BoB allows travellers to check-in their luggage from the city centre, head straight to security screening at the airport and collect theirs belongs at the destination from the airport’s carousel.

Problem

I was asked to validate how well the value proposition is addressing a real user need and turn the concept into an actionable MVP.

Team

I started working directly with the founder & CEO, the responsive to business development and a developer. As both, the company and team within it grew I had the opportunity to work closely with a PM.

My role

I conducted research activities such as stakeholder workshops, customer journey mapping, user journey, competitor analysis, guerrilla research and user personas. I led ideation, low-fidelity and final UI of the first release of BoB.io.

The project kickoff included activities working closely with the team to contextualise the problem within a costumer journey to identify possible scenarios, pain points and questions to solve. We analysed briefly the target audience through a proto-personas exercise. Then we worked collaboratively in a solution to allow users to book the service online as well as the logistics needed to meet the airline’s requirements.

Through a focus group, we recruited 6 participants to validate the concept. Participants were asked to evaluate the proposed customer journey of BOB’s service to get individual feedback and generate group discussion. We learnt about their main worries as well as identifying where BoB was actually solving a problem. What they value most was: time, security, allowance, support and trustment.

I included the user’s feedback in the following prototypes to ensure the site would cover the primary users’ constraints. I focused on the experience of making the booking process very easy to complete by designing intuitive navigation. Each step should have a clear and action and offer quick access to help avoiding any distrust. The messages should also give clear information about what BoB does, how it works and why it’s a safe service.

Since it’s an innovative and an unknown service, communications after booking are extremely important. The steps to be done after booking (check-in and documentation) and the communication with the courier should be clear and efficient.

The final layout was intentionally kept simple with a mobile-first design. You can see the implementation of the first Bob.io's product, Luggage Transfer Service here: bob.io.

Result

BoB’s MVP was successfully launched by beginning of 2018. It allows to deliver travellers’ luggage from the airport to any point in the city and vice versa. BoB is currently working on the second product to check-in travellers’ luggage in Madrid and Barcelona.