Semojo

Problem Statement

A few months ago I took the train to Yogyakarta. When I arrived, I wanted to rent a motorbike, but it turned out to be surprisingly hard: there weren't enough bikes, I didn't know where to rent one, and the requirements were strict. Semojo aims to make road trips in Yogyakarta easier, so travellers don't have to wait a long time for a bus or spend a lot on taxis, and aren't tied to someone else's schedule — whether they're planning a road trip, an expedition, or just riding around with friends. Today, they first have to take a bus into the city because the rental shops are in the city centre, then pick a vehicle, head back, gather their friends and only then carry on planning the trip. It takes far too much time.

Process

I followed the design thinking framework — empathise, define, ideate, prototype and test — to shape the product.

Make a research plan

I wrote a research plan to keep the project on track and make it easier to decide on the next steps.

Research questions

The interview questions dig deeper into each research objective. They were asked in Indonesian:

Identify the user

Following the research plan, I interviewed five people to understand the users better — all of them travellers who had visited Yogyakarta and rented a motorbike. I summarised the interviews and turned them into a user persona.

User persona

Define the user needs

To understand what users really need, I analysed the interviews to find the real problem and map their journey to Yogyakarta and through renting a motorbike. I used an affinity diagram to find the sources of frustration; once those were clear, I could plan a solution for each pain point.

The affinity diagram surfaced many insights, including technical issues the product can't fix. I focused only on the problems the product can actually solve.

A customer journey map visualises the steps people take to reach their goal.

The customer journey map also showed opportunities for the product and helped decide which features to build — each opportunity answers a problem users ran into.

Design process (ideate)

To help users get through the app, I designed the clearest possible user flow. To make development easier later on, I documented several flows as activity diagrams.

Wireframe

After defining the user flow, I built low-fidelity wireframes directly in Figma, which sped up the move to high-fidelity designs later.

The Design

Login & registration

Users register with their mobile number, which is also used for verification: a one-time code (OTP) keeps sign-in secure.

Main services in the navigation bar

Semojo has four main sections: Home, Orders, Chat and Account. The home page immediately suggests motorbike rentals near the area chosen on the start screen.

Location search

On this page, users simply search for where to pick up and return the motorbike, and choose the rental period.

Paying for the rental

To make paying easier, the payment page offers several options, such as cash, bank transfer and e-wallet.

Prototype

I built the prototype in Figma because it's simple and doesn't need any other software. You can try it through the link below.

Test

Usability testing (UT)

“Usability testing evaluates a product's solution by testing it with representative users, so the problems can be solved successfully.”

— Dibimbing class —

I tested the design with 5 participants using Maze. Five is the number Nielsen Norman Group recommends for this kind of test.

Thanks for reading — I hope the process above is useful to anyone working on a similar problem.