The brief
Loop’s hardware was solid; the app was the bottleneck. New riders abandoned onboarding at the payment step, and the ride flow generated more support tickets than any other surface. The brief: make the first ride effortless.
The approach
We shadowed riders at docking stations, then cut onboarding from nine screens to four. Payment moved after the first unlock — riders commit once the bike clicks free, not before. The map was redrawn around one question: where is the nearest bike that actually works?
The outcome
First-ride activation rose 64% and the app-store rating climbed from 3.6 to 4.8 stars. Loop logged 2.1 million rides in the year after relaunch — with a support queue half its former size.
