Case Study

Intro

The global carpooling market size was $4.2B in 2018 and is projected to become $11.4B in 2025 (Source)

Problem

Unlike Trainline for train tickets or Ticketmaster for concert tickets, no app became the #1 go-to app for carpooling.

• Lyft carpool shutting down

• Waze Carpool shutting down

Research

Understanding users’ needs and behavior is crucial for a great experience. Therefore I deep dive into research for the target audience and competing market first to develop the project’s strategy. 1st step: craft a survey I posted on carpool forums [Fb groups] then interview users [mostly Israeli soldiers trying to get to their base.] and do some competitive audits on carpool apps like BlaBlaCar, Lyft, Uber, etc.

• Research Plan & Survey Script

Patterns

After collecting all the data from the users, I found patterns in the answers: Ex. carpooling isn't an impulse event [Like Uber], It's a daily task [commute to/from work/Uni].

• Miro Board

Ideation

After gaining those insights from the users, I tried to gain as many ideas as possible, that align with the users' needs & norms.

• Miro Board

Filter Ideas

To focus on what's valuable for the users, and what will be a seamless CX so they would come back - I filter the "nice to have" ideas and the complex ones... OUT.

• Miro Board

"Crazy 8"

Drafted 8 different UI sketches, and then critic them to find the right one to start working on [lo-fi design].

• Miro Board

Lo-fi Design

Taking a low-fi design to real users with usability tasks, to see if it "Pass" [all good!] or "Fail" [Fix] or "needs more work" [small tweaks].

Usability Testing

Taking a low-fi design to real users with usability tasks, to see if "Pass" [all good!] or "Fail" [Fix] or "needs more work" [small tweaks].

CJM

Now, it's the right time to craft the Customer Journey Mapping, as I can tell which steps in the journey are pain points and if I can "shortcut" the journey for the user.
A smooth user experience is the holy grail of interface design. I believe that even the most complex challenges can be solved through design.

Hi-fi Design

Tweaks the design to Hi-fi Design following the results of the usability tests I've done [see above].

KPI

MEASURE
- Retention: Do users come back? If so, each day/week/month?
- Drop-offs: Which screen/button most drop off? Is it the text or icon or color or else [accessibility]?
- Friction: Do the users feel friction or feel it's a "shortcut"?
- Cohorts: Difference in traction per age/time on app/etc.

Traction

More than +1K designers chose to use it, in the Figma community.

• Figma Community

Next Steps

Design the other screens [like FAQ] and measure traction, by interviewing users, MVT, Analytics, and more.