IIT, Institute of Design, 2022
Class: Principles and Methods of User Research
Prof: Mark Micheli
Team: Yonghak Kim, Kevin Yamada, Pranjal Shah, Mayukhi Chacham, and Alexandra Zimm
Participation: Design Research & Analysis
“Must do when in Chicago!”
- Tripadvisor
“72 bikes / sq miles”
- World’s best class bike sharing network
(Ref: Citi Bike in NY: 40, Tokyo Bike: 38)
Key states & quotes
According to the survey result, Divvy's Customer Satisfaction rate is 3.5/5. However, while the annual subscription rate occupies 90% of total rides, it only contributes 35% of total revenue. It shows that the frequency of regular rides is lower than expected.
Thus, this research aims to figure out what the current experiences of Divvy users look like so that we can improve the overall user experience and heighten the frequency of usage.
How might we improve the customer satisfaction of Divvy while broadening the user spectrum and uplifting the profitability?
Our goal was to understand the current status's core problems, focusing not only on the riding experience but on the entire user journey using Divvy. Therefore, we utilized diverse research methods, including surveys, interviews, and field research, to figure out the underlying user needs that could not be found only by secondary research.
We positioned our core users into three different types, using Divvy at least annually. Our objective is to increase membership profits and induce annual users to subscribe to Divvy plans for the best benefit.
Divvy doesn’t support the entire journey
One typical example is In-app navigation. Users need other apps like Google Map to cover Divvy apps’ blind spots. At some parts of the customer journey, there are markedly unsatisfactory user experiences such as greasy handle, docking station malfunction etc.
“I use Divvy app just for undocking. Then I open Google Map to navigate. Reaching the destination”
User Journey Map
International riders are unfamiliar with local laws regarding bikes and road safety
International riders, like Chen, being new to Chicago and the United States in general may be unfamiliar with local laws and conventions, which can be a serious safety concern for them and other people on the road.
“I didn't know I cannot ride Divvy on the pedway.”
“I wasn’t sure where I can ride the bike in the downtown.”
They feel the bikes are not fit for their bodies
Some international and female riders have different physical proportions as compared with most caucassian males and find the bikes to be quite uncomfortable. This is exacerbated by the fact that users find bikes to be difficult to adjust.
“Sometimes the seat of the Divvy is too high [...] so to adjust the height of the seat is a little troublesome because it's so hard sometimes.”
New residents have difficulties enrolling for the Divvy for Everyone program
The Divvy for Everyone (D4E) program requires applicants to submit documentation that they wouldn’t have if they had newly moved to Chicago or other circumstances, leading them to resort to using questionable methods to enroll.
“I had to send some documents which I didn’t even understand [...]. I had to wait for a while, get the documents, apply, get rejected and apply again to get approved.”
One-time customers are the most profitable group
Although subscribers make up 90% of Divvy users, they contribute only 35% of total revenue. Thus, users using Divvy infrequently not to merit a subscription are significant contributors to the revenue stream and the critical strategic group from the profitability standpoint.
One-time customers use Divvy majorly for leisure, as indicated by the peak density falling outside of regular commuting hours, and have longer ride durations than subscribers. Our survey data reinforces this, where 80% of single-ride Divvy users said they used it “for fun.”
As the conclusion of our research, we derived three directions for 'End-to-End Ride Experience' and 'Inclusive User Experience', respectively. These two aspects embody the solutions for the diverse user claims for current service and suggest future paths to improve Divvy's user perception as a more holistic and inclusive brand.
Make Divvy
Connected
Increase compatibility with other platforms, such as Google Maps, or enhance in-app navigation features to create a better-connected experience.
Make Divvy
Social
Extend Divvy service to social media platforms to increase Divvy's digital presence and ensure safety in contingency on the road.
Make Divvy
Informative
Add more features, such as weather-check, local information around the destination, and route recommendations to support the entire journey.
Make Divvy
Global
Provide the multi-language support available to non-English native users to expand the broader user spectrum.
Make Divvy
Assistive
Make the rides more assistive by giving information regarding the local ride rules for first-time users with a smoother sign-up process.
Make Divvy
Diverse
Provide more bike options for various user groups letting them choose the best option for their preference and body context.
