Gett is a global on-demand mobility company that connects customers with transportation, goods and services. Customers can order a taxi or courier either through the company's website, or by using the company's GPS-based smartphone app.
Client Interview, Problem Statement, S.W.O.T Analysis, Comparative Chart, Use-Case Scenario, Surveys, Scripts, Usability Test, Focus Group, Finding Patterns, Hypothesis, Personas, User Journey Map, Site Map, Empathy Map, Ideation Board, Product Solution, Wireframe Concepts, Lo-Fi Prototyping, User Testing, Return on Investment, Re-defining Persona.
Sketch, Pages, Keynote, Illustrator, Invision, Paper, Pencils
Project Manager, Branding
Jenny Villagomez (Content Specialist), Zack Lalich (UX Designer), Nadina Cosic, Esteban Gonzales (Prototype Designers)
CLIENT'S GOAL AND INITIAL THOUGHTS
Our team was chosen to redesign the Gett app for the Los Angeles market. Our client's goal was to re-design the Gett app to thrive and be profitable in the L.A market. Upon opening the Gett app we found that setting up is a breeze. It didn’t ask us to link our social media account and all we had to do was just type in a confirmation number. We were up in maybe less than a minute. We noticed many similarities in how the app looks and works similar to Lyft and Uber. However, it felt more like a taxi service and used a color palette of mostly yellow and black.
ANALYZING AND COMPARING THE COMPETITION
After our S.W.O.T analysis for the Gett App we needed to compare services provided by our competition using quantitative information. We went online and gathered information such as fare rates, driver pay, surge pricing and the type of vehicles used.
USABILITY TEST AND RESULTS
Zach is 21 years old and frequently uses Lyft to do his daily tasks. He uses it to go to school and hang out with friends. His brother sometimes lets him use the car but his main source of transportation is Lyft. We set Zach up for our test using the Gett app and observed his emotions and expressions. Zach was able to successfully complete each task and his feedback was carefully reviewed. However, he felt that the icons were “too big”. Also, that the color palette was “bland” and “not exciting”, as it reminded him of taxis.
FOCUS GROUP AND FINDINGS
Our participants were greeted by our team and were provided pizza and drinks, courtesy of the team. The purpose of our focus group was to identify habits, experiences and expectations to determine participants overall satisfaction with a product. We wanted to know how we can improve user satisfaction for the app. Our users indicated that the Taxi market in L.A is relatively unfavorable. People’s perceptions of Taxis are not good, and people view them as a far inferior means of transportation than Uber/Lyft. Also users do not like to wait for public transportation, find parking or be stuck in traffic. Based on our research we created solutions to improve our user experience. Curbside service is the perfect example of saving time and money. Our users do not have to leave the car to pick-up items from a store or pick-up food for dinner.
MAPS, PROTOTYPE AND RESULTS
Based on the persona we created a journey and empathy map to helps us understand pain-points in their experience. Then we created a site map which helped me create mental models for the app. Our prototype designers then created a prototype. However, user testing was not completed due to time constraints but you can try it out yourself.
Copyright 2017 Manny Hernandez