UX - Taxi App
Improvements to an existing taxi app.
The Challenge
With millions of passenger journeys occuring each year, there are many aspects that can be improved.
The Problem
How may we improve the customer journey of taxi users?
The Approach
In the discovery phase user interviews were conducted to uncover areas of improvement. A competitor analysis and secondary research was used in order to create an affinity map.
The result uncovered was that taxi users ranked customer service and taxi availability as most important. Using personas and a journey map, opportunities were uncovered to improve the usability.
Methodologies
User interviews
Competitor Analysis
Secondary Research
Affinity Mapping
Journey Mapping
Personas
Wireframes
Prototype
The Result
Taking on board customer insights several new features were introduced to improve the app. Some included a driver rating system and customer journey notes.
