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

  1. - pre seasoning training
  2. - immersion
  3. - diverge
  4. - converge
  5. - decide
  6. - test and learn
  7. - iterate
  8. - shaping tomorrow
  9. the final pitch
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generate ideas: converge

The team generated over 100 ideas anc collecred them into cards

Everything you can imagine is real.
— Pablo Picasso

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.
— driver