FLUX is an all-inclusive monthly car subscription service that provides its members with several exciting functions. The company offers access to a curated collection of quality cars, the ability to swap cars, insurance, warranty and road tax services, maintenance, and flexible contract durations.
Our main goal was to design the first multi-brand, convenient, and easy-to-use web car subscription service in Malaysia from scratch. Since the initial request was to launch a new service, we needed to create an MVP to test a new business idea before the client released a final product.
Furthermore, we knew the trust would be a staple constituent of the project’s success. For that reason, we needed an effective solution to build that trust. At FLUX, cars are being inspected regularly, and after each inspection, the service adds new photos of the interior and exterior to make sure customers are fully aware of car condition and any defects, if applicable. And, it was vital to design a user-friendly platform that would excite people and, on the other hand, provide comprehensive and transparent information about car listings and inspections.
Another critical task was to build an intuitive and easy-to-use admin panel to increase the efficiency of FLUX’s staff members so they could keep control over the service without any professional aid.
We had several design sprints and daily stand-up meetings with the client. That helped ensure the on-time release of an MPV and seamless workflow to achieve excellent results. The client was a decision-maker, still trusting our team when making decisions concerning the design part.
At Ester, we know that qualified UX research means not only a good design but also smooth communication between the company and its clients, leveraging the clientele’s loyalty. Thus, we started with UX research to gather valuable data and feedback from the target audience and lay a solid groundwork for the following steps. Meanwhile, we also created a detailed plan for the design process to enable the development team to start ASAP. Such workflow clarity allowed us to rapidly complete the design stage within three months from the idea to the final prototype.
Once the basics were covered, we moved on to user journey mapping to help us visualize the member experience when on FLUX. While creating the checkout flow, we needed to make the process smooth. To achieve that, the Ester team identified key points and actions users would take, from selecting the subscription plan, signing in, or logging in to verifying. By the end of the checkout, the clients were notified with two emails, one informing about a successful car reservation – the other asking to proceed with providing their ID. At that point, we decided to take ID flow beyond the checkout to optimize the user experience and avoid it being cluttered. Thus, we covered all possible options for seamless service usage, understanding, and addressing customer needs and pain points.
Then, we proceeded with the wireframe design to get a graphic representation of the FLUX service and its essential elements and pages. The car website included in-depth auto information, including its features, description, and other important data. Also, we added an Inspection Rating section that involved a detailed report with photos of the interior and exterior of the car, descriptions of any defects, and time stamps. That was aimed to boost transparency and trust within the potential customers, making the service look reliable.
The Ester team utilized FLUX’s brand guidelines as a base to create a consistent design system with beautiful, minimalist elements that were reusable. When crafting the icons, we chose commonly used signs that are instantly comprehensive and recognized by the audience. For credibility’s sake, we employed high-quality photos featuring the FLUX service in use. That naturally made the company look clear to the public, leaving positive impressions.
After the prototype stage, we conducted several user testing sessions to provide that the product was excellent and ready to launch. Developed with the user in mind, the admin panel also was proven to be efficient through multiple user tests, allowing the FLUX team to approve or reject subscriptions manually, manage inventory, and supervise members obeying the conditions and requirements. What is more, that required no specific training or professional aid, making the FLUX service completely autonomous.
The early launch of the most exciting FLUX platform in Malaysia led to the immediate interest of potential users. A leading global mobility solutions provider, Avis Budget Group Inc, stated that 51% of Malaysian respondents were likely to give up car ownership and opt for long-term car rental or subscription services if that was convenient and easy for them. Thus, FLUX was able to generate revenue from the first day of its launch. That is because the timing was perfect and the project implementation – consistent, effective, thus successful. Now the platform provides all-in-one car subscriptions services and efficiently manages car listings, being a highly reliable and trusted service provider within the Malaysia market.
We can’t always show you everything, but sometimes all you have to do is ask.