Oya! User App

Project Timeline

4 months

CaseStudy User App

Intro

Oya! is a platform committed to providing seamless mobility experiences for road travellers. Oya!’s tagline "let's go" reflects its commitment to providing efficient transportation solutions that enable travellers to get to their destination with ease. Since 2016, Oya! has onboarded 9 transportation service providers and facilitated over 2 million customer trips across Ghana. Oya!’s consumer app is available on both iOS and Android.

Challenge

Oya! started as an online bus booking and ticketing platform. As its user base grew, feedback indicated that the needs of travellers transcended bus booking and ticketing. It became important to enhance Oya!’s in-app experience through product discovery to launch new features and overhaul existing features such as onboarding.

Goals

Through user research and a collaborative effort with a product manager, engineering lead, stakeholders and the operations team, I set the following goals:

  1. Improve the onboarding experience: New users were not exposed to the benefits and full capabilities of the platform after they signed up. This had an implication on the overall user experience.

  2. Transform the booking experience: Booking was only limited to when users were ready to take a trip. This served as a barrier to advanced booking and trip planning, marring the booking experience.

  3. Enhance safety and satisfaction: Users had to manually update others about their trip location. Additionally, they did not have the opportunity to rate their drivers and give reviews on trip safety. This reduced visibility on the quality of service by the Transport delivery partners.

USER RESEARCH

What users were saying

After conducting initial interviews and research, the following are what people were saying:

  1. “ I'm always worried about updating my family and friends on my location when I travel. It would be great if the platform had a feature to do that automatically. “
  2. “ I wish I could plan and book my trips in advance instead of waiting until the last minute. “
  3. “ During my last trip, my driver kept over-speeding, but at the end of the trip, I had no channel to give my feedback or rate my experience. It would be nice if I could easily give my feedback on the driver and overall trip experience. “

My Role & Approach

As the sole UX designer, I initiated a series of interviews and discovery sessions to fully understand and document the pain points of OYA's users, stakeholders, and station officials. I employed an iterative approach, making refined changes as I learned more about the users' needs and expectations.

CaseStudy Role

HIGH FIDELITY DESIGNS

Onboarding

These screens were created to showcase full benefits of the app such as ease of travel, package delivery, and joining buses mid-route, to ensure a seamless and enjoyable travel experience.

CaseStudy Onboarding

Main App

The main app design features a user-friendly interface that allows users to easily access key features such as booking trips, bus rental/hiring for events and sending packages. The colour scheme and typography were carefully chosen to create a visually appealing and cohesive design. The layout was designed to prioritise important information and provide a seamless user experience.

CaseStudy Home


CaseStudy Advance


CaseStudy Sharing

Mockups

CaseStudy Overall

Business Imapct

CaseStudy BusinessImpact

Take-aways

Despite the complexity of the project, I prioritised user-centricity through extensive research and consulting to ensure a successful outcome.

  1. Research can be a lengthy and a demanding process.
  2. Being proactive, starting with assumptions and gradually validating with facts can help maintain a steady production rhythm and keep the project moving forward.