (Innovation, no date) that not only triggered actions but also helped in focusing upon even the smallest detail of a customer journey.

These cards helped the designer focus on market, customer, regulation and technological trends by using some ‘what if’ trigger cards that proved to be a link between current solutions and some future scenarios.

The following table shows some of the questions on the cards:

What if • You could only communicate in a visual language?

• You could predict customer behaviour?

• Your product was so simple, a child could use it?

• You used gamification?

• You could increase inclusion?

• Your product was designed to only be used once?

• Everyone lived in urban areas?

• You gave your customers something unexpected?

• You could reframe your service into bite-size components?

Fig 11: Concept Generation (Author’s own image)

Table 01: What if statements

7.1 Supporting Research Additional study and observation of existing brand & marketing campaigns, social message communications along with different social initiatives across the globe was done. This was done to know the structure, flow and targeting strategy of various groups through use of different mediums.

How & why was this done?

This was done by asking the designer’s friends and family members what they liked and why; to understand how the same ad or campaign is viewed differently by different audience depending on their knowledge and understanding.

How did it help?

This experiment exposed the designer to various aspects of marketing and promotions, triggers and real-life associations and social influencers that were made to connect to the targeted group.

Fig 12: Supporting research (Author’s own image)

7.2 Now How Wow matrix After a massive amount of ideas were created, each of them were evaluated, compared, ranked, clustered and dropped in order to pick out some great ideas to further work on. This method helped select ideas that were in sync to the UX vision statement.

Every idea was color coded on the basis of which factor it suited best: Now (can be implemented immediately but lack novelty), Wow (can be implemented + innovative), How (possibly be implemented in the future) (Wow, 2018) The ones with the WOW factor were the ideas that were taken ahead to further be developed on.

Fig 13: Now How Wow (Author’s own image)

7.3 What was done next?

This process was a constant back and forth process with

scattered, it was this process that planted the very first

the experience design principles, behavior change and

seeds to the final concept. One of the ideas selected to be

system design approaches. To begin with, the aim of this

taken forward was the use of voice technology in the daily

project was reflected upon i.e. to create a social impact

lives of the existing user. To develop further, the existing

and increase awareness amongst people. Behaviours,

journey was roughly plotted and pain-points were

routines and expectations were analysed along with every

converted to opportunities for intervention.

concept. The decision-making process was broken to the different stages from introduction, usage, experience, expectations, touchpoints and pain points to the result.

Even though this stage seemed to be a little

Social visits Touchpoints Frequency

Awareness

About self & beyond

Interests Influences

Touchpoints

Fig 13: Brainstorm (Author’s own image)

Expectations Identity

Purpose

Time available Schedulles

01.

A marketing campaign by the automotive brand industry that targets the youth living in different sub-urban and rural areas within the UK to enhance their perspective and value of their future vehicle beyond transport, by using altered target messages as per their location.

02.

A strategic game designed for young adults to engage in groups to build social & self-awareness through tasks to trigger conscious investments and actions in one’s lives.

03.

A social platform to find like-minded individuals to share an electric

8.0

Initial Ideas

vehicle taxi service to commute to and from work to home by using smart technology.

The baseline: Bringing back the personal touch to customer experience through direct connections with the companies/brands with use of emerging technologies. • Right information at the right time • Appropriateness and effectiveness

04.

An interactive voice enabled device that would help make current drivers be more aware and conscious of their driving and lifestyle by being their companion and provide guidance and suggestions of the

With this in mind, some initial concept statements are as follows

best technology and future car that would suit their lifestyle and

out of which one was selected.

behaviours and real needs, with the use of behavioural analysis and lifestyle study of the user.

Fig 14: Initial Ideas (Kutsaev, no date)

The scope of the concept was broadened to calling it a smart interactive device rather than restricting it to a voice device.

What was done next?

This was however very specific in terms of technology. The idea was questioned with some questions in order to build and validate the solution.

• Why voice?

• How would the user use it?

• Will voice only be enough? What other touchpoints will be needed?

• If its use is while driving, what kind of information will it provide?

• How will the user know what to ask the device?

• How effective?

• How will it be connected?

• What will be its credibility?

• Who would provide it? Where will the user get to know about it?

• How will the data be recorded? Will he be able to revisit his question and answers?

• Are there any existing solutions where voice is being used?

{

Intial selected Concept statement A smart interactive device/platform that would help current drivers in the UK be more aware about their carbon footprint, lifestyle, behaviors and real needs and provide guidance to what investments in technology could be made, that would be best suited to their personalities and budget.

}

8.1 Getting to know smart devices / voice assistants Different existing smart assistant devices were studied. Their types and usage in the lives of people were understood, to get a better understanding of this emerging technology and its value & significance in people’s routine. What was observed was that the existing in-car smart devices only performed basic tasks like making phone calls, sending a text message. The use of this technology in educating the user in the car wasn’t implemented yet.

It was here where the designer was exposed to the types of smart devices like intelligent personal assistant, voice assistants and the differences between every type.

And then..

The possible system and network of inputs and outputs was brainstormed on, if a voice intelligent personal assistant had to be used based on which, the first user journey and user requirements was sketched out.

Fig 15: Voice assistant (Kolde, no date)

Fig 16: User Journey Ideation (Author’s own image)

8.2 User requirements, User journey creation & Concept scenarios Keeping in mind the device and different touchpoints during a research process, a journey was mapped out with an intention to save maximum time and

Following were the questions asked during this process.

However, the need of a voice device didn’t • If its time saving, then why does the process have to be while driving?

enable a smoother buying process.

• Will behaviour really drive the switch to an EV?

Multiple scenario statements were

• What relevance and significance does behaviour have with an electric vehicle?

generated for every ‘must have’ statements from the MOSCOW table (see appendix)

• Why voice? Why not anything else?

seem to be an optimal solution which can be solved by an app and an existing mobile phone. Hence, there were further co-design sessions that were conducted to know other possibilities of the same concept statement.

8.3 Co-design sessions and a pause This stage again involved a lot of back and forth in its ideation.

After the journey with the voice assistant was sketched, the MOSCOW table and user requirements were done, which involved multiple revisits to the research from stage 01 and user interviews (refer appendix). However, there were some ideations from co-design activities that were futuristic, which weren’t in sync to the established vision statement.

The concept finalized after this stage drifted away from the key vision statement and wasn’t solving the goal of helping people get over the upfront costs and not motivating people to buy an electric vehicle, directly and hence the idea was dropped.

The designer had to pause, relook at the vision statement, interview feedbacks and the various concepts ideated in the previous stages, to collectively identify and create a meaningful concept statement.

Fig 17: Co-design session wall (Author’s own image)

9.0

{

Final concept statement Electrify is a car buying support app that provides suggestions of an electric vehicle by studying the current usage of the existing car along with a consideration of people’s budgets, requirements, knowledge and provides opportunities to have a practical experience of the suggested vehicle and motivate them towards buying it through additional incentives and benefits on their social and personal life.

}

What was different to the previous concepts?

The final concept is a combination of previous ideas with an addition of practical experience to the overall buying experience. A layer of comparative reports between their existing cars and the suggested car was added to nudge their approach towards electric vehicles and educate users about their current needs and value of a vehicle in their personal and social life.

What impact will this have?

This solution would help enhance the user’s current buying experience by addressing the challenges faced by better projection of the vehicle benefits.

A practical experience along with an opportunity to self-reflect and review helps build trust and confidence in their decision of selecting the vehicle recommended.

Must have

Should have

Could have

Won’t have

Capture the requirements of the user

Opportunities of self evaluation and

Ads of latest electric vehicles

Newsletter updates on

like preferences, budget and their

reflection on reports

available in the market

vehicles and recent initiatives

Must show options of electric

Detect location and provide a list

Provide assurance and guidance by

Links and updates on sustainable

vehicles within the preferred budget

and options of dealers close by that

the company/trust worthy source to

and electric vehicle events

from which the user can select from

provide rental services for the initial

choose the vehicle

happening around the user’s

level of awareness

experience of the suggested vehicle

location, to be more aware about initiatives and developments

Provide report on the amount spent

Project total costing in an alternative

Suggestions and guidance to

on travel/fuel over a period of time

manner like a breakdown of

other ways of reducing carbon

and indicate opportunities where it

investment

footprint and maintain a

could be saved Highlight benefits on one’s

sustainable lifestyle Provision to connect to the dealer

Continue providing reports once the

personal life

electric vehicle is bought

Provide a comparative study

A plan for how people could go

with and without the electric

about saving for their future car

vehicle usage Alternative solutions to payments

Use social media profiles as a base

(lease, subscription models) to

to create user profile

enable people to pay the cost

Table 02: MOSCOW’s table

Incentives on other day to day bills and payments as motivators towards using an electric vehicle

9.1

This table helped the designer identify and prioritise

MOSCOW table

the different functionalities and features of the app to ensure its purpose was solved.

9.2

Context Scenarios 01.

05.

09.

When Jerry begins his research, he wants to be

When Jerry makes the first decision to use the

When Jerry is driving his vehicle and decides to

able to insert his various requirements and

product, he wants to be able to compare his

visit a dealer, he wants to be able to locate

receive suggestions based on these

current expenses and cost with and without an

dealers near him, so that he could have a

specification in order to avoid confusion and

electric vehicle so that he’s able to understand

one-to-one conversation with them before

bombardment of all models.

his impact with his current car in better light.

experimenting and making the initial investment.

02.

06.

10.

When Jerry looks for cars, he wants to be presented and suggested cars that are within his budget and best suited to his lifestyle and needs so that he doesn’t have to spend above his capacity.

When Jerry decides to buy the car, he wants to receive different options to making the payment so that he could be able to pay the least amount in the most hassle-free way.

When Jerry is reading and browsing through vehicles, he wishes to be presented with the costing in its totality so that he understands the money he would be spending over a period of time, post his purchase and first payment.

03.

07.

When Jerry registers and begins to use the

When Jerry decides to buy the car, he wants

product, he wants to receive a report on the

to know what would be the other benefits he

money spent and know key indicators so he

could receive so that he feels more valued

When Jerry wishes to connect with the dealer,

knows where he could save next time

and responsible.

he wants to be able to do so over both

11.

telephone and online at a time that’s suitable

04.

08.

When Jerry browses through vehicles and

When Jerry is making his decision, he wants to

selects one to know more, he wants to be able

be able to self-evaluate and reflect whether the

to know additional benefits on his personal life

impact is worthwhile so that he feels satisfied

apart from it being eco-friendly

and content with his decision.

to him!

Table 03: Context Scenarios

9.3

Identifying key features of the app Once the user’s needs were defined, possible features that enable the user to perform the task he wishes to, were brainstormed upon. Also, existing apps and parallel solutions were observed to understand what their shortfalls were, so that those could be identified and improved.

Various mental models were studied to know gestures and already established patterns amongst people to reduce the learning curve of any new user (Grozny, 2018).

Why was this done?

This was done to build a platform that is easy to use and understand, providing the buyer with just the right amount of information needed without being overwhelmed with functionalities that’s time consuming to get used to.

Fig 18: User Requirements (Author’s own image)

Conversational tone

Simple, easy and intuitive navigation

9.4

Finger-friendly Tap-targets

Design principles Following were the principles used throughout the making of the design

Minimum need for typing

solution. The idea was to seamlessly integrate the app into the day to day lives of people, through targeted marketing on social media platforms and be easily used and adapted by people from all awareness and knowledge levels.

Controls based on hand position and existing mental models

Providing user control

Minimalistic design and content

Fig 19: Design Principles (Author’s own image)

9.5

App features 01. Recommendations based on budgets and requirements The user can enter his preferences, budget and the type of vehicle and get suggestions on best suitable options based on his needs

02. Connect to your car to get reports with opportunities to save money The user can connect to his current and recommended car to be able to reflect on the money saved along with other advantages to switch to an electric vehicle.

03. View news and updates on the latest advancements in technology and initiatives The user can be updated with all latest government investments and grants, infrastructure developments without being dependent on third party sources.

Fig 19: App features (Author’s own image)

9.6

User Personas Two personas were created based on when they plan to buy the car. Inclusion of different scenarios led to addition of features and options in the input fields overall.

01: Primary user | 02: Secondary user

How did this prove useful?

This not only strengthened the concept, but also validated it and expanded its use to a much wider audience. The time frame for the app use saw an opportunity beyond just buying of the vehicle to also proving to be a tool to identify savings and help potential buyers plan for their next electric vehicle.

Persona 02: Future buyer | Wants to buy one in the coming months (Overview provided- identifying the need)

Persona 01: Active seeker | Wants to buy one immediately (Journey detailed- identifying pain points and needs)

CURRENT JOURNEY 01

CURRENT JOURNEY

Jerry currently works at Nottingham and lives in Loughborough

Routine: Travels to work daily in his petrol car with a travel time of approx 45 min one way

Meet Jerry Age: 27 Profession: Engineer

Persona 01 (primary)

Trigger: He now needs to travel to London twice a week initially for his ÂŁ new project which increases his travel Problem: time to almost This has increased his fuel 2 hours one way expenses and has reliabiality on his car more. Train being too expensive, he has no option but to drive there.

Increasing awareness and stringent laws on congestion fee is another added expense.

What does he do?

He begins to research online for the latest cars available and tries and gets to know the market better!

Need: Jerry is looking for ways to be more sustainable and vehicles that could help him save money and also be rewarding personally and enviornmentally.

Fig 20: Persona 01 (Author’s own image)

What does he use?

He googles and comes across multiple sites, information portals and links that he is overwhelmed with and is ultimately confused and discouraged.

This makes him take it slowly and postpone his idea.

He speaks and discusses with colleagues and friends for suggestions and opinions. But each has their own opinion based on the news, unawareness and lack of confidence at the moment.

How does he begin?

Reflects on his needs, preferences and budget and now starts his search again!

The Problem: He isn’t able to find the perfect fit and is alittle unsure about what would suit him best

The information: Every portal, blog and news talk the technical language and about the rapid change and development; unsurity and unreliability.

The challenge: Jerry is put off by these upfront costs and is hoping to find guidance and a perfect fit to his individual demands and find the perfect fit!

Cars that he likes are way above budget and those that are cheap aren’t fulfilling his demands.

CURRENT JOURNEY CURRENT JOURNEY 02

Fig 21: Persona 01 (Author’s own image)

About Ben: He is an artist and an explorer. He travels around UK for

Meet Ben

Age: 25 Profession: Artist

events and establishing his network.

He currently doesn’t own a vehicle but wishes to buy one in the coming year.

Active on social media Constantly in look out for opportunities and new initiative.

Is young and willing to experiment!

Travel schedule: He travels atleast twice a week to events or

Persona 02 (secondary)

shows to perform.

He currently uses the train or bus to move around, but its too time consuming and needs to be dependant on public transport which is a hurdle.

His need: Ben wants to buy a car of his own so that he can move around independently. He aims to have more opportunities to perform in the coming months for which he wants to be independent and save time and energy.

He currently doesn’t have the money to buy a new car immediately but aims to but one in the coming year. And wants something small, compact and perfect that’s just Fig 22: Persona 02 (Author’s own image)

right for his needs!

9.7

User journey & Storyboards

Fig 23: Storyboard (Author’s own image)

About the intiative: What is it, what’s the aim and why should he use it? What benefits can he gain after he uses it. A bit about who is it by and ultimate goal.

The Introduction: When Jerry goes online, he comes across the campaign and advertisement of this product/service

USER JOURNEY

Profile creation: Jerry is willing to try the service since he thinks it’ll be rewarding and helpful to make the right choice!

He begins with creating his profile and begins his journey!

Actions: Jerry answers a few basic questions about his preferences, reqirements and choices and puts in his budget and other parameters. He gets certain suggestions about the kind of vehicles close to/ within his budget that suits his personality.

01

Part 01

Options to choose from:

Understands what needs to be done: He is introduced to the product and what will it do to help him make the right choice.

Delighted and looking forward to this journey: He sets a reminder to switch on his location and connectivity on the next day!

He grants permissions to access to his car’s system, what reports he would like and what level of feedback would he need.

Downloads app:

Jerry browses through multiple cars that are recommended to him. Gets to know different details about the vehicle: both technical and nontechnical with more emphasis on why it would suit him best!

He is still unsure and wants to be sure about what car would suit him best. He then decides to take help of the product to know more!

He downloads the app on his phone and syncs his profile.

Fig 24: User Journey (Author’s own image)

One week later

Next morning: Jerry is reminded and switches on his location and bluetooth and connects the app to his car system and keeps aside and begins driving.

On his way: The app captures Jerry’s travel time, distance, halt time and fuel refill frequency each time he drives.

Review report: Jerry scrolls through and reads the report and has the option to extend and agree/ disagree and make changes if needed.

View recommendation & connect with dealers: He accesses the report and feedback on his laptop and searches for dealers nearby who he could rent the car from and get some more g uidance from!

Views recommended vehicles and books appointment.

Recommended car: He selects the car he likes and wishes to know more about it.

He gains knowledge and understanding about the vehicle benefits and is given an option to experiment and experience the difference first hand!

One week later Dealer visit: Jerry visits the dealer and books the car with the scheme/ type of payment that fits perfectly within his budget and plan.

Seeks Guidance: Jerry gets to know more about the different payment options and their benefits on his personal life.

Compares reports: Jerry self analysis and reflects on both the reports ; with and without the electric vehicle and makes a decision.

Discounts and savings: Owns the car now and reaps benefits: Once Jerry is handed over his car, he continues enjoying the experience and collects points and receives reports. Therefore now is well aware about his expenses, carbon footprint and has the opportunities to be benefitted from his actions and choices made.

Jerry now can save on his electricity, tax and other bills

Dealer visit: First hand experience:

Jerry is introduced t o the car and

Jerry uses his new electric car

is explained the process further.

and experiences the d ifference

Required connections and set

and impact it has! The app

up is done and the intial rental

continues to track his journey

amount is paid.

details and makes a report at the end of the week.

by earning more points due to a less carbon footprint and is motivated to spread the word around!

Fig 25: User Journey (Author’s own image)

USER JOURNEY Part 02

01

App

Website

Ad Promotion

App

Coupon 01

Coupon 02

The Introduction: Ben comes across a video promotion of this product/service through his youtube feed and is eager to know more about it! {This is through t argetted marketing}

Directed to website: Ben clicks the video and is directed to the website, where he gets to know about the initiative and is encouraged to download the app for further details.

Planning & Goals

Downloads the app: Ben downloads the app and receives some coupons which he could redeem eventually in his journey. { These could be initial triggers for him to think about sustainability and start changing smaller habits }

Profile creation: Ben is willing to try the service since he thinks it’ll be rewarding and helpful to make the right choice!

About the intiative: Ben gets deeper insights about What is it, what’s the aim and why should he use it? What benefits can he gain after he uses it.

A bit about who is it by and ultimate goal.

Our Suggestions

Accessibility

Payment options

Provide access: In order to manage and track his expenses, Ben would sync his savings app and allows access so that he is notified and triggered areas where he could save.

Sets budgets and expenditure allowance: Ben then uses the app to help him decide a goal, set monthly budgets and work towards saving for his dream car!

Lives his life: While Ben continues living as usual, the app tracks his expenses and sends triggers and indications weekly as to what savings can be done.

Comparison and Browse: Ben now reads more about the car cost, modes of payment and minimum amount payable per month.

Get Recommendations: He gets certain suggestions about the kind of vehicles close to/ within his budget that suits his personality.

He understands the system and compares different vehicles based on their value addition and capabilities with individual costing.

Ben browses through multiple cars and gets to know different details about the vehicle: both technical and non-technical with more emphasis on why it would suit him best!

He also wishes to seek advice from the company advisor to help him make the right choices.

Feels responsible: With the weekly reports, Ben is more conscious while he spends and sets aside some amount to achieve his goal.

Gradually, he would be able to achieve his aim and buy the car.

{ He begins with creating his profile by asnswering a few questions about his preferences, r eqirements and choices and puts in his budget and other parameters and providing access to other required social media accounts by carefully reading the usage policy and purposes }

USER JOURNEY

02

Fig 26: User Journey (Author’s own image)

9.8

Initial sketches and wireframes Multiple iterations were done beginning from hand drawn sketches to using tools like Marvel, Invision and photoshop to brainstorm and develop the design solution.

Every iteration involved changes across different components; hence the following slides would present the evolution of individual components & pages from the beginning till the final design.

Fig 27: Initial sketches (Author’s own image)

9.8.1 Stage 01: Hand sketched wireframes The target route was sketched out to begin with, followed with the key landing page and sign up process.

The first sign up was a 3-step process, which included profile creation accessibility to privacy.

Every stage of using the app was sketched considering the hierarchy of user requirements.

For more process images refer the appendix.

Fig 28: Initial sketches (Author’s own image)

9.8.2 Stage 02 The first digital version

Sketched wireframes were then created digitally using the Marvel tool to create a mid level prototype to be tested by users on their mobile phones.

} }

App features (what and how will it help)

{ {

About (brief)

Instagram ad: Target question with a swipe up action to know more Brand network (to build trust)

{ The Introduction }

Landing page: Brief introduction of the product and its purpose

Benefits (advantages)

(Scroll) Fig 28: Digital wireframe (Author’s own image)

Giving access for better recommendations: For the user to feel in control of his data

Sign up: Using social media accounts was kept secondary initially

Profile creation: Basic details + service selection + user type

{ Sign up process }

Preference form: Simple form with basic requirements to build profile

Recommendations page: Listing of cars with a brief description

Fig 29: Digital wireframe (Author’s own image)

Search

Car card on recommendations page: Selected card will open a car details page

Search: Has options of creating new parameters or continue searching with existing profile

Home: With recent updates and news Fig 30: Digital wireframe (Author’s own image)

{ On the app }

Car detail page: Car details + features + video section emphasizing on the social value (a page after recommendations)

Activity: Consisted of basic daily activities of connecting to the car and viewing reports View Reports: Brief report along with a feedback from the expert team.

{ On the app } Fig 31: Digital wireframe (Author’s own image)

Connect to car and begin journey: Basic buttons to perform action and an opportunity to add more details to enhance study and feedback. Was aimed to capture pre and post travel feeling/emotions.

What was done next and why?

This stage was body stormed to know:

01. Whether the information and signing up process needed to be a 3 step process?

02. The process of searching and performing tasks was how easy?

03. Was the information presented convincing? What more could be added?

How did this help?

This helped the designer empathize with the user and know the shortfalls and make decisions on what would come next.

What was learnt?

What was changed?

01. The most important information was hidden after

01. The information across pages was shuffled to bring

multiple tasks which didn’t guarantee the user understood it

the most promising communication towards the front;

at the beginning.

without having the need to scroll down to know more.

02. Key functions were hidden under two-three steps with

02. The primary actions of connecting to the car and

less information.

viewing reports was brought to the front.

03. The stages for signing up involved multiple steps

03. The signup process was shortened by combining the

before reaching the ultimate aim of the app; which would

accessibility and service selection in a single page; making

lead to frustration amongst users. Accessibility didn’t seem

it optional to be done at the start, since it wasn’t one of the

very convincing at this stage.

primary focus’.

Table 04: Learnings and Changes

Some iteration stages: Every element of the app saw different levels of rework.

The following slides therefore showcase the changes as per individual elements.

01

{ Taskbar development

Began with three basic tasks. However, a deeper need for more shortcuts were needed which led to the decision to change to five key functions.

}

02

To begin with, the taskbar underwent several changes in terms of its functionality.

{

The objective was to make all key functions accessible from the taskbar. Hence, depending on the hierarchy and duration of the functions,

Confusing terms with similar functionality

}

reasonable decisions were made.

03

{

Primary tasks like connect and view reports were within the activity tab; leading to confusion.

}

Fig 32: Taskbar Development (Author’s own image)

02 01

Profile creation This page saw merger of inputs and pages to completely eliminating sections of data accessibility to the inner pages.

This was shortened even more after the experience prototyping session.

Fig 33: Profile Creation (Author’s own image)

03

02

01

Schedule appointment Attempts to make appointment slots visible with more emphasis along with a call function directly available were made.

{ Fig 34: Appointment page (Author’s own image)

This page initially had the calendar style date picker, with the appointments available at the bottom.

}

{

Changed to a linear picker; to reduce need to scroll and making all of the information visible at once.

}

9.9

Experience Prototyping The mid fidelity prototype was tested with a user in an indoor casual setup to get his feedback about the concept and experience of the app.

Sampling The user selected was within the target age group who is an active seeker of cars and is well aware about its technology and development. He was selected since the feedback and inputs would be valid and add value to the existing design.

The process The user was introduced to the idea and given three primary tasks to perform. The aim was explained along with giving a brief about the persona he represented to know the need better.

Fig 35: Experience Prototyping (Author’s own image)

How did this help?

This proved to be an insightful session with alot of feedback given from the user’s perspective. Parallel solutions were discussed and along with information hierarchy, taskbar functions and additions to the existing content were discussed and agreed upon.

What was learnt?

According to Marco Suarez “Understanding not only the what, but the why, behind the design of a system is critical to creating an exceptional user experience.”

Dividing main tasks to smaller ones would be more helpful.

The terms used in this version were misunderstood at times; hence those needed to be made more specific.

Overlap of information had to be cleared along with elimination and addition of certain functions.

The importance of appropriate words to convey the message was the key highlight of this learning.

Fig 36: Experience Prototyping tasks (Author’s own image)

9.9.1 Iterations post testing Feedback from this session was implemented to a quick alteration across pages before being tested again by more users.

This was done to know whether the improvements were relevant to a wider audience and validate the its effectiveness.

Following pages show what and why the additions to the existing design were done.

Landing page section

{

Social scores was changed to eco scores to feel more responsible, appreciated and valued

}

}

{ { Recommendation page card

More functions to ensure user could edit and control his preferences and recommendations.

More details were added along with the save option to help him compare later

}

}

Sign up page The services were reduced to three primary services along with some brief description about each to get better knowledge of the service.

The taskbar

{

Key functions of reports, connect and explore were brought to the front so that the user could easily perform the required tasks with minimum taps.

}

Fig 37: Prototype iterations (Author’s own image)

Sign up page Signing up with facebook and google was made primary to cut down number of steps and also permitting access to existing data to create profile for better predictions through AI Reports page More parameters to the car comparison were added to be indicate the drastic difference in the costing which would pursuade the user more.

Sign up form Brand sections would eliminate the unwanted recommendations

Reports page ‘Opportunities to save’ would make the user feel more informed and responsible.

Fig 38: Prototype iterations (Author’s own image)

9.10

Usability Testing Two rounds of usability tests were done using the Maze platform. These tests varied from the previous user test.

Recruitment of participants: People who are British and between the age group of 18-29 who currently drive were chosen for the testing of the second iteration.

Students who have a fair experience of renting a car in the past and who currently drive were also amongst the others

Learnings: Dividing the complete task into smaller tasks and providing a brief about the project made it easier to make sense of what was required by the tester.

Fig 39: Usability test (Travis, no date)

9.10.1 The Tests These iterations were tested by 10 users; all within the basic requirements of selective sampling.

For detailed test results refer to the appendix.

Test 01: A single link: with all tasks combined with a brief in the beginning.

Link: https://t.maze.design/4736843 Report: https://maze.design/r/248o2zdyjzeglxfb

Test 02: Overall test was divided into smaller tasks with specific goals.

Link: https://t.maze.design/4761265 Report: https://maze.design/r/248o2zdyjziv5lq7

9.10.2

Iteration 01 results

{ {

} }

Single task with combination of the three tasks

Average duration per task

= 16.8 sec

Fig 40: Usability test 01 results (Author’s own image)

{ Hotspots were on tasks that were required to be done, hence the usability score isn’t valid in these tests.

{

Sub tasks resulted in confusion

Fig 4: Test 01 Heatmaps (Author’s own image)

9.10.3

Iteration 02 results

{ {

Entire task divided into three different tasks

Average duration per task

} }

= 11.83 sec

Fig 42: Usability test 02 results (Author’s own image)

{ Feedback regarding satisfaction and experience was evaluated in this test.

Fig 43: Test 02 Heatmaps (Author’s own image)

9.10.4

Feedback & Observations from Usability testing

01.

Visibility and the most actionable button needs to be highlighted on each page

02.

03.

A comparative section on the individual report page

One user expressed his views about having a

helped solve its purpose; especially in situations in which the user didn’t visit the weekly page.

monthly savings option over individual trips.

That would impact better.

04.

05.

An opportunity for the service to be made

There was a confusion about what action

available to a person for a day was suggested, if

needed to be performed on some pages due

the user did not want to rent for a week.

to visual emphasis

06.

07.

The usability score was higher in the second

The average task time reduced considerably

iteration but the results showed that the user

from the first to the final evaluation.

clicked on the right hotspots to perform tasks.

Fig 44: Test feedback & observations(Author’s own image)

10.0

Visual Design Fig 45: Visual Design S7 mockup (Author’s own image)

Minimalism | Balance | Card layout | Seamless integration | Natural interaction

What was strived for in the final designs and why?

{ {

Android guidelines for typeface and font sizes were referred to design as per guidelines.

An honest tone was used to bring the feelings of authenticity and trustworthiness.

Fig 46: Changes in final design (Author’s own image)

}{ }{

Emphasis on the connect button was reduced. The taskbar was designed with an intension to support functions rather than causing confusion to what needed to be done.

Feedback was provided at all possible stages to keep the user oriented and feel in control of his actions.

}{ }{

Consistency and minimal use of color was maintained throughout to enhance focus on vehicle imagery and content.

Measures like adding pagination was considered in attempts to reduce page loading time.

} }

Aa

10.1 Roboto

Aa Aa Aa Aa

Typography The app is designed for the android version and hence since Roboto is the default font for an android phone, it was used across the design.

Light | Regular | Medium | Bold

Roboto Medium

Roboto Bold

Roboto Regular

Roboto Light Description pointers 28 px

Heading 01 62 px

Body 42 px Fig 47: Typography (Author’s own image)

Heading 02 42 px

10.2

10.3

Colors

Iconography

Primary colors

Logo This symbolizes the electric charger to directly

#000000

#263238

convey the purpose of electric vehicles.

#4f5b62

Neutral shades from the grey scale were used as primary colors to shift focus to the car colors and page action buttons. This scale is complementary to all other colors of the color wheel.

Secondary colors

Icons Minimalistic style was aimed to use throughout with curved

#85bc5c

#558b2f

#255e00

Green is symbolic to nature, eco-friendly and quality: the three primary keywords for the app.

These shades of green were used since they have a good contrast against white (base color) and the primary colors; something that is most important when the app is viewed in sunlight.

Fig 48: Colors & Iconography (Author’s own image)

edges with minimum line weight. Scalability of the icons was also taken into consideration.

01.

Stumble across an instagram ad

11.0

User Journey Following are the final screens for individual user journeys.

Task 01 Trust the product and sign up

Fig 49: Instagram ad (Author’s own image)

02.

Scroll down the landing page

Scroll down

Fig 50: Landing page (Author’s own image)

02 a.

View brand networks and app features

Scroll down

Fig 51: Landing page (Author’s own image)

02 b.

View additional benefits and sign up

Fig 52: Landing page (Author’s own image)

03.

Sign up using your existing social media profiles

Fig 53: Sign up (Author’s own image)

03 a.

Select services that you want to use

Fig 54: Select Services (Author’s own image)

03 b.

Fill a form with all your requirements and demands

Scroll down

Fig 55: Sign up form (Author’s own image)

03 c.

Fill a form with all your requirements and demands

Fig 56: Sign up form (Author’s own image)

04.

Get recommendations based on your entries

Fig 57: Recommendations (Author’s own image)

05.

View details of the selected car

Scroll down

Fig 58: Car details (Author’s own image)

05 a.

View features

Scroll down

Fig 59: Car details (Author’s own image)

05 b.

Watch a video showcasing the value of the car and read buyer reviews

Fig 60: Car details (Author’s own image)

06.

Search for dealers nearby

Fig 61: Search dealer (Author’s own image)

06 a.

Schedule an appointment

Fig 62: Book appointment (Author’s own image)

06 b.

Receive a confirmation feedback and add to calendar to set a reminder

Fig 63: Booking confirmation (Author’s own image)

The prototype Task 01 Trust the product and sign up

Fig 64: Task 01 prototype (Author’s own image)

YouTube link https://youtu.be/vBR7m8t_X4k Invision link https://invis.io/B8TO8QPQ7A3

01.

Stay updated with the latest news and updates regarding infrastructure and other developments.

Task 02 Connect app to car and view results and book car

Fig 65: News screen (Author’s own image)

02.

Connect device to your car’s system

Fig 66: Connect to car (Author’s own image)

03.

End journey and view reports

Fig 67: End Journey (Author’s own image)

04.

View day’s report and receive a feedback to know details about your journey

Fig 68: Today’s report (Author’s own image)

04 a.

View weekly reports

Scroll down

Fig 69: Week’s report (Author’s own image)

04 b.

Receive feedback and opportunities to save

Fig 70: Week’s report (Author’s own image)

05.

Compare reports to know better and make an informed decision

Scroll down

Fig 71: Compare report (Author’s own image)

05 a.

When convinced, book the recommended car

Fig 72: Compare report (Author’s own image)

06.

Review car brief and confirm booking

Fig 73: Confirm booking (Author’s own image)

07.

Get an email confirmation for further details

Fig 74: Confirmation feedback (Author’s own image)

The prototype Task 02 Connect app to car and view results and book car

Fig 75: Task 02 Prototype (Author’s own image)

YouTube link https://youtu.be/vBR7m8t_X4k Invision link https://invis.io/GSTN9EGKTP8

What’s conveyed to the user?

What will it know?

• Social media profile accessibility • Car system integration to study car systems and usage • Location and spatial orientation • Plans and desirability of users through text inputs • Emotions and other travel details to strengthen social aspects of study

• Reports on user behaviour and car usages • Study of expenses to identify saving opportunities • Suggestions of nearby car dealers • Recommendations of cars through predictions of what the user would likeboth based on the inputs provided and analysis of other activities

12.0

The app What makes it smart?

12.1

Critical Evaluation According to (Abu Experience, 2017) more than 28% of the world’s population used a smartphone in 2016 which would reach 6.1 billion by 2020. Thus making it the go to device for all.

As per the designer, the concept proves to fulfill the established UX vision statement by enabling buyers of an electric vehicle to view the vehicle in a better light above just costing. Multiple opportunities to experience the vehicle before buying one, would build trust in technology and help people make an informed decision by viewing reports. Triggers to saving opportunities would sub-consciously make people self-aware of their actions which also eventually contributes towards a behavior change. This overall process of decision making would nudge them towards booking an electric vehicle. this would overcome their current barriers, but wouldn’t guarantee validation of the acuracy of predictions and likings to show immediate results towards booking the vehicle.

However this concept is dependent on the use of a smart phone and technology. Hence connection to wifi or the internet could be a limitation to use in remote areas.

Reliability on a smart car could be another challenge in certain situations. Trusting the authenticity of the data provided would be another.

Fig 76: App Mockup (Author’s own image)

13.0

Self reflection

The process of user testing was interesting since I used multiple tools to conduct and get results. Each session helped me improve on

This project overall saw a lot of turns in its approach right from research

communicating my concept and what was needed to be done. The

till design. The topic of interest throughout expanded from being a

questions and feedback received from the testers added more layers

transport issue to a challenge to take the first step. As a UX

to my concept to strengthen it further. Most of the testing was done

designer, taking up a topic that was completely unknown to me to

remotely by giving a brief introduction about the topic, which made the test

having done the research and design a solution has been one of my most

more real, since they weren’t guided by the designer at every stage. This

intense processes and projects. There were multiple challenges on an

brought out the real challenges and time taken. Flip side being that the

individual level that were dealt with a professional approach.

feedback given was only through text, which would have been better if

Experimenting with the methods and design tools was something that

done face to face. But this resembled a real-life scenario, which made

brought in a lot of perspective to every aspect of this project.

the test more valid and logical.

The continuous juggle between the future and present scenario, weighing ideas and imagining advancements always kept the project going. The

The attempt throughout the project was to build a meaningful solution that

brainstorming cards helped in imagining possibilities but at the same

could contribute to bringing about a change. Initial ideas touched upon

time took the project off track in between. However, the delay and set

community & service design approaches, but however constant feedback

back in the enthusiasm of the futuristic concept took a back seat and

and research directed the concept towards a mobile app. However, this

paved way to reflect and look back at the enormous numbers of concept

would not be a standalone app but would require the support of the

ideas, eventually shaping the final concept. The concept has truly devel-

Government and other brands to make it a success. I do see potential in its

oped with every stage through additions from different inspirations and

value to be implemented in near future, if the support and right measures

observations, feedback from mentors, friends and users.

are taken. The design could undergo some more additions and iterations in sequencing of some information to create a social impact, before

My strengths and knowledge about the UX process has strengthened

being tested by real users if the project duration was longer. The next

especially after this second stage of the project. My patience has been

stages would be to design an IOS version of the app, since IOS users are

developed. Keeping a calm mind and focusing on the possibilities has

higher than that of Android in the UK. The limitations and challenges faced

made this project a success. At a point when all concept ideas didn’t

would be raising awareness of this concept amongst people. However, this

seem to work, the pause and reflection on the previous stages helped

could be overcome if smart use of marketing strategies and

me look at the ideas in better light. However, putting a stop to the use of

communication mediums are done.

multiple methods after a pool of ideas and validating them to the project research is something I would do differently the next time. This would

Overall, all decisions taken throughout the project has been with a user

help me be on track.

centric approach in order to help bridge existing gaps and encourage more people to make the decision to switch to an electric vehicle.

14.0

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Retrieved September 5, 2019, from https://www.freepik.com/free-vector/ ideas-light-bulb-illustration_2631973.htm#page=6&query=post+it+notes&position=22

Katemangostar. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/ free-photos-vectors/banner”>Banner vector created by katemangostar

rawpixel (no date) Grayscale Photo of Person Hand Shaking · Free Stock Photo.

Available at: https://www.pexels.com/photo/grayscale-photo-of-person-handshaking-1282173/ (Accessed: 5 September 2019).

Travis, D. (no date) Run a usability test | HD photo by David Travis (@dtravisphd) on Unsplash. Available at: https://unsplash.com/photos/WC6MJ0kRzGw (Accessed: 5 September 2019).

Kutsaev, R. (no date) Light, lightbulb, light bulb and glowing | HD photo by Rodion Kutsaev (@frostroomhead) on Unsplash. Available at: https://unsplash.com/photos/xkEtD4Stn0I (Accessed: 5 September 2019).

Kolde, B. (no date) Flatlay, tech, cincinnati and united states | HD photo by Ben Kolde (@benkolde) on Unsplash. Available at: https://unsplash.com/photos/d6dxQwmxV2Q (Accessed: 5 September 2019).

Pande, S. (2014). Case study: The strategy and tactics behind the creation of Brand Modi. Retrieved September 6, 2019, from https://www.businesstoday.in/ magazine/case-study/case-study-strategy-tactics-behind-creation-of-brand-narendra-modi/story/206321.html

macrovector. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/ free-photos-vectors/business”>Business vector created by macrovector macrovector. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/ free-photos-vectors/background”>Background vector created by macrovector macrovector. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/ free-photos-vectors/car”>Car vector created by macrovector_official Macrovector. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/ free-photos-vectors/background”>Background vector created by macrovector Macrovector. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/ free-photos-vectors/business”>Business vector created by macrovector Makyzz. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/free-photos-vectors/technology”>Technology vector created by makyzz pikisuperstar. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/ free-photos-vectors/people”>People vector created by pikisuperstar pikisuperstar. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/ free-photos-vectors/business”>Business vector created by pikisuperstar

New Niro Plug-In Hybrid | Kia Motors UK. (n.d.). Retrieved September 6, 2019, from https://www.kia.com/uk/new-cars/niro-phev/

pikisuperstar. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/ free-photos-vectors/people”>People vector created by pikisuperstar

Freepik. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/free-photos-vectors/business”>Business vector created by freepik

Pikisuperstar. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/ free-photos-vectors/people”>People vector created by pikisuperstar

Freepik. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/free-photos-vectors/design”>Design vector created by freepik Freepik. (n.d.). Freepik.com. Retrieved from “https://www.freepik.com/free-photos-vectors/people”>People vector created by freepik

Mockup thislooksgreat.net - S7 Mockup – thislooksgreat.net. (n.d.). Retrieved September 6, 2019, from http://thislooksgreat.net/s7-mockup/

15.0

Appendices

Prototype links

Attached as a separate document.

Low Fidelity Test 01 Prototype: https://t.maze.design/4736843 Report: https://maze.design/r/248o2zdyjzeglxfb Test 02 Prototype: https://t.maze.design/4761265 Report: https://maze.design/r/248o2zdyjziv5lq7

High Fidelity Task 01 YouTube link: https://youtu.be/vBR7m8t_X4k Invision link: https://invis.io/B8TO8QPQ7A3 Task 02 YouTube link: https://youtu.be/vBR7m8t_X4k Invision link: https://invis.io/GSTN9EGKTP8

Word Count 4997