Advantage
Making electric bikes affordable
enzo colasante
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Role
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Advantage is an electric bike leasing company that aims at providing a worry-free and affordable solution.
Challenge
An electric bicycle is not a choice accessible to everyone, especially those who just need a vehicle for a short term.
The goal is to create an alternative solution to purchasing an e-bike for those who have difficulties paying the full price.
Solution
A web-app prototype allowed me to test the idea and confirmed that users would benefit from this service.
My role
I was responsible for the entire product. From research, conducting user interviews, synthesizing and prioritizing goals, brainstorm ideas to finally designing and testing the solution. I created informed based design such as wireframes, low fidelity and high fidelity prototypes, iterating insights along the process.
Approach
I adopted a design thinking process that allowed me to understand and empathise with the customer's needs and generate ideas based on evidence.
Tools used
Process
Empathize
The discovery phase allowed me to define the business goals, review the competitors, understand our market and client visions, analyze users needs, behaviors and pain points.
To better understand how people approach buying bikes and what they look for and identify potential problems I conducted a user interview before diving into creating a solution.
Interview & emphaty map
The initial interview revealed that:
90% of participant find the price of electric bike unaccessible
how to choose an e-bike
User persona
To better guide our design, and empathise with the users I synthesized the interviews and come up with two main personas:
Journey map
Knowing who exactly I was designing for allowed me to ask myself how Advantage would fit into the lives of the users.
I imagined ideal experiences and focused on how our personas think and behave to align content and features. This gave me a way to visualise what content would be useful and what were the possible opportunities to improve.
Define the problem
From the initial research, I then prioritized the following problems:
P0.
P1.
P1.
P2.
P2.
Jody is a casual rider who enjoys riding to work and with friends on the weekend who needs a convenient way to own a reliable electric bike without breaking the bank because he can't afford to pay full price.
Jody is a millennial living in a big city who needs a theft protected bike that gives him peace of mind while leaving the bike parked outside because it is her only vehicle and can't afford to buy it again.
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