MOIA 

MOIA 

Ridesharing Mobile app
for Passengers

Mobile App

Overview

Overview

How I helped increase MOIA's conversion rate while ensuring security and usability
• by designing the signup flow for Android
• extending the Design System

MOIA is a ridesharing mobility service from Volkswagen.

How I helped increase MOIA's conversion rate while ensuring security and usability
• by designing the signup flow for Android
• extending the Design System

MOIA is a ridesharing mobility service from Volkswagen.

from Ca 41,000
to Ca 260,000

from Ca 41,000 to
Ca 260,000

4,8/5

4,8/5

By April 2020, the fleet had 100 vehicles, which extended Hamburg's urban mobility with the help of MOIA's algorithm-based electric ridesharing concept.

From January 2019 to April 2020 the user registrations, and app store metrics were succesfully improved by approx. 85%.

By April 2020, the fleet had 100 vehicles, which extended Hamburg's urban mobility with the help of MOIA's algorithm-based electric ridesharing concept.

From January 2019 to April 2020 the user registrations, and app store metrics were succesfully improved by approx. 85%.

80%

4,8/5

80%

4,8/5

Problems

Problems

Designing the signup flow for MOIA solved more problems that manifested over the user testing and iteration phase.

Designing the signup flow for MOIA solved more problems that manifested over the user testing and iteration phase.

Before I delivered the user authentication flow there were more use cases that belonged in the onboarding flow such as the coupon offering for first- time users and the onboarding slideshow.

Before I delivered the user authentication flow there were more use cases that belonged in the onboarding flow such as the coupon offering for first- time users and the onboarding slideshow.

We also tested the MVP app flows which was helpful to uncover several issues.

We also tested the MVP app flows which was helpful to uncover several issues.

Make our own app for both platforms, with a native feel to the system it’s on.

The development team went back and forth between using the OTP via either mobile or email authentication.
To address the mobile or email back and forth I considered quantitative and qualitative available research data.

The development team went back and forth between using the OTP via either mobile or email authentication.
To address the mobile or email back and forth I considered quantitative and qualitative available research data.

Make our own app for both platforms, with a native feel to the system it’s on.

How might we help users achieve a
fast & secure signup for the
MVP launch?

How might we help users achieve a
fast & secure signup for the MVP launch?

Goals

Goals

When designing the solutions aspects such as the MVP goal, business requirements and user goals were considered

When designing the solutions aspects such as the MVP goal, business requirements and user goals were considered

• launch the app app with the essential functionality as soon as possible for early users
• minimum functionality required for early users
• release the product as soon as possible
• gather feedback from users
• iterate based on the feedback

• launch the app app with the essential functionality as soon as possible for early users
• minimum functionality required for early users
• release the product as soon as possible
• gather feedback from users
• iterate based on the feedback

•  increase registrations

• drive engagement & retention for the MVP app launch in Hamburg

•  increase registrations

• drive engagement & retention for the MVP app launch in Hamburg

• new users need a fast and secure user signup in order to use the app as soon as possible to order a ride-sharing car

• have a seamless experience both on iOS and Android

• new users need a fast and secure user signup in order to use the app as soon as possible to order a ride-sharing car

• have a seamless experience both on iOS and Android

I collaborated with the team in deciding the most basic features needed for the product to launch. The coupon offering and the onboarding slideshow were left out, at this stage. What was kept was only what allowed for the product to be deployed, excluding non essential features.

I collaborated with the team in deciding the most basic features needed for the product to launch. The coupon offering and the onboarding slideshow were left out, at this stage. What was kept was only what allowed for the product to be deployed, excluding non essential features.

Improving the UX, so that the signup process does not take longer than needed.

Improving the UX, so that the signup process does not take longer than needed.

I iterated on the text to be clear & short while prioritizing
• welcoming the user
• purpose of using the code
• the actual code
This is a typical example of how mastering microcopy or writing clear & short texts can have a huge UX impact.

I iterated on the text to be clear & short while prioritizing
• welcoming the user
• purpose of using the code
• the actual code
This is a typical example of how mastering microcopy or writing clear & short texts can have a huge UX impact.

Based on the user feedback we gathered from usability testing, one insight was the user frustration when switching between the MOIA App and the e-mail app for extracting the code.

Based on the user feedback we gathered from usability testing, one insight was the user frustration when switching between the MOIA App and the e-mail app for extracting the code.

To address this I worked on iterating on the welcome email so that users spend the least amount of time scanning the email and getting what is needed - the code (OTP).

I implemented visual hierarchy to address the problem of needing to extract the code fast. And have also cut out out the clutter from the email.

To address this I worked on iterating on the welcome email so that users spend the least amount of time scanning the email and getting what is needed - the code (OTP).

I implemented visual hierarchy to address the problem of needing to extract the code fast. And have also cut out out the clutter from the email.

• Email registration is also a good post-verification marketing channel that can be used beyond for just receiving the code to drive customer engagement & retention.

• Users can receive a welcome email during the sign-up process which encourages more engagement and retention.

• Users can still verify their phone number but at a later stage during the use of the app.

• Email registration is also a good post-verification marketing channel that can be used beyond for just receiving the code to drive customer engagement & retention.

• Users can receive a welcome email during the sign-up process which encourages more engagement and retention.

• Users can still verify their phone number but at a later stage during the use of the app.

Design system

Design system

The goal was to make our own app for both platforms, with a native feel to the system it’s on. I reviewed how popular apps deal with designing components for both iOS and Android.
I progressed in creating our own custom version for Android - with a native cross-platform app approach.

The goal was to make our own app for both platforms, with a native feel to the system it’s on. I reviewed how popular apps deal with designing components for both iOS and Android.
I progressed in creating our own custom version for Android - with a native cross-platform app approach.

Design iterations

Design iterations 

Based on the user testing and iteration phase the I have refined the signup flow with fewer steps and necessary optimisations.

Based on the user testing and iteration phase the I have refined the signup flow with fewer steps and necessary optimisations.

App Flow V1

App Flow V1

Initial flow

Initial flow 

• Initially the flow included

-the onboarding slideshow (A2)
-the coupon offering for first-time users (A3)

• Also it had the phone number code authentication instead of the email authentication

• Initially the flow included

-the onboarding slideshow (A2)
-the coupon offering for first-time users (A3)

• Also it had the phone number code authentication instead of the email authentication

App Flow V2

App Flow V2

Refined flow

Refined flow

The refined flow omits the unnecessary and additional steps and instead focuses on the core flow and simplified A-B experience

The refined flow omits the unnecessary and additional steps and instead focuses on the core flow and simplified A-B experience

Final designs

Final designs