Loxam is a French construction equipment rental company based in France with operations in Europe, North Africa, the Middle East and South America. The company's targeted trades are construction, heavy construction via general building contractors and road works.
In addition to the online customer area available since 2017, Loxam wanted to offer MyLoxam App (mobile) to allow the target "pro craftsman" to manage rentals online.
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Objectives
Build a user-centric e-commerce application for the B2B sector
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The missions
βοΈ Validate the mobile application concept
βοΈ Validate the interest of the functionalities, as well as the relevance of the user paths
βοΈ Bring out and collect complementary needs and obstacles
βοΈ Recommend the key paths and model them
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Project Team (Intern)
2 Squad Masters, 1 Strategy Expert, 2 Prd, 1 Business Expert
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Stakeholders (Customer)
1 MOA, 1 Digital and Marketing Director, 1 Digital Customer Experience Manager, 1 UI
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Sprint
2 weeks
Project planning
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Sprint 1
- Kick Off
- Recruitment of 18 to 24 users for the tests
- Preparation of user tests
- Realization of the mock-ups
π¦ Expected deliverables: 18 to 24 testers, maintenance guide, mock-ups, design system
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Sprint 2
- RITE test (test & modification of models)
- Analysis & Recommendations
π¦ Expected deliverables: Synthesis & Recommendation ppt, mock-ups, design system
Step 1 : Understand
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My Loxam app aimed to simplify the rental experience by offering its users:
- Operating features (booking)
- A dashboard providing a clear and global vision (Manage your contracts and rental machines)
- A conversational platform (Interact with the agency)
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A specification with wireframes had already been created by the client and he wanted me to translate them into interactive mock-ups in order to evaluate the relevance of the end-users' experience.
I first conducted an ergonomic audit of the interfaces and an analysis of the existing user path.
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Userflow
Userflow of the MyLoxam App
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Problems detected :
1. Several paths mentioned in the specifications did not appear in the wireframes delivered
2. Several features were confusing
3. Many inconsistencies were present in the sequence of paths
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After this first analysis, I proposed a workshop with the client in order to help them define and prioritize the paths to be tested and to review the missing wireframes.
Step 2: Prioritize key features
We prioritized together the features that should appear in v1 of the application during a workshop with the client.
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At the end of this workshop, the following objectives had been achieved:
- The list of key features to keep or add
- An understanding of the various technical specifications of the product
- The definition of the different user journeys to be tested
- A list of wireframes to create or modify on the client side
Step 3: Prototyping
Once all the paths were validated with the project manager, I was able to create a design system based on Loxam's graphic charter and to create interactive mock-ups using figma.
V1 of the my loxam application
Design System
Step 4 : Test
In order to meet loxam's objectives, I carried out test RITE during 1 week with different types of users. The tests were done remotely and in person depending on their availability. In order to evaluate the relevance of the solution we needed to evaluate it with users from the core target of Loxam.
These users are field employees (site manager, craftsman, manager) belonging to small and medium-sized companies with between 10 and 100 employees, used to placing orders, spread over various geographical areas. We also needed a variety of user profiles:
π§Β User accustomed to using the competitors' services
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Test RITE
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During our first test session we realized the limitations of taking notes on a word document. After discussing it with my partner, we finally opted for a transcription of the testers' insights on Miro, in order to annotate each comment of the testers below each screen. This change of tool allowed us to facilitate the note taking but also to optimize our working method when processing the results.
Step 5 : Analysis
To carry out the analysis of the tests on Miro, I applied a tagging plan to identify the benchmarks, motivations, pain points and improvement options of each target. I presented the results obtained in the form of personae and at the same time proceeded to modify the models in order to stage the new paths.
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Users personae
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In addition to the collection of needs and usability tests, crucial information was collected on the habits of users such as the fact that the majority of them preferred to place orders by phone instead of using the current website and were obliged to go in person to a agency to register a payment account.
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Different actions could be carried out thanks to the analysis:
- Validation and invalidation of test hypotheses
- Discovery of new features requested by users
- Prioritization of key paths
- Removal of paths and features that do not meet any need
Step 6: Presentation of results
Potential users of the My LOXAM App are heterogeneous in terms of their appetite for using a mobile application, however, they all agreed that they were missing some services within their current journey.
I prioritized the various issues as follows :
Number of times they are quoted during testing sessions
Value they can bring to users
Easy to carry out
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Here you can consult the details of the synthesis
2 key paths solving user problems have been selected: Registration in 2 minutes and reservation in 45 seconds in mobile.
βοΈ Registration in 2 minutes
video Registration in 2 min
π¦ Booking in 45 seconds
video Booking in 45s Agency
video Reservation in 45s Delivery
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Customer benefits π·π¨βπΌπ¨βπ§
- Reservation in mobility
- Reduce the number of contacts in the booking process
- Limit travel with 24/7 real time machine availability
- Save time on your reservation thanks to the possibility of re-renting an item already ordered
- Saves time in the 24/7 registration process
- Benefit from personalized product suggestions based on my profile
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Loxam employee benefits π¨βπ»
- Reduction in the number of telephone calls (reservations, inquiries about availability and status of machines)
- Time saving for sales teams thanks to autonomous prospect registration
Where are we today ?
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A roadmap, mock-ups and a design system were delivered to the client so that the latter could proceed with in-house development.
Win
Taking advantage of Loxam's database to meet the end users of the application was extremely valuable.
Thanks to their feedback we were able to validate the mobile application concept with Loxam, identify new opportunities and propose a realistic mvp to achieve that meets real user needs.
Frustration
With hindsight I realize that the RITE method should not be used to reduce the time spent on user research, it also makes it more difficult to evaluate the importance of a usability problem because of the limited number of participants between each iteration.
Consequence: We were not able to evaluate all the pathways at each test because time forced us to reduce the scope of the evaluation, which skewed the final results. We should have either proposed to extend the time frame to do a research workshop and then a test intervention or chosen to do only research to propose more relevant recommendations afterwards.
