Easy Assistance
/ Case Study

What if taxis could help as a first-aid response in traffic-dense cities?


Easy Taxi was one of our clients in the agency. They were an app that could connect you with any taxi from the city in seconds, growing as a competitor of apps like Uber. As part of their creative team, we came up with this idea that could boost recognition from their app and change the negative image taxi drivers have in Bogota.

Client

  • Easy Taxi

Agency

  • Wunderman Thompson.

Awards

  • Cannes Lions - Bronze - Health Category.
  • New York Festival.
  • Ojo de Iberoamérica - Argentina.


The problem

Users need emergency assistance quickly because, in a traffic-dense city, ambulances take too long to arrive.

Deliverables

  • User Flows for drivers.
  • User Flows for users.
  • Wireframes for users.
My Role

Art Direction, UX designer, UX research

Credits

  • Creative Directors: Alirio Ardila, Sandra Murillo, Rodolfo Borell, Andrés Norato.
  • Art Directors: Juan Otálora.
  • Content Writers, copy and Research: Nicolás Malpica, Nicolás Cámargo.
  • Digital Director: Carlos Carbonell.

Research

Understanding the problem

To begin, we wanted to understand how this solution could impact users. We collected data and studies that showed that:

  • A citizen from Bogotá can lose up to 94 hours per year in traffic.
  • Bogota is considered one of the top 10 worse cities to drive in the world, due to traffic.
  • 35 minutes is the average time for an ambulance to arrive. According to the Red Cross, the first five minutes are crucial to help a victim.

Survey

  • Analyzing how many people could find this add-on, useful.

Results

After creating a survey of 543 people we got the following results:

  • 92% would consider a service like this useful.
  • 81% would find the app more valuable if it provided a service that could save lives.

Pain Points

  • Accessing the app quickly.
  • Requesting an ambulance and a taxi makes things more complicated during an emergency.

The drivers seat

10 drivers were interviewed, which helped us gather the following insights:

  • 8 out of the 10 drivers felt that learning first aid response could make them feel a better part of the community.
  • 9 out of the 10 drivers said they would prefer saving a life before picking someone up.

Reframing the problem

How can we add value to our product by helping the city?

Our Solution:

Using the app to reach users in need by contacting a taxi and an ambulance at the same time. As the ambulance arrives at the scene, the taxi driver helps and assists.

User Flows

Established different user flows for the user and the driver.

mockups
mockups
mockups

Then, we created wireframes and tested a prototype.

Wireframes - Mobile (User)

Easy Assistance

Wireframes - (Taxi+Desktop)

Easy Assistance

Conclusions

Insights

Of 50 taxi drivers that volunteered for this program, 90% wanted to add more emergency skills to help out.

The launch of the app caused other drivers to join as well, making them feel important to the city they drive in each day. Around 300 drivers assisted after 3 lessons.

Challenges

Different stakeholders wanted to be in the project; this complicated the release and proposal of the idea, so there were a lot of discussions back and forth.

When we released the update on the app and desktop, we had to go back and redesign the drivers' experience since the user could be driving a customer and getting a help notification.

Lessons

Creative agencies aren't trusted for UX development; it was a way for me to dive into the entire process to present a viable product that the UX department would love.

The app should send a message or notification to them on the day of the delivery.

As an art director, I had to team up with other stakeholders from the company that manages the UI; everything we proposed had to go through their approval.

This also made me realize how complex UX can be. We redisgned the size of the buttos for the drivers so they could click on them easier while they work. 

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