Lime is an international electric vehicle rental company that specializes in short-term electric scooters and bike rentals. The challenge is to improve Lime’s competitive advantage and increase rider usage with a new feature implemented in Lime's existing mobile application.

Users say price is important in deciding whether to use Lime. Riders feel the costs aren’t worth the expense since it’s as much as other shared transportation.

Riders stated price as a key factor in deciding if and which company to use. The rewards program works to address those concerns while promoting customer loyalty and usage.

I identified research goals and objectives to focus on to understand the problem space. I wanted to learn what people value in Lime scooters to best position the key feature into the application.

This helped me gain insights into what is currently available to riders and the improvements they want in renting micro-mobility vehicles.

I conducted research with 3 micro-mobility vehicle competitors to understand what is offered to consumers in the current market.

I surveyed 33 Lime users using Google surveys to gather information from a larger pool of riders. The surveys focused on user frequency, motivations for riding, obstacles that prevent usage, and deciding riding factors.

Diving deeper into the users' motivations, I conducted 6 in-depth user interviews to gain insight into user's experiences and desires for the product.

Questions asked to users:

From the information gathered through user interviews, 2 User personas were created to represent our target users during the design process.

After identifying user concerns and needs in research, I developed ideas that would target both user cost concerns and business growth concerns. A solution that incorporates discounts and increases rider usage. Specific task flows and sketches were considered to help with user integration of the reward solution.

After sketches, I decided to narrow down the screens and options to 2 reward redemption processes.

I presented my wireframes in a panel of 12 of my peers for critic. Many stated they wanted to see how much their ride was before they decided to use their rewards. With their collaboration and feedback, the post-ride redemption reward process was selected to move further into development with the key flows.

After finalizing the first prototype, I conducted two rounds of usability testing over Zoom with 12 Lime users. They were asked to complete three scenarios users would face with the new feature.

The first usability test was over Zoom with 6 Lime users. They were asked to complete three scenarios users would face with the new feature.

After making revisions to the first prototype designs, I conducted 6 moderated usability tests with different Lime users.

Concern: Confusion in identifying rewards

Concern: Confusion in payment confirmation

The final design includes iterations from usability testing to improve user experiences with cost concerns and encourage riders to use Lime more often.

Users' feedback and results showcase Lime Rewards is easy to use and useful for riders when riding Lime vehicles.

With my changes, I would do more testing to validate the designs for the mobile app. I would also consider additional situations with the rewards program.

I was constantly torn between designing a solution that would integrate perfectly with the current design or designing a solution that would be focused on enhancing user experience. As I reflected on this issue, I found you have to consider both.