The Rocket Internet app to get you around the city via Taxi.
Improving the passenger app by reducing the number of ride cancellations and bounce rate.
Research
User flow
Wireframe
User Interface
Prototype
Usability testing
Validation
In order to understanding the problem that the Easy Taxi users were facing in our app, I interviewed several Easy Taxi passengers. By doing that, I discovered that they are always in a rush, meaning that spending more than 30 seconds to request a ride is not an option.
Furthermore, after running an usability testing, I noticed that the current version had a gap that was leading into “missclicks” with the Request button. One of the main reasons was that, some users wanted to add the destination address but they couldn’t find another way but hitting the Request button. The second main reason is that the users were cancelling the ride because they wanted to select a different payment method before the request.
With all information needed, we reviewed and optimized the user flow, trying to reduce the interaction friction as maximum as we could.
Less steps to request a taxi, but also less intuitive, leading to several missclicks and high number of ride cancellation.
1 more step added, but more intuitive. We also included recently and favorite addresses based on user’s location to make the process faster.
In order to minimize the time to request a cab, we reduced the loading time to open the app from 19 to 3 seconds by eliminating unecessary components and redesigning some UI elements to make them more intuitive, smarter and lighter.
less cancelled rides
out of 5 stars rating
average time from opening the app to ride confirmed
“Magic is something you make.”
Read more.