Type Project
Bicing
Client
Bicing
Min read
Bicing
Bicing
What’s Bicing service and Smou app?
Previously, the Bicing service had an app for users to use. In 2020, the service became integrated into the Smou app.
Smou is Barcelona's app that helps users get around the city, providing them with information and mobility services to make it easier for them to get around.
Problem
The Smou app received bad reviews from users about the services it offers.
To solve this problem, the Smou app decided to redesign its application and improve the services integrated into it.
Our objective was to perform an audit of the user experience within the Bicing service to detect points of improvement and design suggestions for the Smou app.
My role in the project
UX consultant. I focused more on the analysis of the digital channels taking into account the main criteria and functionalities offered by Bicing.
UX Audit
User interface
The interface of the application is generally correct, as is the use of visual elements such as icons, buttons, maps and others.
The main problem is the coexistence of different brand styles (Smou and Bicing) that influence the way the user interacts with the application, perceiving two different identities.
In addition, some aspects for improvement and visualisation inconsistencies are pointed out.
Information Architecture
The app's information architecture allows the user to easily locate the type of information they are looking for, although there are functionalities that are scattered and disorganised within the page.
Navigation
The navigation of the site is correct and the user can move from one page to another easily and intuitively. On the other hand, it adapts to Android and iOS devices, which have different navigation systems and can be problematic.
Other findings: Book a bicycle
One of the key functionalities of Bicing is the reservation of a bicycle at the selected parking place.
When the user initiates the booking, it is not clear what type of booking is being made.
The functionality reserves a bicycle for 5 minutes, but does not allow the user to cancel it.
User reviews
During the analysis, we also analysed user reviews on the App Store and Google Play, as this was considered the starting point for the analysis. From these reviews, we highlight the following findings:
The app displays incorrect information about the bike stations. For example, the number of bicycles available is incorrect or the status of the bicycles is outdated (some are broken).
The bike status pop-up window does not always work correctly. Sometimes it does not appear on the screen or does not display any information.
Problems with the '10 minutes' protocol: the application prevents the user from using a bike for 10 minutes after using another bike. Users have 3 minutes to check the condition of the bike and if they are not satisfied, they can return it and take another bike without waiting 10 minutes. Many users have problems with waiting times and the application blocks them from using it for 10 minutes.
There is no built-in functionality in the application for the user to report incidents, such as a broken bike. This is done via a phone call.
Conclusions
If the user does not have a good experience using the service, they may not recommend our service to other users or they may use the services of our competitors because the purpose of the service has not been fulfilled satisfactorily.
The core problem is not in the app, it is the service. Users report that when they try to activate some bicycles they are not available, they arrive at the car park and there are no bicycles even though the app shows that there are some available.
Results
At the end of the UX audit, we presented the results to the stakeholders.
The Smou app received a general redesign and corrections to the functionalities of the services offered, including Bicing.
Learnings
Presenting a UX/UI analysis to stakeholders, identifying them and taking them into account can change the course of the project. It was also good presentation practice for me to explain a technical part to people outside the design world to make them understand why we are doing it and its importance for the product/service.
Prioritising viable solutions When I did this UX audit I realised that prioritising urgency and impact based on development, time and business can make a big difference to the outcome. I have taken this learning with me.