Bangalore/San Francisco

Designing last-mile connectivity

Redbus

Designing last-mile connectivity

 
Image source:   Google . The image shows different layers of network connectivity.

Image source: Google. The image shows different layers of network connectivity.

About Redbus

Redbus is part of Ibibo Group Pvt. Ltd. and is the largest online bus ticketing platform for customers across India, South East Asia And Peru.

ROLES AND RESPONSIBILITIES

I was responsible for the end-to-end design on the mobile website, which has the 2nd highest DAU after desktop. My work encompassed redesigning the entire funnel to improve ticket booking conversion rate; increasing insurance attachment rate per ticket, and designing the framework for last-minute boarding issues. The work encompassed taking ownership of the UX and UI designs along with improving the visual design from a usability standpoint.

 

Last mile connectivity

What is last-mile connectivity?

In transportation lingo, “last mile connectivity” refers to getting people from a transportation hub like a bus depot to their final destination or vice versa. In other words, from origin to transit system or transit system to origin. Although we spend a lot effort in designing how to reach the final destination like the arrival or departure bus stand, very little do we think about the accessibility to the bus stand from the passenger’s current location or home. In the context of Redbus, last mile refers to the final connectivity for the passenger to reach the bus stand in ease.

Goal

Bus travellers in India struggle with connecting with bus operators to check for last minute updates due to poor internet and inconsistent communication. So the goal was to design scenarios for last-mile connectivity that incorporates different internet connectivity and access to passenger data. This project involved closely working with engineers to understand the technical limitations, relevant user information that we have access to at different states and what the bus operators shares with Redbus. So the goal of the project was to leverage user data to give seamless experience to the passengers from their location to boarding and departure.

  1. Mapping range of scenarios

2. Scenarios

Given that most users don’t sign in on the mobile website, we designed for 2 extremes: No user or location data; Context-rich where passenger data is available along with real-time location.

 
 

Annotations: In this scenario, we only have access to bus location but have no context whether it is the user or someone else using the site. As a result we focused on creating a basic layout #1 that has bus coordinates and gives users option to add their boarding point #2. #3 View directions on map;

Annotations: This is the context rich where we have sufficient user data #4 to share with them live bus data, including delays, traffic etc; #5 View real time bus location + distance; #6 View upcoming rest-stops/destination

 

3. Final wireframes

Scenario 1: No user data

Scenario 2:  Context-rich

Scenario 2: Context-rich

 
 

IMPLEMENTATION STATUS:

New design rolled out from June’18 onwards on Android and mobile website
Design mentor: Sahil Karkhanis | Link to site available here.