Swapfiets
Define test ride journey problem
Project Overview
Swapfiets, an Amsterdam-based company, provides a B2C bike subscription service across eight European countries.I joined Swapfiets in 2023 as an intern and have since advanced to the role of UX Designer. My primary focus has been improving the website's user experience through close cooperation with the Marketing team and developers.
What is Test ride?
Swapfiets offers test rides for e-bikes, allowing users to make appointments for these rides. However, Swapfiets currently uses a different booking management platform instead of What we are using (HOK). We aim to understand the issues this causes for both store employees and users.
Project goal
Identify and address the issues around the test ride process to ensure a smooth and satisfying experience for both users and swappers.
Process
Insight
User Journey
Research
User Interview | Define Problem
Suggestion
Ideation | Suggestion
Insight
User Journey - Test ride booking journey (online)
To identify user pain points, I conduct thorough research on the user journey. This involves interviewing both the customer experience team and store field leads to gather comprehensive insights.
User Journey - Test ride journey (Offline)
To learn more about the test ride journey, I observed the Swapstore to understand the user experience from receiving the bike to returning it.
Test ride customer enter the store
When a test ride user walks into the store, if there is a line, the user needs to be in the line no matter if they book the test ride.
Painpoints
1. Members with appointments complain about having to wait.
2. Swappers cannot provide quality service due to full schedule.
3. Swappers cannot predict how many test ride users going to come today.
Swapper asked their appointment
Swapper checked the reservation information. Even people who didn't sign up for test ride, they can still do test ride.
Painpoints
1. No way to analyze the conversion rate of walk-ins for test rides.
2. Sometimes test ride users don't know which bikes they choose.
Check the ID card and handover the bike
Each stores have a promo e-bike for the test ride.
Painpoints
1. No way to analyze the conversion rate of walk-ins for test rides.
2. Sometimes test ride users don't know which bikes they choose.
User ride a bike and come back to store
After test ride, user get back the ID card. If they want to sign up the bike, Swapper can help to sign up in the store.
Painpoints
1. Users need to sign up online, if the store is busy, Swapper cannot help them sign up.
2. After a test ride, users might need to wait a maximum 2 days to get a bike.
Research
User Interview - Voice of users
To delve deeper into the details, I conducted interviews with Swapfiets store field leads. They use different appointment management platforms for regular customers and test ride customers. I aimed to understand the challenges they face and identify any problems affecting the users.
Main persona
5 Swapfiets store field lead in Amsterdam
Stores that handle more than 3 test ride customers per day
When users want to sign up
after test ride, they can give a bike but they have to book fake schedule in the system for next day if the day is fully booked. problem is new users cannot book the next day spots.
Test ride booking users complain about the long queue
because they cannot get the service immediately.
It's hard to predict the test ride users from Swappers.
Sometimes people just walk in and want to try out the test ride. it is impossible to track converstion rate in this case.
It's too busy to check other schedule platform for the test ride.
We usually check the system once a week or we don't check it at all.
Painpoint
User
Users cannot always get test ride right away even they booked the spot.
After booking a test ride, it's not easy to receive a bike.
Swapper
Swapper cannot predict how many test ride users going to come to store due to separate test ride booking platform.
Define the problem
I defined the problem for Users and Swapper (Store employees). because throughout the interview and user journey, there are not only problems around swappers but also users.
Swappers: managing test rides and regular bookings on two different platforms makes it difficult to predict the number of test ride users at the store, resulting in poor service for users.
Users: The inefficient process between test ride booking and bike sign-up, along with a poor test ride experience, gives users a negative first impression, leading to a lower conversion rate.
Goal of project
Swapper : Enable Swappers to predict how many test riders will visit the store.
User : Make the test ride process easy and enjoyable for users so they are happier and more likely to sign up with Swapfiets.
Suggestion 1
Follow up email
Currently, we don't provide any follow-up emails to users, which means we miss the opportunity to encourage sign-ups after test rides. Additionally, we can create a smoother sign-up journey following the test ride experience.
Add the sign-up button
Direct them to configure page.
Add product overview button
In case they don't enjoy their bike, we can give them a chance to look at other bikes.
Add a help center link
Users can always ask questions regarding bikes.
Suggestion 2
Combine the test ride and sign up
The platform for test rides and sign-ups operates on different systems. As a result, store staff need to perform extra work to manage these two types of appointments. Additionally, due to the separate platforms, users have to re-enter all their personal information for sign-up after the test ride.
Add test ride slot in the HOK dashboard
After combining the platforms, our internal management tool, the HOK dashboard, will also need to be updated.Swappers will be able to predict test ride users and prepare the bikes for them in advance, significantly reducing the time needed to hand over the bikes. Additionally, tracking the conversion rate after the test ride will be much easier.
