LimeBike App
Led the design of Lime's inaugural bike-sharing mobile app in the US
Interaction Design
UI/UX
LimeBike App
Led the design of Lime's inaugural bike-sharing mobile app in the US
Interaction Design
UI/UX
LimeBike App
Led the design of Lime's inaugural bike-sharing mobile app in the US
Interaction Design
UI/UX
Highlights
Highlights
01
01
First shared mobility product in the US
First shared mobility product in the US
Overview
Overview
I led the design for Lime's initial bike-sharing mobile app in the US, facilitating users to easily unlock and ride bikes. My involvement spanned competitive research, complete design processes, collaboration with engineers, and iterative design improvements.
I led the design for Lime's initial bike-sharing mobile app in the US, facilitating users to easily unlock and ride bikes. My involvement spanned competitive research, complete design processes, collaboration with engineers, and iterative design improvements.
Secured consistent 4.8+ rating on both App Store and Google Play
Secured consistent 4.8+ rating on both App Store and Google Play
~90% user satisfaction with app, according to surveys
~90% user satisfaction with app, according to surveys
Powered Lime's 0 to 1 million rides within 6 months
Powered Lime's 0 to 1 million rides within 6 months
Sped up adoption for new product lines, especially Lime-S
Sped up adoption for new product lines, especially Lime-S
Defining
Defining
02
02
Problem identification
Problem identification
A well-validated model to kickstart with
A well-validated model to kickstart with
We found out that to start using a shared bike by existing providers, a first-time user had to go through a flow that is very standard in modern mobile apps: download app, setting up account and payment, then start to enjoy the services.
We found out that to start using a shared bike by existing providers, a first-time user had to go through a flow that is very standard in modern mobile apps: download app, setting up account and payment, then start to enjoy the services.
However, can we do better?
However, can we do better?
Adapting successful UX models from China, we faced a hurdle: a significant user drop-off during sign-up (40%) and payment (60%), resulting in a 6m30s Minimal Cost to Ride (MCR) which takes ~30% of an average bike ride to commute (20 mins).
Adapting successful UX models from China, we faced a hurdle: a significant user drop-off during sign-up (40%) and payment (60%), resulting in a 6m30s Minimal Cost to Ride (MCR) which takes ~30% of an average bike ride to commute (20 mins).
Asking for too much information upon signup is useless and unfriendly for first-time users
"Try before you buy" approach should not require user to pay upfront
Innovative solution
Innovative solution
Lowering the bar is the key
Lowering the bar is the key
Our strategy was to streamline the user onboarding process. We minimized sign-up steps, requesting only essential information to start a ride, and introduced a ‘first ride free’ offer, eliminating the need for payment details upfront.
Our strategy was to streamline the user onboarding process. We minimized sign-up steps, requesting only essential information to start a ride, and introduced a ‘first ride free’ offer, eliminating the need for payment details upfront.
Design strategy
Design strategy
03
03
Ease of use pledge
Ease of use pledge
We've optimized the app for both new and returning users, enabling a swift bike unlocking experience with as few as two clicks, embodying the concept of "Your ride anytime."
We've optimized the app for both new and returning users, enabling a swift bike unlocking experience with as few as two clicks, embodying the concept of "Your ride anytime."
Efficient flows
Efficient flows
We've optimized the app for both new and returning users, enabling a swift bike unlocking experience with as few as two clicks, embodying the concept of "Your ride anytime."
We've optimized the app for both new and returning users, enabling a swift bike unlocking experience with as few as two clicks, embodying the concept of "Your ride anytime."
Deployment Showcase
Deployment Showcase
04
04
Get riding within just 1 minute
Get riding within just 1 minute
We streamlined the sign-up process, removing excess noise and information requests for quick onboarding of new users. Returning riders enjoy a minimalist unlocking experience, ensuring they can ride within seconds of opening the app.
We streamlined the sign-up process, removing excess noise and information requests for quick onboarding of new users. Returning riders enjoy a minimalist unlocking experience, ensuring they can ride within seconds of opening the app.
Lock the bike and go
Lock the bike and go
Our smart lock feature on every bike ensures intuitive ride endings. Just lock the bike at any legal spot, much like you would with a regular bicycle.
Our smart lock feature on every bike ensures intuitive ride endings. Just lock the bike at any legal spot, much like you would with a regular bicycle.
Reserve before you arrive
Reserve before you arrive
The bike reservation feature lets users hold a bike while they're en route to it, preventing the inconvenience of it being taken by someone else upon arrival. Commuters highly value this hassle-saving option, especially when they need a ride while still walking to the bike.
The bike reservation feature lets users hold a bike while they're en route to it, preventing the inconvenience of it being taken by someone else upon arrival. Commuters highly value this hassle-saving option, especially when they need a ride while still walking to the bike.
Fast payment
Fast payment
Our minimalist wallet design lets riders easily top up their balance in just a few simple steps.
Our minimalist wallet design lets riders easily top up their balance in just a few simple steps.
Outcomes and Learnings
Outcomes and Learnings
05
05
Ease of use drives early adoption
Our design strategy and product rollout significantly cut the minimum customer requirement (MCR) to just 3 minutes. This key advantage was emphasized in our marketing campaigns in North Carolina, spurring widespread adoption across campuses.
Our design strategy and product rollout significantly cut the minimum customer requirement (MCR) to just 3 minutes. This key advantage was emphasized in our marketing campaigns in North Carolina, spurring widespread adoption across campuses.
Observed ~85% user retention (user who returned after first ride)
Observed ~85% user retention (user who returned after first ride)
Higher upfront conversion & nearly eliminated signup drop rate
Higher upfront conversion & nearly eliminated signup drop rate
