Shuttle App Redesign
Project Timeline: April to July 2021
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Introduction
Shuttle is a mass-transit startup based in Bangladesh that provides safe transportation at affordable prices for daily commuters. I was hired to redesign the app for a better user experience and improved user interface.
Research Phase 🔍
Sessions consisted of interviewing two different cohorts:
Existing users
Potential users
Problems to be Worked on Based on Research Phase 📝
➡️ Onboarding flow was confusing users.
➡️ Choosing pickup and drop-off points were particular pain points.
➡️ Users have been depending on the company hotline to book rides instead of the app
➡️ Ride booking page was too complicated and slow to load at times.
➡️ No option to book regular scheduled rides through the app.
Goal 1: Solving the Onboarding Issues
The main dropoff point was occurring when users came into the pickup and drop-off point page.
PREVIOUS USER JOURNEY
Phone Number → OTP Verification → Pick Up and Drop-Off AREA Selection → Pick Up and Drop-Off POINT Selection → Enter Personal Details
Since the app was asking the users to input the locations in a scattered manner, users were confused as to why the app was asking for location information again, right after they selected them in the the previous page.
To avoid this cognitive dissonance, a slight adjustment was made to the user journey.
Goal 2: Solving the Ride Booking Issues
A user needed to do excessive vertical scrolling to complete a booking.
Too much information to be processed at a single page
In addition to the excessive vertical scrolling, there were multiple horizational scrolling components, leading to further frustration for users.
Previous ride booking page
The Ride Booking was redesigned to make the following changes:
➡️ Single page with vertical scrolling limited to the fixed bottom section which was dedicated to time selection.
➡️ Horizontal scrolling of Date removed to include more intuitive drop-downs and popups.
➡️ Horizontal scrolling of Time removed to include more intuitive vertical scrolling.
➡️ Bottom Modals shown once ride details are confirmed to finalise ride.
➡️ User can complete the whole ride booking procedure without needing to scroll through a large page.
The improvements were thus made without needing a change in the overall user flow.
Goal 3: Introduce Regular Ride Scheduling Option
Since the app was being used by regular commuters, users needed to book rides for regular pickup and drop-offs at fixed times during the week.
Since the previous design only allowed for booking single rides, customers were calling the call center to make these regular bookings.
SOLUTION
➡️ The decision was made to add a new feature to the app: Book Scheduled Rides
➡️ Users will be able to book rides for a whole month for the beta launch of this service.
➡️ The customers would have to make advanced payment for scheduling rides for a month.
➡️ This made the upcoming service a possibly lucrative one for the company.
Additional Design Work
Since there had been a revamp of the brand colours I was tasked to redesign all user interfaces of the app.
The components were also updated to make the app:
easier to use for the users
easier to develop for the development team
Homepage with Ride Management Widgets
Credit Purchase System
Ride Management
Conclusion
The solutions provided with the redesign successfully addressed the key issues identified in the research phase.
New users were being onboarded on much higher numbers through the app post launch. Users were now able to book rides easily through the app, according to their specific needs.
This resulted in a successful increase in key business metrics such as New User Acquisition and Number of Rides Booked.
© Kasif Ahnaf Bin Kazemi. All rights reserved.
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