Published on March 6, 2014
Designing for a Better User Experience: goCatch booking process UXDi Student Project Team: Deepa Dhupelia, Michael Shai-Hee, Sara Michelezzo, Suhasini Vempati
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
For goCatch to take away: Description Useful to Driver Followup A customer Mark specific issues Driver was promoting Uber during a goCatch ride. He recruits drivers and passengers as question or issue - Code for a customer part of his job for Uber. that requires an service response. contextual inquiry results interview questions raw interview results competitor feature comparison screen by screen in depth analysis document recommendations and ideas document risk register Key quote Pain point Passenger answer. The customer's Use a quote to “You did not do well taking another cab. I was just 5 minutes away. You wasted my time” “You were miles away, you shouldnt be accepting jobs that you cant get to quickly” words. emphasize a point (Driver text to a passenger) (Passenger text to a Driver) Uber driver: Very happy with über, "had a friend who tried go catch, didn't like it, then “Both gocatch and uber service are just as good” to stakeholders. went back to uber" “I bought an iPhone just to use goCatch” Something the Examine these Safety Issue: Driver can only click in one area to accept the job in GoCatch. It can be Passenger tries to select the closest taxi on the home page before he clicks goCatch participant doesn't issues to find dangerous as you have to try to click until you get through (lots of competition). green button like about the improvement ideas. GoCatch sends a job to every driver within a radius, whereas Uber sends to job to the Passenger trouble with inserting destination. Should he wait till location is found in nearest driver only. search? Or press enter - there is no enter button. Job goes out to all drivers within a radius. Therefore job could go to a taxi far away from Passengers take a while to realise its the “back” that confirms the destination. software. the 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). Passenger is confused by the now and later pages. Now looks like a button. 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 in Passenger can’t find the submit button in the booking process trying to get to the job. Sometimes when a customer makes a booking in the app, the pick up location is too Passengers click on taxi nearest them in the home page - however when driver accepts, vague (street number may be incorrect, or driver cant tell what side of the street they are passenger sees its a driver further away. Causes confusion (and disappointment). waiting). 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 they are. Driver follows pickup address instruction but passenger was in a different place. If a job is cancelled by the customer after 2 minutes, they are fined $10. Uber: pays a minimum of $15 for a job even if it the fare is less. For example, if the job paid $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. Passengers get the wrong taxi (dont look at taxi number).
Kick-off Meeting • goCatch requirements • Booking process focus • Agreed deliverables Planning • 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?
Sketching design ideas
User testing- goCatch Passengers • • • • Tasks involving the booking process Slider vs Wheel Tip vs Booking Fee Testing our new 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? 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. Occasional user Booked for an early meeting Leaves while everyone else sleeps
User stories.. Regular user Knows the ins and outs Uses an app because its an app Concerned about privacy
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
User stories.. Platinum goCatch driver Multitasking Concerned about safety
The Vision: One Click
The Vision: One Click
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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