Scooter Sharing
felyx is a successful scale-up offering shared electric scooters, operating as a new and disruptive urban mobility concept. The company was undergoing a rebrand and needed its application to reflect this new identity.
Company:
felyx
Role:
Lead Designer
Year:
2020
Objective
The existing felyx app, on both Android and iOS, suffered from cross-platform inconsistencies and usability issues that hindered the experience. The "Registration Process" was a particular friction point, being unpleasant, confusing, and constrained by legal requirements. This caused users to abandon sign-up or never complete their accounts.
The objective was to apply the new rebrand to the app, redesigning it for a modern, cohesive look, fixing critical usability problems (especially in registration), and preparing the platform for the company's expansion plans.
Process
The process was a methodical analysis and screen-by-screen redesign, prioritizing the highest-impact fixes.
UI/UX Audit: A complete analysis of the Android and iOS app structures to gather similarities and inconsistencies.
Registration Study: An in-depth analysis of the registration flow to identify bottlenecks. It was found that users struggled with the amount of mandatory information and uncertainty about the next steps.
Iterative Design: Redesigning each screen, applying the new brand requirements, proposing experiments, and designing new features.
Solution
The app was updated with a visual facelift and significant UX improvements:
Revamped Registration: The sign-up flow was optimized. Mandatory information was reviewed, form-filling was improved with keyboard auto-suggestions, and the process was broken down into clear "chapters" to explain each necessary step.
New Visual Design: The interface was modernized, as seen in the intro and menu screens, creating a cohesive look aligned with the new brand.
Optimized Vehicle Panel: The scooter details panel, which previously had overlapping or misplaced information, was rearranged. Crucial information (like battery and location) was highlighted to help the user make a quick, informed reservation decision.
Key takeaways
The redesign provided a much more pleasant and efficient user experience, aligned with felyx's new brand identity.
Improved Onboarding: The new registration flow reduced the time users spent creating an account and validating documents, getting them ready to ride in minutes.
Reduced Drop-off: Clarity in the registration process decreased friction and uncertainty, leading to fewer sign-up abandonments and fewer calls to the Support team.
Faster Decisions: The improved vehicle overview allowed users to compare options and book a scooter with greater speed and confidence.
