Solving a Disconnected User Journey
All in One Place: Bringing Web-Only Features to the Mobile App
Role
UX/UI Mobile Lead
Team
UX/UI Mobile Lead (Myself)
Product Owner
Mobile App Engineer
Tools
Figjam, Figma, Figma Slides
Skills
User Research, Journey Maps, Prototyping
RideMinder is a SaaS platform that provides software for booking service providers in the transport industry. Transport companies that provide airport transfers and point to point travel bookings are commonly using traditional methods of managing bookings, whether through emails, phone calls or online bookings with minimal functionalities. RideMinder provides an automated solution to allow transport companies to automate the management of their bookings online. RideMinder provides a webapp for operators, and mobile apps for their drivers and riders.
RideMinder's driver mobile app previously did not have registrations and comprehensive driver profiles integrated into the mobile app and instead directed users to the web browser to register or view their profile. RideMinder wanted to integrate all driver functionalities that are available in the website into the mobile app.
As the lead designer of the mobile app, I was responsible for the user research and the end to end design of the product from research to hi-fidelity prototyping.
I worked collaboratively with the product lead to redesign the flow of the driver mobile app, streamlining the experience and ensuring all functionalities available on the web were integrated into the mobile app. I also coordinated with both stakeholders and software developers to align expectations and facilitate the successful development of the redesigned experience.
When completing certain tasks, users are required to navigate between the mobile app and the web browser, disrupting their experience of the product.
Users needed to navigate between the driver mobile app and the web browser whenever they needed to register or view/update their driver profile. This creates a disconnected experience especially since the web browser links are optimised for viewing and interacting on larger screens in comparison to the smaller screen of the phone that they would have started their experience from.
Operators
Operator manage all their client bookings through the RideMinder webapp, where the system can automatically delegate client bookings to one of their drivers based on the client’s specifications.
Operators want to automate the their work processes using RideMinder’s products and focus on ensuring the best service to their clients through their drivers. Operators want to minimise the blockers that their drivers will encounter to in turn reduce any manual work in assisting the drivers.
Drivers
Drivers work under a specific operator to get work and complete booking transfers for their clients.
There are many traditional drivers that aren’t very tech-savvy and require manual guidance or assistance from operators when encountering an unexpected experience or block in their work process. Drivers want a seamless experience that allows all actions and tasks to be completed within the mobile app.
User Goals
Users want to complete actions, without the need to jump between the mobile app and the web browser and feeling blocked when navigating away from the mobile app.
Business Goals
RideMinder aims to enhance user experience of completing actions seamlessly all within the mobile app, and reducing the drop-off rate of users when being navigated away from the mobile app.
Process
We reviewed user feedback collected from phone calls and inquiry forums to identify pain points related to transitioning from the mobile app to a web browser when attempting to complete a task.
We also referenced existing mobile apps from the industry through competitive and comparative analysis to determine industry standards for similar user tasks.
User pain points
“I thought it wasn’t working properly when I was taken to the web browser when I was trying to sign up ... until I went back to the app and it took me to the same website again”
- User feedback from feedback forum
“How do I sign up on the app? It keeps taking me to the website instead”
- User enquiry by phone call
“I can’t seem to update my profile details in the app. Am I doing it right?”
- User enquiry by phone call
“I think it would be nice to be able to edit my profile inside the mobile app ... like how other apps do too”
- User feedback from feedback forum
Insights & takeaways
Users are also noticing the change in platform from mobile app to web browser when trying to complete certain tasks.
There has been a comparison with other apps that already had all functions available within the mobile app.
Users felt a barrier of entry to complete tasks from an unexpected experience while trying to complete a task.
Identifying the gaps in the existing user flow
There were two sections of the mobile app that had a disconnected experience and was scoped out separately into two areas for the project:
Registration Process
Viewing & Editing the Driver Profile
Existing user flow for driver registration:
The change between mobile and web platforms can be seen grouped together.
Blue = Mobile App
Purple = Web Browser
Existing user flow for viewing/editing driver profile:
The change between mobile and web platforms can be seen grouped together.
Blue = Mobile App
Purple = Web Browser
Proposed user flow for driver registration:
(No platform changes in the proposed user flow)
Blue = Mobile App
Proposed user flow for viewing/editing driver profile:
(No platform changes in the proposed user flow)
Blue = Mobile App
The proposed user flow for viewing/editing a driver profile now is all completed all within one platform, as represented by the blue grouping around the tasks in the user flow.
Design Phase
A series of screens were designed in alignment with the approved user flows. Upon discussion with company executives, two versions of the designs were created; one for MVP development and one for a future iteration with integrated third-party driver’s license verification technology.
Although it was ideal to have the full verification capabilities in our registration process much like other apps we’ve researched in the industry, we determined that an MVP without the verification process would be suitable to address the user needs sooner.
Collaboration with Engineering Team
Throughout the design process, close communication was maintained with the mobile app engineer to ensure that designs features and integrations were feasible and suitable for both an MVP solution and future iterations.
Outcome
Design Outcome
Following several iterations the final designs were presented and approved for development.
The final designs were separated into the following 4 sections:
Driver Registration (MVP)
Driver Registration with third-party Verification (Future Iteration)
Driver Profile (MVP)
Driver Profile with Verification Status (Future Iteration)
Driver Registration MVP Version (Simplified)
Driver Registration Future Iteration (with third-party Verification) (Simplified)
Additional verification highlighted in yellow
Driver Profile MVP Version
Driver Profile Future Iteration (with verification status)
Once the final designs were all signed-off, there was collaboration with the mobile app engineer to discuss the final expectations, timelines and priorities based on their existing list of tasks and projects.
Both the MVP and future iteration versions of the final designs were presented and discussed with the mobile engineer to provide a holistic view of the project.
Learnings
From this project I learnt the importance of balancing ideal user experience goals with the practical limitations of scope and resources.
Initially, we aimed to implement a third-party verification process to authenticate driver identities, a feature common in competitor apps that significantly contributes to user trust and safety. However, due to time and resource constraints, we had to make a strategic decision to exclude it from the initial build. Instead, we created a "future iteration" version of the solution to illustrate how this feature could be integrated later on. This approach taught us how to prioritize core functionality while still advocating for long-term user needs—ensuring the design remains scalable and user-focused even when compromises are necessary.
If I had more time...
As I transitioned out of my role at RideMinder shortly after the delivery of this project, I was unable to participate in the user testing phase, which was scheduled to take place following the development of the mobile app. I would have loved the opportunity to see the final implementation tested with users and to observe the impact it had on the driver experience within the app.
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