Cabify app: Adding two new features

Cabify is a Spanish transportation network company. It provides vehicles for hire via its smartphone mobile app. Vehicles are driven by their owners, who are self-employed service providers. Operating in Latin America, Spain, and Portugal, the company offers two services, one for businesses and another for individuals.

Overview

I was commissioned to ideate and create in a 4 days period a working high-fidelity MVP prototype of a brand new feature for the existing Cabify app, the Split Fare, enabling users to split and share the bill.

Additionally, I offered an extra feature; the Multi-stop Fare that allows users to stipulate a number of stops in their shared Cabify trip.

New features' screens

Hypothesis

I decided to start this project by drafting the following hypothesis:

Young people prefer to make the decision to share Cabify's fare just before getting into the vehicle in order to avoid misunderstandings and uncomfortable, unfair or even unpleasant situations.

Research

Survey findings

These data brought to the surface something interesting, the act of sharing expenses is a controversial issue among people. As a result, it justifies the feature I was commissioned to design and also indicates me that it has to play an important role in my Cabify’s user interface upcoming proposal.

Interviewing 10 Cabify costumers about their experience on sharing expenses I obtained some valuable insights.

“It is unfair that there is a single payer that has to assume the whole shared Cabify fare.”
“It bothers me to owe money to the person responsible for paying the Cabify fare.”
“When I share a Cabify with other friends and I pay the whole fare, I hate when they tell me that they will pay me back next time. I rarely get the money back, they just forget about it.“
“I don’t like to claim the money that other people owe me from a fare, I don’t like to owe it either.”

Findings

By distilling the insights gathered on the research stage, I found out that users have problems with sharing the expenses of a Cabify fare:

  • Owing money and being owed.

  • Claiming owed money.

  • Having a single payer that assumes the whole fare.

User Persona

Photo by Lucas Vicente

Júlia is the user persona emerging from my research. She is a young journalism student that likes to go partying on Fridays with her friends, she is a regular Cabify user.

Young people between 25 and 35 years old who use Cabify need a fair way to easily divide and pay for a shared fare because it bothers them to be in debt and vice versa.

To solve this issue, my proposition is to offer a payment tool that allows to share the expenses of a Cabify fare in a fair, easy and quick way.

Therefore, getting from frustration to staisfaction through equanimity.

Prototype

After an intensive and repetitive process of testing and iterating in low-fidelity and mid-fidelity wireframes, I came to the following solution, showing both the Split Fare feature and the Multi-stop feature (called Add a stop in the interaction example shown below).

Concerning the flow shown below; Júlia, Roger and I share a split fare and Add a stop. In the second leg of the trip, Júlia is not contributing with the payment because she drops off the Cabify in the first stop. She is just paying for the first leg of the trip.

Next steps

Besides, I proposed some next steps to be implemented after the launch of this MVP:

  • Implement a feature that freely allows the users to decide what fare's percentage pays each passenger.

  • Add a feature in the already existing Booking mode (called Reserva in the Spanish screens shown above) that allows the user to book the service and invite the rest of the fare's passengers to co-create a route with different stops and legs according to their needs.

Key Learnings

In this project, I realized the power of the user's research in the primary stage of the design process. Inquiring the right questions to the interviewed people, listening them carefully and letting them explain themselves are the keys to obtain rich insights that guide to useful solutions.

This project has been conceptualized and designed by Adrià Lleó within the framework of Ironhack Barcelona's UX/UI Design Full Time Bootcamp.

To know more about it, READ THE FULL CASE STUDY on Medium (4 min.)