UX STRATEGY + UX DESIGN

miRide Ecosystem: Proprietary Native Apps, Dashboard + Booking Platform

Project Overview

miRide is an on-demand luxury vehicle service currently available in the southern Florida region. Before its on-demand service was made available, miRide serviced high-end clientele including celebrities, professional athletes and socialites. When the on-demand market exploded miRide saw an opportunity to make available its luxury vehicle service to anyone with a phone.

I was brought on as the principle UX Strategist and UX Designer to work directly with miRide’s Partner/Product Owner and CTO across the entire miRide ecosystem. With a legacy database as the central nervous system, we sought to methodically transform existing and create new systems to support administrators, concierges, end users (riders) and drivers. Utilizing a lean product development methodology, we worked in short sprints to pump out MVPs while continually meeting with end users to gain ethnographic insights, feature input and product design feedback.

Note: The sharing of visual assets/wireframes are kept to a minimum so as to protect my client’s proprietary platforms.


miRide Ecosystem

The miRide ecosystem is comprised of more than five platforms used by nearly a dozen user segments, supporting many more use cases. Though each platform has its own distinct purpose, user groups and features, optimizations and new features had to be created holistically in order work harmoniously. This required extensive planning and mapping with regards to building out user profiles, use case scenarios and journey maps to determine feature sets, task sequencing and experience design.

 
mr-eco.jpeg
 
 

Admin Dashboard: Starting at the Middle

The Admin Dashboard is the nervous system for miRide. All profiles (delegates, riders, vehicles and chauffeurs), dispatch info, accounting and reporting is managed here—not only by Coastal Car Worldwide, but by organizations who license the miRide software. For Coastal, who owns the fleet, the Admin Dashboard is used to manage all accounts, vehicles, chauffeurs and rider profiles. For licensees, it is to be used to create Delegates (who manage rides for customers), manage end users, manage sales and run reports.

My heuristic assessment of the existing platform revealed that the key user paths were unclear, the relationships between accounts, delegates and riders were cumbersome and unmanageable, and the outdated UI made the content overwhelming and the CTAs indiscernible. The overarching UX strategy was to create connective tissue between the data and task requirements and create a user interface that is clean, scannable, intuitive and helpful.

 
Sample: Admin Portal Accounts default layout. (Old design vs. redesign wireframes)

Sample: Admin Portal Accounts default layout. (Old design vs. redesign wireframes)

 
 
Sample: Admin Portal New Account Step 2 layout. (Old design vs. redesign wireframes)

Sample: Admin Portal New Account Step 2 layout. (Old design vs. redesign wireframes)

 

miRide User App: Planning and Architecture

Uber and Lyft were already hot on the scene and, for the most part, had smooth user experiences. One of miRide’s key differentiator was the ability to schedule a ride in advance (a feature that Uber and Lyft did not offer at the time), which presented its own set of unique challenges. In order to design the right experience for the end user, driver and delegate, we mapped all possible scenarios and identified all points of data needed to ensure the smoothest real-time experience as possible. Key considerations included seamless communication between customer and driver, what to do when an airport customer’s flight is delayed, what happens when a ride is booked for someone else (like a concierge at a hotel booking a ride for a client) and how to convert that client to a miRide customer. miRide also allowed customers to book a luxury vehicle and chauffeur for a specific amount of time and request add-ons such as car seats and the daily newspaper.


miRide App Use Case Scenario: Airport Drop-off

Airport pickups and drop-offs are common scenarios for miRide customers. While drop-offs are fairly straightforward, pickup scenarios are more complex and challenges may arise for scheduled rides: flights might be delayed, customers may get caught in customs or at the baggage claim, and customers might need add-ons such as car seats or pet accommodations. Two features we incorporated into the experience are flight lookup (using a 3rd party API) and add-on options.

 
Scheduled Airport Drop-off Flow (part 1/3): User inputs drop-off location, changes vehicle (price updates in real-time) and selects date/time.

Scheduled Airport Drop-off Flow (part 1/3): User inputs drop-off location, changes vehicle (price updates in real-time) and selects date/time.

 
 
Scheduled Airport Drop-off Flow (part 2/3): Because user is going to an airport, they are prompted to enter flight information for accurate pickup/drop-off time (required for pickup, optional for drop-off). For convenience, users can search for flight, which triggers an API call to display all flights departing from the respective airport within four hours of the designated drop-off time. User selects their flight—a pickup time adjustment option is presented if the pickup time is outside of a 2-hour window.

Scheduled Airport Drop-off Flow (part 2/3): Because user is going to an airport, they are prompted to enter flight information for accurate pickup/drop-off time (required for pickup, optional for drop-off). For convenience, users can search for flight, which triggers an API call to display all flights departing from the respective airport within four hours of the designated drop-off time. User selects their flight—a pickup time adjustment option is presented if the pickup time is outside of a 2-hour window.

 
 
Scheduled Airport Drop-off Flow (part 3/3): Once flight info is entered, user is taken to the summary screen where they can adjust info, add services or provide notes to the driver. User adds pet accommodation and requests an infant carseat, which adjusts the price, displayed on the final summary screen.

Scheduled Airport Drop-off Flow (part 3/3): Once flight info is entered, user is taken to the summary screen where they can adjust info, add services or provide notes to the driver. User adds pet accommodation and requests an infant carseat, which adjusts the price, displayed on the final summary screen.

 

miRide App Use Case Scenario: Hourly Ride

Hourly rides are a great option for those who want to spend a night out on the town without worrying about a ride or needing to get a different car for multiple stops. We designed a way for users to select the right vehicle by displaying passenger and luggage capacity and the minimum number of hours required (which differs, depending on the vehicle) for hourly reservations.

 
Hourly Reservation Flow (part 1/3): User enters pickup and drop-off locations, selects vehicle, chooses date and time and is taken to the summary screen.

Hourly Reservation Flow (part 1/3): User enters pickup and drop-off locations, selects vehicle, chooses date and time and is taken to the summary screen.

 
 
Hourly Reservation Flow (part 2/3): User selects the hourly option, which triggers a picker for the number of hours (displaying the minimum number of hours for the selected vehicle). Once selected, the price updates in real-time. User then taps on the vehicle selector (which displays the passenger and luggage capacity) and reviews other options.

Hourly Reservation Flow (part 2/3): User selects the hourly option, which triggers a picker for the number of hours (displaying the minimum number of hours for the selected vehicle). Once selected, the price updates in real-time. User then taps on the vehicle selector (which displays the passenger and luggage capacity) and reviews other options.

 
 
Hourly Reservation Flow (part 3/3): User selects a different vehicle, triggering the picker that displays the minimum number of hours for that vehicle’s reservation. User updates the number of hours and returns back to the summary screen, which contains the updated vehicle information and rate.

Hourly Reservation Flow (part 3/3): User selects a different vehicle, triggering the picker that displays the minimum number of hours for that vehicle’s reservation. User updates the number of hours and returns back to the summary screen, which contains the updated vehicle information and rate.

 

Final Thoughts

miRide is a study on building effective interconnected MVP platforms using through careful holistic planning, user-centric design principles—with the help of ongoing user testing, interviews and feedback queries—and lean methodologies. Usage has soared and miRide is proven to be a player in a highly competitive product because of its service differentiators and high brand standards.