Project 2- Establishing Requirements
Task analysis and User Observation
In this section, we will be testing 3 different E-hailing & Navigation services for our task analysis which are Grab, Maxim and Waze, from 3 different users and observing their actions. These applications provide a similar experience and solutions to what our app may propose, which is "Jom Pergi! (JOGI)" - a public transport-integrated e-hailing app. Our three target users are University students on a tight budget, Travellers unfamiliar with local transportation systems, and Residents unfit to drive which in this case is colour blind. When the three of our target users use the applications and execute our tasks, using the thinking-out-loud technique we can obtain insights into what to set for our design requirements. Our tasks include:
- Book an E-hailing service
- Check traffic situation
- Cashless payment options
Task 1 : Book an E-hailing service
User 1 : University Student
https://youtu.be/ujmfR-JS_OI
User 2 : Traveller
https://youtu.be/zuvjVLyBzos
User 3 : Resident unfit to drive
https://youtube.com/shorts/FfngjuPKxiY
Hierarchical Task Analysis Task 1
User 1 : University Student
0. Book an E-hailing service
1. Select on ‘car’ icon
2. Select destination
2.1 Go to ‘map’
2.2 Pin location manually on map
3. Select pick-up
3.1 Pin location manually on map
3.2 If unable to accurately pin, select nearest pickup point.
4. Book
User 2 : Traveller
0. Book an E-hailing service
1. Select on ‘car’ icon
2. Select destination
2.1 Type the location name
2.2 Select the drop off point
3. Select pick-up
3.1 Pin location manually on map
3.2 If unable to accurately pin, select nearest pickup point.
4. Book
User 3 : Residents unfit to drive
0. Book an E-hailing service
1. Select on ‘car’ icon
2. Select destination
2.1 Type the location name
2.2 Select the drop off point
3. Select pick-up
3.1 Choose the preferred type of car
4. Book
Findings
The three users which are University Students, Traveller, and Residents unfit to drive have similar Hierarchical Task Analysis. The goal is to achieve the task of booking an E-hailing service nearby. The identical tasks are 1. Select 'car' icon, 2. Select destination, 3. Select pickup and 4. Book. The subtasks are different according to how familiar they are with the application. The tasks and subtasks in choosing the drop off points are simple and easy to use. The problems they faced while carrying out the task were that the pickup points are not very accurate to their location. The application only has certain pickup points which causes slight frustration to the user. Another problem was that there is no immediately obvious choice to change the language for foreign travellers. There is also no indication of traffic conditions and estimated time of arrival (ETA).
Discussion
For User 1, a university student, the HTA is simple with no hiccups since he is relatively tech-savvy. The user has 4 main tasks and 4 subtasks. A university student does not need to travel very far, thus his destination is very close to his university. However, within the University he cannot pinpoint the pickup location to his specific hostel and has to walk to the nearest pickup point.
User 2 mentioned that the interface is not very welcoming for foreign users as the language is in English, which not everyone understands. However, the presence of graphical illustrations have allowed the user to navigate to the ride 'car' icon. The user have also encountered an issue where he could not set the pick up location to be his current location, and is only allowed to choose a nearby location instead.
User 3 is a resident who is not fit to drive a car so e-hailing service is an essential application that he would use when he wants to go anywhere. He shows that he is very familiar with the grab system and knows what to do to book the service. Even though he has red-green colour blindness, the application with green colour does not affect him to see the 'car' icon with a medium size icon at the left upper corner. He knows where he wants to go and the preferred type of service he needs such as grabtaxi, 6-seater, and likewise.
The booking function will integrate a choice of modes of transport such as public transport, car, motorcycle, or a combination of those. The maps of the application will be embedded with Google Maps or Waze in order to provide accurate location pinpointing by pinning custom locations through a pin icon moved by the user. The icons in the application will use colours with higher contrast to cater to colour-blind users who have difficulties recognizing certain colours. A one-time tutorial which can be rewatched later will also be added to improve user usability of the application for first-time and less experienced users.
Task 2 : Check Traffic Situation
User 1 : University Student
https://youtu.be/tFbb2fkFu_I
User 2 : Traveller
https://youtu.be/z-sbQL__Hrs
User 3 : Resident unfit to drive
https://youtu.be/yDb-lE2ina4
User 1 : University Student
0. Check traffic situation
1. Select destination
1.1 Type in destination
1.2 Select desired destination
2. View route
2.1 Choose road situations to avoid
2.2 Check ETA
3. Check and compare traffic condition
User 2 : Traveller
0. Check traffic situation
1. Select destination
2. View route
2.1 Enter destination in a separate navigation app
2.2 Check ETA
3. Check and compare traffic condition
User 3 : Resident unfit to drive0. Check traffic situation
1. Select destination
1.1 Type the location
1.2 Choose location
2. View route
2.1 Check ETA
3. Check and compare traffic condition
Findings
All three users again have similar Hierarchical Task Analysis due to it being intended as a route-checking function. The goal is to achieve the task of checking the routes (via different modes of transport or a combination of such) prior to actually booking the E-hailing service. Grab only gives the estimated time of arrival after an order is accepted, having this function prior to booking can provide the user the freedom of choosing modes of transport, cost, and time according to their preferences and available resources. The identical tasks are 1. Select destination 2. View route 3. Check and compare traffic condition. The subtasks are similar but vary with how familiar the user is with the app. The proposed app should have this function built in along with task 1. A problem faced is the multiple subchoices available, which is good for a navigation app but overkill for a built-in function solely for the purpose of checking traffic conditions. The function only needs to provide feedback on traffic conditions so that users can choose other modes of transport (car/public transport/motorcycle) based on real-time traffic conditions when booking.
Discussion
For task 2, User 1 faces little challenges in using the navigation function. User 1 has 3 main tasks and 4 subtasks. The navigation function has to have the following: a search engine to show the names of their desired locations from the database, the option of choosing the said location and showing it on a map, the option of filters, highlighting high-traffic roads with different colours, and an algorithm to calculate the optimum route to navigate.
User 2 mentioned that there was no indication at all on how long the ride will take. There was no indication of a traffic jam in the app despite Waze clearly indicating a traffic jam en route.
User 3 mentioned that the 'Grab' does not show the current traffic situation when they haven't booked a grab. Therefore, he would check the traffic situation on the other site which is a navigation application 'Waze' to see the current traffic situation and decide whether he wants to use the application. He also mentioned that he would use the navigation application to see the shortest route and would tell the driver to follow to shorten the time taken of arrival.
Inside the integrated navigation function, the application will have a search engine to show the names of their desired locations from the database. It will also have the option of choosing the said location and showing it on a map to be visible when selecting the user's destination and pickup points. Another feature will be the option of filters, highlighting high-traffic roads with different colours, and an algorithm to calculate the optimum route to navigate. The implementation of this feature can be a collaboration with GPS and Waze to follow up on the current traffic situation and show the user their estimated time of arrival (ETA).
Task 3 : Cashless payment options
User 1 : University Student
https://youtube.com/shorts/aGRSyeWOr1U?feature=share
User 2 : Traveller
https://youtube.com/shorts/LmkmQC1Qcnc?feature=share
User 3 : Resident unfit to drive
https://youtu.be/WksNlq_Rzxw
User 1 : University Student
0. Cashless payment options
1. Navigate user interface
1.1 go to 'account'
1.2 go to 'payment methods'
2. Choose payment method
2.1 select GrabPay Wallet/Bank account/Cards/GXBank/PayPal/Alipay/AlipayHK/Kakao Pay
3. Enter payment/account details to enable cashless payment
User 2 : Traveller
0. Cashless payment options
1. Navigate user interface
1.1 go to 'account'
1.2 go to 'payment methods'
2. Choose payment method
2.1 unable to find 'wechat pay' under payment methods
2.2 selected cash payment
3. Enter payment/account details to enable cashless payment
User 3 : Resident unfit to drive
0. Cashless payment options
1. Navigate user interface
1.1 go to 'account'
1.2 go to 'payment methods'
2. Choose payment method
2.1 Select cards
3. Enter payment/account details to enable cashless payment
3.1 Link to visa card
Findings
For the cashless payment option, all three users have a similar Hierarchical Task Analysis, but their subtasks vary significantly and are the most varied among the three tasks discussed. The goal is to achieve the task of topping up/linking their cashless payment option. The identical tasks are 1. Navigate user interface, 2. Choose payment method, 3. Enter payment/account details to enable cashless payment. The subtasks vary according to their payment methods. They may choose to link to GXBank (digital bank by Grab), pay by bank online transfer, or link to a Visa card. The plethora of options is good for variation. The proposed app would integrate these options, along with other options such as WeChat pay and Touch N Go e-wallet. The main problem in carrying out the task was that the function is hidden behind many menu pages which does provide a spark trigger. Having the function accessible with 1 click would be better in motivating users to use the function.
Discussion
User 1 has little problems using the top-up function for cashless payment. He has 3 main tasks and 3 subtasks. One problem faced is that the top-up function is placed behind a few menu pages. So the function is less accessible for new users, it could be improved by placing a shortcut at the main menu rather than food advertisements and ordering functions.
User 2 mentioned that the app does offer various payment methods, which include the common cash and card. However, he was unable to find his specific e-wallet within the provided options.
From User 3, we could see that User 3 has already set his payment by using the visa card. He does mention that the visa card is effective for him to use to pay the fees automatically. It effectively shortens his time and makes him way faster to get out of the car and continue his things without needing to open his wallet to find cash and wait for the driver to return the change money. He also mentioned some payment methods like a bank account, GX bank, GrabPay wallet and likewise.
To increase user utilization of the feature, the function will be made accessible with 1 click to better motivate users to use the function. This will be done by effectively organising the icons of each function and placing the payment option in the main menu of the application which can be clearly seen. The proposed app would integrate the options of GXBank, bank online transfer, Visa card linking, and other options such as WeChat pay and Touch N Go e-wallet to cater to Southeast Asian countries.
Design requirements
For our application - Jom Pergi! (JOGI), the aim is to make a simple and effective design for three main users, University Students, Travellers, and Residents unfit to drive. From the interviews with the three users, we take their feedback and incorporate them into the design process of our own application. Since the application is for better e-hailing services, behavioral models will be considered in providing users with an easy-to-navigate application.
To book an e-haling service, we will create a feature similar to what Grab and Maxim have along with some improvements. The first feature is a 'transport vehicle' icon that takes the user to a menu that lets them choose their destination point and pickup point, this will be done in collaboration with Google Maps or Waze to provide very accurate location pinpointing. We will also include push notifications that notify them when a driver accepts their booking, when to switch transports (if they choose multiple modes of transport), and when they have arrived at their destination. If they switch apps during their journey while waiting to arrive at their destination, just clicking on the push notification will bring them back to the app and give them instructions for their next action.
The application will also have the ability to estimate fare costs and ETAs to see if their selected route is cheap enough or fast enough. Since different users have different resources available, for example, a University Student may have less money but more time whereas a traveller might need to arrive faster to maximize their vacation time. Thus, by collaborating with navigation apps such as Waze and public transport data, the application will provide an ETA and estimated fare costs to the user. The user will be able to choose from multiple modes of transport and even do a combination to obtain a route that fits their budget and expected arrival time using real-time traffic condition data and public transport data.
In addition, our application will do something similar to most paid services apps which is the cashless payment option. This feature saves time, prevents drivers from suddenly marking up prices by themselves, and prevents users from not paying their fares. The feature will be presented on the home page of the application as a 'wallet' or 'cash' icon where upon clicking, will redirect the user to choose their payment options which include GXBank, bank online transfer, Visa card linking, and other options such as WeChat pay and Touch N Go e-wallet. The plethora of options ensures at least one of the provided cashless payment options is relevant to the user. Once linked, the user will be able to see which payment option they have linked their account to.
User Analysis
Persona 1: University Student
Jacky is a 22 year-old university student studying inside UTM and has a keen sight on details. He is a typical university student whose hometown is not in the state of Johor and thus has transportation limitations here in the university. Coming from a B40 family, even with the assistance of PTPTN he has a limited monthly allowance and faces a challenge in keeping a tight budget. Hence, he wishes to have a cheaper mode of transportation for his daily use such as going out for lunch and dinner or for grocery shopping. His hobby is playing badminton so there's another need for transportation. As an undergraduate student, he has relatively much time on his hands and is willing to sacrifice some time for the sake of cheaper fares. He always compares the fares from different e-hailing service providers to have the cheapest offer even if it means a longer waiting time.
Empathy map 1
https://projects.invisionapp.com/freehand/document/Y14mDh4zo
Task 1: Comparing real-time traffic situation
It’s a Friday night and Jacky wants to go out for a coursemate gathering with his friends. Being detail-oriented he started planning his trip early and had much time on his hands. To find the best fare he has to compare prices from many e-hailing apps which is beginning to become a hassle. The apps also don’t show him his estimated time of arrival which he frowns upon since he can’t have a good estimate of his arrival time. He also has to switch to navigation apps to check for traffic conditions to know whether the roads are blocked or not.
Amidst this, he remembered while scrolling through the web one day he saw an advertisement on a brand new e-hailing app called JOGI. The app advertised itself as an all-inclusive app containing fare and ETA comparisons and real-time traffic feedback. Thus, he quickly downloads the app and after a short registration and verification process, he starts booking a service. He first selects the destination and pickup points and is pleased to see that the app provides fares and ETA estimations which change depending on the transportation type selected. At the same time, he notices one of the routes suggested is marked red, with a car collision icon on it. He infers that there has been a car accident on that route and proceeds to choose another route. After having the best route and an acceptable fare cost, he clicks on the ‘book’ button and the app quickly assigns a driver for him since he selected a car as his transportation option. The app shows the location of his driver and his current location, along with the expected pickup time. He is very satisfied with the app and waits while scrolling through his social media. When the driver is nearby, the app also gives him a pop-up notification as a reminder. He then gets in the car and is brought to his destination safely.
Persona 2: Traveller
Mr. Chiew is an overseas traveller from Hong Kong in his fifties who is visiting his nephew in Malaysia. He is a senior construction worker in his home country. His hobby is eating fried foods. As his monthly income is not huge, he would like to spend the least money as possible while still having a comfortable everyday life. He wishes to retire as soon as he saves enough in his retirement fund to guarantee a stable lifestyle. However, as he gradually entered his golden years, he realized that he was afflicted with many common old age issues such as high blood pressure and high cholesterol levels, which had begun to impede his day-to-day life.
Empathy map 2
https://projects.invisionapp.com/freehand/document/XS4j1lxoR
Task 2: Booking an e-haling service
After completing his trip to visit his nephew in Johor, Mr Chiew has a flight to catch at the local airport, Senai International Airport to Guangzhou. Noting that he still has 3 hours before his flight departs, he contemplates whether to grab a quick bite at the local food court, as food prices at the airport are often sky-high. He remembered that when he arrived, it only took 30 mins to reach his current location. Therefore thinking that he had just enough time, he decided to follow his idea to grab something to eat nearby. As the nephew's parents are currently busy and said nephew does not have a driving license yet, Mr chiew has to employ the local e-hailing services. He asks the nephew how to call an e-hailing taxi over here in Malaysia, and his nephew replies with the e-hailing app JOGI, and proceeds to help him download the app on the Google play store.
Upon downloading the app, he is brought to the setup screen, where he is required to choose his default language, Mandarin, then to sign up with his Google account and perform a two-step verification process. Firstly enter his phone number to receive a one-time password, then a simple face verification using his phone’s selfie camera. He is then required to agree to the terms of using the app, including its privacy policy and data collection feature. He is then greeted with a simple user interface where an AI chatbot gives a quick tutorial on the key features on the main page. Following the AI instructions with his nephew beside him to speed up the process, he was easily able to locate the e-hailing icon and proceeded to press it. He is then greeted with a new interface, requesting him to input his destination. The app then shows a few popular drop-off points at his chosen destination, with an extra function to pinpoint the exact location on the map in the case where his preferred drop-off point was not located in the list. After confirming the drop-off point, the same procedure is repeated for his pick-up point, where his nephew helps him to enter the house address and confirms the pickup point. Mr. Chiew is then greeted with a map indicating his pick-up and drop-off location. On the same page is a menu he can scroll down to see the transport options he has to get there. In this case, he is provided with a choice of a 5-minute standard taxi ride with a price estimate of RM5-10, or a combined 20 minutes of walking plus bus ride with a price estimate of RM1.5. He can tap either option to see the highlighted route on the map. Since Mr. Chiew has a flight to catch, he chooses the quicker 5-minute taxi option. He is then given a choice of vehicle, being car, MPV, minivan, or motorbike, with different prices for each, the cheapest being the motorbike at RM4. However, since Mr. Chiew had luggage with him, he decided to take a basic sedan car instead at RM5. He is then prompted to choose his payment method, between cash, card, and various e-wallets. As he scrolls down, he sees his e-wallet option as part of Alipay’s collaboration with JOGI. Thinking that he could reduce future hassle by using the e-wallet, he is then redirected to his e-wallet to perform a payment link between Jogi and his e-wallet.
After completing the link, he is then returned to the booking page with a map indicating his travel route in a blue line, mode of transport, cost, and estimated travel time, with a big green Confirm Booking sign at the bottom. At this moment, his nephew realizes that his uncle is not headed towards the airport but instead a food court. Mr Chiew tells his nephew that he plans to grab a bite as Malaysia is famous for its fried foods and a food court is way cheaper than the airport. His nephew then tells him that he might not get to the airport in time as it is 5pm and rush hour has begun. Surprised, Mr. Chiew asks his nephew how long would it take for him to get to the airport now, and his nephew proceeds by taking his phone and entering the destination as Senai Airport. Following the steps of choosing transport options as before, this time he is greeted with a red line showing his travel route from the house to the airport, with an estimated travel time of 1hr 05min. Shocked, he decided to ditch his plans of eating nearby and presses the confirm booking button, eager to not miss his fight. The app then shows the location of his driver relative to his current location, along with the expected pickup time, and the estimated arrival time. He then says his goodbyes while waiting for the cab to arrive. After that, it was smooth sailing from here and he did not have to touch the app a single time and the cost was automatically deducted from his e-wallet.
Persona 3: Person unfit to drive (colourblind)
Mr Loh is a university student at UTP who is also a red-green color blind since birth. He usually wears color-blind glasses daily. Although he is aided with color-blind glasses, he is still not eligible to drive a vehicle due to him not being able to differentiate the colors. He mentioned that he is a homeboy who does not usually go outside from his home. Therefore, he is only often using the e-hailing service if his family or friends call him out. He also said that he feels like he is not much different from normal people and that he just can’t see some colors. Therefore, whenever he needs to go out shopping or meeting his friends, he does not have transportation and needs to rely more on public transport or e-hailing services to reach his desired destinations.
Empathy map 3
https://projects.invisionapp.com/freehand/document/oouF2uVUD
Task 3: Using the cashless payment option
On a random afternoon, Mr Loh was hungry after studying for 4 hours in his dorm and he suddenly had the urge to eat Wanton mee because he always missed Wanton mee in his hometown, Seremban. He also intended to buy some groceries as he does not have any food anymore in his dorm. Therefore, he decided to go to a nearby shopping lot with a food court nearby so he could shop after he ate his lunch. After making up his mind, he is now trying to figure out how to reach his desired destination. He first had an idea of using UTP’s public transport, since UTP has provided some shuttle buses that give very convenient transportation to the university students. However, he then realized that the shuttle bus schedule is currently on a break, and he’s very hungry right now. This is where he decided to use an E-hailing service.
He then remembered that he scrolled through social media and discovered the brand new E-hailing app named JOGI. He decided that he should give this app a try instead of using a commonly used E-hailing app. After downloading the app, he is being directed to the setup screen where he is required to sign up or login. Being a first time user, Mr Loh decided to sign up for the app. He sets up his profile, email and phone number. After setting up. When he reached the interface where he could book a ride, he first noticed a section where he could check the public transportation provided by the government. However, the public transportation does not cover up places in UTP. Therefore, he then proceeded to book a ride section. He then chooses his pickup location and the destination. After that, he is shown with the ETA from the pickup point and the destination along with the fare costs. He also realized that he can choose other routes which provide different fare costs and ETA where he realizes some routes are marked red which indicates that the route is in traffic jam condition. He then proceeded to choose the shortest ETA as he is very hungry now. After that, he is now directed to the payment method, he prefers cashless payment method therefore, he chooses to pay via debit card. He then proceeded with filling the details of his card and along with the OTP number. After his payment method was settled down, he clicked on the book button. The app quickly assigned him with the nearest driver with its current location and ETA of the driver to the pick up point. He is also alerted with notification when the driver arrives. He is very satisfied with the app as the app provides various choices that he can approach to the destination with the shortest time.
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