RideSafe Venice
RideSafe Venice is a contactless bike and scooter rental service that seamlessly manages the rental process from start to finish. The app provides a platform for renters to search for sanitized bikes & scooters in Venice Beach and complete the rental process easily through the app.
UX Designer
Role
2 Designers
Team
Sept - Nov 2020
Timeline
Mobile App
Platform
Problem
Bike rental shops in Venice Beach were significantly impacted by the competition from E-transit companies and a drastic reduction in transportation ridership caused by the COVID-19 pandemic. Customers avoided bike rental services due to concerns about face-to-face interactions and uncertainties regarding the cleanliness and sanitation of the bikes.
How might we ensure a safe and seamless bike rental experience for users in Venice during the COVID-19 pandemic?
Chatting with bike shop staff
We learned that bike shops are seeing fewer customers due to stay-at-home orders and a drop in tourism. They're also having trouble maintaining sanitation standards, which is affecting both customer trust and revenue. On top of that, they’re facing tough competition from dockless and docked micro-mobility services that offer more flexibility.
Diego R
"We try to power wash the bikes once a day & give them a quick wipe down alcohol in between rides but customers are still afraid that the bikes are not 100% clean"
Jay C
"Last summer we saw a significant 40 percent drop on our rental business. The summer before that, we would run out of bikes on the weekends"
Bobby F
"A lot of our customers are going for lime/bird rentals. It's hit our business pretty hard. The thing with those scooters is, people can just drop them off anywhere"
Main takeaways:
1.
2.
3.
Rental shops need a platform that streamlines the process, making it as fast and convenient as competitors like Bird and Lime Scooters.
They seek support to attract more customers and increase bike rentals to stay competitive.
Shops need a simple, effective way to communicate their COVID-19 safety precautions to build customer trust.
Navigating the ride rental experience
We mapped the current journey to rent a bike on the Boardwalk. The rental process involves lengthy personal interactions, which can feel uncomfortable for some users. However, the return process is quick and easy thanks to prepayment.
We did some more digging
U.S. bikeshare systems saw a 44% decline in ridership from March through May 2020 compared to the same period in 2019. (Bureau of Transportation Statistics)
Venice Beach, CA, closed in March 2020 under LA County's Stay-at-Home order, likely leading to a significant drop in tourism and limiting beach activities as public access was restricted (LA City Gov).
Despite some recovery following phased re-openings, most U.S. cities still saw lower ridership in May 2020 compared to the same period in 2019. (Bureau of Transportation Statistics)
Our users
After speaking with both bike shop staff and riders, we created two user personas based on their key pain points and needs.
Building a better flow
Following an in-depth analysis of the user’s current journey, we designed a streamlined user flow that simplifies both the onboarding and rental process, with a focus on minimizing face-to-face interactions.
Storyboarding our vision
We made a vision storyboard to brainstorm ideas for our app, visually exploring features and user experiences to shape our development approach.
Paper first
After finalizing the user flow, we created a low-fidelity paper prototype to quickly test onboarding concepts and gain a clear understanding of the entire end-to-end bike rental journey.
Comparing us to the competition
After developing a concept and lo-fi prototype, we conducted a competitive analysis to compare our offerings to the current bike share rental market. We discovered that our app would provide a safer, contactless, and more sanitized rental process compared to others.
Prototyping
With our insights in hand, we transitioned to prototyping, turning concepts into tangible experiences. This stage allowed us to experiment with design ideas, test user interactions, and refine key features in real time.
Connecting with fellow riders
We spoke to three users who, before COVID, frequently rented bikes from Venice Beach shops and used shared bike apps. They now avoid rental shops due to preferences for minimal in-person interaction, cleanliness concerns, and social distancing and overcrowding issues in Venice.
Ryan
"I used to rent bikes at the beach with my friends every other week but now I’m scared because Venice Beach gets so overcrowded"
Leticia
"When I ride bikes in Venice I avoid people without masks. Some people approach you and they don’t stay 6 feet apart, it’s frustrating"
David
"I use shared bikes less often because I’m unsure of their cleanliness, I always use hand sanitizer to feel safe"
Main takeaways:
1.
2.
3.
Riders need reassurance that rental shops are following COVID-19 regulations and keeping bikes sanitized.
They prefer contactless bike rental pickups to minimize face-to-face interaction.
Riders want the ability to schedule bike rentals in advance to avoid crowds and busy times, especially on the Boardwalk.
Reflections
What worked:
Collaborating with my team, especially Eduardo, was a highlight of this project. We both shared a passion for finding solutions, which helped us stay motivated and work well together. By talking to users, we were able to understand their needs and identify a big opportunity to improve services for small rental shops. Our solution addresses not only the pandemic challenges but also adapts to the ongoing needs of these businesses, helping them improve customer service and retain clients.
What didn’t work:
One of the major challenges was finding and speaking with small rental shops in Venice. Many were struggling to adapt to the changes brought on by the pandemic, which led to a loss of customers. Initially, we focused on the immediate problems caused by the pandemic, but after speaking with rental shop owners and users, we realized there was a broader need to improve their overall rental processes. Pivoting the project from a pandemic-specific solution to a long-term service enhancement was a challenge, but it was necessary.
Future steps:
Looking ahead, I’d like to explore ways to expand the app as a web-based platform to reduce development costs. Partnering with a few shops would also give us valuable insights into the app's real-life effectiveness and metrics, such as customer satisfaction and increased rentals. I’m also interested in allowing more small businesses to access this infrastructure, as it could help them modernize their services and attract more customers, not just during the pandemic, but long after.
Our final prototype
Speedy Rental Process
Users can simply scan their id, set up their payment, and review terms and conditions.
Supports Small Local Businesses
Users can set up their seat and vehicle adjustments and schedule completely contactless pickups through the app.
Customized, Contactless Pick ups
Users can set up their seat and vehicle adjustments and schedule completely contactless pickups through the app.
