Context
Incentivize first-time passengers to choose DiDi Luxe over other ride-hailing services
In 2023, I interned at DiDi Luxe department as a UX Designer, collaborating with the team to launch the first-order service, aimed at providing an unforgettable experience for first-time passengers.
What I did?
Redesigned the customized service feature on the app to enhance usability and improve user engagement.
Created a physical welcome card from concept to final product, delivering a memorable first-time user experience.
Designed the hero image, banner, and pop-up window for the first-order marketing campaign.
Understanding
Users
Limited personalization
Lack of luxury appeal
Too many interaction steps
Basic information only
We conducted a thorough analysis of our routine quarterly user research using user journey mapping to identify pain points within the current app interface, revealing several critical issues affecting the overall user experience.
Pain points
Stories of using DiDi Luxe for the first time
We value:
It was raining after work, making it difficult to get a regular ride. Because of the long waiting time, I had to pay extra for DiDi Luxe.
Situation driven
I wanted to create some special memories for our date, so I tried to surprise her with a DiDi Luxe ride.
Experience driven
I heard about DiDi Luxe on social media and thought it looked quite interesting, so I decided to give it a try.
Curiosity driven
Common characteristics
Willing to pay for high-quality services
Passengers are usually willing to pay extra fees to receive services beyond the norm. They appreciate the value behind the service, including time savings, travel comfort, and unique experiences.
Attention to detail and personalized service
Passengers have high requirements for personalized services such as the atmosphere inside the car, and the professional competence of the driver. These users hope that every detail can enhance their experience.
The demand for technology convenience
DiDi Luxe passengers hope to enjoy a smooth appointment process, clear vehicle information display, and personalized options through the DiDi app, making the entire experience seamless and efficient.
DiDi
Timeline:
Apr-Jul 2023
Team:
2 UX designers
1 Product manager
1 Marketer
My Role:
UX Design
UX Research
Product & Visual Design
Tools:
Figma
Photoshop
Illustrator
Pen & Paper
1
Task I
Redesign the customized service feature to improve usability
BEFORE
AFTER
We started the redesign by conducting a detailed review of user feedback and performing an analysis of the existing interface. This process revealed several key visual issues, such as unclear vehicle images and poor visual hierarchy that made essential information difficult to identify.
Visual Optimization
Problem 5
The price draws more attention than the car
Problem 4
Hard to distinguish different types of cars
Problem 1
Rigid picture and overly bright color
Problem 2
The chauffeur icon is not visible
Problem 3
Bad visual with with two-line text
Hero image
Pop-up window
Banner
I collaborated closely with the marketing and operations teams to design visual assets for the first-order service marketing campaign. Given a tight two-day deadline, I was tasked with creating the hero image, pop-up window, and banner, ensuring a clean, elegant design that aligned with the brand’s identity.
Design hero image, pop-up window and banner
3
Task III
2
Task II
Craft first-order physical welcome card
According to the REWARD EFFECT, when people receive benefit such as discounts or points after using a product or service, they tend to develop a more positive feeling and attitude towards it. This will motivate them to be more willing to use or recommend that product or service again. Therefore, we planed to design such reward that delivers a personalized and memorable experience, motivating users to engage with DiDi Luxe again.
Concept
What kind of “reward” should we offer our passengers?
A welcome card with a coupon and an introduction to DiDi Luxe
To this
From this
Physical Product
Physical experiences are easy to engage with
Next Ride Coupon
Attract the next ride with cash incentives
Concise & Interesting
Align with the brand's identity while making it engaging
Easily Stored
The chauffeur need to store it in the car
Sketches
Card shell-Front
Tear-off design
Hot stamping
Card shell-Back
Hot stamping
Internal design after tearing
Card-Back
Card-Front
Coupon
QR code
Intaglio
printing
Design
After multiple internal discussions and votings, we then negotiated with suppliers regarding the production budgets for different card designs. Ultimately, we selected one as the final design.
The chosen design balances simplicity and interactivity, featuring a concise layout with subtle details and a personalized message. With carefully selected materials and colors, it aims to create an engaging and memorable experience for first-time users.
SOP (Standard Operating Procedure) For First-Order Service
We worked along side with training personnel to revise the SOP for chauffeurs, specifically tailored for passengers using DiDi luxe for the first time, to serve as a guide for the chauffeurs. The guide provides detailed instructions for offering a premium, personalized experience before, during, and after the ride.
Feedbacks
After the successful launch of the welcome card, we received some positive feedbacks on social media.
Users shared their appreciation for the card's thoughtful design and the personal touch it brought to their first-ride experience.
Many users mentioned how this made them feel valued, special, and surprised.
User Flow Refinement
We mapped the existing user flow and identified pain points through user feedback and testing. Based on the insights, we restructured the user flow to simplify navigation, add new features, and make important features more accessible, ensuring a smoother and more intuitive experience for users.
BEFORE
AFTER
Added Feature
Deleted Feature
Retained Feature
1
2
3
4
Enables users to quickly convey information and reduces input time. The option to choose from existing defaults or input custom content caters to various needs.
4
Clear explanations for each option boost user confidence when making choices. The "Remember" option eliminates the need to repeat selections.
3
Allows user to view all vehicles simultaneously and reduce the time spent on repeatedly scrolling through options, facilitating faster decision-making process.
1
Helps user better understand the selected vehicle, reduce uncertainty in the selection process, and improve navigation convenience with the entrance button.
2
Based on user feedback, we noticed that redesigning customized service feature should be our priority
The interface update is perfectly timed to launch alongside the first-order service
My Takeaways
Learned to balance creative design idea with real-world constraints such as time, budget, and shifting priorities. Make strategic decisions and compromises while still delivering effective and solutions.
Balance design ambitions with practical limitations
Design is a continuous process of improvement. With each iteration, new insights emerge, prompting further refinement. By staying open to change and focusing on user needs, there’s always room to make the experience better.
Design is never truly finished
© 2024 Talia R
taliaren0826@gmail.com