TaiwanTaxi Reserve APP
It is one of the most popular taxi apps in Taiwan, offering multiple taxi services and payment methods
CLIENT
TaiwanTaxi
MY ROLE
Prototyping UI Design UX Design
SUMMARY
Improve the application experience of app, optimize the UI and reduce the time spent on taxi booking.
JULY 2019
Project Goals
PROBLEM STATEMENT
Information overload, the excessive amount of information distracts the users, and it should return to the motivation of users to "move from A to B" when using the APP, so as to help users achieve their usage goals quickly and easily
App information structure is chaotic and function classification is not clear enough, which easily makes users confused and get lost in the product operation route. Visually, there is no consistent and standardized icon, button and layout configuration, which cannot highlight product features and brand recognition
1
Provide smooth service booking process, including accurate GPS positioning, instant and quick waiting time
3
The software and hardware in the taxi provide a more personal and intimate experience for riders, which makes the rating mechanisms more reliable and trustable.
2
Provide instant and active notification of pick-up vehicles and drivers
4
Offers automatic, cashless, multiple payment methods. Invoices are automatically generated and emailed to riders
Research Methods
Customer Journey
Prototype testing
Market research analysis
Information Architecture
Customer Journey Map for Taxi
CUSTOMER JOURNEY
Users need accurate positioning and information such as arrival time and cost from the start of booking, contact the driver while you are waiting for a taxi. During the ride, personalized services are provided to create the reliability and reference of the scoring mechanism. At the end of the ride, multiple payments are provided to quickly complete the payment process and create a good ride experience.
User Reviews
Google Play Store, Apple App Store
2019/03~2019/07
System stability
Map location is incorrect
Scan payment failed
Quit unexpectedly
Could you please call the car more accurately? Otherwise, every time I call the car, it will be far away from me and I have to call the driver, which is really troublesome...
UI Design
The percentage of ads is too high in the interface
Interface information configuration is mixed
The app is a ride-booking service, not an advertising platform...
Product function and process
Map location and address input process is not smooth
Payment is recommended to add security mechanisms, such as fingerprint identification
Map destination selection function is not easy to use; It takes a lot of time to select maps and change addresses...
According to the above analysis of the problem and user feedback, as a reference for design ideas.
Interface Optimization
Booking Taxi Immediately
Provide users with GPS positioning, address input or common records, complete the reservation service, help users to achieve the purpose of booking immediately.
Member Information
You can preview member information directly, and integrate "My" and "Member Zone" pages, such as Facebook, Line, WeChat, etc., to make them more suitable for users.
Simplify the steps
Users can input the address directly or use GPS positioning, the recent address history to complete the reservation or taxi service. Simplify the home page information to help users achieve the purpose of booking taxi quickly.
Service integration
In the information of booking taxi, it integrates car classification, payment method, and takes in redundant and infrequently used functions and information (such as special needs), so that users can quickly press the button of booking taxi.
One step payment
The payment method of APP includes credit card, enterprise signing and manual input, which are integrated into the payment function items, so that users can focus on the payment behavior.
Simplify the coupon selection process
The Toggle Switch button was removed from the payment page to make it more intuitive for users to select discount items.
Learnings
This is a prototype that took three days to make. Once you set up the wireframe right from the beginning, including the style and the model, you can shorten the time of prototyping a lot. From this project, I have learned that there are many stakeholders behind a product, and not all problems can be solved by design. There are also many system or marketing factors to be considered.
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