My Role: UX Designer Timeline: Oct 2019 - Dec 2020
Challenge: Redesign Veoride mobile app to a modern UI, increase user retention and improve riding experience by 50%, partner with Creative Director on company wide rebrand
01. Introduction
Veo is a micro-mobility company serving over 30 cities and campuses in the United States. I led the redesign and UX improvements of the Veo app and technician app. I also partnered with the Creative Director to lead a company wide rebrand and lead the redesign for the Veo App.
My role as the sole UX designer on the team was to redesign the UI and improve the user experience of both the customer and technician mobile applications.
Working with Creative Director on company rebrand
02. From VeoRide to Veo
Working with the Creative Director we tackled the rebranding effort first. This gave me direction on how to design the Veo app. We started brainstorming a few logo directions and landed on a circle shape with a chevron arrow on top. We wanted the brand to be a futuristic yet green method of transportation. The final logo was set as an oval shape that also represented a portal into a "Veo Future".
03. UI Design
The original VeoRide app was using lighter colors on the UI elements and throughout the app. Initially I started improving the design with the lighter colors but later made a pivot as I realized the app will end up looking to the competitors in the market. Going all in on the rebrand I went this darker colors and glowing teal elements.
Original VeoRide App (Far left)
Mini UI Style Guide
Partnering with a contractor for illustrations in the app
04. Improving the UX of the rider app
User Flow of the Veo App
After a visual redesign of the Veo App was in place I switched to the improving the user experience of the app. The onboarding was an effective start to this process as one of the key performance metrics in product growth. I created extensive user flows of the app to understand where we can prioritize UX changes based on feedback from our markets across the US.
User Testing on the streets of Chicago
UX improvements in onboarding
From user testing I learnt that users where having to do multiple clicks, often without reading any of the content of the page. Their goal is start a ride and get going as fast as possible so the redesign was aimed at making the sign up process faster so users can get going on their ride. After conducting another rounds of remotes testing at several markets the onboarding speed was increased by 50%.
05. Improving UX of the Technician App
The tech app is used by Veo technicians to move, maintain and find vehicles for repair. The core of the app revolves around the ability to scan the QR codes of vehicles in three modes: Rebalance, Maintenance and Battery Swap. From research we discovered that technicians found it slow and cumbersome to switch between different modes of scanning, because techs scan multiple vehicles at a time they wanted a faster way to scan. The redesigned screen adds this ability on the scan screen itself, resulting in a fast and effective process for technicians to complete tasks.
Before
Redesign of the task switching increasing task efficiency by 60%
06. Learnings
With a company wide rebrand and UI design completed now comes a larger shift to introduce new features and further dive into UX research. With some initial UX improvements my goal is tackle critical improvements in the app regarding payment systems in the customer app and filtering in the technician app.
