Waymo
Designing a Feature to Support Users and Business.
Overview
In response to the evolving challenges faced by Waymo users, particularly related to cost concerns, this study aims to explore and propose a comprehensive solution. By focusing on the user experience and the competitive landscape, the goal is to enhance Waymo’s cost-effectiveness, establish it as the preferred choice over competitors, and ensure continuous profitability.
The proposed solution involves the introduction of a subscription model, addressing user pain points and positioning Waymo as a sustainable, cost-saving alternative to traditional car ownership and other rideshare options.
I designed a feature that addresses Waymo’s user concerns comprehensively, ensuring a user-centric and competitive solution that aligns with current market challenges and trends.
My Role → UX / UI Designer
Tools → Figma, Canva
Scope → 6 weeks
How We Found A Solution
Research & Data Collection
I began the process by defining the mission: to understand the pain points for people interested in using robo taxi services. To better understand the industry and user mindset, I decided to use qualitative analysis methods by analyzing 20+ forum threads, like Reddit, and various articles about the growth and challenges of the industry. This was significant in my understanding of robo taxis on a much larger scale.
I determined to focus on these guiding statements:
- Users may benefit from a price structure change that will incentivize users to frequent the robo taxi app more often.
- Users may appreciate a more consistent price, especially surrounding “surge” pricing with other platforms, like Uber and Lyft.
Furthermore, I researched the rising cost of owning a car. The United Staes is at an all-time high of car ownsership cost, from purchasing to insurance to surges in gas pricing. The United States is up a staggering 14% of total costs in 2023 from just 1 year before. Additionally, the average price to purchase a new car in the U.S. is $49,000, with a 31% increase in price for new cars and a 40% increase in price for used cars since 2020. The average person cannot keep up.
Please reference my sources:
“Charted: Car Ownership Costs in America Skyrocket”
“‘Seismic Shift’: Driving Unaffordable for Many in US for Push for SUVs”
Qualitative Analysis
Below are screenshots of a few threads pertaining to Waymo’s price structure.
Research and Data Collection Findings
After completing the qualitative analysis, I decided to dive deeper into a single subject: a subscription-based model for Waymo. Eight participants were interviewed to better understand user backgrounds, needs, and struggles. These participants varied in ages (22-63 years old), with 50% male/female ratio.
100% of participants claimed they have used or would like to use the Waymo vehicle.
80% of participants stated they own their own vehicle.
100% of participants use rideshare services, like Uber or Lyft, regularly.
75% of participants shared they would rather not drive themselves to work.
The Problem
Waymo users have identified several pain points through online forums and interviews, with a significant emphasis on the cost of using the service. Users report instances where Waymo fares are double those of Uber or Lyft, despite Waymo’s unique advantages such as self-driving technology and non-gas vehicles.
Furthermore, taxi, Uber, and Lyft often charge more for peak times to incentivize drivers to get out on the road to make additional money, however, Waymo still surcharges during peak times even though the vehicles are driverless. These factors raise the question of how Waymo can effectively appeal to users by saving them money, push them to choose Waymo over competitors, and develop a sustainable profit model.
User Personas
Below are the user personas I built based on information received from the interviews and user research.
How Might We...
- How might we enhance the overall cost-effectiveness of Waymo to provide users with even greater savings?
- How might we elevate the unique value propositions of Waymo to make it the preferred choice for users over competitors like Uber/Lyft?
- How might we optimize and innovate Waymo’s business model to ensure sustained and increasing profitability in the long term?
UI Design and Branding
New Subscription Features
After completing the research, I included the must-have features for the new subscription model:
Appeal to a wide-range of users through multiple price options.
Transparency. Clearly state miles, minutes, and days remaining on the monthly subscription.
Ease of usability through simple payment options.
Incorporating accessibility through different language and currency options.
Information Architecture
My next step was to visualize the navigation bar and propose where to place features. I created a site map that summarized where I would place different features within the app. Then, I created a user flow to ensure the feature placements would work well with the overall structure and flow.
Wireframes
First, I sketched out how I envisioned to portray the subscription feature within the existing Waymo application. I envisioned the subscription to be accessible, but not in-your-face. The feature was to help promote existing users to continuously ues the app, without subjecting them to annoying pop-ups or push notifications.
The subscription could easily be found on the “Account” navigation bar, below the “Payment” tab. The intention was to keep like-items together and displaying the Subscription option where it made the most sense. I built the subscription flow to resemble other flows in the app, like the payment flow, but with a distinct look to catch the user’s eye. See below for some of my original ideas.
Wireframes
I completed the lo-fi and mid-fi wireframes using Figma, focusing on the subscription placement. I incorporated the Waymo color scheme and layout.
I decided to add some interest by designing the subscription option page to have a natural shape and filled-in color. Dissecting Waymo’s style guide, I noticed the use of soft edges, round shapes and a fluid flow of block colors. I sketched a round, soft wave feature to accentuate the price per month.
I wireframed in Figma.
Usability Testing
I tested the high-fidelity prototype on twelve participants.
I completed the tests via in-person and zoom interviews. Eight of the participants saw this product for the first time, so I had additional explanations of the product prepared for them. I tested 1 user flow with the goal of 100% success rate and 0% confusion. I wanted the user flows to be well-rounded, so that the users have a full understanding of the app and its capabilities.
The Method:
Zoom & In-Person
The Participants:
n = 12 : Ages = 25-65 Years Old.
The Task:
1. Select a Basic Subscription
Results of the Usability Testing:
Iterations
Throughout the design process, and after the usability test, I completed various rounds of changes to my original design.
1.
I decided to make the onboarding screen a uniform green color, to eliminate the potential confusion of whether the onboarding is complete or not.
2.
After consulting with testers, I decided to alter the onboarding background color. I opted to NOT change the color to green after a user checks off an ingredient or diet. The background will stay orange.
3.
After an ingredient or a diet is checked off in the onboarding flow, it will show on the bottom of the page in a green button. This will help summarize what is chosen before the user moves on.
Final Prototype
Impact
With this case study being a passion project aimed to strengthen the use of robo taxis, I was able to inspire some users in Phoenix to try out the Waymo product. Of course, not through a subscription, but I successfully ignited a curiosty about the brand and possibilty of using Waymo as an everyday way of commuting.
If I had more time...
With more time, I would delve further into the research by conducting additional in-depth user interviews and surveys to gather a broader spectrum of insights. This would involve reaching out to a more extensive and diverse user base, including individuals from different geographical locations and socioeconomic backgrounds. By doing so, I could gain a deeper understanding of how regional variations and economic factors might influence user preferences and expectations.
Moreover, I would explore the potential integration of emerging technologies, such as AI-driven predictive algorithms or smart city initiatives, to enhance the overall user experience. Understanding the evolving landscape of transportation and technology would allow for more nuanced recommendations and future-proofing of Waymo’s service.
Additionally, further usability testing and prototyping iterations could be conducted to refine the proposed subscription model, ensuring it seamlessly aligns with user needs and preferences. This iterative process would involve continuous refinement based on user feedback, making the solution even more user-friendly and effective.
In conclusion, with more time, I would pursue a comprehensive and iterative approach, striving for a well-rounded understanding of user needs, regional nuances, and technological advancements to present a solution that not only addresses current challenges but is also well-positioned for the future of transportation.