7x7 Experience | charlenenuval

PROJECT SUMMARY

MY ROLE:

Research

Secondary research - collect and synthesize existing data on current rideshare driver experience
Design research study, script, and surveys
Manage participant outreach and recruitment
Conduct user interviews
Document and synthesize feedback

OBJECTIVE: Redesign 7x7 course landing page to remove barriers to course registration and increase conversion.

PROCESS: Research current rideshare landscape, conduct user research, create design based on user feedback.

Design

Define problem based on user testing feedback
Brainstorm and create different wireframes
Create prototypes for testing. Two rounds of testing designs with drivers
Provide client with design direction and style guide to implement new design

Project Manager

Outline project timeline to launch redesign

CONTEXT

7x7 Experience provides training to rideshare drivers. Their training formats include online classes and instructor led training.

One of 7x7’s major clients is Uber. Drivers with low ratings are deactivated by Uber. An option to get reinstated is to take 7x7’s Quality Improvement course.

THE PROBLEM

Rideshare drivers directed to the 7x7 course page were confused about the purpose of the page and key details including the price of the course and the reinstatement process. Drivers found the registration process cumbersome and could not locate all the information needed to sign up for 7x7 Experience’s Quality Improvement course.

THE SOLUTION

Redesign the 7x7 Experience course landing page to provide all necessary information up front and improve the registration process.

CURRENT DRIVER LANDSCAPE

PERSONA

RESEARCH

RESEARCH METHODS

Recruit Drivers

Online Survey

Usability Test

User Interview

RESEARCH INSIGHTS

Clunky registration process
Need for course specifics
Course cost hidden
Lack of testimonials / social proof
Clarity on reinstatement process

"My rideshare business? I don't own Uber."

"Lacks element of reassurance. Like hey we can help you fix this."

"Quality Imrovement course sounds vague. Is it one course or two? "

DRIVER QUOTES

"This is not user friendly at all. It's a bizarre sign up process."

Course objective
Course description
Price
Reinstatement process

Information needed regarding the course was hidden which deterred prospects.

DESIGN

After synthesizing the research, observing other sites for inspiration, and brainstorming, I wireframed some solutions and created a prototype. While ideating, I made sure to: