LAUNCHED
Hyundai Motor Group
Redesigning an ecosystem to connect novice drivers to driving schools
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
TEAM
2 Project Managers, 5 Developers, 2 Visual designers
IMPACT
Successfully launched the application, resulting in 122% more reservation, 112.5% more satisfaction on App Store review, and 246% more unique visitors.
TIMEFRAME
Jan - June 2022
Summary
Yes I Can Drive ver. 2
To boost booking rates and attract new users, I redesigned the reservation process into a streamlined, one-page experience. I also designed an expert Q&A section for novice drivers. Leading the UX efforts, I led UX research and designed both features to enhance usability and engagement.
more reservation
higher App Store rating
more unique visitors
Process
Context
48% of driving schools were illegal
making it hard to respond to accidents or harassment
Hyundai built a platform to match users with licensed driving schools
User Research
To understand why behind the data, I conducted user research.
Qualitative Research
Contextual Inquiry
Three beginner drivers seeking driving lessons
App Store Review
Quantitative Research
Survey
For driving school managers & HQ customer center
Google Analytics
Retention rate, bounce rate
User Groups
Primary Users
Inexperienced drivers
Secondary Users
Driving school managers
Management
HQ
Problem Analysis
Low-quality driving tip feature gave users little reason to return, hindering long-term engagement
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
Due to the lengthy reservation process, 71% of users dropped off before completing their booking.
Problem space
71% of users exited throughout five pages of a driving lesson reservation process.
Goal
Encourage users to finish the reservation process
5-step booking process overwhelmed driving school admins and HQ teams, causing many to leave the service.
Problem space
If the driving school wanted to offer a different schedule, it required a five-step process
Goal
Streamline booking confirmation process.
Iteration
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
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
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.
Final Mobile App Design
Directly asking experts questions, a unique feature that attracts new users, replacing generic tips and unnecessary car sales promotions
Before
After
A quick reservation option with pre-loaded driving school availabilities, streamlining five steps into two
Before
After
A one-page reservation process, condensing five pages into one by eliminating unnecessary questions.
Before
After
Dashboard Design
Designed a schedule pre-registration feature for a dashboard used by driving school managers
Style Guideline
Designed style guidelines for consistent design and smooth collaboration
User Testing
Validated the ideas with survey
The majority of driving school administrators prefer the availability of a quick reservation option.
Impact
122% more reservation
112.5% higher App Store rating
246% more unique visitors
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, 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.
