AlaBikes
The Product:
This app was designed for AlaBikes, a bike shop located in Alabama. The shop caters to both bike enthusiasts and recreational bikers.
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The Purpose:
To create a customer loyalty app that offers a way for users to earn points for purchases and offers membership discounts making biking not just fun but also affordable.
My role: Lead UX Designer
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Duration: April 2021 - June 2021
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UX Research
Pain Point 1: Financial
Bicycles and the accompanying gear is expensive.
Pain Point 2: Time
Busy customers don’t have time to search for deals at the local bike stores.
Pain Point 3: Social
Bike enthusiasts want a community as well as a loyalty program.
The user research comprised of hour long interviews. Interviewees were screened by answering the question "Are you involved in any customer loyalty programs? If so, how many?" Those who answered in the affirmative with a number of loyalty programs greater than one became interviewees. Four participants were interviewed by phone or video chat.
Problem statement:
Patricia is a busy stay-at-home mom who needs to buy affordable helmets and safety gear because she wants her children to be safe riding around the neighborhood.
User Journey:
Mapping Patricia‘s User Journey revealed the complexities of finding and comparing bike shop loyalty programs.
Starting the Design
Paper Wireframes
I wanted to address pain points by designing a loyalty app that made it easy to apply points to purchases as well as find discounts. This would facilitate the process of shopping and give satisfaction through the member benefits.
Digital Wireframes
One of the goals was to ensure easy, quick, accessible navigation addressed here through the navigation bar.
Menu bar for easy, accessible navigation
It was important that users could easily view their rewards points
Low-Fidelity Prototype
It was important to ensure that users could at any point travel through the app by way of the menu bar.
To view the prototype please see:
AlaBike App
Usability Studies
Refining the Design
Mockups
During the second usability study users commented on how they could not tell if an item was placed in the cart. I added an item in cart indicator. I also scaled up the buttons to make them more accessible.
High-Fidelity Prototype
The final high-fidelity prototype provided an easy way for users to keep track of, earn and spend loyalty points.
Please see:
High-Fidelity AlaBikes
Accessibility Considerations
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Increased the size of buttons to make them more apparent and easier to tap.
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Two high contrast bold colors were chosen to make the action buttons easier to visualize.
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Icons with text made up the menu bar to facilitate understanding.
Moving Forward
Impact:
From UX research of AlaBikes customers, pain points were identified:
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Buying bicycle gear is expensive
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Busy customer don’t have time to search for coupons
The new AlaBikes customer loyalty app addresses both of these pain points improving user experience.
What I learned:
I learned how important the user experience is in building software. I gained great insights through the UX Research Studies. I also learned how to build wireframes and prototypes in Figma and how important it is to consider accessibility in the design process.
Next Steps:
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Conduct more UX Research to determine what users want with respect to a bicyclist community.
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Continue to increase the accessibility of the app.
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Conduct another usability study with a larger group to identify further pain points and confirm previous ones have been addressed.