Client: Omega One Developers
"On Demand Services" Roadside Assistance Industry
"On Demand Services" Roadside Assistance Industry
🗺 Project Overview
Starting date: Winter 2022
MVP Delivery: May 2023
Technologies: Geo localization and Firebase
Inspired by: Lack of market focus, boring space, and established players.
Challenge: Create MVP to be launch Summer 2023
My Role: Product Designer
My Responsibilities: Market research, UX research, conceptualization, design sprint - visual design - UX writing, journey mapping, UI design, accessibility testing, style guide development, product branding, logo, sketches, Lo-Fi wireframes, usability testing, presentation, facilitator, and collaboration.
Team: 1 Product Designer, 1 UX-UI Designer, 1 Project Manager, 5 iOS Developers, and 4 Android Developers
MVP Delivery: May 2023
Technologies: Geo localization and Firebase
Inspired by: Lack of market focus, boring space, and established players.
Challenge: Create MVP to be launch Summer 2023
My Role: Product Designer
My Responsibilities: Market research, UX research, conceptualization, design sprint - visual design - UX writing, journey mapping, UI design, accessibility testing, style guide development, product branding, logo, sketches, Lo-Fi wireframes, usability testing, presentation, facilitator, and collaboration.
Team: 1 Product Designer, 1 UX-UI Designer, 1 Project Manager, 5 iOS Developers, and 4 Android Developers
Fixi team celebrating iOS release
Business's Objective: Disrupt the roadside assistance industry, braking down barriers, and redefining the traditional market model through fair pricing, a peer to peer network, income opportunities and user-centered experience. Our goal is to get people back on the road hassle-free while simultaneously creating positive economic impact opportunities within local communities.
Client Requirements:
1. Conduct market research to validate Fixi's genuine fit and demand in the market.
2. Define user personas and validate if mechanics are suitable match for Fixi.
3. Develop a minimum viable product (MVP) for iOS and Android applications focused on providing real-time roadside assistance services, facilitating seamless connections between drivers seeking assistance and service providers.
4. Implement a simplified onboarding process that minimizes complexity and reduces the number of steps for users.
5. Ensure a reliable and secure ecosystem for all Fixi participants.
Design Objectives: Develop two interconnected mobile apps, one for Requesters and another for Roadrunners, within the Fixi ecosystem, ensuring a seamless and efficient roadside assistance experience while meeting all client requirements.
💼 Introduction
For over a century, since 1915, the traditional model of roadside assistance has persisted, burdened by high costs, limited accessibility, and the challenge of placing trust in unknown service providers. Out of this longstanding challenge, Fixi was born with a vision to revolutionize the industry, offering a seamless, affordable, community-driven solution, and accessible to all, empowering individuals while promoting inclusivity.
This case study dives into the design journey of both the Requester and Roadrunner apps within the Fixi ecosystem. It traces Fixi's evolution from its inception to it's mission of redefining how people perceive help on the road, catering to modern travelers. We'll explore unique challenges, solutions, and the impact of this transformative platform.
⚠️ Problem Statement
Drivers with limited mechanical knowledge struggle to find available assistance, face high towing costs, and require help with simple repairs to resume their journey without visiting a mechanic or garage.
📈 Market Research
Exploring roadside assistance market data became the compass guiding Fixi's design and development journey. The following insights helped us understand who our users are.
THE INDUSTRY DYNAMICS
Every year, countless travelers ensure their peace of mind on the road through a simple investment: a Roadside assistance membership. Policyholders gain access to a network that promise two essential benefits: emergency roadside assistance and cost for the service is covered. Source AAA
Every year, countless travelers ensure their peace of mind on the road through a simple investment: a Roadside assistance membership. Policyholders gain access to a network that promise two essential benefits: emergency roadside assistance and cost for the service is covered. Source AAA
🔺PROS
⏺ The individual is covered not the vehicle.
⏺ If the vehicle is not owned by the driver, it may cover services
⏺ If the vehicle is not owned by the driver, it may cover services
🔻CONS
⏺ Requires a separate purchase from car insurance.
⏺ Policy may typically cover the cost of towing, anything else will be the driver responsibility. High costly prices not every driver can afford to pay it besides car insurance.
⏺ Policy may typically cover the cost of towing, anything else will be the driver responsibility. High costly prices not every driver can afford to pay it besides car insurance.
HIGHLIGHTS
✔️ Services covered are towing, tire change, fuel delivery, battery service, lockout service, winching and mechanical first aid. According to the research of Bankrate.com drivers that should consider the service should be elderly people, young drivers, parents with small children, drivers of older vehicles (12 or more years old) commuters who drive more than 20 miles, and travelers. Also, drivers can get roadside assistance through auto insurance companies, member organizations, car manufactures and credit card companies.
✔️ The market size, according to Fortune Business Insights, U.S. roadside assistance, was valued at USD 5.88 billion in 2021. The market is projected to grow from USD 5.99 billion in 2022 to USD 7.73 billion by 2029, exhibiting a CAGR of 3.71% during the forecast period.
✔️ Services covered are towing, tire change, fuel delivery, battery service, lockout service, winching and mechanical first aid. According to the research of Bankrate.com drivers that should consider the service should be elderly people, young drivers, parents with small children, drivers of older vehicles (12 or more years old) commuters who drive more than 20 miles, and travelers. Also, drivers can get roadside assistance through auto insurance companies, member organizations, car manufactures and credit card companies.
✔️ The market size, according to Fortune Business Insights, U.S. roadside assistance, was valued at USD 5.88 billion in 2021. The market is projected to grow from USD 5.99 billion in 2022 to USD 7.73 billion by 2029, exhibiting a CAGR of 3.71% during the forecast period.
✔️ The growth in the Tech Industry in the wake of the global pandemic, the travel industry and vehicle roadside assistance industry is experiencing high growth globally and digital platforms offer a lifeline to drivers. The need for quick, efficient help during emergencies has never been more critical.
✔️ Stats understanding driver behavior according to AAA Market survey, reveals fixi's relevance in the roadside assistance market. With 82% of drivers having faced breakdowns and 74% citing flat tires as the primary cause, there's a strong demand for reliable assistance. Mechanical issues also contribute significantly by 45%. Younger drivers experience incidents frequently, making them a key demographic. With 30 million annual breakdowns, fixi addresses a substantial market need. Variable tow truck wait time (20 minutes to several hours) emphasize the importance of swift and efficient assistance aligning with Fixi's mission.
Survey findings:
Survey findings:
12% unsure about spare tire condition
20% overestimate car battery lifespan.
8% never check tire pressure
82% experienced vehicle breakdowns.
95% of US drivers faced vehicle issues
74% attribute breakdowns to flat tires.
45% cite mechanical breakdowns.
73% of younger drivers had incidents.
30 million US drivers face breakdowns annually.
US tow truck wait times: 20 minutes to several hours.
20% overestimate car battery lifespan.
8% never check tire pressure
82% experienced vehicle breakdowns.
95% of US drivers faced vehicle issues
74% attribute breakdowns to flat tires.
45% cite mechanical breakdowns.
73% of younger drivers had incidents.
30 million US drivers face breakdowns annually.
US tow truck wait times: 20 minutes to several hours.
THE COMPETITIVE ANALYSIS
Unlocking opportunities in the industry. While exploring the industry, we identified the key players and various market segments. This discovery prompted our team to conduct a competitive analysis, a crucial step in defining Fixi's unique position.
Unlocking opportunities in the industry. While exploring the industry, we identified the key players and various market segments. This discovery prompted our team to conduct a competitive analysis, a crucial step in defining Fixi's unique position.
Competitive Analysis. Click image to see full information
🧐 User Research
In our pursuit of creating a user-centric experience, we dip dived on a comprehensive user research to gain insights into the preferences, pain points, and aspirations of our users.
THE GROUP OF USERS
We consider two main group of drivers: Service 🚘 Requesters and the service respondents, whom we refer to 🧰 Roadrunners.
THE PLAN
1. We summarized our assumptions to comprehend the thought process of our users:
How have our 🚘 User Requesters expressed their needs when looking for a roadside assistance? In what situations would you want to find a roadside assistance? What are the pain points when looking for a mechanic, specially road assistance?
1. We summarized our assumptions to comprehend the thought process of our users:
How have our 🚘 User Requesters expressed their needs when looking for a roadside assistance? In what situations would you want to find a roadside assistance? What are the pain points when looking for a mechanic, specially road assistance?
What are the pain points for 🧰 User Roadrunners regarding this type of service?
In what situations would you want to to provide roadside assistance services?
What are the usability expectations?
2. Once we established a user research plan to validate users, we engaged in 5 in-depth qualitative interviews each with user requesters and user roadrunners. Additionally, we collected responses from 81 quantitative surveys conducted among requesters and 33 surveys among roadrunners. These efforts allowed us to extract valuable insights, uncover pain points, and identity opportunities.
THE RESULTS
✔️ 🧰 User Roadrunners Validation
Our 1-1 interview results revealed that established mechanics were not interested in providing roadside services (Details in image below). However, we found strong interest among automotive technicians with mobile workshop trucks who actively seek customers on the road. Additionally, automotive skilled drivers using ride-sharing services like Lyft and Uber have also expressed interest in participating in Fixi.
Our 1-1 interview results revealed that established mechanics were not interested in providing roadside services (Details in image below). However, we found strong interest among automotive technicians with mobile workshop trucks who actively seek customers on the road. Additionally, automotive skilled drivers using ride-sharing services like Lyft and Uber have also expressed interest in participating in Fixi.
We develop an empathy map in order to gain a deeper understanding of our Roadrunner users and to create products that are more empathetic, effective, and successful.
Empathy Map - User Roadrunner
✔️ 🚘 User Requesters Validation
We compared our survey results from AAA Market survey and confirm that younger drivers between ages 18-34 had incidents with their vehicles more often being a key demographic for Fixi App. Also, we were able to confirm information from Bankrate.com research that flat tires and towing are the two most needed services.
We compared our survey results from AAA Market survey and confirm that younger drivers between ages 18-34 had incidents with their vehicles more often being a key demographic for Fixi App. Also, we were able to confirm information from Bankrate.com research that flat tires and towing are the two most needed services.
Our surveys insights shows that 61.4% of driver owns a used vehicle with an average of more than 10 yrs being the oldest a 1994 vehicle. On the other hand, 60.5% of drivers ask family or friends for help, 51% of drivers received assistance from a good samaritan, while 47% of respondents confirm that they have been good samaritans for other drivers.
This key findings about the behavior and experiences of drivers, indicates the potential market for reliable roadside assistance services to address the needs of drivers.
This key findings about the behavior and experiences of drivers, indicates the potential market for reliable roadside assistance services to address the needs of drivers.
After obtaining diverse data from surveys, observations, feedback and interviews, we organized user insights and created an Affinity diagram which help us to categorize and prioritize issues and opportunities effectively.
Affinity diagram - User Requester
Separating pain and gains help our design team to not just have a clear understanding of user needs, but to be able to identify possible solutions that resonate with users aspirations, challenges and to align user goals.
Pains and gains - User Requester
🔑 Our Solutions
To find opportunities for design and generate a variety of solutions we reframe our user insights into opportunity.
"How might we optimize the Fixi platform to foster a seamless and efficient experience for both roadrunners, empowering them to efficiently respond to service requests and maximize their earnings, while also simplifying the process for requesters to seek assistance and continue their journey hassle-free?"
Solutions to empower both roadrunners and requesters:
⏺ Streamlined User Interface ensuring easy navigation and efficient interactions
⏺ Real-Time connection features such as chat to enable direct and instant interaction.
⏺ Quick onboarding for both users to reduce the number of steps required to register and start process.
⏺ Location-based services utilizing GPS to pinpoint locations from both users.
⏺ Earnings transparency that provide tracking, monitoring and maximize earnings.
⏺ In-App Navigation to guide roadrunners and minimize delays.
⏺ Streamlined User Interface ensuring easy navigation and efficient interactions
⏺ Real-Time connection features such as chat to enable direct and instant interaction.
⏺ Quick onboarding for both users to reduce the number of steps required to register and start process.
⏺ Location-based services utilizing GPS to pinpoint locations from both users.
⏺ Earnings transparency that provide tracking, monitoring and maximize earnings.
⏺ In-App Navigation to guide roadrunners and minimize delays.
📐 Definition
After exploring solutions and gathering user feedback, we define users and product, striving to strike a harmonious balance between the goals of both parties.
1. THE USER PERSONAS
🚘 User Requester Persona
Based on user insights, we have defined two user personas within the user service category Requester: the "Commuter" and the "Young Driver"
🚘 User Requester Persona
Based on user insights, we have defined two user personas within the user service category Requester: the "Commuter" and the "Young Driver"
The commuter
The young driver
🧰 User Roadrunner Persona
Based on user insights, we have defined two user personas within the user service category Requester: the "Mobile Automotive Technicians" and the "automotive skilled drivers"
Based on user insights, we have defined two user personas within the user service category Requester: the "Mobile Automotive Technicians" and the "automotive skilled drivers"
Mobile automotive technician
Automotive skill driver
2. THE PRODUCT
Fixi meets a genuine demand in the market. Our research confirms Fixi's market potential, showing a significant willingness among the target audience to help others, a desire to use their skills, and high car ownership. This supports Fixi's vision of connecting users who need roadside assistance with capable helpers.
Fixi meets a genuine demand in the market. Our research confirms Fixi's market potential, showing a significant willingness among the target audience to help others, a desire to use their skills, and high car ownership. This supports Fixi's vision of connecting users who need roadside assistance with capable helpers.
Fixi's impact within the roadside assistance ecosystem lies in its commitment to:
✔️ Accessibility = Democratizing Access by providing affordable and accessible roadside assistance services, Fixi ensures that drivers from all backgrounds can receive the help they need.
✔️ Affordability = Cost Savings Fixi's fair pricing model helps drivers save money compared to traditional towing or repair services, reducing the financial strain associated with unexpected vehicle issues.
✔️ Empowerment =
Fixi creates opportunities for both drivers and service providers. Drivers can easily find assistance and get back on the road quickly, while service providers can earn income by leveraging their skills and expertise.
✔️ Positive Experience = By offering reliable and prompt assistance, Fixi enhances the overall driving experience, providing drivers with peace of mind and minimizing disruptions to their journeys.
Fit in the Market: Fixi vs Competition Urgent.ly and Honk
Fixi unique service model emphasize the idea of community help
Business Goals in the Market
Fixi has the opportunity to disrupt the market and change the status quo with a new approach affordable and accessible to all drivers.
🖼 Design Ideation
Based on valuable user insights, we developed decisions that shaped Fixi app.
1. The Minimum Viable Product MVP
"Fixi is a mobile app-based vehicle service network that revolutionizes roadside assistance market. It is designed to provide drivers with a reliable, affordable, and convenient solution to their roadside assistance needs".
Fixi mobile app at its core:
✔️ Will connect drivers in need of roadside assistance
✔️ With Individuals known as "Roadrunners"
✔️ Who can provide simple roadside services
✔️ Such as jump-starts, tire changes or fuel delivery
✔️ With Individuals known as "Roadrunners"
✔️ Who can provide simple roadside services
✔️ Such as jump-starts, tire changes or fuel delivery
2. EARLY DESIGNS
🚘 User Requester -First User Flow
In our initial design, we introduced a toggle to switch between user requester and roadrunner modes. However, during testing, we observed that users were spending excessive time deciphering the toggle's purpose rather than accessing the desired service. Recognizing this distraction and the misalignment of its prominence, we relocated the roadrunner mode switch to the "More" screen.
In our initial design, we introduced a toggle to switch between user requester and roadrunner modes. However, during testing, we observed that users were spending excessive time deciphering the toggle's purpose rather than accessing the desired service. Recognizing this distraction and the misalignment of its prominence, we relocated the roadrunner mode switch to the "More" screen.
Two other user experience integrations that failed after user testing were the following:
✔️ Questionnaires
✔️ VIN number
✔️ Questionnaires
✔️ VIN number
Result: After performing usability testing 8 out of 10 users found the questionnaire tedious and the VIN number difficult to find on their vehicle. On the other hand, developers wanted to shorten the number of screens and ask our team to find a different solution rather than the VIN number.
Input VIN number user flow. Click to enlarge image
Design decisions
Following part coming soon...
