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Exploring First & Last Mile Solutions

MY ROLE
User Research
UX - Design
UI - Design
THE WHAT
THE WHY
THE HOW
DELIVERABLES
Usability Testing
Mid Fidelity Designs
Project Report
YEAR
2019

Our concept connects drivers to passengers who need a ride, making carpooling simple and convenient. Drivers can easily create journeys within the app, offering empty seats for others to book. Passengers can then browse through available trips, find a ride that fits their schedule, and book their seat with just a few taps.

 

The goal of this project was to enhance connection between the Andersberg residential area and central Halmstad through a seamless mobility solution. In collaboration with our clients, we focused on defining the "first and last mile" — the crucial distance between residential areas in Andersberg and key daily destinations, such as shopping and essential services.

The idea was to conduct user research to identify the challenges people face in the "first & last mile" of their commute and uncover the root causes of these issues in a real-world context. After analyzing the data, we began prototyping a solution to test its usability with representative users.

Research

Analyze

Ideation

Validation

Observation

To understand the challenges people face in the first and last mile of their journeys, we began our research with an observational study in the area. This allowed us to assess the existing transportation options and the typical distances between residences and these services. 


Based on our observations, we identified potential pain points, which I then helped validate by designing a survey with quantifiable questions. The survey received 52 responses.

Survey

The results from the survey highlighted that the challenges varied across different age groups, but the key factor influencing transportation difficulties was whether individuals had access to a car. These insights were crucial in informing our qualitative study, where we focused on the user group most affected by these issues and the user group that could help solve these issues.​

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Interviews

For the qualitative study, I designed the interview guide based on the pain points identified in our survey, aiming to understand the underlying reasons behind these challenges. As a team, we decided that semi-structured interviews would be the most effective methodt, allowing for flexibility and deeper exploration of the issues, despite the potential challenge of time constraints.

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Observation

52
Survey Respones

21
Interviews

AnalyzeAnchor

Research

Analyze

Ideation

Validation

Thematic Coding

To create our user persona, we began with a thematic analysis of the data gathered from both our survey and qualitative study. This analysis helped us identify key themes that emerged from users' experiences and challenges when it came to transportation. Some of the main themes we identified included:
 

  • Time: Users expressed a need for efficient and reliable transportation that fits within their tight schedules.

  • Weather Conditions: Adverse weather, such as rain or snow, often exacerbates transportation challenges and affects the reliability of travel plans.

  • Unreliable Public Transport: Many users cited frustrations with public transport services, including delays, overcrowding, or lack of availability during peak hours.

  • Transporting Goods on Public Transport: A significant number of users also highlighted the difficulties they faced when trying to transport items, such as grocery bags or other goods, via public transportation. Limited space, overcrowding, and the lack of convenient storage options made it especially challenging.

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Persona

These insights directly shaped our persona, highlighting the practical needs and emotional desires of our users when it comes to transportation for everyday tasks. By aligning our solutions with these goals, we could better serve users' needs and improve their overall commuting experience.

From Pain Points to User Goals

These themes provided valuable insights into the goals users aim to achieve when transporting themselves for daily necessities. By addressing these pain points, we identified several user goals:
 

  • Efficiency and Time-Saving: Users want transportation solutions that minimize time spent commuting, ensuring they can quickly and reliably get to their destinations for daily activities like grocery shopping or running errands.

  • Weather Resilience: Users are looking for options that offer comfort and reliability, regardless of weather conditions. This could involve seeking transportation that is more adaptable or provides shelter during adverse weather.

  • Reliable and Accessible Transport: Users desire more dependable alternatives to public transport, including options that ensure fewer delays, more availability, and the flexibility to travel when needed.

  • Ease of Transporting Goods: Users need solutions that allow them to transport their goods conveniently and without stress. This includes access to more space, better storage options, and smoother travel experiences, particularly on crowded or unreliable public transport.

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Research

Analyze

Ideation

Validation

During the ideation phase, our team focused on generating creative solutions to address the challenges identified in our research. We used several activities to explore different concepts and refine our ideas
 

Scenarios 

We created detailed scenarios based on our user persona to understand how different users would interact with potential transportation solutions in real-world situations. These scenarios helped us visualize the context in which users would use our service, such as commuting during bad weather or transporting groceries on public transport, guiding us toward practical solutions.

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Sketches & Site Map

To explore and communicate potential design ideas quickly, we sketched multiple concepts for the interface and user flow. These sketches allowed us to experiment with different layouts, features, and interactions, helping us refine the most intuitive and effective design and present a site map of the apps content.

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Mid-Fidelity Prototype & Wireframes

After narrowing down our ideas, we developed a mid-fidelity prototype to test our concepts in more detail. This prototype focused on key features and user interactions, providing a tangible way to gather feedback and identify potential usability issues.

​Click here for Figma-prototype​

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Research

Analyze

Ideation

Validation

How?

To evaluate the usability of the design, I combined a task based evaluation with think out loud and interview questions. By encouraging users to verbalize their thought process, I could gather valuable insights into their decision-making, identify any pain points, and ask follow-up questions to dive deeper into specific issues or challenges they encountered.
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What & Why?

The focus of the evaluation was the page for planning a trip as a passenger and creating a trip as a driver. This part of the application was selected because it represents the core functionality, and the premise was to ensure users could easily interact with these key features.

 

Evaluation with Representative Users

I conducted evaluation with three students around the same age as our persona. These evaluations took place in a lively environment, which was intentional. By testing in a more distracting setting, I could see how external factors like noise might influence user behavior and their ability to use the prototype effectively.

Key Findings

During the evaluations, I identified several usability issues:

  • The menu was unclear.

  • Some icons appeared clickable but were not.

  • Buttons were too small.

  • Users preferred sending a trip request instead of booking directly.

  • Users did not feel trust towards the drivers.


These findings were crucial for refining the design. We addressed the issues in the next iteration by:

  • Modifying the booking flow to include a request step to clarify the process.

  • Adjusting the menu layout for better clarity.

  • Making buttons larger for easier interaction.

  • Added a rating system for passengers & drivers to enhance trust.

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Summary

By conducting task-based testing in a lively environment, I gathered meaningful feedback that helped us refine the design. These usability tests ensured the app's core functionality was intuitive and met user expectations, leading to a more user-friendly experience overall.

How does the design support our users goals?

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Here's how the design answer the user goals:

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  • ​​Efficiency and Time-Saving: The app helps users save time by offering a quick, straightforward way to find and book rides. Passengers can easily browse available trips and select a ride that aligns with their schedule. The ability to book a ride in advance reduces time spent waiting and increases efficiency for everyday activities like grocery shopping or errands.

  • Better Storage Options: The app allows passengers to find drivers with vehicles that might offer more room for their goods. Depending on the car's size and the trip, passengers can ensure they book a ride that accommodates both themselves and their items.

  • Reliable and Accessible Transport: By connecting passengers directly to drivers, the app offers a more reliable and available transport option. It provides flexibility in terms of choosing when and where to travel, helping users avoid the uncertainty and delays often associated with public transport.

Trust Between Users

To build trust, users should have a personal profile page that displays their name, photo, ratings, reviews, travel history, biography, and verified accounts/credentials. Users want more than just basic identity details; they seek additional information to assess trustworthiness and avoid awkwardness during the meeting.


Therefore, we’ve designed the profile page to be customizable, offering tools to help users create a reliable profile. It's each user's responsibility to build a trustworthy profile that others will feel confident about. The profile preview shown when selecting a trip includes the most relevant information for users.

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Reflection

Through this project, I learned that usability testing can be significantly impacted when elements of the prototype don't work as expected. When users encounter issues during testing, it can lead to frustration and stress, which ultimately affects the quality of the evaluation. From this experience, I realized the importance of ensuring that the prototype is as functional as possible, particularly in the areas being tested. It's essential to meet the user's expectations and provide a smooth, seamless experience during the testing phase. To achieve this, I learned the value of prototyping multiple interaction paths rather than relying on a single approach. By exploring different interaction options, we can better align the design with user needs. Additionally, this is an iterative process where refining interactions and testing different flows is crucial to improving the overall usability of the product throughout the design process.

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