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
Personal Project
Personal 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.
User's Voice
User's Voice
Lack of awareness of the existing feature
Although a request a ride for someone else feature was already integrated, many user requests for the same feature revealed a lack of awareness about its existence.
Although a request a ride for someone else feature was already integrated, many user requests for the same feature revealed a lack of awareness about its existence.
Reasons for unawareness
Reasons for unawareness
Process to change a passenger
Process to change a passenger
Problem
Overlooked buttons and unclear label
On the page just before confirming a ride requesting, users should tap a small button labeled “Self-boarding” to select someone else as the designated passenger. Once selected, the label changes to the passenger’s name.
However, this button is small, located near the primary Request a Ride CTA, making it easy to overlook. Furthermore, the term Self-boarding is unclear and does not effectively communicate its purpose, leaving users unaware that it enables them to change the designated passenger.
On the page just before confirming a ride requesting, users should tap a small button labeled “Self-boarding” to select someone else as the designated passenger. Once selected, the label changes to the passenger’s name.
However, this button is small, located near the primary Request a Ride CTA, making it easy to overlook. Furthermore, the term Self-boarding is unclear and does not effectively communicate its purpose, leaving users unaware that it enables them to change the designated passenger.
Hypothesis and Testing
Hypothesis and Testing
Two hypothesis and two groups
There were two solution ideas: the first is to enlarge the button sizes and replace the term, and the second is to reorder the steps.
I built simple prototypes and tested them with two groups: experienced users and those who had never used the feature before.
There were two solution ideas: the first is to enlarge the button sizes and replace the term, and the second is to reorder the steps.
I built simple prototypes and tested them with two groups: experienced users and those who had never used the feature before.
Solution for hypothesis A
A.
Users might miss the chance to change the passenger because of the button sizes and unclear term
It would be better to enlarge the button for changing a passenger so that users can easily spot it, and replace the term “Self-boarding” with “Change a passenger” for clarity.
It would be better to enlarge the button for changing a passenger so that users can easily spot it, and replace the term “Self-boarding” with “Change a passenger” for clarity.
There are no barriers to entry for users since it follows existing requesting method.
There are no barriers to entry for users since it follows existing requesting method.
Among users who had never used the “Request a ride for someone else” feature, 20% were unable to complete the task.
Among users who had never used the “Request a ride for someone else” feature, 20% were unable to complete the task.
The 80% who succeeded took approximately 5 seconds longer to complete it compared to those familiar with the feature.
The 80% who succeeded took approximately 5 seconds longer to complete it compared to those familiar with the feature.
Chain of thoughts about hypothesis B
B.
Enter passenger information first
In the traditional requesting a ride process, users don’t have to enter passenger details since it’s assumed that the person requesting the ride is the passenger. All they do is provide the pickup and drop-off locations without specifying who will actually ride.
However, when requesting a ride for someone else, the person requesting and the actual passenger are different. To make the process more intuitive, it seems better to require passenger information upfront.
In the traditional requesting a ride process, users don’t have to enter passenger details since it’s assumed that the person requesting the ride is the passenger. All they do is provide the pickup and drop-off locations without specifying who will actually ride.
However, when requesting a ride for someone else, the person requesting and the actual passenger are different. To make the process more intuitive, it seems better to require passenger information upfront.
Solution for hypothesis B
All user who had never used the "Request a ride for someone else" completed the task.
All user who had never used the "Request a ride for someone else" completed the task.
Task completion time was identical for both new and experienced users of the feature.
Task completion time was identical for both new and experienced users of the feature.
The order of the process was unfamiliar for both groups.
The order of the process was unfamiliar for both groups.
“Despite the unfamiliar order,
the task itself isn’t difficult to complete.”
- The user from the first-time user group
I decided to redesign the ‘Request a ride for someone else’ process by adding a step to ask the designated passenger first (Solution B).
Although this may create a slight barrier to entry, it raises completion rates and reduces the overall completion time, which was the main issue to address.
I decided to redesign the ‘Request a ride for someone else’ process by adding a step to ask the designated passenger first (Solution B).
Although this may create a slight barrier to entry, it raises completion rates and reduces the overall completion time, which was the main issue to address.
Homepage
Homepage
Before and After
Before and After
Search bar
The search bar was originally located at the top, making it hard to reach with a thumb. To improve accessibility, I moved it to a lower position and placed the ad banner where the search bar used to be.
The search bar was originally located at the top, making it hard to reach with a thumb. To improve accessibility, I moved it to a lower position and placed the ad banner where the search bar used to be.
Recent history
The original recent destinations section was small and narrow, showing very limited information. I resized the section to make it easier for users to view and tap the history.
The original recent destinations section was small and narrow, showing very limited information. I resized the section to make it easier for users to view and tap the history.
Minimize menu
The menu on the homepage had too many icons, which made it distracting for users. So, I reduced the number of icons by removing secondary features such as car rent and booking a flight from the homepage.
The menu on the homepage had too many icons, which made it distracting for users. So, I reduced the number of icons by removing secondary features such as car rent and booking a flight from the homepage.
Request a ride for someone else shortcut
Placing the Request a Ride for Someone Else icon directly on the homepage allows users to access this feature more intuitively when booking a ride on behalf of someone else.
Placing the Request a Ride for Someone Else icon directly on the homepage allows users to access this feature more intuitively when booking a ride on behalf of someone else.
New requesting process
New requesting process
Solution
New entry
Users can select a passenger from their contacts or manually enter the phone number.
To avoid adding additional steps for users, the passenger selection page was combined with the pickup and drop-off selection page.
Users can select a passenger from their contacts or manually enter the phone number.
To avoid adding additional steps for users, the passenger selection page was combined with the pickup and drop-off selection page.
Solution
Redesigned steps
Users first select the designated passenger, then proceed to choose the pickup and drop-off, following the usual ride request process.
Users first select the designated passenger, then proceed to choose the pickup and drop-off, following the usual ride request process.