The Challenge
Float is a peer-to-peer boat rental marketplace that allows boat owners lend their boats to renters looking for access to boating experiences without taking on the cost of ownership themselves. As a bonus, part of the proceeds of every rental are donated to Minnesota lake and river preservation.
Float was interested in evaluating the current listing and booking processes to ensure that they were as easy and painless as possible. Their hope was to gain insight around key tasks that could help them refine or improve the digital experience and further support site and user goals.
The Approach
Usability Testing
Based on hypotheses and insights from our own initial site review, our team created a usability testing protocol, which we used in four in-lab usability tests to uncover key site issues and identify ways to provide a better overall experience for both boat owners and renters.
These tests allowed us to see how actual users navigated the site to complete key tasks and ask questions about what they were feeling, thinking, and expecting throughout the process.
As part of this overall research effort, I facilitated one of our four sessions and was responsible for note-taking and focused observation when not facilitating. I also conducted three remote usability tests and added key insights and points of synthesis to our team’s larger body of research data for moving the project forward.
Research Synthesis
Review of our in-lab and remote usability tests revealed some key opportunities for improvement for both types of users on the Float site. While users did generally find the current listing and booking processes to be highly curated and not overwhelming, we found that updates were needed to:
help users answer the question, “What’s the ‘Float way of doing things’?” to avoid unneeded complexity while listing and booking
give all users more feedback related to their actions and help prevent errors that cause confusion on their booking or listing journeys
provide reassurance and guidance around technical and legal requirements to enhance users’ feelings of safety and confidence on the Float site
User Quotes
“I feel like the site lost everything”
“It didn’t remember that I chose a date.”
“What does the approval process look like? Who’s approving my boat? How long does it take? I feel like I’m left in a void here.”
“[Setting my boat’s availability] is gross, there has to be a better way to do [this].”
Mid-Fidelity Mockups
After initial team synthesis, I took our insights and created specific recommendations for updates and improvements. A summary of research findings and my mockups was presented to the client as a findings and recommendations report.
Interactive Prototype
In addition to the low-fidelity mockups, a prototype of key recommendations for boat renters was created to demonstrate an updated flow through the rental process.
Next Steps
Float was looking for ways to facilitate connections between boat owners and boat renters and support a hassle-free and secure listing and rental process.
Through usability testing and synthesized findings, we delivered recommendations that would enhance user’s trust with the Float website, simplify the required processes and ease mental load, and give them more active feedback to ensure successful interactions with their fellow renters and owners.