Automotive
Mobile app
June 2022
Bridging tradition and innovation: A connected ecosystem for Royal Enfield riders
Bridging tradition and innovation: A connected ecosystem for Royal Enfield riders
Automotive
Mobile app
June 2022
Bridging tradition and innovation: A connected ecosystem for Royal Enfield riders
OVERVIEW
Opportunity
Royal Enfield needed a new mobile app to match the advanced infotainment systems in their latest motorcycles while also serving riders of older models.
Royal Enfield needed a new mobile app to match the advanced infotainment systems in their latest motorcycles while also serving riders of older models.
Problem
User research showed that the outdated app was failing to meet riders' needs and put the brand at a disadvantage compared to competitors.
User research showed that the outdated app was failing to meet riders' needs and put the brand at a disadvantage compared to competitors.
Solution
Our solution was a redesigned app that connects seamlessly to the bike, enabling features like music control, navigation, route planning, and community engagement, delivering a modern and unified experience for all Royal Enfield riders.
Our solution was a redesigned app that connects seamlessly to the bike, enabling features like music control, navigation, route planning, and community engagement, delivering a modern and unified experience for all Royal Enfield riders.
Role
UX Design, Visual Design, User research, Heuristic analysis, Information architecture
Team
Venky Hariharan, Ankur Sarkar, Rewa Ketkar, Harikumaran, Ranjith
OVERVIEW
Opportunity
Royal Enfield needed a new mobile app to match the advanced infotainment systems in their latest motorcycles while also serving riders of older models.
Problem
User research showed that the outdated app was failing to meet riders' needs and put the brand at a disadvantage compared to competitors.
Solution
Our solution was a redesigned app that connects seamlessly to the bike, enabling features like music control, navigation, route planning, and community engagement, delivering a modern and unified experience for all Royal Enfield riders.
Role
UX Design, Visual Design, User research, Heuristic analysis, Information architecture
Team
Venky Hariharan, Ankur Sarkar, Rewa Ketkar, Harikumaran, Ranjith
CONSIDERATIONS
Integrating Google Navigation SDK following proper UX guidelines
Integrating Google Navigation SDK following proper UX guidelines
Upholding community engagement at the heart of the solution
Upholding community engagement at the heart of the solution
Smooth onboarding experience and app-motorcycle connectivity
Smooth onboarding experience and app-motorcycle connectivity
Incorporating brand loyalty and heritage into the interface design
Incorporating brand loyalty and heritage into the interface design
CONSIDERATIONS
Integrating Google Navigation SDK following proper UX guidelines
Upholding community engagement at the heart of the solution
Smooth onboarding experience and app-motorcycle connectivity
Incorporating brand loyalty and heritage into the interface design
PROJECT HIGHLIGHTS
PROJECT HIGHLIGHTS
A tailored experience for the old and the new
A tailored experience for the old and the new
A dynamic homescreen adapts to the connected motorcycle model, providing riders with relevant features and information. It also offers an overview of all app features, ensuring visibility and easy access directly from the homescreen.
A dynamic homescreen adapts to the connected motorcycle model, providing riders with relevant features and information. It also offers an overview of all app features, ensuring visibility and easy access directly from the homescreen.
New motorcycles with infotainment systems
Older motorcycles without infotainment systems
A tailored experience for the old and the new
A dynamic homescreen adapts to the connected motorcycle model, providing riders with relevant features and information. It also offers an overview of all app features, ensuring visibility and easy access directly from the homescreen.
New motorcycles with infotainment systems
Older motorcycles without infotainment systems
Navigating with complete autonomy
Navigating with complete autonomy
Riders can create, record, and save custom routes, as well as explore curated scenic routes shared by the community. Safety features, including live location sharing, keep riders connected and secure throughout their journey.
Riders can create, record, and save custom routes, as well as explore curated scenic routes shared by the community. Safety features, including live location sharing, keep riders connected and secure throughout their journey.
Riders can customize their routes by adding stops
Riders can select scenic routes curated by other riders or the Royal Enfield team
Navigating with complete autonomy
Riders can create, record, and save custom routes, as well as explore curated scenic routes shared by the community. Safety features, including live location sharing, keep riders connected and secure throughout their journey.
Riders can customize their routes by adding stops
Riders can select scenic routes curated by other riders or the Royal Enfield team
Seamless pairing for both owners and renters
Seamless pairing for both owners and renters
Riders can effortlessly connect to the infotainment system and various accessories, with status updates visible in the navigation module. They can also seamlessly connect to rental or borrowed motorcycles during community rides.
Riders can effortlessly connect to the infotainment system and various accessories, with status updates visible in the navigation module. They can also seamlessly connect to rental or borrowed motorcycles during community rides.
Owners can connect easily to their infotainment device with the app
Renters can connect using an authorized motorcycle VIN and a passcode
Seamless pairing for both owners and renters
Riders can effortlessly connect to the infotainment system and various accessories, with status updates visible in the navigation module. They can also seamlessly connect to rental or borrowed motorcycles during community rides.
Owners can connect easily to their infotainment device with the app
Renters can connect using an authorized motorcycle VIN and a passcode
Behind the scenes
Behind the scenes
Behind the scenes
UNDERSTANDING THE COMPETITOR LANDSCAPE
We studied the apps of Royal Enfield’s global and Indian competitors to understand their features & flows, accessibility, information hierarchy and overall experience.
We studied the apps of Royal Enfield’s global and Indian competitors to understand their features & flows, accessibility, information hierarchy and overall experience.
Through this process, we were able to gain a deeper understanding of how the product is perceived and used in real-world scenarios.
Through this process, we were able to gain a deeper understanding of how the product is perceived and used in real-world scenarios.
UNDERSTANDING THE COMPETITOR LANDSCAPE
We studied the apps of Royal Enfield’s global and Indian competitors to understand their features & flows, accessibility, information hierarchy and overall experience.
Through this process, we were able to gain a deeper understanding of how the product is perceived and used in real-world scenarios.
UNDERSTANDING THE RIDERS
We conducted interviews with several Royal Enfield riders to gain valuable insights into their usage patterns and the relationship they have with their motorcycles.
We conducted interviews with several Royal Enfield riders to gain valuable insights into their usage patterns and the relationship they have with their motorcycles.
Through this process, we were able to gain a deeper understanding of how the product is perceived and used in real-world scenarios.
Through this process, we were able to gain a deeper understanding of how the product is perceived and used in real-world scenarios.
UNDERSTANDING THE RIDERS
We conducted interviews with several Royal Enfield riders to gain valuable insights into their usage patterns and the relationship they have with their motorcycles.
Through this process, we were able to gain a deeper understanding of how the product is perceived and used in real-world scenarios.
ARCHETYPES IDENTIFIED
The Commuter
Values convenience and easy navigation for their daily commute. They prioritize practicality and functionality in their motorcycle choice while also being attracted to the sense of community that being a Royal Enfield rider offers. They are intrigued by the brand's unique culture and camaraderie and wish to actively participate in it.
The Adventurer
Embarks on long rides, either alone or with like-minded riders, actively engaging with fellow enthusiasts and staying updated on Royal Enfield community news and trends. They prioritize safety and reliability, taking diligent care of their motorcycle and ensuring it is equipped with the necessary tools for a comfortable and secure journey.
The Explorer
Seeks the thrill of challenging terrains and enjoys pushing their limits through exciting adventures. They take charge in arranging events and rides for the Royal Enfield community, valuing the ability to easily curate and share routes with others. Due to their frequent ventures into remote areas with limited internet access, they prioritize navigation features that function without relying on internet connectivity.
ARCHETYPES IDENTIFIED
The Commuter
Values convenience and easy navigation for their daily commute. They prioritize practicality and functionality in their motorcycle choice while also being attracted to the sense of community that being a Royal Enfield rider offers. They are intrigued by the brand's unique culture and camaraderie and wish to actively participate in it.
The Adventurer
Embarks on long rides, either alone or with like-minded riders, actively engaging with fellow enthusiasts and staying updated on Royal Enfield community news and trends. They prioritize safety and reliability, taking diligent care of their motorcycle and ensuring it is equipped with the necessary tools for a comfortable and secure journey.
The Explorer
Seeks the thrill of challenging terrains and enjoys pushing their limits through exciting adventures. They take charge in arranging events and rides for the Royal Enfield community, valuing the ability to easily curate and share routes with others. Due to their frequent ventures into remote areas with limited internet access, they prioritize navigation features that function without relying on internet connectivity.
The relationship between a rider and their Royal Enfield motorcycle is a deeply personal and meaningful one. From personalization and maintenance to long-distance travel and community involvement.
The relationship between a rider and their Royal Enfield motorcycle is a deeply personal and meaningful one. From personalization and maintenance to long-distance travel and community involvement.
PRIMARY INSIGHTS
Royal Enfield is more than just a motorcycle
Royal Enfield is more than just a motorcycle
Royal Enfield riders share a deep loyalty to the brand, with a vibrant community that fosters pride and connection among enthusiasts.
Royal Enfield riders share a deep loyalty to the brand, with a vibrant community that fosters pride and connection among enthusiasts.
Discoverability of features and capabilities is key
Discoverability of features and capabilities is key
Understanding that quick access to app features was essential for Royal Enfield riders on the road, our team prioritized a clear, streamlined structure for the app’s modules and information.
Understanding that quick access to app features was essential for Royal Enfield riders on the road, our team prioritized a clear, streamlined structure for the app’s modules and information.
Design with all models and riders in mind
Design with all models and riders in mind
With the infotainment device launching on new motorcycles, it was essential to design an app that provides a seamless experience for all riders, including those with older models.
With the infotainment device launching on new motorcycles, it was essential to design an app that provides a seamless experience for all riders, including those with older models.
PRIMARY INSIGHTS
Royal Enfield is more than just a motorcycle
Royal Enfield riders share a deep loyalty to the brand, with a vibrant community that fosters pride and connection among enthusiasts.
Discoverability of features and capabilities is key
Understanding that quick access to app features was essential for Royal Enfield riders on the road, our team prioritized a clear, streamlined structure for the app’s modules and information.
Design with all models and riders in mind
With the infotainment device launching on new motorcycles, it was essential to design an app that provides a seamless experience for all riders, including those with older models.
DEFINING THE DIGITAL EXPERIENCE
After conducting research and evaluations, we established a set of guidelines that provide a broad definition of the app's user experiencewith the aim to serve as the foundation for all their digital products in the future.
After conducting research and evaluations, we established a set of guidelines that provide a broad definition of the app's user experiencewith the aim to serve as the foundation for all their digital products in the future.
01
Brand alignment in the digital realm
Brand alignment in the digital realm
02
An Ally for all riders
An Ally for all riders
03
Customization & Shopping
Customization & Shopping
04
Convenience through discoverability
Convenience through discoverability
05
Rewards to engage and involve riders
Rewards to engage and involve riders
06
Support and Safety on the go
Support and Safety on the go
DEFINING THE DIGITAL EXPERIENCE
After conducting research and evaluations, we established a set of guidelines that provide a broad definition of the app's user experiencewith the aim to serve as the foundation for all their digital products in the future.
01
Brand alignment in the digital realm
02
An Ally for all riders
03
Customization & Shopping
04
Convenience through discoverability
05
Rewards to engage and involve riders
06
Support and Safety on the go
ADDITIONAL FEATURES
Record, save and share routes to the community
Safety features on the road
Sharing live location to make group rides easy
ADDITIONAL FEATURES
Record, save and share routes to the community
Safety features on the road
Sharing live location to make group rides easy
REFLECTIONS
Balancing user needs with engineering constraints
Balancing user needs with engineering constraints
User research helped bridge engineering limitations and user expectations, allowing us to find solutions that met both client and rider needs.
User research helped bridge engineering limitations and user expectations, allowing us to find solutions that met both client and rider needs.
Adapting to new tools: Integrating Google Nav SDK
Adapting to new tools: Integrating Google Nav SDK
Researching the Google Nav SDK's features enabled effective team communication and collaboration with the client to create a tailored navigation experience.
Researching the Google Nav SDK's features enabled effective team communication and collaboration with the client to create a tailored navigation experience.
Building a streamlined design strategy
Building a streamlined design strategy
A systematic approach to design helped us gather insights, present evidence, and refine the product by cutting unnecessary elements, resulting in a focused, user-centered outcome.
A systematic approach to design helped us gather insights, present evidence, and refine the product by cutting unnecessary elements, resulting in a focused, user-centered outcome.
REFLECTIONS
Balancing user needs with engineering constraints
User research helped bridge engineering limitations and user expectations, allowing us to find solutions that met both client and rider needs.
Adapting to new tools: Integrating Google Nav SDK
Researching the Google Nav SDK's features enabled effective team communication and collaboration with the client to create a tailored navigation experience.
Building a streamlined design strategy
A systematic approach to design helped us gather insights, present evidence, and refine the product by cutting unnecessary elements, resulting in a focused, user-centered outcome.
Currently open to work.
Let's connect!
Design and content by Rewa Ketkar © 2024
rewaketkar@gmail.com
Currently open to work.
Let's connect!
Design and content by Rewa Ketkar © 2024
rewaketkar@gmail.com
Currently open to work.
Let's connect!
Design and content by Rewa Ketkar © 2024
rewaketkar@gmail.com