A mobile app helping riders get to a location, by finding and hiring nearby taxis
Market research analysis
What are the challenges or barriers to booking through the app?
What’s important for a great ride-hailing experience?
What are the rider’s needs and unmet needs?
Research showed that the lacking interface and functionality of the current mobile experience ranked as one of the most frustration-inducing of all available application car referral services in the city.
An initial heuristic evaluation clearly showed that the focus for the project was to ensure that the conversion for “Hire Cab” and actual pickup were improved.
After establishing the familiarity of the flows of popular car referral mobile experiences during users interviews, we decided to converge the app’s design with elements from other competitor features and concepts.
Several brainstorming sessions led to many divergent ideas. Narrowing down to a few design concepts, we white-boarded together using the Design Studio method; each of us sketching key screens and critiquing each other’s ideas.
Prior to settling on one solution, we explored multiple ideas using paper prototypes for rapid feedback with potential customers.
In all, we recruited numerous participants three times throughout the paper prototype and wireframe iterations for usability testing. They were asked to think-aloud through a few task scenarios. After the cognitive walkthrough, we posed a series of qualitative questions regarding the prototype’s interface and functionality. Based on the feedback, we developed a design direction that we were satisfied with.
Welcome / Destination
An initial screen was designed for our user that is similar to the ride-sharing applications that she is already accustomed to.
Booking a Ride
After the user sets her destination and confirms, the application is synced with the assigned cab and an arrival estimate is provided.
Once booked, the user will see a photo of the assigned driver and be able to contact him, or cancel the ride if needed. Once she is picked up, the meter reading is then displayed in the app, in real-time. (See night mode En Route screen at top of the page.)
Rating the Experience
Once arrived, the user may pay by cash or card and leave a rating with an emoji scale simply by dragging the icon. She will then receive an automatic receipt via email.
Maintain a growth mindset. Brainstorming sessions are most productive when all group members are present, each with unique solutions, and then we can converge and refine them together.
Our best designs were developed through the inclusion of elements from multiple design solutions, which were then refined to encompass divergent ideas of flows, features, and layout.