capstone
Case Study
MODE: Rideshare
OUTCOMES AND FUTURES
Users loved the increased feeling of safety, trust and personalization—especially millennials (and younger) who felt natural in articulating their desires with digital tools. Future iterations would make the design friendlier for people who spend less time navigating the world through their phones.
The key outcomes from my initial testing showed me a few local details to change, for instance, the “I’m running late” feature needed a way to say how late the user was running. Most importantly, though, was recognizing 1) just how quickly users needed to be able to move from download to ride and 2) how important precision and consistency is in a situation that calls for that kind of speed.
For the future, I’ve reduced the next steps for this design to two key points:
Every effort that the user puts in during onboarding needs to have a direct impact once they are “really” using the app. When each step needs to happen quickly, and each step can make you late to a high-value appointment, we value our energy much more intensely.
As an individual researcher and designer, it’s unwise to try to speculate too deeply on all the variations of how users might desire to create “modes” for their ride experiences, or what exactly the curriculum of “social standards” needs to be for user education. The more I conceived of my design process in terms of a multifunctional development context, the more I could prioritize the value I might add as a researcher and designer. Here, design and operational business strategy come into contact: these decisions call for a level of expertise where I need to work as team with internal SME’s or external consultants and vendors, instead of expecting myself to be a lone ranger.
Click here to see my the results of my second iteration of user testing.
Click here to see the latest version of the full red route sequence: from
Outcomes & Futures