Ola is one of India’s largest ride-hailing platforms, offering a wide range of services, including peer-to-peer ride-sharing, taxi services, and digital payments. The mobile app allows users to book rides, track their journeys in real time, and make secure payments, making it a critical tool for millions of commuters. This project focused on evaluating the usability of the Ola app, identifying areas of improvement, and benchmarking it against key competitors to enhance overall user experience and market competitiveness.

UX Design

Problem Solved

While Ola is a leading player in the ride-hailing industry, the app had several usability issues that could impact customer satisfaction, retention, and competitiveness. The project aimed to identify these problems using heuristic evaluation techniques and to provide actionable recommendations for enhancing user experience. Additionally, competitive benchmarking was conducted to compare Ola's features, performance, and user interface with other major competitors like Uber, identifying areas where Ola could improve or gain a competitive advantage.

Process

• Competitive Benchmarking: Compared Ola's app with competitors like Uber to evaluate strengths and weaknesses in features such as pricing, navigation, and user interface.

• Heuristic Evaluation: Assessed Ola’s app using Jakob Nielsen’s 10 usability heuristics, focusing on system feedback, error prevention, and navigation ease.

• Interviews & User Personas: Conducted user interviews and created personas to capture the needs and frustrations of different user segments.

• User Journey & Wireframes: Mapped the user journey to identify pain points and developed wireframes to suggest improvements in key areas like ride booking and payments.

Final Output

Delivered a report with usability findings, user personas, and wireframes for future app improvements, focusing on enhancing navigation and feedback systems.

Link to view all the screens - https://www.figma.com/design/3nLB4oSs3WB0DgpBMLo1vc/UX-OLA?node-id=1-2&m=dev&t=MVItM2lCdroUVbQP-1

Impact Created

Improved user experience, higher retention, and increased competitive advantage through enhanced app usability.

UI Design

OlaNext is an expansion of the Ola project, designed to push boundaries in the transportation and delivery sectors by integrating new-age technologies such as drone deliveries, air taxis, and electric vehicles.

Problem Solved

Urban transportation and delivery services face challenges such as limited vehicle storage, high congestion, environmental impact, and customer dissatisfaction due to inadequate visibility into service options. OlaNext aims to address these issues by leveraging cutting-edge technologies, enhancing both the delivery and commuting experience, while fostering a sustainable approach through electric vehicles and other green technologies.

Process

• Conducted secondary research on air taxis, drone delivery, EVs, and 360-degree vehicle view technologies to assess feasibility and market demand.

• Identified storage challenges in urban cabs, particularly limited trunk space due to CNG tanks, affecting user satisfaction.

• Developed innovative features like Omni-Vue 360, allowing users to visualize vehicle interiors and storage.

• Integrated IoT, AR, AI/ML, and automation to enhance delivery, fleet management, and customer experience.

• Benchmarked with competitors to identify gaps and position OlaNext as a leader in advanced transport solutions.

  
  

Impact Expected

• Enhanced User Experience: Improved transparency in vehicle selection will lead to higher satisfaction and lower cancellation rates.

• Increased Efficiency and Delivery Speeds: Drone and air taxi integration will enable faster, more efficient urban commuting and deliveries.

• Reduced Environmental Impact: A larger electric fleet will decrease emissions, supporting OlaNext’s commitment to sustainability.

• Expanded Market Reach: Integrating diverse transport solutions will make OlaNext a leader in urban mobility, appealing to a broader range of users and transport needs.

  
  

Link to view the wireframes - https://www.figma.com/design/Q9FgYXPbKnm9DPPgIs2RrD/olaNext?node-id=0-1&t=jgHVoS86B0qEIDHe-1

Through this continuation, OlaNext aims to pioneer advanced urban mobility solutions by combining technological innovation with a user-centric approach, setting new standards in transportation and delivery.