LXRInsights Dashboard Redesign

Improving the UX of an AI-powered eCommerce Analytics Platform

Project Information

  • Client: NetElixir

  • Duration: 12 weeks

  • Team: 7 multidisciplinary students

  • Role: UX Designer

  • Tools: Figma, UX Research, Prototyping, Usability Testing

Overview

LXRInsights is an AI-powered marketing analytics platform used by eCommerce businesses to analyze customer behavior and optimize marketing strategies. During a 12-week Rutgers MBS Externship, our team partnered with NetElixir to improve the platform’s usability by redesigning complex workflows, simplifying navigation, and validating solutions through user testing. 

The Challenge

How might we simplify a complex analytics dashboard so marketers can find insights faster without relying on manual guidance?

These issues resulted in friction, anxiety, and low user satisfaction, undermining the convenience value that scooter-sharing is supposed to offer.

  • confusing navigation

Final Design & Prototype

  • Map / Home Screen: shows real-time locations of available scooters, battery level, and parking zones. Includes search bar + filter (availability, distance, battery).

  • Ride Flow: “Scan to unlock” → ride tracking (time, speed, battery, route) → ride end & summary screen (time, cost, distance, carbon saved)

  • Profile & Dashboard: user ride history, favorite routes, payment methods, sustainability stats (e.g., CO₂ saved, miles ridden)

  • Support & Feedback: in-app help center, report issue button, feedback form, emergency contact option

  • Safety Alerts: push notifications for campus events, weather hazards, restricted zones – proactively warn users

Screenshots of a ride-sharing app showing a map with routes from Piscataway to New Brunswick, QR code scanning for ride check-in, navigation instructions, trip time, and payment options including Apple Pay, Google Pay, credit card, and wallet.
Screenshots of a ride-sharing app interface displaying a map, ride details, and payment confirmation screens on a smartphone.

Usability Testing & Iteration

We conducted a usability test with 4 participants. Feedback included:

  • Positive: Users appreciated simplicity, clarity of ride flow, and the sustainability dashboard.

  • Key suggestions: wanted clearer destination arrival indication (walking vs riding), estimated travel time before unlocking, and stronger security/verification for ride start.

Post-Test Improvements

  • Added estimated time/distance preview before unlocking

  • Enhanced destination screen to indicate arrival status and walking vs ride estimates

  • Added optional user verification (e.g., confirm phone or student ID) to improve trust

Comparison of two smartphone screens displaying a GPS navigation app, showing a route with instructions to turn left in 300 feet at a stop sign, with details like speed, estimated time, and distance remaining.

Results & Impact (What This Case Study Shows)

Though this was an academic project and not a live product, the design exercise demonstrates:

  • Ability to conduct user research, draw real insights, and translate them into design requirements

  • Strength in designing a full end-to-end user journey: onboarding → ride flow → post-ride feedback/impact

  • Thoughtful inclusion of safety, sustainability, and user trust — criteria often overlooked in scooter apps

  • Clear documentation of process and design thinking, which increases credibility as a designer

Learnings

  • Contextual inquiry + direct observation yields stronger, more realistic user pain points than surveys alone

  • Importance of building trust and transparency when designing mobility / shared-transportation solutions

  • The value of iterative prototyping + user feedback — even small interface tweaks (timing, confirmations) significantly change perceived user confidence

Next Steps

Expand testing to more users, including first-time riders, and track long-term usage patterns

  • Add scooter maintenance/reporting features (photos, status, geo-tagging)

  • Integrate push-notifications for campus-wide alerts (weather, events, maintenance)

  • Collaborate with campus/scooter providers for real data and pilot implementation