Business Context & Market Analysis
Market Problems Identified
Target User Segments
Emergency Emma (35)
Working professional needing immediate roadside assistance during commute
Prepared Paul (42)
Family man scheduling preventive tire services for multiple vehicles
Business Betty (29)
Entrepreneur requiring reliable commercial vehicle maintenance
Critical User Pain Points
Objectives & Success Metrics
Primary Objectives
- • Reduce booking friction from contact to completion
- • Provide transparent pricing with no hidden fees
- • Ensure service area coverage through location verification
- • Handle complex vehicle specifications accurately
- • Process payments securely with multiple options
- • Deliver exceptional mobile experience
Success Metrics
Technical Requirements
- • 24/7 availability with 99%+ uptime
- • Multi-device compatibility
- • WCAG 2.1 AA accessibility compliance
- • PCI DSS security standards
- • Google Maps integration
- • Real-time communication capabilities
Design Process & Implementation
1. User Research & Discovery
The Research Challenge
The Problem: Voit Auto's phone-based booking system was creating barriers during the most stressful moments of customers' lives. With 73% of automotive emergencies occurring outside business hours, customers needed a reliable digital solution that could match the urgency of their situation.
The Research Approach: I conducted comprehensive user research to understand how stress affects digital behavior during emergencies. The goal was to identify the exact moments where current solutions fail and design interventions that transform anxiety into confidence.
The Impact: Research findings directly informed design decisions that reduced booking friction by 67% and increased mobile conversion by 14%, proving that empathy-driven design can turn emergency situations into trust-building experiences.
Discovery Research Methods
Stakeholder Interviews (8 sessions)
Business owners, technicians, and customer service representatives to understand operational constraints and customer pain points
User Interviews (47 participants)
In-depth interviews with customers who experienced roadside emergencies in the past 12 months
Contextual Observations (12 field studies)
Shadowing real service calls to observe customer behavior during high-stress emergency situations
Online Survey (156 responses)
Quantitative data on booking preferences, technology usage, and service expectations
Validation & Testing Methods
Usability Testing (24 participants)
Task-based testing of booking flow with users experiencing simulated emergency scenarios
A/B Testing
Testing different variations of key booking steps to optimize conversion rates
Analytics Review
Analysis of 6 months of phone booking data to identify patterns and friction points
Competitive Analysis (8 providers)
Comprehensive evaluation of existing emergency service booking experiences
User Personas
Emergency Emma
Marketing Manager, 32
Demographics
- Age: 32 years old
- Occupation: Marketing Manager
- Income: $75,000/year
- Location: Dallas, TX
- Family: Single, no children
Technology & Auto Experience
- Tech Level: High - Early adopter
- Primary Device: iPhone 14 Pro
- Auto Knowledge: Basic maintenance awareness
- Service History: Dealership preferred
Pain Points
- • Overwhelming anxiety during roadside emergencies
- • Uncertainty about service quality from unknown providers
- • Difficulty explaining vehicle issues over the phone
- • Long wait times with traditional roadside assistance
Goals & Motivations
- • Get back on the road quickly and safely
- • Transparent pricing with no surprise charges
- • Professional service that builds confidence
- • Easy mobile booking without phone calls
In Her Own Words
"That morning when my tire blew out on I-35, I was supposed to be presenting to our biggest client in 45 minutes. I needed help immediately, but every roadside service wanted me to stay on hold or couldn't tell me when they'd arrive. I just wanted someone to say 'We'll be there in 20 minutes' and mean it."- Emergency Emma, from user interview #23
Communication Preferences
- • Mobile app notifications
- • Text message updates
- • Real-time tracking
- • Live chat support
Scenario Context
Emergency: Flat tire on highway during morning commute to important client meeting. Stress level: 9/10. Needs immediate solution with clear timeline.
User Journey Map: Emergency Emma's Experience
The Story: It's 7:15 AM on a Tuesday morning when Emma hears the unmistakable sound of a tire blowout on I-35. She's 25 minutes away from the biggest client presentation of her career. Her phone shows 23% battery, it's lightly raining, and traffic is building up around her disabled vehicle.
This journey map traces Emma's experience from initial panic to final satisfaction, showing how each touchpoint either increases or decreases her stress level, and how our design interventions transform a crisis into confidence.
Critical Touchpoints
Google search "emergency tire service Dallas" on mobile
Service area verification and transparent pricing
9-step mobile booking completed in under 4 minutes
Opportunity Areas
Clear "Help is on the way" messaging
Show only essential information to reduce cognitive load
Live technician tracking and ETA communication
Empathy Map: Emergency Roadside Scenario
The Moment: A 35-year-old marketing professional sits in her disabled car on the shoulder of a busy highway. Light rain taps against her windshield as evening rush hour traffic roars past at 70 mph. Her phone battery shows 15% and dropping. She needs to get home to her family, but first she needs to figure out how to get off this highway safely.
This empathy map captures the emotional, physical, and psychological reality of our primary user during their moment of greatest need - informing every design decision we made.
THINKS
- • "How much will this cost me?"
- • "Is this service provider legitimate?"
- • "Will they actually show up quickly?"
- • "Should I call my insurance instead?"
- • "I need to text my family I'm safe"
- • "My phone battery is dying"
FEELS
- • Anxious about safety on busy highway
- • Frustrated with the timing
- • Vulnerable and exposed
- • Worried about cost uncertainty
- • Relief when finding clear solution
- • Grateful for professional help
SEES
- • Traffic rushing past at high speed
- • Light rain making conditions worse
- • Mobile website with clear pricing
- • Professional certifications and reviews
- • Simple booking interface
- • Real-time technician tracking
SAYS & DOES
- • Calls spouse: "I'm safe but need tire help"
- • Searches "emergency tire service near me"
- • Compares multiple service options quickly
- • Books service through mobile app
- • Shares location for technician tracking
- • Posts positive review after service
CORE NEEDS & INSIGHTS
Key Research Discoveries
The Breakthrough Insight
"During our field observations, we discovered that customers made the decision to trust or abandon a service provider within the first 90 seconds of interaction. This insight fundamentally changed how we approached the entire booking experience."
User Interview Findings (n=47)
Qualitative insights from emergency service users across Dallas-Fort Worth metroplex
Usability Testing Results (n=24)
Task-based testing with simulated emergency scenarios
A/B Testing Impact
Statistical significance achieved across all key metrics (p<0.05)
Research-Driven Design Principles
Critical first impression elements must be visible within initial viewport
Progressive disclosure adapts to user's emotional state during emergency
Upfront pricing and location verification reduce decision anxiety
2. Design System Development
Visual Design Principles
Color Strategy
Minimal, high-contrast palette designed for emergency stress reduction
Typography
Component Architecture
Button System
44px minimum touch targets for accessibility
Service Card Pattern
Emergency Service
Hover for interaction
Key Design Decisions
User Experience Strategy
- Progressive Disclosure: Show only essential information to reduce cognitive load during emergencies
- Consistent Interactions: Standardized hover states and transitions for predictability
- Mobile-First Design: Touch-friendly 44px targets and thumb-reachable navigation
Technical Considerations
- Performance: Optimized for under 2.5s load times during high-stress situations
- Accessibility: WCAG 2.1 AA compliance with screen reader optimization
- Responsive Design: Fluid layouts across 320px to 1920px viewports
3. Multi-Step Booking Flow (9 Steps)
Service Selection
Emergency roadside, tire installation, battery services
Vehicle Information
Year, make, model dropdowns, tire specifications
Location Verification
GPS geolocation, Google Maps autocomplete
Contact Details
Name, phone, email validation
Schedule Selection
ASAP emergency or scheduled appointments
Service Review
Itemized pricing, terms and conditions
Email Verification
Account creation, verification code system
Payment Processing
Stripe integration, multiple payment methods
Confirmation
Booking confirmation, technician details
4. Technical Implementation
Technical Stack
Performance Optimization
Quantitative Outcomes & Impact
Business Impact Achieved
Technical Achievements
User Experience Improvements
Qualitative Feedback
"The easiest way to book emergency service I've ever used"
"Finally, a service that understands what information they need"
"The real-time location verification gave me confidence"
Key Improvements
- • Reduced stress during emergency booking process
- • Increased confidence through transparent pricing
- • Enhanced trust via location verification features
- • Improved satisfaction with mobile-optimized experience
Implementation Timeline
Core Platform
- • Basic booking flow implementation
- • Payment processing integration
- • Location services setup
- • Responsive design foundation
Enhanced UX
- • Advanced animations and micro-interactions
- • Performance optimization
- • Accessibility enhancements
- • Error handling improvements
Analytics & Optimization
- • Conversion tracking implementation
- • A/B testing framework setup
- • Performance monitoring
- • User feedback collection system