Fare Pilot is an application that gives taxi drivers visibility of where they can secure fares. The application uses realtime analytics of crowd movements, analysis of large events within a city and historical daily data.
The original idea came with other assumptions about what would be an ideal feature set for a taxi driver. This allowed us to produce an early prototype to test with drivers in interviews before refining that into a working prototype deployed to a set of working drivers in an alpha test.
Personas
Detailed driver personas were created from research into taxi driver behaviour, motivations, income goals, and frustrations with existing navigation and dispatch tools.
Interviews & alpha test
Proposition interviews were conducted with taxi drivers to test the initial features. An alpha test was run with a UX designer operating the software manually and pointing drivers to hotspots. Post-alpha interviews with drivers who used the app for two weeks provided critical learning.
Wireframes & visual design
Early wireframes were created for proposition testing, followed by revised wireframes to validate the refined feature set. Visual designs for the beta launch incorporated second stage branding.
