ROLE: UX Design intern@DiDi Smart Transportation Group
JOB: User research & testing, interaction&interface redesign
DiDi Car DVR App is a product which specially provides service to DiDi drivers in China with a primary goal to promotes a safe driving experience. The product encompasses two parts: Car DVR and a bundle mobile app. The user pool reaches 13000 in the first month of launch in January and keeps growing rapidly. And my time at DiDi was just in the phase that UX plays an important role. I assisted with the whole redesign process of 2.4 edition.
There are two major challenges. The first emerges closely with the rising concern of the driver's personal safety issue.
To refine and rebuild the current experience of the emergency help function is one challenge.
The team used several approaches around the double-diamond model to solve the problem. As this function was highly task-oriented, the customer journey map was used to understand the task flow so that the touchpoint could be found to focus.
USER RESEARCH & PROBLEM INVESTIGATION
The user behavior, system, and emergency contact behavior, psychology model, emotion curve are presented in the customer journey map. The key problems are found in each phase ( Driving, Emergency activation, Waiting for help and Recieve feedback) with the help of the user interviews and the task flow creation.
The user has a poor perception towards the emergency help function which reflects in three aspects:
1. How to use 2. The context of use 3. Lack of feedback
DESIGN OPPORTUNITY PROBING
After defining the problem, I created a service blueprint map which is great for identifying the most meaningful member touchpoints and turn them into opportunities. The touchpoints found are listed below:
1. Detail page of the emergency help function
3. Onboarding page
4. Emergent contact page
THE DESIGN SOLUTIONS
1. EMERGENCY HELP PAGE
How & When
How & When
How & When
Users can have a clearer understanding of when and how to use the emergency help function with the redesigned information architecture and an instructional page to clarify the context of use.
2. NEW ONBOARDING PAGE
Users can have a better awareness of the emergency help function by the newly added onboarding page.
3. MESSAGE PAGE TO EMERGENT CONTACT
Compared to simply sending the message to the emergency contact, the redesigned experience enables the emergency contact to receive the driver's real-time location.
The redesigned icon provides the user with a clearer sense of the looks of the emergency button, thus enabling them to quickly remember where to press.
The rate of " Press the button by mistake" was reduced by 21% after the first month of testing
The overall customer satisfaction of this feature increased from 2.8 to 3.8
"I don't know how this function works until I saw this version's introduction page"
"This feature is obviously not a frequently used one, but it's indeed important. I really appreciate the feature that enables my emergency contact to see my real-time location"
THE SECOND CHALLENGE
The second challenge was closely related to the ease of use and user satisfaction. The conversion rate ( Homepage to the video viewing page) was low: 72%, especially the step of scan to connect with the phone was especially low: 30%. Also, the user satisfaction score of the view the video was only 3.2/5.
The problem was split into two parts. The connecting (the CarDVR with the mobile app) and the video viewing.
As to the video viewing function. The user research has been done to understand the task flow so that I can figure out the user goal and needs at each stage.
In order to improve the overall competitiveness of the video viewing feature, the competitive analysis has been done to figure out the strength, also the standard industry practice.
THE RESULT OF THE COMPETITIVE ANALYSIS:
GOOD FEATURES OF THE COMPETITIVE PRODUCTS
THE DESIGN IDEAS:
After integrating the result of the competitive analysis and the understanding of user needs, I brainstormed three ideas with the team. To figure out whether it works, I recruited five participants to quickly test the assumptions/ideas. by doing a given user task.
The quickest one with great precision.
But! In reality, users normally cannot see the video over four hours, so the concept of time doesn't work anymore.
People have confusions about the period of each video.
Finally, we picked the third idea.
“ Time-consuming to find the video"
“ Fast and precise"
“ Get lost in tons of videos when pressing back button"
“ The new positioning bar help with the locating"
The conversion rate for the viewing was increased by 8%.
ONE MORE CONSIDERATION WORTH MENTIONING
As in this project, there are two products which share the same visual and interaction style. I also helped improve the interaction consistency among the two. Besides, there are some special considerations specifically for the Car DVR interface.
The dates tooltip which intended to help with the positioning doesn't help in reality
1. The long connecting process (Five steps) leads to user churn.
2. The guidance on how to connect the Car DVR with the mobile app was not clear and detach with the user context.
3. Lack of feedback and user control.
As for the Connecting process, user interviews and observations were done to understand the task. And since this problem relates closely to the technical issues so I collaborated with the programmers to prototype and test ideas.