Revamping Map Feature : Leveraging Existing Research Data with Cost and Technology Constraints

Role

Role :

UI/UX Designer

Platform

Platform :

Android & IOS

Timeline

Timeline :

May - August

WHAT HAVE I DONE, SPECIFICALLY

Researcher & Designer

I conducted desk research, analyzed previous research findings, created Hi-Fi designs and detailed interactions, deliverables, and measurements.

Design Strategy

Collaborated and discussed with the development team, asking for input from the team, and negotiated to balance the design with user needs, business goals, and technical issue.

BACKGROUND

Viuit is an on-demand service application that offers various services such as food delivery, transportation, parcel delivery, and shopping, with additional social media features that make it fun and interactive for users to make food or product purchases. Currently, ViuiT has successfully operated in several cities in East Java and has thousands of loyal users.

As a delivery app, the map or "Map" feature is crucial in the ordering process as it helps users pick locations accurately.

PROBLEM CHALLENGES

PROBLEM 1

User Needs : User have difficulty choosing a location point on the map

Based on survey data and reviews on the playstore, users have difficulty choosing a location point on the map, because when they click the pin map point, it is less precise to the location point.

PROBLEM 2

Technology & Business Limitation : Using the user experience like other similar applications is a cost constraint for development in business teams.

Viuit had business challenges and project time constraints that made the performance of the map feature, unlike the standard usage of maps. So, using the user experience like other similar applications (Gojek & Grab) is a cost map constraint for development in business teams.

GOALS

GOAL 1

Precision Improvement

Enhance the precision of selecting a location point on the map. This involves making it easier for users to pinpoint their desired location accurately.

GOAL 2

Efficiency in Development

Explore ways to keep efficiency development in business without compromising on the quality of the user experience.

IMPACTS

Enhance the precision of map location selection and simpler user interaction compared to the previous interaction, without undermining the efficiency of the cost map.

Click rate location

Expectation : Increase

Before Revamp

0.2%

8-14 May 2023

After Revamp

3.6%

16-22 August 2023

Click rate choose list location

Expectation : Increase

Before Revamp

0.6%

8-14 May 2023

After Revamp

0.68%

16-22 August 2023

Abandonment rate

From flow open map to choose list location

Expectation : Decrease

Before Revamp

56.41%

8-14 May 2023

After Revamp

14.08%

16-22 August 2023

Adaption Complaints

Expectation : Decrease

Before Revamp

4

After Revamp

2

Here, The Process

Understanding - Define - Ideate & HiFi - Measure

Here, The Process

Understanding the problem

A. What Happened?

Every quarter, my team and I conduct evaluative studies (survey) to gather feedback from customers regarding Viuit service. Besides, we also evaluate Google Analytics on journey user experiences monthly.

By survey finding Q3 2022 - Q1 2023

4 participant complaint about inaccuracies when pick locations on the map

By Analyze Google Analytics

The initial hypothesis of the problem in the map is the user's difficulty in pick a location using a pin location (click rate 0.2%), which then impacts the list locations, so that leading to a higher abandonment rate (reducing the rate from the starting page to the final destination page).

0.2%

Click rate pick location (week)

0.6%

Click rate click list location from hit location pin (week)

56%

Abandonment rate (week). From flow open map until chosen list location

Notes: - The data above was taken a week when there was no significant marketing program. - Click rate and average time data are taken from all pages that have the feature to select a location from the map in a week.

B. Why are user complaints about the map's location selection?

Conducted UX Audit specifically step-by-step evaluation to identify UX issues at flow pick locations on the map.

Interaction to explore locations on map is difficult and effort for the user to pin location point precisely.

The interaction between the finger area and the screen tends to make it less accurate in clicking the right point.

C. Hearing from business and developer teams regarding restricted technology in map services

From a technical point and business of view, at the moment they are not able to offer advanced map features like other on-demand platforms. This technical limitation occurs because any movement on the map will trigger an address request to Google's map service, which may result in additional costs in using the map service. Therefore, they are holding back in applying more advanced map features with map drag interactions in the application.

So that, the problems are…

Users have difficulty choosing a location point on the map, because when they click the pin map point, it is less precise to the location point. If using the user experience like other similar applications is a cost constraint for development in business teams.

Users have difficulty choosing a location point on the map, because when they click the pin map point, it is less precise to the location point. If using the user experience like other similar applications is a cost constraint for development in business teams.

Users have difficulty choosing a location point on the map, because when they click the pin map point, it is less precise to the location point. If using the user experience like other similar applications is a cost constraint for development in business teams.

Take “How Might We” and define metrics

How Might We

How might we simplify and fast the process for users to pinpoint a precise location or come near it?
How might we keep efficiency development in business without compromising on the quality of the user experience?
How might we inform the user about an update experience for pin determinng a location on the map?

How might we simplify and fast the process for users to pinpoint a precise location or come near it?
How might we keep efficiency development in business without compromising on the quality of the user experience?
How might we inform the user about an update experience for pin determinng a location on the map?

How might we simplify and fast the process for users to pinpoint a precise location or come near it?
How might we keep efficiency development in business without compromising on the quality of the user experience?
How might we inform the user about an update experience for pin determinng a location on the map?

Success Metrics

Increase click pick location

Measuring the user take location (pin point) at map. If there is an increase, it indicates that user easy to determining pick location at map.

Decrease Abandonment rate from flow open map to choose list location

Measuring the level of users doesn't continue from the previous flow to the next flow. This metric is related to the click rate choose list location, but the value is the opposite. If the abandonment rate from opening the map to choosing a location list decreases, it indicates that after determining the location pin the user can easily and confidently choose the suggested location.

Decrease adoption complaints

Measuring user complaints in using maps in the Viuit application. If complaints about the pick from map experience decrease, it indicates the user has reached his goal in choosing a location from the map easily and precisely.

All metrics above were evaluated 2 month after launching the new user experience of map feature in Viuit, as assessing it within the first week may result in biases from users still learning the new experience and not in marketing programs.

All metrics above were evaluated 2 month after launching the new user experience of map feature in ViuiT, as assessing it within the first week may result in biases from users still learning the new experience and not in marketing programs.

Ideate and Design

Ideate and design for HMW 1 & 2

How might we simplify and fast the process for users to pinpoint a precise location or come near it? But still keep efficiency development in business

I adopted the usual map-drag behavior because the experience is easier and the user doesn't have to try to learn anymore.

For hit google map location, we still adopting our team's previous technology, by clicking on the location pin, because this experience can reduce or save on map costs when pick a location from the map. (This idea has collaborated with the developer team in our daily sprints).

I adopted the usual map-drag behavior because the experience is easier and the user doesn't have to try to learn anymore.

BEFORE REVAMP : USER FLOW CHOOSE LOCATION ON MAP

AFTER REVAMP : USER FLOW CHOOSE LOCATION ON MAP

Ideate and design for HMW 3

How might we inform the user about an update experience for pin determining a location on the map?

The user experience of ViuiT's newest map feature is slightly different compared to other on-demand applications. Therefore, it is important for me to provide users with information about using ViuiT's maps feature.

Detail Experience

Pick location easier just by dragging the map

Previously, the user experience in changing the user's location had to click on the map area which often made it difficult for users, especially those with wide or large thumbs, so in the new user experience the process becomes easier just by dragging the map to set the expected location point.

See prototype

Reduce Google Map service costs by avoiding direct location search when moving the map according to location points.

In the new user experience, pick a location from the map, after dragging the map according to the location pin, the user must click the "Pilih Lokasi Ini" button above the location pin which will then immediately hit the location.

See prototype

Small revamp the icon pin

The "pick up location point" Icon area is more pointed than the previous design, aiming to help determine the location point more accurately, precisely and increasly user visibility.

Before

After

Testing and Impact