Challenge: Discover the pain points of the current app and propose solutions to improve user experience

Deliverables: Strategy. User research report. Persona. Task flows. Sketches. UI. Prototype

Role: Product Designer

Homepage

As usual, users need to set their destination and location first to start a ride. Then they have a few options to do depend on users' situation. If they are in a hurry, they can begin their ride without setting any preference. However,  they can choose the set saved before and start the ride. Finally, they can set their preferences and apply some special requests before beginning the ride. 

Preferences

If users want to set the preferences to find the most suitable driver, they can choose the preferences or requests before starting. 

After they start to set, there are a few options provided for people to pick. They are separated into three parts: "What you will take," "Personal preferences," and " Special requests." Depend on users' personal situation, and they can set their own package.

Preferences

After understanding all the options, they can start their settings. Users can set the numbers of people or things they take with them. Or they can click the preferences or requests in the set. 

After the settings, they can see the settings' details and the changed prices because of the supplies. Users can still go back to edit the setting. After all, they can start the ride.

Start the ride

After users set everything and start the ride, it will provide a QR code to help users find the right car. It not only saves time but also improves security. 

Set

Users can save their settings for later rides and name them. The sets can help users save a lot of time and improve the user experience. And they can also check the details of the set after you click the name of the set and do the edits. 

Setting before

Users can also set preferences when they are free. It will save a lot of time and provide convenience for users when they are in a hurry to take a ride. The user experience will be improved in a minute. They can also edit the saved sets depends on their own personal situation.

After four weeks of user research, analysis, and redesign, I validated the assumptions and changes I have made. I did this by testing my clickable prototype with ten new users. The results are:

1. Setting the preferences: 10 out of 10 users found it easily and started to set the preferences
2. Understand the choices: 8 out of 10 users understood the choices' meanings.
3. Save the settings for the later rides: 10 out of 10 users knew how to do that.
4. Setting before: 10 out of 10 users could find the setting places and found it helpful.

Notes: For future studies, I would like to spend more time collecting data on how users will set their preferences. Also, how is the design of the driver's side? 

Here is the process

For the initial user research, I conducted Lyft usability testing to understand the current problems. During the synthesis phase, I used the user flower to analyze pain points and determine priorities. Then I generated flows to understand where users were having troubles, created Lo-Fi sketches, and Hi-Fi clickable prototypes. In the end, I was able to validate with users and confirm the redesign solves the pain points. The project timeline is 4 weeks. Now let's go deeper into each step.

About

I first did researches to understand the business goal, brand, strategy, and target audience of Lyft. 

Competitors

One of the competitors of Lyft is Uber. Simply, Uber is a technology platform that uses a smartphone application to connect riders with drivers. 

Another competitor is called DiDi, from China.  

Based on the study, here are a few findings:

• Compared with Lyft, these competitors paid a lot of attention to solving security problems.
• There are more miscellaneous functions to improve the users' personal experience.
• Besides the riding service, they also provide more services. ( because of the different strategies)

Survey

Based on the survey, Here are the problems I decided to focus on.

• Difficult to find a suitable driver
• Difficult to get help during the ride
• Difficult to notice danger and do actions during the ride
  

Interviews

Because of the survey results, I started to keep doing interviews with specific groups of people. 

Persona

To help communicate information about users that I collected during research, I created a provisional persona.

User Journey

I created a user journey to steps a user typically goes through in order to complete tasks in Lyft:

• Users want to arrive at the destination safely
• Users want to get a comfortable experience

Based on the user journey, there are few pain points. Combining with the researches, problems are appearing during the user experience.

User Flow

This is the current user flow of Lyft. Based on the different features, Lyft has different user experiences. ( click to check all flows )

Presentation

Here is the link to the presentation.

Contact me, I am so glad to let you learn better.

Contact

New York City, New York, 10010
Phone: +1 347 735 0896
Email: taokaiwen.design@gmail.com
Linkedin: linkedin.com/in/kaiwentao/

© Kaiwen Tao
Product designer