Redesigning the way, we travel.
- Client : Delhi Integrated Multi-Modal Transit System (DIMTS)
- Project Category : UI/UX
The Business Challenge
The crown capital of India, Delhi, is bustling with over 30 Million people of which only 2.8 Million use the on-time efficient Metro services. The rest of the giant population face a daily challenge of commuting to work through trains, buses and local transportation, often failing to take benefit of an existing app meant particularly for them – that was PoochhO.
Built by the Delhi Integrated Multi-Modal Transit System (DIMTS) Ltd., this app was a government-driven large-scale initiative, meant to help
ease the lives of daily commuters by offering them easy to navigate maps, charts and options of travel on live-data basis.
Unfortunately, due to the cluttered, cumbersome, less-informative version of the earlier app, the initiative barely had any early adopters, which is where we came in.
Understanding the user
We undertook a robust user behaviour study with the government body. Our discoveries led us to many key insights which could then be translated into solutions in design. Here’s an overview of what we found:
– PEOPLE WANTED OPTIONS TO TRAVEL IN.
– PEOPLE NEEDED TO KNOW ABOUT EVERY STOP/HALT/ROUTE DETAILS.
– COMMUTERS PREFERED A TRAVEL PLANNER NOT AN INFORMER.
– CUSTOMISED TRAVEL PLANS, AS PER DAILY COMMUTE.
How can effective design solve the issue?
Design principles for a mass scale, online usability product like this needed to keep one major factor in mind – ease of use. After all, people from all backgrounds and strata of society needed to benefit from it. Which is why, the design team kept VISIBILITY, CONTROL, EASE OF USE, FREEDOM OF CHOICE, MINIMALIST DESIGN, MULTI-LINGUAL FORMATS, ZERO UX ERRORS in mind, right from the research phase till the completion of all tests.
From challenges to design decisions:
CHALLENGE: There were no comprehensive platforms for intra-city commute, neither for those who wanted to explore the capital.
DESIGN: We drew a comprehensive list of features that users needed for daily use of public transport. Not just this, we created customized modes of travel with real-time data.
CHALLENGE: There was no platform on which daily commuters or tourists could plan their travel.
DESIGN: We built a high-fidelity prototype with multiple additions like choice of transportation, time taken to reach destination and more,
keeping local requirements/demands in mind.
CHALLENGE: People disliked the non-intuitive functionality of the earlier app.
DESIGN: We introduced a friendly, contextual platform allowing people to take control of their travel – thus bringing in a more humane way to interact and serve.
How to build an experience for developing a habit?
Behaviorial scientists claim, it takes 18 to 254 days for people to form a new habit. Which means, we had to ensure that the 3-day-break-a-habit form is minimized for lesser dropouts. Here’s how we developed key features within the UX flow so help bring a sense of belonging and ease:
Home Screen :
We designed an all new compact dashboard for ‘Poochho’. It consists of options to select different modes of transportation, popular destinations of the city and some engaging information.
Real-Time Tracking :
This shows the real-time location of the vehicle plying on the route in the map.
We defined content and functionality on a page which takes into account user needs and user journeys.
Learning from best practices:
We tested our concept with a wide variety of prospective users right from gym owners, fitness enthusiasts, business owners, Corporate employees, students, technology experts, etc. Each of the interactions were recorded in an Audio/Visual format and was analysed in- depth in order to understand the functionality of the prototype. It was very quick to incorporate relevant changes (addition/removal of features, UI/UX changes, etc) as the prototype was independent of any code development.
Business outcomes due to one design solution!
Post the weeks of testing, DIMTS launched the second version of the app to witness a 30% increase in total app downloads and use, with no dropouts. This occurred within a time span of 1.5 months from the time of launch, dated January, 2018.
Design can bring about a complete change of human behaviour, if created and utilized in the right manner. If you like the work you’re seeing or have a query, just leave a message below and we’d love to hear your business challenges soon.