She Taxi | Case study

PROBLEM One of the primary challenges we encountered during our analysis of SHE Taxi was the absence of a dedicated payment gateway within the application. This crucial feature gap meant that drivers were primarily relying on bank transfers, utilizing aliases or CVUs, to process payments for their services. This reliance on manual bank transfers not only introduced inefficiencies into the payment process but also posed security concerns for both drivers and passengers. Without a streamlined payment gateway, the user experience was compromised, leading to potential friction and dissatisfaction among users. MEETING THE USERS We target female drivers between 40 - 45 years old, who have experience in the profession and ideally are banked or know how to handle money management applications. To validate our protopersona, we conducted interviews with 5 female cab drivers. Based on their answers we found an insight. “Drivers prefer to get paid by transfer because it is fast and secure. This payment method helps them to better manage their collection”. SOLUTION We proposed to offer drivers the option to choose the trip according to the payment method. With the objective of providing: security, agility and ease. TESTING We conducted usability testing with 5 users who were tasked with selecting a passenger, starting the trip, and confirming payment. Based on the usability tests, we identified several areas for improvement: • Implementing a payment method filter before selecting a passenger. • Adding estimated trip duration on the screen before initiating the trip. • Introducing a daily trip report feature, allowing drivers to view a comprehensive summary of their daily routes.