RideHERO
Notice for Mobile Visitors
RideHERO is an all-in-one ride solution app designed to optimize your travel experience. It allows users to plan trips seamlessly, compare car rental options and ride-share services in one place. By providing a comprehensive view of available options, RideHERO helps you make informed decisions that save both time and money. Whether you’re booking a quick ride or planning a longer trip,
RideHERO streamlines the entire process for convenience and cost-efficiency.
This case study is designed for an enhanced viewing experience and is only available on the web version of our site. Please visit us on a desktop browser to explore the full details. Thank you! RideHERO streamlines the entire process for convenience and cost-efficiency.
Prototype
Client:
Self Project
Role:
UX Designer
Date:
Spring 2024
Duration:
4 months
Context
Context
Problem
Process
Solution
Takeaway
In today's fast-paced world, travelers seek efficient
and cost-effective transportation solutions that fit
seamlessly into their busy lives.
In today's fast-paced world, travelers seek efficient
and cost-effective transportation solutions that fit
seamlessly into their busy lives.
In 2021, the global ride-share market was worth nearly $86 billion
and is projected to reach $185.1 billion by 2026
MarketsandMarkets™
In 2021, the global ride-share market was worth nearly $86 billion and is projected to reach $185.1 billion by 2026
MarketsandMarkets™
The car rental industry is expected to accommodate 602.2 million users by 2026, the global car rental market size is expected to be worth $144.21 billion in 2027 and global car rental market
earns $40.65 billion in revenue each year
Zippia.com
The car rental industry is expected to accommodate
602.2 million users by 2026, the global car rental market size is expected to be worth $144.21 billion in 2027
and global car rental market earns $40.65 billion
in revenue each year
Zippia.com
Problem
Context
Problem
Process
Solution
Takeaway
Users toggle between multiple apps and platforms to book car rentals or ride-shares that match
their needs and to make informed decisions
for their journeys
Users toggle between multiple apps and platforms to book car rentals or ride-shares that match their needs and to make informed decisions for their journeys
Target users for this project have the following traits
Target users for this project have the following traits
Driving proficiency or accompanied by a driver
Own a smartphone for digital access
Use Ride-share, Cab, or Taxi to travel
Prefer traveling by road
Avoid public transport
Enjoy exploring new destinations
Enthusiastic about road trips
Seek out the best deals and lowest prices
Identifying users who met this criteria was somewhat challenging. While smartphone ownership and road travel enthusiasm are common, combining all traits—especially avoiding public transport and relying on ride-shares or drivers—narrowed the pool significantly. However, focused targeting helped locate niche groups that fit most characteristics.
Identifying tools
Waymo, Lyft, Uber
– for ride-sharing and transportation
TripAdvisor,
Booking.com,
Priceline
– for travel planning and accommodation
GPS tracker
– for navigation
and safety
Costco, Avis
– for securing travel deals and car rentals
Google Search, Google Calendar
– for information
and scheduling
These insights helped highlight the diverse digital tools that assist travelers in managing various aspects of their journey.
These insights helped highlight the diverse digital tools that assist travelers in managing various aspects of their journey.
These insights helped highlight the diverse digital tools that assist travelers in managing various aspects of their journey.
Process
Context
Problem
Process
Solution
Takeaway
Competitive Analysis
I analyzed the three most relevant platforms providing solutions that currently help target users accomplish similar goals.
Effortlessly compare and book car rentals or ride-shares on one platform
to secure the best and most affordable transportation for their journey
Job To be Done (JTBD)
Effortlessly compare and book car rentals or ride-shares on one platform
to secure the best and most affordable transportation for their journey
Job To be Done (JTBD)
Performed User Survey to gather insights into user preferences and needs within the transportation industryand needs within the transportation industry
69.2% of respondents primarily manage their trip planning process by manually surfing various platforms such as apps, websites, and maps.
The results indicate that users manually switch between different apps and websites
69.2%
7.7%
23.1%
Through a google search
Manually using various platforms (e.g., apps, websites, maps)
By contacting travel agencies or companies directly
Through a dedicated trip planning app
Needs live tracking and responsive customer assistance are highly valued.
Users seek features allowing quick estimation of costs for selected ride options.
Driver ratings for ride-share and in case of rental the car ratings are crucial.
Users show reluctance to switch between different apps and websites for ride-sharing and car rental services
The desire for a comprehensive solution that meets multiple needs.
Needs live tracking and responsive customer assistance are highly valued.
Users seek features allowing quick estimation of costs for selected ride options.
Driver ratings for ride-share and in case of rental the car ratings are crucial.
Users show reluctance to switch between different apps and websites for
ride-sharing and car rental servicesThe desire for a comprehensive solution that meets multiple needs.
Desired App Features
Tracking & Support
Tracking & Support
Cost Estimate
Cost Estimate
Ratings and Reviews
Ratings and Reviews
Reluctance to Switch Platforms
Reluctance to Switch Platforms
One-Stop Solution
Analyzed the interviews and categorized the valuable insights. A key finding from the interviews and surveys revealed that 69% of users “surf multiple platforms” but are dissatisfied with the experience. They find trip planning tedious and often delegate it to someone else, as the process of switching between apps is frustrating and time-consuming, often leading to cancellations.
I initiated primary research to hear firsthand from my target audience’s experiences, ensuring that the final product is tailored to their needs. Interviewed 5 target users from various demographics, and asked them the questions below:
Decision-Making Factors
Ratings and Reviews
Cost Estimate
Tracking & Support
Cost Priority
Convenience
Preferred Vehicle Selection
The cost plays a pivotal role in decision-making.
User-Friendliness: The ease of accessing and utilizing services is crucial.
Selecting the right type of vehicle is an important consideration.
To derive the solution, I decided to build a basic prototype focusing on three core themes. First, Compare and Book, which lets users easily compare ride-share or car rental options and make bookings in one place. Second, Lowest Price, ensures users always find the most affordable option by comparing multiple platforms. Lastly, Planning a Trip helps users organize their itinerary, including transportation, accommodations, and points of interest, streamlining the entire travel process. These provide a seamless, cost-effective, and efficient solution for travelers. RideHERO app offers a centralized platform that simplifies transportation planning by comparing car rentals and ride-shares, ensuring users find the best options for their trips.
To derive the solution, I decided to build a basic prototype focusing on three core themes. First, Compare and Book, which lets users easily compare ride-share or car rental options and make bookings in one place. Second, Lowest Price, ensures users always find the most affordable option by comparing multiple platforms. Lastly, Planning a Trip helps users organize their itinerary, including transportation, accommodations, and points of interest, streamlining the entire travel process. These provide a seamless, cost-effective, and efficient solution for travelers. RideHERO app offers a centralized platform that simplifies transportation planning by comparing car rentals and ride-shares, ensuring users find the best options for their trips.
User Interviews and App Ideas testing
Context
Problem
Process
Solution
Takeaway
I tried out my prototype with 6 people and got a lot of feedback. The 3 themes Ride/Rental Booking, Best Price, and Trip Planning had a ton of small details. I knew just re-creating what’s already out there wouldn’t be good enough. I realized it’s important to dig deeper and focus on the little things. I made notes during prototype testing to make a design that would serve well to the users.
I tried out my prototype with 6 people and got a lot of feedback. The 3 themes Ride/Rental Booking, Best Price, and Trip Planning had a ton of small details. I knew just re-creating what’s already out there wouldn’t be good enough. I realized it’s important to dig deeper and focus on the little things. I made notes during prototype testing to make a design that would serve well to the users.
Solution
Prototype Testing (round 2)
I implemented the changes from the last testing and proceeded with another round of prototype testing to ensure improved functionality and user confidence. This phase involved interviews with six participants, including four from our previous recruitment
and two new participants.
I implemented the changes from the last testing and proceeded with another round of prototype testing to ensure improved functionality and user confidence. This phase involved interviews with six participants, including four from our previous recruitment and two new participants.
1
The half screen space feels cramped, and the text is difficult to read
Adjust the spacing between elements to improve visual clarity.Consider using a clearer font that is easier to read.
3
To enhance the app's intuitiveness, I opted to redesign several more screens with a focus on ensuring a mobile-friendly user interface
I updated the car rental listing page to display all available cars in a mobile friendly manner.
Created ride-share booking screens to show the nearby rides from all available brands in that location.
2
Clearer Selection Option
Add clear selection buttons to go to Ride-share and Car Rental Options.
Revamped the compare screen layout, featuring clearer and larger text for improved readability. The layout was adjusted to reduce clutter and ensure mobile-friendly usability.
Added clearer button selection options for both ride-share and car-rental choices.
CHANGED
Solution
Trip Cost Comparison
Compare the costs of car rentals versus ride-shares for a specific trip, helping you choose the most economical option.
Comprehensive Car Rental Comparisons
Effortlessly compare and book various car rental services in one app based on price, vehicle type, rental duration, and estimated arrival time.
Access and compare all nearby ride-share options and brands in one convenient app, with real-time data on pricing and availability.
Unified Ride-Share Selection
The final designs include Compare and Book for ride-share and rentals, Lowest Price for easy deal comparison, and an organized Trip Planner for streamlined itineraries. Simple, intuitive, and user-focused.
Takeaway
Takeaway
Context
Problem
Process
Solution
Takeaway
In the future, I plan to significantly expand the RideHERO app, with a broad scope to incorporate a range of new features centered on Ride/Rental Booking, Lowest Price Prediction, and Trip Planning. These additions are driven by feedback gathered from our first round of user interviews and testing, where we identified specific user needs and gaps in the current market.
One of the key features is the ability for users to create their own AI Travel Buddy, allowing them to personalize the AI’s appearance, traits, and communication style for tailored trip planning assistance. This feature responds directly to users’ desire for a more interactive and customized travel experience.
Additionally, the Price Prediction for Booking feature allows users to track hourly and weekly price trends for ride-shares and car rentals, empowering them to make cost-efficient decisions. During testing, users expressed the need for better price visibility, and this feature addresses that by helping users plan their trips around the most favorable pricing. These steps aren’t just ideas—they are a response to unmet user needs revealed during testing.
