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🚜 Loxam - Mobile App Design

Loxam

Product DesignUx strategyDiscoveryFacilitationUx DesignUi DesignTestingSprintApplicationB2B
📌

Loxam is a French construction equipment rental company based in France with operations in Europe, North Africa, the Middle East and South America. The company's targeted trades are construction, heavy construction via general building contractors and road works.

In addition to the online customer area available since 2017, Loxam wanted to offer MyLoxam App (mobile) to allow the target "pro craftsman" to manage rentals online.

⏱️
Contract
1.5 month
🧑‍💻
Team
2 Squad Masters, 1 Stratégy Expert, 2 Prd, 1 Business Expert
📱
Product
Mobile
App
👨‍💼
Stakeholders (Customer)
1 MOA, 1 Digital and Marketing Director, 1 Digital Customer Experience Manager, 1 UI
⛳
Objectives
Build a user-centric e-commerce application for the B2B sector
📬
The missions
  • Validate the mobile application concept
  • Validate the interest of the functionalities, as well as the relevance of the user paths
  • Bring out and collect complementary needs and obstacles
  • Recommend the key paths and model them
    • Mission 1 : Understand

    Project planning

    🏃
    Sprint 1
    -     Kick Off
    - Recruitment of 18 to 24 users for the tests
    - Preparation of user tests
    - Realization of the mock-ups

    📦 Expected deliverables: 18 to 24 testers, maintenance guide, mock-ups, design system
    🏃
    Sprint 2
    - RITE test (test & modification of models)
    - Analysis & Recommendations

    📦 Expected deliverables: Synthesis & Recommendation ppt, mock-ups, design system
    🔎
    My Loxam app aimed to simplify the rental experience by offering its users:
    - Operating features (booking)
    - A dashboard providing a clear and global vision (Manage your contracts and rental machines)
    - A conversational platform (Interact with the agency)
    📒
    A specification with wireframes had already been created by the client and he wanted me to translate them into interactive mock-ups in order to evaluate the relevance of the end-users' experience.

    I first conducted an ergonomic audit of the interfaces and an analysis of the existing user path.

    Userflow

    Map the different paths of the solution by associating the different corresponding screens.

    Userflow of the MyLoxam App
    Userflow of the MyLoxam App
    ⚠️
    Problems detected :
    1. Several paths mentioned in the specifications did not appear in the wireframes delivered
    2. Several features were confusing
    3. Many inconsistencies were present in the sequence of paths
    ✅
    After this first analysis, I proposed a workshop with the client in order to help them define and prioritize the paths to be tested and to review the missing wireframes.
    Mission 2: Prioritize key features

    We prioritized together the features that should appear in v1 of the application during a workshop with the client.

    ✅
    At the end of this workshop, the following objectives had been achieved:
    - The list of key features to keep or add
    - An understanding of the various technical specifications of the product
    - The definition of the different user journeys to be tested
    - A list of wireframes to create or modify on the client side
    Mission 3: Prototyping

    Once all the paths were validated with the project manager, I was able to create a design system based on Loxam's graphic charter and to create interactive mock-ups using figma.

    V1 of the my loxam application
    V1 of the my loxam application
    Design System
    Design System
    Mission 4 : Test

    In order to meet loxam's objectives, I carried out test RITE during 1 week with different types of users. The tests were done remotely and in person depending on their availability. In order to evaluate the relevance of the solution we needed to evaluate it with users from the core target of Loxam.
    These users are field employees (site manager, craftsman, manager) belonging to small and medium-sized companies with between 10 and 100 employees, used to placing orders, spread over various geographical areas. We also needed a variety of user profiles:

  • 🤩  Ambassador user
  • 😗  Occasional user
  • 🧐  User accustomed to using the competitors' services
    • Test RITE

    3 sessions of tests were conducted during 1 week with one test per day every 2 days. Each test lasted 45min. The non-test days were design days where I worked with another designer in support to revise and adapt the prototype based on the results. This means we had 3 design days to iterate and refine the prototype for this RITE study.

    💡
    During our first test session we realized the limitations of taking notes on a word document. After discussing it with my partner, we finally opted for a transcription of the testers' insights on Miro, in order to annotate each comment of the testers below each screen. This change of tool allowed us to facilitate the note taking but also to optimize our working method when processing the results.
    Mission 5 : Analysis

    To carry out the analysis of the tests on Miro, I applied a tagging plan to identify the benchmarks, motivations, pain points and improvement options of each target. I presented the results obtained in the form of personae and at the same time proceeded to modify the models in order to stage the new paths.

    Users personae

    Definition of the personae according to the data collected during the test

    💡
    In addition to the collection of needs and usability tests, crucial information was collected on the habits of users such as the fact that the majority of them preferred to place orders by phone instead of using the current website and were obliged to go in person to a agency to register a payment account.
    ✅
    Different actions could be carried out thanks to the analysis:
    - Validation and invalidation of test hypotheses
    - Discovery of new features requested by users
    - Prioritization of key paths
    - Removal of paths and features that do not meet any need
    Mission 6: Presentation of results

    Potential users of the My LOXAM App are heterogeneous in terms of their appetite for using a mobile application, however, they all agreed that they were missing some services within their current journey.


    I prioritized the various issues as follows :

  • Number of times they are quoted during testing sessions
  • Value they can bring to users
  • Easy to carry out
    • Here you can consult the details of the synthesis
  • The younger generations have clearly expressed their appetite for using a mobile application to gain efficiency on certain tasks such as reservations, pick-ups and incidents, while specifying that they would willingly use a mobile application for their entire rental journey. This usage corresponds to their interaction habits.
  • The more established generations are initially resistant to the use of digital technology, as human relations with the salespeople in the branch (most often even personal) are central to their Loxam experience. These profiles remain in the majority for the moment.
  • Nevertheless, these generations are alerted to the fact that there is still a certain lack in their journey, such as booking or availability information when they are on the move and/or outside LOXAM agencies' opening hours. The registration of new prospects is also a problem because it is necessarily done in a physical agency.
  • The deployment of My Loxam App to its customers should allow LOXAM to address issues that have not been addressed until now and to prepare for the future by building loyalty among the younger generations.
  • For these reasons, we believe that the mobile application concept is relevant. It should focus on 2 key processes that are simple and bring the most value to the user, the registration and the product reservation

    • 2 key paths solving user problems have been selected: Registration in 2 minutes and reservation in 45 seconds in mobile.

    ✍️ Registration in 2 minutes

    📦 Booking in 45 seconds

    ✅
    Customer benefits 👷👨‍💼👨‍🔧
    - Reservation in mobility
    - Reduce the number of contacts in the booking process
    - Limit travel with 24/7 real time machine availability
    - Save time on your reservation thanks to the possibility of re-renting an item already ordered
    - Saves time in the 24/7 registration process
    - Benefit from personalized product suggestions based on my profile
    ✅
    Loxam employee benefits 👨‍💻
    - Reduction in the number of telephone calls (reservations, inquiries about availability and status of machines)
    - Time saving for sales teams thanks to autonomous prospect registration

    Key Results

    🚀
    A roadmap, mock-ups and a design system were delivered to the client so that the latter could proceed with in-house development.

    Outcomes

    Taking advantage of Loxam's database to meet the end users of the application was extremely valuable.
    Thanks to their feedback we were able to validate the mobile application concept with Loxam, identify new opportunities and propose a realistic mvp to achieve that meets real user needs.

    Process constraints

    With hindsight I realize that the RITE method should not be used to reduce the time spent on user research, it also makes it more difficult to evaluate the importance of a usability problem because of the limited number of participants between each iteration.

    Consequence: We were not able to evaluate all the pathways at each test because time forced us to reduce the scope of the evaluation, which skewed the final results. We should have either proposed to extend the time frame to do a research workshop and then a test intervention or chosen to do only research to propose more relevant recommendations afterwards.