Multimodal Ride-Hailing
Overview
To improve the daily commute for the roughly 4.43 million people who travel from Seoul to the satellite cities, we suggested a shared ride-hailing service that operated during peak hours. Multi-modal vehicle hailing aimed to bridge the transportation gap between the two regions.
Role:
UX/Product Design Strategy & Vision, Mockup Design, Usability Testing, Customer Engagement
Tools:
- Figma
- Sketch
- Adobe Creative Suite
- SAP AppHaus Design Thinking Tool Kits
Problem
In Seoul, approximately 4.43 million individuals commute to the satellite cities on a daily basis, yet there is a dearth of transportation services during peak hours, and the highways are packed with single occupancy vehicle traffic.
Solution
To address the issue of inadequate transportation services during peak hours for the 4.43 million daily commuters from Seoul to the satellite cities, our team proposed a shared multi-modal ride-hailing service. Specifically, we recommended a van-hailing service that could accommodate up to 15 passengers per vehicle. In addition, we proposed a context-based dynamic vehicle matching recommendation system for users, enhancing the overall user experience by providing personalized and convenient transportation options.
UX Research
We conducted 30 user sessions to test the user and driver apps during the UX design phase. We also organized two intensive mobility service strategy workshops, with a total of 37 participants including customers and technology experts, to determine the strategic direction of the service that meets both user values and business objectives. Additionally, I led user research and test sessions with 30 users to uncover key user values and service functionalities.
Design
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Impact
The project was a great success, demonstrated by the commercial launch of the Ta-Da service, a shared Van-hailing service, which quickly became the leading ride-hailing service in South Korea with 1.7 million active users. This success led to the creation of a new subsidiary business called "SK Mobility" under SKT.
