Case study on the Cabify app, specifically on its new functionality: Delivery.
Cabify: Delivery
Introduction.
Cabify has added the possibility of making deliveries from its application. In this design proposal I study how to improve the UX of this new functionality, since, from my point of view, there is a small problem of understanding by the user.
Role
Product Designer
DATE
December 1, 2020
Category
Proposals
TAGS
Mobile App, Product Design, User experience
Current design
Proposal
Process.
Empathize, define and ideate
I usually work following the Design Thinking methodology, so first I thoroughly investigate the functionality to be implemented, defining what are the problems and objectives of the users at the time of use. After that, I analyse and synthesise all the information in order to be clear about the main points to take into account. At this point I have everything I need to develop an affinity diagram and have everything clearer before moving on to the prototyping phase.
Prototype and test
Finally I design the interactive prototypes in Figma to test the solution from a mobile device. These tests help me to validate some decisions and discard others. This way I can iterate to fine-tune the design.
Explanation.
Task-oriented UI
As I explained in my project:
Cabify X Movo
, it's very important to propose a task-oriented information architecture, and this must go hand in hand with the user interface, i.e. each tab must have the necessary elements available to perform these tasks.
In this case it's important that we design with an understanding of the differences between ordering a Cabify and making a delivery.
Current design
Proposal
Relevant options only
When the user aims to make a submission, we as designers should make the task as easy as possible for you. This means, among other things, showing them only the information they need for the task.
In this case, at the moment of confirming the shipment, you should only show the option relating to the shipment, and not all of them (Lite, Group, Motorcycle, Scooter, etc) because it will be very confusing and the user will not understand what the real possibilities are.
Translated with www.DeepL.com/Translator (free version)
Current design
Proposal
Designing micro-tasks
Designing according to the micro-tasks that the user will go through allows us to achieve a very good experience, as we will be facilitating the path to achieve their objectives.
If we look at the micro-tasks of setting the pick-up and destination address, it is a good opportunity to take advantage of this, as we can speed up and facilitate the overall task in some cases:
Descriptive illustrations
I think that, in this case, adding a small illustration would really help the user to quickly understand where he/she is and what he/she can do. In the end it's something that is already being done indirectly on the other tabs by showing cars, motorbikes and scooters on the map. These graphics designed by Cabify illustrators are perfect to bring understanding and visual quality to this new functionality of the App.
Simple and clear task
When the user wants to deliver something, all they have to do is enter the pick-up address, the destination address, and confirm. This goes hand in hand with designing a task-oriented UI, because this is how we get a clear interface for the user, without elements that can interfere and create confusion during the process.
Takeaway.
In this proposal you can see the importance of UI in UX. If we design knowing the user's needs in each task, we will get a great experience for them, and this is achieved by designing a task-oriented UI, taking into account the micro-tasks of our users and including illustrations when they are necessary.
It is necessary to add that this is my proposal for improvement, but of course not the only one, in design there is no one way!
Finally comment, as in my previous proposal, that Cabify has an outstanding overall user experience in my opinion, both in usability and desirability.
