We were to create a ‘best of breed‘ application for mobile and tablets that would provide; the highest performance levels, improve services, increase user adoption and follow global mobile standards.
To fulfil the brief, we worked together with RTA, to strategise the following:
- Delight users with a clean, innovative and simple app experience
- Adopt a new design which would encourage users by cross-selling services
- Device a ‘tone of voice’ for all touch points from app to in person
- Assure a multi-channel experience from mobile, kiosk to face-to-face interactions
To create a ‘best in class’ application, we needed to research the global trends for mobile apps as well as located apps that have provided delight to its users.
We begin with having stakeholder interviews, just to understand the full picture of what ‘pain points’ the business knew of. It became evident that we needed to refactor the number of services into specific groupings.
We needed to group them in a way that users use their services, ensuring the name conversions used resonated with the end users. We also needed to ensure these groupings made business sense, as we would also need to train the call centre as well as other agents on ‘the ground’.
As one team began working with researching, another team began conducting user interviews, card sorting exercises and focus groups, mainly to find what they felt regarding RTA service both online and offline as well as finding ‘service grouping’ that resonates with users.
The data collected would help our team engineer and provide the RTA team on focusing on the ‘user pain points’ and together find solutions to those.
One of the foremost insights we gained was the need for multiple services, this meant that we needed to design something that would provide users with a ‘360 view’ at a glance around their vehicles, and fines and balances.
From the ‘card sporting’ exercise and user testing using ‘Tobii’ glasses, we were able to gather valuable understandings of the group names, they understood and how RTA users target services they needed on a daily, monthly and yearly basis.
Sketching & Wireframes
Users were invited at different stages on the design & development phases from a cross-section of the demographic. Users tested the app from wireframes to the final design of the app and in between.
We gathered all the data and analysed further, to find if there were tweaks we could make to improvements. We changed our team on the service enhancements and user flows. Over 20 testing sessions were held to assure the designs matched user perceptions and beyond. The RTA team also instructed us to compare the current live app to that of the new, to ensure all our findings were true and to help them understand further needs for the future.