ROLE

Member of three-person UX team

CLIENT

Limos.com

AGENCY

Spire Digital

YEAR

2015

Project Overview

Limos.com, a marketplace connecting private car services with customers, had been working in a silo for too long. Their product hadn’t adapted to “uberification” and a test run of their web app presented a mass of roadblocks, questions, and a lack of process transparency.

Spire was granted green fields to reimagine a new and improved Limos.com. In addition to a proposed business model, our three-person team had 20 days to complete as much customer and industry research as possible, user and affiliate interviews, and testing to create an MVP prototype for the start-to-finish process of booking a limo.

Initial Discoveries

Our client came to us with one goal in mind: convert leads. They’d been operating with blinders on and hoped a few bandages would fix what we discovered was a frustration-fueled wreck. We began by interviewing anyone and everyone associated with the booking process, and determined general pain points for all. Customers were broken into two categories: affiliate service providers (the supply) and riders (the demand).

The affiliates felt the pricing model made zero sense, fees were too high, rides were unreliable and canceled frequently, and Limos.com offered no responsibility or support in facilitating the transaction post-booking.

Alternately, the riders felt roadblocked by the web app and had no confidence in meeting points, final pricing and hidden fees, last-minute bookings, contacting the driver, followup edits, and many more. With our quick turn-around in mind we focused our efforts on the users who contributed the most to converting leads: the riders. Although we had sprints for each rider type, we started with Destination-based since they A) had the more challenging problem to solve, and B) contributed to profit the most. To spare this case study from becoming a novel I will only focus on our process and findings for this user type.

Destination-Based Users

Destination-based users monopolized as profit-winners for Limos.com, largely because they included frequent business travelers. More specifically, business travelers commuting to and from the airport. We conducted several in-depth interviews to grasp their needs and created two target personas, Tyler and Joel.

USER WANTS

  • To Book Quickly
  • A Prepared & Professional Driver
  • A Safe Ride
  • To Receive Account Support
  • An Insured Ride

PAIN POINTS 

  • Having confidence in reservation
  • Booking a ride within 24 hours of pick up
  • Confirming that driver is tracking flight info
  • Understanding where to meet the driver at the airport
  • Changing flight info
  • Being charged fees for a delayed pick up due to flight
  • Receiving a receipt vs an itinerary
  • Receiving the receipt late
  • Making another reservation

I need a vehicle to pick me up from the airport and take me to a meeting

Tyler Bowers

44 Years Old
Co-Founder, FitBot
Married
New York City, NY

GOALS

  • Same goals for every ride: clean and safe car, on time, correct location
  • Limo operator must act and present himself professionally
  • Expected to be provided water, a newspaper, and WiFi so he can conduct business
  • Extremely high expectations for professionalism
  • Ride must follow his flight’s itinerary

USER TYPE

  • Tech savvy
  • Works on-the-go
  • Expects and appreciates punctuality and transparency
  • Doesn’t book his own rides/flights
  • Usually travels alone

LIMO EXPERTISE
High

PRICE FOCUSED
Low

DIGITAL EXPERTISE
High

“I need to book a vehicle for my boss to pick him up from the airport and take him to a meeting.”

Joel Witt

28 Years Old
Project Coordinator, FitBot
Married
New York City, NY

GOALS

  • Organize & book travel for FitBot employees/clients
  • Cares about reliability, insurance, and ride quality
  • Process must be transparent, fast, and requires driver’s contact info
  • Needs to ensure rider can meet driver easily
  • For expense report purposes, he requires clear, digital copies of receipt

USER TYPE

  • Experienced transportation booker
  • Spends all day on a computer organizing services for company
  • Very accustomed to booking process
  • Values credibility and easy-of-booking
  • Meticulous attention-to-detail

LIMO EXPERTISE
High

PRICE FOCUSED
Medium

DIGITAL EXPERTISE
Very High

Critical Path Diagram & Sketching

Once our target personas were established we proceeded to generate new ideas by creating a critical path diagram and parting ways to conduct solo wireframe sketch sessions.

Storyboarding & Assumptions

After sketching solutions for our critical path diagram our team brainstormed and conducted small user tests amongst our colleagues to determine which ideas would make it into the prototype.

Some notable tests included organizing booking steps by priority, polling the importance of vehicle features to determine sorting and filtering, when their inputs might require editing, and how to showcase vehicle/driver/company reviews.

Along with our storyboard and prototype we created an assumptions table with accompanying validation metrics to use for testing.

Prototype & Testing

We spent one day of our sprint digitizing our wireframes and storyboards into a barebones prototype and created a sample scenario and test script with which we tested multiple Limos.com users.

Along with observing their attempts to accomplish clear tasks we provided, the testers were also required to answer multiple in-context and general questions per screen as well as speak aloud as they interacted with the prototype.

Findings

We conducted several in-depth user tests with our prototype, and found that some of our assumptions were correct while others fell seriously short. We brainstormed and created a second prototype to use for another round of less intensive user testing.

Below are some examples of features that failed our first round of testing and how they were solved for the final prototype deliverable.

BEFORE

AFTER

WHAT WE STARTED WITH

A summary of the ride and payment details, including a confirmation number and emailed receipt.

PROBLEM

Users booking on another person’s behalf looked for a way to send the itinerary to the passenger with the payment details omitted.

SOLUTION

The option to email an itinerary was added to the top of the page with clear labeling.

BEFORE

AFTER

WHAT WE STARTED WITH

Users are prompted to “Create an Account or Log In” to expedite the reservation process.

PROBLEM

Users were confused by the location of the prompt. They either thought the Primary Passenger fields would create an account, or that they had no choice by to create an account because there wasn’t a “Checkout as Guest” option.

SOLUTION

We moved the “Create an Account or Log In” functionality to the receipt page. This allowed users to make their reservation with less friction and experience the value of an account before being prompted.