“It’s really frustrating that I can’t book a ride for myself and another for my daughter at the same time. I’ve had to call a separate taxi for her, which defeats the purpose of using Snapp.”
Desk Research
User feedback revealed a strong demand for flexible ride options, highlighting common frustrations with current limitations.
Source: Google Play Store, Apple App Store, online forums (Reddit, local Iranian forums), and social media discussions.
Common themes in complaints:
Inability to arrange separate rides for children or family members while on a personal trip.
Increased frustration during busy hours when users need to coordinate travel for multiple people.
Have problem with resorting to calling taxis manually for their family members, which is less convenient than using an app.
One user mentioned:
Results
Inability to Book Multiple Rides: Users expressed frustration with not being able to book rides for family members while booking their own.
Device Switching: Many users reported having to switch devices or wait for their ride to finish before arranging another, which they found inconvenient and time-consuming.
Ride Management Challenges: Managing and tracking multiple rides for family members was a common pain point, with users requesting an easier way to oversee all rides from one interface.
Non Tech-Savvy
Reza isn’t very tech-savvy, but he’s learned how to use Snapp out of necessity. He mostly uses it to book rides for his children — whether it’s school drop-offs, after-school classes, or doctor appointments. He finds app interfaces overwhelming and limmited for book rides at once.
"I just want to get my kids to where they need to go without all this app confusion."
Pain Points
Can’t book another ride until the current one is done.
Has trouble navigating the app due to cluttered options.
Needs
A simple way to book multiple rides at once.
A clear interface with minimal distractions.
Tech-Savvy
Sara is a busy professional tech-savvy who’s always on the go. She uses Snapp daily for work but also coordinates rides for her elderly parents, who don’t use smartphones. She’s used to managing multiple services through apps, so Snapp’s lack of flexibility with ride bookings slows her down.
"I’m used to apps being fast and flexible. Snapp’s limitations with multi-ride booking slow me down."
Pain Points
Frustrated by the inability to book rides for others while on her own trip.
Annoyed by lack of a quick way to repeat previous rides.
Needs
A faster, more efficient ride management process.
A customizable interface for frequent riders.
Usability Tests and Iterations
Enhancing usability by refining multi-ride booking flow, improving button accessibility, and clarifying navigation, resulting in a streamlined, user-friendly experience.
Objective:
After integrating UI elements into my wireframes, I conducted several rounds of iteration based on feedback. Once the high-fidelity prototypes were polished, I proceeded with a usability test using Maze, gathering insights from users who had previously participated in my initial research survey.
Test Goals
The usability test aimed to evaluate the ease of navigation, clarity of the multi-ride booking flow, effectiveness of the visual design, and identify any points of confusion or friction in the user experience.
Tasks:
Book two rides simultaneously: one for yourself and one for a family member.
Select different pick-up and drop-off locations for each ride.
Complete the payment for both rides.
Track both rides on the map until they reach their destination.
🤕 Pain Points
Multi booking button on mobile felt small and were hard to to interact.
There was some confusing issues on the flow of booking another ride.
✅ Successes
The multi-ride feature was intuitive and easy to use once understood
Users found the design minimal and visually appealing
👍 Overall, I was glad that the app was easy to use with a clear flow. Afterwards, I made only minor changes such as clarifying and improving the size of multi-booking button and make some changes in the flow of booking another ride.
Key takeaways
Time efficiency and simplicity are valuable and users’ preference for quick, straightforward booking processes.
Through user interviews, research, and designing the multi-ride feature, I learned that time efficiency is crucial for users, who prioritize quick booking over additional options. Users prefer simplicity over complexity, highlighting the need for clear, streamlined processes.
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