ReadyGo Cabs

ReadyGo Cabs is a local cab service startup that offers complete travel services beyond cabs, including travel planning and hotel integration.

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.

Project
ReadyGo Cabs
Role: UX Designer
Duration: May 2019 (3 Weeks)

Redesign
‍User Experience
Interface Design
Research
Prototyping
Adobe XD
ReadyGo Cabs website on a laptop

The Challenge

The informational website of ReadyGo Cabs had become outdated and lacked several key features. My responsibility was to craft a user experience with a modern and interactive interface that communicates the idea of the brand and creates a sense of trust and security between the company and the users.

Contextual Research

Before thinking about concepts and creating interactions, I wanted to understand the present problems with the website in views of the users and in terms of the business, which led me to conducting a usability test.

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:

  1. Unclear statement about the message and products of the company.
  2. Bad communication about the number of services that were available.
  3. Actions were present, but not visible and rarely recognized.
  4. 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

In one word, travelers. ReadyGo Cabs wanted to provide 360 degrees of services related to travelling, keeping the cab service at center. Travelers would include many different types of users trying to accomplish widely different goals, both in small and large scale.

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.
How might we create an experience that talks to travelers with different needs and increase more actions?

Improvement Model + Ideation

Combining the new features that we needed to add to the website as suggested by my manager and inputs that I received from the initial research, I created an affinity diagram to note the key features that would be a part of the new design.

This helped me prioritize the important features and understand what the website might need to include in the future.
Keeping the findings in mind, I sketched low-fidelity wireframes and created flows to understand how the website can serve its goals in the fastest and most efficient way. This was followed by a small usability test, where I did a crowdstorming session to get feedback and understand how the users want the solution to be.

Information Architecture

An illustration of the sitemap that I designed after a round of usability testing of the idea and sketched wireframes with 5 users and discussing with the manager.

Visual Design

The present logo had several versions and had multiple errors. I used the decided new typeface to correct the minor problems in the logo and changed the colors of the brand to a more bright and open color.

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.

Final Design

Landing page
Landing page

Reflection

The website I started with was built without any research or user focus. Although a redesign project, I completely crafted the website experience from scratch and realized the crucial role research and empathy in the design process.

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.