Limestone City Bike Share
The case study is about Limestone City Bike Share, a dockless bike-share startup that aims to make cycling accessible to all people living in Kingston.
BEHIND THE BRAND
Get to Know Us
Limestone City Bike Share is a dockless bike-share startup that aims to make cycling accessible to all the people living in Kingston. Our mission is to make mobility in the city of Kingston sustainable, sharable, and efficient. We shall provide the city of Kingston with an alternative to mass transportation which will greatly contribute to cutting down on pollution and being an environmentally friendly option for people.
OUR BUSINESS GOALS
These goals provide a framework for decision-making and help guide the development of strategies, initiatives, and action plans. They outline desired outcomes in various areas, such as revenue growth, market share, customer satisfaction, operational efficiency, innovation, sustainability, and more.
Environmental Protection
Introduce hybrid electric bikes in the city of Kingston to promote sustainable mode of transportation
Quality and Accessibility
Install 50 dockless bike racks all over the city of Kingston at accessible locations by March 2025.
Innovative Design
Provide the users with the most innovative modern yet minimal design optimised according to their needs
THE PROBLEM
"How might we design and deliver a bike-sharing solution tailored specifically to the needs and preferences of Kingston's residents, integrating seamlessly into the city's transportation infrastructure, and promoting widespread adoption of cycling as a sustainable and efficient mode of transportation?"
PROJECT GOALS
Uncovering User Insights: Understanding Kingston's Transportation Needs
USER PERSONAS
These personas were developed to gain a deeper understanding of the target users and their needs. These personas were created based on extensive user research and insights gathered from interviews, surveys, and observations within the community of Kingston.
COMPETITIVE ANALYSIS
Limestone City Bike Share implemented the findings from the competitive analysis to make a standout impact. Building on BIXI's trust and credibility, Inspired by Lime's innovative bikes and global presence, and by embracing Everyone Rides' commitment to accessibility and inclusivity, we ensured that our bikes, infrastructure, and user experience catered to diverse user needs. Through these implemented findings, Limestone City Bike Share differentiated itself in the market, .
16.60% Growth Rate
There is a huge scope for dockless bike share service in cities like Kingston as the majority of the population here is students who need an affordable mode of transportation
This graph indicates the growth of the cycling market all over Canada post covid.
Number of bike services in all provinces of Canada
Crafting Information Architecture: Depth vs breath structure
Card Sorting
1 / Depth Navigation
In order to determine the most effective information architecture for the website, I implemented a depth structure and conducted a card-sorting exercise involving 15 participants. This exercise aimed to gather insights into how users would organize and categorize the website's content.
2 / Breadth Navigation
The findings from the card sorting exercise indicated that the depth structure did not yield favorable results. Participants found it challenging to navigate and locate specific information within the website. This feedback highlighted the need for an alternative approach to improve user experience and information organization.
3 / Final Navigation
Based on the insights gained from the initial card sorting exercise, I decided to conduct another round of card sorting with the aim of exploring a breadth structure. The second card-sorting exercise revealed that the breadth structure resonated more effectively with the participants. They found it easier to locate and access relevant information within the website, resulting in a more intuitive and user-friendly experience.
Final Sitemap
By iteratively testing different information architecture approaches and gathering user feedback through card sorting exercises, I was able to determine that the breadth structure worked best for the website hence the final sitemap came out to be very simplified.
The Design Phase: Wireframes & Prototype
Usability Testing
This usability test aims to examine the efficiency of the LCBS website to find Dockless Bikes in the Kingston area. The target audience will be SLC students planning to stay in Kingston for their studies for a brief time period. As all the new students will be needing a mode of transportation there, I decided to test the usability of the LCBS website.
Task List
Task 1
Go to the pricing section and subscribe to the annual membership. Go to the FAQ section and then create an account.
Task 2
Go to the pricing section and subscribe to the annual membership. Go to the FAQ section and then create an account.
Task 3
Go to the pricing section and subscribe to the annual membership. Go to the FAQ section and then create an account.
Result Summary
After conducting the usability test over the low-fidelity prototype, I came to the following conclusion.
Visual Guide
By combining the font Product Sans and the specified color palette, the visual guide creates a cohesive and visually appealing aesthetic for the website. The chosen font and colors work together to create a modern, professional, and engaging visual experience for users.
Final Design
Conclusion
The Limestone City Bike Share case study serves as an excellent example of how a business can make a positive impact on its community while promoting sustainability and accessibility. The initiative has the potential to inspire other cities around the world to adopt similar bike-sharing programs that promote sustainability and accessibility.
