EZ Rider

A Mobile and Smartwatch compatible service

EZ Rider is a product that allows users to connect their preferred ride share service, preload their home address, and call a car to their exact location by tapping one simple button.

My Role

Project Manager

Information Architect

UX Researcher

Tools

Figma

Notion

VS Code

Research

Goals

  1. To understand common scenarios where users hail ride share services

  2. Determine user pain points when using such services (wrong location, mis clicking, typos)

  3. Understand general attitude towards voice-interfaces and their use cases

  4. Determine scope of app utilization within our target audience

Questions

  1. How often do users use ride share service applications?

  2. What scenarios do users find themselves using a ride share application?

  3. What features are most valued by users?

  4. What challenges do users face within this process?

In conducting an online survey , we found 80% of users had regularly used voice-interface services before (Siri, Alexa, ect.) when unable to use their hands or for the simple ease of use.

User Interview Results

  1. We found that users primarily use ride share services to get home from a night of drinking

  2. Users found frustration in having to navigate through extra features, especially while inebriated 

  3. Users have differentiating habits when it comes to VUI, some find it useful but some find it difficult to be understood

Competitor Analysis

Within our research scope we were unable to find a competitor who had a similar idea. There are very few apps specifically targeted to inebriated audiences outside of general services. User pain points included frustration with extra features and difficult navigation. We wanted our product to encompass these ideas and produce the easiest possible path for users to get home within our application alone.

User Insight Statement

Users who utilize ride service apps need a fast, effortless way to order a ride that doesn't require much time, physical interaction, or app navigation because they may be unable to do so successfully after imbibing or accessibility limitations.

Definition and Ideation

Storyboard

Value Proposition

Our goal is to create a simple application that helps users who are inebriated have an easy way to get home, by providing a single button they can press to automatically call them a car while eliminating extraneous navigation or mistakes with inputting an address.

Low Fidelity

Mobile Onboarding

Upon initial download, users are prompted to enable location services and input home location, along with offering a Travel Mode if the user needs a temporary change in location.

Gamification

Often users will order a car then leave their current location for last minute errands or “one last drink”, the addition of the game encourages the user to stay where they are after their location is sent to a driver.

UI Style

We wanted the button to be enticing and seem “fun” to use while keeping users focused on the app. We wanted the button to those found on arcade games.

High Fidelity

Conclusion

Future Iterations

Although this product was created with a specific audience in mind we recognized that this product has a lot of potential in future iterations, especially in terms of accessibility. The addition of the VUI feature allows for broader accessibility, and the simplicity of pressing “the button” could stretch beyond ride share services and may be used as a quick emergency alert for example.

Final Thoughts

Throughout this process, my team constantly asked ourselves “How are we different? How does our product stand out? Why would users want to use our product?”. Once we discovered our target users through research, we catered our product to their frustrations with ride share services. The addition of games was justified by our competitors, and strengthened the enticement of using this product.