EWE UX Case Study


EWE is targeting B-grade cities with its electronic two-wheeler for daily commuters. Soon it is going to launch its app on the play store. Need to define its design strategy for the app keeping the business perspective in check.

Place 🏙

Development in Patna is pacing up. 3 IT parks are being constructed, along with the development of the metro is also in progress. With the presence of IT parks residents of Bihar might migrate from metro city to their hometown. Also, the crowd will come from the outside which will allow providing commuting services. Especially the last mile connectivity as the last metro station is still 4 km away from IT Park.

Competitive Analysis 🚩

Opportunities based on Competitive analysis -

  • Social Login can ease user onboarding.
  • Like Redbus adds the option for insurance it can be implemented here as well.

User Research 🙂


Age — 27 | Male 👨‍💼

He works in Capgemini at Whitefield Banglore. His office is 4kms away from stay. For traveling he uses the metro and public transport.

He is going to be married in 2021. His hometown is in Patna. And he’s going to live in Patna once the office is shifted at Garadnibag. So, that he can live close to his parents. The office will be situated on the outskirts of Patna. After the last metro station, he will need to cover 3 km for the office. He believes in sustainable living.


  • To reach office at minimal cost
  • To reach the destination while maintaining peace of mind.

Pain Points

  • Cab Cancelation by the driver during rush hour.
  • Get stuck on busy road results in a cost raise and wastage of time.


Age — 28 | Female 👩‍🎨

She is a Fashion Management alumni from NIFT of the year 2018. Currently, she is being incubated by NIFT for her startup idea where she is going to work with local artisans for products. During this time she needs to travel to various places for sourcing related things.


  • To reach the destination in time.
  • Cut down expenses on the daily commute.

Pain Points

  • Gets late and tired.
  • Wastage of time while waiting for auto/bus/cab.
  • Invasion of personal space in a shared cab.

Some more pains found in random conversation

  • During rush hour, I got a faulty vehicle sometime, I reported this, the vehicle still shows on the map, and another user book it again and goes through the same situation.
  • Sometimes will show you that you can ride up to 10 km with 35% battery, but the vehicle stops after 2–3 km.

User Flow ➡

I developed a flow that allows for a seamless and cohesive user experience without dead ends. The main intent was to reduce the number of decisions to complete the task.

Edge Cases❗

  • Bike battery low when trip paused.
  • No bike at the user location.

Error Cases❌

  • Invalid id/password
  • Invalid location

Information Architecture🔠

Ideation & Wireframes ✏

With the gathered information, I started to make wireframes on paper to explore quick ideas and iterate.

Visual Experience Design📱

Earlier for the client, I have worked on its brand manual and website. Follow the link to see the project.

EWE Branding: https://www.behance.net/gallery/93595275/ewe

Before starting VD for the app I considered few things, which are:

Outdoor Usage 🌞

The users might use the app outdoors. The sun’s rays will reflect on the screen. So I decided to make a light theme with bright colors for its components.

Stress Usage 🕗

Users might be using the app in a hurry or while moving. So I wanted to make the communication consistent and easy to understand.

Rule of thumb👍

I kept the buttons within thumb reach. While keeping the buttons a little distant and small, so that users won’t cancel by mistake. The cancel button is yet reachable to give freedom to users.

F Pattern 📄

The F-pattern is rooted in the way we read — left to right. I put the relevant information like battery stats of the bike on the left as it’s an important factor while selecting a bike.

Padding, Gutter & Button Height📏

While taking reference from material design I kept the padding and gutter of 16px. The minimum button height is 36px so that it is easily actionable.

Atomic Design ⛓

I used Brad Frost’s Atomic Design Method so that everything can be arranged easily for further documentation and iteration in the future.

Business Perspective🧩

  • Ewe has four types of vehicles for commuters. For phase 1 of the app, only EWE bikes are used for the product. Not only this will be cost-effective but also since there’s a Covid situation, helmets can’t be shared. In metro cities, people carry their helmets while using the service. The top speed of the EWE Economic Bike is 25 km. So there’s no need for a helmet. Also, it’s a hassle for users as well to carry a helmet. Also with scooters users need to verify their license but here they can use it without a license easily. Also it will remove one step from the user journey to get the bike and removing one step will add value since users might be in a hurry to get the bike. This move will save money for the organization, create a smooth experience for the users and with further time this will bring user data so that will help in rolling out the next phase.
  • Through refer and earn we can increase the customer base while gamification will increase engagement.
  • On an economic level, it will be better for the organization to allow users to access and leaving bikes from EWE Stations. In the next phase freedom to leave and pick a bike can be given based on user behavior, business expansion, and competition.
  • Installing a sanitizer in bikes during covid will earn respect from the customers for the brand. Motivating them to follow the guidelines will set the brand image as caring for the users, which is good for the brand in the long run.

Future Scope🚀

  • B-grade cities have users of different backgrounds. Based on the regional background the app can include a multilingual approach to increase the customer base.
  • The short-term memory records information for 20 seconds. To move the information from long-term memory things need to be rehearsed or there needs to be an impact while the information is being recorded. To create that impact we need to add delight. Adding micro-interactions and motion graphics will add value to an ocular sense. Adding audio feedback might not add value that much as users might use the app in traffic. But giving soft haptic feedback can work. This will create an impact to remember the experience after use.

Reflections & Learnings🏆

EWE was our client back in 2019 at Ivory Group. We delivered the brand manual and website to the brand, due to some reasons the project was stopped in the middle. I was connected with the concept of the app and personally wanted to work on it. I was having a discussion with my friends about the recent development of IT parks and Colleges in my home town, the way it will develop the place. So I started working on the app while keeping the MVP approach. It gave me an understanding of why the MVP approach is important. Also, I was able to get a good understanding of design systems as well.

Thank you for reading. For my work and social profiles visit: https://linktr.ee/amit12113



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