Case Study: MotoristSOS Group 1 Yazan Jarrar Jennifer Murphy Jacinta Gregory Ven Lam Nancy Fetouh
Overview
Contents
Problem Statement Scoping Framework Research Plan and Findings Affinity & Empathy Mapping Insights, Pains & Opportunities Personas How Might We..? Brainstorming MVP & Proposed Solutions Epics & Stories Information Architecture & Style Guide Wireframes Next Steps Appendix and Resources
Project Overview
MotoristSOS is a brand new all-encompassing app for all licensed vehicle drivers across Australia, who regularly drive outside of the general Roadside Assistance regions or outside metropolitan areas. The apps purpose is to provide drivers, who have broken down, with an easy method of locating nearby, affordable mechanics and towing services when in regional areas across Australia. The app includes ratings and reviews of registered businesses and also allow users to track their vehicle logbook, servicing and maintenance history as well as keep track of their registration, license and insurance renewals. If you drive a vehicle, it is more than likely that you have experienced a breakdown, a flat tyre or run out of petrol to name a few possibilities. To have all the features you need in one convenient location on your smartphone, ensures a safe and easy solution to potential problems on the road.
Problem Statement
Drivers want to be able to locate affordable and reliable vehicle mechanics and towing companies outside the general Roadside assist service regions in a breakdown or emergency situation. They would also like to be able to manage their logbook and vehicle servicing history, and manage any payments or renewal reminders through one all-encompassing application.
Scoping Framework
Research objectives:
Research Plan
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Understand the main issues Australian drivers are facing when calling for roadside assistance.
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Determine how drivers pick their mechanics within metropolitan vs regional areas, and what components influence and determine a person's decision when choosing a service.
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Decipher the type of insurance coverage Australian drivers are currently covered for.
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Understand how and when drivers would use roadside assist and what they would do in a breakdown or emergency situation, specifically in regional areas.
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Get an understanding of drivers behaviour when it comes to managing their vehicle including logbook, servicing and manage their rego and insurance renewal reminders.
Market Research & Competitor Analysis Survey 135 Respondents Interviews 10 Candidates
Market Research Findings We found that 23% of Australia’s motorists are not covered for roadside assistance, with Tasmanians and Northern Territory lagging behind the cautious motorists of New South Wales and Victoria. We also found that owners with newer vehicles call for help more often, with 3 Million 9News Survey participants stating that they would call their partner, friend or family member in a breakdown first. 22% of those were women vs 9% of men. The least popular option (for both genders) was asking a stranger.
Towing Tyre Replacement Fuel Delivery Jump Start/ Pull Start
According to ExpertMarketResearch, the market is projected to expand at a Growth Rate of 5.6% between 2021 and 2026. The major industry drivers of the market include: ● ● ● ● ●
Rising urbanisation. Growing population. Demand for hybrid and electric vehicles. Miles vehicles are travelling. Newer car designs and technology is increasing the need for assistance.
Lockout/ Key Replacement Winch Battery Assistance
Competitor Comparison Key elements that were included across most applications that are highly used. ➔
Creating an ‘All in one’ application creates a specific intention for the use of the app. It provides more functionality and seamless experience for a user as everything can be completed inside of the one application and you don’t have to switch between screens. This in turn also produces convenience, faster loading times and a smoother User Interface experience.
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Allowing users to keep track of their service quotes that have been provided to them, gives consumers the power to feel in control of their choices. This way users can compare quotes from various services and track their payments are accurate as well as catalogue their quote history to refer to in the future if required.
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With all payments and settlements in one place within the application it makes it easier for users to manage their finances and prevent overdue payments. It also provides the user with the ability to trace where the money is coming from and where it is going to.
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Cars are like a daily chore, they require constant attention and not everyone has the time to maintain them. When something breaks down or malfunctions most users want a quick solution to fix the problem. Having all available services (such a mechanics, tow trucks and repair services) in one spot provides an efficient and convenient way to view resources that are accessible.
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Having the capability of viewing, reading and writing reviews on mechanics, tows and other car services provides users with an simple comparison of services. It permits transparency of a business which builds trust and loyalty in their customer base.
Survey Findings
Which company do you currently use for roadside assist?
26% Not covered by Roadside assistance 74% Are covered by Roadside assistance - 38% of those covered are with NRMA 79% would try to rectify situation themselves in the situation of a minor breakdown. Would you attempt to rectify the problem yourself?
67% would be interested in an app like MotoristSOS that could track and send reminders in relation to logbook, registration renewal and vehicle history.
Survey Findings
If you needed assistance, due to an accident who would be your first point of call?
Majority of participants said they would call family and friends first then they would call their insurance company. 38% Use a personal calendar for renewal reminders. Registration renewal is the most important asset to participant to find in an app. Which of the following features is the most important to you in an app?
Affinity & Empathy Mapping ➔
PURPOSE: To gain a better understanding of the users perspective and behaviour.
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We conducted affinity mapping where we group similar information from our interviews together to form groups based off their natural relationships.
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The Empathy map groups are based on thoughts and feelings. This style of grouping helps us see the picture more clearly and gain insights that helped us to further understand our users.
Affinity Map
Empathy Map Summary
Breakdown or Emergency Situation
Main Insights Derived from the Affinity Map and the other research we conducted, the insights gave us a summary of all the relevant findings and provided some clarity as to users behaviours, desires, likes and dislikes.
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Most users use NRMA or Google for their needs so don't believe this feature will be useful unless it offers something new or unique.
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Roadside Assist, family member or friend, Google search and insurance company were the four main points of call if in a breakdown or accident in a regional or metropolitan area.
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If broken down in a regional area at night, drivers were concerned about personal safety first before worrying about their vehicle.
Vehicle Records & Information Management These were the main insights we decided to focus on as we progressed in our synthesis as they were the ones recurring and emphasised throughout our research.
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Users are interested in the tracking of their vehicle records such as rego, servicing, work done by mechanic etc and having reminders.
Combined features ●
Users would like the app to work as a guide for how to maintain or manage the car, with advice on how to prepare for long trips as well as what to do in an emergency situation.
Breakdown or Emergency Situation ●
Other Insights
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Users want affordable, reliable, honest and knowledgeable mechanics who work quickly and are conveniently located and once they find one they are generally loyal. Users find manufacturers mechanics to be expensive and untrustworthy. Users tend to use NRMA, google, car clubs or word of mouth to find their mechanics. Even users who have had a previous bad experience with a Roadside Assist still didn't see the need for an additional app just to assist them in an emergency/breakdown situation.
Vehicle Records & Information Management ● ●
Users do sometimes tend to forget to renew rego and rely on personal calendars or Service NSW texts. Users would prefer to be able to choose whether or not they provide their sensitive personal information when on-boarding or using the app to find a service.
Our candidates didn’t see the value in having a breakdown or emergency assistance app by itself as they would not use it regularly, and it wouldn't be the first point of call in an emergency or breakdown situation;
BUT they were open to the idea of an app that encompasses both
Insights Summary
vehicle management and the emergency assistance features, especially with the possibility of the app: -
acting as a guide for what to do in a breakdown situation, how to remain safe when stuck in a regional area, how to troubleshoot a breakdown or locate nearby, relevant services, what to do when it's time to renew car registration, access previous logbook, maintenance and servicing history, providing prompts, reminders and notifications, as well as ensuring sensitive personal information was kept secure
AND in order to keep the app in the forefront of users minds it would need to be engaging, interactive, inviting and easy to use.
SO, we would now need to identify driver’s pains and opportunities to have a fuller picture of how to integrate these solutions into the app.
Primary Pains ●
Pains Derived from the Empathy Map and the other research we conducted, the pains gave us a window into what the users found frustrating in their daily routines in regards to their vehicles and vehicle management.
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Drivers don’t know how reliable, affordable or honest a mechanic is if calling one for the first time in a breakdown situation. Drivers are frustrated that Roadside Assist can’t even reach the drivers, or are left waiting hours for help in regional areas. Drivers don’t trust manufacturer service centres. Drivers are not always sure what they are covered for under their Roadside Assist plan. Drivers are confused about how to find help when travelling interstate by car. Mechanics usually don’t send reminders or provide a log of what was done on their vehicle.
Secondary Pains ● ●
Drivers sometimes miss rego renewal deadlines. Drivers shared concern about providing their private information.
Primary Opportunities
Opportunity to... The opportunities was a great way to gather all the frustrations and turn them into opportunities that could be implemented throughout the app and assist us in creating possible solutions.
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Connect the driver with a reliable, affordable mechanic who can solve the driver’s exact problem or specialises in the drivers specific car brand.
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Allow the user to filter their search results when looking for a service as part of the emergency assistance on the app.
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Provide reminders and prompts to the user and step by step instructions on how to complete tasks (such as rego) or what to do in an emergency, including links to perform the action.
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Allow the option to pay the mechanic in increments instead of a lump sum allowing for the integration of a buy now/pay later service (eg: AfterPay). Reduce the time it takes for a mechanic or towing company to reach the driver in trouble in a regional area by making their information easier to find for the user.
Opportunity to… continued
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Provide a checklist or tips of what to check on the vehicle before going on a trip or what to do in case of emergency.
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Provide reviews and ratings on mechanics or vehicle-related businesses on the app including service centers.
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Give the driver the ability to track the mechanic or towing service via GPS and communicate via the app in a breakdown or emergency situation.
Secondary Opportunities ●
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Track the car logbook, kilometre usage and all other servicing and maintenance (perhaps partnering with different car manufacturers in the future for integrations). Manage multiple vehicles in the one account.
Personas
After looking at our research findings, collaborating our insights, pains and opportunities as well as assessing who the audience was, we came up with two personas. These personas, while possibly stereotyped, were composed from our interview candidates and covered both experienced and inexperienced drivers. The creation of both personas would allow us to build and deliver app features that would work to meet the requirements and behaviours of both types of drivers to reach a broader diversity of an audience.
Meet Michael
Meet Melissa
How Might We…? Primary ●
HMW provide users with an easy way to locate various
Emergency/breakdown part of app
Secondary
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services or locations that would assist them in an emergency
towing service via GPS and communicate via the app in a
or breakdown situation in a regional area (including accommodation, petrol, mechanic, towing, doctors etc) ●
breakdown or emergency situation? ●
HMW provide users with validated reviews and ratings for
subaru specialist. ●
HMW present users with step by step instructions or options on what to do in case of a breakdown or accident?
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HMW ensure the app features help cut down waiting times for the users during an emergency or breakdown in a
nearby local mechanics who would specialise in the users vehicle brand or specific issue to instill confidence? - eg - a
HMW give the driver the ability to track the mechanic or
regional area? ●
HMW present users with app features that are unique from those currently available via Google and/or Roadside Assist apps
How Might We…? Primary ●
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HMW allow users to provide details for multiple vehicles in
Secondary ●
HMW allow users to renew their rego and perform other
the one account so that they can better keep track of
actions directly via the app. (app would link to the relevant
multiple vehicles in one place.
site directly) so that users a less-likely to miss payments.
HMW present all the vehicle management options such as
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HMW give users the ability to find at a moments notice what
logbook, servicing, maintenance records, kilometre usage
they are covered for in their insurance policy so that they
etc seamlessly and efficiently so that users can easily
can find this information quickly in an emergency situation
navigate this information in a safe and secure way. ●
Vehicle Management part of app
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HMW allow users to export or import relevant vehicle
HMW design an app that provides users with a step by step
information (share information) with mechanics or service
process to accomplish their car management goals so that
centres when needed so that they feel more confident using
they can take better care of their vehicle.
a new mechanic. ●
HMW allow payments to be made via the app for any vehicle services rendered including in increments so that users can better manage their car related finances.
Ideation - Brainstorming
Brainstorming - Breakdown or Emergency Assistance
How Might We provide users with an easy way to locate various services or locations that would assist them in an emergency or breakdown situation in a regional area?
How Might We provide users with validated reviews and ratings for nearby mechanics who would specialise in the users vehicle brand or specific issue to instill confidence?
How Might We present users with step by step instructions or options on what to do in case of a breakdown or accident?
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Include a map with clickable options for the various services eg, mechanic, petrol stations, doctor, accommodation Add a favourite icon so that you can find your preferred service In a breakdown, filter map (services) in a radius for options to help When mechanic favourited, others can see this is a favoured mechanic Ability to input departure and arrival point to get warnings based on where you are travelling Roadworks/construction/weather/unsurfaced roads on route being taken Have the app give you updates on when and where you can fill up if travelling long distances between service stations Opt in for notifications of user selected services nearby
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Specify your car type. Search results will favour your car type Mechanic adds their car model specialisations to their profile Stay system for reviewing a service after visiting/receiving service for registered businesses List utilities a service (such as toilet onsite) for services in case of emergency (such as needing to go to the toilet) Incentivise users to review by giving them a rating
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Provide an interactive process whereby users answer a few questions to narrow down their results Pre-trip checklist. Tips for pre, during and post trip checklists Mailing list blog posts on relevant subjects Include a troubleshooting system where the app asks: What is your problem? Then have a list of problems like flat tyre, accident, need a tow, locked my key in the car then confirm locations then a list/map of mechanics come up to fit your criteria in your area
Brainstorming - Vehicle Maintenance
How Might We provide details for multiple vehicles in the one account so that they can better keep track of multiple vehicles in one place?
How Might We present all the vehicle management options such as logbook servicing, maintenance records, KM usage etc seamlessly and efficiently so that users can easily navigate this information in a safe and secure way?
How Might We provide users with a step by step process to accomplish their car maintenance and car management goals so that they can take better care of their vehicle and manage their time?
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Provide a “create a family account” Log petrol receipts Multiple vehicle information under the same account accessed by many users Invite or add additional users to your profile (family/partner)
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Set your km usage and app can tell you when your next service is due Set your most recent service and app can track when your next service is due based on the kms you enter or the amount of time passed (opt in for frequency of notifications) When prompted for service have easy book option if mechanic is registered with MotoristSOS Book service for specific needs and track logbook history Service report mechanic uploads once service is complete (invoice) Photoscan; upload and store invoices Alarm for exiting your roadside assistance radius QR code/image of servicing done on the car that is directly uploaded to the app Digital drivers licence and accessibility options
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Have a user profile whereby if you change any details it reminds you to change those details with our services (such as roadside assist if your rego changes) When a renewal is due, the app provides a reminder and a list of everything that needs to get done including links to the external website to action. Provide advice on when to perform routine tasks (such as oil check or change windscreen wipers) and a “how to” Itemised list of what users policy includes for easy access and view
Minimum Viable Product
Proposed Design Solutions for Wireframing Star system for reviewing a service after visiting / receiving service for registered businesses
Incentivise users to review by giving them a rating
Include a map with clickable options for the various services - eg select what you want to see - mechanic, petrol stations etc
Roadside assist wish: GPS tracking to see how far away the provider is for MotoristSOS registered businesses.
Have a map showing the mechanic or towing service moving - like uber eats - online/offline
When a renewal is due, the app provides a reminder and a list of everything that needs to get done including links to the external websites to action.
Pre-trip checklist. Tips for pre, during and post trip checklists/tips
Multiple vehicle information under the same account accessed by many users
Provide approximate timeframe when looking for a service, so the map shows the mechanics nearby and provides an approximate waiting time next to each mechanic
Upload images or video Enter your policy start and end date to set reminders
Set your most recent service and app can track when your next service is due based on the kms you enter or the amount of time passed (opt in for frequency of notifications)
Track logbook history
Set you kilometre usage and app can tell you when your next service is due
Link directly to the Department of Transport Chatbot triage to diagnose problem with car if unsure of the problem
Send alert indicating breakdown to partner with location of breakdown.
Digital drivers licence
Epics & Stories, Information Architecture
Epics & Stories
Epics & Stories
Epics & Stories
Epics & Stories
Information Architecture (whole)
Brand Colours
Style Guide
Complementary Colours
#F1F2F2
#FF8C00
#000000
#57A1ED
Colour Palette In addition to the colour palette provided as part of the branding guidelines, we added two new colours. A lighter tone of your original blue and a vibrant orange. Research showed that the available colours were not engaging and that we needed a vibrant complementary colour to draw attention, and enhance the current colour palette to fully express the UI. The new colour palette would:
System Colours #3A4855
1- Increase engagement allowing users to identify a call to action, or identify where they are in the app 2- Contrasting colours would assist with Accessibility needs making it easier to read and navigate the app 3- The new colours harmonise together to make the app intuitive for the user and allows a better understanding of the user flow.
#E5E5E5 #0073BA
#34c759ff
Style Guide - colours Using two hues directly opposite each other on the color wheel, such as blue and orange, is guaranteed to add energy to any digital environment. These complementary colors work well together because they balance each other visually. Colour theory dictates that something like this is needed to engage the viewer and create an inner sense of order and a balance in the visual experience. “Colour alone can set or change a mood, attract or deflect attention, energise or soothe or even become the focal point all on its own.” Source
Style Guide Icons We investigated icon usage throughout the user flow and decided to go with simplistic designs, allowing the icons to speak for themselves when possible to ensure a clean yet easy to understand interface. As we are focusing on IOS platforms, we looked at integrating the relevant Human Centered Design interface in the designs to ensure consistency and intuitive behaviour on the part of the user. We’ve included a sample of icons here. All icons can be accessed on Figma within the Asset folder.
Figma Link
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Speak in a calm voice
Style Guide
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Language used to be simple, easy and succinct
Tone of Voice
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Clear and concise
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Semi-Formal language that applies to all ages and experiences
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Use friendly and helpful language and tone
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Clarity for step by step instructions
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Enquiring, caring tone for questions
Wireframes
Initial sketches - flat tyre
These were the initial sketches we drew up to guide us as we began wireframing your solution. The wireframe solution did not follow this exact design or layout and extra frames were set up as needed.
Mid-Hi Fidelity Wireframes - complete - Multiple flows
Breakdown Assistance dashboard, selecting issue and Flat Tyre 1
2
3
4
5
Loading page
Landing page (New Member)
Landing page (Existing Member)
Breakdown Assistance Dashboard Page
Flat Tyre Assistance
Finding and selecting mechanic and entering details to book the service. 6
7
8
9
10
Location Assistance
Services Nearby
Mechanic Reviews / Contact details / Emergency time.
More details on selected Mechanic.
Vehicle details to assist mechanic in knowing tyre specs / size.
Confirming details, mechanic accepts job and tracking mechanic 11
12
13
14
15
Vehicle details continued..
Confirmation of information
Tracker / Booking number / Awaiting confirmation from mechanic.
Mechanic approved job and provides user with ETA of mechanic arrival.
Mechanic tracker to put users mind at ease. ETA on top of page.
Also notify emergency contact and services.
Mechanic arrival, completion of task and review mechanic 16
17
18
19
20
Live tracker for both mechanic and task completion.
Confirmation of task completed by mechanic or dispute depending on completed tasks.
Services completed notification on screen.
Review mechanic and services provided.
Completed review message and rating.
Creating account once job is complete to save details in Vehicle Management History page on app 21
22
23
24
Sign in screen once user reviews mechanic to save details.
User personal information and account creation.
Confirmation of information provided by the user.
Provide further options for other services
25
Show other services nearby on map
Alternative options - selecting to change the tyre yourself 1
If a driver chooses to change the tyre themselves, a how to section tis provided to make sure they know all the steps.
2
Alternative options - Chatbot - responds no to having a spare tyre 1
If the user doesn’t have a spare, he has the opportunity to use the chatbot to find alternative solutions to finding a mechanic or a tow.
2
Alternative options - Vehicle Management (signup, dashboard, history, reminder notification) 1
2
3
4
5
Manage My Vehicle option selected.
Users need to log in or create an account to access their vehicle information.
Users are requested to fill out all the information and have the option to add more members to the application.
The application also allows you to add and manage multiple vehicles.
Dashboard showing options when manage your vehicle is selected.
Alternative options - Vehicle Management (signup, dashboard, history, reminder notification) 1
2
The options available under the vehicle history. Any services rendered under emergency or breakdown assistance are saved under breakdown assistance records
The notification showing registration renewal.
Next Steps
What next? ➔
Map out detailed User Flows for each issue or emergency.
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User flow and design required for vehicle management section of the app.
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High fidelity prototyping for design submission.
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User testing to ensure application is functioning to suit the target audience.
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Phase 2 and 3 ideas for further inclusions on the app to be investigated further.
APPENDIX
SURVEY DATA & CHART Which company is your Roadside Assist Cover with?
Roadside Assist
Qty
NRMA
48
No Cover
35
RAC Insurance
16
Car Manufacturer
15
Youi
6
AAMI
4
Allianz
3
Budget Direct
2
Apia
1
ING
1
RACV
1
Shannons
1
Swann
1
134
➔
This diagram indicated all roadside assistance companies that our survey participants are insured with.
Full Empathy Map
Complete Brainstorming - Emergency/Breakdown Assistance
Complete Brainstorming - Emergency/Breakdown Assistance continued
Complete Brainstorming - Vehicle Management
Complete Brainstorming - Vehicle Management continued
Complete Minimal Viable Product
References ●
Colour Theory - https://www.homedit.com/color-theory-and-why-color-matters/
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Dashboard Icons - https://www.flaticon.com/
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Competitors Research -
www.autoguru.com.au
www.gofar.co
https://fuelcheck.nsw.gov.au/app
http://fuelmap.com.au/
www.mynrma.com.au/
https://fleetsu.com/
https://rac.com.au/
www.4x4indistress.com
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Market Research -
https://www.expertmarketresearch.com/reports/vehicle-roadside-assistance-market https://www.ibisworld.com/au/industry/towing-services/5416/ https://www.transparencymarketresearch.com/vehicle-roadside-assistance-market.html https://www.digicallassist.com.au/blog/surprising-roadside-assistance-trends/ https://www.9news.com.au/motoring/australian-motorists-wasting-money-on-roadside-assists/58d38e9b-abd5-430f-9903-91f3dfa78c70
Thank you!
Get in touch with the team! Yazan Jarrar
Nancy Fetouh
Jacinta Gregory
Jennifer Murphy
Ven Lam