UX Strategy Report Bus Driver Travel App
01: Vison, framing and outcomes:
01.1 01.2 01.3 01.4 01.5 01.6
Company Overview User Assumptions Lean UX Canvas Problem Statement Feature Prioritisation Matrix Hypothesis
02: Research techniques:
02.1 User Survey 02.2 Design Persona’s 02.3 Competitive Analysis
03: Design the experience:
Table of Contents
03.1 03.2 03.3 03.4 03.5
Experience Map Task Flow Diagram Prototyping MVP User Testing
04: UX Strategy Summary:
04.1 Synthesis of Findings
References:
01
Vision, framing and outcomes
Company Overview
For confidentiality the name of the company has removed from this report. This is an Irish based company which operates bus and coach service online through their website. They offer high quality coaches to major events and venues including the Three Arena and Croke Park. They provide reliable same day return trips to some of the biggest sporting events and where the official bus service to many of Irelands largest music festivals including Electric Picnic and Longitude. With fifty pickup points across sixteen countries they have the unique selling point of offering single seat bookings, which allow people traveling alone to an event a cost-effective service as there is no need to book an entire coach. With safety and reliability at the core of the companies ethos, their customers are dropped and collected directly outside venues in contrast to other coach services which may require further use of public transport. With bookings made online their website and e-tickets sent by email containing QR codes which are scan upon entering the bus taking the hassle out of travel.
01.1
User Assumptions
01.2
Assumptions are our best guess based on what we know today. They are also filled with risk. The goal as Lean UX practitioners is to reduce risk. Declaring your assumptions allows your team to create a common starting point. . (Gothelf & Seiden, 2013)
Who is the user? The user will be bus drivers aged between 35 and 65 years old
Assumptions give a starting to a project and allow a team to list everything they believe to true regarding the business and end user. Assumptions can then then convert into hypothesis statements which can be tested with users. Using the Lean UX template on assumptions the following were made relating to who the end user will be, how the product fits into their lives and what problem does it solve.
What problems does our product solve? the product solves issues involving not knowing how to get to a certain location, what to do big on point exchange, providing information on passengers and what to do in their own situations.
Where does the product fit into their life or work? The product will be used during their workday while they are driving their bus.
When and how is the product used? The product is used to check what route they are on for today, to aid in navigation, to validate passenger tickets and stay in contact with admin. What features are important? The features that are important would be GPS tracking so passengers know where the bus is, a QR scanner for scanning tickets, a route map and navigation system that uses Google Maps and a means of communication between the driver and admin. How should our product look and behave? The product must be easy to use and intuitive and must not distract drivers while driving but also gives you needed information at a glance.
01.3
Lean UX Canvas
“Our goal is not to create a deliverable, it’s to change something in the world to create an outcome.� (Gothelf, Seiden 2013)
This project followed follows the Lean UX approach to user experience design where emphasis is placed on outcomes and not outputs.
The Lean UX Canvas was used to get an initial understanding of the business problems and outcomes. It also helped to begin the user centered approach by listing the user outcomes and benefits. It helped in understanding the current business problems and possible solutions. The canvas also helped in developing the initial problem statement and hypothesis.
Problem Statement “The problem statement gives your team a clear focus for their work. It also defines important constraints.” (Gothelf, Seiden 2013) This project followed follows the Lean UX approach to user experience design where emphasis is placed on outcomes and not outputs. “[Our service/product] was designed to achieve [these goals]. We have observed that the product/ service isn’t meeting [these goals], which is causing [this adverse effect] to our business. How might we improve [service/product] so that customers are more successful based on [these measurable criteria]?” The company was created to offer high quality transport services to all leading festivals, concerts and sporting events. We have observed due to a breakdown in communication among stakeholders that drivers are taking the wrong route and pick-up points, buses are arriving late to events and passengers cannot locate the bus after events are over which is causing frustration among customers and stress among drivers. How might we improve the service so that communication between stakeholders is enhanced so that drivers may complete their jobs more efficiently?
Customer Complaints: •Bus was late arriving at event •Driver went the wrong way •Driver didn’t contact me after the event •The driver was rude and unhelpful •Bus was not where we were dropped off •Driver got lost •Bus left without me after event •Bus driver didn’t stop when asked for toilet break •Bus was old and/ or uncomfortable The impact of this is: •Customers are becoming frustrated and may have a bad experience with the client •Drivers are becoming stressed as they must deal with frustrated customers and may not want to drive for client •The reputation of the company brand may affected
01.4 How these problems can be solved through a Driver App: •Allow drivers to see itinerary for the day •Drivers can upload photos of the bus so passengers know which one to board •Offer clear and concise directions for the driver to an event •Show the driver exactly where to park •List the pick-up/drop off points along the route •Allow drivers to easily scan on passengers •Enable quick contact between admin and driver in case of changes or emergencies •Offer GPS tracking so that passengers can track the buses location
Feature Prioritisation Matrix During workshops with the client four assumptions were prioritised using a feature prioritization matrix. Following the Lean UX framework prioritising features allows them to be tested as soon as possible. Features were prioritised according to technical feasability, UX feasability, impact on the user and impact on the business.
Four key features were identified, the driver login, the driver’s route of the day , a QR scanner to scan passengers onto the bus and a feature for admin to contact the driver in case of changes to the route or emergency situations.
01.5
01.6
Hypothesis “Hypotheses bring you closer to your goal by providing you with a testable statement that you should be trying to refute throughout your research.” (Tofflová, 2018) The most prioritised features were then converted into a testable hypothesis statement. These hypotheses would then be tested with the user through a prototype. “We believe [this statement is true]. We will know we’re [right/wrong] when we see the following feedback from the market qualitative feedback] and/or [quantitative feedback] and/or [key performance indicator change]”. (Gothelf & Seiden, 2013)
Overarching Hypothesis:
QR Scanner Hypothesis:
We believe by improving communication among stakeholders through a driver app, would enable drivers to complete their jobs more efficiently and reduce stress. We will know this is true when drivers are no longer experiencing problems along their journey and not dealing with frustrated customers.
We believe by implementing a QR scanner for validating tickets would allow the driver and admin to know who is on the bus at all times. We will know this is true by testing a prototype with drivers and asking if certain passengers are or are not on the bus.
Driver Registration/Log-in Hypothesis:
Admin Contact Hypothesis:
We believe by creating a clear and concise registration and log-in process, would enable first time users to access the features of the app hassle free. We will know this is true by testing a prototype with drivers and observing if they can complete the process intuitively.
We believe by allowing admin to contact the driver at any time would allow for a seamless transfer of information regarding updates or changes in routes. We will know this is true by testing a prototype with drivers and asking them to relay an important message from admin.
Driver Route Hypothesis: We believe by creating an itinerary and easy to follow route map, would give drivers the necessary information to navigate their journey. We will know this true by testing a prototype with drivers and cross- examining the route with them.
02
Research Techniques
User Survey Survey questions were created to gather quantitative date on the end user. An affinity mapping exercise was undertaken as a team with each member contributing to towards creating relevant survey questions. Once the exercise was complete the questions were than collected and grouped under four categories which included demographic questions behavioural questions, questions relating to their use of technology and emotional questions. As a team the questions were then voted on and a Microsoft forms survey consisting of the 12 most popular questions was created. The survey was then posted on the facebook group “Irish Coach Drivers Corner” which has over 2.5K members. The survey followed the guidelines of the “Smashing UX design” book by (Allen & Chudley, 2012)and used a majority of subjective questions with just some opened ended questions. Too many open-ended questions can lead to less responses as they are harder and more time consuming to fill out. The survey and results can be found here:
02.1 Survey Questions: 1. What is your age? 2. How long have you been driving a bus? 3. Where are you based? 4. How do you currently check passenger tickets? 5. What do you do if a parking/pick up point has changed for the passengers? 6. What do you do if you are confused or unsure about where to go? 7. How do you obtain information regarding a trip? 8. Do you use google maps or similar on a job? 9. What is the most stressful part of your job? 10.What is the most difficult/problematic aspect of dealing with passengers? 11.Do you use a smartphone often? 12.How would you like technology to improve your workday?
User Survey Synthesis of Results: The survey received over 180 respondents. Ultimately some questions were unapplicable to certain drivers as they did not apply to the type of bus they drove, the membership on the page was made up of public transport and school drivers not just private hire drivers. Despite this some key insights were found. 63% of divers were over the age of 45 which proved the assumption that the end user was aged between 40-65. The majority were experienced drivers with 37% having 20+ years’ experience, despite this 83% still us e google maps or equivalent while completing a job, with a further 83% saying it would be their first port of call if they were lost or unsure where to go. Of the drivers that get itineraries before starting a job the majority were through email or text message. Unexpected changes, managing passengers and route navigation were the most stressful aspects of the job and anti-social behaviour and passenger communication were the most problematic parts of dealing with passengers. While anti-social behaviour is difficult to solve directly providing the passengers with all the information they need after an event, such as the bus location and how to get there may decrease frustrations and lead to less likelihood of anti-social behaviour. When asked how technology could improve their workday 35% wanted navigation assistance, 29% an improved means of communication and 22% wanted easier passenger boarding.
Question One: Age
63%
over 45 years Question Two: Driving experience
37% 20+ years
Question Eight: Use google maps or similar
83%
Use Google maps
Question Nine: Most stressful part
1. Unexpected change
2. Managing passengers 3. Route Navigation 4. Communication with admin
Question Ten: Passenger issues
1. Anti-Social behaviour
2. Passenger communication 3. Passengers not being at stops 4. Customer complaints
Question Eleven: Technology to improve workday
35%
Navigation assistance 29% Improve communication 22% Passenger boarding 11% Schedule organisation
Personas “A persona is generally a fictional description of a model user based on high quality user research of actual users in the target user group. It can include details about the user’s education, lifestyle, interests, values, attitudes and patterns of behavior”. (Allanwood, Bearce 2014) Personas can offer a better understanding of user’s motivations and needs in relation to their experience using a product. Persona’s help to identify pain points users are having along their journey, they also allow us to empathise with users and view a product or service from their point of view.
Three basic proto personas were created using the Lean UX template. These where based on assumptions of who the average end user of the driver app will be. Through more detailed user research these personas will be refined to reflect who the actual end user will be.
02.2 Scenario/Bio
Pain Points
Peter is a bus driver for a small bus company in Tralee, he’s been working there almost 40 years. Peter loves meeting new people everyday and enjoys having the chats with his passengers.
• Not tech-savy • Eye-sight not as good as it was • Trying to relpy to admin while driving • Numerous apps needed to do his jobs • Parking point is move • Missing/unaccountable passengers
Motivations
Potential Solutions
• To leave on time • To get to his pickup points on time • To get everyone there safely • Confident that he will be told about any delays • To know who is getting on/off at each stop
•GPS tracking so passengers can find the bus after an event • Real-time updates • Very simple messeging system that can be understood at a glance • Clear and easy to use interface • Large buttons and fonts • Voice messages for updates
Peter, 60
Demographics
Married: Yes Kids: Tom 33, Jane 28 Occupation: Bus Driver Location: Kerry
“
Between google maps for navigating, whatsapp for messaging and gmail for passeneger list i’m just using too many diiferent apps at once
“
Personas Scenario/Bio
Pain Points
John became a bus driver because he loves tinkering with engines and loves vintage buses. He’s not so much a people person and prefers not having to interact with his passengers
• Passengers being late • Passengers losing their tickets • Unexpected but avoidable delays • Dealing with drunk passengers • Not knowing if an event is running over time
Motivations
Potential Solutions
• To focus on his driving • Kept updated on potential delays • To have a stressfree workday • Get everyone to an event safely • To know who is on his bus at all times • Know exactly where is pick up points are
• Easy to use QR scanner for passenger tickets • Manual entry incase phone is dead • Real-time updates on traffic and delays • Clear Itinerary with pick-up locations and full list of passengers • Upload photos of the bus so passengers can find it
John, 45
Demographics
Married: Yes Kids: Mark 15, Sarah 12, Occupation: Bus Driver Location: Mayo
“
I just hate when passengers can’t find the bus after a concert and I’m the one who gets the blame
“
Scenario/Bio
Pain Points
Derek began driving buses part time since retiring from the army. He doesn’t have that much expierence driving in cities and sometimes gets lost.
• Isn’t familiar with city driving • Doesn’t know where to go when parking is changed • Occasionally misses some stops • Dealing with angry passengers
Motivations
Potential Solutions
• Not to leave passengers waiting at stops • To know where he is going • To reach events on time • To have a stress free workday • To get everyone home safely
• Clear route of the day • Information on every stop • Easy to follow navigation • Live tracker so passengers know the bus is on the way • Effortless communication with admin
Derek, 54
Demographics
Married: Yes Kids: No Occupation: Part time Bus Driver Location: Sligo
“
i amn’t too familiar with the routes through major towns in ireland
“
Competitive Analysis “Competitive intelligence is the process of legally and ethically gathering, analyzing, and acting on information about an organization’s market environment, competition, and other forces that may impact its future success.” (Levy, 2015) Travel Master have several direct competitors operating within Ireland which include Concertbus. ie, Irishconcerttravel.ie and Buses2concerts.com. These companies offer a similar service to Travel Master and use the same business model of selling direct to customers. From preforming an online audit of these companies none currently have an app available for either the customer or the driver. Thus, making it difficult to perform an accurate analysis of the driver’s experience. Travel Master does however have several indirect competitors with apps designed for not only the customer but also the drivers. This companies include Rally and Zeelo. The purpose of the Travel Master driver app is to enable the user in this case the driver to do job which in this case is to transport passengers from point A to point B. This model can be applied to other sectors for instance the taxi industry where drivers job is to transport passengers from one point to another. This allows for indirect benchmarking on companies within that industry with apps such as Uber and FreeNow to see how Travel Master might emulate some of the services or features they provide.
02.3 Zeelo Driver App:
Uber Driver App:
Findings:
A UK based bus sharing company Zeelo offers smart transportation services for commuting. Zeelo is the transport business partner to some of the UK’s largest companies including Vodafone, Land Rover and Aston Martin. The Zeelo Driver app provides drivers with all the information they need for each trip and includes features such as stop-bystop locations, turn-by-turn navigation, passengers list and vehicle tracking. Zeelo also offers a reward system for drivers but no information on this could be found.
Uber is a ride-hailing company that offers the Uber mobile app, which users to submit a trip request that is automatically sent to an Uber driver nearby. The Uber Driver App allows drivers to pick up jobs on request and manage jobs in real time. With its own navigation service, the Uber driver app gives traffic updates in real time and along with turn-byturn direction. Passenger information is included in addition to a score system which allows both the driver and passenger to rate their experience of the trip. Other features include a promotion system encourage drivers to take on more jobs, the ability to download trips in case of bad internet coverage and tracking the number of trips completed.
From carrying out a competitive analysis none of TravelMasters direct competitors deliver or are aiming to deliver a similar value proposition to TravalMaster. Of the direct competitors audited none have a mobile app currently available with no way for drivers to manage their trips, with only one Concertbus.ie giving drivers the contact number of the group leader. The introduction of a TravelMaster app for drivers would allow them to place a lot of distance between themselves and their competition.
Rally Driver App:
FreeNow App:
Rally is a bus rideshare app which connects its users with other people going to the same event or destination. The Rally driver app provides drivers with the power to view upcoming jobs and schedules, gives passenger lists and information on passengers stop by stop, turn by turn navigation and GPS tracking. Passenger and bus information updates in real time and the Rally support team is available throughout the trip in case of emergency.
FreeNow is a taxi hailing company operating in Ireland and the UK. Similarly, to Uber it has an app specifically for drivers with allows them to accept and manage jobs on the go. The FreeNow driver app provides drivers information to complete their trips including turn by turn navigation, tracking and passenger details. FreeNow allows driver to track their earnings, rate their passengers and prebook their day with trips beforehand.
Moving onto TravelMasters indirect competitors who offer their drivers a much richer user experience by aiding them while they complete their jobs. The use of an application designed specifically for drivers gives drivers a platform to review their upcoming schedules, offer turnby-turn navigation to destinations and a way of tracking who is on board their vehicles through stop-by-stop information and scan on/off features. Many of these features TravelMaster could look emulate or expand even further on in the future. While not in the same industry companies such as Uber and FreeNow operate in a similar fashion providing a mobile app for its drivers to improve performance by minimizing room for error through smart navigation and live traffic updates.
Competitive Analysis Customer Experience Insights
Benchmarking Itinerary:
It is important to put the driver in context, the majority of the app will be in use while the driver is driving. The goal of this app is to enable drivers complete their jobs more efficiently it is important that the information is clear and easy for the driver to understand at all times. From a simple login process to clear and concise itinerary where with the driver can receive all the necessary information you need to complete his job before he begins his journey while on the route is important that the navigation layered is easy to follow and does not take away from the driver’s concentration on the road. Benchmarking Login:
Benchmarking Route Map:
03
Designing the Experience
Experience Map
03.1 “An experience map is a strategic tool for capturing and presenting key insights into the complex customer interactions that occur across experiences with a product, service, or ecosystem.” (Adaptive Path, 2013) An experience map helps to understand how users are feeling while using a product. They are used to understand the motivations needs and concerns of a user. Experience maps can be used to identify innovations that lead to a seamless customer experience. (UXMag ,2020) Based on the research conducted in the previous section and the personas created an experience map was developed. The experience map created uses a first-time user of the app as an example and maps their journey using the app noting what he is doing, thinking and feeling.
Identified Opportunities: • Create enjoyable experience that enhances the drivers workday • Eliminate driver worries about being late • Eliminate driver worries about unexpected changes • Support the driver in their journey don’t hinder it • Keep the passengers updated on where the bus is at all times • Accessible and legible itinerary • Offer back-up in case system goes down • While driver is completing checks notification is sent that bus will be leaving in 30 mins • Drivers location is shared as soon as he starts his journey • Easy to use QR scanner with manual details entry option • Updates from admin are voice messages so driver doesn’t have to take eyes off the road • Bus location shared just as concert is ending, with message that it will leave in 30mins • Clear and legible UI elements (used while driving) Large fonts, contrasting colors • Simplify the steps each stage don’t make it a chore
Task Flow Diagram After the experience map was analysed a task flow diagram was created to outline how the user moves through the application to complete a certain task. Task flows are the first step in the design phase, using task flows prototypes can begin to be developed, starting with low fidelity paper sketches then moving to high fidelity wireframes and MVP’s. (Baskanderi, 2017) This task flow outlines the user’s journey through the application to complete the features that were prioritised with the client. First was the process of logging into the application or in case of first-time users completing sign up registration. Next the driver selecting an upcoming trip and viewing his itinerary which provides information on the driver’s route of the day, pick up point locations, passenger details and a route map. This is followed by the process of scanning passengers onto the bus using the in-built QR scanner. Finally, communication between admin ant he driver, how the driver receives message updates and the process of responding.
03.2
Prototyping Paper prototyping can give you a sense of how the workflow is starting to coalesce around the interface elements you’ve assembled. (Gothelf & Seiden, 2013) Once the user experience map and task flow diagram were created the ideation phase of the project began which starts with paper prototyping. These are quick representations of the Interface of a product which can be tested with users to determine which parts of the products are valid and which should be revised or discarded. Usability testing paper prototype: Due to the limited pool of end users which at present are drivers currently employed by TravelMaster and not gaining access due to covid-19 restrictions alternative means of usability testing was needed. Paper prototypes were instead tested with two local school bus drivers. While the same level of insights cannot be extracted due to the product not applying to their typical workday as they drive on static routes with the same passengers every day, some insights into the usability and flow of the design could still be extracted. Both were asked to do a series of tasks including, logging in, accessing the itinerary and selecting certain stops along the route of the day, accessing passenger details and communicating with admin. The prototype was created using marvel. It was observed that: • • • • • • •
Both were able to log in with no problems Both were unable to locate the route map button Both didn’t know how to select a specific stop One physically counted the number of passengers at a stop, missing the passenger counter One did not notice the back button and didn’t know how to go back to a previous page Both were able to manually enter passenger details Both were able to confirm if a certain passenger was onboard
03.3
MVP A prototype is an approximation of an experience that allows you to simulate what it is like you the product or service in question. (Gothelf & Seiden, 2013)
Driver Login
Reflecting on the results gathered from the usability testing using the paper prototype the following changes to the layout and design were implemented: • A more distinctive and clear back button to return to a previous page • Adjustment to the positioning of the route map button and use more of a familiar metaphor • More emphasis placed on individual stops within the itinerary to distinguish they are clickable so to obtain passenger details on that stop • Bigger text, less clutter and more spacing between touchpoints, the contact with admin feature will be in use while driving so must be clear and easy to read • Add a feature so that driver could send his own message as a reply
Driver Itinerary
Adobe XD was used as the prototyping tool for the driver app MVP. The application is quick and easy to use and was chosen due to its compatibility with the adobe suite. The link for the prototype can be found here: https://xd.adobe.com/view/a002db3f-2507-4790-8402-15c2bfd692fc-f551/ For best results please us on laptop/desktop or download the Adobe XD app to your phone.
QR Scanner
03.4
Communication with admin
User Testing A prototype is an approximation of an experience that allows you to simulate what it is like you the product or service in question. (Gothelf & Seiden, 2013)
Reflecting on the results gathered from the usability testing using the paper prototype the following changes to the layout and design were implemented: • A more distinctive and clear back button to return to a previous page • Adjustment to the positioning of the route map button and use more of a familiar metaphor • More emphasis placed on individual stops within the itinerary to distinguish they are clickable so to obtain passenger details on that stop • Bigger text, less clutter and more spacing between touchpoints, the contact with admin feature will be in use while driving so must be clear and easy to read • Add a feature so that driver could send his own message as a reply Adobe XD was used as the prototyping tool for the TravelMaster MVP. The application is quick and easy to use and was chosen due to its compatibility with the adobe suite. The link for the prototype can be found here: https://xd.adobe.com/view/a002db3f-2507-4790-8402-15c2bfd692fc-f551/ For best results please us on laptop/desktop or download the Adobe XD app to your phone. The link for the user testing can be found here: https://drive.google.com/file/d/1gTXV8zBNf yXWxx1SLqGxWo6su8fuPj43/ view?usp=sharing
03.5 Testing of the MVP was carried out with Damien long, bus driver and owner of the company. The following tasks were asked to complete: 1. 2. 3. 4. 5. 6. 7.
Sign into the app and select the journey to Justin Bieber on the 27th Tell me how many stops and passengers you have on this trip and then select the route map Tell me how many passengers are getting on at Cahir Do your pre journey checks and start your journey Scan on a passenger who does not have a QR code Tell me if John Morris is on the bus You have received an important message from travel master I want you to tell me what it says and respond to the message
Task One: Task was completed as the process was easy comprehendible. Comments that “journey to” and “journey back” should be changed to “outward journey” and” return journey” respectively to make more sense to drivers. Task Two: There were no issues with completing this task the relevant information on passengers and stops was clearly visible and the location of the route map was in an ideal location. Feedback on adding small text underneath passenger icons to ensure it was readable as icons may be understood. Task Three: There was a small bit of confusion as the precipitant was unsure that the individual stops could be selected as they look like just points in the Itinerary..
Task Four: Pre journey checks were easily accomplished. However, it was felt that this step should be much earlier in the process when the driver is locking in. Task Five: This step just gone on a passenger were easily comprehend it however the QR scanner needs accompanying text describing what to do such as “use to scan”. Task Six: The precipitant was able to find the desired passenger until if he was on board, but passenger details need to be arranged alphabetically or in order of who is on board and then who is not so the driver knows exactly who he is waiting for, there should also be an option to search for passengers. Task Seven: The message was easily understood, and the preset responses were considered of good edition, however the possibility of having a traffic light system for distinguishing the seriousness of a message was put forward. Red being and ASAP emergency message and green being a minor update to the route such as passengers running late.
04
UX Strategy Summary
Synthesis of Findings Vision, Framing and Outcomes: This project followed the lean UX approach to user experience design. The project began with an audit of TravelMaster to distinguish who they are, what services they provide and their unique selling points. Next to give a starting point to the project a list of user and business assumptions were created using the lean UX canvas to clear up who the user of this product would be and what benefits they would gain from using it, the lean UX canvas was also good for tool for planning the next stages of the project. Next stakeholder interviews from employees of TravelMaster and from analysing customer complaints a problem statement was synthesized. There was a breakdown in communication among stakeholders which was causing customer frustration and adding unnecessary stress to drivers’ workdays. During workshops with he client 4 features were priortitised as the main focus of this UX strategy report and hypothesis statements were developed for these features which could be tested.
Research Techniques: Following the lean UX template 3 proto personas were created based on assumptions gathered in the previous section. Next a survey of 180 drivers was carried out to gather quantitative and some qualitative data their work day experiences and some of the problems they face. Key insights into the most problematic aspects of their jobs were gained in addition to how technology could improve their work day. Based on this research three fully developed personas were made looking into the motivations and pain points of drivers, these would later be used to build the experience map. Finally a competitor analysis was undertaken to see what other companies were doing within the market. Direct competitors within Ireland and indirect competitors abroad were analysed. Indirect benchmarking of companies within other markets such as ride hailing services were examined to see if any features that we use could be applied to clients driver app.
04.1 Designing The Experience: Based on the pain points and motivations of the personas an experience map was built to get a deeper understanding of how users were feeling while using the product. This identified many design opportunities but particularly the need for the product to have a simple and intuitive interface. The importance for the app not to distract the driver while driving but at the same time provide all the information needed to complete the job efficiently. Next using the experience map a task flow diagram outlining how the user moves through the product to complete certain tasks based on the features that were prioritised earlier was designed, this helped visualize all the processes and decisions involved within the product for achieving these tasks. Interactive paper prototypes using Marvel where built and tested with two users, these tests highlighted some issues relating to the flow under certain design aspects which were analyzed and adjusted before making the MVP in Adobe XD. User testing on the MVP was then carried out. Again due to limited access to the end user only one round of testing could take place with one driver. Despite this some valuable insights were achieved, pain points were observed and feedback from the participant regarding design elements of the product and overall flow will be analysed and implemented when moving onto the next stage of the project and creating a high fidelity wireframe.
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