About the Project
About the Project
About the Project
The project was developed for the Nextleap Associate Product Manager Fellowship Program, conducted from October 2, 2021, to October 31, 2021. During this program, my focus was on implementing a notification feature within the driver's application, enabling them to view both the pickup and drop locations of the customer.
Subsequently, following the official introduction of a similar feature by Ola in December 2021, I revisited the problem statement and initiated a new phase of the project in December 2022. This phase aimed to address the needs of customers who book the application remotely.
The project represents a culmination of my experiences both during my time at Nextleap and following my first semester at the National Institute of Fashion Technology, Mumbai.
The project was developed for the Nextleap Associate Product Manager Fellowship Program, conducted from October 2, 2021, to October 31, 2021. During this program, my focus was on implementing a notification feature within the driver's application, enabling them to view both the pickup and drop locations of the customer.
Subsequently, following the official introduction of a similar feature by Ola in December 2021, I revisited the problem statement and initiated a new phase of the project in December 2022. This phase aimed to address the needs of customers who book the application remotely.
The project represents a culmination of my experiences both during my time at Nextleap and following my first semester at the National Institute of Fashion Technology, Mumbai.
The project was developed for the Nextleap Associate Product Manager Fellowship Program, conducted from October 2, 2021, to October 31, 2021. During this program, my focus was on implementing a notification feature within the driver's application, enabling them to view both the pickup and drop locations of the customer.
Subsequently, following the official introduction of a similar feature by Ola in December 2021, I revisited the problem statement and initiated a new phase of the project in December 2022. This phase aimed to address the needs of customers who book the application remotely.
The project represents a culmination of my experiences both during my time at Nextleap and following my first semester at the National Institute of Fashion Technology, Mumbai.
Double Diamond
Double Diamond
Double Diamond
Process
Before arriving at a definitive conclusion, it is imperative to conduct a thorough analysis. Therefore, I am adopting a double-diamond design thinking process for this project. In this approach, the first step is to identify a problem within the current Ola application. Through a systematic process of exploration and iteration, we aim to arrive at a potential solution.
Process
Before arriving at a definitive conclusion, it is imperative to conduct a thorough analysis. Therefore, I am adopting a double-diamond design thinking process for this project. In this approach, the first step is to identify a problem within the current Ola application. Through a systematic process of exploration and iteration, we aim to arrive at a potential solution.
Process
Before arriving at a definitive conclusion, it is imperative to conduct a thorough analysis. Therefore, I am adopting a double-diamond design thinking process for this project. In this approach, the first step is to identify a problem within the current Ola application. Through a systematic process of exploration and iteration, we aim to arrive at a potential solution.
Discover Stage
Discover Stage
Discover Stage
Secondary Research
Through market research, I discovered that as of 2020, the user base had surged to an impressive 100 million and was continuing to grow exponentially. Ola, founded in 2010, swiftly gained popularity due to its competitive pricing and enticing offers for users, presenting a fresh and dependable source of income for cab drivers. However, over recent years, Ola's market share has experienced a significant decline, attributed to various issues that I categorized into two sub sections.
Secondary Research
Through market research, I discovered that as of 2020, the user base had surged to an impressive 100 million and was continuing to grow exponentially. Ola, founded in 2010, swiftly gained popularity due to its competitive pricing and enticing offers for users, presenting a fresh and dependable source of income for cab drivers. However, over recent years, Ola's market share has experienced a significant decline, attributed to various issues that I categorized into two sub sections.
Secondary Research
Through market research, I discovered that as of 2020, the user base had surged to an impressive 100 million and was continuing to grow exponentially. Ola, founded in 2010, swiftly gained popularity due to its competitive pricing and enticing offers for users, presenting a fresh and dependable source of income for cab drivers. However, over recent years, Ola's market share has experienced a significant decline, attributed to various issues that I categorized into two sub sections.
Market Issues
Emergence of competition Nationally (Uber), as well as Locally (Meru, Jugnoo, Mega etc.)
No control over drivers
Frequent number of Fake rides
Weak Customer support
Market Issues
Emergence of competition Nationally (Uber), as well as Locally (Meru, Jugnoo, Mega etc.)
No control over drivers
Frequent number of Fake rides
Weak Customer support
Market Issues
Emergence of competition Nationally (Uber), as well as Locally (Meru, Jugnoo, Mega etc.)
No control over drivers
Frequent number of Fake rides
Weak Customer support
User Issues
Concerns regarding Women Safety
Frequent dropping at wrong locations
Taking the ride too long to arrive
Cancelling rides without notice
Behavioral issues of the drivers
Surge Pricing
User Issues
Concerns regarding Women Safety
Frequent dropping at wrong locations
Taking the ride too long to arrive
Cancelling rides without notice
Behavioral issues of the drivers
Surge Pricing
User Issues
Concerns regarding Women Safety
Frequent dropping at wrong locations
Taking the ride too long to arrive
Cancelling rides without notice
Behavioral issues of the drivers
Surge Pricing
User
User
User
Survey
A survey was conducted among 30 individuals (consisting of multiple choice questions) who are familiar with the Ola app and uses the above or other taxi booking apps available in their respective cities, about their frequency, problems and their ratings on the already defined problems from market study.
Severity: scale defined for the seriousness of the problem in a scale between 0 to 5.
Survey
A survey was conducted among 30 individuals (consisting of multiple choice questions) who are familiar with the Ola app and uses the above or other taxi booking apps available in their respective cities, about their frequency, problems and their ratings on the already defined problems from market study.
Severity: scale defined for the seriousness of the problem in a scale between 0 to 5.
Survey
A survey was conducted among 30 individuals (consisting of multiple choice questions) who are familiar with the Ola app and uses the above or other taxi booking apps available in their respective cities, about their frequency, problems and their ratings on the already defined problems from market study.
Severity: scale defined for the seriousness of the problem in a scale between 0 to 5.
Define Stage
Define Stage
Define Stage
Throughout the project, I encountered several critical issues identified through polls and assessments, demanding both attention and swift resolution. Among these, two stood out as particularly pressing: drivers rejecting duties and canceling without prior notice, leading to unwarranted fines for customers, and concerns regarding women's safety during rides.
Ola had already taken steps to address women's safety concerns by implementing an SOS service and introducing features such as ride-sharing options with relatives, as well as a notification screen for drivers, these initiatives only partially alleviated the need for frequent communication between customers and drivers. However, one fundamental aspect Ola prides itself on, "Your Personalized Transportation," still presented challenges, especially for users accessing the app remotely.
Throughout the project, I encountered several critical issues identified through polls and assessments, demanding both attention and swift resolution. Among these, two stood out as particularly pressing: drivers rejecting duties and canceling without prior notice, leading to unwarranted fines for customers, and concerns regarding women's safety during rides.
Ola had already taken steps to address women's safety concerns by implementing an SOS service and introducing features such as ride-sharing options with relatives, as well as a notification screen for drivers, these initiatives only partially alleviated the need for frequent communication between customers and drivers. However, one fundamental aspect Ola prides itself on, "Your Personalized Transportation," still presented challenges, especially for users accessing the app remotely.
Throughout the project, I encountered several critical issues identified through polls and assessments, demanding both attention and swift resolution. Among these, two stood out as particularly pressing: drivers rejecting duties and canceling without prior notice, leading to unwarranted fines for customers, and concerns regarding women's safety during rides.
Ola had already taken steps to address women's safety concerns by implementing an SOS service and introducing features such as ride-sharing options with relatives, as well as a notification screen for drivers, these initiatives only partially alleviated the need for frequent communication between customers and drivers. However, one fundamental aspect Ola prides itself on, "Your Personalized Transportation," still presented challenges, especially for users accessing the app remotely.
User Journey while booking
User Journey while booking Remotely
User Journey while booking
Remotely
As an individual familiar with commuting challenges to a remote office location, I found myself in a unique situation one evening. Typically reliant on my own vehicle for transportation, unforeseen circumstances led me to arrive at the office with a friend who promptly departed. Facing an early departure from work without the option of seeking assistance from colleagues, I turned to the Ola application to book a cab.
As an individual familiar with commuting challenges to a remote office location, I found myself in a unique situation one evening. Typically reliant on my own vehicle for transportation, unforeseen circumstances led me to arrive at the office with a friend who promptly departed. Facing an early departure from work without the option of seeking assistance from colleagues, I turned to the Ola application to book a cab.
Remotely
As an individual familiar with commuting challenges to a remote office location, I found myself in a unique situation one evening. Typically reliant on my own vehicle for transportation, unforeseen circumstances led me to arrive at the office with a friend who promptly departed. Facing an early departure from work without the option of seeking assistance from colleagues, I turned to the Ola application to book a cab.
Persona Building
As a UX designer, I recognize the invaluable role that interviews play in gaining insightful, in-depth information directly from users. Interviews serve as a powerful medium for uncovering user needs, preferences, pain points, and behaviors, allowing for a more nuanced understanding of the problem space.
After discovering the problems that needed to be solved, I conducted one-on-one interviews with both the users and the cab drivers. These interviews were instrumental in delving deeper into the challenges faced by both stakeholders and understanding the intricacies of their experiences. By engaging in open and candid conversations, I aimed to uncover the root causes of these issues and explore potential solutions collaboratively by defining their combined personas.
Persona Building
As a UX designer, I recognize the invaluable role that interviews play in gaining insightful, in-depth information directly from users. Interviews serve as a powerful medium for uncovering user needs, preferences, pain points, and behaviors, allowing for a more nuanced understanding of the problem space.
After discovering the problems that needed to be solved, I conducted one-on-one interviews with both the users and the cab drivers. These interviews were instrumental in delving deeper into the challenges faced by both stakeholders and understanding the intricacies of their experiences. By engaging in open and candid conversations, I aimed to uncover the root causes of these issues and explore potential solutions collaboratively by defining their combined personas.
Persona Building
As a UX designer, I recognize the invaluable role that interviews play in gaining insightful, in-depth information directly from users. Interviews serve as a powerful medium for uncovering user needs, preferences, pain points, and behaviors, allowing for a more nuanced understanding of the problem space.
After discovering the problems that needed to be solved, I conducted one-on-one interviews with both the users and the cab drivers. These interviews were instrumental in delving deeper into the challenges faced by both stakeholders and understanding the intricacies of their experiences. By engaging in open and candid conversations, I aimed to uncover the root causes of these issues and explore potential solutions collaboratively by defining their combined personas.
Babu Bhaiya
Babu Bhaiya
“I am ready to take the ride provided I am compensated for the extra mile I needed to travel for pickup and for which I do not need to pay the company.”
“I am ready to take the ride provided I am compensated for the extra mile I needed to travel for pickup and for which I do not need to pay the company.”
About
Age: 47
Occupation: Driver
Personality: Extrovert, Polite and Friendly
Self owned auto
2+ years in Ola
Accepts customers from Ola and Uber
About
Age: 47
Occupation: Driver
Personality: Extrovert, Polite and Friendly
Self owned auto
2+ years in Ola
Accepts customers from Ola and Uber
End Goal
To complete more rides to generate more incentives which includes taking brakes for meals and having some rest in between bookings.
End Goal
To complete more rides to generate more incentives which includes taking brakes for meals and having some rest in between bookings.
Reasons to refuse Pickup
Has to drive extra without pay to pickup a customer
The drop location is located in such a place where we do not get any rides after the drop
Could earn more for driving in the local domain with out without the using the app
There could be heavy traffic due to which the driver thinks it is better to deny the pickup
Refuses to cancel from their side as it levy's a penalty
Reasons to refuse Pickup
Has to drive extra without pay to pickup a customer
The drop location is located in such a place where we do not get any rides after the drop
Could earn more for driving in the local domain with out without the using the app
There could be heavy traffic due to which the driver thinks it is better to deny the pickup
Refuses to cancel from their side as it levy's a penalty
Motivation to Pickup
Able to earn more as the pickup and drop location have a long distance
The drop location is such that they can easily get rides
They are going to the same location nearby the drop point which can earn them a bonus amount for actually their own work
Motivation to Pickup
Able to earn more as the pickup and drop location have a long distance
The drop location is such that they can easily get rides
They are going to the same location nearby the drop point which can earn them a bonus amount for actually their own work
Abhi Patel
Abhi Patel
“I get really tired after working and just want to go to home for rest. I am ready to compensate the driver for extra mile they had to travel to pick me.”
“I get really tired after working and just want to go to home for rest. I am ready to compensate the driver for extra mile they had to travel to pick me.”
About
Age: 29
Occupation: Chattered Accountant
Personality: Extrovert and Friendly
Single
Lives in a rented flat
New employee to the company
Uses both Ola and Uber
About
Age: 29
Occupation: Chattered Accountant
Personality: Extrovert and Friendly
Single
Lives in a rented flat
New employee to the company
Uses both Ola and Uber
End Goal
To travel from home to office and vice-versa faster and in an affordable price and on time.
End Goal
To travel from home to office and vice-versa faster and in an affordable price and on time.
Reason for using the app
New to the town therefore not familiar to the routes
It is easier to hire a cab or auto from home as he lives in an urban area and availability is more
Can pre book a cab or auto while getting ready for the office or wants to go outside for hangouts
Useful to him for estimating a fair price to reach a location which prevents him for getting cheated by the drivers
The app provides a number of options to ride which helps him to choose a reasonable ride
Reason for using the app
New to the town therefore not familiar to the routes
It is easier to hire a cab or auto from home as he lives in an urban area and availability is more
Can pre book a cab or auto while getting ready for the office or wants to go outside for hangouts
Useful to him for estimating a fair price to reach a location which prevents him for getting cheated by the drivers
The app provides a number of options to ride which helps him to choose a reasonable ride
Problems faced while booking
Low availability of cabs or autos from his office location
Quoted amount for the ride from office is always more
Has to wait for long for finding the ride in the app
Have to spent an extra amount just to book the cab to prevent unnecessary fines due to multiple cancellations which he has faced before
Problems faced while booking
Low availability of cabs or autos from his office location
Quoted amount for the ride from office is always more
Has to wait for long for finding the ride in the app
Have to spent an extra amount just to book the cab to prevent unnecessary fines due to multiple cancellations which he has faced before
Design
Design
Design
Exploration
To design a new feature for a pre-existing app we have to first understand the UI for the app so let us look into it. The purpose of this exercise is simply to keep the design strategy consistent and similar to the current Ola app.
Disclaimer: The Ola design system was made public after a long time and hence when I designed the screens I took assumptions based on the visuals.
Exploration
To design a new feature for a pre-existing app we have to first understand the UI for the app so let us look into it. The purpose of this exercise is simply to keep the design strategy consistent and similar to the current Ola app.
Disclaimer: The Ola design system was made public after a long time and hence when I designed the screens I took assumptions based on the visuals.
Exploration
To design a new feature for a pre-existing app we have to first understand the UI for the app so let us look into it. The purpose of this exercise is simply to keep the design strategy consistent and similar to the current Ola app.
Disclaimer: The Ola design system was made public after a long time and hence when I designed the screens I took assumptions based on the visuals.
Develop Stage
Develop Stage
Develop Stage
a
a
The
The
The
Algorithm
Once a user enters the pickup and drop locations and initiates the ride search, if they can't find a ride within the default search area, the system will automatically expand its search region. It will then match the user with the nearest available driver and notify the user of the driver's current location. An additional fee might be required to compensate for the extended distance to the pickup point. If the user accepts the extra charge, a confirmation notification is sent to the driver.
Algorithm
Once a user enters the pickup and drop locations and initiates the ride search, if they can't find a ride within the default search area, the system will automatically expand its search region. It will then match the user with the nearest available driver and notify the user of the driver's current location. An additional fee might be required to compensate for the extended distance to the pickup point. If the user accepts the extra charge, a confirmation notification is sent to the driver.
Algorithm
Once a user enters the pickup and drop locations and initiates the ride search, if they can't find a ride within the default search area, the system will automatically expand its search region. It will then match the user with the nearest available driver and notify the user of the driver's current location. An additional fee might be required to compensate for the extended distance to the pickup point. If the user accepts the extra charge, a confirmation notification is sent to the driver.
Final Screens
Final Screens
Final Screens
a
a
