Onboarding project | Leo & go

Ideal Customer Profile

About Leo&go

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Leo&Go is a car-sharing service operating in Lyon. Users can find, unlock, and drive cars through the mobile app without the need for a traditional rental process. The service allows 24/7 access to vehicles spread across the city, and trips can be started and ended directly from the app. It targets individuals who don’t own a car but need flexible mobility — like young locals, students, and temporary residents.

It’s like having a car, but without the ownership headaches.

Insights from Users

From the user calls of individuals from diverse backgrounds, age groups, and professions, I gathered valuable insights on how people perceive and use car-sharing services like Leo&Go.

🚗 Most of them don’t own a car, either because it’s expensive, they don’t have a French license, or they simply don’t want the hassle of owning one. They love the idea of being able to rent a car just when they need it — for quick errands, outings, moving stuff, shoppings or even group plans where the cost gets split.

🇫🇷 Young working professionals who don't want to commit to a huge financial investment, or haven't planned out their next few years loves Leo&go as it gives them flexibility and freedom.

🌍 People using international licenses (especially international students) found Leo & Go to be one of the few services that let them drive without much hassle. This made it super useful for moving homes, going out with friends, or even just running errands.

💸 Groups found the service especially valuable when they could split costs. Some users said Leo & Go helps them save money on taxis or rentals when traveling together.

📱 The app was appreciated for being simple and functional. Users liked that they could quickly book a car near them without any complicated process.

🧾 Features like damage tracking, return process, and receiving a clear invoice after the trip helped users trust the platform more and consider using it again.

Ideal Customer Profiles

Criteria	Young local	International student	Young working professional	Family person
Name	Axel	Gaurav	Marie	Louis
Age	22	24	29	36
Gender	Male	Male	Female	Male
Location	Lyon 7 (inside city)	Ecully	Lyon and outer suburbs	Close suburbs
Marital Status	Single	Single	In relationship	Married
Kids	No	No	No	Yes
Profession	Student/Bartender	Student	Consultant	Teacher
Need	Occasional car for grocery shoppings, outings, late- night parties.	Travel to countryside with friends. Shopping Moving things while shifting to new place	Commute to work Weekend outings	Grocery shopping Family trips Appointments with kids Emergencies
Pain Points	Owning car is too expensive Hard to find free Parking Uber too expensive	Traditional rentals hard with foreign license Budget Cant afford to be late	Owning car is commitment Parking hard during office house Cost of owning	Public transport with family is difficult Don't want to own a car for occasional use
Solution	Leo&go - because its on-demand Pay only when needed Don't need to take care of the car	Easy sign-up for international license holders Airport offers Shared cost with friends Can move things easily without driver waiting Student discount	Only pay when used Can park in paid parking zones for free High availability	Book anytime Can choose the size/type of the car for different use cases. Quick to access.
Behavior	Spontaneous planner	Mix of planned and spontaneous	Uses mostly on weekdays Prefer smaller cars - Travel alone mostly and no luggage	Planner Check car size and child seat Luggage space (strollers etc.)
Spending habits	Price sensitive Try to reduce trip times, and splits rides with friends	Budget conscious Shares costs with friends Uses only when needed	Moderate spender Pays for comfort and easiness	Budget sensitive
Perceived Value of Brand	Local Electric High availability	Freedom abroad Low-cost	Efficient, flexible Solves parking issues	Trustworthy Backup
Goals	Be independent and save money	Travel and explore. Easy relocation	Save time. Be on time	Assist in family plans. Handle emergency situations
Frequency of use case	2-4 times/month	1-2 times/month	5-8 times/month	2-3 times/month
Other apps used	Social - Facebook, Instagram, whatsapp Travel - Tcl, sncf, bolt	Social - Instagram, whatsapp, Duolingo Travel - Tcl, velo, uber	Social - LinkedIn, Facebook Travel - Bolt, Uber, Tcl, free2move, citiz	Social - facebook, Whatsapp Travel - Uber, Flixbus, Sncf, Tcl
Value Accessibility to product	Very high	Very high	High	Medium

ICP Prioritization

Criteria	Adoption Rate	Appetite to Pay	Frequency of Use Case	Distribution Potential	TAM ( users/currency)
Young Local	High	Moderate	High	High	High
International Student	Moderate	Low	Moderate	Moderate	Low
Young working Professional	Moderate	High	High	High	High
Family person	Low	High	Low	Low	Moderate

Based on the prioritization framework, the Young Working Professional stands out as the best ICP due to their strong appetite to pay, moderate-to-high TAM, and high distribution potential. Young Locals follow closely with high adoption and frequent usage patterns. Together, these segments offer the most promising growth opportunities for Leo&Go. Hence, our onboarding and growth strategies should be tailored around their needs, habits, and motivations.

JTBD and validation

ICP 1 : Young Working Professional

ICP 2 : Young Local

Goal Priority	Goal Type	ICP	JTBD	Validation approach	Validation
Primary	Personal	ICP 1	To commute to office without commitment	User interviews	"I don’t want to buy a car right now… this gives me flexibility to move if I change jobs."
	Social	ICP 1	To look cool and modern by using a smart, eco-friendly service	User interviews	It feels good using an electric car — it’s cleaner and eco-friendly.
Primary	Personal	ICP 2	To get from point A to B quickly without relying on public transport or owning a vehicle.	User interviews	"The metro doesn’t go everywhere, and Leo&Go is much faster and easier when I’m in a hurry."
	Functional	ICP2	To have a spontaneous, independent mode of travel.	User interviews	"Leo&go allows me to plan something spontaneous without worrying about transportation"

Onboarding Teardown

User Journey

Leo&go.png

Onboarding teardown

Leo&go.pdf

Onboarding Summary

Overall, the user journey is pretty smooth for Leo&go. From signup to booking the first ride, the app walks you through everything - what documents you’ll need, how to sign up, and even helps you get comfortable before your first ride. The steps are clear, the design is clean, and nothing feels too overwhelming. With cognitive biases like progressive disclosure, priming, Endowment Effect etc, the app connects well with the users.

The best part? That little “aha” moment when you unlock the car and it’s clean and ready to go—feels like your own ride waiting for you.

There are also some friction points such as, the app shows up last when you search for "car rental Lyon" — a bit of a scroll effort, and app doesn't allow multiple payment options etc, which should be improved.

Activation metrics

Hypothesis 1: User completes sign up within 20 minutes (Including payment details)

If a user can finish the signup process quickly including adding payment info, they’re more likely to move ahead and book a ride. Delays in signup can cause drop-offs or make users lose interest. Fast signup builds trust, reduces friction, and gets the user ready for using the service. As all the required documents are mentioned before starting the process, users should be able to complete the process within 20mins.
Metrics to Track:

% of users who complete signup + payment in <20 minutes
Average Turnaround Time (TAT)
Drop-off rate during signup

Hypothesis 2: First trip completed within 24 hours

The sooner a new user takes their first trip, the sooner they experience the "aha!" moment - which is getting the car ready for the drive. A successful trip early on shows the product is easy and works well , this can strongly increase chances of long-term use.
Metrics to Track:

% of users who complete trip within 24 hours
% of users with no trip after 24 hours
D1 retention

Hypothesis 3: First trip of length more than 15 minutes completed within 7 days

Short trips may be for trial. But when users take a trip >15 mins, it usually means they’re using Leo&Go for something meaningful like commuting or shopping. If this happens in the first week, it’s a strong signal of real need and adoption.
Metrics to Track: