T3 GO
A ride-hailing app
T3 GO
T3 GO is an intelligent mobility ecosystem created by Nanjing Lingxing Technology Co., Ltd.
In March 2019, the three parties forged a partnership with Suning, Tencent, Alibaba, and other enterprises to establish T3 mobility company sited in Jiangning, Nanjing. At present, the company expands its business to Nanjing, Wuhan, Chongqing, Hangzhou, Changchun and Guangzhou.
https://techcrunch.com/2019/03/26/t3-ride-hailing-china/
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Duration
7-weeks, 2019 Winter
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My Role - Product Design, Visual Design, Researcher
Mainly contributed to user research, wireframe, prototyping, and usability testing. Led the final presentation and communicate with stakeholds.
PROJECT OVERVIEW
We conducted research on users' opinions and behaviors related to the safety of ride-hailing and aimed to improve the user experience while ensuring users’ safety and increasing brand recognition of T3.
WHAT DOES SAFETY MEAN TO PEOPLE?
DISCOVERY - THE BIG PICTURE
• In 2018, the safety of ride-hailing services was pushed to the forefront and became a national issue. Quality riding service was favored by users due to its better service and regulatory standards.
• In 2018, the average monthly active user volume of mainstream platforms for quality ride-hailing service climbed from 4.046 million to 7.313 million, increasing over 80%.
• At the beginning of 2019, the supervision policies for ride-hailing services were implemented successively, and the number of active users dropped significantly. After the Spring Festival, the number of active users slowly increased, and as of May, it was about 7% higher than the February low.
COMPETITIVE ANALYSIS
SAFETY CONCERN
Didi incident brings up ride-sharing safety concerns to the public. Admittedly, safety is an inevitable factor in the ride-sharing industry. However, based on our research, we found passengers usually place convenience and cost as top priority when they choose ride-sharing services.
"When using Uber and Lyft, the danger is not an instant thing, it is a gradual process, the driver will keep looking at you, and the topics will become more and more personal."
Chan, 26 years old, during the interview
ZOOM IN TO PEOPLE'S LIFE
HIGHLIGHT- T3 SAFTY FEATURES
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Route departure alarm: automatically trigger the alarm, the system used by the customer service staff will automatically pop up the screen, and can choose whether to view the situation in the vehicle, identify and process the alarm
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Remote intervention: The security center can remotely control the vehicle in emergency situations, such as connecting the voice, honking the horn, turning on the double flash, prohibiting the next start, unlocking the doors, etc.
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One-key alarm: There are 4 physical buttons in the car. Press and hold for 3 seconds to trigger the alarm. After success, the alarm button will be on for 3 seconds. One-click access to the t3 travel safety emergency response center, and the system used by the customer service personnel will automatically pop up the screen. , and link the video and audio in the car to communicate with the people in the car in real time. Safety experts will judge the high-risk scene of the vehicle, and directly notify the police and the city security department if necessary.
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Full voice and video monitoring to prevent disputes in the car
WHAT DID USERS SAY AFTER USING T3
"Don't know about any safe function if the app don't present at beginning."
"I don't think I will remember to share my ride with friends or family, it might be better if I can set it to automatically share with someone"
I have specifically searched for the safety function in the car, but when I use T3 for the first time, I didn't notice the operating area at all, and I didn't know how to use the safety button on it.
INSIGHTS - KEY FINDINGS DURING INTERVIEW
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User will consider price over the safety and quality of servicing.
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The current safety features are not noticeable.
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There is a grey area between safe and danger that user may wonder, "Am I safe, Am I in danger?"
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Driver professionalism is indicator for safety.
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The surrounding environment significantly affects user's sense of safety.
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Receiving timely communication or feedback will increase the sense of safety.
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Safety is not a one time thing, is a processing that need build up.
In order to grow its user base, how might we help T3 to highlight its safety advantage while still prioritizing users’ needs and their experience?
OUR CHALLENGE
Using our insights from exploratory research, we defined the challenges from the prospective of product and users and determined the intersection as our design goal.
AFFINITY DIAGRAM
Brainstorm, Ideate, Organize and Prioritize
MEET OUR USERS
USER JOURNEY MAP
CURRENT FLOW
OUR SOLUTION
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Safety Feature Mock Mode: Give users a small introduction
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Safety Detection: Safe information during riding-hailing
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Safety Quiz for Coupon: A smart way to earn a coupon
Safety feature mock mode
• Mockup mode
• Share ride info in multiple ways
• Tagger switch when user feel unsafe
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Safety detection
• Give user ability to choose the way of riding
• Stay by users' side under certain circumstances.
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Safety quiz for coupon
• A smart way to let users earn coupons when waiting.
• As well as learning the T3 safety features
• Ability to close out and continue the quiz anytime.
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BRANDING
REFLECTION
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What did I learn from this project?
This is the project that has given me my toolset to communicate not only with other designers but get direct feedback from the client as well. As the presenter, the most challenging part for me is not the design itself, but also the need to control the whole process and decided when to move forward to the next level.
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By ideating solutions and designing prototypes, including failed ones, I learned how to separate my own perspective from the real needs of users.
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T3 Go as the new player in the ride-sharing market has great potential as they are applying all the trendy telematics technologies into the car-hailing industry and trying to change the market by conveying new concepts through their products, our designs.
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What can be done in the future?
After the redesign pitch, our client agreed that the redesign should not only solve current safety concerns but also lead the customers to step into the telematics world. By doing so, safety should not be a pain point anymore in the future.