How would you design a bicycle renting app for tourists?
When you say tourists do you mean international or national - could be both
is it only for tourists or anyone can rent it? - could be either, assuming you want to optimise for tourists here
Is the physical design/logistic of the bike renting app part of the scope - no, just design the app, assume physical condition as deem apt
Any specific country in mind - lets assume london for starters
Is this a native app or web app - as you feel apt
who are the customers?
The renters of the bike can be broken down into following cohorts:
Tourists , as mentioned in the problem we want to focus on this cohort
Single individuals - I would focus on single individuals since anecdotally speaking this cohort is the one I've seen renting bikes most often
Personsas are as follow:
Single male tourist
Mark, a 33 year old French native is visiting london and wants to see all the sights around london
He speaks fluent french, is uncomfortable with English , likes exercising and being out in the son, is conscious about his carbon foot print has plenty of disposal income
He is an expert rider, likes to have a rugged bike to go around town that he doesnt need to worry about
Uses iphone X
Single female tourist
Sukhmani is a 26 year old Indian female visiting london for the first time, she is a on a budget hence doesn't want to spend a lot of money
She is an amateur rider and want a bike that isn't too heavy and has storage space.
She is worried for her safety and uses whatsapp to share live location with her friends.
Need trigger: tourists may realise that they need a bike much before they travel or after they land, they will be using this bike usually for travelling around town locally
User action: Such users may search for bike rental on search engines first before they go looking for an app, a minority may search on play store.
Users may want to search by bike preference and then figure out pick up location or they may want to search by location and pick the bike available.
purchase: Once the user has figured out the bike he/she wants, they may be hesistant to pay the full amount upfront since they may not be sure of their logistics
post purchase: I would want to know the different places I can drop off the bike at/it may be far for me so I may consider pick up
|Need||Reach||impact||confidence||effort||Pick or not|
|I want to be able to book in advance by bike or by location||High||high||high||low||PICK since this is hygiene requirement|
|I want to be able to change my preference later||low||medium||high||medium||Dont pick for MVP, decide after doing user research since its not a high frequency use case |
|I want to be discoverable on web/have a web app experience||high||high||high||medium||Pick since most users will end up discovering the web through a search|
|I may get into an accident/worried about my safety/security so I want to share my location||medium||high||high||medium||PICK since this becomes a differentiator and give tourists piece of my mind|
|Multi language app ||high||high||high||low||pick since the TG here are tourists they may not all speak English, figure out which languages are needed through paretos coverage|
|payment methods||high||high||high||low||Pick tourists may want to pay in their local currency so the app should support multiple currency menus/pricing |
|Drop off location ||high||high||high||low||Pick- tourist will want to know where they can drop off bikes|
|Bike location tracker||high||high||high||high||pick - since tourists are not familiar with the area they may want to know where they parked their bikes|
|Fall detection||low||very high||high||high||Pick - Automated call to emergency with location broadcast in case of fall/collision detection |
|Helmet rental ||medium||high||high||low||Pick - tourists will want to wear protection so they want to know where they can buy/rent safety gear|
|route recommendation||medium||high||high||medium||Do not pick - this will recommend routes to tourists where they can go sight seeing, not a P0 requirement, can come later|
| || || || || || |
What are the primary metric/secondary metrics for this
Since this app is new we need to validate if it's solving the problem for the users so we may want to track % of users installing the app who try to book a bike (not necessarily successfully) this will give us a sense of usability/utility of the app.
This tells me 1) if users find the UX intuitive 2) is the value prop clear to the user ie is he/she able to identify which bike they want
risk here is that this ignores the actual booking funnel, so as a defensive metric i'd want to look at % transaction rate as well
ARPU - P0
Average days booked - P0
% of bikes succesfully returned within time- P0
% of each feature used ( this will tell us if we've over built the MVP) - P1
Time spent in the app - here we dont want this numnber to be high since it means users are strugglign with understanding the steps - P0
Sessions to transaction ratio - P0
Aha moments - P0