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Maxim

Prepared and presented by

Group G

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Meet the Team

Albert

Project Leader

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Viceroy

UI/UX Designer

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Indra

UI/UX Designer

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Rama

Researcher

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Faruq

Lead Researcher

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Dini

Siska

UI/UX Designer

Researcher

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Executive Summary

Problem

Maxim's order process requires urgent streamlining to retain users and secure long-term success and loyalty.

Proposed Solution

Our solution improves ride-booking in the Maxim app, reducing order time for a smoother user experience.

Success Metric

  • Increase user satisfaction by 20%
  • Reduce Order Placement Time by 10%
  • Decrease cancellation rate by 15%

GTM & Timeline

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  • Go To Market
  • Timeline

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Company Vision

To be a global leader in ride-hailing, offering innovative technology and business solutions worldwide.

The Product

About MAXIM

Elevating user interactions and empowering people to achieve their goals through ride-hailing.

Unique Value Proposition

Enhancing ride-hailing for faster, guaranteed bookings and improved efficiency.

Product Vision

Pioneering innovation for modern, accessible, and safe services.

Product Strategy

Elevate ride-hailing convenience and efficiency.

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PRD (Problem Alignment)

Problem Statement

Maxim's order process must be streamlined urgently to retain users and ensure success and loyalty.

High-level Approach

Goals

Increase user retention by 25%

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Enhance the ride-hailing user experience through the introduction of a streamlined confirmation page.

Success Criteria

  • Feature target retention to 25% in the end of Q4
  • Feature target to decrease bounce rate for 20%
  • Feature target to decrease the time required to place an order by 20%

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Proposed Value Proposition

Mitigate risk with confirmation

Reducing cancellations through destination review pre-confirmation.

Enhancing Location Verification

This approach motivates users to double-check locations for enhanced accuracy.

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Enhancing Ordering Experience

Reduce anxiety for users to order the driver.

Functional

Life Changing

Social Impact

Emotional

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Proposed Solution

Proposed Solution

This solution aims to significantly enhance the user experience in ride-booking orders within the Maxim app, with a focus on reducing the time it takes for users to complete the booking process. It seeks to provide a quicker and more efficient experience for both customers and drivers.

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Initiative, Epic & User Stories

Initiative

Epic #1

Improve pinning location using Google Maps API

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Improve the user experience for ride-hail bookings

User Story #1

As a user, I want the location-based services in the ride-hailing app to be more accurate and reliable, so I can be sure that my driver will find me at the right location and that the estimated time of arrival is as precise as possible.

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Epic #2

Revamp The Ride Hailing Feature

User Story #2

As a user of Maxim, I want to be able to book a ride quickly and easily, so that I can get to my destination on time.

Epic #3

Enable users to copy and paste addresses from Google Maps for pickup

User Story #3

As a user of Maxim, I want to be able to book a ride quickly and easily, so that I can get to my destination on time.

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[Key Features/ EPIC - 1]

EPIC

Summary

User Story

Acceptance Criteria

Improve pinning location using Google Maps API

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This EPIC will improve the accuracy and reliability of the Maxim ride-hailing app's location pinning feature by using the Google Maps API. This will provide a better user experience for users and drivers, and it will help to reduce the number of ride cancellations due to incorrect location information.

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As a user, I want the location-based services in the ride-hailing app to be more accurate and reliable, so I can be sure that my driver will find me at the right location and that the estimated time of arrival is as precise as possible.

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  • The API should accurately capture and update user locations in real-time.
  • The API should provide consistent and reliable location data even in areas with weak GPS signals.
  • The estimated time of arrival for drivers should be updated dynamically based on real-time traffic conditions and user location updates.
  • The enhanced API should be backward-compatible with existing app versions to ensure a seamless transition.
  • Comprehensive testing should be conducted to verify the accuracy and reliability of the new API before deployment.
  • The app must be able to accurately pin the user's location within 10 meters of their actual location.
  • The app must be able to maintain the user's location accuracy even in areas with poor GPS reception.
  • The app must not pin the user's location incorrectly, such as in a different city or state.

Negative Case Scenario:

  • The app fails to accurately pin the user's location.
  • The app pins the user's location incorrectly.
  • The app uses too much battery power.
  • The app is not compatible with certain devices.

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[Key Features/ EPIC - 2]

EPIC

Summary

User Story

Acceptance Criteria

Revamp the ride hailing feature

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The ride hailing feature in Maxim allows users to book a ride from one location to another. The feature will be revamped to improve the following aspects:

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- User experience: The user interface will be redesigned to be more user-friendly and intuitive.

- Efficiency: The feature will be optimized to be more efficient, such as by reducing the number of clicks required to book a ride.

- Reliability: The feature will be made more reliable, such as by reducing the number of errors and crashe

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As a user of Maxim, I want to be able to book a ride quickly and easily, so that I can get to my destination on time.

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  • The user should be able to enter their pick up and destination points in a few clicks.
  • Users can quickly input their pickup and destination points, with the option to use past locations.
  • The user should be able to confirm their order without any errors.
  • Payment methods are seamlessly integrated within the booking flow, allowing hassle-free selection and updates.
  • The revamped journey reduces the average time to book a ride by at least 25%.

Negative Case Scenario:

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  • The user enters invalid pick up or destination points.
  • The user enters an invalid payment method.
  • The user cancels their order after the driver has been dispatched.
  • The user's ride is cancelled due to unforeseen circumstances.
  • A user attempts to set their pickup and destination points but encounters a lag or unresponsiveness in the app's interface.

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[Key Features/ EPIC - 3]

EPIC

Summary

User Story

Acceptance Criteria

Enable users to copy and paste addresses from Google Maps for pickup

The goal is to provide users with a convenient and accurate way to copy and paste addresses from Google Maps into the Maxim app. By improving the accuracy of pick-up address entries, we aim to enhance user satisfaction and minimize potential errors in location information.

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As a Maxim user, I want to be able to copy and paste the address from Google Maps, So that I can quickly and easily set my pick up point.

  • The user must be able to copy the address from Google Maps.
  • The user must be able to paste the address in the Maxim app.
  • The address must be validated and the user must be notified if the address is invalid.
  • The user must be able to try again if the address is invalid.
  • The user does not have Google Maps installed on their device.
  • The user copies an invalid address from Google Maps.
  • The user pastes an address that is not in the Maxim app's supported areas.

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Prioritization using Impact vs Effort

Low effort

High Effort

High Impact

Low Impact

Copy-Paste Google Maps Links

Although this has a lower impact on user experience, its implementation demands minimal effort and resources, making it a valuable addition over time.

API

While this is a significant development effort, it holds the potential for substantial benefits, making it the foremost focus.

Revamp The Ride Hailing Feature

After addressing the API integration, Maxim should concentrate on revamping the order process; Favorite Locations and improving the Order Confirmation process to enhance user satisfaction.

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Revamp The Ride Hailing Feature

High-level Approach/Objective

Goal & Success Criteria

What problems?

See full PRD on this link

Maxim's order process must be streamlined urgently to retain users and ensure success and loyalty.

Enhance the ride-hailing user experience through the introduction of a streamlined confirmation page.

  • Feature target retention to 25% in the end of Q4
  • Feature target to decrease bounce rate for 20%
  • Feature target to decrease the time required to place an order by 20%

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Revamp The Ride Hailing Feature - User Flow

Main User Flow

See full Main User Flow on this link

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Lo-Fi Design

The image next to this is a low-fidelity revamp that we did. The revamp we carried out includes:

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  1. Displaying a map in the order section, allowing users to see the pick-up point and delivery location.
  2. Adding a favorite button on the top left of the map for easier access.
  3. Showing an order confirmation when placing an order to make customers more aware of their orders

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See full Lo-Fi Design on this link

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Hi-Fi Design

The image next to this is a Hi-Fi revamp that we did. The revamp we carried out includes:

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  1. Displaying a map in the order section, allowing users to see the pick-up point and delivery location.
  2. Adding a favorite button on the top left of the map for easier access.
  3. Showing an order confirmation when placing an order to make customers more aware of their orders

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See full Hi-Fi Design on this link

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Before After Revamp

Before

After

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Prototype

The image next to this is a prototype that we created for conducting User Testing (UT). The prototype we created is to fulfill the input needs for the pick-up location and delivery address from the 'Favorite' feature and then place an order��For completed prototype can click this link, and for figma prototype page you can click this link

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EPIC

Summary

User Story

Priority

Jira Issue

Revamp The Ride Hailing Feature

Add Favorite Addresses Below Destination Input

As a user of Maxim, I want to access my saved favorite address below the destination text input, so I don't have to switch to a different tab to access it.

Medium

Implement Map Display Before and After Setting Destination

As a user of Maxim, I want to be able to see the map on the main page before and after I set my destination so that I can track my current location and view the expected route taken by the driver.

Medium

Display Confirmation Order Details

As a user of Maxim, I want to see the confirmation order page that has a pick-up point, destination point, prices of what type of ride I've chosen, and the payment method I've used.

Medium

Implement Order Cancellation on Confirmation Page

As a user of Maxim, I want to be able to cancel my order so that I can make edits or changes to my orders after viewing the confirmation order page.

Medium

Implement Order Confirmation Page

As a user of Maxim, I want to be able to confirm my order after reviewing the confirmation order page that provided the order that I expected.

Medium

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EPIC

Summary

User Story

Acceptance Criteria

Priority

Jira Issue

Revamp The Ride Hailing Feature

Add Favorite Addresses Below Destination Input

As a user of Maxim, I want to access my saved favorite address below the destination text input, so I don't have to switch to a different tab to access it.

  1. Given that I am on the ride-booking screen,�When I tap the destination input field,�Then a dropdown menu with my saved favorite addresses should appear below the input field.
  2. Given that I have favorite addresses in my profile,�When I start typing in the destination input field,�Then a list of matching favorite addresses should be displayed in the dropdown menu.
  3. Given that I tap on a saved favorite address in the dropdown menu,�When I select it,�Then the selected address should populate the destination input field.
  4. Given that I have no saved favorite addresses,�When I tap the destination input field,�Then no dropdown menu should appear.
  5. Given that I am not on the ride-booking screen,�When I attempt to access my saved favorite addresses,�Then the feature should not be accessible.
  6. Given that I tap outside the dropdown menu,�When it is open,�Then the dropdown menu should close.

Medium

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EPIC

Summary

User Story

Acceptance Criteria

Priority

Jira Issue

Revamp The Ride Hailing Feature

Implement Map Display Before and After Setting Destination

As a user of Maxim, I want to be able to see the map on the main page before and after I set my destination so that I can track my current location and view the expected route taken by the driver.

Before Setting Destination:

  • Given I open the Maxim app,
  • When I am on the main page,
  • Then I should see a map displaying my current location and nearby ride options.

After Setting Destination:

  • Given I have set my destination in the Maxim app,
  • When I am on the confirmation order page,
  • Then I should see a map displaying my current location, the selected destination, and the expected route that the driver will take.

Medium

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EPIC

Summary

User Story

Acceptance Criteria

Priority

Jira Issue

Revamp The Ride Hailing Feature

Display Confirmation Order Details

As a user of Maxim, I want to see the confirmation order page that has a pick-up point, destination point, prices of what type of ride I've chosen, and the payment method I've used.

  1. Given that I have successfully booked a ride,�When I navigate to the confirmation order page,�Then I should see the following information displayed:
    • My selected pick-up point.
    • My chosen destination point.
    • The total price of the ride is based on the selected ride type.
    • The payment method I've used for this ride.
  2. Given that I have not booked a ride yet,�When I access the confirmation order page,�Then I should see a message indicating that no ride has been booked, along with a prompt to book a ride.
  3. Given that I've booked a ride and then decided to change my ride type,�When I returned to the confirmation order page,�Then I should see the updated total price reflecting my new ride type selection.
  4. Given that I've booked a ride with multiple passengers,�When I view the confirmation order page,�Then I should see a breakdown of charges for each passenger, if applicable.
  5. Given that I've booked a ride and later updated my payment method,�When I revisit the confirmation order page,�Then I should see the updated payment method displayed.
  6. Given that I've canceled a ride,�When I access the confirmation order page for the canceled ride,�Then I should see a message indicating that the ride has been canceled and no payment is due.
  7. Given that I've booked a ride with any ride type,�When I click on any of the displayed order details (e.g., pick-up point or destination),�Then I should be directed to the corresponding section of the app for editing that specific detail.

Medium

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EPIC

Summary

User Story

Acceptance Criteria

Priority

Jira Issue

Revamp The Ride Hailing Feature

Implement Order Cancellation on Confirmation Page

As a user of Maxim, I want to be able to cancel my order so that I can make edits or changes to my orders after viewing the confirmation order page.

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  1. Given that I am on the confirmation order page and I have placed an order,�When I tap the "Cancel Order" button,�Then the system should display a confirmation dialog asking me to confirm the cancellation.
  2. Given that I confirm the cancellation by selecting "Yes" in the confirmation dialog,�When the cancellation is processed,�Then the system should display a confirmation message on the screen indicating that my order has been successfully canceled.
  3. Given that my order has been canceled and I am back in the order editing state,�When I make changes to my order, such as modifying pick-up or destination points, ride type, or other order details,�Then the system should reflect these changes in real time.
  4. Given that there are any fees associated with the cancellation,�When the cancellation is confirmed,�Then the system should clearly communicate any applicable fees to me.
  5. Given that the driver has already been dispatched for my order,�When I cancel my order,�Then the system should inform me of any charges or policies related to late cancellations, if applicable.

Medium

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EPIC

Summary

User Story

Acceptance Criteria

Priority

Jira Issue

Revamp The Ride Hailing Feature

Implement Order Confirmation Page

As a user of Maxim, I want to be able to confirm my order after reviewing the confirmation order page that provided the order that I expected.

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  1. Given that I have selected a ride type, set my pick-up and destination points, and am on the confirmation order page,�When I review the displayed order details for accuracy and completeness,�Then I can proceed with confidence by confirming the order.
  2. Given that I am on the confirmation order page,�When I find that any of the displayed order details are incorrect or need modification,�Then I can navigate back to the relevant sections (e.g., pick-up point, destination) to make necessary adjustments.
  3. Given that I am on the confirmation order page and I am satisfied with the displayed order details,�When I tap the "Confirm Order" button,�Then I receive a confirmation notification or screen indicating that my order has been successfully placed and is being processed.

Medium

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UT Plan

Participants:

UT Scenario:

Testing Goals/Hypothesis:

As a daily Maxim user, you've already saved your destination address for the office. Try entering the destination address you've saved on the Favorites page.

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You've already entered the destination through your Favorites page. Try tapping the Order button to place your order

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Maxim Active Users

This revamp make it easier for users to place orders and pay more attention to the orders they want to place

See full UT Plan on this link

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UT Result (1)

Did we validate/invalidate the hypothesis?

What did we expect?

Users can use the address saved in the Favorites menu through the button near the maps, then place an order

From 26 response, 19 people succeed to order, and 7 people unfinished the task, but we have 8 people (30,8%) that using favorit button on mini maps. able to discover and use the button without prior notification, especially considering that these users were already familiar with Maxim.

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This suggests that the button's placement and visibility might be intuitive and user-friendly. However, it's also crucial to consider adding some form of notification or onboarding feature to inform users about this option, as it can further enhance the user experience and potentially increase usage among those who might not discover it on their own.

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UT Result (2)

UT Findings

User Statement #3

User Statement #4

Findings Prioritization

Findings

Priority Level

Reasoning

Building an A/B Testing

High

Some users continue to prefer the existing button on the tab bar (57.89%), while others have embraced the new button below the destination text bar (42.11%), reflecting varying user preferences and habits

Add flag to save location

Medium

Testers seek a quick-access button for saving addresses to favorites during destination searches, aiming to enhance user convenience and streamline the ride-booking process.

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Product Timeline

In September, there are two sprints running every two weeks. Sprint 1 focuses on revamping the interface, while Sprint 2 concentrates on improving existing features while the product manager collects feedback from the previous sprint

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Product Backlog

In the first sprint, engineers will focus on revamping by adding a map, including the favorite button, and implementing a pop-up order confirmation

In the second sprint, engineers will shift their focus towards improving the existing features, while the product manager gathers feedback from the previous sprint

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Go-To-Market Strategy

Product Strategy :

The product strategy for launching the revamped ride hailing feature at Maxim centers on prioritizing user experience, emphasizing simplicity, reliability, and sustainability. The messaging focuses on simplicity, speed, and user empowerment, while monetization involves tiered pricing, in-app advertising, subscriptions, data insights, and strategic partnerships to generate revenue.

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Communication Strategy :

Maxim's communication strategy focuses on capturing the attention and interest of potential users seeking efficient ride-hailing services. It leverages mobile app notifications, social media, email campaigns, and a revamped website to convey the benefits of improved user experience, efficiency, and reliability, ultimately driving users to take action by updating the app and trying the new feature.

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Customer Experience Strategy :

Maxim's customer experience strategy involves researching and understanding its user base, segmenting users based on their preferences and needs, and planning personalized experiences for each segment. This approach ensures that the revamped ride-hailing feature caters to diverse user requirements, ultimately enhancing user satisfaction and adoption across the board.

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Improvement Strategy :

Maxim's improvement strategy involves defining key metrics related to user experience, efficiency, and reliability. It employs user surveys, app analytics, error monitoring, and payment processing metrics to measure the impact of the revamped feature. Data-driven decision making is at the core of this strategy, with regular analysis and iterative development guided by user feedback and metric insights.

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Product Launch Checklist

Area

Task Name

Task Owner

Due Date

Status

Requirement

PRD Finalization

Product Manager

June 9, 2023

Done

UI/UX Design & Kickoff with Stakeholder

Product Manager

June 7, 2023

Done

Development

Front End - React Native App Development & Integration

Front End Lead

September 6, 2023

Overdue

Tracking

Prepare & Implement Tracker on Front End

PM + Data Analyst + FE

September 13, 2023

Overdue

Testing

Testing in Staging/ Local Environment

PM + QA

September 12, 2023

Overdue

Testing in Production/ Live Environment

PM + QA

October 2, 2023

Overdue

Release Plan

Big Bang Deployment on Production

PM + FE Lead + BE Lead

September 26, 2023

Overdue

Product Development

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Product Launch Checklist

Communications

Support & Manuals

Develop User Guides and Tutorials

PM + Content Writer

October 18, 2023

Not Started

Create FAQs and Troubleshooting Resources

PM + Content Writer

October 18, 2023

Not Started

Operational

Operational Team Briefing

Customer Service Briefing for New Issue Groups

PM + CS Lead

October 13, 2023

Not Started

Account Manager Briefing to Upselling The New Product

PM + Account Manager

October 13, 2023

Not Started

Communications & Operational

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Product Launch Checklist

Continuous Improvement

Continuous Improvement

Data Collection & Storage

Verify Data Tracker Using Google Analytics

PM + QA + FE Lead + Data Analyst

November 20, 2023

Not Started

Verify Backend and Database Data Integrity & Format

PM + QA + BE Lead + Data Analyst

November 21, 2023

Not Started

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Project Summary

  • Maxim faces a challenge of high order placement times, impacting user satisfaction and competitiveness in ride-hailing.
  • The current process is time-consuming, requiring users to navigate multiple pages, hindering quick and reliable rides.
  • The solution involves implementing a "Favorite Address" button and a confirmation page to streamline the user experience.
  • Anticipated impacts include improved user efficiency, reduced cancellation rates, enhanced user experience, and increased operational efficiency.
  • Findings from A/B testing reveal varying user preferences, emphasizing the need to accommodate both existing and new button placements.
  • Maxim's strategy focuses on user experience, efficient communication, personalized customer experiences, and data-driven improvement.

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Thank you