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Designing The User Experience of Auto-Rickshaw Commuters in Mumbai City
Designing The User Experience of Auto-Rickshaw Commuters in Mumbai City
Of Auto-rickshaw Commuters
In Mumbai City
Jesal Chitalia
NSCAD University
Masters of Design
2018
Designing The User Experience
Of Auto-Rickshaw Commuters
In Mumbai City
By Jesal Chitalia
Approved By :
By Jesal Chitalia
NSCAD University,
Halifax, Nova Scotia
Canada
April 2018
This thesis focuses on auto rickshaw transport in Mumbai city and the challenges faced
by its users. Auto rickshaws have survived in the country since the era of the British; they
are small three-wheeled vehicles which serve as a paratransit system in Mumbai city and
are used by the majority of city commuters. The basis for this research initially stemmed
from my passion for designing for the society and improvising the current systems. As
the world moves further into the digital age, generating innovative technology and digital-
born content, there is a significant demand and need in India for this transition from the
manual to the technological.
The project has been undertaken as a requirement for the NSCAD Masters of Design
program. My research was formulated together with my respectful mentor, Dr. Rudi
Meyer. The study was challenging, but conducting extensive investigation has allowed
me to identify the major hurdles and research questions. Fortunately, both Prof. Michael
LeBlanc and Prof. Christopher Kaltenbach were always available and willing to guide me
throughout my project.
PREFACE
I would like to thank my professors for their excellent guidance and support during this
process. I also wish to thank all of the respondents, without whose cooperation I would
not have been able to conduct this analysis.
To my other colleagues at NSCAD University.: I would like to thank you for your excellent
cooperation and critics. It was always helpful to bat ideas about my research around
with you. I also benefited from debating issues with my friends and family. If I ever lost
interest, you kept me motivated. My parents deserve a particular note of thanks: your
wise counsel and kind words have, as always, served me well.
Jesal Chitalia
(UI/UX Designer)
Since the development of auto-rickshaws in India
in the late 1950s, these vehicles have become an
indispensable part of urban mobility for millions of
people. Auto rickshaws play a vital and vigorous role in
India’s urban transport systems. They also represent a
ABSTRACT
very improvisational and increasingly inefficient sector
– and they are getting lost in the changing dynamics
of urban mobility in India. Today, with increasing
urban populations, there is growth in demand for
urban transport, growth in private motorization and
a decline in public transport share. How do auto
rickshaws fit in and have a role that is efficient – for
both the operators and their passengers? And how can
this mode of paratransit contribute to urban transport
sustainability – through both increasing efficiency and
safety for everyone on the roads?
CONTENTS
Introduction 16
Theoretical Framework 18
Background 19
About Mumbai City 21
Auto Rickshaws in Mumbai 30
Market Characteristics 36
Operational Characteristics 39
Auto Rickshaw Drivers & Users 40
Current Challenges 44
CONTENT
Research Design 58
Methodology 60
Research Process 68
Design Iteration 71
Application Concept 76
Conclusion 116
Copyright © 2017 by Jesal Chitalia
All rights reserved. This book or any portion thereof may not
be reproduced or used in any manner whatsoever without the References 118
express written permission of the publisher except for the use of
brief quotations in a book review. Images in this book are taken
from various sources.
Design & illustrations are created by Jesal Chitalia
LIST OF FIGURES
IT - Information Technology
Auto-rickshaws provide door-to-door service and act as a feeder source to public transit,
with eleven percent of railway commuters using rickshaws to access the stations. While
auto-rickshaws serve an integral transport role to residents of Mumbai, there are still
problems with the current system, from the perspective of passengers, drivers, and the
government (Thomas, D. G. (2013).
INTRODUCTION The goal of this study is to better understand the role of auto-rickshaws in Mumbai’s
transport system and the distinct challenges and opportunities that the sector presents
in promoting a sustainable transport method for Mumbai. In particular, the focus of the
study is on auto-rickshaws that provide a taxi service and the share auto-rickshaws that
provide fixed route easy public transport at some locations in Mumbai.
I aim to answer some of the following questions: How is the auto-rickshaw industry in
Mumbai part of a sustainable urban transport system? How can auto-rickshaws provide
comparable mobility to that of a private vehicle? How do auto-rickshaws benefit residents
and drivers? What are areas for improvement from the driver, user, and environmental
perspectives? How do auto rickshaws fit in and have a role that is efficient – for both the
operators and their passengers? And how can this mode of paratransit contribute to urban
transport sustainability – through both increasing efficiency and safety for everyone on
the roads?
This study of auto-rickshaws assumes that both sustainable urban transport and
sustainable livelihoods are desirable in the future of Indian cities, in particular,
Mumbai. Sustainable urban transport aims to reduce reliance on automobiles and their
corresponding problems of traffic congestion, air pollution (emissions) and road fatalities
in favor of alternate forms of transport (such as non-motorized transport (NMT) and
public transport) that allow the same degree of mobility.
Page. 17
BACKGROUND
F R A M E WO R K
• Human such as knowledge, health, and education;
• Natural including access to potable water, land, and nature;
• Physical such as infrastructure and technology;
• Financial such as access to monetary income, credit, and
pension.
Page. 19
LITERATURE REVIEW
Mumbai
Understanding the thematic area : City
• Area & Demographics
• Sex-Ratio
Mumbai Profile • Socio-Economics
• Traffic & Congestion
• Auto-Rickshaw Transport
Page. 20 Page. 21
Area & Demographics
According to the 2016 census, the With available land at a premium, Mumbai
population of Mumbai city was 22,000,000. residents often reside in cramped,
The population density is estimated to relatively expensive housing, usually far
be about 20,482 persons per square from workplaces, and therefore requiring
kilometer. The living space is 4.5 square long commutes on crowded mass transit
meters per person. Mumbai Metropolitan or clogged roadways. Many of them live in
Region was home to 20,748,395 people by proximity to bus or train stations although
2011. Greater Mumbai, the area under the suburban residents spend significant
administration of the MCGM, has a literacy time traveling southward to the central
rate of 94.7%, higher than the national commercial district. Dharavi, Asia’s second
average of 86.7%. The number of slum- largest slum is located in central Mumbai
dwellers is estimated to be 9 million, up and houses between 800,000 and one
from 6 million in 2001; that is, 62% of all million people in 2.39 square kilometers
Mumbaikars live in informal slums. Mumbai (0.92 sq mi), making it one of the most
suffers from the same major urbanization densely populated areas on Earth with
problems seen in many fast growing cities a population density of at least 334,728
in developing countries: widespread poverty persons per square kilometer.
Figure. 1
and unemployment, poor public health and
Map of Mumbai City
poor civic and educational standards for a
large section of the population.
Page. 22 Page. 23
Sex Ratio :
Socio-Economics :
Page. 24
Traffic & congestion :
Page. 27
The road network runs mostly north to
south with smaller roads connecting along
the east and west. There are three major
highways: the Western Express Highway,
the Eastern Express Highway and the
Sion-Panvel Highway. According to a Road
Network Inventory Analysis done in the
CTS, 47 percent of roads in Greater Mumbai
have “good” pavement condition (over
satisfactory or poor). However, there are
many old and narrow streets throughout the
city that suffers from a lack of maintenance
and traffic and parking enforcement.
Page. 28 Page. 29
Auto-rickshaw’s in Mumbai city
Page. 30
Auto-rickshaw permits Most permit-holders hold onto their permits Besides, a driver is required by law to submit In 2006, Mumbai passed the Fleet Taxi
& regulations : or pass them down through the family. their vehicle to an inspection annually to Service Scheme, which allowed private
Because of this, it is difficult and expensive renew their Certificate of Fitness. Vehicles companies to operate fleet taxis with trained
for newcomers to get into the auto-rickshaw must also possess a Pollution Under Control drivers and dispatch services. There has
According to the Motor Transport Statistics of
business. Although it is illegal to use a permit (PUC) test certificate, which is valid for been no similar scheme passed for auto-
Maharashtra 2010-2011, there were 108,715
that is not under your name, many drivers one year. There are not many conditions rickshaws. Fleet auto-rickshaw schemes
auto-rickshaws on the road in Greater
lease permits from permit-holders for a that lead to a permit being revoked from are on the rise around India and there is a
Mumbai as of March 2011. The same source
period of 5 to 10 years. Alternately, drivers its owner. In many cases, violations of the need to better understand whether there
also reports that as of March 2011, there
pay daily rent to permit-holders, which driver permit conditions have been punished with are benefits to fleet operations in Mumbai
were 118,477 valid (live) permits in Greater
surveys found could be up to Rs. 300 with an a fine. This is now changing. With the rise and if so, how to encourage permit policy
Mumbai. Recent news reports indicate that
average of approximately Rs 160 daily. of electronic meters in late spring/early reforms to allow these systems.
the state government of Maharashtra is
summer of 2012, there have been several
looking to draft a policy document on licenses
Section 74, (2) of the Maharashtra State cases of e-meter tampering. To deter other
in the coming months.
Motor Vehicles Act of 1998 additionally lists tamperers, permits have been retracted
the following conditions that can be attached from those permit-holders who have been
The government is no longer issuing new
to any permit for contract-carriages that is caught with tampered meters.
permits. Under Section 74, (3)(a) of the
issued:
Maharashtra State Motor Vehicles Act of
1998, the state government has the right to
limit the number of contract carriages (which 1. That the vehicle can only ply in a
include auto-rickshaws) with consideration of specified area or on specified route
the number of vehicles and road conditions. 2. The maximum number of passengers
and weight of luggage
The State Motor Vehicle Department lists 3. The type of goods that can be carried
the fee for an auto-rickshaw permit (metered 4. That specified fares or rates of
motor cab) as Rs. 100. However, because of
fares will be charged and the fare
the cap on the issue of 17 new permits, the
table should be exhibited in the vehicle
price of permits has become overinflated.
EMBARQ, India (2012) surveyed 198 drivers 5. That a specified weight of passengers’
who paid for their permit four drivers paid luggage shall be carried free of charge
Rs. 50 or 100, which is at or below the right and any additional charge will be at
price. Of the others, the amount paid was Rs. a specified rate
40,000 – 90,000 for a five-year lease with 6. That a taximeter shall be fitted on the
an average of Rs. 67,908. As per their study, vehicle and maintained in proper
the majority of permit holders paid between
working order
Rs. 60,000-70,000, which is more than 600
7. That specified standards of comfort
times the fair price. This data thus shows
how current permit policies are impacting and cleanliness are maintained in the
the economics of auto-rickshaw operations vehicle
in Mumbai. 8. The plying of the vehicle or carrying
the passengers shall not be refused.
Page. 32 Page. 33
Auto-rickshaw fare :
Autowalas in Mumbai have all the reasons The Mumbai Autorickshawmen’s Union
to cheer as the recent fare hike has enabled has demanded that the fares should be
them to make more money than usual. The calculated as per the Patankar Committee’s
base fare has been increased to Rs.18 for formula, as they believe the Hakim
CNG fitted autos as per a recent mandate Committee’s formula does not take into
by Mumbai Metropolitan Regional Transport account the increase in the cost of living.
Authority (MMRTA). It’s not just the base They have demanded that the minimum
fare that’s gone up, the subsequent fare auto rickshaw fare should be Rs 20 for
has increased too. You’d pay Rs.12.19 per 2 km, as the 2 km pattern is followed in
km over Rs.11.33 per km (ridlr.in, 2016). most other cities of India such as Delhi
and Bangalore. As one of the reasons
The Hakim Committee fixes the fares of for this hike in fares, they have cited the
auto-rickshaws after conducting surveys significant expenditure incurred by drivers
and interacting with the auto-rickshaw on idle run looking for passengers and
unions and the consumer activists. This they have therefore demanded normal and
committee was constituted in 1996 and is share auto-rickshaw stands across the city
reconstituted during every fare revision. As (EMBARQ, India 2012)
mentioned before, he has been using the
taxi fare formula till date to fix the fares.
(Bhat. A, 2012)
Page. 34 Page. 35
Market
Characteristics
Page. 36
Operational
Characteristics
Locations of demand :
High demand locations for auto-rickshaw
usage include all train stations on all three
lines and also the metro and monorail transit
system, as auto-rickshaws supplement
walking and bus service as a feeder mode
to suburban rail. Other frequented areas
are hospitals, malls, office buildings and
recreational areas. The top ten locations
are in Andheri, Band Stand (Bandra West)
and the Bandra Kurla Complex, Ghatkopar,
Kurla, Jogeshwari, Borivali, Kandivali, Thane
& many others.
Page. 39
Profile of Where are they coming from?
Auto-Rickshaw India is undergoing thorough and complete Young semi-educated youth have no interest
Drivers alterations in demographic patterns as streams in agricultural activities, and they migrate. In
of people migrate to regions which offer better the cities, they work as grocery shop workers,
opportunities than their homes. Much of this newspaper sellers, auto, taxi driving, restaurant
Auto driver’s age profile :
movement is from rural areas to the urban, with and canteen workers, domestic workers, etc. Bad
The auto-rickshaw drivers in Mumbai range Age Profile of Auto-Rickshaw Drivers large cities and mega cities tempting people with family conditions due to indebtedness force the
in age from 23 to 58, with an average age the assurance of better lives. Urbanization is youth to migrate. The large number of children and
of 37.5. Over half the drivers are between rapidly increasing. Maharashtra comes into the increasing needs of food, health and education
52% = 30-40 Years
the ages of 30-40 years and another ¼ are second category after Tamilnadu. 42.4% of its expenditure and an aspiration for a better life leads
between the ages of 40-50 years. Less than 04% = 50-60 Years population living in urban areas. While migration is to migration. Regarding absolute numbers, there
16% are in the age group of 20-30 years, rapidly taking place it is causing lots of problems are more than one lakh auto workers in Mumbai.
16% = 20-30 Years
showing that Mumbai drivers tend to be because the civic amenities and services are Among them approximately 95% are migrants. If
middle-aged and not younger or older men 28% = 40-50 Years
limited. The mere chance that urbanization with we consider their families and dependents, then
(Bhat. A, 2012). bottomless living conditions, inferior sanitation, this number would be much larger. If this section
Figure. 4 suffocating transport system, poor health, does not enjoy a decent standard of living and
Pie chart - Age profile of Auto Drivers education and other social infrastructure and law is trapped in a vicious circle of poverty and un-
& order problems are rapidly growing. settlement, then development would have a little
meaning for the society. Since Mumbai has high
Daily trip absorption capacity the migrant working as auto
characteristics : workers are utilized (Narayan. B, 2010)
Page. 40 Page. 41
Creating surveys to
design experience for
auto rickshaw users
Page. 42
PROBLEMS FACED BY AUTO-DRIVERS
Pollution
Auto rickshaws are a part of the Indian society and are well
suited for the environment. However, they pose a significant
pollution problem due to the inefficient engines. The auto
rickshaw drivers are directly exposed to the air pollutants
being discharged from automobile exhaust. Studies
have concluded that auto rickshaw drivers have a high
respiratory morbidity due to exposure to pollution (Lukic,
S. M., Mulhall, P., Choi, G., Naviwala, M., Nimmagadda, S.,
& Emadi, A. 2007).
Current
Challenges
Page. 45
Health : Middle agents : Poor income :
Often they are trapped in the vicious circle of accountable towards the public for providing There are a number of agents in Mumbai who Auto drivers earn monthly income of
insecurity, unhealthy living conditions and other quality transport service. This ultimately leads are like a one stop shop for all issues to do Rs.22,000 Average based on the new fare
reasons. Focusing closely on the problems of to a vicious cycle of distrust. with auto rickshaws. The agents sell auto charges (quora.com, 2016). They pay part of
auto-rickshaw workers like other unorganized rickshaw spare parts, helps in getting loans, the money to their landlord and send money
sector workers need attention. They suffer from getting insurance, and most importantly in to their family back in their villages. This is
all major aspects of employment such as the buying and selling auto rickshaw permits. evident that in city like Mumbai less than
improper terms and conditions of employment, Education : The permit buying and selling is done Rs.8000 is insufficient to have a nominal cost
lack of job security, earnings, non availability of through acquaintances and anyone who of living.
The level of education plays very important role
social security and medical benefits. This put knows a seller and a buyer can become the
in the socio-economic status of an individual. It
them in a very disadvantageous position (Narayan. agent. The value of the permit varies as per
also shows the state’s status of education. If the
B, 2010). Other issues that drivers face are about the demand and supply, with the usual rate
level of education is poor the job opportunities
health and wellness. Working ten hour shifts, the currently at Rs75,000 for three years. He
are scare which forces labours to migrate. After
drivers are at high risk of exposure for air pollution earns a commission of around Rs 1,000-2,000
studying Dr. Beena’s paper on Migrant workers
caused by vehicles. They also are vulnerable to on each deal. This illegal market was created
in Mumbai(2010), the educational status of the
back problems from poor suspension and sitting due to the issue of permits being stopped is
autoworkers is not very satisfactory. 3%workers
long hours (Bhat. A, 2012). a significant cost that has to be borne by the
have no formal education at all. 19% of workers
auto rickshaw driver/owner, thus influencing
have only primary education. 45% workers
their demands for a fare hike (Bhat. A, 2012).
have secondary education, 17% workers have
Passenger behavior : completed higher secondary education. 16%
workers have done graduation but since the
Sometimes there is a intrinsic tension between quality of education they have received is Police & traffic police :
auto-rickshaw passengers and drivers in poor and no other jobs availability they have
Mumbai. Because of the mechanical meter no option except to enter in this profession. Police and traffic police are clearly the main
system and the perceived amount of tampering (Narayan. B, 2010) problem facing auto-rickshaw drivers. During
that occurs, there is inherent distrust between the Survey of EMBARQ,India (2012), many
the two parties. Neither knows whether they drivers complained that they were unfairly
are going to have to argue with the other over or without reason charged fines by the
the fare when they depart the vehicle. Because Traffic Police. Furthermore, a large portion
there are so many rickshaws, one experience of drivers mentioned that police and traffic
(good or bad) has no effect on a subsequent Police harassed the drivers. This may come
experience. Drivers are used to being harassed in the form of stopping them to check for
or not paid correctly. The problems presented licenses and permits or approaching them
by the auto-rickshaw drivers with the police about refusals and tampered meters. On
as well as passengers tells of distrust. Drivers the one hand, it is good that there is some
(whether errant or otherwise) are often not level of enforcement occurring but on the
recognized for their service. Instead, they other hand, the police seem to be arbitrarily
are treated unfavorably by both parties. In targeting drivers or alternately, not treating
reaction to such harassment, they feel less drivers respectfully (EMBARQ, 2012).
Page. 47
PROBLEMS FACED BY PASSENGERS
Overcharging :
Auto-rickshaws in Mumbai are fitted with The campaign referred to Bangalore’s auto-
mandatory fare meters, which are calibrated rickshaw drivers as auto rakshasa (“auto-
to charge a standard fare set by the local demons” or “devils”) and featured a poster
Transport Department. This entails a “flag of a horned monster sitting in an auto-
down” payment of between INR10-25 rickshaw asking for more than the meter fare.
(US$0.16-0.403) for the first 1–2 km, plus The petitioners argued that overcharging is
a flat rate of INR6-12 (US$0.10-0.19) for a matter of “economic justice” and implore
every subsequent kilometer. Overcharging the “concerned citizens” to “join the fight”
is considered to occur when a driver refuses against the rakshasa through the petition.
to switch on the meter or claims it is broken,
or bargains with the passenger to fix a Meter Jam, a Mumbai-based consumer
price. This process is illegal but widespread group, organizes campaigns in which they
(Harding, S. E., Badami, M. G., Reynolds, C. call on commuters to boycott auto-rickshaws.
C., & Kandlikar, M., 2016). Their website states:
The newspapers use the verb “to fleece” ❝….We’re tired of meter that always reads
to describe overcharging; for example: more than it should; drivers who refuse to ply
❝The state failed to acknowledge popular and demand return fare whenever they want.
sentiment after citizens overwhelmingly …❞ ❝Everyone is holding the Janta(people)
endorsed the TOI [Times of India] campaign to ransom. How much more will we pay? It’s
last year to make auto-rickshaw drivers time to turn the tables. So on 12th October,
use meters and not fleece customers by shake your head and say NO if an auto-
demanding exorbitant fares❞ (Times of rickshaw driver offers a ride!❞ (Meter Jam,
India, 2013a). 2012).
Page. 48
Passenger safety :
Page. 51
Pollution :
Page. 52
Traffic congestion :
Page. 55
Availability :
Page. 56
The Question is how design can help Auto-rickshaw users to efficiently avail their
trip and enhance this paratransit mode of commute. To achieve the desired result,
I want to conduct an ethnographic study of the Auto-rickshaw industry in Mumbai
and understanding the proliferation of peer two peer services. Following the usage
pattern of a daily commuter, the hot spots, road map system and the parameters of
the auto rickshaw system. Auto rickshaws have been present in the city since the time
of Britishers, and they have been successfully perishing since history.
The recent increase of ‘peer services’ has enabled new types of ad-hoc trade in
labor, skills, knowledge and material goods using the web and mobile technologies
with peer-to-peer (P2P) architectures. As per my experience, I have noticed the major
change in the lifestyle of people moving from traditional to technological ways of
life. It’s like people won’t have a fridge at home, but they will make sure they have a
smartphone and TV at home.
RESEARCH
Services range from hospitality to lending a helping hand to transportation and are
often, collectively, called the ‘gig,’ ‘alternative,’ ‘collaborative,’ ‘peer’ or ‘sharing.’
Whilst all use P2P architectures, these groups include diverse sets of practices
DESIGN
involving exchanging various resources, for monetary or non-monetary gain, and for
employment or not. I am interested in the use of peer services in the workplace and
in this research I want to examine Uber/Ola and implement to connect customers and
auto-rickshaw (auto) drivers. I conducted an ethnographic study of auto rickshaws
in Mumbai, India. By focusing on their adoption, I aim to understand where and how
the technology can impact auto-driving for design. HCI has long been interested in
the impact of new technologies on work-practices. Introducing technology changes
existing practices and typically brings both benefits and disruptions. By examining
in detail how the work is achieved in, and through, people’s actions and interactions
with technology and one another. Such studies will help me open up spaces for (re)
designing technology to better support the Auto rickshaw system in Mumbai.
Like Uber acts as a ‘Digital Middleman’ to connect customers and drivers through
the algorithms, networks and data they control. They set fares, receive ride requests,
offer and assign rides to drivers, and use real-time and historical data to manage
assignment and, possibly, payment rates. The distribution of computing at the driver
and customer ends of the P2P architecture is limited to requesting, accepting, paying
for and rating rides. While the introduction of new technology into such a setting
might offer hope in improving livelihoods, it also brings concerns. New technology
can create new well paid, and regulated markets and various ICTD studies show that
technology deployments in developing countries often produce sustained positive
changes in the life of vulnerable populations. This thesis will enable me to examine
the impact of a P2P transportation platform on the auto-rickshaw sector and Design
a system which will help the daily commuters.
Page. 59
Research Method
As a design study progresses, the research conducted is not only
a kind of primary research into the design process but also into the
design practice. In previous years, using scientific and objective
methods was considered the ideal approach to design research.
According to Swann (2002), the evidence from the experiments
suggested that scientists problem solves by analysis, whereas
designers problem solve by synthesis; Hence, the designers’
method is more inclined to focus on the solution.
METHODOLOGY
Primary Data
• Newspaper articles
• Websites of the Regional Transport Office and private auto
rickshaw fleets
• Research Papers Indian research papers regarding the auto
rickshaw system and American research papers regarding the
taxicab system. The American research papers were studied
so as to compare the auto rickshaw system in Mumbai with the
taxicab system in certain cities of the United States and to see
their comments on deregulation.
Secondary Data
• Conducting online surveys of commuters in Mumbai
• Understanding User flow pattern
• Understanding passenger needs
Page. 61
Figure. 5
Outline of UX Design
DELIGHTFUL
DELIGHTFUL
When thinking about UX design, the Whendefinition
thinking
includes
about UX design, the definition includes
PROCESS PROCESS It’s no bad thing if a user enjoys It’s no bad thing if a user enjoys
how that experience can be manipulated
how that or experience
influenced can be manipulated or influenced using your product. using your product.
by the designer to increase the quality
by of
thethat
designer
experience
to increase the quality of that experience Understanding the BriefUnderstanding the Brief
for the user. for the user.
Empathy - the ability to understand
Empathy why- people
the ability
behave
to understand
the way they
whydo.
people behave the way they do.
User Research User Research
This is perhaps the most important
This isattribute
perhapsinthe
themost
field.important
Putting yourself
attribute in the field. Putting yourself
Specifically, the “design” aspect focuses
Specifically,
on how
the “design”
the aspect focuses on how the
utility, ease of use, and efficiency inutility,
a user’s
easeinteraction
of use, and efficiency in a user’s interaction in other people’s shoes is essential
in othertopeople’s
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in UXisdesign,
essential
andtoit working
is in UX design, and it is
Interviews Interviews
something you might have to something
learn whenyou
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starting
to learn
out.when
Con-you are just starting out. Con-
with a product or service can be improved.
with a product
Visual design
or service can be improved. Visual design trary to popular belief, it does trary
not come
to popular
naturally
belief,
to everyone!
it does not come naturally to everyone!
is how a product looks, whereas UX is design
how ais,product
essentially,
looks, whereas UX design is, essentially, Persona's Persona's
how it feels. But there is more. UX howencompasses
it feels. But there
all is more. UX encompasses all Curiosity - the desire to know why people
Curiosity - the behave
desire to
theknow
way why
they people
do. behave the way they do.
aspects of the user’s interaction with aspects
the company
of the user’s
from interaction with the company from Online Surveys Online Surveys
Clarity of expression - theClarity
ability of
to express complicated
expression - the ability
concepts
to express complicated concepts
its customer service through to the quality
its customer
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service through to the quality of its products.
Flow Diagrams Flow Diagrams
clearly to those with little or noclearly
prior knowledge
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in the
littlefield.
or no prior knowledge in the field.
Bear in mind that some UX designers Bear in usemind
the that
termssome UX designers use the terms
‘product’ and ‘service’ interchangeably.
‘product’ and ‘service’ interchangeably. Site maps Site maps
Every time you interact with a product,
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Information ArchitectureInformation Architecture
object you are experiencing that as aobject
user ofyouthatare
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experiencing that as a user of that product.
Page. 62 Page. 63
Brainstorming & Mindmap Figure. 6
Mind map - Auto Rickshaws in Mumbai
Brainstorming and Mind-mapping play an
important role in this thesis project as it helps
to understand the spectrum and different
parameter of the project. Furthermore, it adds
up to the visual thinking and highlights essential
information. The idea of this exercise was to
organize information, identify problems and find
solutions. Figure. 7
Illustration sketch - Auto Rickshaw Info graphic Mumbai
Page. 64 Page. 65
Designing The User Experience of
Auto-Rickshaw Commuters in Mumbai City
Since the enlightenment of auto-rickshaws in India in the late 1950s, these
vehicles have become an indispensable aspect of urban mobility for millions
Problems Faced
of people. Auto rickshaws play a vital and vigorous role in India’s urban By Passengers
transport systems. They also represent a very improvisational and
increasingly inefficient sector – and they are getting lost in the changing
dynamics of urban mobility in India. Today, with increasing urban
populations, there is growth in demand for urban transport, growth in private
motorization and a decline in public transport share.
INTRODUCTION
Mumbai consists of two distinct regions: Mumbai City
district and Mumbai Suburban district, which form
INFORMATION
two separate revenue districts of Maharashtra. The
city district region is also commonly referred to as the Other Issues
Island City or South Mumbai. The total area of
42% Trip Refusals
Mumbai is 233 sq mi. Of this, the island city spans
29% Lack of Availability
67.79 km2 (26 sq mi). 13% Overcharging / Unfair prices
21.3
05% Inaccurate meter
Traffic
GRAPHIC
04%
Million Population
VS
Public Transportation available
C O M PA R I S I O N
AUTO RICKSHAW KALI PEELI TAXI
• Cheaper for long & short • Costly for long & short
distances. distances.
• Small size, due to which it • Predator of heavy traffic,
can squeeze into anywhere as size of taxi is big.
LOCAL TRAIN MUMBAI METRO MONO-RAIL & save time of being stuck
in traffic. • They run on Diesel.
Pattern Home
Payment
FFDE17
Ride History
Auto Rickshaw App
Workers Help
Journey !
Settings
Auto Rick Zara `Store
150-165 Switch to
3 SEATS
Pick up Location
(Estimate Fare) Auto Share
Notification
Sign Out
" CASH
Zara Store
Pick up Location
Infographic - Thesis
Mobile application development has created dependency on the smartphones to a great extent. With
the introduction of mobile apps in the taxi startup business, more people are heading towards taxi
booking app. According to Berg Insight, Google Play Store and Apple’s App Store will serve over 62%
Office / Industry
of the total app downloads in 2017. While Windows Phone OS is estimated to be the 3rd most popular
app platform in 2017. Auto Rickshaw on-demand is revolutionary in itself. Developing an app for Auto
Rickshaw is creating an app enriched with various features which will solve the major challenges
Overview
Figure. 8
Course Mentor : Dr. Rudi Meyer NSCAD - MDES2017 (Sources: Wikipedia & Nounproject) Designed By : Jesal Chitalia
Page. 67
Para Transit Application
Mobile application development has created dependency
on the smartphones to a great extent. With the introduction
of mobile apps in the taxi startup business, more people are
heading towards taxi booking app. According to Berg Insight,
Google Play Store and Apple’s App Store will serve over 62% of
the total app downloads in 2017. While Windows Phone OS is
estimated to be the 3rd most popular app platform in 2017.
RESEARCH
• The easy registration process for the users and Auto drivers.
• A driver can view the history and keep a tab on the number of
requests accepted and other details related to the service.
Page. 69
How it works
The Autorickshaw app will provide a user-friendly interface
and will be compatible with the big platforms such as iOS,
Android and Windows. The app will be provided free of charge
to be downloaded and used by the customer. Once the app is
installed, the user can book a Autorickshaw and use the GPS to
locate and track the auto driver. It also offers various features like
automated fare calculation, selecting vehicle type depending
on the requirement, etc.
DESIGN
ITERATIONS
Page. 70 Page. 71
Information Architecture New User
Creating a structure for the Auto rickshaw application and the First Time User View features of App
Abby Covert stated that “Cognitive psychology is the study of how New User - Onboarding
the mind works, and what mental processes take place there, so Getting Started Adding Cell Phone No. Verification Resend Code
Code
it’s not surprising that it influences both the interactions we design
Verification
and the way we architect information.” Or Login with Facebook Problem Receiving Code Receive call Code by call
Verification
from FB
User Name
User Email
Home Page
Figure. 9
Flow Diagram - New users using the App
Page. 72 Page. 73
Existing User Flow
(current Address)
Home Page Pick Up Location Type Address or Place Name Auto Navigate current location
Set Pickup
Add Home / office / Fav
User Profile
Add Destination
Notifications
Ride History
Promos
Help
Auto Driver
Sign up to Drive Become a Driver
App
Feedback Services
Log Out
Figure. 10
Flow Diagram - Existing users using the App
Page. 75
Concept Drawing
APPLICATION
CONCEPT
Figure. 11
Rough Sketch - App process iteration 1
Page. 77
Concept Drawing
Figure. 12
Rough Sketch - App process iteration 2
Page. 78
Application Skeleton
Wireframes can be created in a lot of ways like paper sketches,
computer drew images etc. This part of the design process is
quick to make and an excellent tool to enhance communication
in this project. Low-fidelity wireframes are kind of a starting point
for a designer’s mindset to work on a layout as well as a content
writer’s thoughts on content length and hierarchical frame.
They provide a simple picture by way of organized blocks that
show space allocated for an image and mock content (lorem
ipsum) used to get a rough estimate of the length of different
content blocks.
LOW FIDELITY
WIREFRAMING
Figure. 13
LFW - Application Landing Page
Page. 81
User Number Number Verification User Name Details User Email Details
Figure. 14
LFW - On Boarding Process
Page. 82 Page. 83
Home Page Request Auto Page Set Pick Up Page Payment Page
Figure. 15
LFW - Application Features
Page. 84 Page. 85
Add Payment Method Page User Profile Page Ride Confirmation Page
Figure. 16
LFW - Application Features
Page. 86 Page. 87
Grey Scale Wireframes
HIGH FIDELITY
WIREFRAMING
Figure. 17
HFW - App Loading Page
Page. 89
User Number Number Verification User Name Details User Email Details
Figure. 18
HFW - App On Boarding Process
Page. 90 Page. 91
Home Page Request Auto Page Request Auto Share Page User Dashboard
Figure. 19
HFW - App Features
Page. 92 Page. 93
Typeface for Auto Rickshaw App :
San Francisco (SF) is the system typeface in iOS. The fonts of this typeface
are optimized to give the text unmatched legibility, clarity, and consistency.
Emphasize important information, Using font weight, size, and color to
highlight the most important information in the app.
APPLICATION
TYPOGRAPHY
Dynamic Type Size Table iOS 10
Fonts sizes are in Engineering Point Sizes. Use SF UI Text for sizes below 20pt. Use SF UI Display for sizes 20pt or greater.
L=Light, R=Regular, SB=Semibold | L=Leading, B=Suggested Baseline | Short subtracts 2 pts of leading, tall adds 2 pts of leading.
Title 1
L25, 31L
Title 1
L26, 32L
Title 1
L27, 33L
Title 1
L28, 34L, 32B
Title 1
L30, 36L
Title 1
L32, 39L
Title 1
L34, 41L
Page. 95
Color Scheme
HEX : FFDE17
HEX : 000000
HEX : 9B9B9B
HEX : FFFFFFF
USER INTERFACE
DESIGN
IPHONE - 8
Retina HD display
4.7-inch (diagonal) widescreen
1334-by-750-pixel resolution at 326 ppi
1400:1 contrast ratio (typical)
Application Layout
Page. 97
New passenger
on boarding
process
Page. 98
Application
features
for new user
Page. 100
Application
features for sharing
auto ride
Page. 102
Passengers
administrative control
and settings
User profile button contains a tray This feature helps the user to edit
of useful features which can help the his/her information like Adding users
user to edit his/her profile, settings, photograph, address, name and cell
add payment methods, check ride phone number.
history, register as Auto driver and
much more.
This page of the application gives This page of the application helps
the user the ability to control his/her passengers to quickly add their
personal information, signing in as a payment method via credit, debit,
Auto Rickshaw driver and deactivating payPal or Paytm. It also makes
his or her account. it simplified for the user to save
payment details in a securely manner.
Page. 104
Passengers
feedback
and support
After completion of each ride the This page is like a log book which
passenger has the ability to rate the provides each and every detail of
auto driver and provide their valuable passengers auto rides and it also
feedback. provides the ability for passengers to
redress and provide them a detailed
receipt.
This feature of the application This tab collects all the upcoming rides
collects all the trips and history of the which the passenger has pre-booked
passengers auto rides. and provides him the ability to make
changes to the destinations, date and
timing and also cancellations.
Page. 106
Auto rickshaw
driver’s on
boarding Process
This page is the front of the Registering users name and last name,
application which explains the driver so that application can address offers,
the features and how to get started invoices and maintain user profiles.
using the application.
Page. 108
Registering Auto
Rickshaw to the
Application
Page. 110
Auto Driver’s
Administrative
Control and settings
Page. 112
Auto Rickshaw Application Prototype
This phase of the application can help users to “play”
with ideation and concepts and give us valuable feedback
that shapes the final designs before the application
being developed. This process saves time and money
in development and creates an experience that offers a
significantly better user interface for the viewers to deeply
understand the features and functionality of the app.
APPLICATION
DESIGN
PROTOTYPE
Prototype Link
https://invis.io/ETGAQOOV9PK
Page. 115
This thesis project began as a research study of the autorickshaw transit issues faced
by daily commuters in Mumbai city and investigated how design can improve the
experience of auto rickshaw users in the city. As a result of a series of brainstorming,
systematic analysis, and concept development, which involved a literature review
and data analysis. Through the application of action research, the methodology
of the thesis gradually began to form, while through mind-mapping, information
architecture and wireframing I was able to create a prototype of the application for
user testing. This design aims to facilitate autorickshaw passengers and drivers a
smooth para transit commute.
After thoroughly understanding the current autorickshaw system in Mumbai city and
design thinking, the application focuses on experience design for the commuters
facing numerous problems with existing manual system. The auto rickshaw
application if developed and put in place can improvise the autorickshaw commute
in a more systematic driven manner benefiting the passengers, drivers, government
and local municipality bodies. This application will also enhance the traditional
autorickshaw system towards a technological system, which will erase 70% of the
problems faced in the current scenario.
CONCLUSION This study brings to light some of the changes and influences to perceptions
(towards passengers and auto drivers) and practices (accepting of ride-
requests; right to the passenger) that are being brought about by the uptake
of this application. However, for a app like this is to be seen as trans-formative,
they would need to play a decisive role in shaping perceptions and practices
of those on and off the platform; and sustaining them over time.
Page. 117
Bhat, A. (2012). The Political Economy of Auto-Rickshaw Fare-Setting
in Mumbai. SSRN Electronic Journal. doi:10.2139/ssrn.2119001
Lukic, S. M., Mulhall, P., Choi, G., Naviwala, M., Nimmagadda, S., &
Emadi, A. (2007). Usage Pattern Development for Three-Wheel Auto
Rickshaw Taxis in India. 2007 IEEE Vehicle Power and Propulsion
Conference. doi:10.1109/vppc.2007.4544195
Meter Jam. (2017, June 21). Retrieved November 09, 2017, from https://
en.wikipedia.org/wiki/Meter_Jam
Mumbai: Auto driver rapes teenager, cops arrest four. (2014, June 06).
Retrieved November 09, 2017, from http://www.firstpost.com/india/
mumbai-auto-driver-rapes-teenager-cops-arrest-four-1559491.html
Soans, I. (2014, June 08). All you need to know about Mumbai’s newly
launched metro. Retrieved November 08, 2017, from http://www.
firstpost.com/india/all-you-need-to-know-about-mumbais-newly-
launched-metro-1560805.html
Taking an auto in Mumbai? Here’s what you’d pay. (2016, January 09).
Retrieved November 08, 2017, from http://ridlr.in/blog/taking-an-auto-
in-mumbai-heres-what-youd-pay/Ridlr.in
Page. 119
Medium – Read, write and share stories that matter. (n.d.). Retrieved
March 27, 2018, from https://medium.com/
Open source google images. (n.d.). Retrieved March 27, 2018, from
https://images.google.com/
The digital design toolkit. (n.d.). Retrieved March 27, 2018, from https://
www.sketchapp.com/
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