T3 Mobile Travel Platform offers car-sharing services in China and has become a notable competitor in the mobile transportation market. Aiming at offering safe trip, T3 framed its need in how SAFETY is highlighted in their car-hailing service. According to the client’s need and user research, our design solution are learning safety in gamification and redesign the driver profile to make travel experience safe and happy.
UX designer, worked with T3 PM and user research team. Responsible for redesigning the “Safety features” for T3 1.0.10 version, led the visual design.
Dec 2019 - Jan 2020
"Your project shows the deepest consideration on safety issue."
Able to benefit more than 3.2 million users.
T3 is a powerful competitor with total investment of 1.45 billion dollars.
3.2 million registered users
Operated with 12,000 vehicles with more than 200,000 daily orders.
T3 was launched in 2019 as a new force in car-hailing market. Having seen the safety issues in the industry, T3 places SAFETY as its top principle. It leverages the innovative V.D.R system and its Vehicle Network to protect users' safety.
We were asked to optimize T3's safety experience. The goals were to effectively protect users' safety by highlighting T3's safety features, and attract more users to choose T3's services with this brand image.
"In order to have more market share, ride-hailing brands had to build unique product and services in recent years.There are reasons to believe they may fight even harder for market share in the future."China's Ride-hailing Market Dynamics, 2020
According to the statistic data, we noticed that female users are tend to choose B2C platforms instead of C2C, which may related to safety concern.China's Ride-hailing Market Dynamics, 2020
The question about how to protect passengers not only brought a fraught time for all the ride-sharing companies but also challenged the public attitude to car-pooling services and their safety awareness.
Vehicle.Driver.Road system (V.D.R system)
- connect vehicle, driver and road for a comprehensive safety network
Road, vehicle, and driver are three most important factors in safety-related issues. T3 connected those three factors in an integrated network to better monitor trips. T3 is using innovative equipments on users' side, such as in-car alarm buttons. There are even more equipments running backend to track and protect safety.
We interviewed 15 users that includes both T3 users and general car-hailing services users. The interviewee covered both gender, from 21 to 49 years old. The goals were to know how people feel about the present T3 safety solutions, and what means safety to general passengers?
Safety is an important issue in car-hailing service. Users want safe service and tend to regard safety as a factor when choosing the platform.
Apart from the traditional safety features, most users are not familiar and didn't notice the T3 safety solutions, including VDR system, alarm system, and other innovative equipments.
Users value efficiency during car-hailing. However, most of the safety features used at present need pay attention and make decision.
Users value efficiency during car-hailing. However, most of the safety features used now need users to pay attention.
Although safety is important, many users would still prefer cheaper service. Merely selling safety strengths has limited effect on increasing user base.
We want to make full use of the T3 safety features and make it actionable in order to keep safety with lowest efforts for users to protect safety.
Keep the experience consistent. Follow the existing visual effect.
Design the actionable, reliable and effective safety solutions.
Require no extra efforts and protect safety with minimum cognitive load.
Provide on time and actionable reaction when facing danger.
We explored the user interface with several versions and finally decided on the left one because there is too much information for users to process. In the final version, we grouped the information in different sections to decease cognitive load.
VDR system can auto-detect the driver and car on the backend.
Colors indicate different status - safe, moderate, action needed.
Text label describes the situation.
Buttons guide users to take action.
How to combine safety uniqueness and other effective business strategies to increase user base?
Use a popup modal to replace the original one. The touchpoint is chosen at the moment when users have got on the vehicle (got job done)
The first page would tell users what it is about; how long does it take; and what is the reward.
Users can decide when and if they are going to start.
Simplify the information by introducing 3 most important points.
Using illustration for easy understanding
We've learned from the PM that physical alarm button is the most straight forward feature to deliver safety.
Using micro-interaction to teach the functionality of the button.
Get the coupon or discount after finishing the tutorial
Add professional badge on the driver profile
1. Users want to know more driver’s information when they need it.
2. Client wants to highlight their safety technology
Using technology embedded to auto detect safety level.
1. Users want to pay the minmum efforts on safety detection.
2. Make better use of the T3’s technology
Teach and encourage users to learn T3’s safety solution and attract more users.
1. Users prefer both safe service and cheap service.
2. Increase users’ familiarity with T3’s innovative safety features
"Your group shows the most profound thought in understanding the safety issue among all the groups and you have given several exciting solutions.
People treat safety in carsharing quite passively. They start to think of safety when they are really threatened by danger. I appreciate your design that innovatively highlights T3’s safety advantages."
The solutions can benefits 3.2 + MILLION users.
We got positive feedback from the user testing of DRIVER PROFILE. Users think that it is very useful and can improve their confidence in taking T3's ride.
Many users are willing to recommend T3 to others because of the safety advantage. It would benefit company's long-term goal on expanding market.
Next step: In-depth usability test with the new features
Possible quantitative metrics that can be used to evaluate success:
Click-through rate of the quiz
Completion rate of the quiz
Increase of order completion rate in night