'Yes I Can Drive' Redesign
Roles
UX Design | Project Management
Team
3 Senior Managers, 5 Developers, 2 Visual designers
Client
Hyundai Motor Group
Company
Innocean Worldwide
Duration
Jan ~ July 2022
Status
Released
Overview
Designing version 2 of the 'Yes I Can Drive' mobile app, a platform that connects inexperienced drivers to legal driving schools.
Problem
In the previous version of the application, the number of users was low because users were not provided with the information they needed, and the booking process was long and complex, resulting in high bounce rates and low booking rates.
Goal
The goal was to increase the booking rate, reduce bounce rate, and increase the number of application visitors.
Target
Inexperienced drivers
Driving school administrators
Problem analysis
Problem 1.
Low-quality content on the driving tip feature.
User testing with inexperienced drivers
Insight
→ Inexperienced drivers often spend much time googling or asking experts how to manage a car. Users thought the current driving tips did not provide enough information. They wanted to ask various and personalized questions.
Problem space
45% of users failed to read a single driving tip article.
Opportunity space
Among users who made a reservation for the driving lesson, there were 171% more revisit users than new users.
Goal
Nudge users to revisit to view content to improve conversion rates.
Problem 2.
Only 21% of users finished reserving a driving lesson.
User testing with inexperienced drivers
Insight
→ Users had to wait for a driving school response to complete the reservation process.
Problem space
81% of users exited throughout five pages of a driving lesson reservation process.
Goal
Encourage users to finish the reservation process.
Problem 3.
Booking confirmations stressed driving school admins and drained HQ resources.
User testing with driving school administrators
Insight
→ Many driving school administrators are busy running their own services, so this complicated process discourages them from using the app.
Problem space
If the driving school wanted to offer a different schedule than the one chosen by the student, the driving school would have to call the head office,
the head office would have to contact the user directly to confirm availability, and then call the driving school again.
This was a five-step process that took a lot of time for the company, the driving school, and the user.
Goal
Streamline booking confirmation process.
UX/UI Redesign
Before
Unnecessary info on driving tips.
After
Q&A with car experts.
A driving professional answers a question a user asks. Users can freely ask questions such as how to drive on an icy road, heat a side mirror, and park in the freezing weather.
Before
Users had to answer over five pages to make a reservation.
After
Removing unnecessary questions and combining them into a single page.
A single page reduces users’ exit because users can complete the reservation process more quickly. To shorten the process, we removed irrelevant questions such as ‘type of car user wants to buy’ and ‘plan to buy a new car.’
Before
Lengthy booking confirmations stressed schools, HQ, and users.
After
Immediate reservation with pre-uploaded schedules of driving schools.
A single page reduces users’ exit because users can complete the reservation process more quickly. To shorten the process, we removed irrelevant questions such as ‘type of car user wants to buy’ and ‘plan to buy a new car.’
Impact
2468% increase
in unique visitors
After releasing the the user-friendly UX for version 2.0 of the 'Yes I Can Drive' mobile platform application, it increased 2468% in unique visitors, reflecting enhanced user satisfaction and engagement.
Takeaway
In the real world, there are numerous stakeholders to take into consideration.
When designing a digital service, it is crucial to consider the needs of multiple stakeholders, including not only the end users of the mobile application but also employees at driving schools. Through empathy and understanding of their daily challenges, we were able to redesign the mobile application to address their critical pain points.
UX design isn't just the user interface. It also includes the systems and processes.
In this project, we recognized that a complicated and invisible reservation process negatively impacted the overall user experience. To improve the UX, we needed to improve not only the UI but also the entire process.
