Product Lunch
Lead and Product Designer
Designing the user experience for this in-seat application for Uber passengers, our focus is on creating an engaging and enjoyable experience that extends beyond the duration of the ride, making the journey one that the passenger doesn't want to end
Ola
Engaging experiences through interactive touchscreens
Team
Arturo Gómez, Lead and Product Designer Alejandro Diaz, UI Designer Mauricio Cabrera, Content Strategist
Mission
Transform Ola into an enjoyable and engaging experience for rideshare passengers by offering new features and functionalities while redesigning the interface to improve usability and overall user engagement.
Designing the user experience for this in-seat application for Uber passengers, our focus is on creating an engaging and enjoyable experience that extends beyond the duration of the ride, making the journey one that the passenger doesn't want to end.
Context
Digital in a physican and captivating space.
There was a version of the app that didn’t consider the device on which it was presented. The design principles were based on editporail design and not on an understanding of passenger needs.
In a 32 minute of average for each trip, Ola was retaining less than 5 minutes when the user decide to interact with the device. The goal was to increase this time of engagement so we can increase add viewability.
Hypothesis
Starting from studying users and discovering their needs, we work on four axes to ensure that financial terminals reach the next level.
Today, Ola is facing the following challenges:
- Lack of understanding of user behavior
- Unclear value of features within the app
- Poor implementation of brand visual design
- Lack of direction for product growth
User Undertanding
We validated 3 archetypes based on trends and internal knowledge and 12 concepts for our roadmap.
There are 3 archetypes that can fluctuate depending on the context.
In conjunction with the team, we conducted workshops for analysis and defined the final archetypes. Each with different attitudes, behaviors and needs towards entertainment experiences on the trip.
Value Proposal
We validated Ola’s value proposal through interviews
Our research on the archetypes and their expectations about Ola provided us with a set of benefits that we use to identify which concepts respond to the value proposition.
Concept Validation
We validated with users desirability for our initial concepts based on:
Engagement potential
We ask user how frequently they consider they would use each concept to evaluate engagement potential.
Holistic approach
In order to create an experience that is integrated with all user’s expectations, we understand which concepts covered the most aspects at the same time.
Value Proposition
Our research on the archetypes and their expectations about Ola provided us with a set of benefits that we use to identify which concepts respond to the value proposition.
Product Definition
As a result, we designed a comprehensive and engaging product offering
Finally, we defined a roadmap for the new Ola’s app. The next slides are examples for the roadmap of the Content Consumption pillar:
- Definition of each concept according to design hypotheses and success metrics.
- Product roadmap according to the product vision and service expectations.
- Project roadmap according to the capabilities of the team and scope of the project.
Architecture
An architecture with few layers, interconnected and scalable
Then we jumped to the fun part: Design. We created thousands of screens for visual design and user experience design
Ola
Say “OLA” to Commute Entertainment
Latam's leading advertainment platform, connecting brands with on-the-go consumers through interactive touchscreens in rideshare vehicles.
Never before has a trip been so much fun!
The content featured is curated and relevant to the context of the trip. It is nourished by aspects of geolocation understanding time and place. It covers the need to be distracted without requiring a mental load.
Discover the best places and events near you
Discovering places and events is one of the main interests of passengers. They expect a guide that will help them not only connect with the city in other ways, but provide security in a space that belongs to the driver.
Everything you need to know while you arrive at your destination
Being able to learn more and discover new places is the main point of interest about the stories, that they can give information about exhibitions, museums and places to visit.
Turn the downtime of the commute into time for you
There is an opening to create a personal profile in exchange for the personalization of the experience and the extension of use after the end of the trip.
Usability Testing
We tested a high-fidelity prototype in a real context
We laid the foundation to build Infosel’s new flagship product, modernizing its design language and interaction architecture for future products. We analyzed the findings based on interaction, content, architecture, and visual aspects. Also, the System Usability Scale (SUS) was implemented to create a reference for our next iterations.
Usability testing helped us to improve our concepts in final proposal that were delivered to dev.
We redesigned Ola’s product vision and set a roadmap for the future of the company through design. The app is alive and being used by Mexican passengers every day. Learn more in Ola’s webpage.
Thanks for reading.
If you want to learn more, I’ve got a bunch of links for you on the right. Explore them.
