inDriver (InDrive from now on) is a one of the most used riding-Apps in Guayaquil, Ecuador. Is in the top 3: Uber, Cabify & inDrive.

What makes it different from the other two on the top is that this one let the users to make bids for a ride, Drivers will send their bids back and users will be able to choose which one fits better for them.

This App is specially used in Guayaquil (the place we will be studying for this case).

Many users from Guayaquil live in areas that have no right names in the map for streets/areas and some zones has security entrances with some codes/validations needs so, once requested the ride users always have to call the rider to explain where is their location, specify entrance rules, or have to leave a note for the rider. Most of the time this implies to have out-of-App interaction with Drivers.

Secondary Research (Competitive Analysis)

Primary Research (User Interviews, Contextual Research)

Let’s first deep dive into inDrive’s competitors to see If they have a feature similar or like the previously mentioned.

Saved places

Info user can specify name & location

Leave notes/instructions to rider when requesting a ride

Just international Apps like: Uber, Didi & Cabify let users to save places. Ecuadorian ride-sharing Apps (UnTaxi & EasyTaxi) don’t.

Ecuadorian Riding Apps are JUST for registered corporate taxies.

Profile: inDrive recurring users (use the App more than 3 times a week) who live in gated communities.

Number of users: 16 users

Profile: inDrive recurring users (use the App more than 3 times a week) who request rides from Guayaquil’s zones that don’t appear clearly in the map.

Number of users: 17 users

People in gated communities (housing or comercial) either: have the note to paste in the description or interact via phone call with the driver.

Users expect to request the ride, accept the bid, driver arrives to their location. They do not want to interact much more with the Drivers.

🛣️ User Flow

🖍️ Wireflow

Used these wireframe screens in an interactive prototype for usability testing with actual inDrive users.

Designed wireframes for usability testing. For this usability test we will use Maze (maze.co) and Zoom since this test will be a Moderated Usability Test.

Recruited 30 users. 15 of them were from the group we previously interviewed, the other 15 were friends of them.

28/30 assisted to the Usability Testing Sessions

These users were recruited via word-of-mouth

User could complete the task without any assistance within the estimate time on each task.

User needed some assistance to complete the task. Like quick guidance if got stuck. No more than 2 times in the whole study.

Needed too much guidance.

Got stuck and gave up.

Thought it was complete, but it wasn’t.

Considering the results of the usability testing, this experiment is marked as successful ✅

Add ‘NEW’ tag to the this new feature in menu since this is one of the ways we communicate updates in the App. Received that comments from users

Change the copy of the CTA to ‘Add New Saved Location’ to make it clearer for users.

As a product-led organization, we should coordinate with business and marketing teams to coordinate the communications of this new features inside the App. In product-led organizations, the product itself is used as a business and marketing tool.

→ UI Team will use these wireframes to make mockups and interactive prototypes for the Dev Team

→ Once launched, Org should keep continuous discovery for this feature and all of them