COMFORTDELGRO ZIG (PART 1/2 RESEARCH)
BACKGROUND
With plans to restructure and consolidate all of its business units, ComfortDelGro plans to unify its digital touchpoints of their Taxi, Bus, Car Rental and Engineering business.
Using their main app as a base, we plan to transform CDG Taxi from a taxi booking app into a unified platform that houses all of its services, named CDG Zig.
In preparation, we set out to do our due diligence; Taking in requirements and feedback from users and stakeholders; Ideate and prioritise feature sets to build; Competitive analysis to explore industry's best practices; User testing to validate ideas and design.
WHY WE NEEDED A SHOPFRONT
The existing app already features a few new services, namely EV Charging and Eat & Drink. However, the homepage is still feels taxi booking-centric as it shows a map view to users when they open it. The additional services on the hotbar seemed like an afterthought.
There is general consensus that the homepage would need a revamp, into a super app design of sorts, which we call the "Shopfront". Having a "shopfront" will then help with the issue of low visibility/awareness of our other services, have better information architecture, as well as creating a better infrastructure to house more services in the future.
STAKEHOLDER INTERVIEW & FOCUS GROUP DISCUSSION
While we know the general plan of unifying our digital services, we also want to know more from our stakeholders regarding their vision for it and the ideal end goal for CDG Zig. A stakeholder interview was conducted to uncover and iron out these details.
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At the same time, a focused group discussion was held internally to gather ideas and feedback on how to take CDG Zig going forward.​
SYNTHESIS & IDEATION
We began listing down the pain points, requirements and feedback gathered with regards to CDG Zig. These pointers were then grouped via affinity mapping and became our north star when it comes to our approach. Next we started ideating on how to best create our design.
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Here are the key points/trends we uncovered:
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User Experience is key - A clean UI and easy to understand app removes friction and leaves a lasting positive impression on the user
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Visibility of services - Users want to access services quickly and easily from the homepage
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App loyalty to retain userbase - Rewarding user with points, promo codes and subscriptions to help user save and ride more
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Other platform services - Variety of services that value adds to the experience of the app (Search, Payment, Messaging etc.)
PRIORITISATION MATRIX
The ideas generated were grouped via a prioritisation matrix, based on impact for users and the developmental effort required to build them. From the chart, we want to focus on the top left and top right quadrant as it provides the most value. For the higher effort ideas we will roll them out in phases.
COMPETITIVE ANALYSIS
Before creating our shopfront design, we did up a competitive analysis looking at our closest ride hailing competitors to see how they would approach their "super app". We took them into account and weigh the pro and cons for each design decisions before arriving at our own version.
PROTOTYPE & TEST
The prototype we created was then tested against existing users of our app. In this session, we conducted user interview and user testing. The sessions were recorded and every insight gathered was noted down.
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The goal of this exercise is to validate our ideas, uncover usability issues and ensure pain points of our current app is addressed.
TARGET AUDIENCE
The main target audience for users of CDG Zig are young adults and families with children. Therefore, we wanted a distribution of ages for our interviewees to ensure the app is usable for all.
While 5 users are enough to uncover up to 85% of usability issues, we opted for more than 10 as we were also conducting user interviews and want more qualitative data to work with. It is also better to speak with more users as our target audience are varied.
RESULTS
In general, there were no critical usability issues and users finds the design simple and straightforward. Completion rates of the tests we ran were at around 95% and error rates at 15%. It should also be noted that majority of users recovered from the error and there were no critical design flaws.
However, we realised that the strong branding of ComfortDelGro has its drawbacks as users did not expect us to have a variety of services apart from taxi booking. Given that these features are new to them, we will have to onboard users, explore how we can market the services, as well as incentivising their usage.
A common theme among all our users is that they are promo driven and price sensitive. Price and availability of promos are key factors in influencing whether users use our services or not. This is something we need to take note when designing, to give emphasis with regards to the pricing and to also ensure the "apply promo" feature is prominent.
Following on from being price sensitive, users expectation for a mobility-centric app is that it must be fit for purpose – reliability of the app and clarity in its design helps a long way in providing a pleasant experience for users.
NEXT STEPS
With the results, we then work to make changes based on the feedback. At the same time, we were also working to create a universal Design System for CDG Zig to ensure all our integrated services within the app look and feel seamless. Both of these will be covered in the next part.