T3 Go is one of my freelance projects. It's a then newly launched ridesharing and online hailing platform by Nanjing Leading Technology Co., Ltd. in 2019. The company is a joint venture of China's top three automobile manufacturers of FAW, Dongfeng Motor, and Chang'an Automobile, joined by Tencent and Suning. The first version of the T3 Go mobile app was released then, our design was for the second version, and it had been implemented in few months after we finished.
Our client T3 Go is committed to providing its customers with “safe, convenient, and quality” travel services. All drivers are its employees and all vehicles are self-operated and equipped with a customized network security system.
Chinese UI have been translated into English for better understanding.
Duration
4 Weeks
Tools
Sketch/Figma
InVision
My Roles
User Research
Competitive Analysis
Ideation
UI Design
Client
Team Member
Yangyigfan Ai
Han Xia
Xiyu
Tina
Zikai Ye
Yi Tian
Camelia Wang
To determine the strengths and weaknesses of the T3 Go product, we first conducted a competitive analysis on three major competitors which are DiDi, ShouQi, and CaoCao. Then we were able to highlight all the advanced features of our products which users would care about the most.
Didi is the top rideshare service provider in China and also the world's leading mobile transportation and local services platform. Based in Beijing, the company offers a full range of app-based services to over 550 million users across the Asia Pacific, Latin America, Russia, and South Africa, including taxi-hailing, private car-hailing, P2P ridesharing, etc.
Strengths
- DiDi offers a full range of transportation options, including taxi-hailing, private car-hailing, P2P ridesharing, bus, bikes & e-bikes, designated driving, automobile solutions, delivery, and logistics.
- After DiDi acquired Uber’s business in China in 2016, DiDi users will be able to use its service in more than 1,000 cities across the world.
Weaknesses
- Like Uber, all drivers on DiDi are regarded as contractors and they use their personal vehicle, which means DiDi has weak control on the maintenance and is not able to fully monitor each trip.
- Before the two murders that DiDi drivers conducted in 2018, DiDi had a relatively weak background check process, which leads to potential safety issues.
ShouQi Group (literally "Capital Automobile Group") is the largest taxi and charter bus operator based in Beijing, China. Shouqi Limousine & Chauffeur (Shouqi Yueche) is a nationwide ride-hailing service by the group.
Strengths
- All drivers on Shouqi are the company's employees and the company has its own vehicle fleet, which ensures the quality of service and maintenance and the customers will have a safer experience.
Weaknesses
- The price of Shouqi rideshare services is 30% more expensive on average than DiDi.
- During rush hours, it's harder to request a Shouqi ride because its fleet is still small.
After discussion with the T3 team, gathering the information online, and competitive analysis, we gained a preliminary understanding of the Chinese rideshare market and identified the potential user groups for T3 Go.
18-35 years old
who does not own a car
People who cannot drive under certain circumstances
Ride to / from airports
Ride after drinking
......
Regular rides
Late-night rides
Rides in unfamiliar cities
Commute during rush hour or in bad weather
......
We interviewed rideshare users with various professions in more than 10 cities. Based on the experiences and problems our users encountered when they using other rideshare services, we have concluded many user needs.
Users want safer rides.
Users want to be able to quickly notify the police and their families in case of danger.
If there is a dispute, users want to have enough evidence to protect their rights.
Users wish to meet good drivers and receive excellent service.
Users wish to get a ride faster during peak hours and avoid the situation that some drivers refuse to take orders.
The process of pick-up should be efficient because missed pick-ups happen frequently.
On landing page, T3 users will be informed about two key safety features while they run the app for the first time: 1) T3 Go owns its fleet and all drivers are employees of the T3 Go company, and they all passed tests and background checks; 2) Safety cameras are the default device installed on every T3 Go vehicle, along with multiple physical panic buttons.
To alleviate users' concerns, users will be informed that the T3 Go control center keeps monitoring all trips and plans routes on landing pages and the user will be alerted if the vehicle is off route. So there is no need to worry about the driver changing the route or detouring on purpose to get paid more (which happens frequently in China).
We placed a "safety" button the T3 Go app UI during the trip to facilitate the customers' need to contact the police and emergency contacts in an emergency. On the "Safety" screen, there will be instructions on how to use the physical panic buttons equipped with the vehicle and the user will be able to check the alarm status.
For late-night trips after 11:00 PM, the app will automatically remind you to share your trip with your designated contact or your emergency contact.
