QUUPE

Enabling the world to share resources

Date: April - May 2018

Type: School Project

Role: UX/UI Designer

Skill: UX/UI, interaction design

Deliverables: iOS app Redesign

View Process Deck

Borrow items with trust and ease

How we helped Quupe to increase user transaction on its iOS app by adding user & item reviews, filters and leaderboards.

Brief

How might we help Quupe increase its app transaction?

Quupe aims to become the Airbnb of resource sharing, and their business model relies on receiving 15% on every transaction made. However, like any sharing economy companies, Quupe is experiencing an imbalanced ratio between its borrowers and lenders, as the network effect requires to have same amount of demanders to suppliers.

With its low borrower ratio, Quupe approached us with the goal of redesigning the iOS app process to increase its transaction rate.

Identifying the Issue

What's the current friction and user frustration?

We conducted guerilla user testing by asking 8 new users (aged between 18 to 40, experienced with the use of mobile phones).

The objective of the user testing was to understand:
- First impression: to see if the app would capture their attention
- Ease of use: would the users be able to borrow/ lend a pair of skis?
- Interest in using: would the users be interested in using the app?

Grouping the Data

we decided to test out our hypothesis. I was in charge of messaging on the apps to the existing lenders, and asked to do a short 15 minute interview if they have borrowed an item. I was able to get 6 phone interviews.

We grouped our ideas using an affinity diagram, tried to find trends and insight from our research. Majority of the concerns lie in the technical aspect such as app speed, but decided to ignore and look for insight that relates to the borrowing flow for existing users.

Key Insights

  • There is a lack of trust between the users: current lenders rely on blind trust or gut feelings when lending out the item.
  • They mentioned that the popular items are not relevant to them. Initially they assumed that they can borrow anything such as branded purse or golf cars (Quupe focused more on outdoor and tools)
  • As the items posted on the app are cheaper than rental stores, users value proximity (rather than price) when they are looking to borrow a product
  • Some users mentioned that they enjoy meeting new people who share similar hobbies. For example, a photographer is more than willing to show amateur photographer to take photos.

defining the HMW

How might we increase trust, community engagement and improve the overall borrowing process for current Quupe users?

Lack of trust is an issue that both new and existing borrowers face. It's normal as people want to borrow from someone who is nice, reliable, and familiar. At the same time, interacting with other users can foster a sense of community among the users.

Persona

Identifying Andrew's Needs and Frustrations

We created a generalized borrower persona, Andrew to ensure that we are designing with the right user in mind. The detailed backstories ― such as one's age, title, living situation― in order to understand the mindset of a certain audience's actions and friction points which highlighted potential opportunities to design for.

User Journey Map

Identify Andrew's pain point

Keeping the Andrew's goals in mind, and leveraging the insight from the previous usability study, we identified areas of improvement, which helped us to draft our solutions.

Translating Needs and Wants

Through several rounds of design studio and paper prototyping, we came up with solutions to better facilitate Andrew's experience on the app.


WirefRames

Improved Borrowing Flow

ITErating

Getting User Feedback

We asked users (those who are familiar with the concept and those who has never heard of the app) to test the Invision Prototype. With the task to "look for a pair of skis that you might want to borrow" and read out their thinking process, we closely observe the testers' mental model.

Filters

🗣️ Feedback

During testing, 3 users pointed out that they wished there was more option to filter the result.

🤔Concerns

We have considered including other option such as new-ness or data available, however, talking with the developers it was impossible due to the technical and time constraint. We decided to look for other ways make the experience more seamless.

💡Solution

Instead of letting users click on the filter separately, we decided to the two into one. Additionally, letting them to pick which option they would like their results to be sort by.

Creating a consistent visual

Since my role is UX design, the wireframes were handed off to the other UI designers. The UI design was approved, but wanting to challenge myself as a holistic designer, I re-created the UI that aligned to my vision after the client proposal. In order to design consistently throughout the product, a visual guide was used and referenced. I took into consideration and closely followed the accessibility guideline - which includes to strengthen text by bolding, and ensure color contrast between the primary and secondary colors.

Concept and Solution

Know what to borrow

Added Popular and Category page to allow users to know what they could borrow on the app. At the same time, the lender can know what items the borrowers are looking for the most.

Filter by price and distance

The users could search for items that are within 1km from them, and also filter by a price range. The search result could also be sort by distance or price, depending on the user's preference.

Clear item details

Users will be able to swipe for more photos. Extra details such as prices, details, time of posting and location. At the same time, users are able to borrow items in similar categories from the same lender.

Review the lender and the item

On the item page beneath the details, we added a new section where users have the ability to see past borrowers, and reviews of the item from the borrowers.

Form a tribe with other "Quupers"

Added a community page for where people can see a leaderboard showing the most active users, the gamification aspect will spark friendly competition. At the same time, users can find "tribes", where they can find other users with similar interests. Once they are used to the idea, they could sign up and start borrowing/lending.

Future Considerations

We had a lot of fun researching and designing for the app. However, we were not able to accomplish all the features within the span of three weeks. Below are some of the nice to have features that would have been helpful to both Quupe and the users, which includes:·      

  • Sign-Up Process: require users to upload government IDs, photo verification to show proof.
  • Onboarding: educate the users on the features and functions that Quupe provides
  • Filter by date availability: since most of the items are still idle on the page, the likelihood of two borrowers wanting to borrow the same item is small. However, once Quupe scales up, such issue might arise.

Learning + Takeaways

Talk with the developers early on:
During the design, I was more focused on designing based on the user and business needs. Yet during the implementation phase, when the junior developers asked me about questions like: "What is the algorithm to determine if the category will appear on the popular page?", "What items are inside each category?". It was so easy to get caught on and not think about the technical feasibility of the app. For my next project, I would make sure to gather the technical requirement and work within the constraint and their capabilities, to save time and resources on our end.

Struggling with featuritus:  
Since the app is already on the app store, we struggled with trying to balance in keeping existing features and adding new features. Since we have such a short time frame, we were not able to research and validate the importance of some of the existing features, but we still wished to honour the original decision and kept them in the final design. For my next project, I would first assess the timeline and try to work within the scope!

Summary

How might we increase trust, community engagement and improve the overall borrowing process for current Quupe users?

We performed user testings and decided to optimize the users borrowing experience.

We added features such as user, item reviews, leaderboards, finding "tribes" to build user trust and community.

The Quupe founders consider some features to be implemented in its next iOS updates.

Check out some of my other work!