Scoop Mobile App
Role: Head of UX and Design
Scoop is an automated carpool company focused on helping folks better enjoy their commute and helping to save the environment. I started with them as the sole product designer and user researcher and grew to lead a team of 14 designers, researchers and creative services folks. Over the years I’ve worked on every aspect of the app.
The Scoop mobile experience is very complex which makes it hard to show as a stand-alone, set of screenshots on a portfolio site. For example, the Trips tab alone, third screenshot below, has over 30 permutations. I have captured a few of the pieces of the experience to give you an idea of what the app looked like.
These snapshots are a point in time when I was responsible for crafting the entire product design but the product over time, especially visually. In my later years with Scoop, I was more of a collaborative and leadership influence.
There were a myriad of UX decisions behind each piece of the design on each page, of which I captured in a 100+ page UX Manifesto for Scoop.
Scoop time picker prototype
Challenge: The main experience of Scoop is requesting your carpool. One of the most important steps of that process, is picking carpool times, or slots. This particular version of that experience, it changed over five times while I was there, was focused on:
allowing folks to pick multiple time slots
educating them on the importance and benefit of picking more than just one time slot.
Solution: After a user picked a desired time slot, the app automatically showed them a tip to both educate them and encourage them to pick more than one time slot. (The orange slide up.)
This prototype was created for user testing and as a communication tool between design and engineering. There were three variations tested. This final one shows the preferred order, speed, duration and overall experience of the animation proposed.
Scoop on-boarding flow
This is an example of what a flow might look like 80% of the way through a project. Something like this would be used in discussions with stakeholders, engineers, data analytics, product marketers, etc. This particular flow was Scoop’s redesigned on-boarding flow. In redesigning, I employed the principles behind hooks to create small loops that encourage the user to continue, rewarding them and asking them for investment. Overall, this experience was very successful for new users signing up.
Scoop on-boarding hooked flow
Below is the hooked flow used to build the above on-boarding experience. This is the type of deliverable that would be created during the first phase of a project. The goal of this work is to create and align on the user journey, specifically, the behavioral loops you want to create to move the user forward in a process or activate them into a loop of actions within the experience that would be repeated again, and hopefully again and again. It's based on learnings from the BJ Fogg Model and Nir Eyal's Hooked Model.
