Category
Category
MotoTech
MotoTech
Date
Date
2023 – 2024
2023 – 2024
Role
Role
Product Designer
Product Designer
Cardo Connect Mobile App
Cardo Connect Mobile App
Cardo Systems, a top brand in motorcyclist communication devices, I designed digital experiences to enhance the interaction between the software and hardware
Cardo Systems, a top brand in motorcyclist communication devices, I designed digital experiences to enhance the interaction between the software and hardware
Today, Cardo Systems' products enable motorcyclists to easily stay connected, whether riding solo or in groups. Their devices are known for being dependable, simple to use, and delivering excellent sound quality, making rides safer and more enjoyable for users across the globe
Today, Cardo Systems' products enable motorcyclists to easily stay connected, whether riding solo or in groups. Their devices are known for being dependable, simple to use, and delivering excellent sound quality, making rides safer and more enjoyable for users across the globe
PROBLEM STATEMENT
PROBLEM STATEMENT
Motorcyclists who ride seasonally don't use Cardo devices to the fullest and don't want to pay more for new devices and use app
Motorcyclists who ride seasonally don't use Cardo devices to the fullest and don't want to pay more for new devices and use app
The goal was to design a flexible solution that allows riders to choose and pay for the features they need, whether during active riding seasons or the off-season, while keeping the experience simple and enjoyable.
The goal was to design a flexible solution that allows riders to choose and pay for the features they need, whether during active riding seasons or the off-season, while keeping the experience simple and enjoyable.
BREAKDOWN OF THE PROBLEM
BREAKDOWN OF THE PROBLEM
Add seasonal payment for functions
Add seasonal payment for functions
Let users pay for features only during their riding season, so they don’t have to commit to a full-year subscription and buy a full-price device.
Let users pay for features only during their riding season, so they don’t have to commit to a full-year subscription and buy a full-price device.
Keep the app simple and enjoyable
Keep the app simple and enjoyable
Make the app easy to use so seasonal riders can quickly find and use the needed features without hassle.
Make the app easy to use so seasonal riders can quickly find and use the needed features without hassle.
Established the process between Client, PO and Me
Established the process between Client, PO and Me
The client had an established delivery process with our executive team. Since the client was an expert in their field, their PO was responsible for the roadmap of the mobile app's functionality, presenting each new feature with a clear goal and purpose.
The client had an established delivery process with our executive team. Since the client was an expert in their field, their PO was responsible for the roadmap of the mobile app's functionality, presenting each new feature with a clear goal and purpose.
KEY TAKEAWAYS
KEY TAKEAWAYS
Working with the PO helped me understand Cardo’s goals, giving me a strong base to create use cases that meet real user needs.
Working with the PO helped me understand Cardo’s goals, giving me a strong base to create use cases that meet real user needs.
We have decided to focus the new subscription model on new users to accelerate growth.
We have decided to focus the new subscription model on new users to accelerate growth.
Cardo conducted and provided internal competitor research information from the business side, and I translated this knowledge into a design requirement and structured approach.
Cardo conducted and provided internal competitor research information from the business side, and I translated this knowledge into a design requirement and structured approach.
We planned regular feedback sessions from the PO, allowing me to adjust the design requirements and be on the same level of understanding and sharing this knowledge with our team.
We planned regular feedback sessions from the PO, allowing me to adjust the design requirements and be on the same level of understanding and sharing this knowledge with our team.
Identifying and visualizing user jobs
Identifying and visualizing user jobs
I used the JTBD framework to prioritize and communicate design decisions effectively.
It helps focus on real user needs, making sure the product delivers meaningful value while aligning with stakeholder expectations.
I used the JTBD framework to prioritize and communicate design decisions effectively.
It helps focus on real user needs, making sure the product delivers meaningful value while aligning with stakeholder expectations.
When I'm a new user who buy
a new Cardo Custom device
I want to easily understand which features are available through the subscription in the app
So l can decide on the right feature package for my needs.
Use case 1
New user who buy the new device
📌
Use case 2
The seasonal motorcyclist
When my riding season is over or starting
I want to quickly activate or deactivate certain features through the app
So I can use only the features I need and enjoy the ride
📌
When my partner uses their Cardo device occasionally
I want them to be able to temporarily access advanced features without us having to buy
So we can ride together with all the necessary functionalities.
an entirely new device
Use case 4
Temporary access for occasional use
📌
When I want to try out new features for my Cardo Custom
I want to have a trial option before committing to a subscription package
So l can explore which features enhance my riding experience.
Use case 3
The Feature Explorer
📌
Afterward, the PO, PM, and I worked together to break down tasks and jobs into clear functional and technical requirements, categorizing them as mandatory or optional. This approach allowed us to split the development into 3 phases, making each phase more manageable.
Afterward, the PO, PM, and I worked together to break down tasks and jobs into clear functional and technical requirements, categorizing them as mandatory or optional. This approach allowed us to split the development into 3 phases, making each phase more manageable.
Created a flowchart of the subscription model that helped synchronize our understanding with the client and team
Created a flowchart of the subscription model that helped synchronize our understanding with the client and team
In this way, we could think of all possible problems before we started developing a high-fidelity solution. It helps to understand how in general, a subscription will work for us.
In this way, we could think of all possible problems before we started developing a high-fidelity solution. It helps to understand how in general, a subscription will work for us.
Here’s what we agreed to focus on:
3 effective ideas for business
Here’s what we agreed to focus on:
3 effective ideas for business
⭐️ The process of activating new riders.
⭐️ Enhancing subscription explanations.
⭐️ Enabling subscription management.
⭐️ The process of activating new riders.
⭐️ Enhancing subscription explanations.
⭐️ Enabling subscription management.
SOLUTION
SOLUTION
Simplified activation process for new riders
Simplified activation process for new riders
The main goal of this scenario is to make the activation of the connected Cardo device simple and quick. By helping riders set it up faster, we increase the chances that they will choose the right subscription packages. Ensure activation is fast and user-friendly – just one button, one action.
The main goal of this scenario is to make the activation of the connected Cardo device simple and quick. By helping riders set it up faster, we increase the chances that they will choose the right subscription packages. Ensure activation is fast and user-friendly – just one button, one action.
🌟 Target metric: increase % of activation users
🌟 Target metric: increase % of activation users
🌟 Target metric: increase % of activation users
SOLUTION
SOLUTION
Subscription packages that clearly outline available features upfront
Subscription packages that clearly outline available features upfront
In this scenario, the goal was to provide detailed information on each package, describing its features to help riders quickly understand and choose the best option for their needs.
My idea was to visually differentiate each package based on its unique functionality.
In this scenario, the goal was to provide detailed information on each package, describing its features to help riders quickly understand and choose the best option for their needs.
My idea was to visually differentiate each package based on its unique functionality.
🌟 Target metric: Subscription conversion rate
🌟 Target metric: Subscription conversion rate
SOLUTION
SOLUTION
Overview of active plans, features, and payments
Overview of active plans, features, and payments
A clear and intuitive way to manage your subscription: always know which plan you’re on, explore the features included, and adjust your settings effortlessly.
A clear and intuitive way to manage your subscription: always know which plan you’re on, explore the features included, and adjust your settings effortlessly.
SOLUTION
SOLUTION
Seamless subscription flexibility: manage, update, and cancel with ease
Seamless subscription flexibility: manage, update, and cancel with ease
🌟 Target metric: reduce % of support requests
🌟 Target metric: reduce % of support requests
Outcome
Outcome
Our new subscription model offered Cardo users a new, personalised experience. This had a positive impact: device sales increased by 11.5% and app engagement by 16%. However, while these results were a great boost in the short term, they were unsuccessful in the long run.
Our new subscription model offered Cardo users a new, personalised experience. This had a positive impact: device sales increased by 11.5% and app engagement by 16%. However, while these results were a great boost in the short term, they were unsuccessful in the long run.
↑
11.5%
11.5%
11.5%
Device sales
Device
sales
↑
16%
16%
16%
User engagement
User engagement