Mahindra's sustainable mobility app - UX/UI

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Mahindra's electric point-to-point shared cab service - App UX/UI

Company Overview:

The Mahindra Group is a USD 20.7 billion federation of companies that enables people to rise through innovative mobility solutions, driving rural prosperity, enhancing urban living, nurturing new businesses and fostering communities. Headquartered in India, Mahindra employs over 2,40,000 people across 100 countries.

Glyd, is Mahindra’s electric mobility initiative for the urban commuters that aims at re-imagining the in-commute experience of the everyday traveler in a thoughtful and exclusive way. Their vision is to ease the office goers commute by introducing several premium car features such as personalized tablets for each passenger, curated entertainment, over-the-ear headphones, rear seat partitions for privacy and air purifiers to combat pollution.

Initial concept wireframes for in-car tablet app

Product Objectives:

Urban life has drastic effects on the environment and individuals health. Our goal was to provide digital solutions required for the pilot launch of Glyd which aims at tackling such effects. It required 3 apps to be delivered to have a working system, out of which 2 are part of the mobility experience for the commuter and driver and the 3rd is a tablet app for the commuters in-car experience.

We believe commuters travel experience is overlooked which can be improved by solving one of their immediate problems

• Urban commuter's health is affected by pollution

• Commute constitutes a major part of individuals day to day routine

• Cab sharing is cost-effective but lacks privacy

• Commuters listen to music or catch up on tv shows while travelling
• Stress has become a part of most individuals
• Commuters prefer to take work calls during their travel

• Commuters don't get time to decompress

• Commuters have varied interests in how they chose to utilize their travel time

• Many individuals care about their carbon footprint

• Premium experience doesn't have to come at the cost of our plant

Visual Imagery, Module nomenclature, Colour theory and Creative writing concepts for the in-car tablet app

Product Approach

For Glyd, the Mahindra team had decided to go with 2 separate teams for design and development. Our team was responsible for the app design.

We worked closely with the core team of Glyd and development partners to constructively exchange ideas and minimize errors to facilitate quick product execution.

Our approach for this project was to understand the business needs and empathize with commuters and design the app experiences for cab booking, a tablet app for the commuters in-car experience, and cab driver’s app for managing their daily trips.

There was a need to design an app that communicates the vision of the brand and translates the core principle of why Glyd exists to provide the customers with a premium travel experience.

The in-car tablet experience prototype for the video-based module called 'watch'

Some more screen layouts from the tablet app

My Key Responsibilities

I worked on the digital solutions required for the pilot launch of Glyd. It required 3 apps to be delivered to have a working system, out of which 2 are part of the mobility experience for the commuter and the driver and the 3rd is a tablet app for the commuters in-car experience.

• Product strategy and creative direction

• Brainstorming effective product solutions

• Concept creation and direction for the app experiences

• Guiding designers with ideas and solutions during prototyping

• Defining the design language for the apps(Colour, typography, images, illustrations, iconography)

• Effectively adapting brand guidelines provided by Glyd

• Providing visual direction and guidance for the illustrations, imagery and iconography

• Overseeing the implementation of UI style guidelines and systems

• Conducting Design thinking and research sessions among team members

Commuter's mobility experience app wireframes

Design Process

As a team we decided to simultaneously worked on all 3 apps due to the project timelines and the business goals of the product.

Mobility experience app(Commuter & Driver)
“Design is not about reinventing the wheel.” Instead of creating a new system which would require having to teach the users how it works we decided to study the existing systems they were used to like Uber & Ola, for both commuter and driver and adapt the familiarities to our business needs while keeping minimal no. of clicks.

• Competitor analysis

• User flows

• Wireframes

• Visual design

Commuter's in-car experience app
We followed a different process for the design of this app as we needed to get into the minds of the commuters and understand the different use cases of this app. The business requirements for this app were to communicate the core values of the brand and provide a premium experience to the commuters.

• Product vision

• User personas

• User scenarios/needs

• Affinity Mapping

• Feature brainstorming
• Wireframes

• Visual design

Commuters mobility experience app screen designs

Empty state illustrations designed for the mobility app experience

My experience working on this project has been fantastic. Learning the ways of a fortune 500 client, designing for a product that is sustainable and enhances urban living.

Illustration-based onboarding experience designed for the commuters mobility app

Design Tools

• Sketch • Invision • Illustrator • Adobe XD • After Effects

Team

• UX Design Lead x 1 • Creative Director x 1 • Product Designer x 1

• Visual Designer x 1 • Illustrator x 1

Impact

Glyd is now used as a service for commuting in Mumbai, and has over 10k+ downloads, initially concentrated on certain areas, is soon to expand to more routes across Mumbai and other metropolitan cities in India.

Awards