LIME
Revolutionizing Engagement Through Rewarding Excellence
About Lime
Lime was created with a straightforward goal to give everyone access to convenient and affordable transportation. By offering shared scooters, bikes, and transit vehicles, we help people rely less on cars for short trips. Our mission is to build a cleaner and healthier world for future generations.
Challenge
Lime aims to boost customer safety and set a positive example for encouraging good behavior and proper scooter etiquette.  
Instead of focusing on punishments for improper scooter use, the company is seeking technology solutions that educate and motivate people to follow proper scooter etiquette, helping users make the right choices while riding and stay safe.
Solution
  • Explore technology solutions that focus on educating and encouraging proper scooter etiquette.
  • Help users make the right choices, rather than relying on punishment for mistakes.
Approach
Role:
  • Led User Research activities to better define the problem through Discovery
  • Led Design Strategy my teams
  • Ensure  Design accessibility &consistency across Web, iOS & Android user interface and interactions
UX Strategy
💡️
Competitor analysis with top brands in the space. 
🕵🏼‍♂️
Conducted user interviews and workshops with stakeholders and users that fit the persona.
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Facilitate ideation and brainstorming workshops with core team and other teams potentially linked to the wish list functionality. To utilize insights gathered.
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Defining user flow and  ideation iterations  of Wireframes, Hi fidelity Designs and Prototypes for testing.
Discovery

The discovery phase involved conducting user interviews with 8 active and 5 dormant Lime users, analyzing competitive platforms, and developing aritifacts like user personas and user flows.

Research Goals
  • Understand User Behavior: Investigate how users currently interact with scooters, identifying common safety issues and improper riding habits.
  • Evaluate Educational Methods: Explore the most effective ways to educate users on proper scooter etiquette and safety without relying on punitive measures.
  • Identify Motivational Factors: Discover what incentives or features could motivate users to adopt safer riding practices and follow proper scooter usage guidelines.
Who are our users
Before diving into the project, we started by researching Lime's customers and understanding their needs. We explored Lime's background and the reasons people use their services.
We discovered that the product appeals to both first-time and repeat users who need a quick and convenient way to get around. These users are often people on the move who prefer to hop on an electric scooter rather than calling a cab or sitting in traffic to reach their destination quickly
Listening To Our Users

Once we understood our users, we could start to build our research plan to start identifying the main problems the users faced when using the app.   We began with a competitive analysis, where we looked at other ride share apps including Uber, Lyft and Bird a direct competitor. Looking to see how they rewarded users as well as making sure they were following correct laws and rules.

We used this information to help craft questions for our user interviews. We were able to get 12 user interviews for this project. We tried to figure out if users actually knew what proper scooter behavior was. As well as if they understood what bad scooter etiquette was.  Lastly our other main point to find out was if the user has broken the rules before or if they would and what was the situation that would occur. We took that information into our Affinity Map to start to find patterns.

Ideation & Prioritization

Now that we had identified the core concerns, we needed to address them. Some examples of these concerns were not knowing the area well when using the scooter, or where it would work to avoid dead zones, and knowing the safety rules.    

We listed various features that the app could include, and grouped these features according to their level of importance in producing the minimum viable product. To refine our conclusions, we collaborated within our group to make sure they would align with the business goals of Lime. After much back-and-forth, we settled on features that the app “must have”, “should have”, “could have”, and “won’t have”. All features had to fall under one of these three themes to be considered

Affinity mapping
The data was consolidated using affinity mapping to identify recurring themes and pain points. We categorized these findings into actionable insights, prioritizing those that aligned with Lime's goals, such as incentivizing engagement and addressing user disengagement. This process ensured our design solutions directly addressed the most critical user needs.
Developing Our Persona
After finishing our affinity map we created our users journey map which lead to developing our persona. Lucas is the persona we arrived upon as he is a middle aged working user that would most likely use Lime scooters to help with his commute to work. We believe he would do this to try and save some time on that commute so he can spend those extra few minutes with his loved ones.
User Flow

During our talks we constructed a rough user flow to understand where we wanted to interject these key features. Starting with the current apps user flow we tried to see where adding in the features would make sense and not become a burden or distracting from the users goal of getting riding the scooter quickly. With that in mind we added some notes to to make sure we solved for when moving over to the wire framing.

Wireframes

Wireframes

My Works

My Works

Services
Mobile Wireframes

With the user flow blueprint we set out to create our first iteration of mid fidelity wireframing. We started with a design studio to help brainstorm ideas for the screens we would like to create. The main screens we focused in on were Lime points for our rewards program, a GPS directions similar to Uber or google maps and a ride summary page for overview of the trip.

Lime Points Info Page
Add GPS Destination
Directions Info And Turn By Turn
Ride Summary Page
Scooter screen Wireframes

During our research we found out the Gen 3 Lime Scooters had on board display screens. We decided to incorporate them into our designs so the user(Lucas) would be better notified of things happening. For example when they couldn’t park the scooter in that area they would get an image that says no parking. The current scooter screens only show the speed in which the user is going on the scooter. With these concepts and ideas in hand we set out to find users to start our usability tests on.

Directions Screen
Low Battery Screen
No Parking Screen
Sidewalk Detected Screen
Usability Test

We needed to test the app immediately in order to get user feedback. We conducted a total of four usability tests. Based on our observations and user feedback, we iterated on our design. Here was some of the highlights we determined from our usability report as well as the  system usability score (SUS).

Download Report

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Ticket 1
Indicating what the red line means on Ride Summary map, and add a Start and End icon to Ride Summary Map

Ride Summary Page

Ticket 2
Changed Lime Points info for easier readability and incorporated the lime logo into that point system with ride summary screen showing pieces for each of the lime points

Ride Summary Page

Ticket 3
On Ride Summary Page, Add an X or Close button to dismiss the Ride Update Sidewalk Alert card

Ride Summary Page

Hi-Fidelity On-bike Screens
Hi-Fidelity Mobile Screens

Try prototype

Outcomes
  • By focusing on our users(Lucas) we were able to create effective solutions and keep the user in focus for our design choices. Making it so the user readily saw the benefits to following the correct rules and regulations we feel will improve people's behavior with the scooters.  Which we hope this will change the way people's view of them in their area for the better.
  • We also tried to add useful features so the user(Lucas) felt empowered. An example of this is the add destination feature that would give them a GPS route and stay clear of areas that were unsafe for scooter travel or dead zones that the scooters were not allowed to operate in.
  • We made the scooter app lock when in motion so the user(Lucas) wouldn’t be on his phone and become a distracted driver. Instead we implemented this on the scooter display screen which makes it so they can see GPS directions without using the phone.
Next Steps
  • First would be determining what noises or notifications would work best when sending them through the scooter speakers this will help keep the user notified.
  • We also considered the idea of using the scooter’s sensors to detect potential unsafe driving patterns or drunk driving.
  • Finally, one of the ideas that intrigued us the most was the possibility of adding lockable helmets to the scooters, providing everyone with the opportunity to protect themselves against that worst case scenario of dealing with a crash this will help keeping the user empowered.
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