Improving Ambulance Ordering Experience — UI/UX Case Study
This join case study consists of a Product Management Team (Ratri Abdatush Sholihah, Mariana Puspandaru, Arizal, Bram) and a UI/UX team (Dian and me) that is a part of my learning path as a UI/UX student at Binar Academy Wave 8. My scope of work is to do usability testing, UX design, and UI design.
For more details about this case study, you can check the link here
Have you ever order an ambulance? Most of us book an ambulance to help other people in an emergency such as a traffic accident. How do you feel at the moment? Do you feel panic, nervous, and confused? This case took my team attention and we want to help the people so they can book an ambulance easier and faster.
(The Product Manager’s 1.0 version)
Background Context
The PM team already conduct the initial research and find out that most of the people we surveyed don’t use the hotline number in my country, Indonesia. They tend to choose to call the hospital straight away.
From their research, the PM concluded to add a feature to book an ambulance in an existing app called Halodoc. Then, the PM creates the project brief which later guides the UI/UX team to design the 1.1 version.
The PM also create the user flow for the earliest version, which we called the 1.0 version. The user flow of the 1.0 version looks like this:
They also create the mock-up for the 1.0 version
The UI/UX Team 1.1 Version
From the earlier version (1.0 version), we conduct a usability test to determine whether it is usable for the user. We find out that the number of misclick and bounce rates is quite high, indicating that the user has difficulties using the prototype.
The other feedback is, our 1.0 version prototype doesn’t accommodate the sense of emergency while the user ordering an ambulance. From the usability test, we also ask the user what kind of information do they need.
Problem Statement and Design Solution
From the usability test of the 1.0 version, we gather the feedback and analyse it with an affinity diagram. We found out the main problem of our current version is:
• Lack Sense of Emergency
• Confusing visual cues
• The flow doesn’t match the user mental model
We also ask how would the user feels if they are in a situation where they need an ambulance. The three most frequent answer is
• Panic
• In hurry
• Nervous/Confused
From that data, we define our goals are:
1. How might we help user to order ambulance fast and easy
2. How might we reduce the stress when the user orders an ambulance
To achieve the goals, we generate the solutions for our goals, which are:
1. Reducing the steps/pages in user flow so user could get an ambulance faster and not get overwhelmed (Hick’s Law)
2. Emphasising visual cues to reduce the time on decision making.
3. Focused on “knowledge in the world” so the user doesn’t have to remember all the information
How Would Our New Design Look Like?
We reducing a few steps & pages in our user flow so the user will not get overwhelmed.
You can try the prototype here
How do we know our solution works?
We conduct a visual hierarchy test and a usability test then we compare the result with the previous version prototype.
We also ask how would the user rate the prototype. The user mostly satisfied with the prototype and give us an average of 4.8 out of 5 stars. You can see the full report here.
For more details about this case study, you can check the link here
