Car Next Door

1.0 FACES & LOGOTYPE

CAR NEXT DOOR

CAR NEXT DOOR

CAR NEXT DOOR

Logotype - One line Only use supplied logotype

Logos & logotypeLogotype - Stacked

UXD STUDY / SIMON METCALFE

BORROW CARS FROM REAL PEOPLE IN YOUR COMMUNITY

CLIENT INTERVIEWRESEARCH

STAKEHOLDERSMeetings were held with key team members and stakeholders on several occasions to get a clear understanding of the business problem from the clients perspective.

Operations and business development managerChief financial officerChief technology officerSales team

KEY INSIGHTSLow conversion rate for new owners.The business problem described in one sentence - potential new owners were not completing the sign-up process without intervention from the sales team.

3 discrete back end systems cause inconsistencies between each stage of the sign-up processThe need for 3 systems currently limits the ability to standardise form design and layout completely, although Car Next Door are working to remedy this within 1 year with full back-end API integration of the primary web site.

The earnings calculator asks for details up front - a business decision following an A/B test A test (removing the need to enter contact details before using the owner earnings calculator) provided no improvement in conversion, and the sales team could not longer follow-up the leads. The request for to provide contact details upfront was reinstated for all visitors.

Common customer confusion and misconceptions: Insurance, steps to signing up, and income expectations.The sales and customer service team were all too familiar with the key questions and misconceptions that customers had after visiting the site, and were looking to reduce these queries as much as possible.

Design without limitationWith redevelopment of the main web site on the horizon, Car Next Door requested that the design phase of the UX study be carried out without being limited by their back-end systems. They hope that most of the recommendations can be implemented once the back-end limitations are removed.

PROBLEM STATEMENT

BUSINESSWe need to determine the cause of the high bounce rate on the online sign-up process, so that we can increase the conversion rate of customers and reduce the need for follow-up calls.

BUSINESS GOALS

Ensure potential customer contact details are recorded early as a safeguard

Motivate owners to convert without intervention from the sales team

Be able to auto-approve owners based on the data they provide at sign-up

Maintain golden ratio of 1 owner : 18 borrowers

Notify non-eligible users when they become eligible to use the service

RESEARCH

SURVEY OBJECTIVESThe client provided contact details of 12 recently on-boarded owners. An interview script was set-up to gather a background of each the owners, their reasons for signing-up and their pain points before, during and after. Key questions:

KEY INSIGHTSForms were not the biggest pain point.In fact, very few user mentioned the forms were an issue at all, and if mentioned, the issue related to technical issues loosing their form data. Once owners had confidence in the service, they had the intrinsic motivation to sign-up and would persevere through an inconsistent form flow.

Finding answers to queries was difficult, and often contradictory.Many users found the web site frustrating to navigate, and either would not find the answers, or would find duplicated and contradictory information. Circular links, and being redirected to the members handbook in for simple queries were two particular pain points.

Confusion with insurance, costs and potential earnings.Owners were unsure if they needed to cancel their own insurance, or if they could benefit financially from the service.

They got lost on-boarding process, and did not know what do to next.The on-boarding process gave no indication of how many steps there were, how long each step would take, and what needed to happen to progress to the next step. One owner described the on-boarding email notifications as “like a bit of spam”. Many emails were repeated, did not clearly describe what the owner had to do next, and thus they stopped progressing with the sign-up.

Speaking to the sales team was an important part in building confidence.The website alone was not sufficient in building enough confidence in owners to get them to sign-up. Thankfully, the early collection of personal details and diligent sales team made it possible to convert customers.

carnextdoor.com.au Existing Owners - Telephone Interview Results

Persona

TRAVELLER, ENVIRONMENTCREATIVE, EXPERIMENTAL

FAMILY, PRACTICAL, SCEPTICALCOMMUNITY, SHARING, RESEARCH, ETHICAL

BURDEN, RECOUP

Number

3

4

56

7

8

9

10

11

12

13

Name

Hannah

Amanda

Mark

Wyatt Rob

Mark II

Emilie

Claire

Laura

Unni

Belinda

Tell me about yourself?

Sex

F

F

M

MM

F

F

M

F

Age (Year of birth)

33

35

4635

32

43

27

29

26

28 (50?)

35

Location (Post code)

Fitzroy, Melbourne

Surrey Hills

Balmain

Toorak, Melbourne

Brunswick, Melbourne

Marrickville, NSW

Newtown, NSW

Kew, Melbourne

Manly, Sydney

Type of accommodation

Shared

Shared rented

Flat

2 bedroom house, Rented

House, owned

Unit with partner

Unit, by self

Shared house

Flat, owned

Duplex, family

Relationship and children?

No, No

Yes, No

No, No

Married, baby

Yes, No

Yes, No

Yes, No

No, No

No, No

Yes, Yes

Profession

Government

Actor, Retail, Teaching

Musician, freelance

Doctor

Dept of Health, COO

Secondary School Teacher

Scientific

University ResearcherGovernment

Events manager

Status

About to go travelling

Hobbies – what do you like doing?

Do you use your car much?

Weekends, 3-4 times during the

week

Doesn't use it much on the weekend,

1-2 times during the week for work Varies

2 cars, Wife uses main car 3 days week, I use spare

car during these 3 days

2 time/week, personal

25% personal, 75% work, 3 days/week

work and rarely at the weekends3 times per week personal

Once per week, personal Once a week, personal2-3 days/week personal

Personal use?

Personal, visit mum in Oakley, go out

in the city, go to a wedding in

November, family holiday housePersonal, mostly, Kite boarding

Family car used for personal tasks

Shopping, visit family, but now only just visiting

family

Shops, gym, markets, home

improvements

Not specified

Soccer only

Children to sports, shopping

Work use

Personal

Work, auditions, retail shifts, drive to

Caroline Springs to work

Mainly work

Workshops after high school

Outside of using your car, do you use

any other kinds of transport?Yes

Tram, walk, bike

Motorbike, hardly use it, a little

public transport

Bicycle, buses occasionally to the city

Yes, good at using public transport, family all

lives close, bicycle, run, use train

Tram, a lot

Trains, buses

Cycling, walking, bus, train Tram, train

Bus,

What for?

What made you to decide to sign-up

for a car sharing service? About to go travelling, happy to

share it

Boyfriend told her about it, he used to

be with FlexiCar, "it's seemed like a

really good idea to keep the amount

of cars on the road down", "make a

little bit of extra cash out of my car"

Surrey Hills festival, "I hardly

ever use my car, and I don't

really care about it, and just

leave it on the street even

though it's brand new"

"it was inconvenient to have 1 car, so we got a

second car", "How good AirBNB was, and they had

services similar to that for cars", "If it's going to sit

on the drive for 4 days a week I might as well try

and squeeze a little cash out of it", "it can pay for

its own servicing and rego"

"We have less and less need for the car", "used

car services before so are used to the idea of

community sharing", "big on AirBNB,

SuperHosts on AirBNB", brought a car new,

doesn't make sense to sell it, "we are just

realising a loss", "fixed cost adsorption

method"

Friend of partner heard, had used other

services before, "my car is sitting there

most of the time"

Didn't want to drive to work any more,

"it's sitting there all the time and I don't

enjoy driving"

Get some value out of my

car as I only use it once per

week, share a resource that

is underutilised

Spoke to a friend who was going

away for 6 months, and asked

what they were going to do with

their car, more relaxed than

competitor, "they wanted blocks

of time, rather than an hour here

or there"

"There is so much time that I am not

using my car"

What did you need to know before

enrolling?

Costs, how much time required,

how it operated

"Because I use the car so sporadically I

needed to know how hard it was to

book it", "as an owner of a car, I can

also borrow other people's cars, can't

I?", "I can hire someone else's car if I

needed one at short notice", "how

easy it was to cancel my insurance

and change over my registration"

"Do you need a certain time

available?", insurance, how it

works, "know it's all legit"

"Want to make sure the car was compressively

insured", "end up loosing money", "Make sure the

company is reputable", "an estimate of how much

cash it would generate to see if it was worth doing

or not"

"We didn't realise we were applying for a

service", "no clear delineation between for he

customer between hooking into the CND

network to find out more, and actually

progressing with an application", "you are not

sure where you are up to in the process

because you don't know what the end process

looks like", "you are not sure what you are

doing until somebody lifts the phone and

speaks back to you", "cost implications"

Pricing structure, "what I had to pay as an

owner", security, "if my car had any

damage"

Insurance, how it works

Dealing with issues, Insurance

"How much it was", "Interested to

se what areas people needed cars,

that there actually people using the

service that wanted cars"

Did you find the information okay?

Not really that easy, web site

difficult to navigate, emailed

"Yes, I called and they were really

helpful", "When I read stuff online I

sometimes misinterpret", "does the

$75 cover my registration, or will I

need to pay that as well"

Yes

Yes, "but you have to work a bit for it", "I got

similar checklist on several different occasions,

some by post and some by email and some that I

found online; they didn’t all necessarily agree

with each other"

"That's great as stock standard option but

what does that mean for me", "you don't know

about costs until you are already well through

the process", "have the fees more prominently

displayed", "hypersensitive awareness", "I'm

not even sure what this is costing me so I

weren't looking for it, it's bloody hard to find",

"links are circular, point you back to the

members handbook", "kind of felt like a bit of

spam", "discrete processes hitting me in a

disjointed way"

Found some of it online, "when I called

them up I had them explain it in more

detail"

Yes

Yes

"The website wasn't that user

friendly to be honest", "I was

trying to find out everything

online", "it's all there but it's

hard to navigate"

"Finding out how much it was

wasn't that easy as I recall", finding

people using

Where did you find it (friend / review /

website)?

Website, emails

On the website or talking to

CarNextDoor people

"I had to phone them up because I don't

understand what the situation is with point, A, B,

C"

Website and phone

Website, phone

Website, easy to use

Website

Was it clearly explained?Yes

Yes

No, it's a complicated process and if you

oversimplify it does not do it justice, "

commercial realities of community sharing

were missing for me"

For the most part, "unsure about how

much I had to pay per month as an

owner", finding out how much I could

earn from my car was pretty clearYes

Yes

"I had to give them a call to find

out the answers to the

questions"

Yes, relatively

Did you have any concerns?

Fully covered insurance wise

"When I first tried to sign-up, the

application on the website didn't go

through", "I actually filled in the

whole form and tried to submit it and

it wouldn't go through", "I probably

would have signed-up earlier but that

happened and I was a bit… kind of...

put off"

"When phoning the insurance company they asked

what is the name and date of birth of the youngest

driver", "they weren't prepared for it even though

it was a very major insurer I was talking to", "lie

and pretend that we've got a young driver and

pretend and make up the date of birth and the

name, which sounds a bit unethical", "raise your

eyebrows as to whether they are organised with

the questions that insurance companies are going

to ask"

"Unanswerable questions that you are trying to

answer in your head", "Will it end up being an

overhead on my time that doesn't actually

give me a return", "am I getting into something

that I am going to have to get quickly out of as

there are missing pieces for me"

Pretty easy

Inconvenience if something

does go wrong, not being

able to access it if I want it

"I was concerned about the fact

that no-one would rent my car

as where I live in Melbourne I

don't feel a lot of people use

cars", "I don't know if they

market them really well because

I never knew about it until

someone else showed me"

Paying to be on their website but no-

one is using my car, How annoyed

are they going to be if I decide to

pull it down and they would have to

take Fred, worried if it doesn't turn

out to be worthwhile, "worried I am

going to have to withdraw"

How did you find the level of

information that was provided?

"I was a bit confused by the way it

was calculated", "I was confused

whether Rego was included or not", "I

found the frequently asked questions

really useful", "I got a speeding fine

from one of my borrowers and went

to the FAQ, I think they're really

valuable"

"Too much information sometimes"

List of questions, all were

answered by the PDF

Good

In general, how do you evaluate if you

are well informed about a product or

service, in order to make an informed

decision about whether to use it? Needed to be fairly well

informed

"Answer the questions that pop-up

before going through with buying the

service", "Making sure that it's easy to

get that information"

"Questions and answers that

happen pretty smooth", "Nice to

see some testimonials"

productreview.com.au, unbiased, star ratings.

"Need to understand how it works and

how it fits into my life"

"Is everything I ned to know clearly

available to me", "there's no fine print and

things that get confusing"

List of questions and

concerns, they have to be

all answered / dealt withGood phone call

Language was very personal, phone

call helps

How was the on-boarding experience

with CarNextDoor?

Fine , smooth

Clunky, "do the 7 steps to sharing which sounds

nice and easy and catchy, step 1 was phoning up

the insurance company that was a rough start",

"several of them weren't relevant to me and didn't

seem to make much sense", "why haven't you

completed the checklist", "I thought , "one of the

emails of the 10 emails that I received had a link on

it in order to get to another site", "they were

waiting for me to click on the green bar at the

bottom of the site that had been on email 7 or

whatever"

Quick, within a matter of

days

Good, simple, except answered

questions about taxation - "he

said it's not an issue but I still

think it is", "I didn't get a clear

answer on that"

How did you find the sign-up process

(web forms)?Okay

"Someone called me and put all my

details in, so it was really easy"

"Didn't work on my browser or

something, I tried another time

and it wasn't working, a bit of

teething stuff with that"

Reasonably straightforward

Very straightforward, "to the point where I felt

I had not given enough information for the

magnitude of the step that I am about to take" Was really easy

Pretty straightforward

Clear, easy process

Credit card details, "why do you

want my credit card details

because you should be paying

me money not the other way

around"

Not too bad

How did you find competing the

paperwork?

A lot of emails that were not

very useful, didn't tell me what

I needed to do

"there is a bit in the information

about changing your registration that

doesn't need to be there"

Fine, it was easy

Straightforward

Had no existing insurance, so had to do no

paperwork

Easy

RTA problems, "making

sure I had all the right

documents to have the

information to log onto the

RTA website"

Straightforward

Okay

Fitting the locking device, “Fred”?

Fine

Good

Fine, looks a bit odd, "it's quite

large will someone try and break

and steal it because they are

pissed"

Fine, reasonably unsightly, "does it damage the

seals on the top of the window?"

Issues with Fred, but clearly explained in-

person

Fine

"I don't know how to use it but I have a

spare key"

Bit of a pain, annoying to

take it on and off, better if

the device did not have to

be removed, "worried I will

forget to take it off or put it

back on", "would prefer it if

it stayed on the car

somehow", "the one thing

that feel could be improved

a bit"

I've never used it

Fine

Did you experience any problems?

No

"The mobile site is a bit slow, it would

be really good if it was a bit faster",

"In this fast paced society that we

live in!", "review reminders don't

load" - has to go to the website and

log in

"I'm getting cabs this weekend,

ugh!", "A few things turned up",

fuel card pin did not work for

one of the users, Got some taxis

to keep the car available

"I haven't received a flyer about my own car",

"there hasn't been the slightest sniff of interest" Missed the checklist, a really critical email

Issues with installing the GPS, caused

problems with the immobiliser, had to pay

extra for a special tow truck due to the

immobiliser problems

"I haven't been able to access any account

information to see how much money I

have earned"

No

Delays with installing the lockbox

Post on-boarding experience

(managing availability)?To soon to tell, people don't

know how to operate my car is

it has some unusual methods of

control - they call me rather

than reading the profile, might

be worth putting a laminated

sheet in the car

"I did try and book my car a couple of

times and it didn't actually work"

"I don't know how much I

receive from my hire" - "I don't

know what portion of that I

receive", Booking the car on the

phone does not work, it's a bit

odd, "Do I have to review after

each person borrows it, it might

be returned dirty and I might

not know it", "I don't have time

to go and check it", the day rate,

is it a 24h day?"

Problems with the online calendar, "it's something

you want to be able to do quickly on your

computer or on your phone via their website",

"needs to be pretty light on its feet", "the moment

it starts to get clunky and I'm making phone calls

and getting bogged down at it starts to come at a

bit of a cost to my sanity"

"Car came back with some damage and

they have already contacted me about

fixing it", "they seem pretty proactive"

Extending use of my own car, could not

make another booking as it says it has to

be at least 45 minutes later

The process was a little

confusing at first

Issues with the website and

mobile app, I have no issues as I

don't really use the carTo new to use the service

Would you recommend CarNextDoor

to another?

Yes, and do. "I've almost got a friend

to sign-up but she's just paid her

insurance and got a big discount on it" Yes

Not yet, Too early, "Gone through the hassle with

none of the benefit yet"

Yes, and already have, "the concept is

phenomenal"

Yes, if it would suit them

Yes, definitely

Yes, and have

Yes, and have, "I think it's a great

idea", "90% of the people I know

work in the city and have a car, 5

years ago when I didn't have a

car I could have done with this

service", "sharing something you

are not using kind of helps a lot

of people to find cars easily"

Yes, "think it’s a really good idea if

you are in a high density urban area"

Have you used another car share

service yourself?

GoGet

No

No

GoGet

FlexiCar, GoGet

Yes, Flexi car

No

No

No, considered DriveMyCarNo

Can you tell me about the experience?With ex-boyfriend, fine

Before we earned cars, easy, convenient, liked

being able to tap on with the card

We needed something larger than the car we

had, more straightforward, more mature in

their processes

Overall okay, although car was quite far

away

What computers and devices do you

have?

MacBook, iPhone (preferred,

because I have it all the time) iPhone (preferred), laptop, iPad

MacBook (preferred), iPhone

(preferred also), iPad

Laptop, 2x iPhone, iPad (preferred)

PC desktop, Mac desktop, Android, iPhone,

iPad (preferred)

MacBook, Android (50/50)

Android (Preferred), Laptop PC

MacBook (preferred),

iPhone

iPhone

MacBook (laptop), iPhone

Are there any questions you would like

to ask me?

Quick bio

Lives in shared house, mostly

uses car for personal use,

enticed by the service as she's

going travelling, not in a

relationship", she's "happy to

share it", is very time poor and

was concerned "how much of a

burden would it be to do

something like this"

In a relationship but living in shared

house, uses her car for work and

family visits, but with a lot of causal

work and also teaching jobs, work

varies and therefore the car use

varies. Amanda really liked the idea

a it keeps a lot of cars on the road

down

Has a car and doesn't really

care about it that much, even

though its new, more worried

about the logistics of people

returning the cars dirty, or

having to get taxis if he

suddenly needs a car

Family, with baby, both himself and wife work

and it was getting inconvenient having one car.

They brought a second car and signed-up up for

CarNextDoor to justify its worth and help make

the car pay for itself. They don't use a lot of public

transport, just a little to get to the city, but do

have a bicycle

Male in relationship, good job, very

professional, brought a car but realised it

wasn't really a sound investment as they don't

really need it. Very community based, family

based, find public transport no problem and

feel that their car is a expense / loss and a

burden. Also very much into Collaborative

Consumption, particularly noted through his

status at AirBNB. Approached CarNextDoor

as he wants to try and recoup some money on

the car. XXX is very busy with a house move

and a car

Lives with her partner in a unit, use the

car for work but not really for personal

use, Existing insurance had expired which

was a motivator to sign-up, pretty relaxed

and easy going, used car share services

before so very familiar with how they

work

Lives by herself but is in a relationship.

She brought a car to drive it to work but

no longer does this, and barely uses it for

personal she doesn't really enjoy driving.

She can't sell the car because it's in

finance so may as well get some use out

of it. How much the service is making is

very important to her, and she would like

to know regularly how this is going.

University researcher,

sporty, rides the bike and

walks a lot outside of

public transport. Currently

the car is only used for one

thing, a sports activity, so

she considers the resource

underutilised. Doesn't look

at her email at the

weekends

Sounds about 60 years old,

professional who works in the

government, plans things

carefully and had time to

research into competitors, likes

the time to do their research

unaided, and gets frustrated

when they cannot complete this.

A sceptic, but a believer "I think

it's a great idea"

Wife of a family, doesn't use her car

that much, is concerned that the

service is not going to be popular

enough.

OWNER INTERVIEWSRESEARCH

What did you need to know before enrolling?

What made you to decide to sign-up for a car sharing service?

Did you find the information okay?

How was the on-boarding experience with Car Next Door?

What computers and devices do you have?

Demographics and car use

PERSONAS

Devices

Transport Methods

“ If it’s going to sit on the drive for 4 days a week I might as well try and squeeze a little cash out of it.”“ An estimate of how much cash it would generate was

important to see if it was worth doing or not.”

StoryWith the birth of their second child and an increase in his working hours, Nick was finding his increased use of the family car for work had begun to impact on the family’s travel requirements. Nick Purchased a second car for work, so that the family car was always available to cater for the needs of his wife and children.

BehavioursBeing a doctor, Nick is very health conscious and likes to engage the family in sports and encourage exercise. Since the arrival of their second child, the car has been the preferred transport for his wife to run their eldest to her school and sports activities.

Nick and his wife are familiar other sharing services such as airbnb, but has yet to participate in sharing their own resource. While Nick does consider the value of collaborative consumption schemes to the community, the safety of his family and security of his possessions is of utmost importance.

At the weekends when Nick is not working, he spends most weekends with a family and uses a single car to visit friends, nearby attractions, nature reserves and shopping when required. The most convenient time for Nick to browse the internet is when he’s at home looking after the baby. He uses the family iPad or MacBook.

Needs• To know that all of his decisions are financially viable.• To be aware of all possible problems and outcomes of a situation.• To ensure that putting time and effort into something new is going to be

worthwhile.

Pain points• Discovering there are

caveats with an investment that were not known beforehand.• Making a poor financial decision.• Doing something that is not best practice or by the book.

“ I was interested to see if there were people in my area that actually wanted cars.”

“ It was inconvenient to have one car, so we got a second car.” ex+30+40+70$

Environment

Community

Financial

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BioMale34DoctorMarried, 2 children

Situation2 bedroom house, RentedBalmain, Sydney

Nick

PERSONAS StoryJane is a well educated traveller, living in a shared house while she saves for a deposit for her own unit. While Jane does use her car regularly, she finds it is still unused for a substantial amount of time, and this time will increase due to an upcoming travel trip.

BehavioursJane is an incredibly social and busy person. Outside of work she visits local markets, coffee shops, and the gym using a variety of transport methods depending on distance. She also makes quarterly trips in the car to see her family in Newcastle or to the family holiday house in Forster. Many of Jane’s personal trips are non-essential and with good public transport in her area she could choose to leave the car at home more often.

Jane likes to get out of the house as much as possible, and will prefer to browse the internet on her phone at her coffee shops while waiting for friends.

Jane finds it difficult to put time aside for practical tasks such as managing finances. When it comes to changing service provider or signing up for something new, it will often take a change in circumstances or an external motivator for her to finally take the plunge. If her flow gets interrupted she me be put off and may rethink her options.

Needs• To have new experiences

to talk about with her friends.• To find new and innovative ways to benefit the community and the

environment, without having to dedicate too much time.• To know how a new product or service will work and if it will fit into her life. • To have basic but concise information on how much something will cost.

Pain points• Dealing with uncertainties that pop-up and interrupt her plans. • Having to put time aside for practical tasks.• Reading small print or lengthy documents to get answers.

“ I was concerned how much of a burden would it be to do something like this.”

“ I need to understand how something works and how it will fit into my life.”

“ I was going away for 2 months, and was happy to share it.”

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BioFemale33High School TeacherPartnered

SituationShared house, RentedMarrickville, Sydney

Jane

Transport Methods

Devices “ It seemed like a really good idea to keep the amount of cars on the road down, and make a little bit of extra cash.”

ex+65+75+35$Environment

Community

Financial

PERSONASMark

“ The concept is phenomenal. 5 years ago when I didn’t have a car I could have done with this service.”

BioMale47Civil ServantPartnered

SituationHouse, OwnedHawthorn East, Melbourne

Devices


Community

Financial

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StoryMark was born in Victoria and has lived there for most of his life. He has recently moved into a new house. Mark is very close to his immediate family and thus made the decision to purchase a house nearby to them.

Mark purchased his first brand new car a few years ago as an investment, but since the move he finds he is using it less than once a week. Realising the potential loss in value from selling the car, Mark is determined to make the investment viable.

BehavioursMark and his partner are very familiar with collaborative consumption and are frequent contributors to such services. They have achieved a good status on airbnb, as well as having utilised car share services for hiring cars in the past.

Although open to new experiences, Mark is a careful researcher and doesn’t leave anything unknown. He performs most research on his home computer, but also will refer to his mobile phone when out of the house and requiring an immediate answer.

Needs• To be up to speed with the latest news, events and issues concerning the

local area and population. • To be actively participating in new and existing community programmes

and initiatives with his partner and family.• To know he is helping to make a positive change to the lives of friends,

family and the local community in whichever way possible.• To be very well informed about a product or service before proceeding,

including what the potential alternatives and competitors are.

Pain points• Being wasteful or unresourceful with purchases, services or finances.• Failing to get answers to questions or queries though his own research.• Failing to follow government or council regulations or laws.

“ We brought the car new and it does not make sense to sell it. We are just realising a loss.”

“ We are SuperHosts on airbnb.”

“ We have less and less need for the car.”

PERSONAS StoryLouise lives by herself in a single apartment and has been working in a marketing position since she graduated from university.

Having recently passed her driving test and due to the location of her office, she purchased a car on finance with primary goal of commuting. However, she’s since found the commuting traffic to be too much and overall does not enjoy driving at busy periods. Due to the car being on finance, she is unable to sell it at present.

BehavioursLouise heavily relies on public transport to visit friends and go on weekend shopping trips. She still uses the car at less busy times, mostly for trips to see her parents.

With the increased living costs from moving from a shared house to a 1 bedroom unit, Louise has to be organised and budget carefully. She takes an active interest in her finances and the products and services that she engages with.

Needs• To be kept up-to-date by her service providers.• To be in control of her finances.• To be able to find information quickly and effortlessly.• To be able to complete budget calculations regularly.

Pain points• Processes that are excessively complicated.• Having to spend time reading detail that is not relevant to her situation.• Being inconvenienced at a short notice.

Transport Methods

Devices “ I can’t sell the car. It’s sitting there all the time and I don’t enjoy driving.”

“ I need to be able to access account information to see how much I have earned.”


Community

Financial

150+850=

0+1000=

700+300=

000 +1000=

300+700=

BioFemale27MarketingSingle

Situation1 bedroom unit, RentedEarlwood, Sydney

Louise

“ Is everything I need to know clearly available to me? I shouldn’t have to read fine print and things that get confusing.”

CAR NEXT DOOR

DRIVE MY CAR RENTALS GOGET EASYCAR

CLUB GETAROUND BUZZCAR RELAYRIDES

Country Australia Australia Australia England U.S. France U.S.

Peer-to-peer Yes Yes No Yes Yes Yes Yes

Short term rental Yes No Yes Yes Yes Yes No

Unattended key handover Yes No Yes Yes Yes No No

Social media sign-up No Yes No No Yes Yes Yes

Earnings calculator Web form Web form /

SMS No YesInteractive No Yes

Interactive No

COMPETITIVE ANALYSISRESEARCH

KEY INSIGHTS

Car Next Door is the only short term peer-to-peer rental service in Australia.

Not all peer-to-peer services facilitate the borrowing of cars without the owner having to meet the borrower in person.

The highlighted features are currently not provided by the Car Next Doors website, and implementing them may help improve user engagement with their product.

COMPETITIVE ANALYSISDesign patterns from competing and similar businesses were compared.

Particular attention was paid towards sign-up processes and interactive calculation of incentives.

USABILITY TEST

COMPETITOR (BUZZCAR)

“I don’t really want to read through all that text here”The last phase of the owner sign-up has a bulk of text at the top of the form. It might be important, but this user did not want to have to take the time to read it.

“Is it hourly/daily or per km? How does that work?”Several users did not understand that the per km charge is in addition to the hourly and daily rate.

“Does that mean it doesn’t cost anything?” While on the earnings calculator page, this user didn’t understand if there were any costs involved with sharing a car.

“I don’t know what the DCL is!”Damage cover liability!

“Love isn’t the clearest; English is my first language and I was sceptical to what that was”“Love” is the label of the link for the reviews (testimonials) page, but the page title itself is called Reviews.

“I should not need to give contact details to get a quote”Some users were reluctant to hand over personal details in order to get an estimate of their earnings.

“I would prefer to see a breakdown of how they came to the calculation”This user found the earnings calculator did not show what percentage of demand was used to calculate the predicted owner earnings.

“Who are the underwriting company?”This user wanted to know who the underwriters were for the insurance and breakdown cover, and could not find the answer on the site.

“Oh god, so many boxes!”Many users found the current site’s earnings calculator confusing.

“What are the tax implications?”A question also asked by an owner during the existing owner interviews. This user could not find the answer on the current site event though it has been previously documented!

“75% of 33c is confusing. Just tell me.”This user didn’t like to have to work out how much they received of the fees charged when someone borrows a car.

“Peer to peer - is that people the same age?”This user wasn’t familiar with Buzzcar’s use of the word “peer”.

“Sign up for free!”The name of the sign up link clearly indicated that the sign-up was free for the user.

CURRENT WEBSITE

RESEARCH

ANALYSISTaking into account the insights from the research performed so far, the (business) problem statement was redefined from the users point of view.

PROBLEM STATEMENT

USERI am a car owner with limited time and computer skills, who does not drive my car very often. I would like to enrol my car on carnextdoor.com.au so it can help pay for its own running costs. I would like to sign-up online, but I am struggling to understand the process and get the answers to my queries. This is frustrating me and is affecting my confidence in the service.

ANALYSIS

Owners need to find out how much they could earn from their car, and also the most the service could cost them if their car does not make any money.Methods• Interactive slider to calculate earnings.• FAQ page: costs.• FAQ page: earnings. • Search query: returns FAQ entries.

During sign-up process, owners need to clearly know their progress, what need to happen to move to the next step.Methods• Sign-up forms: current progress and total

steps visible throughout the process.• Email notifications: current progress, total

steps and next action required.• My Account: displays current sign-up

progress after logging-in.

Owners need to easily understand all the steps in with the sign-up process, and how long the process is expected to take. Methods• FAQ page: steps involved.• Sign-up forms: total steps clearly visible on

first page.• Search query: returns FAQ page.

Owners need to be able to pause the sign-up process at any time and return to it.Methods• Sign-up forms: save and exit option.• Email notification: complete sign-up.• My Account: shows option to complete

sign-up after logging in.

Owners need to understand how insurance cover works, and be prepared for the common queries that insurance companies may raise.Methods• FAQ page: typical insurance scenarios.• Search query: returns FAQ page.

USER GOALSAND FEATURES

ANALYSIS

Simplify earnings calculator

Display sign-up progress

Pause sign-up process

Answer insurance queries

Explain sign-up steps

Owners need to feel confident when using the website. Technical problems that disrupt the flow and smoothness will reduce confidence, particularly when personal details are being requested.Methods• Website : consistency and uniformity between all

sections.

Owners need to understand how they are paid when someone borrows their car, and how they can keep track of their earnings. Methods• FAQ pages: how do I get paid?• Search query: returns relevant FAQ page.

Users need to quickly find answers to common queries regarding rego, tolls, permits, breakdown cover and the damage resolution process, without reading fine print.Methods• FAQ pages: multiple.• Search query: returns relevant FAQ page.

Owners need to know their car can be made available to them, when required, with the minimum of effort.Methods• FAQ page: how managing availability works.• Search query: returns FAQ page.

Owners need to find out how income tax works in relation to earnings they receive from their car. Methods• FAQ page: tax.• Search query: returns FAQ page.

Owners need to know the benefits that they can bring to the community by sharing their car with others. Methods• Testimonials• FAQ page: “Why join Car Next Door”.

Owners need to understand what their travel options are if their car is unavailable.Methods• FAQ page: what happens if my car is unavailable.• Search query: returns FAQ page.

Explain car availability

Explain travel options when car unavailable

Show community benefits

Quick access to other common queries

Explain payment and tracking of earnings

Smooth web site experience

Income tax help

ANALYSIS

USER GOALSAND FEATURES

HIGH PRIORITYEA

SYH

ARD

LOW PRIORITY

FEATURE PRIORITISATION

Explain sign-up stepsPause sign-up process




Income tax help

Smooth web site experience

Show community benefits



MVP Simplify earnings calculator

Display sign-up progress

ANALYSIS

The MVP represents what can be implemented with relative ease on the current web infrastructure.

Features such as the display of the sign-up process, and the ability to pause and save the sign-up process may not be possible without back-end changes.

Many of the features are simple content updates, which have been ordered by priority based on the frequency that the goal was raised in interviews and usability tests.

WHYCar Next Door want to build-up their peer-to-peer network by signing-up new customers, increasing geographical coverage.

WHATVoice: Casual, positive Tone: FriendlyMessage: We are a friendly, reputable and well established car sharing community which you will very much enjoy being a part of.

WHOThe audience are qualified drivers who:

(a) need a low cost, safe and convenient method of hiring cars for short and long trips, which range from social events, utility and vacation. The cars need to be easy to book, pick-up and access.

(b) own a car, and would like to make use of its idle time to make money to cover costs, reduce cars on the road, or to help someone in the community who needs a car. The service must guarantee adequate protection of their car, and participating in the service must not be time consuming or inconvenient.

WHEREThe content may be accessed on computers, tablets or mobile phones, but owner sign-up is probably more likely to occur at home where the car is nearby and supporting documentation is accessible.

HOWThe majority of the sites key content is text, with some supporting infographics, photographs and videos. Text is in the formats:

• General information pages (key content)• FAQ questions and answers (key content)• Tables (key content)• News, media and blog updates (supporting content)• PDF documentation and policies available for download (supporting

content)

WHENContent updating and archival should be performed:• with a change to company policies, procedures or pricing• at least every 6 months to ensure accuracy and completeness• at least once per week for time-sensitive content (news, media and

blog updates) to maintain credibility

STYLE GUIDE

Terminology standardisation• “Borrow” in place of “rent”, “hire”, and in place of “book” if possible.• “Share” in place of... rent?• “Car brand” in place of “Car make”• “Car” or “Vehicle”• “Earnings” in place of “Income”?• “km” should always be lowercase

Spelling, Grammar, Punctuation, Layout trends• “$1,000” - comma separator for 3 decimals and above• Refer to existing style guide document as provided by Car Next Door

CONTENT STRATEGYANALYSIS

Page Section Importance Title Text Alt Title Alt Text Media Links

For Borrowers THE NITTY GRITTY 1What happens if I damage the car?

When you borrow a car through Car Next Door, you’re protected by our comprehensive insurance policy. Like with a rental car, you can choose to reduce the amount that you would be responsible for paying in the event of damage to the car, from the standard $2,000 down to $500.

Zendesk Damage Cover 3

Do I need my own insurance to borrow a Car Next Door vehicle?

Nope! How good is that? As a member, Car Next Door provides you with first class comprehensive damage coverage underwritten by a major international insurer approved by Australian Prudential & Regulation Authority (APRA).

Zendesk Damage CoverHow does damage cover work?

During your reservation, Car Next Door protects you with our comprehensive damage coverage. This means you don’t need your own insurance – cha-ching savings! Should you be involved in an accident, and you are not in breach of your agreement, you’ll only be liable for your chosen excess. You'll need to report this damage to us straight away.

For Borrowers THE NITTY GRITTY 1How do I get the keys?

The keys to the car are stored in an electronic keysafe on the outside of the car. We love this little thing so much, we call it Fred. You’ll get a code to open Fred and get the key. When you’re finished driving, just put it back as you found it. Where are the keys?

In all Car Next Door Vehicles, car keys are located in the lockbox and accessed via PIN entry. See this article on how to use the Fred, The LockBoxer.

ZendeskBooking a Reservation 1

How do I reserve a car?

There are three simple ways to make an instant reservation:

Right here on our website. Just login using the blue button on the top right corner and go from there.With your iPhone, Android or other smartphone using our mobile site - https://m.carnextdoor.com.au/Call us and we'll find you a car ($2 Call Centre charge applies): 02 8035 8000

For Borrowers THE NITTY GRITTY 1 How do tolls work?All of the cars are fitted with eTags. If you drive on any toll roads during your booking, the amount of the toll will be charged to your credit card at the end of the month. There are no nasty surcharges from us! How Do I Get The Keys?

Zendesk

The Most Frequently Asked Borrower Questions

Do the cars have tolling devices (e.g. e-TAGs) and can I use them?

Yes, all cars have tolling devices installed and you are free to drive through any tolls. You will be billed for any tolls at cost price at the end of the month with no nasty surcharges from us!

Zendesk


Tolls - Can I get a refund via the M5 Cashback Scheme?

Unfortunately, we are not able to participate in this scheme. From the RMS Website:

EligibilityTo participate in Cashback you need to open an electronic tolling account, register for Cashback and pay your M5 tolls using an electronic tag.You can only claim Cashback if:

You are a NSW resident.Your vehicle is registered in NSW for private, pensioner or charitable use. Trips made using government or business registered vehicles (including vehicles provided as part of a salary package), leased vehicles, rented vehicles, smash repair courtesy vehicles, car dealership loan vehicles, interstate registered vehicles or any other vehicle where business usage is shown on the registration papers, for example 'business general' or 'primary producer' are ineligible.You have registered for M5 Cashback with your tolling provider.You have paid M5 tolls using a NSW issued electronic tag.You have submitted your claim within twelve months of the close of the Cashback quarter. Claims received more than 12 months after the close of each quarter will not be accepted.Your eligibility for a Cashback rebate starts from the first day of the month in which you register for Cashback. M5 tolls paid before the date you register will not be refunded.We are ineligible on two counts.

Our eTags are issued by a Victorian organisation.A requirement for participating in Car Next Door is that all NSW vehicles are registered as Business Use. This is to ensure the car has adequate CTP cover. Cars registered as Business Use are not eligible for this scheme.

For Borrowers THE NITTY GRITTY 2

Can I share the driving with a partner or a friend during the booking?

Only if they are a Car Next Door member. If you want to share the driving, then your friend or partner can join Car Next Door for free.

In the event of damage or an at-fault accident, the person who booked is responsible for the Damage Cover Liability (DCL) cost, regardless of who was driving when the accient occurred. The DCL amount will also be based on the Rate Plan of the person that booked.

Can I share the driving with my friend or partner on a long drive?

No. Only Car Next Door members can drive the cars, so unless they sign up to Car Next Door, it looks like your mate is going to be navigator.

There is an easy solution though! To keep your options open, have them sign up for free! As long as they are a member of Car Next Door, & have been through the same checks & measures as you have, once approved they will also be able to drive the car even if its under your booking. And vice versa.

Can I share the driving with my friend or partner

Zendesk

Can I share the driving with my friend or partner on long drives?

Only APPROVED Car Next Door members are insured to drive any of the Car Next Door vehicles. If you have a friend or partner that you'd like to share the driving with, then simply get them to Join for Free through our website. Then they can drive the car, even though the trip is booked under your name.

If the booking is in your name, then in the event of damage or an at-fault accident, you are responsible for the Damage Cover Liability (DCL) amount regardless of who is driving, and the DCL amount will be based on which ever Rate Plan the person that booked is on.

E.g. Bert is a Heavyweight member & therefore has a permanent DCL reduction of $500 for all trips taken for just $19 p/mth. His wife, Margaret, is a Featherweight member, as she only drives occasionally, and her DCL is $2,000. They go on a long trip together, booked under Bert's Member ID & have a minor prang when Margaret is driving where she is at fault. Bert is liable for the DCL, which is only $500.

Note, if the driver is 21-25yrs old, then the 21-25yr old DCL amounts will apply.

For Borrowers THE NITTY GRITTY 1How does petrol work?

You’ll pay 33c for each kilometre you drive. This covers both fuel and wear and tear on the vehicle. If you need to fill up during your booking, you can use the fuel card (it’s in the glove box) to pay for fuel. Just make sure there’s at least a quarter tank of fuel in the car when you drop it home, so that the next person who drives the car isn’t stuck.

If you need to fill up at a petrol station that does not accept our fuel card, you can send us the receipt to be reimbursed [to be confirmed].

You will be Credited $2 Driving Credit for filling up the car.How does the petrol / fuel work?

Regardless of which car is used, the Borrower will be charged 33c per km that they travel which covers fuel.

A Borrower is responsible for refuelling the car if the tank reaches ¼ full (otherwise fines apply). They can do so by using the fuel card located in the glove box, which can be used most major petrol stations. The Owner pays for these fuel card charges, and are compensated by the 33c per km paid by the Borrower.

The PIN number for the card is available on their booking confirmation email (or in My Trips on the Car Next Door mobile site)

Zendesk


Who is responsible for putting fuel in the car?

It is a requirement that you fill up the car any time the tank is below a quarter of a tank full. But you don’t need to pay. You will find a fuel card in the glove box with the member handbook. You will need to take this card, and photo ID to the counter and they will take note of the car number-plate to make sure that you are filling up the right vehicle. You will be Credited $2 Driving Credit for the trouble.

Zendesk Taking a Trip How do I buy fuel?

There is a fuel card included in all Car Next Door vehicles. You’ll find it in the glove box. You will need to take this card, and photo id to the counter and they will take note of the car number plate to make sure that you are filling up the right vehicle. When you make your booking, the booking confirmation will include the PIN for the fuel card, which you will need when you fill-er-up. You will be Credited $2 Driving Credit for the trouble.

For Borrowers THE NITTY GRITTY 2 How do I pay?At the end of your booking we automatically tally up how far you’ve driven and how long you’ve had the car for, and charge the credit or debit card on file. We’ll email you an invoice each month.

For Borrowers THE NITTY GRITTY 1 Where are the cars?Car Next Door is expanding into new suburbs of Melbourne and Sydney every week. If we aren’t in your suburb or city yet, then show your interest by signing up to help us get to you faster. Find a car

For Borrowers THE NITTY GRITTY 2How long can I book a car for? Your reservation can be as short as half an hour, and increase in increments of 15 mins for up to 60 days.

For Borrowers THE NITTY GRITTY 3Do I need to have a smartphone?

Having a smartphone is highly recommended as it makes booking, finding and accessing the cars ridiculously simple. However you can still use the service if you don’t have one.

Do I need an iPhone or smartphone to use Car Next Door?

You don't, but accessing the mobile site makes your booking even simpler!

You can book online and make a reservation at carnextdoor.com.au. However, having a smartphone makes it really easy to find the car you’ve booked when you’re out on the go (through our mobile site - m.carnextdoor.com.au). If you don’t have a smartphone make sure you check the exact location of the car online before you get there.

Having a fully charged mobile phone before each trip is essential. When hiring a vehicle you'll need it to end your reservation via SMS, or via the "End Now" button on the mobile site. The Car Next Door Crew are also available to help so having a phone to call them is useful. Heading off on your journey without a phone, or a phone with 2% battery left, could be inconvenient for you. Mobile site (Dead link)

ZendeskEncountering the Unexpected

What happens if my phone has no charge and I need to manage my reservation?

It is always a good idea to ensure you have a fully charged mobile phone before you start your Car Next Door journey. If you don't, you may need to find access to a phone to call us if you need assistance - 02 8035 8000.

You'll need your mobile phone to:

- access the location of the car at the start of your reservation (via the mobile site, or via SMS)

- access the PIN to open Fred The LockBoxer via the mobile site, or via SMS and access the PIN to ensure he is locked at the end of your journey

- end the reservation for vehicles fitted with Fred The LockBoxer (via the mobile site or SMS)

- call us if you need help with any of the above! ( 02 8035 8000)

For Borrowers THE NITTY GRITTY

WHAT IF I GET A SPEEDING OR PARKING FINE?

In the unlikely event you get a speeding ticket or parking fine, it’s best to pay it straight away. If the car owner gets a ticket that a borrower is responsible for, we forward it to the borrower to arrange payment. Because there’s hassle and paperwork involved for the owner and us, we charge the borrower $40 admin fee in addition to the fine.

What happens if I get a parking/speeding/other ticket?

Um, you’re gonna have to pay for that.

If you get a speeding ticket or parking fine, then pay it straight away. If it gets forwarded to the Owner, then to us, then we’ve got to work out who was driving that car at that time and call you up and you know, it’s a lot of effort…. If we need to do this we will charge an admin fee to process your ticket.

Obviously this admin fee won’t apply for a violation where you didn’t know you had been stung, (speeding/red light camera for example) but you are still gonna have to pay the fine!


CAN I BRING MY PETS ALONG FOR THE RIDE?

Some cars are “pet friendly” and allow your furry friends to travel within a suitable pet carrier (you’ll need to bring your own). Can I take my pet in the car?

Some cars are “pet friendly” and allow your animal to travel within a suitable pet carrier that you supply. You should check this prior to making the booking and make sure the vehicle is left in the the state you found it. If a car is not pet-friendly, you will not be able to take your animal friend.


THE 11 GOLDEN RULES OF BORROWING YOUR NEIGHBOUR’S CAR

Neighbour-to-neighbour sharing works because our members treat each other, and each others’ cars, with kindness and respect. Read these 11 Golden Rules before you drive.

is-it-for-you/rent-my-car/11 golden rules

For Borrowers THE NITTY GRITTY LOOKING FOR MORE INFO?

Check out our FAQ’sGive us a CallEmail us faq / email / call

Zendesk

The Most Frequently Asked Borrower Questions 3

Can international Borrowers rent cars through Car Next Door?

All Borrowers that are Temporary Residents (i.e. do not have Permanent Residency or Citizenship) are required to take a photo or scan of their drivers licence (international or Australian is accepted) and passport, and authorise Car Next Door to take a $500 refundable deposit for the term of their membership. This can be fully refunded when the Borrower either ends their membership (refund is processed 32 days after last booking) or sends us evidence of Permanent Residency.

WHY? Because we can't do our normal checks and measures on Temporary Residents, and as we are in the business of lending out real peoples cars, it is important that the Car Owner is protected in all circumstances. We're sure you understand!


How Can I Change my Rate Plan?

Head to this page: "Borrowers-Rate Plan Change Request" and fill out the form!

If you are moving up in rate plan, changes take effect in the current month, within 2 business days after this request is received.If you are moving down in rate plan, changes take effect in the next calendar month after this request is received, and will not affect any current bookings in the current month.You can move up a weight division anytime.You can move down a weight division once per year free of charge. Each subsequent move will incur a $20 fee.The full detail on the rates & plans are on our For Borrowers page

CONTENT AUDITANALYSIS

Text is the primary media type on Car Next Door’s web site, and plays an essential role in communicating core business values, and informing and converting new customers.

A systematic review of the existing site content was performed to create a content audit. Simple tools such as Find and Replace facilitated the quick reviewing and clean-up of content. The spreadsheet will be passed back to the client for final review and to allow live content to be updated.

Content tasks:

Axure’s Repeater data structures were utilised to house the bulk of the content in the prototype. The repeaters allowed for immediate updating of data in the prototype from the audit between test sessions.

Multiple spelling corrections rectified.

Content categorised and rated by importance.

Gap analysis based on research and feedback.

Duplicate content identified and marked for deletion.

Lengthy, outdated or poorly worded content marked for client review.

Correction of content issues detected during usability tests.

Terminology and punctuation standardised en masse in line with content strategy.

BORROWER STORY

1 Dave finds his ideal wardrobe at a local garage sale. Desperate not to loose a bargain he purchases it on the spot.

2 Realising the wardrobe is quite heavy, Dave looks for a way to transport the wardrobe home. He decides a van would be the easiest method. 3 Dave searches on the internet and discovers

the carnextdoor.com.au website. He discovers a nearby van, signs up and books the van.

4 Dave uses the Car Next Door application to help him locate the van. The key is stored in a secure box on the side of the vehicle.

5 Dave drives the van to the garage sale and the garage sale owner helps him load the wardrobe to the van.

6 Dave drives the van home.

7 When arriving at home, Dave’s housemate helps him unload the wardrobe from the van. The app reminds him to return the van.

8 Dave returns the van to where it lives. The app reminds him to replace the key back into the secure box. Dave walks back to his house.

OWNER STORY

1 Wendy and James purchased a second car but found that it is seldom used. The running costs for both the cars are stacking up.

2 After being told about carnextdoor.com.au, Wendy signs up online to earn money from her vehicle while it is not being used.

3 Wendy completes the sign-up process, has the lock box fitted, and markets the car using posters in the nearby streets.

4 Meanwhile... Borris is in need of the car for a day out at Palm Beach with his friends. He sees Wendy and James’ car is nearby and books it.

5 Wendy is alerted that the car has been rented by Borris. Borris and his friends collect the car.

6 Borris begins his beach extravaganza with his friends.

7 After a successful day at the beach, Borris ensures the car is full of petrol and free of sand before returning it to Wendy and James. 8 Back at Wendy and James’ house,

Borris drops off the car and replaces the key in the lock box. Wendy and James review their new earnings.

USER FLOWANALYSIS The user flow is divided by the two main types of customers:

borrowers and owners.

While the owner flow is most relevant for the problem statement, the borrowers flow has been mapped for analysis, because the borrower and owner sign-up processes share many features.

The happy paths are based on first time users wanting to immediately borrow or share a car. However, it is expected that in practice most customers will spend several minutes reading other pages to answer their queries before signing-up.

The owner sign-up process requests contact details up-front - so if it’s aborted, the customer

can be contacted by the sales team.

CARD SORT

Participants were also asked what they would expect to find on the home page.

Their layouts affirmed the key actions for the site, what features should be available on the home page, and where users expected to find certain features (such as log-in and sign-up).

A further set of participants were asked to group the FAQ questions separately. The groups were used to confirm category names used in the support section of the current site, and to introduce them to the main site.

ANALYSIS

HOME PAGE FAQ CATEGORIES

Card

nam

e

Card

no

Abou

t Us

Borr

ower

s

FAQ

Help

Intr

oduc

tion

Key

Actio

ns

Loca

tions

of S

ervi

ce

Med

ia

My

Acco

unt

My

Acco

unt

(com

mon

)

Ow

ners

Sub

Actio

ns

About us 1 80% 20%Blog 2 40% 40% 20%

Borrow a car 3 50% 33% 17%Borrow a van 4 50% 33% 17%

Change my password 5 100%Contact us 6 80% 20%

Environmental information 7 20% 60% 20%Extend my booking 8 50% 38% 13%

Fees and charges 9 33% 50% 17%Find out how insurance works 10 20% 60% 20%

Find out if cars are available in my area 12 50% 33% 17%How can I make sure my car is available when I want it 13 17% 50% 17% 17%

How does fuel work? 14 33% 50% 17%How much money could my car earn? 15 50% 17% 33%

I cannot get into the car 16 43% 29% 29%I have broken down 17 43% 29% 29%

I have damaged a vehicle 18 43% 29% 29%I have had an accident 19 43% 29% 29%

Invite friends 20 40% 20% 40%Journey history 21 29% 43% 29%

Log-in 22 20% 40% 40%Lost property claim 23 38% 13% 38% 13%

Manage my account 24 100%Newsletter sign-up 25 60% 20% 20%

Press coverage 26 60% 40%Read FAQ 27 40% 40% 20%

Request to extend the service to my area 28 14% 14% 14% 14% 29% 14%See when (how often) my car been used 29 43% 57%

Share my car for others to drive 30 14% 14% 14% 14% 43%Sign-up for news and alerts 31 60% 40%

Sign-up 32 20% 20% 20% 40%Social media pages (Facebook/Twitter) 33 60% 40%

Testamonials 34 40% 20% 40%The car has a problem 35 20% 40% 20% 20%

There is damage to my vehicle 36 29% 29% 43%There is lost property in my car 37 29% 29% 43%

Update my address 38 100%When someone borrows my car, how do I get the key? 39 50% 17% 33%

Where is my car? 40 38% 13% 50%Who has borrowed my car 41 38% 13% 50%

Map (user created) 42 100%

The initial card sort helped develop a user friendly information architecture and top level navigation.

Some minor changes were made to the card names between participants. In particular, removing phrases such as “Find out...” Prevented participants from grouping similarly named cards without proper analysis. Some participants had trouble grouping some cards, such as “Share my car for others to drive” and “Request to extend service to my area”.

A similarity matrix was performed on the results to confirm the patterns spotted during the sorting exercises.

carnextdoor.com.au

Borrow a car

BorrowingHow it works

Search by area

Browse map

Refine by vehicle type

Refine by transmission

Refine byvehicle price

Refine by dateView car detailsBorrow car

Sign-up as borrower

Extend the service to my area

Testimonials

Share my car

SharingHow it works

Earningscalculator

Sign-up asowner

TestimonialsSubtopic 4

Plans and pricing

Borrower

PlansDamageliability

Owner

Earningsinfo

Earningscalculator

FAQ

Borrower

Search FAQGetting started

InsurancePricing and payments

ParkingOn the road

Encounteringthe unexpectedDocumentation

Get help (If logged-in)

Owner

Search FAQGetting startedInsurancePricing and incomeOn the roadEncounteringthe unexpectedDocumentation

Get help (If logged-in)

Sign-up

Sign-up as borrower

Sign-up as owner

Help

Borrower

Extend mybookingWhere is the car?

I cannot get into the car

The car has a problem

I have damaged the car

I've had an accident

I've left something in a car

Owner

Extend mybooking

My car has been damagedWhere is my car?

There is lost property in my car

My account

Log-in

Forgot password

Extend my bookingMy journeys

View current journeyView past journeys

My cars

Add new car

Manage caravailability

Edit car profileView car history

My details

My password

My address

Invite friendsLog-out

About us

About usJobsContact us

EmailPhone

Extend serviceto my area

Sign-up for the newsletter

Invite friendsMedia

BlogPress coverageSocial media

Environmental information

Key

Search field Map Date entry Video Options checklist Text field Form Interactive slider

IA/NAVIGATIONANALYSIS

This IA represents the structure of content, plus suggested top and sub level navigation.

The FAQ questions are not shown for simplicity, only the hierarchy of categories.

Sections aimed towards existing customers, such as My account and Help, are not likely to be implemented in the prototype as the project is concerned with converting new owners.

DESIGNThe paper designs were first reproduced in Balsamiq and basic A/B testing was performed.

The project quickly outgrew the capabilities of Balsamiq, and high fidelity prototypes were produced in Axure. These could quickly and easily demonstrate validation, pop-ups and interactive elements.

EVOLUTIONHome

Sign-up

Calculator

WIREFRAME Paper HI-FI AxureLOW-FI Balsamiq

DESIGN RATIONALEDESIGN

HOME PAGE

FORMS

With the intent on keeping the home page uncluttered, a simple home page prototype was built with just the key actions identified during card sorts. The key actions for borrowers and owners are arranged in a tabbed interface, which was well received as a low fidelity prototype. All other information previously on the home page was moved to new page, called How it works.

Testing was performed early and users appeared to understand the purpose of the website, and were able to perform basic navigation without any issues, so no alternative design has been tested yet. The blue and pink colour scheme has been used throughout to represent borrowers and owners.

A basic earnings calculator was provided on the Share your car tab. Although this did not meet goal of recording details early, it provides functionality that users expect without having to part with personal information.

The owner sign-up process was originally split into two discrete parts, to reduce the initial input down to precisely what Car Next Door needed to assess owner eligibility. This process was tested as a low fidelity prototype and was found to be confusing - participants did not understand there was a second part to the sign-up.

The owner sign-up process was rebuilt as a single 5-step process. To protect against leakage, data is collected in order of importance to the approval process. If customers decide leave the sign-up process, the sales team should have sufficient data to assess the customer and decide if a follow-up is required.

In addition to providing friendly mistake handling and a clear progress indicator, customers can find out what they need to complete the sign-up, save their progress at any time. Customers whose age is identified as below 21 will be presented with a notification that they are too young, and the site will offer to remind them when they are eligible.

Display sign-up progressPause sign-up process

Explain sign-up steps

Record potential customer details early

Record potential customer details early

Simplify earnings calculator

Notify non-eligible users when they become eligible to use the service

DESIGN RATIONALEDESIGN

CALCULATOR

FAQ / CONTENT STRATEGY

A detailed version of the home page earnings calculator was provided for customers wanting detailed calculations on their earnings. This calculator also does not support the business goal of recording customer details first, but again is in line with usability feedback.

To simplify the calculator some input fields have been removed (such as car brand), and interactive sliders have been used for numerical input such as availability. These UI elements make interaction more fun and help promote exploration of the tool and potentially other pages on the site too.

The content audit revealed that many of the queries that users could not find the answer to, had in fact been answered in the FAQ section, and just could not be located. This is because the FAQ questions are split between the main site and the support site, carnextdoor.zendesk.com. Users often gave up before discovering the support site or were put off buy its difference in appearance from the main web site.

The new FAQ section contains an updated database of relevant questions in a single, searchable, categorised location. Users can search across all categories at once, or browse the questions.

The prototype FAQ page is basic, but has performed well in usability tests because the organisation of the content has been much improved.

Record potential customer details earlySimplify earnings calculator




Income tax help



DEMONSTRATIONAxure

http://mur2rl.axshare.comPassword: cnd101

TEST AND ITERATEUsability testing was performed on both the low-fi and hi-fi prototypes throughout their development.

Tests were performed in the users home where possible, with a mix of directed and exploratory tasks.

Test metrics were kept simple: determine if the users is correctly understanding the product, and if they can answer the questions in a relaxed and timely fashion.

“Tell me about this website.”

“What would you need to know before sharing your car on the service? Please now find the answer to your questions.”

“You are 23 years old and are looking to borrow a car. Find out how much the excess would be if you damaged the car.”

“You would like to join Car Next Door. Please sign-up.”

“You have a car that is not being used regularly and you would like share it on Car Next Door. Your car is a 2012 Toyota Yarris. Find out how much you could earn.”

ITERATION

ITERATION

ITERATION

ITERATION“Do I not need to put where my drivers license is from?”

“Should there be another box for setting the to and from date?”

“Why do they need to know this?”

“How are they storing this information?”

Keep those users on that happy path!FORMS

TEST AND ITERATE Discrete hints placed in close proximity to an IA element helped answer participants queries so they could stay on track.

ITERATION

“Because there is nothing in there does it mean that you can’t reduce the damage?”

“I thought this was all one big table.”

“I get the daily rate plus the charge per km; is that what it is?”

“Why don’t they put membership there, that would be useful.”

TABLESTEST AND ITERATE

ITERATION

ITERATION

The damage cover liability table was moved in line with the borrower plans in an attempt to keep things simple. The new layout confused some participants, so the table was changed back to a pop-up window. Further testing of these components is essential.

Even small changes made a big difference to the in the understanding of how participants interpreted tables and data. Several users did not recognise the table was listing membership plans, and that the per km charge was in addition to daily rates.

“It says I am better off; is that how much money I will make?”

“Earnings calculator makes me just think of earnings.”

“Is my membership fee included in that?”

“Perhaps it should say there that we cover your insurance?”

“It does not break it down into days, weeks, months etc.”

CALCULATORTEST

ITERATION 1 ITERATION 2 ITERATION 3

Multiple versions if the earnings calculator were produced. Most participants preferred Iteration 3, however some welcomed the comparison between their existing insurance and the Car Next Door membership fee. Almost all users did not realise they could cancel their insurance at some stage, or did not take it into account when calculating earnings.

This feature of the web site will need to undergo further testing.

SUMMARYUSER AND BUSINESS GOALSThe user and business goals have been considered throughout all phases of the study, and usability testing is showing a positive move towards meeting some of the goals. However, even the recent usability tests are showing some issues remain, so further testing is required.

WHAT HAVE WE LEARNED?Test, test and test againEvery usability session provided new and interesting insights that, with testing, could further improve the experience offered by the product.

If it ain’t broke, don’t fix it!Some elements (in particular tables) designed differently to the original in an attempt to improve their experience. They had not previously been identified as a pain point in previous research. Usability testing revealed issues with some of these new designs, and consequently they were modified to match original and had more success.

WHAT NEXT?More testing!Components such as the calculator need additional work to ensure they are understood enjoyable to use by all user types. In addition, there are several pending content updates that need through testing, such as the terminology wording for “damage cover” that may be ambiguous. Accessibility testing should also be covered.

Mobile siteThe importance of designing for mobile cannot be underestimated. Existing customer research showed that most customers use their mobile phone or tablet device to browse the internet at least some of the time. Car Next Door’s site is responsive, but its effectiveness was not measured. While the new form designs could be converted to mobile with relative ease, tables and calculators will need to be re-designed for each platform or the experience of these components will suffer or fail.

Review the post-approval on-boarding processOne pain point for many users was the post-approval on-boarding process (the steps you take to ready your car for sharing). Owners found this confusing and convoluted. Although new owners will not discover the on-boarding process until after successfully converting, making improvements in all areas will help provide positive experience that owners and borrowers are more likely to share with others.

THANK YOU

Date post:	08-Aug-2015
Category:	Design
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