Dance Stations
User Research, Service Design, UX Strategy, UX/UI
Conceptualized and designed a new experience where Dance members would use their iOS or Android Dance app to easily and swiftly pick-up and drop-off their Dance vehicle. This ultimately increased operational efficiency by 116.23%, while also meeting our customers needs of convenience.
Overview
Dance, founded in 2021, is an e-mobility start-up focusing on creating a premium, all-in-1 electric vehicle subscription. Part of the offering is a vehicle delivery and pick-up service.
My responsibilities
Strategy, service design, and UX/UI design
User shadowing, user research, competitive analysis, user flows (physical and digital experience), service blueprint, wireframes, weekly stakeholder critiques, weekly stakeholder critiques, iterations and refinements, final mobile app designs (iOS and Android), final design handoff to engineer team, user testing and follow-up optimizations
The ask
Dance operations needs a more efficient delivery and pick-up service.
Empathize
Shadow users
Gathered data from Ops team
Map current experience
Challenge
How might we
…increase operational growth opportunities for pick-up and delivery actions while not negatively impacting the customer experience?
Iterate
Map end-to-end user journey (physical and digital experience focusing on the end user/Dance member as well as the internal users)
Multiple iterations of low-mid wireframes
Finalize high-fidelity screens
Create new design components
Prototype & user test
Solution
Autonomous and contactless hubs around cities Dance operates in where users can perform main physical actions with their electric vehicle such as picking up their bike after checkout and dropping it off for pausing/cancellation.
Takeaway #1
Members value a speedy service
Previously, we thought Dance user's viewed our premium service as a 'white glove' personal butler-style service. However, we found out they actually value speed and flexibility above all else in a premium service. Dance users are often busy people with full-time day jobs and don't have time during their work day to have a 30min onboarding chat or go and drop-off their bike. Members appreciated a product that meets these standards of premium-- such as the ability to pick up their vehicle in a contactless setting, in as little as 5 hours. Operations employees also spoke highly of the Dance Station release as it solved several big pain-points for them and increased operational performance by 116.23%
Takeaway #2
Design a seamless service experience.
The 3 steps of the user's flow include: 1. view overview of their pick-up/drop-off, 2. navigate to the pick-up/drop-off location, 3. pick-up/drop-off your vehicle at the location. However, it's important for a premium product and service that the Dance members not notice the transition from the physical to digital environment and instead view it as one smooth cohesive experience.
Takeaway #3
Ensure confidence and safety
The design, including copy, needed to be approachable, clear, and reassuring so the user knows important details such as when they are liable for theft and when not. Previously, our user research showed that users were worried about leaving their vehicle in a public place for pick-ups and repairs due to theft, but that confusion caused a big costly issue on the operations side. Making the design and copy clearer about how the user is not liable for theft for pick-ups and repairs saved the company hundreds of thousands of dollars every quarter.
Team
Janey
Head of Product
Amanda McMicken (Me)
Senior Product Designer
Vincent
Principal Software Engineer - iOS
John
Principal Software Engineer - Android
Felix
Head of Central Operations & New Business
Contact me
Please reach out if you would like to see any project more in detail, interested to work with me, or just wanna grab a coffee and chat!