CONTEXT

SWVL revolutionizes urban mobility with a user-friendly app, offering convenient, reliable, and affordable transportation alternatives. Book on demand, reserve seats, and access fixed routes for a seamless commute in air-conditioned, Wi-Fi-equipped vehicles, driven by dedicated professionals prioritizing safety and comfort.

Users encounter challenges in locating pertinent information on the booking details screen following the completion of a ride reservation.

🤔 PROBLEM STATEMENT

1. Boarding Pass Issues:

• Lack of awareness among new users regarding the boarding pass and its usage.

• Captains request boarding pass numbers during check-in, requiring user education on displaying it to captains when boarding.

2. Booking State Communication:

• Users overlook the current display of the state for upcoming bookings.

• Need for effective communication to users about:

  • Current booking state.

  • Subsequent steps and actions expected from the user.

3. Challenges with Maps & Stations:

• Users lack knowledge about stops along the bus route, causing confusion when the bus stops at a station.

• Difficulty in planning if users need to disembark without clear station visibility.

• Issues with Stations & Station discovery:

  • Confusion about station location due to absence of physical stations and imprecise naming.

  • Users uncertain about where to stand, leading to anxiety.

  • Need for confirmation mechanisms to assure users they are at the correct spot.

Research was conducted in three phases, namely: reviewing customer grievances, analyzing funnel data & engaging in discussions with customer focus groups

🕵️ RESEARCH

Due to the constraints of limited time and tight deadlines, we decided to restrict our modifications to the information architecture of the page

📐 PAGE ARCHITECTURE

Following numerous iterations and discussions with the technology team, we opted to proceed with the designs. that were practically feasible to execute within the desired timeframe

🧩 DESIGN SOLUTION

⏭️ STAGE WISE VIEW - POST BOOKING

1. Captain to be Assigned Soon
The previous user experience provided minimal and insufficient information about the ride.

2. Captain/Vehicle Assigned
The recently revamped experience prioritizes ride-level information and addresses additional issues.

3. Message Broadcast from Captain
The previous user experience provided minimal and insufficient information about the ride.

4. Vehicle Arrived at Station
The recently revamped experience prioritizes ride-level information and addresses additional issues.

🌐 ADDITIONAL SCREENS

📔 CHANGE SPECIFICATIONS

Old Experience
The previous user experience provided minimal and insufficient information about the ride.

Revised Experience
The recently revamped experience prioritizes ride-level information and addresses additional issues.

We conducted a series of in-person & remote tests with approximately 25 users from diverse cohorts

USER TESTING

Validation results for key aspects:

1. Finding & Navigating to Pickup Station:

   • Completion rate: 92%

2. Driver & Vehicle Information:

   • Users able to identify and respond: 96%

3. Boarding Pass:

   • Spotted without onboarding: 72%

   • Spotted with onboarding: 88%

4. Rescheduling a Trip:

   • Completion rate: 70%

   • Note: Rescheduling involved split options for time and location, surprising some users.

5. Cancellation/Baggage Policies Awareness:

   • Spotting cancellation & luggage policies: 90%

14%

🏆 RESULTS

4.8%

20%

Reduction in
Paid Cancellations

Reduction in
Churn After Booking

Reduction in
Support Tickets/ Captain Calls