UX Case Study
Being a woman and having worried parents who are avid readers of horrific news happening every day, I was curious to learn more about how women commute regularly at night and find out the problems they encounter.
Concept, brainstorm, gather info
Wireframe/ Design, Prototype,
Share/test/feedback, Iterate > Build
December 2018- April 2019
iOS, Android
I used the 5 steps of design thinking process that would help me to empathize, define, ideate, prototype and test the entire concept.
Before approaching my target audience, I decided to map a user journey of how I would commute at night to gather my evidence of what I observed throughout my journey and also made note of the pain areas during the journey.
-
It has become impossible to travel at night without a phone.
-
Passersby gawking when walking or standing alone at night.
-
When riding cabs, the driver changes the route and that brings a feeling of helplessness & insecurity.
-
Drivers accept money but it’s hard to carry money all the time.
-
When walking on road at night, the streets are generally dark with no lights and anxiety strikes at that very moment.
-
How often do you use online ride-booking apps like Ola, Uber, and Office cab?
-
What mode of transport do you use for commuting and why do you prefer this mode?
-
What do you do when your driver seems suspicious?
-
How do you feel when the driver changes the route to reach the destination faster?
-
What was your recent experience of traveling at night like?
-
What do you do when you can’t find a ride at night?
-
What do you do when there is no charge on your phone?
-
In case of emergencies, what do you do if your emergency contacts are not reachable?
-
What do you do when you are in a dark, lonely place at night?
-
How does the driver feel when you use an online mode of payment?
-
If you could bring some changes in the current system of women's safety, what would you recommend?
Talking to all these women helped me to gather a lot of information from a women’s perspective.
To formulate the problem statement I transferred the interview recordings to data points. I created an empathy map to separate the user goals and frustrations from the data gathered and personified each woman I interviewed to bring about the main elements of the story.
Help Seeker
Help Provider / Shield officer
This stage helped me to clearly define and represent how the user will navigate through the app and the information/metadata to be displayed on the screens.
I laid out the top-level pages and listed down the metadata to be shown in a hierarchical manner. Here’s the blueprint that I made-
Help Seeker
Shield Officer / Help Provider Task flow
I made two revisions of the paper wireframes for my internal satisfaction! After getting the basic sketch of my paper sketches, Mid fidelity and High fidelity prototype was sketched digitally using Adobe XD software.
Paper prototype of the concept was sketched out after 2 iterations! Since I love sketching, I had the most fun doing this.
Shield Officer Providing Help Flow
Overall, this project was extremely valuable. I felt empowered by having the opportunity to help these young women out on the journey towards their future and changing the face of leadership! Thank you to everyone reading for taking the time to support my work!
