LINE Go App Redesign
Increase the user experience of hailing a cab and save 50% of the time with two new features.
Time
Jun.-Nov. 2023
Duration
6 months
Tool
Figma
Project brief
Line Taxi is a well-known taxi service in Taiwan. However, most users are frustrated with inaccurate location and time-wasting settings. This project aims to improve the experience of hailing a taxi on the app.
Motivation
My first job was in a computer system service company, which had many business needs, such as taking taxis to clients, and my job was to manage the demand for taxis. I often saw sales needing handwritten information to request a taxi in advance. Filling in errors also made it difficult for me to manage business schedules and expenses. Therefore, I want to start with taxi apps on the market to improve the interface and add features I see users wishing to add.
Outcomes
After redesigning, I conducted a round of face-to-face interviews with three users and the SUS scale. The SUS scale score was 90 points, indicating that the ease of use was higher than 96% of the products.
The process is more smooth than before.
Reduce the time I spend on entering addresses.
User-friendly interface
Before
Information Without Hierarchy Makes It Difficult for Users to Start Their Journey
After
Users Can Easily Find Where to Start Their Journey and Input the Address Efficiently
Save Your Favorite Itinerary With a Few Steps and Use It For the Next Trip
Main Challenges
It Is Hard to Interview Target Users
Compared with 55688, which is popular among middle-aged and older adults, and Uber, which is popular among young people, the users of Line Go are relatively few, so I analyzed the user reviews in the App Store to find out the problems reported by the most people, and sorted out the user pain points.
Target Audience
Office workers work in cities
find parking challenging
Prefer to hail a cab by an app
Users who like spot-to-spot service
Understand the Problems
Analyze user reviews at the App Store to understand users’ pain points
Pain point 1
Users Cannot Input Addresses to Search
Pain point 2
The Current Location is Inaccurate
Reviews on the app store
Discover
Key insight 1
Most Users Like to Enter Addresses by Typing in the Text Field Rather Than Using the Map Search Function
" I am used to entering the address by typing, and map search function is hard for me to find the location." -User Alice
Key insight 2
The Current Location is Often Inaccurate, Leading Users to Feel Dissatisfied and Have a Sense of Mistrust in the Product
"I wasted a lot of time finding the current location on the map and I didn't know how to move the map." -User Aaron
Key insight 3
Two Text Fields May Confuse Users About the Difference Between the Two
"I didn't know what should I do first when opening the app." -User Tina
Key insight 4
Some Users Take a Taxi Daily and Spend Much Time Inputting the Same Information
"I spend a lot of time inputting the same address every day." -User Chloe
Problem statement
Assist Users in Inputting the Correct Information Efficiently and Quickly to Enhance Their Overall Hailing a Grab Experience.
Competitor Analysis
Through desktop research and questionnaire surveys, we can understand the functions and user reviews of similar apps on the market. Then, we can understand the experience this product can improve and the experiences consumers value most.
Pros
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Provide many coupons.
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Users don’t need to download another app to use this service.
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Transparent price
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Intuitive interface
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The driver quality is good.
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The largest number of service vehicles in Taiwan.
Cons
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Inaccurate location
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It is hard to set the address.
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Most of the drivers are non-professional drivers, and their quality is a concern.
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Inaccurate current location.
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The app is not as easy to use as other brands.
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The Uber app only provides one text field on the homepage, and it is placed at the top to attract users’ attention.
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The plan-your-ride page provides used records for users to click and quickly reduce repeated entry time.
Ideate
Pain points
Solutions
01
The current location is incorrect, and searching for places on the map is not the preferred method for users.
Replace the map and current location mode on the homepage and relocate the map search function to the manual input section below.
02
For users visiting fixed locations regularly, there is a recurring need to confirm the ride details every time they book a ride.
Add frequently used trips, bind destination, taxi, payment information, customized services, and enable fixed-time recurring reminders for booking rides.
03
The homepage design is unclear regarding which text field to enter the address in.
Referencing other user-friendly ride-hailing apps, redesign the interface.
User Flow
I designed clear steps for users to finish rather than ask users to decide which steps they want to do first, which can save time on setting efficiently
Increasing the number of choices will increase the decision time.-Hick's law
Before
After
Information Architecture
The ride-hailing process and the newly added favorite itinerary function are both designed with sequential architecture to ensure that users complete every step
Wireframes
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Homepage
After discussing with users during testing, I decided to retain Design A. Considering that the most frequently used functions for users are entering addresses and booking rides, other features are tucked away in the hamburger menu to keep the interface clean. The most commonly used functions are presented on the home page.
* The difference between these three designs.
Conceptualize three different designs, all placing the most crucial text field at the top to attract users' attention.
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Design A organizes frequently used addresses and 1-2 functions on the homepage, allowing users to quickly access common information. A hamburger menu is positioned in the top left corner to house additional features, providing a clean look in limited space.
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Design B incorporates a navigation bar, listing functions below for easy access.
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Design C design a map of the current location on the home page. A navigation bar is still positioned at the bottom of the screen.
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Add new itineraries
After discussing with users, I choose Design B. The clear information hierarchy categorizes necessary and non-essential input data, speeding up user form completion and reading.
* The difference between these two designs.
Conceptualize two different designs, both displaying the addresses entered on the previous page and incorporating a wizard design to help users understand the current setup progress, enhancing control over the product.
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Design A transforms all data entry fields into a dropdown button.
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Design B only needs to input information using the dropdown button. The remaining non-essential details are designed as overlays for users to input information that appears after clicking.
Test Ideas with Prototypes
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Low-fidelity prototypes
Plan your ride
Add new favorite itinerary
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High-fidelity prototypes
Home page
Goals
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Remove the incorrect current location on the map to alleviate user mistrust of the product
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Improve the information hierarchy on the homepage
Before
Solutions
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Move the text field to the top and highlight the brand color to guide users in clicking
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Keep the standard function on the homepage so that users can quickly click
After
Plan your ride
Goal
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Save recent history locations to expedite the plan-the-ride process
Before
Solutions
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Retain the map search mode below the text search for convenience
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Add recent history and saved addresses for users to select, speeding up the input process
After
Add new favorite itinerary
Goal
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Reduce the time users enter for frequently visited locations and ride preferences to expedite the plan-the-ride process
Solutions
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Wizard design allows users to feel a sense of control, ultimately fostering trust in the product
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Use the dropdown button to select efficiently
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Users can set up recurring ride booking times for the ride
Testing
I conducted a round of face-to-face interviews with three users
How was your experience with this mission?
Did you encounter any difficulties during using the app?
Smooth process!
User-friendly interface
Checkout procedure is simple and clear
Learning 1
I hope the map screen can dynamically capture my attention, encouraging me to notice.
Learning 2
I hope there will be an estimated cost when setting up my favorite itinerary.
Learning 3
I suggest changing the color of the destination icon for better recognition.
Iteration
Provide Estimated Costs and Confirm Page for Users to Check Information
Design System
What I Learned...
I learned that sometimes, even though designers want to provide diverse options for users, it may lower the overall user experience if it affects their accustomed mode.
If I had more time, I would conduct usability testing with additional users and refine the product based on their feedback.