LAUNCHED

Hyundai Motor Group

Hyundai Motor Group

Redesigning an ecosystem to connect novice drivers to driving schools

Redesigning an ecosystem to connect novice drivers to driving schools

Yes I CAN DRIVE APP

MY ROLE
MY ROLE

As a full-time UX designer, I was responsible for the project from end to end, including user research, UX/UI design for a mobile application and web dashboard, and user testing

As a full-time UX designer, I was responsible for the project from end to end, including user research, UX/UI design for a mobile application and web dashboard, and user testing

TEAM
TEAM

2 Project Managers, 5 Developers, 2 Visual designers

2 Project Managers, 5 Developers, 2 Visual designers

IMPACT
IMPACT

Successfully launched the application, resulting in 122% more reservation, 112.5% more satisfaction on App Store review, and 246% more unique visitors.

Successfully launched the application, resulting in 122% more reservation, 112.5% more satisfaction on App Store review, and 246% more unique visitors.

TIMEFRAME
TIMEFRAME

Jan - June 2022

Jan - June 2022

Summary

Summary

Yes I Can Drive ver. 2

Yes I Can Drive ver. 2

To boost bookings, reduce bounce rates, and attract more visitors, I designed a one-page quick reservation with streamlined questions and expert Q&A.

To boost bookings, reduce bounce rates, and attract more visitors, I designed a one-page quick reservation with streamlined questions and expert Q&A.

✓ ︎A whole product design process

✓ ︎A whole product design process

122%

122%

more reservation

more reservation

112.5%

112.5%

higher App Store rating

higher App Store rating

246%

246%

more unique visitors

more unique visitors

Summary

Summary

Process

Process

From user research and UX/UI design to user testing…
Let me walk you through the process!

From user research and UX/UI design to user testing…
Let me walk you through the process!

Context & Goal

Context & Goal

Previous version was too business-focused

Previous version was too business-focused

which ultimately led to a decline in the number of users.

which ultimately led to a decline in the number of users.

Increase unique visitors and the reservation rate

Increase unique visitors and the reservation rate

by optimizing user interaction and overall usability.

by optimizing user interaction and overall usability.

User Groups

User Groups

Primary Users

Inexperienced drivers

Secondary Users

Driving school managers

Management

HQ

User Research

User Research

Qualitative Research

Contextual Inquiry

Three beginner drivers seeking driving lessons

App Store Review

Quantitative Research

Survey

For driving school managers

Google Analytics

Retention rate, bounce rate

Problem Analysis

Problem Analysis

Low-quality content on the driving tip feature

Low-quality content on the driving tip feature

Problem space

45% of users didn’t read any driving tip articles

Opportunity space

Revisit users booked 171% more than new users

Goal

Nudge users to revisit to view car management content to boost conversion rates

Only 21% of users finished reserving a driving lesson

Only 21% of users finished reserving a driving lesson

Problem space

81% of users exited throughout five pages of a driving lesson reservation process.

Goal

Encourage users to finish the reservation process

Booking confirmations stressed driving school admins and drained HQ resources

Booking confirmations stressed driving school admins and drained HQ resources

Problem space

If the driving school wanted to offer a different schedule, it required a five-step process

Goal

Streamline booking confirmation process.

Iteration

Iteration

Idea 1.
Deleting car buying tips

Idea 1.
Deleting car buying tips

Pros

Cost-effective

Cons

It's one-way content, so it's not much different than a Google search

Idea 2.
Ask and answer questions among users

Idea 2.
Ask and answer questions among users

Pros

Potential for increased retention time

Cons

Less chance of answering questions since only novice drivers use this platform, which would make driving tips useless.

Final idea.
Expert Q&A

Final idea.
Expert Q&A

Pros

Users can be assured of credible answers from professional drivers, making it a unique selling point for the platform.

Cons

It is costly to operate, but we concluded that it was worthwhile.

Dashboard Design

Dashboard Design

Designed a schedule pre-registration feature for a dashboard used by driving school managers

Designed a schedule pre-registration feature for a dashboard used by driving school managers

Style Guideline

Style Guideline

Designed style guidelines for consistent design and smooth collaboration

Designed style guidelines for consistent design and smooth collaboration

User Testing

User Testing

Validated the ideas with survey

Validated the ideas with survey

The majority of driving school administrators prefer the availability of a quick reservation option.

Impact

Impact

122% more reservation

122% more reservation

112.5% higher App Store rating

112.5% higher App Store rating

246% more unique visitors

246% more unique visitors

Takeaway

Takeaway

In the real world, there are numerous stakeholders to take into consideration.

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.

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, but also the systems

UX design isn't just the user interface, but also the systems

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.

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.

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