Embark
Embark is a rideshare app and responsive website geared toward older adults. Embark includes features such as; clear account setup instructions for those who may not be technologically confident, the ability to share ride schedule and location details with emergency contacts and the option to alert driver to the riders mobility or other accessibility challenges.
my role
ux researcher & designer
tools
user interviews usability study, Adobe XD, Miro
duration
2 weeks
The Challenge
There are currently no rideshare apps or websites that focus on the specific needs of older adults. Senior citizens, especially those with mobility concerns or early stage cognitive decline, may not be able to drive themselves any longer but still need to get to their daily activities
The Outcome
Embark seeks to offer a clear and easy to use experience for seniors with the unique property of allowing the user to alert the driver to specific needs as well as being able to alert family and caregivers to the details of their trip
User Research
Objectives and Goals
explore the challenges older adults experience with available rideshare apps
discover how to make the process of procuring a ride more accessible
Research Tools and Methods
Competitive audit
User interviews
Usability study
“how might we”
persona creation
user journey mapping
Competitive Audit
A competitive audit revealed that there is a large gap in rideshare services offered to senior population. There are not a lot of options for users with accessibility needs and often they need to set the rides up far in advance. None of the apps offer clear ways to coordinate location services between two users or allow a family member to set up rides. Safety alerts. None offer the ability to notify driver of special needs, such as the rider being hard or hearing, etc.
Understanding User Needs
User Interviews
5 user interviews
Through speaking older adults in the early stages of dementia and their spouses, I learned that the loss of the ability to drive is very frustrating. I observed that many older adults are hesitant to use a rideshare service. They indicated that this is because of safety concerns, confusion about the process and technological challenges. Because of this, seniors often take public transportation or traditional taxis - despite the fact that these modes of transport can often arrive off schedule and offer no specific safety features.
Pain Points
Technology
some users are very confident in using technology, mobile apps and websites while others indicated concern over needing help with these things.
Accessibility
users indicated they feel frustration and anxiety about how their accessibility needs may make them vulnerable.
Safety
users expressed fear about being in the car of a stranger. This same fear was not identified when riding in a traditional taxi or public transportation.
How might we….
help older adults get where they are going?
help people with dementia find safe rides?
help people who can no longer drive maintain their autonomy?
simplify the caregiver’s role in scheduling a ride for loved one?
make rideshare apps more accessible?
decrease stress and increase safety?
Personas
Henry
Henry is a busy older adult in the early stages of dementia who needs access to a rideshare service because he is no longer able to drive himself but needs to get to his daily activities
Joan
Joan is a teacher and the wife of a person with early stage dementia who needs a supportive rideshare app because she wants to schedule rides for her husband so she knows he is safe and able to go to his activities while she is at work
User Journey Maps
Ideation
My ideation exercises focused of the gaps identified in my research, specifically usability for people not comfortable with technology, making the rider feel safer and supporting the user’s cognitive or physical challenges
Digital Wireframes
After ideating and drafting some paper wireframes, I created the initial designs for the Embark app.
These designs focused on making scheduling a ride as clear as possible the safety feature identified in the user research.
use of simple and direct language
Safety feature: ability to share location with family or friends
Low Fidelity Prototype
To prepare for usability testing, I created a low-fidelity prototype that connected the user flow of booking a ride.
Usability Study Findings
Simplicity
Users indicated they would prefer few steps in the ride booking portion of the user flow
Profile
Users wanted more direct steps in their profile set up which lead to adding a sequential profile setup with one task per page
Accesibility
Users requested larger fonts button and the use of icons
Wireframes Version 2
After the initial usability study of the Embark wireframes I decided to change the procedure so that the user would enter more information in the initial profile setup, thus creating less steps when the user wants to proceed through the flow of reserving a ride.
Mockups
Users indicated they would like to add more data and preferences in their initial profile creation which would lead to fewer steps when actually booking a ride.
A sequential profile creation process was added so users could update contacts and preference on the front end and eliminate the need to do so when booking a ride
Further Iterations
Additional design changes included adding specific options riders could select regarding their accessibility and what they wanted to alert their driver to
Final Design
High-fidelity prototype
The high-fidelity prototype followed the user flow of creating a profile and then having the user book a ride for themself.
Responsive web design
I also created designs for a corresponding website. The designs for screen size variation included mobile, tablet, and desktop. I optimized the designs to fit specific user needs of each device and screen size.
retrospective and next steps
There is a significant need for a simple rideshare app geared toward seniors. Users spoke positively about the ability to set up a ride without having to consult a “techy” friend or family member. Users also appreciated the streamline approach and focus on safety and accessibility.
Conduct further user research on the usability of connecting the calendar to on the user’s mobile device to the Embark app
Conduct further research on the usability of a family member or caregiver setting up rides for their loved one and using location tracking services for safety