Wing
Redesigned Bird’s mobile app to attract more riders and increase ride frequency.
Bird
3 Months
UX Researcher, UXUI Designer
Figma
BACKGROUND
Bird is a pioneer in micromobility, offering stationless shared e-scooters and e-bikes through their app for quick, short trips. As cities grow denser, Bird sees an opportunity to make their sustainable and accessible urban transportation options not just a tool but a lifeline, particularly in neighborhoods with limited transit access. The challenge is to evolve their mobile experience to better connect with riders, attract new users, and inspire more frequent rides.
CHALLENGES
1
Delight the Experience
How might we make every step, from registration, unlocking, riding, navigating to parking, feel seamless and enjoyable?
2
Grow the Habit
How might we inspire new users to view micromobility not just as a one-time option but as part of their everyday lives?
3
Earn the Loyalty
In a market crowded with competitors offering similar services, how might Bird stand out and build lasting connections with riders?
4
Test Quickly
How might we design solutions that can be prototyped and piloted on a small scale with minimal technology?
FIELD RESEARCH
To see shared e-scooters and e-bikes through the users’ eyes, we visited several stations, observed how people used them, spoke with a few riders about their experience, and took a ride myself.
Only a few people were using shared e-scooters and e-bikes, and most trips were brief. Many were left parked casually, even outside the marked lines, rather than in designated spots, sometimes blocking pedestrian walkways.
At the start of my ride, a sudden burst of speed caught me off guard and made me question how it might affect a rider’s sense of safety. I realized many potential users might be discouraged if the ride feels too fast.
INTERVIEW
Based on insights from on-the-road interviews during our field research, we created a set of cards to explore the reasons behind low usage. We interviewed 18 people of different ages, genders, occupations, and locations, using the cards to guide the conversation.
“I never use shared e-bikes. There’s no need for me to, and I think it’s really dangerous to ride in New York City because of the traffic... I don’t know the neighborhood. What if it’s unsafe?”
“I have ridden a few times with my friend for fun. It’s something for weekends, not weekdays.”
"My dad really enjoyed riding and always invited me to ride with him when I was young... I usually ride an e-bike to explore a new city when I’m traveling."
Non-riders often cited safety as their biggest worry, from traffic hazards like cars and poor road conditions to environmental factors such as dim lighting and unfamiliar locations.
Most riders simply choose the available service nearby, prioritizing convenience over brand. Few expressed any attachment to a specific provider, and many barely notice which company’s e-bike or e-scooter they use.
Many people don’t see a situation where they would need a shared e-scooter or e-bike. Regular users often ride to join friends or family, or for commuting convenience, which motivates them to use the service.
COMPETITIVE RESEARCH
We examined major micromobility brands, including Lime, Citibike, and Veo. All of them, including Bird, offer similar products and pricing, with little focus on building a sense of belonging or helping users feel truly safe before and during rides. Most only provide a basic introduction on how to use e-scooters and e-bikes.
KEY INSIGHTS
Safety concerns strongly affect people’s willingness to try shared e-bikes, but riding with others can make them more open to it.
A lack of clear personal use cases means people can’t easily see when they would use a shared e-bike, so they rarely consider it in their daily lives.
Because Bird’s service is similar to that of competitors, it’s easy to lose current users and difficult to build customer loyalty.
OPPORTUNITIES
How might we naturally improve safety throughout the entire trip to give users more confidence?
How might we differentiate ourselves from other brands to build customer loyalty?
How might we create compelling use cases to engage new users and encourage more frequent use?
IDEATION
We brainstormed ideas together and evaluated them on a whiteboard. Each team member contributed 2 ideas, and we combined the strongest elements. We then mapped out the user flow, streamlined the process, and embedded safety and connection into the experience. This led us to two final concepts: Safety-First Navigation and Community Connection.
The navigation feature offers in-app route suggestions that prioritize safer paths and alerts riders to potential hazards before their trip begins.
The community feature lets riders join local clubs or events, find people to ride with, and share traffic and safety tips.
Through engaging community events, we invite new users to try Bird and help them build confidence by riding with others. These safe, positive experiences can encourage them to ride independently in the future. Safety-first navigation supports them when riding solo, while personalized ride suggestions and membership options help build a long-term riding habit. Together, these solutions directly address the main adoption barriers — safety concerns and low engagement — while differentiating Bird from competitors and fostering customer loyalty.
LOW FIDELITY
Based on our Safety-First Navigation ideas, I developed the navigation feature in the app and created low-fidelity wireframes along with a clickable prototype for usability testing.
Based on our Community Connection ideas, I developed the community feature in the app. One key discussion was whether to use a chat box or a post format. Since our goal was to build connections both between users and with Bird, we chose the chat box.
USABILITY TEST
I tested my low-fidelity clickable prototype with real users and stakeholders to evaluate the user flow and page structure.
Text-only destination results can be confusing. Showing locations on a map alongside the results will help users confirm the correct destination.
Categorize different types of destinations, such as restaurants, museums, and public transportation stations. This can help Bird understand which destinations are most popular with users, guiding decisions on where to place more e-bikes and docking spots.
On the route suggestion page, the route cards are too small, which may make it difficult for users to compare and select a route. Larger card sizes will improve readability and help users make decisions more easily.
HIGH FIDELITY
When searching for a destination, the app displays all related locations on a map to help users identify the one they want. Users can view key details, such as opening hours and basic information. Locations are categorized by icons for easy recognition.
Based on the user’s current location and destination, the app suggests route options, such as a safe route and a quick route. Dangerous areas are highlighted on the map, and clicking an icon reveals additional details in a tooltip.
After the user chooses a route, they scan a QR code to unlock the e-bike. A pop-up window alerts them if the e-bike is broken, has a low battery, or has any other issue.
Users pay a $1 deposit to unlock the e-bike. For first-time users, the app only displays the payment and deposit explanation. For returning users, it suggests purchasing a membership to waive the deposit, while still allowing the $1 option. Based on their choice, the charging information will differ on the next page.
During the trip, navigation integrates with other map services, such as Apple Maps or Google Maps. The app prompts users to choose a service and opens the selected app directly.
At the end of the trip, the app asks users to park in a designated spot and uses the phone camera to verify. It then celebrates the successful completion of the trip and shows a payment receipt.
After payment, the app suggests different membership discounts based on the user type. First-time users are offered a discounted one-week membership if they complete a specific task. While returning users receive a discount on a one-month membership. This approach encourages new users to ride more regularly and helps retain existing users.
In the ‘My’ page, the app features a community area where Bird organizes riding events to attract new users and promote the brand. Participants can ride with others, build confidence in using an e-bike, and have fun.
There are also clubs created by Bird, organizations, and individuals that users can join. These clubs help users build connections, find useful traffic information, or organize group rides. Bird safeguards users’ important personal information and ensures that all chat box content is legal and appropriate.
PROTOTYPE
KEY TAKEAWAY
This was my first time completing the entire UX/UI design process on my own. Although I had three teammates, we divided the work, and I took full responsibility for the UX/UI design. This experience gave me the opportunity to apply my knowledge and further strengthen my skills.
In this project, I worked closely with real stakeholders throughout the entire process, from problem discovery to usability testing to high-fidelity design. We met five times to discuss the problems we identified and to develop design solutions. I also gathered insights from real users to ensure these problems were true pain points. This was a valuable and rewarding experience.
I integrate business considerations into the design process. Previously, my focus was primarily on design thinking and user experience. In this project, I balanced user needs with business goals, ensuring the design not only delivered a great experience but also supported overall business success.