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HAILO

Improve Passenger Allocation Experience to Reduce Cancellations

Hailo tracked a high number of passenger cancellations during the time we tried to allocate them a driver. The goal for this project was to understand the reasons behind the cancellations and improve our passenger experience by managing their expectations and reassure them that we'd always get them a taxi.

Here's a peek at the before and after Passenger Allocation screen:

CASE STUDY#1

Lead Designer - ios & Android

 
Left: Previous Allocation experience - lacking important trip details and appearing broken after a few seconds, with a very enticing cancel button. Right: New Allocation experience that's personable, dynamic and interactive. Passengers are kept informed about their order and can tap the 'Requesting' modal to reveal their trip details.

Left: Previous Allocation experience - lacking important trip details and appearing broken after a few seconds, with a very enticing cancel button. Right: New Allocation experience that's personable, dynamic and interactive. Passengers are kept informed about their order and can tap the 'Requesting' modal to reveal their trip details.

 

DISCOVERY

I wanted to start by understanding why passengers were cancelling their taxi requests when waiting for Hailo to allocate them a driver. I wanted to find out what changes could be made to the overall waiting experience and UI, to encourage passengers to wait longer and trust that Hailo would always get them a taxi. 

I set out on the following:

  • Worked with the data team to identify how many passengers cancelled jobs during allocation
  • Worked with research to send a survey to passengers who cancelled more than once during allocation to analyse their needs and sketch out use cases
  • Started thinking of 'what if' scenarios for a better taxi allocation experience 
  • Brainstormed work flows alongside the product manager and engineer lead
 

RESEARCH

After exploring data and analysing the survey results I concluded the following research for my design thinking and validation: 

  • Finding ways to keep passengers waiting for longer during allocation - my hypothesis was that if we communicated to passengers what was happening in the background while they were waiting, they would be more likely to wait until a driver accepted the job.
  • Creating an experience where passengers feel reassured - if, for example, we invested in conversational design where we explained that we were looking for the most suitable driver, the passenger would trust that we were doing our best. 
  • Reviewing allocation screens on competitor products.
 
 
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SOLUTION

Over the discovery and research period I explored several ideas, doing lots of quick sketching and turned the best concepts into a series of prototypes. I then tested the prototypes internally across the business as Hailoers could give valuable insights. After some iteration and tweaking based on their feedback I created a final prototype which I tested on Hailo passengers.

Here is what I concluded for the final design solution:  

  • Passengers thought the previous allocation screen seemed broken because nothing changed after a few seconds, which resulted in high number of cancellations. By adding dynamic conversational messaging that was personable and informative, passengers saw a continuous change on screen and were confident to wait longer because they felt reassured throughout their wait.
  • Revised all pop-up messaging that appeared when passengers tried to cancel, making sure they were encouraging and helpful and managed their expectations. 
  • Made important UI improvements that further assured passengers not to cancel, for example; included an interactive modal that passengers could swipe through to see their trip details, like their pickup/dropoff location, their payment method and number of seats they requested.  

Here's the final flow:

 
Left: Previous Allocation experience lacking important trip details and appearing broken after a few seconds, with a very enticing cancel button. Right: New Allocation experience that's personable, dynamic and interactive. Passengers are kept informed about their order and can tap the 'Requesting' modal to reveal their trip details.
 
Flinto prototype of the new Allocation screen that I tested internally with Hailoers and exteranlly with Hailo passengers.

Flinto prototype of the new Allocation screen that I tested internally with Hailoers and exteranlly with Hailo passengers.

 

IMPACT

I worked for 3 weeks on this project and had an immense sense of joy seeing my ideas come to life a few weeks later, when engineers shipped the new allocation experience to our passengers. The data immediately began to show I had solved a variety of problems and together with the team working on this, we achieved our goal of decreasing the number cancellations. 🎉

 
 
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