Helping Revv achieve growth and finding opportunities areas for their mobile app -> Redesign and solving customer pain-points through research.

Intro

As a product designer, I believe in utilising both quantitative and qualitative data to inform design decisions. During our collaboration with Revv, we took a deliberate approach to balance data insights with customer delight and innovation.

Instead of solely relying on data, we used Revv team's inputs to plan and conduct qualitative user interviews, giving us a more comprehensive understanding of the user's needs and pain points. We aimed to deliver on business KPIs while also providing a holistic product experience that sets Revv apart from its competitors.

This required us to advocate for new offerings, propose fresh ideas and concepts, and convince key stakeholders to embrace innovation. By taking this approach, we were able to provide a product experience that delighted customers and met business goals simultaneously. I am proud of the outcomes we achieved and look forward to continuing to innovate and push boundaries in future projects.

Objective

Revv is India's biggest car rental platform where the primary USP of the product is, the car is delivered straight to your home address from the app. The north-star goal for the project was to reduce drop off rates over the next-year; from their product pages & app main screen - help customers understand the value of Revv while improving User Experience through key journeys

For this 3 month project, we wanted to

• Understand the drop off rate data from the mobile app home screen and car information screen

• Improve & optimise the experience of key car booking flow

• Increase booking rate conversions on mobile app

Findings

• "I see that drivezy, zoomcar always gives me good offers" Customers look for offers on the homepage while browsing through multiple competitors. The issue was although Revv had promotions, they weren't grabbing the attention of customers on the homescreen.

• Working with the analytics team, we understood customers were dropping off from the document verification screen. We found that customers did not know what documents to show when their car is being delivered. This led to frustrated booking experience.

• After booking, Revv would send an email and SMS. We found that customers generally enter into a panic state on the day of delivery and call customer care and ask for info if there are any delays

  
  

Solution

Our design team of 2 designers, meticulously crafted a modern app with brand new Information architecture and Visual Design language that follows the brand. By utilising a clean and elegant color palette, crisp typography, and ample white space, we created an uncluttered and visually pleasing interface. The layout was strategically organised to prioritise product areas and encourage exploration, with a user-friendly navigation system ensuring seamless browsing across different sections to find the correct car for the scenario that customers needed.

• To solve the issues in document verification, we used progressive disclosure technique where we gave importance to Interaction Costs (IC) for the users. We focussed on Physical interaction costs such as task times, task efficiency and implemented solutions in our wireframes. We also focussed on Mental Interaction Costs (MIC) such as using elements consisting of  attention-grabbing visuals, motion.

• In addressing the customer behaviour of seeking out offers, we implemented a design solution that made it directly visible on the home-screen. By utilising motion and interaction design, we were able to draw the user's attention to the available offers.

• To ensure the design was intuitive and met the user's needs, we understood a user's mental model. This involved analysing the user's behavior and determining where they typically looked for offers before ordering a car delivery service.

• We designed a journey where reassurance and real-time updates was a part of the car delivery experience. Customers wanted to feel that they are in control and they know what to expect on the day of car delivery. We introduced a new module that will be iterated with more information in the future. Here's a taster of how this feature looks.

  
  

  
  

Results

Our concepts and final designs were handed over in the form of three horizon framework. What to implement first and what concepts could be rolled slowly due to business and technical constraints. We proceeded to design, test and handover journeys to the engineering team at Revv. Over the next few months, Revv saw an increase of 5% over the in-app bookings.