E23 Go
Redefining the experience of the RoboTaxi, cooperated with Nissan
E23 Go redefined the Robotaxi experience through gamification, giving users motivation to try new services and offering clients a new business model to boost growth.
As the UX designer, I led user research, ideation, UX flow design, and wrote the implementation documentation.
Client
The Renault-Nissan-Mitsubishi Alliance
My role
UX designer II
Contribution
User research / Product strategy / Product design / Motion
Timeline
12 weeks (Apr. - Jun. 2022)
Impact
Gained rapid business growth
After implementation, Nissan gained over 1,200 new users and completed 3,000 rides in just 7 months, using only 2 vehicles.
Problem space
At the time, Nissan only held a test license, whereas competitors had already secured business licenses. The key to staying competitive was to get as many rides as quickly as possible, a crucial step toward qualifying for a business license.
Research
Since Robotaxi users were mostly tech enthusiasts, qualitative research was valuable. I interviewed 6 users, ran 12 test rides, and held focus groups to understand their use cases and pain points.
Common painpoints
They are not motivated to use a Robotaxi
Users hope their car can meet their basic needs and, more importantly, fulfill their needs in specific scenarios.
They are unsure how to use the Robotaxi
Even though users love technology, they want it to be as user-friendly as possible.
They can’t find pick-up spots
Users primarily drive themselves and hope to make driving easier and more comfortable, while also providing some convenient features for the front passenger.
They don’t trust autonomous driving
Users primarily drive themselves and hope to make driving easier and more comfortable, while also providing some convenient features for the front passenger.
Solution
Instead of designing a pure transportation service like Uber, I influenced the product strategy by shifting the perspective to a more gamified transportation service, making the experience more enjoyable for customers.
Features
Provide users with surprises on their way to the station
Offer free themed tours for the first time users
Use gamified map to encourage users to explore the stations
Display the available services dynamically through the service center
Reduce anxiety by sharing voice bullets with other passengers
Give users surprises along the journey
Use carefully designed Easter eggs and badges to keep surprising users and encourage them to keep using the Robotaxi service.
Offer free themed tours for the first time users
When users try Robotaxi for the first time, offer free themed tours to help them get familiar with how it works and enjoy the new experience.
Use gamified map to encourage users to explore the stations
Unlike Uber, Robotaxi requires users to go to specific stations for pickup. So I designed a gamified map to encourage users to explore new stations.
Display the available services dynamically through the service center
As soon as users get in the car, they see the available services inside. The content is customized based on the current time, location, and their preferences.
Reduce anxiety by sharing voice bullets with other passengers
Reduce users’ anxiety about riding Robotaxi by allowing them to interact with other passengers through voice.
Education
Carnegie Mellon University
MDes Design for Interactions 2025
Tongji University
B.E. Industrial Design 2021
Experience
AgWise
Founding UX Designer (Part-time) 2024
ARK Design, Volkswagen Group
UX Designer II 2021-2023
IDEO
UX Design Freelancer 2021
Product Design Intern 2020-2021
AQKA
Research Intern 2020
Award
Red Dot Design Award
Concept Design Award 2020, 2025
Core 77 Design Awards
Student Winner | App & Platforms Award
Dyson Design Award
Globe Top 20
A’ Design Award
Silver Award
Indigo Design Award
Gold Winner
NY Product Design Awards
Silver Winner | Interactive Design
Muse Creative Award
Silver Winner
@Albert Zhang 2025