Motorheads app: Mockup

Case Study:

MotorHeads

Date:

Jan, 2023 - Apr, 2023

Client:

Hello Zindagi

Industry:

InsureTech (Insurance aggregator)

OVERVIEW

About the Project

After a period of nearly two years, the Government of Maharashtra has commenced the process of easing Covid-19 restrictions in India. As a result, many employers have begun to recall their employees back to physical offices. In addition, schools and colleges have resumed their academic operations on campus. During the pandemic, a significant number of individuals refrained from renewing their vehicle insurance. A 2020 survey conducted by the Times of India newspaper revealed that approximately 57% of vehicles in India remained uninsured.

In this project, I introduce "Motorheads," a smartphone application that provides a seamless solution to several issues faced by vehicle insurance buyers. By integrating existing APIs and services, the application assists people in saving time, money, and travel-related concerns. Specifically, Motorheads streamlines the motor vehicle insurance buying journey, making it a hassle-free process for its users. The application also provides assistance to individuals in cases of being pulled over by law enforcement without insurance or a physical driving license.

My Role:

I led the end-to-end design from discovery to delivery (concept, user flows, interaction design, prototypes, and design QA).

Problem STATEMENT

Problem 1:

Vehicle owners in India need to be reminded about their insurance policy expiration because traditional ways of buying insurance from an agent or online do not provide a reminder system.

Problem 2:

Online buyers of vehicle parts and services in India need a consolidated online marketplace to ensure genuine products and efficient services.

Users & audience

Target Audience:

  • Gender: Male, Female, Transgender
  • Profession: Working and non-working class
  • Age: Anyone above 18+ years of age, having a valid driving license
  • Location: Anyone who is a resident of India

Scope & constraints

Scope and Timeline

DISCOVER STAGE

Scope of Work & Timeline

After receiving the idea of the project and its scope, I conducted interviews with the stakeholders to understand their mindset and the vision, be in sync with all the stakeholders, avoid end-moment disappointment, and brainstorm more ideas. Here is a list of a few questions:-

Q1. What are the values, vision and mission of the company?

Q2. What are the growth metrics for the next 2 years?

Q3. What problem is your product trying to solve? If you don’t solve it, what impact will it make?

Q4. What are your Unique Selling Points (USPs)?

Q5. Who are your Users? What are you trying to help them achieve?

Q6. Who are your Competitors? What do you like about them? What are the things they are currently not doing where we can fill the gap?

Q7. What technologies are we going to work with? Are there any technical constrains?

Q8. What is the deadline for this project? The process of approving my design and who will be approving them?

objective

Vision

Create a motor marketplace for 2W and 4W owners and brands on a single platform

Goals

  • Acquisition – Acquire new customer base by signing up on the platform
  • Activation – Increase active users by purchasing offers/discounts
  • Engagement – Engage with the platform features once a week
  • Revenue – No. of purchase offers and partner commission

Initiatives

Build a platform for end-users;
Android & iOS app and Website for info Build a B2B Platform for Offers;

Design Strategy

User Intention

This app is about making users aware of the importance of buying vehicle insurance, as people don’t think that vehicle insurance is very important (research findings); but primarily inducing the users to go through various insurance and car services/ accessories options and buying it. Users can read the description of the services and also the reviews from a particular vendor. Users can also filter a particular car service based on time, money, and average customer ratings.

General Tasks

  • The primary task of the app is to sell insurance.
  • Users can also browse through different categories of Vehicle Accessories
  • Services Other tasks include reading about the traffic rules and fines.
  • Users can also know the current fuel cost, and can calculate the cost of their trip, can calculate their dream car EMI options.
  • Users can check their parking tickets too and directly pay using the app.

Technical Constraints

  • Availability of internet, electricity, and smartphones in remote villages.
  • Some smaller towns/ cities might have a network issue.

Cross Channels

Android & iOS - Native App

Marketing Goals

  • Increase Profits - To increase the penetration of insurance even in the remotest area of India
  • Social Leverage - To conduct weekend motorbike rides by enthusiasts by creating their accounts and posting/sharing on social media
  • Publishing Content - To enhance the credibility, the digital marketing executive will share relevant short stories/ news (not more than 100 words) e.g. Prime Minister Narendra Modi's new Mercedes Maybach car features
  • User Referrals - To increase brand awareness and users’ incentives by targeting intrinsic and extrinsic motivation

Major Competitors

Park+, Get my parking, Car Info, Spinny, Go Digit

Competitive & Comparative Analysis

Competitive analysis was conducted to identify competitors' strengths and weaknesses to inform MotorClub’s features and information structure. I did a research on 5 competitors out of which 3 were strong but one was super strong.

Competitive & Comparative Analysis

Competitive analysis was conducted to identify competitors' strengths and weaknesses to inform MotorClub’s features and information structure. I did a research on 5 competitors out of which 3 were strong but one was super strong.

Define stage

Problem Synthesis

  • To get an in-depth analysis of the qualitative research we used affinity diagramming.
  • This session helped us to categorize and prioritize the data of problems, issues, and challenges the users faced.

User Persona

Understanding the User

User Persona 2

IDEATION stage

Card Sorting

Card sorting is a technique in user experience design in which a person tests a group of subject experts or users to generate a dendrogram or folksonomy. It is a useful approach for designing information architecture, workflows, menu structures, or website navigation paths.

Information Architecture

Mapping & organizing information

Information architecture is a UX discipline that focuses on the organization of information within digital products. This helps to make the information comprehensible to the users of the product and they can navigate seamlessly in the digital product.

design stage

Once I organized my insights from the ideation stage I moved on to designing the layout of the application. Rough sketches were done to get my initial thoughts on paper and brainstorm new ideas for specific UI elements. Using the feedback and insights gained from research, analysis, and sketching, a low-fidelity prototype was created to begin user testing.

DEFINING PATTERNS

Design Style Guide

Color Palette

final screens

User Onboarding and Sign in/ up screens

The onboarding screen has signage poles which subconsciously give a signal to the user that this is an app related to the vehicle, as such posts are only to be seen on the roads.

Sign in & up process

The sign-in & sign-up screens are both OTP-based, which removes the confusion of remembering passwords altogether. Adding a vehicle is given a feel of an actual number plate.

Tutorial Screens

Users can learn how to navigate, the first time when they enter the app. From here, they can either continue the tour or choose to skip it.

Home Screen

The top search bar will enable the user to dynamically search for the content, or any offers that they are looking for directly. As the main purpose of this app is the offers and insurance, they are placed just when the user enters the home screen.

Offers

Users can select from the commonly grouped categories - Vehicle Service/ Repairs, etc. and if they further want to filter it from the 4 categories mentioned in the next screens, they can choose to do so. The exclusive offers are at the forefront, followed by Hot deals and Recently added offers.

On the Offers Detail page, the redeem button is left sticky so that the user can directly hit the button from any scroll he/she is at.

AI Reminder - Insurance Expiry

This feature highlights the solution to the 1st problem statement. Users can set a reminder for the expiry date for their vehicle documents.

Car Service - PitStop Integration

We have partnered with PitStop and using their APIs to call for any services. Users can book their car service using this module. This module tries to solve the 2nd problem as all Pitstop follow the highest level of sanitization possible. Also, all the vendors which are onboarded with Hello Zindagi need to pass a rigid hygiene check before they become our partner.

Document Storage

This feature is an extension of the 1st problem. Users can upload 7 documents at once. We follow all the compliances and regulations related to data storage, hence a solid trust can be built with the users.

Services

The Services tab enables the user to switch between different features of the app.

CONCLUSION

Problems Solved:

  1. Eradicates the hassle of remembering the expiry of insurance and other vehicle-related documents
  2. Integrates all service/accessories related needs into one streamlined experience
  3. Saves favourite offers for quick redemption later
  4. Provides a source of reputable individual vendors which are trusted by thousands of people

Reflection & next steps

We conducted user testing & most of them found the application user friendly and could easily navigate between the screens. Due to the time constraints, we were only able to do a minimal viable product. With more time, these are some features that we would like to add:

  1. Personal Driver Ecosystem. (For chauffeurs)
  2. MotoHeads Coins/Wallet
  3. Add Safety Feature - alerting to few emergency contacts during emergency situations like road accidents
  4. Conduct 5-6 more user evaluations with participants from different nationality and age group
  5. Collaborate with different vendors to offer best shopping deals as per user's interests
  6. Collaborating with other motor enthusiasts for road trips