Crafting a Mobile App: a UX Design Case Study for Startups

GUEST POST: Suelyn Yu is an interaction designer at frog (see her portfolio) and worked closely with the team at Ridejoy to help craft our iPhone application. I feel very lucky to have worked with such a kick ass designer and I think this case study should prove useful for any startup that’s looking to build a mobile app. Now, on to Suelyn!)
– Jason  
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BACKGROUND

Do you remember the last time you were traveling on the highway? I do. There are usually countless cars all around me, and yet most of them are full of empty seats. I often wonder to myself, “Why isn’t there a way for people headed in the same direction to travel together?” One company, Ridejoy, aims to solve this problem by helping people share rides anywhere, anytime.

As an interaction designer at Frog, I’ve designed to encourage people toward pro-social, offline actions. When Ridejoy was preparing to build an iPhone app, Kalvin, one of the co-founders, reached out to me for help. I worked with the Ridejoy co-founders; Christine Yen, who built the app; and Seth Warrick, who created the brand and visual design.

It just launched in the US App Store.

IPHONE DESIGN PROBLEMS

After running Ridejoy.com for several months, the team learned a great deal about their current user base. In developing an iPhone app, we wanted to do far more than just “port” the site over to mobile – but instead, craft a new experience.

We identified 3 key challenges:

  • How we get drivers and passengers to post more rides?
  • How do we speed up the process of making driver and passenger matches?
  • How should Ridejoy facilitate “arrangements” between drivers and passengers?

CHALLENGE 1: ENCOURAGING POSTING

For a rideshare service to be successful, it needs to be able to draw from a large pool of rides when matching up passengers and drivers. We know that many people are driving by themselves or are looking for an affordable ride, but if they don’t post their travel plans on Ridejoy, there is no way for these people to get matched up. Continue reading…