IDENTIFY YOUR TAXI EASILY
MOV.za
Do you ever wonder when your next taxi arrives or its whereabouts? We've all been there.
With the MOV.za app, you can Identify your taxi easily and know its whereabouts from the comfort of your home. The app can trace active taxis around you in real-time, while else able to search the nearest active taxi heading to your end destination using geofencing technology. A truly simple solution for you and 5.4 million other commuters.
CHALLENGE
The primary goal is to digitize the taxi industry and bring a sense of safety and convenience in the industry for commuters
Due to the operational nature of the minibus taxi industry— It was difficult to gather substantial data of such a massive industry in a short period. The team and I were under extreme pressure to move fast, due to the tight deadline. We were tasked to deliver a high‐fidelity prototype to our technical production partner within six months. The combination of a fixed deadline and usability testing meant I needed to play an essential role in shaping the high‐fidelity prototype throughout each phase.
MY ROLE
I lead the UX and UI work, producing all major deliverables and presenting these to stakeholders and managers to get their buy-in.
My major focus areas on the design were; Functional (efficiency), Reliable (effectiveness), and Usable (satisfaction).
FUNCTIONAL
The efficiency of completing a task, such as searching for active minibus taxis in an area becomes anxiety-free.
RELIABLE
To achieve effectiveness for a fast and frictionless travel experience. This will enhance the activation and search process of the user.
USABLE
A User Interface that tells a story and user friendly to everyone regardless of age or ability. Which gives one a satisfying feeling.
SOLUTION
A smarter and safer way to travel
We needed to define a desirable approach for the app and how it would meet the needs of the taxi users. We were excited by the opportunity to create something more meaningful. We, therefore, looked into Stephen Anderson's UX Hierarchy of Needs, which heavily influenced our product strategy.
DISCOVERY
Research reveals the high need for a safe reliable transportation system at any time of the day
Through careful analysis of our research, we identified sufficient behavioral variables to segment our user audience. These patterns could be categorized into activities such as frequent and occasional users of the taxi.
Phase one of the app focuses on supporting the goals of Richard and Jac, our primary personas. We used personas constantly throughout the project to guide design decisions, priorities, and create empathy amongst the commuters.
"We wanted to empathize with the users and to find inspiration for our design problems solution by comparing our problem with the user's problems"
WIREFRAMES
Arrangement of the UI and data elements
A high‐level design language of the app's anatomy began to piece together from the Low fidelity sketches of the user interface.
DESIGN SYSTEM
HIGH FIDELITY PROTOTYPE
The main screens are designed to allow users quick access to the primary functions of the application
The app's UI and data elements were chosen to strike a balance between reinforcing context and creating an engaging and compelling interface.
MAKING LIFE EASIER WITH DESIGN
The interface design strives to be confident. It does not contain unnecessary elements. I opted for clear, readable typography —choosing colours with high contrast to increase legibility in outdoor, low‑light conditions. The design is uncluttered, clean, large, and well-spaced. All the design decisions are intended to help and exude a sense of confidence in the design.
MINIMISING LEARNING
I primarily designed the UI to support people on the go. Users can depend on their prior experience with Google Maps to minimise the learning of the app and focus on using the app.
TESTING WITH USERS
We worked closely with our usability testing service providers to help define tasks, establish objectives and evaluate the app. To ensure the test was realistic, we opted to use the high fidelity prototype.
WHAT I HAVE LEARNED
-
Research is a must: – I couldn’t have designed a product users love without the help of the people who will actually use it. The user survey revealed unexpected information and made it possible to adapt the product to users’ needs.
-
Personas are powerful: – Being aware of users’ needs and pain points helped me to create a seamless, end-to-end experience.
-
The user is always right: – Conducting user testing and evaluating users' feedback at various stages helped me to discover and eliminate pain points at early stages.