Guiding Principles

We had 4 guiding principles that we developed through our user insights and business goals. The product had to be:

Instructive

We wanted to guide users throughout the entire journey through clarity to ensure that users understand:

> Rides are A to A, not A to B, which means that cars must be dropped off in the same pick-up neighborhood.

> Users can choose between two kinds of rides: flexible and plan. Flexible rides have no limit to how long they'll be using the car, paid by the hour. Planned rides are for day trips or more. 

Ultimately guide new users who have never used a car-sharing product, assuming that they don't know how it works.

Flexible

When we interviewed users who use other car-sharing products, they pointed out that flexibility was one of the key drivers. To make sure we were designing around flexibility, we dove deeper into user needs and user scenarios.

Convenient

Since the product aims to offer users the freedom of having a car, it meant that using the product has to be more convenient than owning a car. Responsibilities that come with owning a car such as cleaning, insurance, damages, are all handled by the product.

Transparent

While interviewing potential users, we learned that they need to be reassured that it’s a trustworthy and reliable product. We wanted to achieve this by being transparent about pricing, car specs, and fueling.