Fare Finder

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					Fare Finder
Connecting Taxi Drivers with their Fares




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
Samir Patel
Persona

                                                                 31 years old
                                                                 immigrated from India 4 years ago
                                                                 lives in Bronx, NY
                                                                 nyc taxi driver (NYC Taxi Operators/ Hack License)
                                                                 supports wife, 28, and two daughters, 3 & 7
                                                                 single-income household
                                                                 hardworking

                                                                 life goals
                                                                 support his family
                                                                 give his children more opportunities
                                                                 live the “American Dream”
                                                                 own his own taxi cab medallion

                                                                 experience goals
                                                                 feel empowered and successful
                                                                 lower frustration with traffic & finding fares

                                                                 end goals
                                                                 increase profits
                                                                 improve efficiency




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
Samir Patel
Mobile Information Needs



                                                                 Real time information is needed to locate potential fares.
                                                                 Information must be accessible from the cab.

                                                                 competitive analysis
                                                                 Taxi Magic
                                                                 Rocket Taxi
                                                                 Taxi
                                                                 Quick Taxi (London)


                                                                 These apps are made for the passenger to find a cab.
                                                                 Generally, these provide cab company phone numbers and
                                                                 sometimes can make requests for cabs, but this is only true
                                                                 for cities that use a dispatch system, not New York City.
                                                                 Also, these systems have recieved varying negative reviews.




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
Fare Finder
Overview




             FARE
             FINDER

                                    AT&T               08:17 PM                       AT&T               08:17
                                                                                                         AT&T PM     08:17 PM                                       AT&T                08:17 PM

                                                  :                                                                                             Amsterdam Ave & W 76th St
                                                                                                                                                New York, NY 10024



                                                                                     W 66th St &     W 66th St &                                                  W 66th St &
                                                                                     Freedom Pl      Freedom Pl                                                   Freedom Pl
                                    Amsterdam Ave & W 76th St
                                    New York, NY 10024                                                                                          Amsterdam Ave & W 76th St
                                                                                                                                                New York, NY 10024
                                                                                     W 68th St &  W 68th St &                                                     W 68th St &
                                                                                     Columbus Ave Columbus Ave                                                    Columbus Ave



                                                                                     W 74th St &  W 74th St &                                                     W 74th St &
                                                                                     Columbus Ave Columbus Ave                                                    Columbus Ave
                                     Peforma
                                     Beacon Theatre
                                     2124 Broadway, New York, NY
                                     Time: 06 PM to 08 PM
                                                                                     W 76th St &   W 76th St &                                                    W 76th St &
                                                                                     Amsterdam Ave Amsterdam Ave                                                  Amsterdam Ave



                                                                                     W 55th St &     W 55th St &                                    Peforma       W 55th St &
                                                                                     10th Ave        10th Ave                                       Beacon Theatre 10th Ave
                                                                                                                                                    2124 Broadway, New York, NY
                                                                                                                                                    Time: 06 PM to 08 PM


                                                 Map            Quick Picks   Full                 Map       Quick Picks
                                                                                                                  Map      Quick Picks
                                                                                                                             Full        Full                                     Map        Quick P
                                                                                                                                                    Peforma
                                                                                                                                                    Beacon Theatre

                                                      map view                                                  quick picks view                    2124 Broadway, New York, NY
                                                                                                                                                    Time: 06 PM to 08 PM




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
Fare Finder
Process




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
Fare Finder
Process




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
Fare Finder
Process




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
Fare Finder
Process



                     AT&T               08:17 PM                                     AT&T                  08:17 PM



                                                                                        93rd &
                                                                                        Broadway                              ? T

                                                                                        93rd &
                                                                                        Broadway                              ? T

                                                                                        93rd &
                                                                                        Broadway                              ? T

                                                                                        93rd &
                                                                                        Broadway                              ? T

                                                                                        93rd &
                                                                                        Broadway                              ? T
                                  Map          Quick Picks                                           Map        Quick Picks




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
PaSt 4 YearS
Scenario




                                                                 Samir has been on his shift since 4 p.m. He always works
                                                                 a 12 hour shift. It is 9:30 pm and Samir just dropped
                                                                 off a passenger. He is finding it hard to locate his next
                                                                 passengers. He drives the streets, circling neighboring
                                                                 blocks and trying major thoroughfares but he does not find
                                                                 anyone. He expects this wasted travel because he typically
                                                                 spends about 40% of his shift searching for passengers.


                                                                 Samir is growing increasingly frustrated because he knows
                                                                 that people are waiting for cabs around the city but he
                                                                 cannot seem to find anyone. He is concerned that his net
                                                                 profit for the night will be low if he keeps driving with an
                                                                 empty cab.


                                                                 After about 30 minutes, Samir finally finds a passenger,
                                                                 picks him up, and sets off towards his destination.




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
now
Scenario

                                                                 It’s 9:30 on a Wednesday night and Samir has just dropped off
                                                                 a fare. Samir signifies that his car is empty on Fare Finder and
                                                                 he turns off the traffic information since rush hour is over.


                                                                 Samir want to quickly find his next fare so he turns on the
                                                                 people information to see if any Fare Finder subscribers are
                                                                 waiting. Samir sees several subscribers scattered on the map,
                                                                 but there are no large groups nearby that would give him a
                                                                 good chance of getting a fare.


                                                                 Samir taps on the events. There is one event and he checks the
                                                                 to see its details. The events doesn’t end for another hour, so
                                                                 he may stop by that location later in his shift.

                                                                 Samir decides to check out “Quick Picks” for the application’s
                                                                 suggestions. Samir wants to know which pick is closest to him
                                                                 so he reorders the list by taping the radius button.


                                                                 He sees the top listing, knows the location and immediately sets
                                                                 off. He gets to the location and successfully picks up a fare.




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
other USerS
Passengers




                                                                 Passengers access a free application that is used to help
                                                                 populate the Fare Finder app.


                                                                 Adoption of this system is necessary for it to work.


                                                                 These users will be motivated to use the app because it
                                                                 ensures that taxis will find them faster in lesser traveled areas.


                                                                 There is potential for users to understand the status of the
                                                                 taxis so that the system becomes completely understood by
                                                                 both parties.




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
recaP
Lessons Learned


                                                                 Eliminate unnecessary features.

                                                                 Include varied functions to allow multiple modes of use.

                                                                 Keep the user’s mentality as a guide in making decisions.

                                                                 Recognize the appropriate user to focus on; sometimes in order
                                                                 to help user A, user B must be addressed.

                                                                 Design within the existing system. Supplement the existing
                                                                 culture with technology so that the users adopt the system as
                                                                 an extension of their current experience.




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
recaP
Next Steps


                                                                 Time elements could be explored to notify what has not
                                                                 changed status recently.

                                                                 Possible external technology could communicate with the
                                                                 system to signify the car’s status automatically.

                                                                 The system could include a third screen that was responsible
                                                                 for outputting log information that tracked money earned,
                                                                 distance traveled and individual trips.




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen
that’S it
Thanks for listening




Basic interaction design, a2: Jacqueline Gordon, Eun Jung Lee, Cheryl Templeton, Lauren Von Dehsen

				
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