St. Catharines Taxi was created out of demand when we realized the public needed affordable, friendly, and safe transportation services in the Niagara Region. After establishing the family owned business we have now prouddly served the Niagara Region for over 15 years with a mission to consistently bring better service to the community.
A STC Taxi stakeholder initially reached out to me for a rebrand of the company brand identity and strategy. After completing that project successfully he requested I also work on redesigning and strategizing the plan for the website to target B2B while continuing to fulfil the needs of B2C.
My goal was to complete the corporate website that had a focus on B2B but also reworking the UX of the booking system through user testing which was built into the website.
We looked to...
1. Create a seamless booking system that will increase conversion and task success rate and also reduce task completion time.
2. Build a system that works effortlessly with the companies unique communication architecture.
3. Give users a smooth and simple experience when booking a taxi.
I led the design of the full experience from UX research to UI wire framing and prototyping for user testing. This took place between December 2020 and January 2021
I worked along 1 stakeholders through out this project.
The scope of this project was for me to build a completely new website strategy, design the UI and also rebuild the UX of the booking system. So my time was split between the 2 projects in 1.
The company did not want to invest too much into the booking system but do the best with what's available. The objective was if 20%+ of booking came through the website, then more money could be put into it.
The company mainly communicated over the phone or dispatch. Customers would be calling in and dispatcher would communicate that to the driver through the dispatch system. So I had to take that into consideration when building the form solutions end to end
The company's user base was quite broad but for this research process we focused on millennials because stakeholder noticed a consistent pattern with users 3 and 4. These users and businesses with special requirements preferred booking a taxi over the phone . So due to the insight of the stakeholder we proceeded to research and user test with millennials.
The company's user base was quite broad but for this research process we focused on millennials because stakeholder noticed a consistent pattern with users 3 and 4. These users and businesses with special requirements preferred booking a taxi over the phone . So due to the insight of the stakeholder we proceeded to research and user test with millennials.
We used the research method Usability Testing because we wanted to understand the users though process and challenges as they used the form and also be able to determine the length it took them to complete the task.
The results from the usability testing helped us pinpoint a few user challenges. For example, the time selection was taking users too long and it was different than the UX pattern they were used to from other booking services. This allowed me to propose the the stakeholder that some more investment needs to be put into the form and hire a developer to address this paint point of users.
After agreeing to the my suggestion we were able to cut down the time it took to complete a booking from nearly 2 minutes to under 45 seconds. A great accomplishment and improvement.
Following the UX research I moved to quickly sketching some wireframes to understand the form and flow of the booking feature and explore various ideas. Wireframing also helped me change the flow from what we originally had in mind which was for the form to be on the home page.
Since I was building the website on Webflow, I decided to also do the prototyping for testing on the platform as well. Normally I would use Adobe XD or Figma for prototyping but in this case it was much more efficient to continue building on Webflow.
With the help of analytics tools I will be tracking user engagement by tracking Task Success Rates, Task Completion Time, Retention and Conversion Rates. This will help us measure the success of our research and also iterate upon our solutions for further growth.
