Onto

Onto

Onto

Redesign of the iOS App for an all-inclusive electric car subscription, including an improved navigation for key features such as customer service and onboarding.

Redesign of the iOS App for an all-inclusive electric car subscription, including an improved navigation for key features such as customer service and onboarding.

Redesign of the iOS App for an all-inclusive electric car subscription, including an improved navigation for key features such as customer service and onboarding.

Type

Conceptual

Timeline

2-3 Weeks

Team

Solo

Tools

Figma, FigJam, Notion

Type

Conceptual

Timeline

2-3 Weeks

Team

Solo

Tools

Figma, FigJam, Notion

Overview

Negative reviews in the app stores revealed several issues with Onto’s mobile applications, including navigation, customer service and general usability & quality.

In the competitive market, this could result in high churn rates and low NPS. It would not only harm the business revenue but also have long-term repercussions.

I identified opportunities, improved navigation, flow and customer service. Additionally, I designed an onboarding process and refreshed the UI.

Highlights

First impression with a clear CTA

The dashboard adjusts to the user's journey and addresses various needs. Indicators, visual hierarchy, and animations support an intuitive experience.

Step-by-step onboarding

User expressed frustration because they couldn't connect the app to the car. To ensure a smooth start, I designed a simple and guided three-step onboarding.

Best practice iOS navigation

The previous design caused confusion and disruption in the flow by displaying a "report damage" option as the first tab instead of the usual home tab.

Stay informed at all times

The notification feature addresses important user stories related to payment processing issues and canceled subscriptions.

Building user trust

A trustworthy & reliable customer service portal to minimize frustration and repeated calls by assisting customers until their issues are resolved.

Before & After

Case Study

Problem

Negative reviews in the app stores revealed several issues with Onto’s mobile applications, including navigation, customer service and general usability.

Problem

Negative reviews in the app stores revealed several issues with Onto’s mobile applications, including navigation, customer service and general usability.

Spend hours figuring out how to connect the app with the car

Spend hours figuring out how to connect the app with the car”

Spend hours figuring out how to connect the app with the car

Goals

Create a modern, intuitive experience for iOS users with an improved navigation for key features such as customer support and onboarding.

Goals

Create a modern, intuitive experience for iOS users with an improved navigation for key features such as customer support and onboarding.

Research

App Store and Trustpilot reviews (some example reviews displayed below) reveal that users enjoy the concept of Onto, but are frustrated with the quality of the mobile app. They have difficulty connecting the app with the car and are unhappy with the customer service. Users want the promoted “hassle-free” experience on all levels, including the iOS app.

Research

App Store and Trustpilot reviews (some example reviews displayed below) reveal that users enjoy the concept of Onto, but are frustrated with the quality of the mobile app. They have difficulty connecting the app with the car and are unhappy with the customer service. Users want the promoted “hassle-free” experience on all levels, including the iOS app.

Competitive Analysis

Onto’s marketing channels indicate that they target young people. To conduct competitive research, I examined other iOS apps, such as Uber and Virtuo in the transport sector, as well as Spotify and Klarna, which are popular among younger audiences. Most of these apps have a straightforward navigation that is consistent with iOS, and a clean UI. Klarna is renowned for its customer service, and can be a great source of inspiration in this regard.

Competitive Analysis

Onto’s marketing channels indicate that they target young people. To conduct competitive research, I examined other iOS apps, such as Uber and Virtuo in the transport sector, as well as Spotify and Klarna, which are popular among younger audiences. Most of these apps have a straightforward navigation that is consistent with iOS, and a clean UI. Klarna is renowned for its customer service, and can be a great source of inspiration in this regard.

Ideation

Ideation

Prioritization

Instead of designing new features for Onto, I chose to focus on improving existing key features that are essential for the business and its users. After affinity mapping, I noticed that customer service, onboarding, and usability/navigation were the main issues, but there was also a trend related to payments and refunds. I decided not to pursue this trend, as I felt most of the user issues could be resolved with better customer service, so I chose to focus on that instead.

Prioritization

Instead of designing new features for Onto, I chose to focus on improving existing key features that are essential for the business and its users. After affinity mapping, I noticed that customer service, onboarding, and usability/navigation were the main issues, but there was also a trend related to payments and refunds. I decided not to pursue this trend, as I felt most of the user issues could be resolved with better customer service, so I chose to focus on that instead.

Navigation

The navigation of the iOS app doesn’t follow industry standards. For instance, Onto's app has "Damage" in the left tab, whereas most apps use it for "Home", resulting in user confusion. The initial screen before booking lacks a clear Call-to-Action, instead encouraging users to browse cars and learn more about the service. It's not immediately obvious how to book a car, which could be negative to the business. The app lacks a dedicated tab for customer service or help. Support content is spread throughout the app with no clear organization. During my work on the concept, the app was updated with help and FAQs. However, it is still not obvious how to start a booking. My goal was to create a clear structure and navigation that users would be familiar with. I included a prominent Call-to-Action to help users quickly start a booking, followed by well-defined steps to complete the process.

Navigation

The navigation of the iOS app doesn’t follow industry standards. For instance, Onto's app has "Damage" in the left tab, whereas most apps use it for "Home", resulting in user confusion. The initial screen before booking lacks a clear Call-to-Action, instead encouraging users to browse cars and learn more about the service. It's not immediately obvious how to book a car, which could be negative to the business. The app lacks a dedicated tab for customer service or help. Support content is spread throughout the app with no clear organization. During my work on the concept, the app was updated with help and FAQs. However, it is still not obvious how to start a booking. My goal was to create a clear structure and navigation that users would be familiar with. I included a prominent Call-to-Action to help users quickly start a booking, followed by well-defined steps to complete the process.

Concept

Make It Easy

Booking a car should be simple, especially for new customers who were attracted by marketing campaigns. A clear Call-to-Action is essential for higher conversion rates. The dashboard also adjusts to the status of a booking. It provides useful information when needed and suggests actions to preemptively answer questions. For example, an intuitive three-step onboarding process resolves a major issue of connecting the app to the car after receiving it.

Concept

Make It Easy

Booking a car should be simple, especially for new customers who were attracted by marketing campaigns. A clear Call-to-Action is essential for higher conversion rates. The dashboard also adjusts to the status of a booking. It provides useful information when needed and suggests actions to preemptively answer questions. For example, an intuitive three-step onboarding process resolves a major issue of connecting the app to the car after receiving it.

Make It Quick

Every business that offers a service must have great customer service. This is especially true for car rentals, where urgent situations such as damages or accidents may arise. It is important that customers can find a solution or get help quickly. A good navigation is key to achieving this.

Make It Quick

Every business that offers a service must have great customer service. This is especially true for car rentals, where urgent situations such as damages or accidents may arise. It is important that customers can find a solution or get help quickly. A good navigation is key to achieving this.

Make It Reliable

Customers use the app to check their mileage, battery status, car location, and more. Improved components with visual feedback provide clarity of usage and highlight necessary actions.

Make It Reliable

Customers use the app to check their mileage, battery status, car location, and more. Improved components with visual feedback provide clarity of usage and highlight necessary actions.

Make It Personal

Personalized features build stronger relationships with users. The new live chat shows the agent's avatar and name, making it more inviting. A friendly greeting by name on the dashboard also goes a long way!

Make It Personal

Personalized features build stronger relationships with users. The new live chat shows the agent's avatar and name, making it more inviting. A friendly greeting by name on the dashboard also goes a long way!

Prototype

Prototype

Before & After

Reflection

This project has been a great challenge due to its ambiguous scope. I prioritized and focused on the most important features for the business. If I had the chance, I would conduct a survey and interviews to gain deeper insights into users' problems. Additionally, I would have liked to conduct user testing to see the feedback users would give after the redesign and its impact on the business.

Reflection

This project has been a great challenge due to its ambiguous scope. I prioritized and focused on the most important features for the business. If I had the chance, I would conduct a survey and interviews to gain deeper insights into users' problems. Additionally, I would have liked to conduct user testing to see the feedback users would give after the redesign and its impact on the business.

© Kristina Loewen 2023