Her Ride
My role: Visual design, Research
This project represents an app especially for women, similar to Uber, established in Canada. My responsibility was to redesign the existing app, which had a very poor visual design and make it look more feminine.
The problem:
The visual design is very poor as you can see in the photo. The steps the user needs to take in order to sign up as a driver are not consistent and coherent. The app lacks a design system and also the illustrations had to be replaced.
Goals
First of all I wanted a better understanding of our competition in order to bring improvements to our design regarding features, and after that I tried to understand the existing features already implemented in the app and bring new solutions.
Competitive analyses
Competitors' strengths
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Cheaper than traditional taxi
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Private cars
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Appreciated by users because it's clear, concise & easy to follow when scheduling rides
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Discount, rewards, incentives
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Save destinations
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Fare split
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Cheaper than traditional taxi
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Luxury, Private cars
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Appreciated by users because it has a plan ahead option
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Discount, rewards, incentives
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Save destinations
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Sharing rides
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Security assistance
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Cheaper than Lyft & Uber
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Private cars
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Appreciated by users because it has a plan ahead option
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Discount
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Save destinations
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Sharing rides
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Cashless
Competitors' weaknesses
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Drivers can cancel a ride whenever they want, and this causes frustration among users. Many have complained about waiting for the ride, and after a certain period of time the trip is cancelled
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Customer service is hard to reach
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Similar to Lyft, drivers can cancel a ride whenever they want, and this causes frustration among users. Many have complained about waiting for the ride, and after a certain period of time the trip is cancelled.
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Lack of customer service
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Drivers can see other rides besides the one they have already accepted, thereafter they can cancel it in order to choose one that they find more advantageous
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Users have complained about GPS problems, their destinations are not well established on map
Creating Solutions
Challenges
When you work on a project by yourself, the brainstorming process is such a challenge! A possible trap is not organizing your time well and thinking too much about solutions, because you are alone and you have no one to consult with.
Ideation
The mai focus on this part of the project was how to make sure each user gets their driver without any inconveniences, be they related to the pandemic or due to the fact that drivers are used to cancel a rider in order to catch a trip on a longer distance.
User flow
The user flow covers both rider and the driver, in two situations - login / sign up
Starting the design
Problem solution
The pain point for most of the users is having their trip cancelled with no explanation. In order to prevent this thing, our driver will be able to see only one user at a time. She can accept the ride, otherwise the trip will be canceled in 30 seconds. On the background the app will have implemented an alarm so that the driver can clearly see the rider that is waiting.
Also, using the message card in the photo, we want to let all the drivers know the importance of not letting anyone down, regardless of race, age or destination
An exception to this rule is if someone wants to book in advance a ride. in this case the driver should be able to dismiss the offer, in case she doesn't plan to work at that particular hour.
In order to make this app more appealing for users, both drivers and riders, I thought of the possibility of having access to the riders' playlist, as long as they agree to share it. The driver doesn't have to think what music to play, and in this way, the rider can feel more comfortable and enjoy the ride. At the end of the trip, the driver could receive a well deserved tip for the attention she paid.
While working on establishing the brand for this app, I wanted to present the image of an independent woman, powerful and at the same time elegant. My intention was related to the fact that sometimes, the image of the woman is somehow related to the male presence. Until recently, this profession was seen as masculine, but the fact that women can have a female driver gives them more confidence and independence.
Although my client liked my ideea very much, the team decided to leave it for the moment and stick to real photos. Below you can see the final screens...
Accessibility & inclusion consideration
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The illustrations presents both white and black women in order to express equality
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I used icons with descriptive text, appropriate hierarchy & emphasis to aid users with screen readers
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The users can switch the language to make sure they all understand the app's requirements
Final thoughts
I enjoyed so much working on this project and I consider a privilege the fact that I was able to leave a mark on this project, which is just beginning. The team was awesome and full of life, and thanks to the close collaboration I was able to focus on what was essential.