Folo App • UX Case Study



Background

Folo is an innovative e-hailing mobility services provider in Nigeria that offers users multiple ride solutions including taxi, okada and keke services on the Folo app.

At the core of Folo's value proposition are financial liberation for the drivers, the safety of all folo users and a fair pricing system for both the driver and passenger.

The Folo app was incorporated in 2021 at the peak of the pandemic taking advantage of the free time spent indoors observing the restrictions. It was a product of extensive market research and consultations with various stakeholders in the industry

Links: App Store Google Play Website

The Problem

• High Fees:
  • Drivers of e-Hailing Mobility Services are charged very high fees by operators thereby limiting their income
  • High cost of rides which isn't sustainable for a high percentage of users
• Limited Choices:
  • Okada (Motorcycle) & Keke (Tricycle) drivers have very limited choices in the tech market.
  • Users are also mostly limited to using cars/taxis for ride-hailing services
• Insecurity
  • A large population of Commuters in Nigeria still have trust issues, security concerns and still sceptical about embracing e-hailing mobility services as an alternative means of transport

Goals

Solution-driven objectives are

• An e-hailing app where the driver is empowered to control their earnings by setting their prices per kilometre, given a minimum price.
• All users (passengers and drivers alike) feel safe using the services.
• Users are offered the opportunity to make choices for the form of transportation they want to use.
• Private car owners can switch to being a driver on the go and earn extra income all on the same app
• Other associated services like Airtime, bill payment and subscription services are also available on the platform. 

My Role

I joined the team at the prototype stage of product development working in collaboration with another designer at first, then the only designer left to wear many hats. I played a major role in using research-driven solutions and analysis to inform the design decisions, strategy, interface and features for the product.

I also played the role of a Visual designer providing visually appealing graphic designs, Illustrations, and other brand assets for the app, website, and brand awareness purposes.

Process

Started by understanding the product vision, goals, and objectives. Talked to the product manager to learn about the product's target audience and key features. Haven understood this, I went through the following processes.

Research

On joining the team, preliminary research had been carried out which advised the problem and the need for a solution.

To ensure that the app's design aligns with the goal, and meets the needs and expectations of both drivers and riders which are the major target audience, I conducted user research.

The research consisted of qualitative research where I carried out in-person interviews, resulting in the identification of two user groups.

Drivers: People who own a car, a motorcycle or a tricycle.

Riders. People who order rides

Interview Questions

The following is the interview questions.

• Tell me about yourself
• How do you transport yourself?
• Have you used ride-hailing services before?
• If yes, what are some challenges you have faced?
• How do you think these challenges can be resolved to meet your needs?

User Personas

Based on the interviews carried out, I created user personas that represent the two main user groups

• Drivers
• Riders

Both of which are the core users of the app. The user personas were designed to reflect individual personalities and specific use cases.











Affinity Map

During the interview process, I started getting some learnings after preparing the personas, I applied a thematic analysis through an affinity diagram to identify common themes and get insights.

Affinity map

Insights

The results of the research showed the following insights:

• More choices of transportation other than just "Car"
• A platform that empowers drivers and helps them to earn more
• Cheaper rides
• Drivers should be in control of their income
• A simple driver and rider registration process
• Easy-to-use platform
• Drivers that are well informed about riders' disabilities



Competitor Analysis

In this section, we will provide an overview of our competitor analysis, which includes a table of the key players in the Nigerian market, their offerings, and an evaluation of their user experience.





Solution

Strategy & Features

• Create an all-in-one app that offers users multiple ride options which include Car, Motorcycle and Tricycle (Folo Car, Folo Kada, and Folo Trike respectively)
• Users have the unique option to switch between being a rider and a driver on the same app
• Flat rate monthly subscription instead of percentage revenue intake on each ride completed by the driver and no extra charges
• Drivers have the option to set their price per kilometre (There is a recommended guide price that has been set from which drivers can now set theirs )
• Riders have the option to choose a driver to ride with during ride requests, a single search by a rider would return a list of available drivers nearby with their estimated fares (based on their individual cost per kilometre).
• Easy registration and verification for drivers that can be carried out without visiting a physical location or office
  • Drivers Registration can be done from start to finish on the app
  • Driver verification by providing their driver's license and national Identity number
• Easy registration for riders and verification by national identity number. This will give any prospective driver extra confidence when reviewing a ride request because users will have a verified badge
• Safety features where riders and drivers can share their trip details with a pre-stored emergency contact.
• Other associated services like Airtime, bill payment and subscription services to be regarded as Folo Pay
• After carrying out some background research on the rate of disabled riders solely wanting to use ride-hailing services, there are very few and very rare cases such that it can be just 1 in 300 ride requests of this kind of event. As a result of this, it will not be any consideration for that at this time.

There was continuous deliberation and meetings with the stakeholders to generate these strategies. The goal of creating a better experience for every user and the insights obtained from the research were also put into utmost consideration.

Final Design

Onboarding & Registration

On the mobile app, both user groups (Riders and Drivers) are required to create an account in a few easy steps.







Home Screen



Ride Request/Order



Ongoing ride



Driver Registration



Folo Wallet



Some other screen



Links for further exploration: App Store Google Play

Some Designs for Brand Awareness



Conclusion & Key Takeaways

After conducting extensive research, analysis and utilizing a user-centered design approach, a user-friendly and seamless user experience has been created which supports the app's goal where the driver is empowered to control their earnings, riders have multiple ride solutions including taxi, motorcycle and tricycle; payments, and all users (passenger and drivers alike) feel safe using the services. The Folo App also completed a soft beta launch with some users. Through this process, the app's functionality and user experience were tested, got feedback and made necessary improvements which resulted in a 30% increase in user satisfaction.

Looking ahead, the business is confident that the Folo app will make a significant impact in the transportation industry. With the right funding, the business will be able to expand and continuously provide superior user experience for riders and drivers alike.

Overall, the project experience has demonstrated the importance of a user-centered design approach and the benefits of beta testing to ensure a successful launch.

Folo Website