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UX Case Study 3

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Seamless
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UX case study Op
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Car

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Problem Statement
People struggle due to Unavailability of cabs, last minute cancellation
and lack of safety features while using other service providers.

Objectives & Goals

Provide a Comforting, Engaging, To provide a pleasant and prompt
Entertaining and Encouraging journey for commuters and an
journey for commuters. engaging concepts that make them
love to choose this system.

Our Process

Discover Define Ideate Design

Key User Challenges

Availability of transportation on time.

No proper confirmation with acknowledgement for rides taken by the drivers.

Extra charge requests from the drivers during the booking time.
Extreme climates make commuters sweaty,drenched and even thirsty and hungry
Unable to schedule cabs for upcoming events and pre plan trips

Product Users
Commuters of all age groups and different
walks of life are our product users

Quantitative Research
Based of surveys taken we have got the below

data of which major areas of concern have been

drafted below

Observations
50%
50% of the people find the idea
of providing food and drinks
80% while travel as an interesting
80% commuters are idea
ready to pay slight
high cost for comfort

30%
30% of commuters are willing to
avail car pooling as a way of 90%
transport if the price is 90 % commuters agree to chose pre
decreased booking to avoid traffic and peak
hour charges

60%
60% of people are ready to pay
peak hour charges if promiced a
comfortable ride

User Needs
Comfort and safety are the major needs of the users for which paying extra
charges is not a point of consern

Scheduling and pre booking rides is another area which is expressed as a

need by the commuters and it can avoid last minute rush-ups

Providing entertainment food and beverages is another added need of the

commuters that when satisfied would increase customer base

Features & Functionalities

To resolve user needs

Using SOS and Providing Scheduling Providing an option

share ride and pre booking of adding food and
options to options to ease
drinks to your ride.
ensure safety last minute rush-ups

Competitor Analysis

Competitor 1
The Company OLA is one of the major
Competitive brand who is a similar service
provider
Features :

OLA has an option to share your ride details but

does not have an SOS feature
OLA does not provide food or beverages as a part
of your ride

Competitor 2
Uber is yet another company who is a
leading service provider of the same
services
Features :

Uber provides cab that can be scheduled

Uber does not provide food or
beverages as a part of your ride

Unique Features

Providing Scheduling and pre booking options to ease

last minute rush-ups

Providing an option of adding food and drinks to your ride.

Using “SOS” and “share ride details” options to ensure safety

User Persona 1 - Luxury Seekers

Description
Ak as s a se u ed o a ed a d sta le am ly ma
h i c r , rg niz , n b f i n

wh o put s am ly s eeds o e s o hi f i ' n v r hi wn.

Akash
Pain Points
IT employee
H e t o oa
c ic W rk L

About Fin a al Issue nci

35 Chennai H ealt Issues o elde s h f r in t e am l

h f i

MBA Employee L a o e so al t me
ck f P r n i .

M aslo Pyramid w
Frustrations

Sel f Ac tual sat o i i n

Pea ou a e k h r ch rg

Ted ous oo p o ess o t a e

i b king r c f r r v

steem
E
Sa tey a d se u ty du
f t a el n c ri ring r v

L
L
o e eo
v
v
B
B
l
l
ng ng
ng ng
i s

Sa ety
f
I want to spend less time in traffic and

more time with my family !

Ph ys olo i gic al

Happiness
Social satisfaction
4 -Spending time with family and friends
Irritation Frustration
Irritation
4

4 - People's assumptions

Self satisfaction H appiness

a out so al a epta
b ci cc nc e

tate m
irri hi 3 4

Self Satisfaction

2 - Due to family obligations,

2

I as u a le to o
w e t ate o my

n b c nc n r n

pe so al jo de elopme t
r n b v n .

Social Satisfaction

4 - Outings and meetings with friends

Emo Web
R a e o emot o le el om lo to
ng f i n v fr w high in

Frustratio

as e d o de
n
c n ing r r.

3 - Co e s a out am ly nc rn b f i

User Persona - Classic Care Seekers 2

Description
He ets up a ou d g am to a m e e y day a d r n 7:00 8:00 . . v r n

reads t e e spape to stay up to date o o ld e s

h n w r n w r n w

a d e e ts
n v n .

Ramaiah
Pain Points
t a mployee
R . B nk E

Usa e o Sta s le t a ell

g y pu l f ir whi r v ing b b ic

About t a spo tat o

r n r i n

85 Coimbatore D ulty u de sta d a d adapt to

iffic in n r n ing n ing

SSLC Un Employee te olo chn g

H ealt ssues
h i

M aslo Pyramid w
Pain points

Sel f Ac tual sat o i i n

La o people to tal a d pay atte t o
ck f k n n i

Pea ou a e k h r ch rg

Esteem Ted ous oo p o ess o t a el

i b king r c f r r v

L o e elo
v B nging

Sa ety
f
I need some one to pay attention to me a

nd assist me in my day to day activities

Ph ys olo i gic al

Happiness
Social satisfaction
3 -T me spe t t i n wi h F am ly du i ring spe al
ci

o as o s
cc i n
Irritation Frustration
Irritation
4

4 - Filling forms and drafting

Self satisfaction H appiness

lette s r in pu l a d
b ic n
4

p riv ate se to o c r ffic es . 3

3
Self Satisfaction

2 - When family follows the practices' and

2

ri tuals a o d cc r ing to t e sta da ds

h ir n r .

Social Satisfaction

4 -Discussing news, politics, gossip, and

t e a ou te leade
h ir f v ri r wi h t t e h ir fri e ds n

Emo Web
Frustratio n
R a e o emot o le el om lo to
ng f i n v fr w high in

3- Whi le us ing so al med a te

ci i , chn olo y g as e d o de c n ing r r.

User Persona - 3 Active Adventurers

Description
M t a e joys see
i hr e pla es a d t a ell alo e
n n ing n w c n r v ing n .

O a da ly as s e t a els 35 lomet es et ee s
n i b i , h r v ki r b w n hi

colle e a d ome g n h .

ithran
Pain Points
M

Archi te tu e Stude t
c r n

Fin a
al Capa l t nci bi i

About So al expe tat oci c i n

20 Chennai Bala ass o a d du at o

ncng P i n n E c i

B.Arc Student T m e M a a em e
i n g n

Respo s l t es n ibi i i

M aslo Pyramid w
Frustrations

Sel f Ac tual sat o i i n

Could ot ea dest at o o t m n r ch in i n n i

Road ma ta a e o s epa s a d I astu tu in in nc w rk ,R ir n nfr c r

steem
E
a es su e ou s o
High ch ate a rg in rg h r f r Priv c b

L o e elo
v B nging

Sa ety
Safety
f
I want to travel the world, meet new people and learn from them,
indulge in adventures, and create memories.
Ph ys olo i gic al

Happiness
Social satisfaction
3 -Spe d t me t e ds ollo n ing i wi h fri n F wing

Pass o d e tu es a d xplo at o
i n A v n r n E r i n,
Irritation Frustration
Solo t a el ea e t
r s v L rning n w hing

Irritation
appiness
Self satisfaction H

3 - So al a d o om ci n Ec n ic

p essu e Comm tme t

r r i n in r
3 3
4 2

elat o s ps i n hi
3
Self Satisfaction

4 - Following my passion and learning

ne t wsa d st e pla es

hing n vi i ing n w c

a d explo
n e ad e tu es ring n w v n r

Social Satisfaction

2 - Unable to meet social standards and

expe tat o s c i n
Emo Web
R a e o emot o le el om lo to
ng f i n v fr w high in

Frustratio

as e d o de
n
c n ing r r.

3 - M su de sta d s t pa e ts

i n r n ing wi h r n

due to e e at o ap U exe uta le

g n r i n g n c b

pla s due to s tuat o s

n i i n

Information Architecture

The following diagram helps to understand the

task flow of the UI for a commuter trying to use
seamless app
Sta t a e r P g

Nam
Phone n S ign up L o gin
Pho e um e n n b r

Verify OTP A llo pp to

w A Ve y OT rif P

use you r

lo at o c i n

H ome

B oo a de k ri Pr o le fi

Ma My Name
Pickup o t P in
My o e um e
Ph n n b

D op o t
r P in
My T p ri

Ride No / de w Ri
Seamless allet W

Late r
Suppo t r

Sett ing

Choose ride About

Ca (4 mem e s
r b r

Ca X ( mem e s
r L 8 b r

Auto (3mem e s) b r

Multiple Drop
Points

Add Food & Drinks

Brea ast Me u

kf n

Item ame
n

Pric e

Qua t ty
n i

A dd to de Ri

Lu Me u
nch n

D e Me u
inn r n

D s rink

Choose payment
mode

SITS allet W

Cas
U P

C ed t/De
r i bi

Pay ate L r

Confirm Ride

D e Deta ls
riv r i Colle t ood c F

D e o at o
riv r L c i n D op at dest at o
r in i

OT P Payme t omplete n c

E T Re e & at
vi w R ing

Fin al amou t n

Cancel Ride

Co mat o
nfir i n

pop up

W ire Frame

Pick up lo at o c i n

Map D op o at o
r L c i n

Map

Ca r

Pick up lo at o c i n

Mult ple D op o ts
i r P in

D op o at o
r L c i n

S a e de
h r ri

A dd ood & d f rink s

Pick up lo at o c i n L ate r

Ca r
A uto
Cas h

D op o at o
r L c i n

B oo you k r ri de

C oose you de
h r ri C oose you de
h r ri

Br ea ast kf

Map

Ima e g

OT P

Pick up lo at o c i n

R at ing

D op o at o
r L c i n

Br ea ast kf

Ca ’s ame r n

Ca ’s um e
r n b r

Pric e

D e ’s ame
riv r n

XXX
R at ing

Ca el nc

+ 1 - A dd to de ri

Map

SOS

Pick up lo at o c i n

D op o at o
r L c i n

Pric e

D e ’s ame
riv r n

R at ing

M ajor Screens

Home Screen

Menu

Schedule Ride
Pickup and Drop points

Choose Ride

Choose RIDE

Map View

Pickup Drop Points display

Choose Vehicle

Ride Summary

Map View

OTP

Vehicle
details

Driver Details

Cancel Ride

Usability Testing
This Prototype was tested by 13 users using
Quant UX and the heat maps were generated.

Usability Reports

77% 23% 53 s 0%
Direct Success Indirect Success A gg re ated g Ga e up v

1 0 USERS 3 USERS Paths 0 USERS

Testers who completed Testers who completed Average time Testers who dropped
the task in the expected the task in the the task half way
path unexpected path

Screens

Onboarding Login Select location

Select Ride choose ride Confirm Ride

Select Food Menu Add to Ride Select payment methord

SOS Page

Ride Summary 1 Ride summary 2 Cancel ride

INTERACTION
LINK