Creating a mobile application through design thinking

Customer story: Bip and Go

Innovating on the mobility apps market

Bip and Go, subsidiary of Sanef group, sells subscriptions for the highway toll system Liber t. This offer gives drivers simple and quick access to the system. Bip and Go wants to enlarge their offer while allowing customers to simply access their account through a mobile app. Furthermore, the marketing direction envisions drivers' expectations and needs about mobility in a broader way.
Bip and Go aims to invest more widely the market, with new services for its current customers and also opening up to new targets.
The Bip and Go team is convinced that existing mobility apps are not fully covering customers' needs and asks for a better market understanding.

Customer story: our UX research experts worked with Bip and Go teams to launch a new application through a customized design thinking method.

Research goals to launch the mobile app

Understand users and their needs about mobility as broadly as possible while identifying precisely the different clusters of customers.
Define the core target and create a MVP - or Minimum Viable Product - relevant with pre-identified expectations and needs.
Deliver a beta version with an optimized user experience, meeting customers needs.

A design thinking approach

Our answer comes within the scope of a typical process of design thinking, with a combination of converging and diverging steps.

Phase 1: User interviews, conducted face-to-face and remotely

Sample: 8 users

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Phase 2: Quantitative survey

Sample: 800 respondents representative of the French population

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Phase 3: Focus groups

Sample: 19 users divided in 2 groups in Reims and Lille

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Phase 4: Remote user testing the prototype

Sample: 20 users from 25 to 54

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User centric deliverables

The project extended over several months through a real joint effort between Ferpection, Bip and Go, and its development agency. Each method allowed to answer a specific question, while being based on results of the previous steps: why, who and how.

Discover: face-to-face and remote user interviews

Exploratory interviews allow to better understand users, their habits, needs and frustrations.

Deliverables

One to one interviews allowed 5 profiles to suface with specific needs, in order to focus on the customer knowledge during the design thinking process.

5 profiles that emerged during interviews

Define: Quantitative survey

The quantitative approach allowed to qualify each profile with more precision, checking its relevance and potential, and finally its interest for the new offer.

Analysis of the results

The 5 pre-identified profiles were confirmed and turned into personae with each their precise characteristics, travel behaviours and expectations against the mobile application conceived by Bip and Go.

Prioritization workshop

Following the personae definition, this converging phase allowed to identify main painpoints for which Bip and Go could bring a reliable answer.

Develop: Focus groups

With focus groups, we could extend the design thinking method to co-create with users the MVP of a mobile application they would really use it.

Deliverables: executive summary and features for the MVP

Summary note of all topics discussed during the focus groups.
Prioritization of the features for the prioritized personae.

Future users create themselves their solution with features that are essentials to them.

The remote user test came to positive feedback and confirmed that the design thinking process was useful

Deliver: Remote user test with the prototype

We conducted a first user test with the prototype of the app. This step was essential to check the mobile application still meets the identified expectations. Given the previous steps and the fact that Bip and Go has focused on users since the beginning of the project, the prototype was really appreciated. However, there were some optimization points, such as the way information was presented and app personalization.

Deliverables: analysis including strengths, weaknesses and UX recommendations

Analysis of verbatims coming from the remote user test, classified by steps and UX issues.
UX recommendations. With the results, our UX researchers could build personalized UX recommendations for the developement agency, who could in turn rework on and finalize the prototype.

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Bip and Go testimony about their experience with Ferpection Design Thinking

"The design thinking approach suggested by Ferpection helped us understand our targets for the launch of the application, and to focus on the target with the most inteesting potential. We could also define precise personae and prioritize features to stand out from competition like Waze. I am truly amazed with their execution: the understanding our challenges, their overall methodology, their reactivity, the precise presentation of the results, the clear documentation. Ferpection didn't produce a superficial research. They came to us with tangible assets securing the launch of our mobile application."

- Bryan Body, Product Lead Bip&Go

Creating a mobile application through design thinking

Customer story: Bip and Go

Research goals to launch the mobile app

Understand users and their needs about mobility as broadly as possible while identifying precisely the different clusters of customers.

Define the core target and create a MVP - or Minimum Viable Product - relevant with pre-identified expectations and needs.

Deliver a beta version with an optimized user experience, meeting customers needs.