Vroom

Car-sharing mobile app

Project Overview

Socar is a car-sharing service in South Korea. Vroom is a newly launched service that delivers cars to the users. Vroom deliver a car to where users requested place and take the car away when users return. The goal of this project was to find out the way to increase Vroom the reservation number.

My Role

User research
Product manager

Team

1 PM (Myself)
1 UX designer
1 Visual designer
3 Engineers
1 Sales

01. Define

Problem

After a year since its launch, Vroom’s monthly reservation number was not improving. There was feedback the price of Vroom is too expensive and the reservation flow was not clear.

Why are users not using this cool service?

02. Research

Survey

I started off this project by researching how Socar users make a reservation. To get massive information in a short time I conducted a survey and collected 2500+ responses from Vroom users and non-Vroom users.

Findings

72% didn’t know that the service existed
77% said the delivery fee was expensive
64% didn’t know where to get the car delivered
55% told the reservation process was not clear

Interview

To get more in-depth experience from users, I reach out to 15 people and interviews them.

Findings

There are many Socar zones that Vroom service was not necessary
The reservation process had a lot of back and forth
It was unclear that users have to pay the parking fee

03. Synthesis

Suggestions

The biggest problem was that users didn’t know about the service. Also, the reservation process should be revised. I put several solutions collaborated with developers, designers, and marketers;

Added more entry points into Vroom
Revised reservation flow
Advertised the service on the in-app banner

04. Improvement

1. Added more entry points into Vroom

2. Revised reservation flow

3. Advertised the service on the in-app banner

05. After launch

Result

High performance

200% increase in total monthly reservation

Extend users

Usage increased across all user demographics