Kakao T
Kakao T
Kakao T
Redesign a Requesting a Ride for Someone Else
Redesign a Requesting a Ride for Someone Else
Role
Role
UXUI Designer
UXUI Designer
Timeline
Timeline
Jul - Aug 2024
Jul - Aug 2024
Team
Team
Individual Project
Individual Project
Overview
Many users were unaware of the Request a Ride for Someone Else feature even though it already exists. I redesigned the user interface to make users find the feature easily and improve its usability.
Many users were unaware of the Request a Ride for Someone Else feature even though it already exists. I redesigned the user interface to make users find the feature easily and improve its usability.
Users are unaware of
existing features
Users are unaware of
existing features
Although the "request a ride for someone else" feature already exists on Kakao T, users requested it anyway. And 113 people supporting the idea.
Although the "request a ride for someone else" feature already exists on Kakao T, users requested it anyway. And 113 people supporting the idea.
Discovery
Discovery
To figure out whether Kakao T users are unaware of the "requesting a ride for someone else" feature and assess its usefulness, I surveyed 30 Kakao T users.
To figure out whether Kakao T users are unaware of the "requesting a ride for someone else" feature and assess its usefulness, I surveyed 30 Kakao T users.
69%
69%
of the 30 survey participants responded that they were not aware of the "request a ride for someone else" feature.
of the 30 survey participants responded that they were not aware of the "request a ride for someone else" feature.
35%
35%
said they would had been likely to use it if they had known about it among 20 people who hadn’t used “request a ride for someone else” feature.
said they would had been likely to use it if they had known about it among 20 people who hadn’t used “request a ride for someone else” feature.
Comparative Analysis
Comparative Analysis
Analyzing direct and indirect competitors to gain strategic insight of managing rider or who reserved.
4 Direct competitors: Uber, Lyft, Bolt, and Tada
2 Indirect competitors: Agoda and Catch Table
Analyzing direct and indirect competitors to gain strategic insight of managing rider or who reserved.
4 Direct competitors:
Uber, Lyft, Bolt, and Tada
2 Indirect competitors:
Agoda and Catch Table
See all analysis process
Direct competitor
Indirect competitor
See all analysis process
Direct competitor
Indirect competitor
See all analysis process
Direct competitor
Indirect competitor
Comparative analysis summary
Comparative analysis summary
Three main entry points
Three main entry points
Competitive apps offers rider management at various stages of the requesting or booking process, from initial selection through post-confirmation.
Competitive apps offers rider management at various stages of the requesting or booking process, from initial selection through post-confirmation.
Generative Research
Generative Research
4 Interviews with non-user of the"request a ride for someone else"
1 Interview with current user of the "request a ride for someone else"
1 Interview with over 50 y.o participant
4 Interview with under 50 y.o participants
5 Usability studies
4 Interviews with non-user of the"request a ride for someone else"
1 Interview with current user of the "request a ride for someone else"
1 Interview with over 50 y.o participant
4 Interview with under 50 y.o participants
5 Usability studies
Overview
Overview
Overview
Key findings
Barriers to
taxi-oriented users
Most users visit Kakao T mainly for taxi rides, but numerous features scattered across the home menu distract them.
Most user only used taxi ride and bike, rarely or never using most of features in Kakao T.
Most users visit Kakao T mainly for taxi rides, but numerous features scattered across the home menu distract them.
Most user only used taxi ride and bike, rarely or never using most of features in Kakao T.
User Journey
Flow Breaks
Users are often confused at multiple points in the process, frequently interrupting their flow and ultimately leading to dropouts.
e.g. Users expected clicking the taxi icon would immediately book a ride, but it only led to a request confirmation page.
Users are often confused at multiple points in the process, frequently interrupting their flow and ultimately leading to dropouts.
e.g. Users expected clicking the taxi icon would immediately book a ride, but it only led to a request confirmation page.
Unclear
Entry Point
Many users struggle to find clear entry points, causing them to navigate back and forth repeatedly.
e.g. The interface lacks any hints for the "request a ride for someone else" feature.
Many users struggle to find clear entry points, causing them to navigate back and forth repeatedly.
e.g. The interface lacks any hints for the "request a ride for someone else" feature.
User Journey
User Journey
End user: Novice
"I'll request a ride for my parents and significant other"
End user: Novice
"I'll request a ride for my parents and significant other"
Both the Discovery survey and Screener survey showed a much higher proportion of people who were unaware of the "Requesting a ride for someone else" feature. Since the project goal focuses on making this feature easily recognizable and usable for those who haven't tried it before, I set the end user as "novice."
Both the Discovery survey and Screener survey showed a much higher proportion of people who were unaware of the "Requesting a ride for someone else" feature. Since the project goal focuses on making this feature easily recognizable and usable for those who haven't tried it before, I set the end user as "novice."
Design Iteration
Design Iteration
I explored entry points for changing a rider and interface that creates a more natural flow when requesting a ride for someone else.
I explored entry points for changing a rider and interface that creates a more natural flow when requesting a ride for someone else.
Design opportunity and scope
Design opportunity and scope
The initial hypothesis involved a GUI change to increase the size of the passenger change button, but interview results revealed that the hypothesis scope was too narrow. I concluded that examining the entire user flow would be more appropriate.
The initial hypothesis involved a GUI change to increase the size of the passenger change button, but interview results revealed that the hypothesis scope was too narrow. I concluded that examining the entire user flow would be more appropriate.
A/B Testing
A/B Testing
Iteration 1: Combined entry point
Original home page. Iteration 1 maintained Kakao T's existing home page intended to provide a familiar experience for current users.
Original home page. Iteration 1 maintained Kakao T's existing home page intended to provide a familiar experience for current users.
Tap to change a rider. Iteration 1 suggested the button for changing a rider on top of the initial page.
Tap to change a rider. Iteration 1 suggested the button for changing a rider on top of the initial page.
Iteration 2: Seperated entry point
Iteration 2: Seperated entry point
Redesigned home page. Iteration 2 presented a redesigned home page based on user feedback from interviews. User reported that features were scattered across the home page and that rarely used non-taxi icons like flights and EV stations.
Redesigned home page. Iteration 2 presented a redesigned home page based on user feedback from interviews. User reported that features were scattered across the home page and that rarely used non-taxi icons like flights and EV stations.
New entry point. Iteration 2 introduced a new entry point labeled "request a ride for someone else", as users reported they were aware the feature existed.
New entry point. Iteration 2 introduced a new entry point labeled "request a ride for someone else", as users reported they were aware the feature existed.
Usability testing feedback
Usability testing feedback
New entry point
Users preferred having separate icons for "Taxi ride" and "Someone else," making the feature easier to recognize.
Taxi-oriented menu
Users preferred menus organized around taxi features. They said this made the requesting a ride process less disruptive and more accessible.
Icon preference
Users selected Taxi, Bikes, and Reservation as the top 3 most useful icons, noting that "Request a ride for someone else" seems important compared to the other icons.
Showing map
Users preferred seeing the map at the initial stage of the taxi request process, a feature already present in the original Kakao T app.
Button separated
Users preferred separating the rider selection button from the location inputs.
They appreciated that it emphasized the departure/destination section.Need for notification
Users emphasized the importance of notifying users that pickup details will be shared with the rider after confirmation.
New entry point
Users preferred having separate icons for "Taxi ride" and "Someone else," making the feature easier to recognize.
Taxi-oriented menu
Users preferred menus organized around taxi features. They said this made the requesting a ride process less disruptive and more accessible.
Icon preference
Users selected Taxi, Bikes, and Reservation as the top 3 most useful icons, noting that "Request a ride for someone else" seems important compared to the other icons.
Showing map
Users preferred seeing the map at the initial stage of the taxi request process, a feature already present in the original Kakao T app.
Button separated
Users preferred separating the rider selection button from the location inputs.
They appreciated that it emphasized the departure/destination section.Need for notification
Users emphasized the importance of notifying users that pickup details will be shared with the rider after confirmation.
Final Design
Final Design
After user testing, I incorporated feedback and redesigned the process for requesting taxis for others.
After user testing, I incorporated feedback and redesigned the process for requesting taxis for others.
Changing a rider
Changing a rider
Request confirmation page
Request confirmation page
AS IS
AS IS
Changing a rider is only available on and after the request confirmation.
Changing a rider is only available on and after the request confirmation.
First page of request a ride
First page of request a ride
TO BE
TO BE
Changing a rider from the initial stage of the ride request process.
Changing a rider from the initial stage of the ride request process.
I decided to position the "Requesting a ride for someone else" feature higher in the Information Architecture since users were failing to discover this feature.
I decided to position the "Requesting a ride for someone else" feature higher in the Information Architecture since users were failing to discover this feature.
Home page
Home page
AS IS
AS IS
Home menu highlights too many features.
Home menu highlights too many features.
TO BE
TO BE
The home menu now displays only taxi-related features, including a new entry point: "Request a ride for someone else"
The home menu now displays only taxi-related features, including a new entry point: "Request a ride for someone else"
When deciding where to place the entry point, I considered positioning it either at the beginning of the taxi request process or at the top of the app's overall information structure.
Through interviews, I assessed the priority and importance of home screen menu icons. Participants indicated that while they frequently used and considered important the taxi requesting and bike features, they had never used the other features. Many participants also questioned why features like flights and car rentals were included on KakaoT which was considered as taxi app.
Based on these findings, I determined to place a new "For Others" icon (for the "Requesting a ride for someone else" feature) on the home screen.
When deciding where to place the entry point, I considered positioning it either at the beginning of the taxi request process or at the top of the app's overall information structure.
Through interviews, I assessed the priority and importance of home screen menu icons. Participants indicated that while they frequently used and considered important the taxi requesting and bike features, they had never used the other features. Many participants also questioned why features like flights and car rentals were included on KakaoT which was considered as taxi app.
Based on these findings, I determined to place a new "For Others" icon (for the "Requesting a ride for someone else" feature) on the home screen.
User Flow
User Flow
Home menu. User can easily spot the feature to request a ride for the others.
Pick-up page. User can see a map right away and change a rider using the new button at the beginning.
Switching a rider. User can change desired rider.
Pick-up/Destination page. User can add stopover.
Request confirmation page. A banner informs users that pick-up details will be sent to the rider.
Home menu. User can easily spot the feature to request a ride for the others.
Pick-up page. User can see a map right away and change a rider using the new button at the beginning.
Switching a rider. User can change desired rider.
Pick-up/Destination page. User can add stopover.
Request confirmation page. A banner informs users that pick-up details will be sent to the rider.
When tapping the "Taxi ride" icon
When tapping
the "Taxi ride" icon
Home menu. User can easily spot the feature to request a ride for the others.
Pick-up page. User can see a map right away and change a rider using the new button at the beginning.
Switching a rider. User can change desired rider.
Pick-up/Destination page. User can add stopover.
Request confirmation page. A banner informs users that pick-up details will be sent to the rider.
Home menu. User can easily spot the feature to request a ride for the others.
Choosing a rider. If users intend to request a ride for the other, they can choose a rider right away.
Pick-up/Destination page. User can add stopover.
Request confirmation page. A banner informs users that pick-up details will be sent to the rider.
Home menu. User can easily spot the feature to request a ride for the others.
Choosing a rider. If users intend to request a ride for the other, they can choose a rider right away.
Pick-up/Destination page. User can add stopover.
Request confirmation page. A banner informs users that pick-up details will be sent to the rider.
When tapping the "For others" icon
When tapping
the "For others" icon
Home menu. User can easily spot the feature to request a ride for the others.
Choosing a rider. If users intend to request a ride for the other, they can choose a rider right away.
Pick-up/Destination page. User can add stopover.
Request confirmation page. A banner informs users that pick-up details will be sent to the rider.
Reflection
Reflection
Lean strategy
Lean strategy
During interviews and usability tests, participants provided feedback on everything from user flow to GUI elements. I prioritized this feedback using the Kano Model, setting most-mentioned issues and necessity as factors, to determine what to implement in the next design updates. By adopting a lean strategy that used their feedback as direction, the design iteration process became faster than it would have been without user communication—an ironic but valuable discovery.
During interviews and usability tests, participants provided feedback on everything from user flow to GUI elements. I prioritized this feedback using the Kano Model, setting most-mentioned issues and necessity as factors, to determine what to implement in the next design updates. By adopting a lean strategy that used their feedback as direction, the design iteration process became faster than it would have been without user communication—an ironic but valuable discovery.
Interview more diverse group
Interview more diverse group
When conducting general research and usability testing, it was challenging to find Kakao T users over 50 who had experience with the "Request a ride for someone else" feature. Therefore, I interviewed a 55-year-old user who hadn't used this feature yet. It would have been more effective to interview someone in this age group who was already familiar with the feature.
Additionally, I was only able to interview one user who had used the feature, which wasn't sufficient to gain insights into how users initially discovered it. This aligns with the results of my screener survey, where a majority of participants indicated they had never used the feature.
When conducting general research and usability testing, it was challenging to find Kakao T users over 50 who had experience with the "Request a ride for someone else" feature. Therefore, I interviewed a 55-year-old user who hadn't used this feature yet. It would have been more effective to interview someone in this age group who was already familiar with the feature.
Additionally, I was only able to interview one user who had used the feature, which wasn't sufficient to gain insights into how users initially discovered it. This aligns with the results of my screener survey, where a majority of participants indicated they had never used the feature.
Interview more people
Interview more people
3 participants were highly satisfied with adding a new entry point for "Request a ride for someone else." Two of them were previously unaware of the feature and all of them rarely used features other than taxi or bikes. On the other hand, 2 participants doubted the necessity of adding an extra icon, mentioning that users would easily remember the feature after just one use.
I decided to include the new entry point on the home menu. Firstly, more participants supported this addition, including the user already familiar with the feature. Secondly, one participant, who doubted the new icon, preferred having multiple icons displayed on home menu. This was opposite to the feedback from the other four participants, making his viewpoint possibly a minority.
However, conducting interviews with more participants would help validate.
3 participants were highly satisfied with adding a new entry point for "Request a ride for someone else." Two of them were previously unaware of the feature and all of them rarely used features other than taxi or bikes. On the other hand, 2 participants doubted the necessity of adding an extra icon, mentioning that users would easily remember the feature after just one use.
I decided to include the new entry point on the home menu. Firstly, more participants supported this addition, including the user already familiar with the feature. Secondly, one participant, who doubted the new icon, preferred having multiple icons displayed on home menu. This was opposite to the feedback from the other four participants, making his viewpoint possibly a minority.
However, conducting interviews with more participants would help validate.
Room for improvement
Room for improvement
Most interview and survey participants provided various ideas for improving the user experience.
For instance, one user pointed out that Kakao T combines electric scooters and bikes into a single "Bikes" page, causing users to overlook that scooters are also available through the app.
Most interview and survey participants provided various ideas for improving the user experience.
For instance, one user pointed out that Kakao T combines electric scooters and bikes into a single "Bikes" page, causing users to overlook that scooters are also available through the app.