UXDi Student Project Team: Deepa Dhupelia, Michael Shai-Hee, Sara Michelezzo, Suhasini Vempati
Designing for a Better User Experience: !goCatch booking process
Agenda
!•Background •Our process •User stories •Our vision •Documents and structure •Next steps •Q&A
Background
The brief: !• End to end review of the booking process • Both passenger and driver side • goCatch mobile 3.8.6. • Identify opportunities and pain points • Provide design recommendations
The stats: !• 4 students • 76 hours • 8 passenger interviews • 6 driver interviews
Code Description Useful to Driver Passenger
Followup A customer
question or issue
that requires an
answer.
Mark specific issues
for a customer
service response.
Driver was promoting Uber during a goCatch ride. He recruits drivers and passengers aspart of his job for Uber.
Key quote The customer's
words.
Use a quote to
emphasize a point
to stakeholders.
“You did not do well taking another cab. I was just 5 minutes away. You wasted my time”(Driver text to a passenger)
Uber driver: Very happy with über, "had a friend who tried go catch, didn't like it, thenwent back to uber"
“I bought an iPhone just to use goCatch”
“You were miles away, you shouldnt be accepting jobs that you cant get to quickly”(Passenger text to a Driver)
“Both gocatch and uber service are just as good”
Pain point Something the
participant doesn't
like about the
software.
Examine these
issues to find
improvement ideas.
Safety Issue: Driver can only click in one area to accept the job in GoCatch. It can bedangerous as you have to try to click until you get through (lots of competition).
GoCatch sends a job to every driver within a radius, whereas Uber sends to job to thenearest driver only.
Job goes out to all drivers within a radius. Therefore job could go to a taxi far away fromthe customer. (eg. Driver accepted a job in Walsh bay, but Driver was in Bligh Street, city.Passenger then rejected the driver as he was too far away).
Driver worries that the passenger may take another cab in the meantime.
Passenger cancels if driver is taking too long to get to him/her. Driver time is wasted intrying to get to the job.
Sometimes when a customer makes a booking in the app, the pick up location is toovague (street number may be incorrect, or driver cant tell what side of the street they arewaiting). The driver has to call the customer to see where they are.
The pickup address entered by customer can be different to where the GPS reports theyare. Driver follows pickup address instruction but passenger was in a different place.
Uber: pays a minimum of $15 for a job even if it the fare is less. For example, if the jobpaid $12, the driver will be paid an extra $3 by Uber to make up the difference.
Uber :If a job is cancelled by the customer after 2 minutes, the driver is paid $5.
goCatch App crashes occasionally.
Passenger tries to select the closest taxi on the home page before he clicks goCatchgreen button
Passenger trouble with inserting destination. Should he wait till location is found insearch? Or press enter - there is no enter button.
Passengers take a while to realise its the “back” that confirms the destination.
Passenger is confused by the now and later pages. Now looks like a button.
Passenger can’t find the submit button in the booking process
Passengers click on taxi nearest them in the home page - however when driver accepts,passenger sees its a driver further away. Causes confusion (and disappointment).
If a job is cancelled by the customer after 2 minutes, they are fined $10.
Passengers get the wrong taxi (dont look at taxi number).
For goCatch to take away: !- contextual inquiry results - interview questions - raw interview results - competitor feature comparison - screen by screen in depth analysis document - recommendations and ideas document - risk register
Kick-off Meeting
Planning
• goCatch requirements !
• Booking process focus !
• Agreed deliverables
• Created project plan !
• Design process
Analysis - Current Flow
• Mapped out booking process !• Passenger/driver interactions
Contextual Inquiries
• Interview scripts !• Role Plays !• 6 drivers & 2 passengers !• Analysed results
Activity Flow
Empathy Map
What is the ideal path for users?
Scenarios
User testing- goCatch Passengers
• Tasks involving the booking process • Slider vs Wheel • Tip vs Booking Fee • Testing our new design ideas
Sketching design ideas
User stories..
I use goCatch every week I taxi home from parties I love the service.. but: Why does the driver call me?
Occasional user Booked for an early meeting Leaves while everyone else sleeps
I would use goCatch, but I dont own an iphone
I leave the cab to pray a few times a day. Every time I leave, I have to take all of my phones and gadgets with me.
User stories..
Regular user Knows the ins and outs
Uses an app because its an app Concerned about privacy
User stories..Platinum goCatch driver
Multitasking Concerned about safety
User stories..Gold goCatch driver
Aware of competition Concerned about passenger experience
User stories..
John - business man Catches taxi 5 times a day
Service must be fast and reliable
Recommended next steps
• More user interviews - how to get in touch with key personas. Hangout/Skype? !
• Keep refining our initial design ideas, to come up with the best solution for goCatch !• UX testing of these ideas !
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