Goal
Help users to select the best ride option with fewer taps avoiding distractions.
To allow Easy's growth and meet the user needs we decided to provide a new way to connect regular taxis, passengers and also collaborate with the social-economic environment introducing services like private drivers and carpooling.
Problems to solve
- Highlight all the ride options on the first screen in a way to compare differences
- Proceed a ride request with or without selecting the destination
- Simplify the order request process
To prove my assumptions and efficiency of the concept I decided to go directly into a high fidelity prototype, exploring transitions, behaviours and perceptions. I tested initially with 10 Easy Taxi's users.
Main screen design updated exploring clear Origin and Destination fields, available service types and nearby drivers.
Reviewing the user-flow
Aiming for reduce friction and users abandoning the app, I proposed a change on the ride selection and that increased the conversion and reduced the cancelation rates in 32%.
Achievements
We changed the way users compare, select and define their best ride options but keeping the simplicity.
- New and improved homescreen
- Advertise new services
- Compare differences and prices
- Show nearby and available drivers
- Request a ride with or without a destination defined
- Quick ride selection and request
- 32% less ride cancelation after request
