Research
I have first planned the research method and targeted interviewee on defining what Taxi app a passenger really want. I categorised three type of people in my research:
For the first category, I want to know what is the intention for using the Taxi App, and which app they are currently loved. For the other two, I want to know why they don’t want to use Taxi App, is that something we missed? Is that any opportunity to change them? And why they accepted to use the Uber, but not the taxi app?
Defined User Journey for how a driver pick an order from Passenger
Findings and Insight
In the research, we found that some interesting factor make users to step back on using Calltaxi app:
SPOT 1: Most of the people who still using the phone call, they think it’s difficult to get a taxi with App, they more believe in a real talk with a driver. But all of them did not have an experience on using app before.
SPOT 2: Some of the interviewer raised out that Hong Kong is too easy to get a taxi, so they preferred to wait the taxi in the closest Taxi stop; except the situation like: 1) too late at night. 2) somewhere far and not familiar with. 3) When they are looking for a cheaper taxi (because of 15% off service and requested one tunnel fee only)
SPOT 3: People used Uber instead Taxi, because they think Uber is pretty cool, the concept of sharing economy fascinate a group of fans. A part from the conceptual factors, Uber provides Time estimation and price before they make the decision on using their service. Also the in-app payment method is nice so they don’t need to worry about ran out of cash.
SPOT 4: Some of the users preferred using App because of less communication with the driver. They usually being treated impolitely by the driver in the phone call.
SPOT 5: Most of the people who are using the taxi app, they are only looking at Can this app called taxi in their mind, so if the first time they could not make it, they will remove the app directly. Moreover, once they find an app which is able to call taxi, they will tend to use the current one more.
SPOT 6: Most of the people who make a decision to call taxi are looking for a long travel. If the destination is too close, they tend to get a taxi on street.
Mental Model: How passenger make a decision when they need a taxi
Design Concept
After the study of the users, I set up key elements for aligning the whole design concept: Meeting the right driver passenger needs, so passenger could enjoy better taxi service and experience; and the most important thing is: I can get a taxi by calltaxi successfully.
Design > Test > Modify & Loop
In the design process, I keep do testing after the first draft out. And then keep modify the issues that we found in the usability test, and redo, looped. The testing is about three stories with three different goals:
TEST 1: Could they order a taxi with a special request successfully?
TEST 1: Could they order a taxi with a special request successfully?
TEST 2: Could they add the second destination when they do ordering?
TEST 3: Could they add and choose a Favor Driver successfully?
As the tight schedule and budget, I choose 4 users for testing from age 20-40, with calling taxi by phone or app experience.
Prototype for usability test - https://invis.io/BM8CCSAC6
Some issues that happened unexpectedly and it’s getting fixed in the following prototype. For example, I found that users tend to choose district step by step instead of typing. Moreover, in the alert message for "No Taxi Found" , we found the button for "call for next action" are not good enough, so I re-arrange the buttons, and user feel good after fixed.
Presentation
Epilogue
The whole calltaxi for passenger prototype spent a week to do: 2 days for understanding, 1 day for worked out the first prototype, and 4 days for test and modification.
Mockup
