E23 Go
Services & HMI design for RoboTaxi
Redefining the travel experience in the driverless era, cooperate with
12
COMPANY
WORK
weeks
Service Design
Contribution：
Competitor analysis & Part of User Research
Ideation & Storyboard
UX Design
UX Design
PROJECT TYPE
Client project
DURATION
12 weeks (Jan. - Apr. 2021)
Team
1 Design Lead, 1 Principle UX designer, 2 UI Designers and me
Contribution
User Research / Competitor Analysis/ Service / UX
TOOLS
Figma / Sketch
INTRODUCTION
Our client is technologically behind in the era of driverless taxis, so they hope to use design to gain an advantage. Therefore, we designed a completely new app and HMI for them, redefining the user experience in the RoboTaxi era.
E23 Go utilizes gamified design to motivate users to try new services, while providing customers with opportunities for further marketing operations.
Contribution
In charge of user research.
Analyze the feature points of competing products.
Assist in organizing user and client workshops.
Detailed UX flow design for mobile and HMI.
Design Challenge
How might we attract traditional taxi users and encourage them to continue using Robotaxi services?
Outcome
In seven months, over 1,200 new users registered, and completed more than 3,000 trips with only 2 vehicles
Main features
HMI Design
By introducing interactive voice bullets, I enhanced the interaction among passengers, reducing their unfamiliarity with the new service
01 Voice Bullet
By adding a journey timeline that highlights scenic spots and Easter Eggs along the route, I aimed to give passengers a sense of control and delight during their ride
02 Timeline & Easter Eggs
The All-in-one Service Center dynamically displays Robotaxi's services based on the current time, location, and user preferences
03 Service Center
App Design
Users can use AR tools to decorate the stations, creating a unique waiting experience
03 AR-built Station
By applying the concept of the metaverse to the design of ride-hailing stations and offering badges for station exploration, we encourage users to discover various stations
02 Oasis Map
By using dynamic service cards, we provide users with appropriate services at the right moments
01 Dynamic Service Flow
Project Target & Background
Product Roadmap
Key phases in Roadmap
Propose the core experience elements and user journeys that RoboTaxi service needs to have, and carry out product experience concept design based on the user journey map around the touchpoints of APP & HMI
Design Process
Competitors research & Market Trends
How to shape
the unique mindset of the user?
Wyh users choose AILSH among many RoboTaxi service?
How to build a new standard of service process?
Why do users choose RoboTaxi?
Brand
Perspective
Industry
Perspectives
Inspiration of reseach
Desktop Research
Waymo
WeRide
Field Research
SAIC
Apollo
Pony
Alish
Market Formation Basis and Challenges
The Early Market
The Mainsteam Market
The Post-mainsteam Market
Giant
Gap
Innovators
Early bird
Early Majority
Driverless RoboTaxi service
Involving existing users to invite more new users
Eligibility to reserve a fleet service
On-demand transport that's indistinguishable from conventional taxi services
A more entertaining and personalized transportation experience
Late Majority
Laggard
Geek
Visionaries
Pragmatists
Conservatives
Skeptics
RoboTaxi is a typical tech innovation product. As new technology progresses through various market stages, it faces different challenges. Currently, industry competition is centered on the early market.
01
Highlighting unique technical features and experiences to users, and satisfying their curiosity and desire for novelty, is what drives innovative products in the early market.
02
Strategy of online taxi service
Standardization
Customization
Facility
Service
User Research
Step 1: Find Research Participants
Step 2: Competitor’s Riding Experience
Step 3: Focus Group Interview
Age: 30-40
5+ years of online-taxi experience
uses a taxi 8 time per week
Summer
Fione
Age: 30-40
3+ years of online-taxi experience
uses a taxi 5 time per week
SAIC
Apollo
Pony
Two participants were asked to ride with three RoboTaxi competitors and were monitored during the trip. Afterward, focus group interviews collected their insights and delved into their emotions.
User Jounney Map
Painpoint
What’s the difference of RoboTaxi?
How can I use it?
Manually typing in the address takes effort.
What is a pick-up/drop-off spot? Why can’t I input my exact destination?
Why do I need to provide personal information?
Not sure if I can get a car.
Where should I wait, how do I get to the pick-up spot?
Where is the car at the moment? The location information is not enough.
Waiting makes me anxious.
Is the car here? Which car is mine?
Could the process of confirming identity be simpler?
I'm at a loss unless the security driver tells me what to do.
No driver to control the environment in the car. What should I do?
What should I do if I want to change my destination or add a stop?
How do I get help in an emergency?
The trip information isn't very helpful. Reading it makes me carsick.
The voice assistant doesn't really help.
Who will see the rating? What's the point?
The get-off reminder feels automated. It doesn't offer much help.
It feels like a normal Uber, only slower.
How do I get my stuff back if I leave something behind?
Opportunity
Quickly show the unique value of the RoboTaxi.
Provide more intuitive guidance for beginners
Simplify the pick-up location and make address entry smoother.
Present personal information access positively to ease user concerns.
Highlight the advantages of unbiased order fulfillment.
Assure users they'll secure a car and provide remedies if they can't.
Help users quickly navigate the selected pick-up spot.
Refine the reminder for successful calling the car.
Give the user something fun to do while waiting.
Guide users to their car
Highlight AILSH’s unique identity verification process so that it becomes a distinctive feature.
Standardize the guidance for each step.
Let users manage their in-car ambiance.
Enhance the feeling of service with intelligent driving options.
Implement various safety features to put users at ease.
Make on-screen information clearer and more digestible.
Introduce an avatar to deliver services.
Encourage users to rate.
Provide a more useful and meaningful exit reminder.
Emphasise the ending by creating a sense of ritual and a moment of surprise.
Create a more intelligent problem-solving mechanism using data from in-car sensors.
RoboTaxi is an entirely new experience that demands fresh understanding and adaptation, which makes users feel unfamiliar and uncertain
Phases & Digital touchpoint
HMI
APP
42 more ideas
Ideation Workshop
Outcome
Opportunity Points
Ideation results
Opportunity Points
20+
Number of participants
10+
50+
Output ideas
Based on our previous user & market research, we held an ideation workshop with our client
9 more opportunity points
We merged and organised the ideas and presented them as storyboards to deepen the 20 final ideas
Storyboard
01
02 Popular routes & Theme
04 One more ride
03 Experience with surprise
01 Tour mode
New users are presented with route options, lowering the threshold for them to try it and giving them new ways to interact during the ride with a whole new experience.
Themed trips to try out
More
UX Design
Relation between APP & HMI
Stimulate the needs
Learn user habits
Provide guide and assistance from start to end, all on APP
HMI creates an immersive rear cabin experience for users
Unique Unboxing
Build new product awareness
New options & ways to use RoboTaxi
Remote vehicle settings via phones
Synch vehicle settings from app to the car to create a personalized cabin
Find the car faster with a unique taxi sign
The built-in rider support system help start the trip with a sense of safety
Sync trip status & information
Provide a quiet and uninterrupted space
Timely reminders at the the of the service and ensure a seamless service flow
Trip summary record your personal travel preference and habits
Based on the selected use cases and stories, we redefined the framework and functions of the APP and HMI
Functions of App TABs
APP
Create an account
Enter the world of Oasis
Core Ride-hailing Features
Oasis map
Edit digital avatar
Assistants management
Leaderboard
Assets
History orders
Asset market
Gamification accumulation results
Beginner's tasks
Prepare to depart
Go to the station
Get in
Get off
Registration
GO
Oasis
My
"Go," "Oasis," and "My" tabs introduce new product values and incorporate entertainment and social features to the traditional taxi tool characteristics.
App Design
APP Architecture
Temporary pop-up window
Such as registration pop-ups, successful operation prompts, etc.
Ride-hailing core function area
Main business, and the status of the RoboTaxi after calling
Core Level 1 Pages & Dynamic Service Layers
TAB level pages / dynamic services based on user journeys, such as service previews, and proactive service notifications
Secondary information layer
Deep operation and secondary information presentation
Zoom in and out
Swipe up
Long press to drag
The layer information
Special operations
Design principle
Breakthrough
Architecture
Dynamic Service
Step by Step
Companionship
Personalized Use
Tab layout
TAB：My
Digital identity
Order management
Social interaction
Accoutn info / Name / Tags / Points / Mileage / Coupons
Visited stations / Props / Likes / Badges
Avatar editing
Orders / Wallet / Customer support / Settings
User ranking
VPA settings
1
1
2
2
3
3
4
5
6
5
6
4
Oasis map
Promotion area
Oasis Achievements
Check in status
Mission reminder
Comments / Likes between friends
TAB：Oasis
Various operations based on the oasis map
Newest missions / activities
Voice assistant
The records of recently visited stations
Apply for a new station
All the stations I have visited
1
2
3
3
4
6
5
4
5
6
1
2
2
3
5
4
4
5
3
TAB：GO
Requesting entrance
Dynamic Service Flow
Promoting banner
Different choices of requesting RoboTaxi
Ride-hailing functional area
Process Tips
Service Card
Humanized greeting, can be reserved for promoting banner later
Various taxi options such as taxi and theme tours, security center, notification service
Use RoboTaxi right now
Reserve a car
For special use
Theme tour
The virtual assistant's tips and guidance make the entire service more heartwarming
Provide dynamic service cards based on the different stage
1
1
High Fidelity Pages
Tab: Go
Tab: My
Tab: Oasis
Other detail pages
Edit avatar
Achievement
Gamified navigation
Theme tour
Ride core function
Splash
Dynamic service
Decoration stations
RSE information architecture
Tool Bar
Provides users with a quick access to services. Click on it to enter each service categories
Carries two types of information:
System notification
Voice interaction
Navigation Bar
Provides brief information of the entire trip, informing users of important services in advance
Communication Zone
The layer information
UX design principle
Familiarity with
Existing Product
Consistent Layout
Flexible Services
Fewer and Effective
Operation
HMI Design
Functions of HMI TABs
HMI
Dynamic service cards
Oasis entrance
Service Center
Voice dan’mu
Switching map mode
TBT navigation information
Oasis
Enter the application
All Apps
FM
Songs
Music
Safety guide
Call customer service
Emergency operations
Security center
Air conditioning
Adjust screen brightness
Adjust the volume
Switching themes
Quick control
Wake up voice
Voice notification
Expand for more information
Trip Overview
Start trip
Switch language
Identification
6 Tabs (Service Center, Oasis, Music, Security, All Services, Quick Control) clearly deliver diversified in-car services and build a new scene of interaction
Tab layout
TAB: Service Center
TAB: Oasis - Map mode
Oasis live view
TBT information
Services cards
Voice bullet (dan’mu)
Communication Zone
Communication Zone
Tool Bar
LBS services
Navigation Bar
Service Center / Oasis / Music / All Apps / Security Center / Quick Control
Travel Information / Upcoming Activities / User headshot
1
1
1
2
2
3
3
4
4
5
4
5
5
2
3
Swipe left to discover more
1
2
3
5
4
4
Listen
Like
Sent
Supports 2 types of operations：
Expand Navigation Bar
Click the avatar to view information about the trip and the rewards received
In the expanded state, each node can be clicked to see more introduction
Swipe down to fold (defult)
Navigation Bar
Swipe up to expand
Page Flowchart
High Fidelity Pages
Tab: Service center
Tab: Oasis - Navigation
Tab: Oasis - Map
Splash page
Voice bullet
Easter egg
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