DiDi Plus
Accesible, Convenient and Secure Transportation Experience
We developed a design strategy to create a new service for the platform, addressing specific needs from people who use public transport regularly in Mexico City.
We developed a design strategy to create a new service for the platform, addressing specific needs from people who use public transport regularly in Mexico City.
User Experience Researcher
4 Months
Daphne Hernandez
Dafne Morales
Mariana Pasillas
Joanna Wolff
User Research
Visual Design
Design Systems
Product Strategy
→ Public transport users in Mexico City often struggle to find available seats, especially during peak hours
→ Currently, these platforms operate based on variable fares, which fluctuate depending on factors like traffic and demand, often resulting in increased prices
→ Due to well-publicized incidents, trust in these services is low in the Mexican market. Many people, particularly women, fear encountering security issues with drivers
Public transport is overstretched, leaving commuters with limited alternative options for affordable, high-quality transportation services.
Allocating a significant portion of your income to routine transportation expenses without seeing a corresponding improvement in service quality can be frustrating for users.
The most prevalent security concerns involve robbery and sexual assault. The government has attempted to address these issues by installing security cameras and increasing the number of security officers in transportation vehicles. However, providing timely solutions for every incident report remains challenging.
These insights emerged from comprehensive primary research, offering valuable perspectives
For many, finding a seat on public transport isn't a concern. But for elders, expectant mothers, or parents with young children, it's crucial. The absence of seating not only breeds insecurity but also heightens the risk of accidents.
The challenge with private transport pricing lies in its inconsistency. While some may consider these services, the unpredictability of fares dissuades them. Implementing a fixed fare system could address this issue effectively.
Transportation apps have tackled security concerns by integrating emergency buttons. However, users often lack awareness of these features or how to use them efficiently.
While many Mexicans are considered late adopters, we needed to identify their familiarity with user interfaces. Despite their aversion to complex apps, we found that they are quite adept at using Facebook and WhatsApp
We analyzed existing products in the market, categorizing them based on whether they belong to private or public transportation on the x-axis. The y-axis represents the fare type, distinguishing between dynamic and fixed fares, with prices increasing as you move up.
We've made a strategic decision to tailor our product approach to target a specific user group, and here's our rationale:
This age demographic represents the smallest subset not only within all DiDi users but across all digital ride-hailing platforms. Moreover, they are more likely to rely on routine transportation for specific routes, although not on a daily basis but potentially a couple of times a week. Our aim is to cater to individuals who can afford a slightly higher price point than public transportation, offering them a convenient alternative. Additionally, we're focusing on users who may not be technologically adept, as there's currently a gap in the market for services tailored to this demographic. Despite a significant percentage of Mexicans identifying as non-tech-savvy, inclusive solutions for this population segment are lacking, and we're committed to filling that void.
36 years old
Restaurant Manager
She lives with her mother and her 2 year-old kid
She uses public transport daily to go to work and take her daughter to daycare
-She appreciates when someone gives her and her daughter a seat
-Fixed fares for public transport is a relief for her economy
-She loves the wide public transport network
-Not finding a seat in public transport when carrying her daughter
-Having the uncertainty of waiting for an available bus
-Too many people riding on a single transport makes it less safe
We sought to understand people's perceptions of DiDi and compare them with the importance users attribute to various aspects of the service. This comparison allows us to identify alignment between user perception and priorities, informing strategic decisions for enhancing user experience.
We designed an alternative ride-booking option for non-tech savvy users.
By using a chatbot-like interface, we made the process easy and familiar, ensuring accessibility for everyone.
