VIA OVERVIEW
Via is an international on-demand transit provider primarily focused on shared rides.
The company also licenses its technology to cities,
transit agencies and private organizations through a variety of customizable services.
Operating in NYC, D.C. and Chicago & Israel, Via is changing the way people move around cities.
I have joined Via Riders' team in 2018.
ridewithvia.com
Booking Flow rethinking & redesign
OVERVIEW
Based on customer feedback and data analysis we identified challenges and inconsistencies in our main flow for new/infrequent users to complete a ride. We have mapped the main pain points in the flow and addressed them.
MY ROLE IN THIS PROJECT
Ideation
Research
UX Design
UI Design
Research
UX Design
UI Design
Collaborating with
Product managers 👩💻👩💻(2)
Development team: backend, iOS and Android (8pp)
Algorithms team 👨💻👨💻
Product managers 👩💻👩💻(2)
Development team: backend, iOS and Android (8pp)
Algorithms team 👨💻👨💻
RESEARCH
Several methods were used for this project:
First, we used data analysis to find out the churn points through the user flow. The main points were during the loader (8% each), between the pick up and drop off page (7.6%) and during the proposal screen (3.2%)
In Sep. 2018, the Riders' team conducted field research with Via users in NYC.
Top findings of our field research:
- Users had a difficulty in using the search fields in the drop off and the pick up screens.
- The loaders were perceived as an error.
- Users were not reading the information in the waiting for ride screen.
PERSONAS
USER'S PAIN POINTS:
- The flow is not coherent
- The multiple CTA's in each screen confuses the users
-The ride details are not available during crucial moments in the flow
- Riders forget to add additional passengers and don't have the chance to add them later on in the flow
-The ETA'S are not clear enough.
NEEDS DRIVEN FROM THE PERSONAS
We did some competitors analysis:
USABILITY IN MOBILE:
Old design & Flow
SKETCHES
NEW FLOW SUGGESTED
WIREFRAMES FOR DROP OFF, NUMBER OF PASSENGERS & FULL SERACH SCREEN
-We decided to have only the destination as the main CTA with the option to edit the user's location
-The next step is the number of passengers- as a clear and separated action
- The search became a full- screen search, more defined and easy to used.
WIREFRAMES FOR WAIT FOR RIDE
-A scalable solution for additional information
-Clear overview of the ride details provides a stronger sense of control.
-The ability to edit all the ride information after booking
-Cancellation function is hidden at the bottom of the screen
-The vehicle/driver drawer, on the bottom, has a cleaner and more balanced layout and offers the user extra information and control by simply swiping up.
Booking Flow final design
We conducted small-scale user testing in our offices to test initial design concepts.At a later stage, our prototypes and demos were reviewed by focus groups that were assembled and run by our marketing team in NY.The product team (designers and PM's) usually participated via video call or, at times, on location
Booking Flow Results (from beta)
Positive feedback from riders (customer support feedbacks, social networks, etc.)
A decrease of ~23% of the average booking session time (from first step to booking a ride)
An increase of ~9% of experienced riders (5 rides or more) in completion of a ride booking.
A reduction of ~36% in support tickets regarding no. of riders mistakes.
A reduction of ~11% in false cancellation. (rider cancelled and booked again)