Project Moab
Enhancing the Off-Roading Experience
Role: Lead UX Designer
Tools: Figma, Miro, ProtoPie
Duration: 6 months
Deliverables: User Research, Personas, Wireframes, High-Fidelity Prototypes, Usability Testing
Project Overview
Challenge:
Jeep enthusiasts often embark on off-roading adventures in groups, navigating challenging terrains like Moab, Utah.However, coordinating multiple vehicles, sharing resources, and capturing memorable moments can be cumbersome without integrated tools.
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Objective:
Design an infotainment system tailored for Jeep vehicles that:
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Facilitates group coordination and navigation
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Enhances communication among drivers
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Allows sharing of media and resources
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Aligns with Jeep's rugged and adventurous brand ethos
User Research
Methodology:
Conducted interviews and surveys with Jeep owners and off-roading enthusiasts to understand their needs, pain points, and behaviors during group excursions.
Key Findings:
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Group Coordination: Difficulty in keeping multiple vehicles together during off-road trips.
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Resource Sharing: Lack of a centralized system to know who has essential supplies like tow ropes or first-aid kits.
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Memory Capture: Desire to document and share off-roading experiences in real-time.
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Music Synchronization: Interest in sharing playlists to enhance group cohesion.
Persona: Alex
The Trail Leader
Background:
Alex, a 35-year-old Jeep Wrangler owner, frequently organizes off-roading trips with friends. He values adventure, camaraderie, and ensuring everyone's safety during excursions.
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Goals:
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Coordinate group routes and ensure no one gets lost.
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Share essential supplies information among the group.
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Capture + share memorable moments from trips.
Frustrations:
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Challenges in maintaining group cohesion on trails.
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Uncertainty about who has what supplies.
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Missing out on capturing spontaneous off-roading moments.
Design Process
1. Empathize:
Gathered insights from Jeep owners to understand their off-roading experiences and challenges.
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2. Define:
Identified core needs: group coordination, resource sharing, and experience documentation.
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3. Ideate:
Brainstormed features like platoon formation, supply inventory sharing, integrated cameras, and music synchronization.
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4. Prototype:
Developed wireframes and high-fidelity prototypes showcasing the envisioned infotainment system.
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5. Test:
Conducted usability testing sessions to refine features and ensure intuitive user flows.
Key Features
Platoon Formation & Navigation
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Group Creation: Drivers can form "platoons," designating a leader to set routes and manage group settings.
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Privacy Settings: Platoons can be set to private (invite-only) or public (open for others to join).
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Real-Time Navigation: Shared GPS routes ensure all members stay on track.
Supply Inventory Sharing
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Profile Integration: Drivers can list available supplies (e.g., tow ropes, first-aid kits) in their profiles.
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Group Visibility: Platoon members can view each other's supplies, facilitating resource planning and emergency preparedness.
Experience Capture & Sharing
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Integrated Camera: Front-facing cameras allow drivers to record off-roading adventures.
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Live Streaming: Share real-time footage with friends or on social media platforms.
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Memory Archive: Save and organize recorded moments for future reminiscing.
Music Synchronization
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Shared Playlists: Platoon members can contribute to and play synchronized music playlists.
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Mood Setting: Enhances group cohesion and sets the tone for the adventure.
Exchange Music
One way to keep your platoon together is to share music across all Jeeps in the group. Morale will instantly be boosted once everyone feels connected knowing they're listening and singing along to the same songs, even when not physically together in the same car.
Drivers can also create and save playlists to their personal profile in their Jeeps. These playlists can also be shared and played for their friends in the platoon.
Anyone in the platoon can assume the role of DJ, all they have to do is choose to share their music to the platoon. And of course, if anyone doesn't like the music they can takeover being DJ and play their own music. Another option is to simply shut off the music in your own Jeep and be alone with your thoughts and life choices.
Results &
Learnings
Outcomes:
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Enhanced group coordination during off-roading trips.
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Improved safety through shared resource visibility.
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Increased user engagement with integrated media sharing.
Learnings:
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The importance of designing features that align with user lifestyles and brand identity.
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Balancing technological integration with the rugged simplicity valued by Jeep enthusiasts.
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Ensuring user privacy and control in shared experiences.
