In the context of a product design training at The Design Crew, we worked on a project for Heetch in groups of two. The PM briefed us on our goal: improve the “pick-up experience”, meaning the time before the user actually get in the car, as it has a low conversion rate funnel (many users cancel the ride before the driver has arrived).
Defining the problem
We started by doing a collaborative journey map of the current Heetch experience to define the main steps and possible pain points in the process.
Based on our user research (5 calls per group), we brainstormed on possible How Might We questions and voted for the most relevant ones.
We settle on a problematic: How might we facilitate the passenger’s pick-up?
With my partner, we started by making a mindmap to drop all of our thoughts on paper and see possible connexions.
We generated a diversity of ideas, starting with a “Crazy 8s” and building up with a “Remix & Improve” workshop. Then, we narrowed down to two ideas that we developed into storyboards.
Our design proposition
We decided to focus on delays happening while waiting for a ride, as we witnessed from our user research that it was a recurrent complaint after ordering a Heetch: the waiting time would suddenly increase, sometimes doubling the time displayed at the moment of the order.
Our solution is to be transparent and offer an alternative: when a delay over 5 minutes happens, we notify the user and suggest to walk a couple of minutes to get closer and reduce the waiting time.
If the user doesn’t accept, they can either wait, call the driver or cancel the ride. We improved the copywriting at that point, to clarify: if the user cancels after 5 minutes, there is a cancellation fee. Under 5 minutes, the user doesn’t pay anything.
Regarding copy, we also switched the way we address to the user, going from “vous” (formal) to “tu” (casual), as the general tone of voice and branding of Heetch already targets young adults.