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Redesigning Bus-Ticketing Experience of RedBus App
by Akshay Rawat
Snapdeal is India's largest online marketplace valued at $6.5 Billion, featuring a wide assortment of products across categories like Electronics, Home, Fashion, etc. It currently has 275,000 sellers, over 30 million products and a reach of 6,000 towns and cities across India.
RedBus is world's largest online bus-ticketing organization. RedBus has over 5 million happy customers and has sold more than 60 million tickets globally. It offers users the convenience of checking schedules, selecting buses, viewing seat layouts, and paying for bus tickets - all with a few taps on a phone.
PROJECT AIM
The aim of my winter internship at Snapdeal was to give a face to the company’s newest service in association with
RedBus so it’s more accessible to most, if not all, of Snapdeal’s multi-million user base.
Background
The pie chart to the right shows Snapdeal as the highest share of voice holder in the Indian market at a 23.1% market share, ahead of giants like Amazon and Flipkart. Snapdeal will use the reach of its mobile app in hundreds of remote and rural areas across India to provide its users with the convenience of online bus-ticketing along with improving the service for its existing users.
This partnership between Snapdeal and RedBus is the perfect nexus between experience and reach. With these two strengths, Snadpeal and Redbus, together, will be able to achieve their goal of providing this convenience to as many users as they can.
Scope
Snadeal’s market share in online shopping in India
For this step, I interviewed, observed, and interacted with three kinds of users. First, the avid work traveller and advanced user who uses two to three apps or websites to find the best price. Second, the retired population who don't make up a majority of the user base but are a good potential audience with the luxury of time and leisure to travel. Third and final pool consists of the servants of low wage workers who travel back and forth between the city they work in and their village to reunite with family.
Work to fully understand the experience of the user for whom you are designing. Do this through observation, interaction, and immersing yourself in their experiences
Empathize
Design Process
For this project I followed Stanford D-School’s Design Thinking Process. It first defines the problem and then implements the solutions, always with the needs of the user demographic at the core of concept development. This process focuses on needfinding, understanding, creating, thinking, and doing. At the core of this process is a bias towards action and creation: by creating and testing something, you can continue to learn and improve upon your initial ideas. Its a 5-step process and this is how it goes:
IdeateExplore a wide variety of possible solutions through generating a large quantity of diverse possible solutions, allowing you to step beyond the obvious and explore a range of ideas
For the third step, I started out by sketching out wireframes on paper and then moving on to Adobe Xd. With detailed wireframe I went to users and asked for their feedback and recorded their observations and tried to sculpt a more user centered design.
I carefully studied my notes and user responses to form a comprehensive list of do’s and don’ts, must have’s and more for the new app design.
Define Process and synthesize the findings from your empathy work in order to form a user point of view that you will address with your design
Prototype Transform your ideas into a physical form so that you can experience and interact with them and, in the process, learn and develop more empathy
Adobe Xd allows you to test UIs on phones and are also shareable through links that can be accessed online or on a phone. This way I was able to use them on my phone and reposition certain buttons and redesign some tabs and improve organization throughout.
Try out high-resolution products and use observations and feedback to refine prototypes, learn more about the user, and refine your original point of view Test
Using the same Xd feature from the previous step, I took it to users and observed them interact with the new design. I noted differences, similarities, struggles, and the convenience users experienced while using the new design and accordingly made changes to the app.
Competitive Analysis
Latest RedBus UI
Strengths
• Clean and simple UI • Emphasis on the "From"
and "To" tab makes it easier for tech-illiterate users to navigate
• "Offers" section improves user loyalty
Weaknesses
• "Recent Searches" tab is hidden under offers
• No "Upcoming Trip(s)" section
• Cluttered results page
Current Snapdeal UI
Strengths
• Clean and simple UI • Provides convenience
of a one-stop app instead of having 6 or so different apps
• Trustworthy collaboration with Redbus
Weaknesses
• Simple but boring UI • Too much effort to get
to the app and access ticket
• Same cluttered results page
New Snapdeal UI
Strengths
• Clean and easy to navigate UI displaying relevant information
• Easy access to "Recents" and "Upcoming Trip(s)"
• "Offers" section to improve user loyalty
Weaknesses
• Could seem a little cluttered
• Distracting Snapdeal/RedBus bar at the top
• Doesn't display all the info
User Personas
Menu, Log in and other optional actions
Returning user screen with strong emphasis on user
empathy and requirements
Search screen with personal suggestions
and popular destinations
1 2A
Wireframes | Menu, Home, Search
Boarding Point selection offering map support to
ease the selection process
Same emphasis as the Boarding Point selection
page
Seat selection page offering a simple and easy to use interface avoiding any possible confusions
5 6 7
Wireframes | Board, Dropoff, Seat Selection
Detailed search options with optional filters to make
search easy for layman users
Results page with priority given to the organization
of information
3 4
Wireframes | Filters, Results
Confirmation page giving a detailed price breakdown and offering the
convenience to change any information
Traveller details page demanding only relevant information
avoiding tedious forms
8 9
Wireframes | Confirmation, Traveller Details
Using geolocation to minimize user action
Simpler search bar with easy access to menu
Recent Searches to make minimize effort for returning users
Offers section to save users money and improve loyalty
Simple card like design to show upcoming trip(s)
Home Page
Final UI
Showing relevant information without any distractionsA new filters bar to make
sorting easy for less tech savvy users with more options
available for advanced users
Simple card-like display to clear the clutter and make the
information more readable
Use of symbols, font styles and colors help organize information better and
make it easier on the eyes
Results Page
Final UI