IOW 300.4/5 | ILL 301.4/5 - DSI Individual Contribution

app design UI/UX Figma prototype Mobile app ui design ux user interface UX design user experience

IOW 300.4 & 300.5 and ILL 301.4 & 301.5

Digital Social Innovation Individual Contribution

A Collaboration By

Inge Groenewald

Thuli Makhotla

Kayuri Moodley

Daniela Sesamo

Jake Williamson

Project Brief

This project involved evaluating, ideating, and designing a digital social innovation (DSI) to create a market-fit mobile application of Rumbo, using Where Is My Transport’s technology that is aimed at Pretoria taxi commuters. Required to gather primary and secondary research, allows for a deeper understanding of the needs of the commuters and the current landscape of digital solutions available to them. With these newly gained insights, an end-to-end user journey needs to be formulated utilizing best practices and excellent user interface design craft. This journey will thus be used to develop a refined prototype using interactions and transitions that make the product feel real and believable.

Design Strategy

By conducting thorough and thoughtful research into the selected user group, a profound sense of empathy and valuable insights were revealed. These functioned as the guiding pillars in this project and allowed for the development of an end-to-end user journey that specifically caters for frequent taxi commuters in Pretoria. Thus, the digitally prototyped user experience centres around the route status feature, in which the user searches for a new trip and can see all the necessary information that may affect the trip as well as the option to then review it. Therefore, the user interface makes use of a sleek and simple approach with a limited colour palette, so that users can engage meaningfully with the information that pertains to them.

Individual Contribution

For majority of the project, Kayuri did the neat copywriting as to keep a cohesive voice and writing style. I helped and contributed on conceptualising and brainstorming key parts of the pitch deck, such at the problem statements, project background, interview quetions, architypes, ecosystems, goals, objectives and key product features. I also contributed on conceptualising the visual identity and style of our app. My main contributions during this project was compiling the competitor analysis of Moovit, conducting interviews and user testing, creating the user flows, contributing on the designing of the wireframes and creating the prototype app.

Phase 1

Part A

Deliverables:

| Interview Script: write interview script for Pretoria commuters

| Conduct User Interviews: speak to Pretoria commuters and gather insights

| Pitch Deck: research, plan and design the first 3 pitch deck slides

Interview Script

User Interview Findings

The user interviews revealed the following, here's a snapshot of the most important takeaways:

- Most users use taxi as they a cheap and convenient mode of transport.

- 33% of users felt unsafe and and anxious when making use of a taxi.

- All users said that they the waiting time for a taxi affects the length of their journey.

During the user interviewing phase, I conducted 2 interviews with different users.

To see additional insights, please view here.

Pitch Deck

Part B

Deliverables:

| Pitch Deck: research and design slide 4 and 5 (ecosystem map and archetypes)

Our Archetypes

Part C

Deliverables:

| Feature Analysis of Competitors

| Job story and Journey of a Chosen Competitor

| Heuristic Evaluation of Competitor's Journey

| Pitch Deck: design slide 6

Feature Analysis of Competitors

I contributed in this phase by conducting the Moovit app and journey analysis and documenting it in this competitor analysis.

Comparison between Rumbo and other transport app on the market, please see the whole feature analysis here.

Competitor's Journey

As our group wanted to feature a route comparison option in our version Rumbo and Moovit also had this feature, it was selected as the app used for the competitor's journey. As Moovit's process of comparing routes would be similar to what we want to create, therefore we could evaluate the industry standard and highlight the benefits and downfalls.

To view the full competitor journey, please see here.

Pitch Deck

Part D

Deliverables:

| User Flow based on Job Story

| Pitch Deck: design slide 7 and 8 (key features and success measures)

User Flows

While the rest of the team made suggestions and gave input, I created all the user flows.

Please the full user flows here.

Pitch Deck

Phase 2

Part E

Deliverables:

| Multiple Variations of Screen Flows

| Scenarios for User Testing

| Mid-Fidelity Prototype

| Version 1-3 Versions of User Testing

| Documented User Test Findings

| Pitch Deck: research and design slide 9

Multiple Variations of Screen Flows

Using the crazy 8s method, each group member generated variations of screen flows and screen layouts.

After going through all the screen variations, the best were selected to make up the final screen flow.

Scenario for User Testing

Mid-Fidelity Wireframe Version 1

We all worked collaboratively on the low, mid and high fidelity wireframes.

After user testing the above version, most users understood the app and its features, however there was some confusion regarding the price as some users interpreted it as a road.

Mid-Fidelity Wireframe Version 2

After user testing the above version, users engaged with the app pretty well and only struggled with minor aspects in the apps, like getting back to a previous screen and what the ETA was for route option screen.

Mid-Fidelity Wireframe Version 3