BRIEF
GA team is conducting an end to end review of the booking process for both Passenger and Driver of the current GoCatch mobile application.
CLIENT
GoCatch is the client for the student project for User Experience Design Immersive, General Assembly, Summer Sydney 2014
MY ROLE
Evaluate the current application, mapping user flows, conduct contextual inquiries, conduct interviews, create empathy map, sketch new ideas and storyboards, define the vision, assemble the deliverable.
TOOLS
Omnigraffle, POP App, Camera, audio recorder, Excel, sharpies & paper.
DURATION
3 weeks
TEAM (slide 141)
Deepa Dhupalia
Michael Shai Hee
Sara Michelazzo
Suhasini Vempati
THE JOURNEY (SLIDE 135)
PHASE 1
- - pre seasoning training
- - immersion
- - diverge
- - converge
- - decide
- - test and learn
- - iterate
- - shaping tomorrow
- the final pitch
generate ideas: converge
The team generated over 100 ideas anc collecred them into cards
“Everything you can imagine is real.”
MANAGE IDEAS & prioritize (SLIDE 111)
Prioritise continuously
Moving forward means leaving something behind
Decide where to invest next, based on what we've learnt
Focus on the things that matter by using adaptive planning
Our currency is time and effort:
Invest in options we believe provide greatest opportunity for success
Use validated learning to inform decisions
Define outcomes to each hypothesis before testing
DEVELOP & TEST THE PROTOTYPES TO LEARN + iterations
TEACH EVERYONE TO DO THE RESEARCH
amplify the customer voice by getting everyone to do research
Train, guide and coach people who are new to interviewing
numbers
60 + customer participanrs
20+ SESSIONS FACILITATED
4 INDEPENDENT RESEARCH AGENCIES
3 CITIES
2 LANGUAGES
THE FINAL PITCH
goCatch organized 6 interviews with passengers and new users. As a team we set the recruitment brief, we wrote the script for the interviews and we created some interactive prototypes. We tested the booking process for the current application, the passenger ideal path and our new ideas.
LESSON LEARNT
Think BIG, start now, learn fast
Executive mandate, sponsorship and support
Right people, right place
Act our way to a new culture
Build the right thing, then build it the right way
Small, fast, frequent delivery to build momentum
Build in feedback loops with our customers and users
Adapt our approach based on validated learning
Demonstrable evidence for future investment decisions
Scale out success to cross the chasm
FEEDBACK I RECEIVED (copy from reviews)
“In the office you can take a break but in a taxi you must be aware all the time.”