Dott

Dott is a micro-mobility provider operating across European cities. I am currently working on improving first ride conversion for new users. Getting started with a mobility service should feel simple and worth it from the first moment. At Dott, users dropped off before completing their first ride, not due to lack of intent, but because the experience failed to guide them there effectively. Onboarding focused on account and payment setup, while real success depended on first ride completion. I reframed the problem around a single question: how might we guide users to their first ride as quickly and confidently as possible? From there, I redesigned onboarding into a value-driven journey, showing value early through the map, available vehicles, and pricing, while delaying friction like permissions and payment until the user had shown clear intent. Key explorations included a map-first onboarding flow to build confidence, payment triggered at ride intent with an emphasis on Apple Pay, clearer location permission flows, and an optional ride guide for education without added friction. The result is a more intuitive onboarding experience designed to increase first ride conversion and reduce early drop-off. As this project is still in active development and not yet released, I am unable to share visuals or details publicly. I would love to walk you through it in person.