Cassandra Tang

IMPROVING RIDE HAILING EXPERIENCES

In today's modern world, we are constantly finding better ways to travel and with every city, comes its own practices to transportation. This self initiated project is an observational study focusing on improving the entire user experience of the Free Now app through inclusion of cultural contexts and ease of use.

PROJECT INFO

FOCUS

User Experience & Visual Design

CLIENT

Free Now

DATE

February 2020

IDENTIFIED PROBLEMS

This was a self initiated case study after my first initial experience with the mobile app. I noticed several, crucial inconsistencies that either made simple actions a lot more difficult, or prolonged my time on the app because information was unclear.

Hypothesis

No cultural context is taken into account with different fare types in different cities. Users want full transparency with their fares before booking a ride.

STREAMLINING UX FLOWS

The entire UX flow for organising a trip is simplified and broken down into two different actions – scheduling a ride or booking an instant ride. The different types of rides available are integrated into the flow as part of a progressive disclosure method.

PROPOSED IMPROVEMENTS

Visual consistency and strong brand elements were introduced for a more cohesive, delightful experience. The redesign allows for a clear overview and breakdown of all the fares, including any promo vouchers. Every action is clear and there are obvious differentiation between each type of information such as payment methods. Additional visual information such as the car type and colour is added for users.

With the profile, chunking is used to have clear groups of different information to prevent any confusion. There is no need for both FAQ and Help/Support – instead, they were combined together for an easier classification of support questions. Information have been simplified so that users can get the answers they need quickly without feeling lost.

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