peer-to-peer car sharing experience: a digital service audit

Consulting work: 2018-19
Role: Service Design Consultant
Team size: 1 designer, 1 client relationship director

Hiyacar peer-to-peer car sharing platform and service giving car owners opportunities to make money from their idle cars. Like the Airbnb of cars, car owners who keep their cars idle on the street on week days can now rent them out to their neighbours at an affordable price while earning a few bucks.

The company wanted to get an understanding of how well their digital experience was performing and work together to define a more engaging service. This resulted in a 2 months service audit working alongside business stakeholder to assess the current landscape, create a narrative that captures the end-to-end experience, and identify service gaps and opportunities for improvement.

Understanding the landscape

My first goal was to identify usability issues and provide the client with recommendations based on UX best practices for a better business results. In doing so, I looked at how key competitors in the P2P car-sharing economy were doing, and I also pulled out interaction models from other platforms that could help improve the existing Hiyacar user experience.

DATA TAKEAWAYS

Getting to know your members

We looked at existing data collected from members that came through various customer support channels, such as hotjar messages and phone interviews.

To get to know members better, we looked for themes in the data that could give us an insight into their key frustrations about the brand and service, as car owners and drivers. From those frustrations, we then defined opportunities which could be called principles for improving the digital experience.

MAPPING THE AS-IS WORLD

Using a compilation of feedback from users across the end-to-end experience online and offline, I created as-is member journeys for both car owners and drivers, respectively.

The result is a truthful narrative that visually highlights problem areas and communicates unmet needs to key business stakeholders.

Concept validation and prioritisation workshop

Finally, based on our understanding of members’ needs, I identified areas of improvement on the public website and derived key concepts for both driver and car owner logged-in experiences. These were then used in a workshop with key business stakeholders to align the team and to discuss and prioritise recommended experience improvements and new opportunities for both drivers and car owners.