1.LOW ATTRACTIVE COMMUNITY
The platform does not provide a mature engagement system (feedback mechanism, incentive mechanism). Therefore, the four functions of the app are not closely connected and there is few communication among users. The user community was not established well and it is rather difficult to keep users continuously use the app and maintain their loyalty.
The product pays little attention to the psychology of users and the changes of users' moods. It is hard for users to achieve self-realization on the platform.
PLAYERS - APP
PLAYERS - PLAYERS
PLAYERS - SKATES
Provide Sharing Contents
Provides a favorable environment
Establish identification differences among users.
Apr 2015 | 4 month
Softwares | PS AI AE
ACTON is a leading smart, personal transportation company. located in Silicon Valley, California.
My works in ACTON included two parts. The first part is being involved in Iterating and optimizing the Rocket Skates mobile app, the second part is redesigning their Visual Identity system for Acton’s showcase in this 2016 CES.
RocketSkates are electric skates that can propel a wearer at up to 12 mph.
when RocketSkates connected App via bluetooth, users can monitor skates and their performance. Route mapping, skate diagnosis, battery statues, Geo-Gaming and social interactivity; The app keeps users in touch with other skaters.
We made user research and analysis upon the data collected during the six months, we found out:
Among the users who have downloaded Acton app,
13% of players gave up to use the app during the setting-up process.
26% of players did not open the app when playing RocketSkates.
The data analysis indicates that the user retention rate is rather low, which gives rise to the following question:
Although we have designed these functions：
Route Mapping, Skate Diagnosis, Battery Status, Geo-gaming and social interactivity.
Why do not players tend to use the app when they are skating?
HOW DO WE
DO THE ADDITION?
POINT/ LEVEL SYSTEM
In the original design, the users' skating miles can be accumulated and the total skating mile is the only reflection of the valuing system of the acton app. However, later we found it was difficult to differentiate beginning, intermediate and advanced users if only the mile figure was taken into consideration.
Based on our user research，rocketskates players want a tangible measurement of their accomplishments for personal satisfaction and to make comparisons with other competitors. Hence
the original design cannot satisfy the competing desire of users.
To build a highly competitive community we designed a new point-level system in which users can gain points in two different ways, so as to obtain different identifications：
Retaining the original functions of the app，we improve the workflow and the interface of the app by subtracting and adding new functions.
The ADDITION is to add an engagement system. Encourage new members to join and stay at the community, activate old users. Increase users’ loyalty and stickiness.
The SUBTRACTION is to simplify the user interface and user flow by removing unnecessary elements and process , to emphasize contents and improve the usability of the app.
2. CONCERNS IN USABILITY
The usability testing highlighted several places of the app that were difficult for users to use.
First, the complex setting-up makes users lose their interest in using the device before they finish the setting-up process.
The original setting-up flow
A part of elements do not abide by iOS Human Interface Guidelines or users' habits.
The redundant adornments distract users from content and functionality.
The original interface
How to get your points?
Firstly，users can use route-tracking to record their skating miles. Then the system will calculate their points (one mile for one point) according to the miles.
Secondly，users can win points by participating in the built-in group games in the app.
in Route Tracking
1 mile = point
1 win = point
in Group Games
Finally, users will be classified into 5 levels according to the points they gained.
a way to show identity.
Through user research, we found that:
new users were more active than old users, especially at the first two months when they explored the usage of rocketskates.
When users begin to get accustomed to using the product, they are enthusiastic about it and have stronger desire for feedback.
In the old version interface, only users whose skating miles are ranked top 50 are listed at the interface. In the rank, old users tend to have better ranks, while it is difficult for new users to be involved in.
In the new interface, we add a monthly ranking as a new way for user to check their ranks. Created a favorable competitive environment for new users and an incentive mechanism for old users.
Moreover, a one-key sharing function is introduced this time. This function enables users to publish their ranks on Facebook or Twitter, which offers a convenient approach for users to post their personal information on other social networking platforms.
What do you think about the onboarding experience ?
Download the app → open → splash screen → sign up → wait → allow notification → allow geolocation → pair skates→ home screen ”
HOW DO WE
DO THE SUBTRACTION ?
According to usability testing on old version, averagely it takes 6 minutes for users to finish 8 steps before reaching the app home screen. The user data reveals that users will abandon their registration if they cannot use other functions of the app unless they have done with the complicated logging in process.
Facebook or twitter connect are useful, but unfortunately, our investigation shows that 83% users didn’t want to authorize their social network platform accounts with our products.
FOR 2016 CES.
In the CES 2016 Exhibition, ACTON put forward more novel ideas about wearable smart devices that have vehicle functions. It also reserves the venue for participants to try Rocketskates, blink board, M scooter.
If you want to know more about my works for Acton 2016 CES, please see .
This is what did we do to improve user onboarding experience...
Asking for core information in sign up process
Least information to get start
From “ weight, gender, birth date, height, user name, email, and password, ”
user only need to enter “name, email, password”
before trying the service.
Request users’ information and permission at appropriate time
Lastly, I redesigned the app to ask for permissions only when necessary. Replace rigid alerts with personalized designs which make polite requests to users and more importantly, explain why they have to give permission.This helped users have less distraction when they first sign up for the app.
when user need it
to unlock related function.
Provide a way to Sign up later
Our research indicates that users usually give up if they cannot use other functions of the app unless they have went through the complex Sign up process.
When designing for the new logging-in process, we hope users can browse more information and use partial functions without Sign up.
We added a “sign up later” button as a new way for new users to explore this app without creating a new account.Once user experienced, once completely understand why and how service will work with skates, the users will want to be a part of it and create an account. And the people who will sign up here, will be the one true users, because they did sign up completely andintentionally.
We add a “ ” button on Sign up screen.
How could we properly onboard first time users,
for them to have the best first experience possible?