'Yes I Can Drive' Redesign
Roles
UX design
PM
Team
J.S. Jung (Senior PM)
J.Y. Kang (Senior PM)
Y.S. Ahn (Senior PM)
Developers
Visual designers
Client
Hyundai Motor Group
Company
Innocean Worldwide
Time frame
Jan ~ July 2022
Ver. 1 - 2017
Overview
Redesigned version 2.0 of the mobile application introduces legal driving schools to inexperienced drivers.
I discovered that the application version did not provide enough content for the driving tip feature, and only a few users finished reservations. I strategized UX design to solve the issues with three other project managers. This application has been released.
Problem analysis
Low-quality content on the driving tip feature.
→ Inexperienced drivers often spend much time googling or asking experts how to manage a car.
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, leading to improved conversion rates.
Solution
Provide professional tips for inexperienced drivers.
Only 21% of users finished reserving a driving lesson.
User Test
→ 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.
Solution
Shorten the reservation process and provide a quick matching option.
UX/UI Redesign
Point 1.
Users could only read the given limited information.
As-Is
According to a user test, users thought the current driving tips did not provide enough information. They wanted to ask various and personalized questions. Google Analytics data also showed that 45% of users failed to read a single driving tip article. We concluded that Q&A would be more helpful for UX than simple articles.
Point 1.
Q&A with car experts.
To-Be
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.
UX/UI Redesign
Point 2.
Users had to wait over a day until a driving school confirmed a schedule.
As-Is
UX/UI Redesign
Point 2.
Immediate reservation with pre-uploaded schedules of driving schools.
To-Be
UX/UI Redesign
Point 3.
Users had to answer over five pages to make a reservation.
As-Is
Users had to answer seven questions over five pages to request a reservation. Data showed that 81% of users exited. Users were frustrated about this long reservation process.
Point 3.
To-Be
I designed the new reservation process on 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.’
Impact
2468% ⬆︎
A surge of 2428% in unique visitors, reflecting enhanced user satisfaction and engagement.
After releasing the the user-friendly UX for version 2.0 of the 'Yes I Can Drive' mobile platform application, it increased 2428% 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 goes beyond just the user interface. It also includes the systems and processes that support it.
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.
