Building a rider-centric companion app for Royal Enfield
Building a rider-centric companion app for Royal Enfield
Building a rider-centric companion app for Royal Enfield
2022
2022
2022
Automotive
Automotive
Mobile app
Mobile app
Role
UX Designer
UX Designer
Skills
UX Design, Design Direction, Research, Prototyping, Stakeholder Management
UX Design, Design Direction, Research, Prototyping, Stakeholder Management
Team
Agency
1 Design Lead
2 UX Designers
2 UI Designers
Agency
1 Design Lead
2 UX Designers
2 UI Designers
Client
Hardware Engineering
Brand
Marketing
Client
Hardware Engineering
Brand
Marketing
OVERVIEW
OVERVIEW
Royal Enfield, known for its passionate rider community, was launching motorcycles with advanced infotainment systems. However, they had a large existing user base with older motorcycles lacking digital displays.
Royal Enfield, known for its passionate rider community, was launching motorcycles with advanced infotainment systems. However, they had a large existing user base with older motorcycles lacking digital displays.
Royal Enfield, known for its passionate rider community, was launching motorcycles with advanced infotainment systems. However, they had a large existing user base with older motorcycles lacking digital displays.
We designed an adaptive interface system that provides convenient connectivity and route navigation with safety features across all Royal Enfield motorcycles - old and new.
The app centers on community engagement through route discovery and sharing, offline navigation, and an integrated shop module for gear and accessories.
We designed an adaptive interface system that provides convenient connectivity and route navigation with safety features across all Royal Enfield motorcycles - old and new.
The app centers on community engagement through route discovery and sharing, offline navigation, and an integrated shop module for gear and accessories.
THE IMPACT
THE IMPACT
3x
3x
Increase in daily active users
Increase in daily active users
Increase in daily active users
90%
90%
Design retention in live product
Design retention in live product
Design retention in live product
My work on the project became the foundation for the final product, with the adaptive framework and community-first architecture remaining intact.
My work on the project became the foundation for the final product, with the adaptive framework and community-first architecture remaining intact.
"Onething navigated customer pathways and resonated with the core ethos of Royal Enfield. The team built experiences across touchpoints, united by a design system, ensuring brand consistency across all channels"
"Onething navigated customer pathways and resonated with the core ethos of Royal Enfield. The team built experiences across touchpoints, united by a design system, ensuring brand consistency across all channels"
Jatin Chhikara
Jatin Chhikara
Head - Digital Marketing, Royal Enfield
MY CONTRIBUTION
MY CONTRIBUTION
MY CONTRIBUTION
Inception to MVP hand-off - consisted of primary features and overall architecture
Inception to MVP hand-off - consisted of primary features and overall architecture
While I left the company for my master's program after this phase, the solution I designed with the team became the blueprint for the final launch of the app.
While I left the company for my master's program after this phase, the solution I designed with the team became the blueprint for the final launch of the app.
While I left the company for my master's program after this phase, the solution I designed with the team became the blueprint for the final launch of the app.
CONSIDERATIONS
CONSIDERATIONS
Through discovery workshops with stakeholders, we identified key constraints that shaped our design
Through discovery workshops with stakeholders, we identified key constraints that shaped our design
Through discovery workshops with stakeholders, we identified key constraints that shaped our design
Integrating Google Nav SDK while maintaining brand consistency
Integrating Google Nav SDK while maintaining brand consistency
Integrating Google Nav SDK while maintaining brand consistency
Upholding community engagement at the heart of the solution
Upholding community engagement at the heart of the solution
Upholding community engagement at the heart of the solution
Smooth onboarding experience and pairing across scenarios
Smooth onboarding experience and pairing across scenarios
Smooth onboarding experience and pairing across scenarios
Heritage-focused visual identity centered on adventure and community
Heritage-focused visual identity centered on adventure and community
Heritage-focused visual identity centered on adventure and community
RESEARCH FINDINGS
RESEARCH FINDINGS
Methods: Domain Research, Competitive Analysis, Qualitative User Reseach
Methods: Domain Research, Competitive Analysis, Qualitative User Reseach
The relationship between a rider and their Royal Enfield motorcycle is a deeply personal and meaningful one. From personalization and maintenance to long-distance travel and community involvement.
The relationship between a rider and their Royal Enfield motorcycle is a deeply personal and meaningful one. From personalization and maintenance to long-distance travel and community involvement.
The relationship between a rider and their Royal Enfield motorcycle is a deeply personal and meaningful one. From personalization and maintenance to long-distance travel and community involvement.
Facilitate rider connections
Facilitate rider connections
Facilitate rider connections
Riders want the ability to plan & share routes with each other and stay updated on community events
Riders want the ability to plan & share routes with each other and stay updated on community events
Riders want the ability to plan & share routes with each other and stay updated on community events
Trust in technology impacts willingness to explore
Trust in technology impacts willingness to explore
Trust in technology impacts willingness to explore
Riding in areas with poor connectivity requires safety features to be accessible and reliable offline
Riding in areas with poor connectivity requires safety features to be accessible and reliable offline
Riding in areas with poor connectivity requires safety features to be accessible and reliable offline
Riders often rent motorcycles for trips
Riders often rent motorcycles for trips
Riders often rent motorcycles for trips
Need a pairing system to support both owned and rental scenarios with quick, secure connections
Need a pairing system to support both owned and rental scenarios with quick, secure connections
Need a pairing system to support both owned and rental scenarios with quick, secure connections
Rider Archetypes
Rider Archetypes
The Commuter
The Commuter
The Commuter
Daily riders needing fast, safe navigation
Daily riders needing fast, safe navigation
Time-constrained but values community
Time-constrained but values community
Mobile-first usage
Mobile-first usage
The Adventurer
The Adventurer
The Adventurer
Weekend riders seeking new experiences
Weekend riders seeking new experiences
Safety-focused, coordinates group rides
Safety-focused, coordinates group rides
Active community engagement
Active community engagement
The Explorer
The Explorer
The Explorer
Plans multi-day trips in remote areas
Plans multi-day trips in remote areas
Creates and shares routes with community
Creates and shares routes with community
Needs robust offline capabilities
Needs robust offline capabilities
A tailored experience for all - old or new
A tailored experience for all - old or new
A tailored experience for all - old or new
Adaptive interface system for a consistent experience across different hardware capabilities.
Engaging older motorcycle owners by rewarding their riding experience.
Adaptive interface system for a consistent experience across different hardware capabilities.
Engaging older motorcycle owners by rewarding their riding experience.
Adaptive interface system for a consistent experience across different hardware capabilities.
Engaging older motorcycle owners by rewarding their riding experience.
New motorcycles with infotainment systems
Older motorcycles without infotainment systems
Route navigation with complete autonomy
Route navigation with complete autonomy
Route navigation with complete autonomy
Explore, create, or record live rides to share adventures with the community.
Explore, create, or record live rides to share adventures with the community.
Explore, create, or record live rides to share adventures with the community.
Navigation features for easy route curation and handsfree recording
Connect with the community for group rides and events
Seamless pairing for both owners and renters
Seamless pairing for both owners and renters
Seamless pairing for both owners and renters
Motorcycle to app connectivity via Wi-Fi for owners and via Chassis verification for renters.
Motorcycle to app connectivity via Wi-Fi for owners and via Chassis verification for renters.
Motorcycle to app connectivity via Wi-Fi for owners and via Chassis verification for renters.
Owners can connect to motorcycle in one tap
Renters can connect as temporary users using the chassis number
Safety-first navigation
Safety-first navigation
Safety-first navigation
Offline maps, screen lock, SOS and live location sharing to ride with a peace of mind.
Offline maps, screen lock, SOS and live location sharing to ride with a peace of mind.
Offline maps, screen lock, SOS and live location sharing to ride with a peace of mind.
Screen lock during navigation and easy access to SOS
Live location sharing for safety and group rides
REFLECTIONS
REFLECTIONS
User research transforms product vision
User research transforms product vision
User research transforms product vision
In spite of pushback from the client, we advocated for in-depth user research and realized that it doesn't just validate ideas, it fundamentally reshaped what we were building.
In spite of pushback from the client, we advocated for in-depth user research and realized that it doesn't just validate ideas, it fundamentally reshaped what we were building.
In spite of pushback from the client, we advocated for in-depth user research and realized that it doesn't just validate ideas, it fundamentally reshaped what we were building.
Early technical understanding enables better collaboration
Early technical understanding enables better collaboration
Early technical understanding enables better collaboration
Investing time to research and understand technical capabilities enables productive discussions and results in feasible solutions from
Investing time to research and understand technical capabilities enables productive discussions and results in feasible solutions from
Investing time to research and understand technical capabilities enables productive discussions and results in feasible solutions from
A structured approach to tackle large projects
A structured approach to tackle large projects
A structured approach to tackle large projects
A systematic design process produced the evidence that helped keep track of rationale and advocate for solutions that benefit both users and business.
A systematic design process produced the evidence that helped keep track of rationale and advocate for solutions that benefit both users and business.
A systematic design process produced the evidence that helped keep track of rationale and advocate for solutions that benefit both users and business.
Currently open to work.
Let's connect!
rewaketkar@gmail.com
Design and content by Rewa Ketkar © 2025
Currently open to work.
Let's connect!
rewaketkar@gmail.com
Design and content by Rewa Ketkar © 2025
Currently open to work.
Let's connect!
rewaketkar@gmail.com
Design and content by Rewa Ketkar © 2025