Integrating a user-centered taxi service

Booking.com

TimelinePlatformMy role
Sep 2018 – Dec 2018iOS and AndroidProduct Designer

Overview

Booking.com wanted to make travel easier by adding an on-demand taxi service to their app. The idea was to let users book taxis without switching between different apps, which was a hassle and caused people to use the app less. They also needed to address safety and reliability concerns that made users wary of third-party taxi services. Plus, Booking.com needed to offer a complete travel solution that included a trustworthy taxi service to stay competitive.

Challenges

  • Integrate an on-demand taxi service within the Booking.com app.
  • Avoid the need for multiple app switches.
  • Increase user engagement by making taxi booking more convenient.
  • Ensure the safety of users when using the taxi service.
  • Ensure the reliability of the taxi service.
  • Overcome user hesitation regarding third-party taxi services.
  • Provide a comprehensive travel solution that includes trustworthy taxi options.
  • Maintain a competitive edge in the travel market with a fully integrated service.

All information in this case study is my own and does not necessarily reflect the views of Booking.com

Design Process

The design process took six weeks. First, we understood user needs through research, interviews, and competitive analysis. Next, we defined user personas, empathy maps, and user journeys. On the ideation phase, we collaboratively drafted potential solutions to be tested. Then, we started the design phase by prototyping some initial concepts. Finally, we tested the designs, gathered feedback, and planned future concepts.

Reflecting on our impact

  • Improved user engagement: Integrating the taxi on-demand service significantly increased user engagement with the app. Users found it more convenient to book taxis through Booking.com.
  • Enhanced trust: The Booking.com brand’s trustworthiness extended to the taxi service, mitigating user concerns about safety and reliability.
  • Increased competitiveness: Booking.com’s comprehensive travel solution with the integrated taxi service helped maintain its competitive edge in the travel market.

Understanding traveller’s challenges in different perspectives

The first step was to investigate what happens during the travel process, what challenges travellers face, and why they face them. We spoke with different types of travellers: solo, couples, and families with kids. The aim was to understand what happens in these contexts when these travellers need to use a taxi while abroad. Understanding this was essential as it helped us define new features and flows.

Research key learnings

Our conversations with different travellers revealed that they faced frustration with long waits, trouble finding available taxis, and uncertainty about arrival times. Some preferred to book in advance, while others needed taxis immediately, so offering both options is crucial. They expected an easy booking process, clear pricing, and real-time ride tracking. Plus, they wanted to choose the type of vehicle and specify any special requirements, like pet-friendly or wheelchair-accessible options.

How might we ensure a smooth and transparent booking and pick-up experience for our customers every time?

While exploring different travel scenarios, we found that many travellers often had to walk to specific pick-up points. It was a common frustration for most of the people we spoke with. So, we designed a system that sends real-time updates about pick-up times, making the whole process much smoother and less stressful.

Booking.com user interface design for taxi on demand service

Launch and Monitoring

The feature was launched as part of an app update. Continuous monitoring and user feedback were used to make improvements. The development phase ensured that the design vision became a tangible, user-friendly reality within the app, ultimately fulfilling the project’s goals of improved user engagement and competitive advantage.

This project taught me the importance of cross-functional collaboration, as the best ideas can come from unexpected sources. It also demonstrated the value of getting contextual data on your designs, ensuring they meet user needs and improve their overall experience. Additionally, it highlighted the importance of aligning design solutions with business goals, ensuring that our work not only fulfills user needs but also drives success for the company.