IOW 300.4/5 | ILL 301.4/5 - Digital Social Innovation (Individual Contribution)
Rumbo
Collaborators
Naomi Chen
Emma Learmont
Linda Qin
Amukelani Shiringani
Amone' Swart
Project Brief
A first of it’s kind project that blends IOW and ILL deliverables under a single project. Evaluate, ideate and design a digital social innovation (DSI) to create a market-fit mobile application, Rumbo, for Pretoria commuters using Where Is My Transport’s technology.
Deliverables
Part A
- Pitch Deck Slides (Research, plan and design your first 3 pitch deck slides)
- Interview Script and User Interviews (Write interview script for and speak to Pretoria commuters and gather insights)
Part B
- Pitch Deck Slides (Research, plan and design slides 4 and 5)
-Sandbox (experimentation, different iterations, research, and the details of each deliverable)
Part C
- Pitch Deck Slide (Complete slide 6 in the pitch deck)
- Feature Analysis (Compare features across at least 3 competitors)
- Job Story and Journey (Map a competitor’s journey based on a job story)
- Heuristic Evaluation (Evaluate the journey using usability heuristics)
Part D
- Pitch Deck Slides (Research, plan and design slides 7 and 8)
- User Flow (Create a user flow in FigJam that represents your job story)
Part E
- Pitch Deck Slide (Complete slide 9 in the pitch deck)
- Multiple Variations of Mid-Fidelity Prototypes for User Testing
-Scenarios for user testing
-Documented Findings based on User Testing
Part F
- Pitch Deck Slides (Research, plan and design slides 10 and 11)
-Style Guide (Use Figma’s styling features to set cohesive visual standards by documenting all visual design decisions)
-UI Components (Use Figma’s component creation feature to design all reusable components - and variants - needed within your main user journey.)
-Digital Prototype (Use Figma’s digital prototyping tool to create a believable end-to-end user journey that represents the main user interactions)
- Pitch Deck Slides (Research, plan and design your first 3 pitch deck slides)
- Interview Script and User Interviews (Write interview script for and speak to Pretoria commuters and gather insights)
Part B
- Pitch Deck Slides (Research, plan and design slides 4 and 5)
-Sandbox (experimentation, different iterations, research, and the details of each deliverable)
Part C
- Pitch Deck Slide (Complete slide 6 in the pitch deck)
- Feature Analysis (Compare features across at least 3 competitors)
- Job Story and Journey (Map a competitor’s journey based on a job story)
- Heuristic Evaluation (Evaluate the journey using usability heuristics)
Part D
- Pitch Deck Slides (Research, plan and design slides 7 and 8)
- User Flow (Create a user flow in FigJam that represents your job story)
Part E
- Pitch Deck Slide (Complete slide 9 in the pitch deck)
- Multiple Variations of Mid-Fidelity Prototypes for User Testing
-Scenarios for user testing
-Documented Findings based on User Testing
Part F
- Pitch Deck Slides (Research, plan and design slides 10 and 11)
-Style Guide (Use Figma’s styling features to set cohesive visual standards by documenting all visual design decisions)
-UI Components (Use Figma’s component creation feature to design all reusable components - and variants - needed within your main user journey.)
-Digital Prototype (Use Figma’s digital prototyping tool to create a believable end-to-end user journey that represents the main user interactions)
Design Strategy
The DSI project incorporates a colour scheme inspired by the existing Rumbo app, with blue as the dominant colour throughout. In the digital prototype, blue is the most dominant, while red serves as a spot colour for alert buttons. Meanwhile, in the process work, the spot colour shifts to yellow. The design style embraces flat colours and minimal buttons to maintain user focus without distractions.
The animal companion chosen is one of the big 5, The mighty Rhino! Gifs and animations of the rhino are used to elevate the user experience.
During this project, design features were added to the Rumbo app to make the it easier to use: language localisation allows users to choose from a list of provided languages to help navigate the app better; schedule stability notifications alert the user in real time about schedule changes or disruptions on the route; and lastly safety rating and reviews allows users to rate or report on specific minibuses, routes or ranks.
Participants opted for a simple and sleek design, keeping buttons and colours to a minimum helps the user focus on the task.
The animal companion chosen is one of the big 5, The mighty Rhino! Gifs and animations of the rhino are used to elevate the user experience.
During this project, design features were added to the Rumbo app to make the it easier to use: language localisation allows users to choose from a list of provided languages to help navigate the app better; schedule stability notifications alert the user in real time about schedule changes or disruptions on the route; and lastly safety rating and reviews allows users to rate or report on specific minibuses, routes or ranks.
Participants opted for a simple and sleek design, keeping buttons and colours to a minimum helps the user focus on the task.
Pitch Deck
Phase 1
Understanding The Problem - Interview Questions
In our interview script we opted for a comfortable and calm environment to make the interviewee feel relaxed and welcome, starting off with some ice breaker questions helped us achieve this.
Introduction to the project
1. Asking for the interviewee’s consent - welcome to opt out
2. Have the participant sign the consent form
3. Icebreaker questions
- Hi, how was your morning?
- Has it been busy?
- Would you like something to drink? tea? coffee?
2. Have the participant sign the consent form
3. Icebreaker questions
- Hi, how was your morning?
- Has it been busy?
- Would you like something to drink? tea? coffee?
1. Could you tell us about your experience about taking a taxi?
- How often do you use taxis?
- When do you use them?
- Where do you take the taxi to?
- How long is your commute? (from leaving the house till reaching the destination)
- How long is your waiting time during travelling?
- How did you find out about taxi prices?
2. How do you catch a taxi?
- Take me through the gestures you use.
- How often do you use taxis?
- When do you use them?
- Where do you take the taxi to?
- How long is your commute? (from leaving the house till reaching the destination)
- How long is your waiting time during travelling?
- How did you find out about taxi prices?
2. How do you catch a taxi?
- Take me through the gestures you use.
3. How do you find out about prices for a new trip that you have never been on?
4. When prices change, how do you find out?
- how often do prices change
5. Think back to when you first used a taxis what did you have to help you. (where to go, what to do, how did you know what to do)
4. When prices change, how do you find out?
- how often do prices change
5. Think back to when you first used a taxis what did you have to help you. (where to go, what to do, how did you know what to do)
6. Is travel time consistent with every trip?
- what is the main cause of the inconsistency?
7. What device do you use?
- what model phone do you use?
- do you ever use your phone during a trip?
- when and why?
- what is the main cause of the inconsistency?
7. What device do you use?
- what model phone do you use?
- do you ever use your phone during a trip?
- when and why?
8. Who do you speak to during a trip?
- What language did u speak to them in?
- Is it your home language?
- No - then how to overcome language barriers?
- Do you ever speak to the taxi driver?
- Are there any challenges when speaking to the driver?
- What language did u speak to them in?
- Is it your home language?
- No - then how to overcome language barriers?
- Do you ever speak to the taxi driver?
- Are there any challenges when speaking to the driver?
9. Has a taxi ever been late?
- How did you find out
- Strike
- Did you know beforehand
- Please tell me about those times
Summaries of User Interviews
The Current State
In the process of conducting the feature analysis, our primary focus was directed towards closely examining other transportation applications that directly compete with Rumbo. This involved delving deep into the specific features of each of these competitors, deciphering their specific functions to decide what features are effective and which ones fall short. This thorough exploration facilitated a clear understanding of where the gaps existed in the market. By identifying the strengths and weaknesses of rival applications, we gained perspective on what Rumbo should be capable of in order to optimise its performance and meet user expectations to the fullest extent. This strategic approach ensures that Rumbo is well-positioned to offer a competitive and comprehensive range of features.
The competitors selected are Google Maps, AftaRobot and Bolt, and after careful consideration Google Maps was the strongest competitor with Rumbo after AftaRobot due to its inactivity.
Job Story
When I have to ride a taxi for the first time to a place I have never been to before, I want to be informed and alerted about a change in information or announcements and access the most reliable real time details, so I can work out the best route to get there without unwanted delays or terminations.
Heuristic Evaluation
Google Maps is a web-based mapping service developed by Google. It provides users with detailed maps and satellite imagery of locations worldwide. Users can explore maps, get directions for walking, driving, biking, or using public transportation, and view real-time traffic information. Google Maps also offers features such as Street View, and business information, including reviews and ratings. It is widely used for navigation, location search, and exploring points of interest. While the app is widely used, the heuristic evaluation reveals instances where it tends to become cluttered and confusing at times.
10 Considerations
1. We want to make ensure that information like notices is conveyed clearly to the users through a notification page.
2. Users should be able to input “report” real time data like accidents, delays, suspension of service or incidents.(RTD)
3. Users should be able to personalise their maps to their preferences
4. Having a page as a guide for first time users or long term users needing to refresh their memories, the guide should include hand signals, rank locations, etc.
5. Users should be able to edit their departure time and arrival time and be shown an estimated time of arrival.
6. Location based chat boxes should be provided.
7. Important/urgent alerts should have their own pop up notifications.
8. Users should be able to look up operational hours easily.
9. Tips on loading screens (“Sitting in the front seat?, Prepare to count”)
10. Have the option to browse through the routes or to start navigating immediately.
1. We want to make ensure that information like notices is conveyed clearly to the users through a notification page.
2. Users should be able to input “report” real time data like accidents, delays, suspension of service or incidents.(RTD)
3. Users should be able to personalise their maps to their preferences
4. Having a page as a guide for first time users or long term users needing to refresh their memories, the guide should include hand signals, rank locations, etc.
5. Users should be able to edit their departure time and arrival time and be shown an estimated time of arrival.
6. Location based chat boxes should be provided.
7. Important/urgent alerts should have their own pop up notifications.
8. Users should be able to look up operational hours easily.
9. Tips on loading screens (“Sitting in the front seat?, Prepare to count”)
10. Have the option to browse through the routes or to start navigating immediately.
Phase 2
Testing Assumptions
The team engaged in a brainstorming exercise known as "Crazy 8s" to initiate the design process for the new layout of the Rumbo application. The goal was to identify and determine the most effective elements to maintain simplicity and user friendliness in the app.
Mid-fidelity Wireframes
The team crafted three versions of mid-fidelity wireframes, with each undergoing changes aimed at enhancing the usability of Rumbo. The process aimed to make the design seamless in the third and final design, ready for user testing.
Scenarios for User Testing
Returning to our interviewees, we requested them to utilise the mid-fidelity wireframes to demonstrate how they would navigate the app across various scenarios provided to them. This enabled us to identify precisely what aspects were not functioning in our design, facilitating adjustments for the final prototype.
Before/During
1. Please sign up as a first time user.
1. Please sign up as a first time user.
2. Please change the language to english for your first time using the app.
3. You would like to go to Brooklyn from university road using a taxi, how would you go about it in the app?
4. There’s a accident on the road, how would you report it?
3. You would like to go to Brooklyn from university road using a taxi, how would you go about it in the app?
4. There’s a accident on the road, how would you report it?
After
4. As you navigated the app how did you find your way around different sections (input section if required)?
5. When opening/looking at (While using) the app for the first time what first caught your eye/attention?
6. What is the app used for?
7. Which tasks confused you?
8. Why did you click on the search bar?
Summaries of the User Testing
feedback from each interviewee doing the user testing on the mid-fidelity wireframes.
Visualising The Idea - Style Guide
The style guide shows our design components: colour, typography, button style, spacing, shadows, shapes, icons and imagery, the team stuck to a simplistic style to enhance the usability of the app, the goal was to keep it as easy to use as possible and having a simple style ensures that the app communicates easily and clearly with the users.
Components
Digital Prototype
Mock-ups
