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BiRBuR Case Study

BiRBuR Case Study

Rideshare & Car Rentals

Whatever it is, the way you tell your story online can make all the difference.

Quick Summary

Role
UX Research, UI Design & Interaction Design

Year
2022

Timeline
4 months

Overview

BirBur is an innovative ride-renting and listing platform in the USA that enables users to rent a wide range of vehicles, including ATVs, boats, yachts, and regular vehicles. Unlike traditional platforms, BirBur offers a comprehensive service that caters to both renters and vehicle owners, with web and mobile applications designed to meet the needs of a diverse user base. As the sole designer on this project, I collaborated closely with product managers, developers, and stakeholders to ensure that the product aligned with both business and user specifications. The project was guided by the double-diamond methodology, a framework that emphasizes problem solving and user-centered design.

Discover Phase: Understanding the Problem

We conducted interviews with 15 potential users across the United States, focusing on individuals who had previously rented or listed vehicles on platforms like Turo, Airbnb, and specialized vehicle rental services. Our target audience included both everyday consumers looking to rent vehicles for leisure or travel and vehicle owners interested in monetizing their assets.

User interviews and surveys

The first phase of the double-diamond methodology, "Discover," focused on gathering insights to understand the problems faced by potential users of the BirBur platform. This involved extensive research, including user interviews and competitive analysis. We explored the needs of both renters and vehicle owners, identifying pain points and opportunities for innovation.

Renting and listing vehicles, particularly specialized ones like ATVs and yachts, is a fragmented process in the USA. Existing platforms do not offer a seamless experience for both renters and vehicle owners, leading to inefficiencies, poor user experiences, and missed opportunities for revenue generation. The challenge was to create an all-encompassing platform that provides a streamlined and secure process for renting and listing various types of vehicles while ensuring a superior user experience.

Problem Statement

Interview Insights

In parallel with user research, we conducted a competitive analysis of key players in the industry. We evaluated platforms like Turo, GetMyBoat, Boatsetter, and Airbnb Experiences, examining their strengths and weaknesses to identify areas where BirBur could differentiate itself.

Competitive Analysis

  • Ease of Use: 78% of users emphasized the importance of a straightforward and intuitive booking process. Users wanted to avoid cumbersome registration and payment procedures.

  • Security Concerns: 65% of vehicle owners were concerned about the security and condition of their vehicles when rented out, highlighting the need for robust insurance options and secure transaction processes.

  • Variety in Offerings: Renters expressed a strong desire for a platform that offered more than just cars—there was significant interest in renting boats, yachts, and ATVs, especially for recreational purposes.

  • Personalization: Many users (72%) wanted a platform that could remember their preferences and offer personalized recommendations based on past rentals or searches.

Key Insights from User Interviews:

  • Turo: Turo dominates the car rental market but lacks offerings for specialized vehicles like boats or ATVs. Their user interface is polished, but users noted that the search and filter options were not as robust as they would like for niche markets.

  • GetMyBoat and Boatsetter: Both platforms specialize in boat rentals but are fragmented in terms of user experience and service consistency. They often lack a comprehensive support system for owners, which can lead to dissatisfaction.

  • Airbnb Experiences: While not a direct competitor, Airbnb’s model of offering unique, localized experiences inspired our approach to providing a wide range of vehicle rental options. However, their platform doesn't cater to the specific needs of vehicle renters and owners.

Findings from Competitive Analysis

  • Market Gaps: 45% of vehicle owners we interviewed had listed their vehicles on multiple platforms to maximize visibility but expressed frustration with managing multiple accounts and listings. This highlighted a need for a unified platform with easy management tools.

  • User Growth Potential: According to industry reports, the vehicle-sharing market in the USA is expected to grow by 15% annually, with specialized vehicles like boats and ATVs seeing even higher demand due to increasing interest in outdoor activities.

  • Revenue Opportunities: The average owner on existing platforms earned around $50,000 annually from renting out their vehicles. However, owners of specialized vehicles like yachts and ATVs could potentially earn double that if they had access to a more targeted audience.

Numerical Insights:

Narrowing the Focus

In the "Define" phase, we synthesized the data collected during the Discover phase to clarify the key challenges and opportunities. We identified specific user needs, which allowed us to refine the problem statement and create actionable design objectives.

Redefined Problem Statement

How might we design a platform that seamlessly connects renters with a diverse range of vehicles while providing vehicle owners with the tools they need to manage their listings effectively?

Motivations:

  • Access to a wide range of recreational vehicles for weekend trips.

  • Flexibility to rent from local owners at competitive rates.

  • Ability to rent on short notice using her smartphone.

Motivations:

  • Reach a broader audience for renting out a diverse fleet.

  • Access to detailed performance analytics to optimize pricing and listings.

  • Automate communication with renters and streamline the booking process.

Goals:

  • Increase visibility and bookings, especially during peak tourist seasons.

  • Easily manage rentals across all types of vehicles in one dashboard.

  • Receive actionable data on fleet performance to make data-driven decisions for growth

  • HMW ensure that renters find and book vehicles easily, regardless of type?

  • HMW create a listing process that is simple yet comprehensive for vehicle owners?

  • HMW build trust between renters and owners through secure and transparent transactions?

  • HMW leverage data to provide personalized recommendations and insights for users?

  • HMW differentiate BirBur from competitors in a crowded market?

HMW Questions:

Persona 1: Sarah McAllister - The Adventure Seeker

Bio:
Sarah is a busy marketing executive who loves adventure on the weekends. She often escapes the city for spontaneous road trips and outdoor activities like hiking, boating, and ATV riding. She doesn't own many of the vehicles she loves using, but she values the freedom and convenience of renting them. Sarah has used rental platforms before but has found them limited to cars, which is why BiRBuR appeals to her diverse outdoor needs.

  • Age: 32

  • Occupation: Marketing Executive

  • Location: Denver, CO

  • Income: $85,000/year

  • Tech Usage: Savvy (iPhone, MacBook, heavy app user)

Frustrations:

  • Limited rental options for non-standard vehicles (like ATVs and boats).

  • Long verification or insurance approval times on other platforms.

  • Unclear communication with vehicle owners about pickup/dropoff times.

Goals:

  • Rent reliable and well-maintained vehicles quickly.

  • Simplify the process of discovering and booking available vehicles in nearby locations.

  • Receive reminders or special deals for her favorite types of vehicles.

Persona 2: Richard Lawson - The Vehicle Entrepreneur

  • Age: 45

  • Occupation: Small Business Owner (Vehicle Rental Business)

  • Location: Miami, FL

  • Income: $120,000/year

  • Tech Usage: Moderate (Desktop and tablet user, comfortable with SaaS tools)

Bio:
Richard owns a fleet of high-end vehicles, including cars, yachts, and ATVs, which he rents out for profit. He operates in Miami, a hub for tourists, so maximizing his fleet’s visibility and bookings is crucial for his business. Richard is looking for a platform that not only allows him to list all types of vehicles but also gives him valuable insights into how his fleet performs, booking trends, and ways to grow his customer base.

Frustrations:

  • Lack of platforms that accommodate a variety of vehicles (yachts, ATVs, etc.).

  • Difficulty tracking vehicle performance and availability across multiple listings.

  • Inconsistent customer behavior and no insights to adapt his strategy

Develop Phase: Ideation and Prototyping

The Develop phase of the BirBur project was all about refining and prototyping the ideas that emerged from the Ideation stage. This was a critical period where collaboration between the design team, product managers, stakeholders, and developers was paramount. Our goal was to translate the research findings, user stories, and brainstormed ideas into tangible, user-centric features that would form the core of BiRBuR's MVP (Minimum Viable Product).

User Flow

Throughout the Develop phase, regular meetings were held with stakeholders, including the product managers, business development team, and key investors. These meetings were essential in aligning the vision for BirBur’s MVP with both user needs and business objectives.

Unique Owner Ideas That Emerged:

  1. Dynamic Pricing System: One of the most innovative ideas that came up during this phase was the concept of a dynamic pricing system. Inspired by airline ticket pricing, this feature would allow vehicle owners to set variable prices based on factors like demand, seasonality, and booking lead time. This idea was particularly appealing to stakeholders, as it could significantly increase revenue potential for owners of high-demand vehicles, such as yachts and luxury cars.

  2. Owner Reputation System: Another unique concept was the development of a reputation system for vehicle owners. This system would rate owners based on various factors like vehicle condition, punctuality in meeting renters, and responsiveness to inquiries. This would not only help build trust within the platform but also encourage owners to maintain high standards, thus improving the overall user experience.

  3. Cross-Platform Synchronization: Given the feedback from vehicle owners who were already using multiple rental platforms, we proposed a feature that would allow owners to synchronize their listings across platforms. This would help them manage their rentals more efficiently, reducing the risk of double bookings and streamlining their operations.

Design System & Unique Elements

I created a unique design system from scratch, which evolved as the product kept growing with assets and functional components. Collaboration with the stakeholders helped to refine the needs to the business goals to get things moving accordingly.

Sketches & low-fidelity wireframes

To ensure that we were focusing on the most impactful features for the MVP, we used a prioritization matrix. This matrix allowed us to evaluate each potential feature based on two key criteria: value to the user and ease of implementation, but out of that came the sketching process where I had to ideate with stakeholders the best ways to execute each feature.

Key Product Moments

As the sole designer, the responsibility to work on all modules fell on my shoulders. The web application for renters, and the web application for the host dashboard, as well as a functioning mobile app catering to both renters and owners (called hosts). One key idea to design was how a renter can also request to become a “Host” on the platform, should they choose. The key ingredients are the following features and screens below:

BirBur offers a seamless experience for both vehicle owners and renters. Owners can easily manage their fleet, track performance, and adjust pricing via the web dashboard, while renters enjoy a smooth booking process through the app, with personalized recommendations and easy payment options. Both parties benefit from streamlined communication and real-time notifications for bookings and vehicle status.

Searching (Mobile App)

BiRBuR makes finding the perfect vehicle a breeze with its powerful search and filter options. Users can effortlessly browse by categories like ATVs, boats, or yachts, while narrowing results by price range, availability, and location. The interactive map feature allows users to pan across different areas, giving them a visual and dynamic way to discover vehicles nearby or in their desired destination. This intuitive system ensures that users find exactly what they need, when and where they need it, for a smooth and convenient rental experience.

Booking/Renting a Vehicle

The booking process is designed to be seamless and accessible for all users. With just a few taps, renters can select their desired vehicle, confirm availability, and complete the booking, ensuring a hassle-free experience. The intuitive interface is optimized for accessibility, featuring clear navigation, easily readable text, and voiceover compatibility, making it user-friendly for people of all abilities. The streamlined design prioritizes simplicity and inclusivity, ensuring that anyone can book a ride with confidence and ease, regardless of their technical expertise or physical limitations.

Signup & Verification

The signup and identity verification process is carefully designed to ensure user security while adhering to legal guidelines and compliance standards. New users are guided through a simple, step-by-step onboarding process, which includes providing personal details and uploading identification documents. The system utilizes secure encryption protocols to protect sensitive information and complies with industry standards like GDPR and KYC (Know Your Customer) regulations.

Account Settings

The account settings management feature allows users to easily update their personal information, payment methods, and preferences in just a few clicks. The intuitive design ensures that users can navigate through options effortlessly. Additionally, regular users can seamlessly apply to become hosts by accessing a dedicated section in the settings. The application process is simple, guiding them through requirements such as identity verification, vehicle details, and compliance checks, making the transition from renter to host straightforward and accessible.

Bookings Settings

In the final phase of the booking process, users are given the option to enhance their rental experience by selecting additional protective features. These include damage protection, which offers peace of mind by covering potential incidents during the rental period. Users can also opt for post-trip cleanup services, ensuring a hassle-free return of the vehicle. Additionally, renters have the choice to pay for extra gas upon trip completion, saving time and making the process more convenient. These options, clearly presented at checkout, make the experience both customizable and stress-free.

Host/Owner Management Dashboard

The host management web dashboard in BirBur provides a comprehensive and intuitive platform for hosts to manage their fleets efficiently. Hosts can organize their vehicles into fleet groups, even collaborating with other hosts for shared management. The dashboard offers robust earnings analytics, allowing hosts to monitor their income and set up collection bank accounts with ease. Additionally, hosts can report renter behaviors and handle insurance claims directly from the interface. With features to subscribe to insurance policy plans and manage a bookings calendar for all vehicles, the dashboard also includes a clear data visual overview, ensuring hosts have all the information they need at a glance.

Deliver Phase: Testing and Refinement

The standard "Deliver" phase involved testing the prototypes with real users to gather feedback and refine the design. This iterative process ensured that the final product would meet the needs of both renters and vehicle owners.

Testing & Refinement:

  • User Testing: Conducted user testing sessions with a diverse group of participants, including both renters and vehicle owners. The feedback was invaluable in refining the user interface and improving usability.

  • Statistical Metrics: The testing revealed that 85% of users found the booking process straightforward, while 90% of vehicle owners appreciated the simplicity of the listing management tools.

  • Unique Observations: Users appreciated the ability to filter vehicles by type and location, which was a feature that differentiated BirBur from competitors.

  • Outcomes: Based on feedback, we made several adjustments, including simplifying the payment process, enhancing the search filters, and improving the onboarding process for new users.

Conclusion: Final Reflections and Future Outlook:

Reflecting on the BirBur project, the use of the double-diamond methodology allowed us to tackle a complex problem in a structured and user-centered way. The process of discovery and definition provided clarity on the key challenges, while the development and delivery phases ensured that the final product was both innovative and user-friendly.