UX STRATEGY + UX DESIGN
miRide Ecosystem: Proprietary Native Apps, Dashboard + Booking Platform
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.
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.
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paths were unclear, the relationships between accounts, delegates and riders were cumbersome and unmanageable, and the outdated UI made the content overwhelming and the CTAs indiscernible.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.
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.
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.
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.