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UX case study — Redesigning truck hiring app in Bangladesh
TruckLagbe is the largest online truck booking platform in Bangladesh to hire pickup, Truck, Covered Van or Lorry for business or personal use through the app.
In this article, I will share how I designed a successful app that replaced the traditional way of hiring trucks.
Disclaimer: To comply with my non-disclosure agreement, I have omitted and obfuscated confidential data/matrics in this case study.
I joined Truck Lagbe as a Product Designer(UI/UX) back in Jan 2019. We already had a Shipper app, and the company wanted its redesign.
Before diving straight to redesign I had to understand how the truck industry works and who are the users! So, I tried to gather as much information I could from inside and outside of the company. Thankfully, my colleagues were very supportive. I always had enough access to everyone.
I had a lot of sessions with the CEO to find the answers like: What’s the main purpose of Truck Lagbe? Where do we want to be in six months, a year, or even five years from now? etc.
We defined the long-term goal as More trip booking & user retention
Understand user’s context & needs
- Where are they physically?
- Is there a trigger event causing this need?
- How much time do they have
- Are they on a specific digital platform? (Ex: Tiktok, Facebook Uber, Pathao)
- What emotions do they experience?
Methods we used
- Survey (Google Doc) — A set of questions that can be filled in less than a minute.
- Phone Conversation: Usually takes 5–10 min.
- 1–1 Conversation: 30 min discussion
We always wanted to talk to our clients in a way that made them feel comfortable. We used to call them — Bhai (Brother). Our conversation setting was always casual.
The purpose of this was to understand their expectations and struggles. We always encouraged them to say whatever he wants directly.
We discussed the highlights from user research. Cross-matched feedback with existing users' data. In the end, we prioritize the issues. Once we have explored the issues. We need to prioritize and choose from them.
Here are four considerations that helped us to prioritize the issues.
- Value for the user — How satisfying this solution for users.
- Potential Revenue — How well this solution is for users
- Implementation Effort — How hard it would be for the company to build
Prioritized the issues as follows
- Significant user drop in the login process.
- Difficulty in finding the desired location
- Difficulty in finding desired trucks or their category
- Driver/owner’s rough behavior with shippers
- Used to wait for price from point A to B
- Shipper can’t ask for extra value-added services
- Unattractive User Interface
- Can’t input multiple drops
We involved our users in every step.
We created a basic storyboard so that everyone can get a better idea of how the design will look. This is for quick understanding and to make it easy to remember
Then we started wireframing the process which helped us in making things more tangible. For early testing, we converted our wireframes into clickable prototypes and gathered feedback from few users.
User Interface Design
I turned the wireframes from low-fidelity to high-fidelity screens. For designing the pixel-perfect screens. We also make a clickable prototype and gathered feedback from targeted users. We involved our users in every step. We iterated quickly, focusing purely on interactions and process flows.
Interface Design Tool: Figma
Version Control: Figma
Clickable Prototype: Invisionapp
We didn’t have any UX Writer so, we did it by ourselves. Here is an article by Nick Babich that will help you to fine-tune your UX copywriting.
We wanted to humanize the design. So, we hired an illustrator & animation designer to create some basic stuff for us.
Collaboration with Tech Team
Figma removed all the bad parts of collaboration and gets everyone on the same page. Commenting, link sharing & multiplayer all in one. As well as used Google Meet for discussion.
We hosted user testing sessions. It’s minimal. The target outcome was to validate the new designs and to better understand the mindset and browsing behavior of users. Then used to iterate them based on the feedback,
Usually, we conduct user testing with 5–7 users. Roughly 45 mins per user.
- Welcome (5min): First we welcome our users by offering them snacks. Then start explaining how the test will work so the participant knows what to expect
- The Questions (5min): We ask participants a few questions about themselves. It helps put them at ease and gave us an idea of how tech-savvy they are.
- The task(30min): This is the heart of the test. Observing the user try to perform a series of tasks. We asked our testers to “think out loud” as they actioned the tasks. We instructed them not to worry about right & wrong. Assured him we are not testing the user. We were simply testing whether our design was working properly or not.
- Probing(5min): After the task, you can ask the participant questions about anything that happened during the task
- Wrapping: Finally, we thank them for their help and say goodbye.
Final Design (Explainer Video)
- Made the login process easier. Just enter your mobile no, verify through OTP. Done! Login via social/email
- Integrated google maps & made location selection easier
- We noticed that ports were being used frequently in location but ports were not easily recognizable from google map address. So we made a separate port selection for easy access
- Customers can save addresses & can see recently used addresses
- Multiple stop locations
- 3D truck images with proper details so that even a new user can easily select a truck
- Hire a truck in fixed-rate pricing
- Hire a truck for the Whole day
- Book Round Trip (Updown trips)
- The shipper can select additional services according to their needs (Labor, extra weight, etc.)
- Prioritize favorite driver
- Block Driver
- A new user interface
- Reduced the learnability curve
The reviews are good so far. There are still a lot of things to do.
👨💻 Downloads: 100000+
🏆 Reviews: 2100+
🌟 Rating: 4.5
Coming up with a solution isn't enough. We had to show its success with data/matrics.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential data/matrics in this case study.
Normally, measuring success includes defining metrics (KPI) we want to measure the number that would be considered for success. Here are some example metrics we used to measure the success of the redesign
- Task completion rate — Percentage of the correctly completed task
- Task completion time — the time it takes for the user to complete a task
- Engagement — How often users are interacting
- Retention — Persuading the user to use again
- Revenue — Is the product making money?
Finally, we designed a successful app that replaced the traditional way of hiring trucks. We didn’t have the luxury to hire a specialized person for every UX role. We had time constraints, we had budget limitations, we failed, we raised. In the end, we made it.
We believe failing is learning. If we’re not failing, we’re not doing it right
We’re Hiring Product Designers, Product Managers. Join the team if you think you are a good fit.
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UX case study — Redesigning truck hiring app in Bangladesh was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.