Client: Share Now
Role: Web Design, UX/UI Design, Prototyping, Usability Testing, Illustration
Sector: Automotive, Carsharing, App
Scope: 4 months, Jul – Sep 2019
The joint venture Share Now, founded by Daimler and BMW, is one of the largest car sharing services in the world. After the merger of the two initial services, and a module-based website was to be designed quickly, to respond flexibly to the different requirements in over 16 cities in 8 countries. This project was done in close collaboration with the Share Now Product & Content team.
The initial Briefing was to Re-Design and expand the current Website MVP. The Goal was to create a seamless Responsive Design that harmonizes with the brands new Corporate Design Guidelines for Print. The new Design should also be crafted as a module based atomic design system, empowering swift creation of diverse subpages.
In order to find out how the current site is received by potential customers and where the biggest pain-points are, we began by conducting user tests with the existing mvp website. This allowed us to identify a number of areas where the content, structure or design of the site could be improved.
The major pain pints the current mvp website has were:
• mobile useres couldn’t see all nescessary information
• Service values where unclear to 86%
• The page confused users and left them with a lot of questions or wrong assumptions
This gave as a good basis to tackle the redesign, our tree main action items where:
• Restructuring and improving our content, so USP and product benefits could be understood better
• Making the Design more appealing
• Improving the experience for mobile users
Information Architecture
The next step was to re-organize and improve the content. In order to keep things lean and produce a fast iteration of the website, we decided to keep existing modules used in the mvp.
With the mission to communicate our message cleary, we re-ordered improved texts and images and added new modules where needed. These Designs were tested in various unsability tests until we were confident in our designs.
Once the content structure was set, all modules were to be adapted to the new brand and a versatile atomic Design system.
One thing in particular stood out, the "Key Benefits Module" at the top of the page proved critical for new customers to understand what Share Now is and what it offers.
Following modules build on this information. A big problem with the original version of this module was, that it was often skimmed over or skipped altogether.t impact with minor adjustments.
So realizing this problem gave us a good starting point, for the redesign. We tested and iterated multiple module variants and found the current version, with concise text and individual illustrations, to be highly effective in capturing user attention and enhancing content clarity.
These vital benefits provided at the beginning, increased enthusiasm and interest among test subjects, achieving significant impact with minor adjustments.
In parallel, we worked on the design of the new brand image. It was imperative that the modules fit together well, regardless of their order and content, ensuring a seamless fit for different page types.
After several tests and correction runs, we created a website version that effectively portrayed the brand's new image and delivered content with clarity, while staying faithful to the brands voice.
Design Variants of the “Fleet Module“
One of the most interesting things about this project was, how much user engagement and usability can be improved with minor changes. It was challenging but also intriguing to craft an adaptable set of modules, that fit together harmoniously but don’t look boring.
The end product boasts a collection of flexible and visually captivating building blocks, enabeling the rapid creation of diverse and visually engaging web pages. The concept pages we designed ignited enthusiasm among our testers, piquing their curiosity and motivating them to sign up for the service.