Kiran Arshi, Product Designer

Introduction

Industry: Transportation

Role: UX/UI Designer

Challenge: Create a one-page website that tells the story of the 2017 Hult Prize winners, Roshni Rides, a ridesharing service in Karachi, Pakistan that strives to connect female commuters to more opportunities.

Target Users: Female employees or students, businesses, universities, and drivers in Karachi, Pakistan 
‍
Process: Requirements, Research, Design, Develop

Understanding the Problem

Design Brief: We kicked-off the project with a design brief meeting, where we learned about our clients' target users, brand, and goals. They educated us on Roshni Rides' mission and the problems they were working to solve:

1) Mobility gap: In Karachi, women are 4 times less mobile than men, which sets them up for fewer opportunities.

2) Gender inequality: In 2016, the World Economic Forum's Global Gender Gap Report ranked Pakistan as the second lowest country for gender equality out of 144 countries.

Ideating Solutions

Goals:

1) Tell an engaging, one-page story about Roshni Rides' ridesharing service and its mission to bridge the mobility gap in Karachi.

2) Create one design for 2 different user types: commuters and businesses interested in partnering with Roshni Rides.

3) Create an interface that is visually interesting but professional.

Creating the First Draft

Winning Ideas:
‍
1) Illustrations to help tell a story and reflect a consistent and professional standard.

2) Prominent call-to-action for prospective business partners to connect with Roshni Rides.

3) One-page sticky navigation to guide users and allow them to jump to specific sections.

Client Presentation

Feedback:
‍
1) New brand guidelines: Upon the completion of our first wireframes, Roshni Rides introduced new brand guidelines, which we needed to reflect in our designs.

2) New user persona: The team overlooked the use-case of drivers, who also needed the ability to connect with Roshni Rides for job opportunities.

3) New & simplified content: The clients added new content and agreed to simplify some of the longer text.

The Final Design

What We Built: 
‍
1) A new, minimal illustration style with a more professional feel.

2) A problem-solution format that communicates a complex issue in an understandable way.

3) Stronger call-to-action sections with simple, easy forms.

4) Hover effects and micro-interactions to make the page engaging.

Conclusion

Challenges:
‍
1) One-page format: Communicating a lot of information without making it overwhelming required us to give extra attention to layouts and copy.

2) Brand guidelines: Not having the guidelines in the beginning of the process made us steer in a very different visual direction for our first draft.

3) Testing: We didn't have resources to conduct usability testing or A/B testing, which prevented us from thoroughly validating our designs.
‍
Final Steps:

When the design was approved by our clients, we handed all assets to our development team, working closely with them to ensure that the design is implemented perfectly.