IOW/ILL 3.4 & 3.5 | DSI (Individual)

IOW/ILL 3.4 & 3.5 | Digital Social Innovation (Individual Contribution)

Project Brief

In DSI Project Part A, the focus is on localizing the Rumbo app for Pretoria commuters. Craft an interview script to uncover both known and unknown information about these commuters. The gathered insights will form the foundation for Part B, where you organize the data in a coherent manner, akin to storytelling. Map the specific characters and environments affected by the problem, revealing unexpected connections and potential solution gaps. Identify a target audience from this map before embarking on the ideation process. Define key characters or archetypes to deeply understand their needs, motivations, behaviors, technology access, and pain points. This understanding guides improvements and enhancements in Part C.

Design Strategy

In crafting an enhanced user experience for Pretoria commuters through the Rumbo app, our design strategy revolves around incorporating three key features: the "How to Catch a Taxi" guide, an Offline and Haptics mode, and a Travel Companion function. Our decision-making process involved thorough interviews, segmentation into user archetypes ('First Timer,' 'Veteran,' and 'Money Saver'), and collaborative ideation among myself and four group members.

In-Depth User Interviews: To comprehensively understand the needs and pain points of Pretoria commuters, each team member conducted interviews across diverse demographics. The 'First Timer' archetype emerged as individuals struggling with the intricacies of taxi navigation, while the 'Veteran' exhibited a desire for a more streamlined and efficient commute. The 'Money Saver' archetype prioritized cost-effective and time-efficient travel solutions.

Identifying Key Features: Pooling our interview findings, we recognized recurring themes and challenges. The "How to Catch a Taxi" feature was unanimously highlighted as crucial, particularly for first-time users grappling with the city's transportation nuances. A step-by-step guide was envisioned to demystify the process and ensure a smoother transition into navigating the local taxi system.

Offline and Haptics Mode: Our interviews revealed connectivity issues experienced by commuters, especially in areas with limited network coverage. To address this, an Offline mode was deemed essential, allowing users to access vital information even without an internet connection. Additionally, recognizing that commuters often need to stay attentive while on the move, a Haptics mode was proposed to provide tactile feedback, enhancing user interaction without the need for visual cues.

Travel Companion Function: Understanding the diverse needs of our archetypes, we conceptualized the Travel Companion function. For the 'Veteran,' it would offer optimized route suggestions, while the 'First Timer' would benefit from real-time guidance. The 'Money Saver' archetype would receive cost-effective route recommendations, aligning with their financial priorities.

In essence, our design strategy prioritizes inclusivity, addressing the specific needs of each archetype while ensuring a holistic and intuitive experience for all Pretoria commuters. The integration of these key features aims to transform the Rumbo app into an indispensable tool that not only facilitates navigation but enriches the entire commuting journey.

Individual Contribution

Overall work was split between group members. I focused on illustrations, prototyping and components.

Through out the project I have indicated what I have not contributed to, by lowering the opacity to 30% and an explanation of what I did contribute to under each section in (bold italics).

Phase 1

Part A

Technical Requirements

- Pitch deck: Research, plan and design your first 3 pitch deck slides

- Interview script: Write interview script for Pretoria commuters

- Conduct interviews: Speak to Pretoria commuters and gather insights

Interview Script

Thank you for agreeing to be interviewed! We are doing a university project where we need to gather info about the patterns in using taxis to create an extension of an existing app named Rumbo. This app will make using informal transport, like taxis, easier to understand and more reliable. Is it okay if I record this interview for the record? Feel free to let me know if you’d like a break at any time. On that note, there is no right or wrong answer and you can let me know whenever you feel uncomfortable with a question. Do you have any questions before we start?

Intro What kind of trips are you making (e.g to work, to school, long, short)

How frequently do you use PTA taxi services for your commute?
Describe to the best of your ability the first time you took a taxi? Intro/extra Would you say it is difficult to make use of a taxi for the first time?
Can you describe your overall experience using PTA taxi services?
Why do you use taxis?
What are the benefits and challenges of taking taxis?

Describe how you would catch a taxi?
How do you plan a trip to a place you’ve never been before?
How do you navigate different routes? Switching taxis emphasis

Could you share one positive and one negative experience while taking a taxi
How would you rate the comfort level of PTA taxi vehicles? Are there any specific aspects that you find particularly comfortable or uncomfortable?
How do you know how much you need to pay? Follow up, how do you feel about it?
How do you feel about the safety and security measures in PTA taxis? Do you believe they are sufficient to ensure passenger well-being?

How are you currently getting information about taxis in the Pretoria area?
Do you help new taxi passengers when they are confused?

What kinds of devices do you have?
How much data or airtime do you pay for monthly?

Do you have a suggestion to make taxi commuting more convenient or reliable? How can your experience be improved.

Thank you once again for your time! If there’s anything else you want to add, please feel free to contact me!

To view interviews and collated findings, click here.

Part B

- Pitch Deck: Reasearch and design slide 4 and 5 (see at the end)

Part C

Technical Requirements

- Feature analysis of competitors

- Job story and journey of a chosen competitor

- Heuristic evaluation of competitor's journey

- Pitch Deck slide 6 (see at the end)

Competitors overview (Split between group members)

Job story and journey of a chosen commuter

Features overview (split between group members)

Part D

Technical Requirements

- Pitch deck slides 7 and 8 containing the key features and success measures

- User flow based on job story

(Worked on as a group)

Phase 2

Part E

Technical requirements

- Screen flow: Multiple variations

- Mid- fidelity prototype

- Scenarios for testing

- Tests: Version 1-3

- Findings: Document neatly with test variations

- Pitch Deck: Research and design insight slide 9 (see at the end)

(Split between group members)

Scenario for testing:

You are travelling for the first time from Hatfield to Retail Park. You are paying in cash. Please plan your trip. You will be taken through the short trip and you arrive successfully. Please rate and save the trip for future use.

(Split between group members) (I edited the overall mid fidelity prototype to keep a coherent style and made components)

Version 1: tested

Version 2: tested

Version 3: tested

Part F

Technical Requirements

- Pitch Deck: Research, plan and design pitch deck slides 10 and 11
- Style Guide: Use Figma’s styling features to set cohesive visual standards by documenting all visual design decisions
- Components: Use Figma’s component creation feature to design all reusable components (and variants) needed within your main user journey
- Digital Prototype: Use Figma’s digital prototyping tool to create believable end to end user journey that represents the main user interactions

Moodboard