Lime Usability Study
Lime-sponsored usability study on the Veo app and e-bike
Project Type
Usability Studies graduate course project at the University of Washington HCDE
Tools
Figma
Miro
Excel
Canva
Team
Diana Fakhoury
Alex Boltz
Dave Cai
Patricia Gomez Irazabal
Zelia Gomes Da Costa Lai
Timeline
8 weeks
Jan - March 2023
Project Overview
Lime commissioned a usability study on their competitor’s new e-bike, the Veo Cosmo-E, an electric seated scooter with pedals, to determine how to increase ridership using different types of vehicles. Part of our usability study focused on comparing the curb appeal of a Veo Cosmo-E versus a Lime e-bike. We then went on to test the usability of the Veo mobile app and the ride experience of the Veo Cosmo-E. Research insights were used to influence the development of Lime’s next-generation vehicles.
Objective
This field usability study aimed to evaluate the user experience of renting and riding a Lime competitor’s throttle-assisted e-bike, the Veo Cosmo-E, focusing on both the in-app experience and hardware design. The study aimed to identify usability issues, moments of delight, and areas of frustration.
Study Goals
Assess the approachability of the Veo Cosmo-E vs the Lime e-bike
Discover usability issues of the Veo app and the hardware design of the Cosmo-E
Evaluate Veo’s overall user experience, identifying moments of delight and frustration
Understand human factors of the Cosmo-E that impact the riding experience
Research Questions
What challenges do people encounter when trying to use Veo’s app for the first time?
How easily and successfully can users engage with the hardware necessary to ride the vehicle (kickstand, pedals, throttle, etc)?
How does the riding experience of the Veo Cosmo-E compare for users of varying body types?
Participants
We screened and selected 8 study participants out of 88 respondents to cover a diverse range of gender, race, and heights, within 2 rider categories:
4 active e-bike and e-scooter rideshare service users
4 new riders who hadn’t ridden an e-vehicle before
Environment
Mercer Court
A quite, secluded courtyard allowing participants to test the vehicle in a safe, controlled area.
Burke-Gilman Trail
A recreational trail for cyclists and pedestrians to better simulate real-world use cases.
Methodology
The field usability study was a moderated, in-person test using a combination of concurrent and retrospective think-aloud protocols. Each test involved a participant, a moderator, a note-taker, and a photographer/videographer. I acted as moderator or note-taker for 6 sessions including the pilot session.
1 - Intro & Background interview
We gave participants a GoPro helmet and asked them about their riding experience and transportation preferences.
3 - Tasks
Various app and riding tasks were assigned.
2 - Curb Appeal Interview
Users were asked to compare a Veo Cosmo-E to a Lime e-bike at first glance
4 - Post-study questionnaire
Test was completed with a post-study questionnaire and follow-up interview.
Tasks
Task 1
Download the Veo app & explore
Task 2
Get the vehicle ready to ride
Task 3
Walk it to the starting location
Task 4
Short ride around the courtyard
Task 5
Longer ride on the Burke-Gilman Trail
Task 6
End the trip
Task 7
Find out the trip cost and duration
Results
With hours of video footage, hundreds of images, and countless pages of notes and metrics, sifting through the data was an immense task! We split the work by assigning areas of concern to each person. I led the work on analyzing the bike’s kickstand, display, and overall ergonomics.
A snapshot of our giant affinity map
As part of our analysis, we determined task completion rates as well as problem frequency and problem severity of app and bike-related tasks based on user feedback. Later, we focused our recommendations on the most critical usability issues.
Task Completion
Kickstand analysis
Problem Frequency
Problem Severity Scale (Nielsen)
Problem Severity Ratings (based on scale below)
Detailed Insights & Recommendations
The following is a snapshot of the two most critical usability issues from our study:
Scanning the QR code
Engaging with the kickstand
Scanning
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Scanning ````````
Observations & Impact:
Scanning QR code from phone camera leads to an unresponsive site and deters users from continuing
New users are more likely to use phone camera to scan the QR code
Scanning QR code in the Veo app opens a deposit modal that surprises participants
“I’m trying to bring on my phone, scan the barcode. I don’t have the Veo app, but I’m sure it’ll lead me to download the app.”
“At this point, I would have given up and walked away.”
After clicking “Scan” in the Veo home screen, users are confronted with a payment modal for a $10 payment.
Recommendations:
Multifunctional QR code
Place vehicle fee and deposit information before payment
Kickstand
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Kickstand ````````
Observations & Impact:
Trial and error to raise the kickstand causes negative emotions
Ride clock ticks while users struggle with kickstand
New riders spent longer operating the kickstand
Petite participants struggled to lower the kickstand due to the weight of the vehicle
Different parking postures yielded different results
No kickstand instructions in the app
“If I was by myself doing it, I would feel like it was because I was dumb. I’d feel embarrassed.”
“Oh sh*t”
“I can’t move the kickstand, I give up. It’s too heavy. I’ll lay the bike down [on the bike rack]”
Incorrect Posture
(Kickstand lowers and lands on foot)
Correct Posture
Recommendations:
In-app instruction
One-sided kickstand or center stand with pivot arm
Ergonomics
Based on our observations and user feedback, we were able to provide our sponsor with detailed insight into the ergonomics of the Veo Cosmo-E. These insights were communicated to Lime directors, researchers, designers, and engineers.
Top Insights & Recommendations
Curb Appeal
Users preferred Veo's Cosmo-E over Lime's e-bike for its modern design, cleanliness, and perceived comfort. Users liked the utilitarian features of Lime's e-bike (e.g. storage, phone mount, easy activation) and may choose it in certain contexts.
Overall, users enjoyed their ride experience. Some aspects of the Veo Cosmo-E did not fit users' mental models and required some getting used to.
Ride Experience
Design a Class II e-bike similar to the Cosmo-E making sure to include utilitarian features such as storage and navigation. Check vehicles regularly for damage.
Include clear instructions (in-app and on the e-bike) for new users and make hardware adjustments to improve pain points with the kickstand, throttle, and pedals.
Challenges
Liability concerns greatly impacted our project. Acquiring approval and building team consensus on the issue of liability was complicated. We ended up getting assistance from Lime to create a sound liability waiver that put the team at ease. A lesser challenge was the weather. We were conducting tests during a cold front including snow in the forecast! Thankfully we were able to complete all tests safely.
On a personal note, I started this project 6 weeks after having brain surgery to remove a tumor on one of my vesitublar (balance and hearing) nerves. The first time I went to check out Lime and Veo e-bikes to begin planning our study, I was afraid to ride one. By the time we began conducting tests a few weeks later, I was procuring bikes around campus for our test. I’m proud of this project overall for its breadth and depth, but especially given the context of my recovery.
Thanks!
Thank you to my teammates for making this happen! We hit many stumbling blocks, but it was a stronger usability test for it. Thanks to Dr. Zachry for your guidance on this massive project. Big thanks to Val Najera and Lime for sponsoring us. It was a blast!
