Dart App
Dart Brunei is revamping their current app and working on a fresh approach towards the ride-hailing industry. They want to create a similar app to Uber for its clean minimal design, as well as retaining its national identity. With limited resources from my agency, I’ve tried my best to push the app into the beauty of the UX world.
Problem
Transcending into digital payments and airport/landmark pickups.
My role
I've derived a fresh perspective on an elevated user experience and a fun-design user interface to solve the pain points. I’m responsible for all aspects of the research and design of the app.
UX Research
User Research & Interviews
User Personas
User Journey Map
UI Design
Wireframes
Visual Design
Status of project
Dart Brunei was targeted to launch in 2021
🔍 Evaluative Research
Interviews
During the discovery phase of my project, I conducted user interviews via social listening to better understand the problem.
Research Objectives
To better understand local's experience with the current modes of transportation
To retrieve the local thoughts on the current Dart app
Social listening via IG
p.s. there are more conversations that i couldn't share but i will sum it up below
🧐 Key Findings
Pricey service
Mostly are used by tourists, foreigners and teenagers who don't own a vehicle
Struggles to have a smooth exit out of the airport with Dart
Cashless payments have yet to be a thing in the Dart app
👀 How might we
Enable the ride to be a pleasant experience throughout?
Reduce the anxiety of the passengers during the ride?
Enable the pickup points to be clear for the users?
Exploration - User Journey Map
To better understand users’ motivation and build better empathy, I analyze a typical user journey going through each step in the process..
UI Design
Impact
The redesign of the Dart app on both platforms has had a positive impact on the users during the testing phase. (Credits to the Brunei team)
40% ⬆
Accuracy of Pickup
50% ⬆
Satisfaction Value (Cashless Payment)
Pearls of wisdom
A long tedious remote project that involves a deep understanding and plenty of initiatives
Moving forward with the project, we can further accommodate the users' needs by:
Conducting proper mini-interviews with their users and residents to better gauge the local market.
Feature prioritizing for the two users to simplify the information architecture and to not overwhelm the users.
Having a user-testing session at every stage for a more accurate design.
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Posted Dec 7, 2024
Dart is a ride-hailing app where minimalism is prioritised for users' convenience and delight.
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