Branding & UX/UI Design
Project Scope
GOAT was a group project where we were to take the kickstarter GOAT and re-brand them, as well as design a website and mobile app. The focus of the project was to create a B2B app for the entrepreneurial side, where users can check their passive income status and manage their scooter fleet from their phone. Focus was heavily placed on the user experience and art direction.
This project was done with one other student, Keifer Willie. While we worked collaboratively on all the assets and brand development, I focused on web UX and the prototype, while Keifer focused on photography and the mobile app UX. The prototype was based on Keifer’s mobile app wireframes.
Branding
Who is GOAT?
GOAT is a dockless scooter company based in Austin, Texas that drives to help the community by providing a dockless scooter transportation system and lessen the amount of car traffic within the city. GOAT offers the community an opportunity to make passive income by managing their own fleet, with the help of their Fleet Management Platform mobile app. The name GOAT is an acronym for Greatest of All Time.
Logo & Branding
Currently, GOAT’s branding is not ascetically pleasing, and doesn’t stand out from other dockless scooter companies. We rebranded GOAT with a dark, sleek, and professional design to help them stand out from the competition, and be more visually appealing to business professionals.
The current logo (left) is okay but doesn’t really stand apart from the competition. With a name like GOAT, or Greatest of All Time, we decided to come up with a design that is not silly, but business professional. We strayed away from any kitschy designs and stuck with something polished and sleek.
Process
What does the GOAT app do?
In order to give users the ability to make passive income, GOAT allows fleet owners, or an owner of a set of dockless scooters, to rent out their scooters to the public in drop-off locations of their choosing. Fleet owners can go even further and employ chargers to pick up and drop-off scooters for charging and repair. The app is designed for fleet owners to quickly and seamlessly manage their fleet of dockless scooters, and connect to chargers directly from their mobile device.
In order to determine what features were necessary to both the user (fleet owner) and to the riders, we conducted research on competing scooter companies and the overall opinion of dockless scooters across Austin and California. We rebranded and created a campaign that focused around GOAT’s USP, which was the ability for users to generate passive income and manage their own fleet of dockless scooters. The website and dashboard were designed towards the B2B aspect, with the information being targeted towards users who are fleet owners. Many lo-fi and hi-fi wireframes and concepts were made in the exploration of this project.
GOAT Logo Exploration
Lo-fi Wireframe for the Dashboard
Website Layout & Page Exploration
Hi-fi Wireframes for Profile, My Stats, and Map; Made by Keifer Willie
Hi-fi Wireframes for Map; Made by Keifer Willie
UX/UI
Final Product
The GOAT website is designed to look polished and sharp. The app is more concise and aimed to be quickly scanned by fleet owners on-the-go, so they can quickly check their fleet and passive income status without being overwhelmed by non-important information. The overall design for the website and mobile app is sleek and easy to navigate through.
The Profile allows you to view your personal information, and rate chargers. The app allows chargers and fleet owners to rate each other based on experience and work ability. This also ensures both chargers and fleet owners are doing their duties effectively.
In the Map, fleet owners can create routes to pick up or drop off scooters, or send to a charger to do it for them. This also allows fleet owners to keep track of their scooters and know their location at all times. We reduced the amount of screens to as few as possible so fleet owners can quickly navigate and set up routes through the app.
GOAT provides fleet owners a dashboard that presents pertinent information and useful functions such as messaging, tracking for earnings, and information regarding chargers in a simple-to-use format.
