Arrived app is a digital solution to safety issues faced by electric scooter riders in North America. This app provides them with dedicated and safe routes, safety toolkit, nearby hotspots, scooter health, rewards and more. To view the prototype of the marketing website of the app, click here.

This is a solo UX Design project. Some typical roles I played as a full-stack UX designer were UX Researcher, Copywriter, UI Designer, and Interaction Designer.

I used the Double-Diamond Design approach to go around this problem. I utilized and prioritized the phases of Discover, Define, Design and Implement.

During the discovery phase, I conducted primary and secondary research. Starting with secondary research and some assumptions around the problem space, I interview three users to understand their pain points and day to goals relating to the space.

During the defining phase, I consolidated all the findings from the research and used affinity mapping tools. I was able to identify four different themes from which Safety and Training was predominant.

During the design phase, I started from sketching wireframes and converting them to lo-fidelity prototypes. I then conducted two rounds of user testing to get to a mid-fidelity prototype. Thereafter, I initiated the brand discovery process to obtain the visual identity using moodboards and more A than B techniques.

During the implement phase, Finally, I injected colors and brand identity in the app to arrive at the Hi-Fidelity prototype, developed a marketing website prototype and translated the UI for multi-platform adaptibility. Here, I also formalized the UI library and the design system for the developer hand-off.

The North American electric scooter industry is expected to become a $15 bn dollar industry with a CAGR of 41.6% by 2029. Though the popularity is clearly increasing, more than half of riders are worried about being hit or hitting someone. About 13% of riders choose not to ride again after their first ride as they felt it is unsafe.

Diving deeper, only 4.4% of riders from the total e-scooter related injuries in North America in 2021 were found to be wearing helmets. It get worse knowing that there were eight e-scooter related fatalities in North America between 2017 and 2019.

Clearly, it can be intimidating to be a rider or even a pedestrian, especially with the growing number of scooters on road. For these reasons, people do not consider using them as a vehicle for commute.

Based on the data, and my personal experience with e-scooters, I formed some assumptions around the problem space

To validate the secondary research and assumptions, I conducted three user interviews. The idea was to understand safety issues around usage of e-scooters and factors that motivate/demotivate riders to use scooters for their daily commute.

The users provided some key insights and pain points that helped not only to validate the assumptions, but also to understand in depth, their motivations and goals.

In this step, I used the affinity mapping process to categorize pain points, motivations and behaviors into different themes such as Safety and Training, Efficiency and Usability. The Safety and Training theme as users described their concerns as seen.

Owning, riding and maintaining an electric scooter is as much of a task as owning any other vehicle. I wanted the user to experience ease in owning one. So, I asked the questions - what do they want to do to feel confident and safe about using an electric scooter? What are some things they might want to stay updated on?

As an electric scooter rider

Out of the above list of tasks, some were selected to develop the primary flow of the app (only for the purpose of this project).

I explored multiple ideas through sketching to reach the proposed digital solution in the task flow. The flow depicts a user starting a new ride on an e-scooter by choosing from three different route options - safest, shortest and fastest.

I conducted two user testing sessions, each testing five users. There was extensive feedback . The main concerns that emerged were: Visual Hierarchy, Whitespacing and Labelling.

As an example, a major feedback was for the following screens, where the users mentioned that they did not require two different screens to complete the step "Start a ride". Based on that, I iterated.

Arrived - the wordmark stands for the ultimate goal of my user - to arrive at their final destination. Although, this was a tough part of my project, I am glad I "arrived" on this name as it aligns with the users end goals.

As I moved on from the mid-fidelity prototype, I experimented with colors. I created a visual mood board, jotted some key traits of the persona and developed a more A than B list. I used these tools so that the app colors and typography communicate safety to the user while still being fun and accessible.

A great product not seen enough is just another app. I wanted to ensure visibility that the app receives its share of visibility so that potential riders can read more about it before downloading it. So, I created a responsive marketing website.

- User research should be the guiding force for any Experience design.
- Seeking feedback proactively is the key to iterating productively.
- Identifying arbitrary work like visual identity exploration and timeblocking helps meet timelines.