ui_ivor
Magik - A taxi app case study
Role : UI/UX Designer
Project Type : Mobile Application
Duration : 12 weeks
Overview
Magik taxi an is a taxi app that operated within my locality, this app enables user book a taxi from the comfort of their home rather than trekking to the junction of their home, they use their time resourcefully on other activities while they for their driver to come, enjoy their ride and pay cardless with swift method of payment. Cash payment are also available for users who want to enjoy the ride without having to pay with their card.
The problem and back story
I was contacted by a company owner stressing about how his staff within the locality could not get to their offices on time because some of them live at extreme and it’s hard for them to get to their junctions as it’s a new area with a low development. He saw an opportunity to start a new business as well as solve the transportation problem of his staffs. The assignment was clear “A budget-friendly taxi app that can convey people within their locality to enable them meet up their daily goals of reaching their destination on time.“
The design process thinking
1 Discovery stage
Qualitative Research -Interviews
Following the standard of user research and analysis, I conducted two interviews with people from other localities where they have a taxi app and how it ease their transportation to work, a 4 one on one interview staffs of the organization within the locality to know why they are always late and 2 other people who are from the locality but not a staff of the organization, I gathered this information and was able to identify their pain point.
Some of the questions I asked was
The staffs -
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Why are you always late to work?
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Are there other factors you feel is the reason you are always late to work?
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If you had an opportunity of getting a car in front of your door, would you get to your work place earlier?
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Do you feel your been late to work has anything to do with the working hours?
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What would you have done differently to get to work faster?
The locals -
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How do you find transportation within your locality?
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How do you feel when there is an emergency and you need to get to move from your home to another point?
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Have you been to other localities and enjoyed their transportation apps?
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Do you think having such app here would improve the transportation system in your locality?
Other locality -
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Did you find it easier using this app as a means of transportation to work?
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What are the things you feel should have been added to make it easier for you to use?
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How did you find the interface of the current app you use ?
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Would your work timing make any difference if the app was not in existence?
Key findings after interviews
Staff-
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They crave for a better mode of getting to work rather than having to walk for 20-30 minutes before getting to their bus stops to get a taxi to work. They believe the will be more productive at work if they don’t have to worry about getting to work every morning. - this means the company relieves them of their mental stress and finds a way to benefit financially off it.
Locals-
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They crave for an improvement of the transportation system within their locality, believing an improvement will help them cover multiple task within the shortest time possible. While effectively using time spent walking to the bus stop to engage in other activities while they wait for their ride to.
Others -
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They enjoying using the app to book a ride other than walking to the taxi stop or bus stop to get a cab. This way they are able to go out more often and visit places they are reluctant about going to. - this means profit to the company as the cover more trips.
Quantitative Research - Market Analysis
To better understand the target market I started looking into other similar apps in other localities, how they operate, market target, age bracket and many other relevant information. This was quite easy because it was less competitive, had to look at what other were bringing into the market in other communities and look for how to improve it for a better user experience.
2 Define stage
Pain Points
The pain point I realized are as follow;
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Users within the locality cringe an urgent need for an easier mode of transportation.
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The user believe they will get to work earlier if they don’t have to trek down to locations where they need to pick up a taxi to work.
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Other app user feel the interface should be easier to use and payment option should not be limited.
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User believes commuting will be easier and more activities will be covered during the day rather than ignoring because of the taxi location barrier.
User persona
With this research I was able to identify the pain points, created a user persona to understand the user needs and expectations from a taxi app within their locality.
3 Ideate
User Flow
Based on the research findings and aligning our goals with the pain points discovered, I have created userflow as it is one of the most important part of the application.
Once a ride has been booked, the users can easily track the progress and movement of the driver up until the driver gets to the user location. They can also track their journey while enjoying their ride to ensure their safety in course of transit. This way they will be assured they are on the right track of the road and getting the best experience from the product.
Wireframes - initial paper sketches
Before the digital wireframing, the first step I enjoying is creating a paper wireframe by using a pen and paper to sketch out each frames. This was my mind is opened to creating great ideas and visually design how the app would look like. It also allows me to do a layout iterations effectively.
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Wireframes - digital
After a complete paper wireframe, I proceed into translating my initial paper wireframe into digital wireframes. I then prototype the wireframes using adobe XD and did usability tests with my users.
4 Prototyping
Design stage
Moving on to the Visual design of the app. I proceed into picking my primary color which is yellow because I always want users to feel the app is readily available for their use. They feel this youthful energy and creativity to attract their attention.
Design stage
The final hi-fidelity design page, below is the slideshow of each page in order they have been designed.
The Adobe XD Prototype
FInd below the design in Adobe xd prototype, Click here to view in full screen in a new window.
5 Testing
Conclusions & lesson learned
Implementation and success rate
Booking Success Rate: Staff were able to get to work faster and earlier, this made them quite productive and efficient at work. Within the first 2 weeks, the percentage of successful bookings made through the app compared to the total number of attempts and we had a 12% success rate as 12% of Users who downloaded the application completed a successful booking.
User Satisfaction: We also measured how satisfied users are through in-app feedback to determine the level of satisfaction among users and this was archived by leaving an in-app open ended survey to talk about the service and the drivers.
User Feedback: We were able to collect feedback from users on the ease of use and efficiency of the app which was archived using the customer emotional rating using a 5 star as a determinant of how they feel about the service.
Lessons Learnt
The owner was very happy with the app and its delivery. I was quite happy to have been able to go through the whole process within a shorter time. In the course of creating this, I learnt a few things
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I learnt the importance of iteration till it meets the user needs and goals all the possibilities are explored.
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I learnt the importance of communicating design with stakeholders and developers to ensure that the reason for decision making and how it aligns with the business objectives.
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I learnt the importance of Accessibility, keeping the users in mind while designing and understanding the importance of designing for all.
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Process & insight is as important as the design itself. The thinking process which is set into the right direction leads to right design choices, that would help the users explore the design more effortlessly.