My role at ReadyGo Cabs included redesigning their existing website and refining the digital brand. I also restructured the architecture and added several new sections and features to the website.
Transform a ride sharing business to a complete travel service
I visited railway stations, hotels, and tourist locations and interviewed tourists, hotel staff, and cab drivers to understand their pain points.
Goal of the research:
To understand user motivations, their pain points, and gain a wider sense of perspective on how the website played a role in the functioning of the product.
Key problems identified:
- Unclear statement about the message and products of the company.
- Bad communication about the number of services that were available.
- Actions were present, but not visible and rarely recognized.
- Text-heavy, minimal use of graphics did not help the user understand the product completely.
Analysis of competing apps:
To understand how cab services work and how we differentiate from them, I analyzed Uber, Ola Cabs, Lyft, Grab, and Didi.
Defining the User
The initial research helped me create user personas which helped me focus on the problems to be solved and communicate my work to the manager.
Improvement Model + Ideation
This helped me prioritize the important features and understand what the website might need to include in the future.
I designed 12 icons to help amplify the visual outlook of the website, which was my first attempt at creating icons. I also used some free character illustrations because of the limited budget.
The greatest challenge was to communicate the product to the wide range of users. Usability testing was one important part of the challenge and helped me see the different problems that users of different age and cultures can have.
If I get to work further on this, I would use A/B testing to iterate on the flow and also improve the visual design.