Ride Options

A new ride-hailing company in Pakistan faced UI/UX issues, leading to a redesign to improve functionality, streamline the interface, and enhance user satisfaction.

Type

Product Design

Year

2022

Role

UX/UI Design

Preview

Old Design

Challenges

Improving visual design
Testing and feedback
Integration of new functionalities

01 Research

Passenger's pain points:

Cluttered interface
Complicated booking process

What about the driver's?

Complicated account setup
Poor communication tools

"The account setup process is too complicated."

"The app often crashes and performs inconsistently."

"Communicating with passengers is difficult with the current tools."

"Navigating through the app is confusing and time-consuming."

Seeing it myself!

Cluttered and confusing interface

Inconsistent design elements

Lack of intuitive user flow

User lost in the flow

Key takeaways

Passengers

are pained by navigation & booking process.

Drivers

are pained by account setup & app usability.

02 Define

My approach

Despite thorough investigation, my focus is on identifying the main audience. Gripping their objectives and dilemmas is crucial to tackling root issues, not just overt necessities.

Research methodology

Interviews
Observations
Feedback Analysis

DRIVER PERSONA

NEEDS

Efficient navigation
Seamless ride requests

PAIN POINTS

Unintuitive interface
Glitched ride requests

PASSENGER PERSONA

NEEDS

User friendly app
Real time updated ETAs

PAIN POINTS

Complicated ride booking
Inconsistent service quality

Learning form competitor

Studying Careem got me to optimize user experience and efficiency. Their booking process and communication tools inspired improvements.

Drivers registration

Passenger home screen

Other competitors

Uber
inDrive
Yango

Getting driver's data in 4 categories.

Basic info
CNIC
Driving license
Vehicle info

A top mounted search bar.
Three main categories City rides, Courier & inter City.
A bottom navigation bar for better UX.

03 Design

User flow:

Information Architecture:

Wireframes:

04 Testing

Putting things together:

After testing new features with drivers, I created an early design and prototype for usability testing. Users tried creating new accounts unaided, allowing me to observe what worked, what didn't, and note their feedback.

Goal 1

Develop a user-friendly process allowing drivers to establish accounts simply and autonomously.

5/5 created account easily.
2/5 asked to "put all requirements on one page".
4/5 said the experience is easy to follow.

5/5 said app felt more modern and easier to use.
3/5 said "smoother navigation"

Goal 2

Pinpoint and tackle user experience problems in our latest features to boost customer contentment.

Goal 3

Collect comprehensive input from clients to make educated choices on subsequent enhancements

Goal 3 Gather detailed feedback from users to make informed decisions on further refinements

There was a 50% increase in detailed user feedback.
The collected feedback led to the optimization of key features.

Key Takeaways:

Improve the account setup process for drivers.
Address usability issues.
Make informed decisions on further refinements.

Resulting revisions:

Based on user feedback, we streamlined the app interface, improved navigation, and added real-time updates for rides. Enhanced communication channels between passengers and drivers were also implemented to improve the overall user experience.