A deep dive into the components of a taxi experience from both the driver and passenger's perspective, using Systems Thinking research models.

Problem

In the Systems Thinking course at VFS, I had the opportunity to tackle a complex problem in the cab industry. As a cab user myself, I had my preconceived notions based on my own experiences. I wrote a design brief to guide me. Happy Cabs Co., a medium sized taxi company operating in Vancouver wanted to reimagine the future of car interiors for their brand. Focusing on the user interaction and experience of traveling by a vehicle for hire, they asked that the design anticipates the needs of today’s drivers and passengers. 

Goals

Solution

A headrest tablet solution that allowed the passenger to choose their preferred route and pre-pay so that the driver is able to collect money efficiently, head to his next passenger quickly. This solved the anxieties of the driver (getting sufficient income for the day by picking up as many passengers as they can) and passenger (getting to their destination in the most efficient and cost-effective route possible). 

Results

The final output was presented to the instructor and class. It received the highest marks in the class. 

My Role

UX Design, Information Architecture, User Research, Systems Design and Thinking, School Project 

CREDITS: Karen Whistler

Process

User Research

In order to understand my users, I conducted a small ethno study so that I could contextually immerse myself in the problem. I interviewed 6 cab drivers in their cabs (from 3 different taxi companies) and 8 users who hire cabs regularly. What were their frustrations? Where were there gaps in the system?

Driver persona vs. Passenger persona

There were two distinct types of users: the driver and the passenger. The driver's goal is to earn a living as a cab driver and support his family. The passenger's goal is to be able to get from point A to point B in an efficient and cost-effective manner.  

Information Architecture

SYSTEM MAPING
By using a systems thinking approach and looking at the elements at play, I identified that the driver and the passenger’s main purposes in the current system were different from each other and their purposes had corresponding paradigms.

Grouped actions and themes; Systems map

Above is a visualization of the current system. The passenger and the driver have interconnections in common (found in the middle of the diagram). Although some interconnections like "legal" and "relationships" are relevant on a much larger scale, I placed them outside the map based on the current purposes and paradigms. 

At this point, I decided to focus on the driver's experience to decrease the scope. How could I shift their paradigm of faster turnover = more money to driving customers with quality service = fare + bigger tip. I went through the 6 Thinking Hats exercise to determine any risks in this project. 

MENTAL MODEL
By conducting an affinity diagramming exercise with the data points from my user interviews, I was able to identify the driver's tasks, group them into functions and user types, and define product opportunities.

I was able to identify 4 main archetypes within the system: the irresponsible driver, concerned driver, responsible driver, and cheap driver. I mapped each archetype from a spectrum of engagement perspective.

I decided to focus this project on 2 archetypes:

1. Primary: Thrifty Driver (Cheap Driver) - The majority of people fit into this category. The sheer number affects the overall cab industry with a social paradigm that causes people to think that cab drivers just want to make as much money as possible. This affects the business strategy greatly.
2. Secondary: Law Abiding Driver (Responsible Driver) -  Although fewer in number, in order to recommend the right solution to the Thrifty Driver, this user must be evaluated. This is the ideal outcome that I would want or the paradigm that I would like to introduce.

I set out to shift the user's paradigm to driving customers with quality service will results in more money (fare + good tip). When I was conducted interviews with passengers, they told me that they had the perception that drivers always take the longest route possible to increase fare.

Doing an in-depth view of the mental model, I identified the main area of opportunity for the driver: passenger drop off. The question became: how can we optimize the experience at this point of the user's journey?

Beatboard

LeNS Model

The beatboard helped me communicate the high level idea of the product vision. Then, I used the LeNS Model to show the opportunities found in the isolated interactions between the environment and the elements within it like the accounting of cash, payment transactions, and transparency of the fare meter. It became clear that the common thread of pattern is efficiency.

The product had to be fast, accessible, and completely optimized to meet the user's needs and daily goal of earning money for his money. The passenger’s freedom to choose their routes, type of payment, may seem like insignificant recommendations but they could catalyze the paradigm shift from cab drivers knowing all the routes in the city and that they take the longest route possible.

What I've learned during my research is that finding meaningful connections can strengthen any system and any design.

Recommendation

Combining all of the research, I came up with a solution that allowed the passenger to choose their own route so that they know they aren't being overcharged. The passenger's perception of the driver immediately increases positively from the transparency of the system. 

Passengers are able to pre-pay before they reach their destination. Their credit card is charged a flat rate dependent of the estimated distance, but will only charge the right amount when the transaction is over (like gas). The passenger is asked to input a tip amount that will be automatically added to the total fare. This also avoids long idle times when drivers are collecting payment and drivers are able to pick up another customer and the cycle repeats. Below is a mockup of the cab's interior.

Since this course focused on the systems thinking work, I primarily used visuals only to communicate the solution.