Having a hard time to find pick up point is always frustrating. Not only cause friction between our passenger and driver but also impact our user experience and business crucially. In order to solve this problem we revamp information architecture on our POI selection experience.
I was the designer who handled this project from end to end. (From wireframe to visual design to micro-interaction) Worked together with user researcher, product manager and engineers. Focusing on how to bring best user experience under constrains.
We need to identify what kind of problem we are solving. We started by conducting an analysis of the current version. This is super helpful for us to know what we can do and what we can not do.
Our design workshop focusing on helping the team to have a good understanding of the problem but also initiate the collaborations. Also it's to ideate possible solution. At the same time working teams will also have the visibility of the project and most importantly is to get alignments to smooth the design/development process.
As we explored different ideas, we came up with the idea of parent and child POI relationship. This is to help our user to have a better understand of surrounding by looking at the app.
As parent POI you represent this area/district. (user well known this place)
As child POI you fall within your parent's arm, you are the representation within the area/district. (Where to be pick-up)
We reconstructed the current information architecture base on our new parent-child POI relationship. This help us create a better user experience for our user. Base on this new logic, visually is much easier to identify where is the pick-up point and how to get to the pick-up location.
This is a good example of showing the relationship between UX and UI. We focused on how it WORKS before how it looks.
Making map as a supporting factor for our user to better visualise where they are. User are able to tap and pan on the map for selection. The relationship between information and the map also help our user understanding better where they will be pick-up.
We spent two rounds of user testing in both Singapore and Jakarta. We tested in Mall and airport, these are the two use cases that we were targeting to.
During the testing, we tried to help our user find the pick-up point at the airport by showing those prototype created by our UX engineers. We picked Jakarta airport as our experiment lab. Jakarta airport has a long history of messy traffic and routes, this is good for us to observe and understand more of user behaviour.
As result, we found out we can't rely on app completely. People tended to look at physical signs to help them navigate in the airport. This is where we started to have the idea of using AR technology to help our user find what they are looking for.
After many iterations, we ended up using expand and collapse cell to manage a better spacing on our POI search screen. This is important as user has to find the right pick-up location, recommending the right pick-up location at the right time is our goal.
This is the first time I designed for S.E.A. Knowing this is a very different market compare to where I come from. How to be open-minded to learn things is very important as the course of design process moves forward. We designed something we think it's going to fit most of our user but it turned out it's lot more complicated than we thought, a lot of things that surprised us along the way.
The team was newly formed back then. Building chemistry between working teams I think we've done a good job. We received a lot of good feedbacks internally and externally and hope in the near future we can serve more user to help them find their way to the next destination.