Universidad Politécnica

de Madrid
Escuela Técnica Superior de
Ingenieros Informáticos

Máster Universitario en Ingeniería de Software –

European Master’s in Software Engineering

Master Thesis

Design of the User Interface and User

Experience of an Application for Hiring
Transportation Services in Real Time

Author: Omar Santiago Quinapallo Vallejo

Supervisor: Xavier Ferré Grau

Madrid, September 2020

This Master's Thesis has been submitted to the ETSI Informáticos at
Universidad Politécnica de Madrid for its defense.

Master Thesis
European master’s in software engineering
Title: Design of the User Interface and User Experience of an Application for
Hiring Transportation Services in Real Time
Thesis: EMSE-2020-12
September 2020

Autor(a): Omar Santiago Quinapallo Vallejo

Tutor(a):
Xavier Ferré Grau
Depto. de Lenguajes y Sistemas Informáticos e Ingeniería de Software
ETSI Informáticos
Universidad Politécnica de Madrid
Acknowledgements

To God for giving me life and strength to complete this journey.

To my mother Gloria Vallejo for being my example and taking care of me so

well.

To my brother Daniel Quinapallo for supporting me all the way and helping
me when I need it.

To my sister Daisy Quinapallo for being my motivation to achieve greater

things.

To my sister in law Verónica Serrano for supporting me when I need it,

encouraging me at each moment.

As thesis director, Xavier Ferré for guiding and supporting me in the creation
of this work.

To all my friends and all the people that directly or indirectly made this work
possible.

To Polytechnic University of Madrid for allowing me be part of such a great

institution.
.

i
Abstract
Nowadays all kind of services are offered through internet in many different
ways. One of those services is transportation, more specifically transportation
of goods. In this context, this work proposes to design a platform to connect
offer and demand in a way that it could be easy, fast and enjoyable.
The first part of this work is going to analyze existing solutions in the
transportation field, so that it can be a point of reference for the initial proposal.
The next section is oriented to design the interfaces of a mobile application,
based on the needs and expectations of the users. The result of this work is
going to be used as an input for this initiative and it will give a deeper
understanding of the users and even the market.

ii
Table of Contents
1 Introduction ..................................................................................... 1
1.1 Motivation ......................................................................................... 1
1.2 Problem Description .......................................................................... 3
1.3 Goals ................................................................................................. 4
1.4 What is not contained in this thesis ................................................... 4
1.5 Report Outline ................................................................................... 4
2 Methodology .................................................................................... 6
2.1 User centered design ......................................................................... 6
2.1.1 Principles .................................................................................... 6
2.1.2 The Process ................................................................................. 6
2.1.2.1 Plan the Human Centered Process............................................ 7
2.1.2.2 Understanding and specifying the context of use ...................... 8
2.1.2.3 Specifying the user requirements ............................................. 8
2.1.2.4 Producing design solutions ....................................................... 9
2.1.2.5 Evaluating the design ............................................................... 9
2.2 Value Proposition Canvas ................................................................ 11
2.2.1 Business Model Canvas ............................................................. 11
2.2.2 Lean Canvas .............................................................................. 12
2.2.3 Description ................................................................................ 13
3 State of the art................................................................................15
3.1 Uber ................................................................................................ 15
3.1.1 Description ................................................................................ 15
3.1.2 Analysis..................................................................................... 15
3.2 Lyft .................................................................................................. 17
3.2.1 Description ................................................................................ 17
3.2.2 Analysis..................................................................................... 17
3.3 Common Features Comparison ........................................................ 19
3.4 Conclusion ...................................................................................... 23
4 Analysis of the context of use..........................................................25
4.1 Gathering Information ..................................................................... 25
4.1.1 Questionnaires .......................................................................... 25
4.1.2 Value Proposition Canvas .......................................................... 39
4.1.3 User Profiles .............................................................................. 40
5 Interaction Design V1......................................................................42
5.1 Navigation Map ................................................................................ 42
5.2 Prototyping ...................................................................................... 43
5.3 High Fidelity Prototype ..................................................................... 44
5.3.1 Customer .................................................................................. 44
5.3.1.1 New Ride ................................................................................ 45

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 5.3.1.2 Take a picture ........................................................................ 50
5.3.1.3 Map Selection......................................................................... 51
5.3.1.4 Start Ride ............................................................................... 54
5.3.1.5 Rating .................................................................................... 56
5.3.2 Driver ........................................................................................ 57
5.3.2.1 Enable Availability.................................................................. 57
5.3.2.2 Select Vehicle ......................................................................... 58
5.3.2.3 Receive new ride ..................................................................... 58
5.3.2.4 Start Ride ............................................................................... 59
5.3.2.5 Alert ....................................................................................... 61
5.3.2.6 Finish ride .............................................................................. 61
5.3.2.7 Cancel .................................................................................... 63
6 Usability Evaluation ........................................................................64
6.1 Plan of Usability Test ....................................................................... 64
6.1.1 Evaluation goals ........................................................................ 64
6.1.2 Dates, places and roles .............................................................. 64
6.1.3 Participants ............................................................................... 65
6.1.4 Sequence ................................................................................... 65
6.1.4.1 Welcome text .......................................................................... 65
6.1.4.2 Process................................................................................... 65
6.1.5 Personal information questionnaire ........................................... 66
6.1.6 Tasks to be performed by participants ....................................... 68
6.1.7 Measurements ........................................................................... 72
6.1.7.1 Objective measurements ........................................................ 72
6.1.7.2 Optimal values ....................................................................... 72
6.1.8 Observation sheet ...................................................................... 72
6.1.9 User satisfaction: SUS questionnaire ......................................... 74
6.1.10 User experience: UEQ questionnaire .......................................... 75
6.1.11 General impressions .................................................................. 77
6.2 Test Results ..................................................................................... 78
6.2.1 Executive summary ................................................................... 78
6.2.2 Goal of evaluation...................................................................... 78
6.2.3 Schedule update........................................................................ 78
6.2.4 Information about the performed usability testing ..................... 78
6.2.4.1 Dates and places .................................................................... 78
6.2.4.2 Participant demographics ....................................................... 79
6.2.5 Effectiveness ............................................................................. 82
6.2.5.1 Effectiveness Analysis ............................................................ 84
6.2.6 Efficiency................................................................................... 85
6.2.6.1 Efficiency Analysis.................................................................. 92

iv
 6.2.7 User satisfaction: SUS questionnaire ......................................... 93
6.2.7.1 Analysis of User Satisfaction SUS Questionnaire .................... 96
6.2.8 User experience: UEQ questionnaire ........................................ 100
6.2.8.1 Analysis of User experience: UEQ questionnaire ................... 102
6.2.9 General impressions of participants......................................... 103
6.2.9.1 What are the main problems you have found while using this
prototype?......................................................................................... 103
6.2.9.2 What is the part of the prototype that has been more difficult to
understand? Why? ............................................................................ 103
6.2.9.3 What or which function have you liked most of the prototype?
Why? 104
6.2.9.4 Can you describe your overall experience with this prototype?
104
6.2.10 Relevant observations made .................................................... 104
6.2.10.1 Summary of usability problems ......................................... 104
7 Interaction Design V2....................................................................107
8 Conclusions and Future Work. .......................................................120
8.1 Conclusions ................................................................................... 120
8.2 Future Work .................................................................................. 121
9 References ....................................................................................122
10 Appendixes....................................................................................123
APPENDIX A: Value Proposition Canvas. Trigger Questions ..................... 123
APPENDIX B: Drivers Questionnaire ....................................................... 124
APPENDIX C: Drivers Questionnaire, Open Questions Answers ............... 126
APPENDIX D: Customers Questionnaire .................................................. 129
APPENDIX E: Customers Questionnaire, Open Questions Answers ......... 131
APPENDIX F: Driver Interview Transcription ........................................... 134
APPENDIX G: Personal Information Questionarie - Responses ................. 142
APPENDIX H: SUS, UEQ and General Impressions Questionnaire - Responses
164

v
Content of illustrations
Figure 1 World ICT (Information and .............................................................. 1
Figure 2 Share in GDP, OECD countries, 2011 [3] .......................................... 2
Figure 3 A typical day in Internet [4]............................................................... 2
Figure 4 User Centered Design Process .......................................................... 7
Figure 5 Building Blocks [6] ......................................................................... 11
Figure 6 Business Model Canvas [7] ............................................................. 12
Figure 7 Lean Canvas ................................................................................... 13
Figure 8 The Value Proposition Canvas ........................................................ 14
Figure 9 Home Screen Uber Application IOS ................................................. 16
Figure 10 Home screen Lyft App IOS ............................................................ 18
Figure 11 Driver questionnaire - Gender....................................................... 26
Figure 12 Driver questionnaire - Age ............................................................ 26
Figure 13 Driver questionnaire - Study Level ............................................... 26
Figure 14 Driver questionnaire - Professional License ................................... 27
Figure 15 Driver questionnaire - Have Smartphone ...................................... 27
Figure 16 Driver questionnaire - Use of Internet ........................................... 27
Figure 17 Driver questionnaire – Use of other Apps ...................................... 28
Figure 18 Driver questionnaire - Frecuency using other Apps ....................... 28
Figure 19 Driver questionnaire - Experience other Apps ............................... 29
Figure 20 Driver questionnaire - Area .......................................................... 29
Figure 21 Driver questionnaire - Type of vehicle ........................................... 29
Figure 22 Driver questionnaire - Common clients ......................................... 30
Figure 23 Concept Map of Type of Cargo....................................................... 31
Figure 24 Concept Map of Service Transportation Activities .......................... 32
Figure 25 Affinity Diagram of Challenging Activities ..................................... 33
Figure 26 Concept map of the driver’s problems. .......................................... 34
Figure 27 Customer questionnaire - Gender ................................................. 35
Figure 28 Customer questionnaire - Age ....................................................... 35
Figure 29 Customer questionnaire - Study level ........................................... 35
Figure 30 Customer questionnaire - Have Smartphone................................. 36
Figure 31 Customer questionnaire - Use of Internet ..................................... 36
Figure 32 Customer questionnaire - Use of other Apps ................................ 37
Figure 33 Customer questionnaire - Frecuency of use other Apps ................ 37
Figure 34 Customer questionnaire - Experience other Apps.......................... 38
Figure 35 Customer questionnaire - Hiring cargo service .............................. 38
Figure 36 Customer questionnaire - Frecuency hiring service ....................... 38
Figure 37 Customer questionnaire - Common cargo ..................................... 39
Figure 38 Value proposition Canvas ............................................................. 40
Figure 39 Navigation Map of the Customer Application................................. 42
Figure 40 Navigation Map of the Driver Application ...................................... 43
Figure 41 Figma ........................................................................................... 44
Figure 42 Customer Hight fidelity prototype - New Ride ................................ 45
Figure 43 Customer Hight fidelity prototype – New Ride selection Vehicle ..... 46
Figure 44 Customer Hight fidelity prototype – New ride cargo description ..... 47
Figure 45 Customer Hight fidelity prototype – New ride Weight ..................... 48
Figure 46 Customer Hight fidelity prototype – New ride Width ...................... 49
Figure 47 Customer Hight fidelity prototype – New ride Lenght .................... 49
Figure 48 Customer Hight fidelity prototype – New ride height ...................... 50
Figure 49 Customer Hight fidelity prototype – New ride take a picture .......... 50
Figure 50 Customer Hight fidelity prototype – Map selection........................ 51
Figure 51 Customer Hight fidelity prototype – Map selection Origin .............. 52
Figure 52 Customer Hight fidelity prototype – Map selection Destination ...... 52
Figure 53 Customer Hight fidelity prototype – Estimation ............................. 53

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Figure 54 Customer Hight fidelity prototype – Payment Method .................... 54
Figure 55 Customer Hight fidelity prototype – Start Ride .............................. 55
Figure 56 Customer Hight fidelity prototype – Ride Started ........................... 56
Figure 57 Customer Hight fidelity prototype – Rating Selection ..................... 56
Figure 58 Customer Hight fidelity prototype – Rating confirmation ............... 57
Figure 59 Driver Hight fidelity prototype – Enable Availability...................... 57
Figure 60 Driver Hight fidelity prototype – Select Vehicle ............................. 58
Figure 61 Driver Hight fidelity prototype – Receive New ride......................... 59
Figure 62 Driver Hight fidelity prototype – Start Ride .................................... 60
Figure 63 Driver Hight fidelity prototype – Notification................................. 61
Figure 64 Driver Hight fidelity prototype –Ride started.................................. 62
Figure 65 Driver Hight fidelity prototype – Finish Trip .................................. 62
Figure 66 Driver Hight fidelity prototype – Finish message confirmation ....... 63
Figure 67 Driver Hight fidelity prototype – Cancel Trip.................................. 63
Figure 68 Customer questionnaire gender .................................................... 79
Figure 69 Customer questionnaire Age ......................................................... 80
Figure 70 Customer questionnaire study level .............................................. 80
Figure 71 Driver questionnaire gender .......................................................... 81
Figure 72 Driver questionnaire Age............................................................... 81
Figure 73 Driver questionnaire - Driven Type of vehicle ................................ 82
Figure 74 Driver questionnaire - Customers ................................................. 82
Figure 75 Customer Effectivenes Number of errors per participant/task....... 83
Figure 76 Driver Effectiveness Number of errors per participant/task .......... 84
Figure 77 Customer Efficiency - Time Mean vs Optimal ............................... 85
Figure 78 Customer Efficiency - Time per task and participant.................... 86
Figure 79 Customer Efficiency - Actions mean vs Optimal ........................... 87
Figure 80 Customer Efficiency - Elemental Actions per task and participant 88
Figure 81 Driver Efficiency - Time mean vs Optimal .................................... 89
Figure 82Driver Efficiency - Time per task and participant .......................... 90
Figure 83 Driver Efficiency - Actions mean vs Optimal ............................... 91
Figure 84 Driver Efficiency - Elemental Actions per task and participant ...... 92
Figure 85 User experience Customer .......................................................... 100
Figure 86 User experience Driver ................................................................ 101
Figure 87 Analysis of User experience Customer ........................................ 102
Figure 88 Analysis of User experience Driver .............................................. 103
Figure 89 Customer Interaction Design V2 - New ride ................................ 107
Figure 90 Customer Interaction Design V2 - Type of vehicle Information .... 108
Figure 91 Customer Interaction Design V2 - Weight Information ................ 108
Figure 92 Customer Interaction Design V2 - Type of vehicle detailed .......... 109
Figure 93 Customer Interaction Design V2 - Take picture button ............... 110
Figure 94 Customer Interaction Design V2 - Map Selection Place holders ... 111
Figure 95 Customer Interaction Design V2 - Estimation ............................. 112
Figure 96 Customer Interaction Design V2 - Detailed driver Information .... 113
Figure 97 Customer Interaction Design V2 - Phone call .............................. 114
Figure 98 Customer Interaction Design V2 - Rating .................................... 115
Figure 99 Driver Interaction Design V2 - Enable Availability....................... 116
Figure 100 Driver Interaction Design V2 - Selection vehicle ....................... 116
Figure 101 Driver Interaction Design V2 - Receive New ride ........................ 117
Figure 102 Driver Interaction Design V2 - Start Ride ................................. 118
Figure 103 Driver Interaction Design V2 - Alert of closeness ...................... 118

vii
Content of Tables
Table 1 Apps comparison and purposal ........................................................ 23
Table 2 User Profile - Customer of Transportation Services ........................... 41
Table 3 User Profile - Driver of a cargo vehicle .............................................. 41
Table 4 Plan of Usability Test - Customer - Date and Places ......................... 64
Table 5 Plan of Usability Test - Driver - Date and Places ............................... 64
Table 6 Plan of Usability Test - Facilitator Observer ...................................... 65
Table 7 Plan of Usability Test - Participants.................................................. 65
Table 8 Customer - Tasks to be performed by participants - Task 1 .............. 69
Table 9Customer - Tasks to be performed by participants - Task 2 ............... 70
Table 10 Customer - Tasks to be performed by participants - Task 3 ............ 70
Table 11 Driver - Tasks to be performed by participants - Task 1 ................. 71
Table 12 Driver - Tasks to be performed by participants - Task 2 ................. 71
Table 13 Driver - Tasks to be performed by participants - Task 3 ................. 72
Table 14 Objective measurements ................................................................ 72
Table 15 Observation sheet .......................................................................... 74
Table 16 Observation sheet - Customer ....................................................... 74
Table 17Observation sheet - Driver.............................................................. 74
Table 18 User satisfaction: SUS questionnaire.............................................. 74
Table 19 User satisfaction: SUS questionnaire - degree of agreement or
disagreement ................................................................................................ 75
Table 20 User experience: UEQ questionnaire .............................................. 77
Table 21 General impressions ...................................................................... 77
Table 22 Schedule update ............................................................................ 78
Table 23 Dates and places ............................................................................ 79
Table 24 Customer Effectiveness .................................................................. 82
Table 25 Driver Effectiveness ........................................................................ 83
Table 26 Customer Time Efficiency ............................................................... 85
Table 27 Customer Actions Efficiency ........................................................... 87
Table 28 Driver Efficiency Time .................................................................... 88
Table 29 Driver Efficiency Actions ................................................................ 90
Table 30 Customer SUS score ...................................................................... 93
Table 31 Results of the SUS questionnaire of Customer ............................... 94
Table 32 Driver SUS score ............................................................................ 95
Table 33 Results of the SUS questionnaire of Customer ............................... 95
Table 34 SUS Questionnarie analysis. Question 1 ....................................... 96
Table 35 SUS Questionnarie analysis. Question 2 ........................................ 97
Table 36 SUS Questionnarie analysis. Question 3 ........................................ 97
Table 37 SUS Questionnarie analysis. Question 4 ........................................ 97
Table 38 SUS Questionnarie analysis. Question 5 ........................................ 98
Table 39 SUS Questionnarie analysis. Question 6 ........................................ 98
Table 40 SUS Questionnarie analysis. Question 7 ........................................ 98
Table 41 SUS Questionnarie analysis. Question 8 ........................................ 99
Table 42 SUS Questionnarie analysis. Question 9 ........................................ 99
Table 43 SUS Questionnarie analysis. Question 10 ...................................... 99

viii
Chapter I
1 Introduction
This chapter describes the present work as well as the motivation that leads it.
It also describes the structure of the present document.

1.1 Motivation

Digital technologies (the internet, mobile phones, and all the other tools to
collect, store, analyze, and share information digitally) have had an increasing
impact on humanity since last decades. According to the world development
report, the number of internet users has more than tripled in a decade—from 1
billion in 2005 to an estimated 3.2 billion at the end of 2015 [1]. Thus,
businesses, people, and governments are more connected than ever before.

Figure 1 World ICT (Information and Communication Technologies) Accessibility [2]

Even though, still more than the half of the world’s population don’t have access
to internet the tendency is to close this gap.

This digital revolution, has affected positively in the development of the economy
all over the world. Proof of it, it is the contribution of ICT in the world GDP.

1
 Figure 2 Share in GDP, OECD countries, 2011 [3]

This contribution to economy is predicted to grow as the ICT are more and more
adopted worldwide. Therefore, initiatives that boost the use of ICT have a bright
future and itself represent a good motivation to create and participate in
technology centered projects.

Nowadays, Internet is used in very different ways, from leisure to business.

Figure 3 A typical day in Internet [4]

2
Inside this giant flow of information the global economy is working. According
to The World Bank: Internet adoption has increased across businesses in all
country income groups. Nearly 9 of 10 businesses in high-income OECD
(Organization for Economic Co-operation and Development) countries had a
broadband internet connection in 2010–14, compared with 7 for middle-income
countries and 4 for low-income countries. But adoption rates for more
sophisticated technologies such as secure servers, enterprise network,
inventory management, and e-commerce are much lower in most developing
countries.

Thus, traditional business are adopting technology to improve and grow. In this
context, there are a lot of opportunities in a wide variety of sectors. For the
present work it’s been identified an opportunity in the Ecuadorian market to
improve an important sector of economy which is Transportation.

In Ecuador, as in the rest of the world, transportation is an important activity

in the national production. Goods are moving from the production centers to
the final consumers every day. This movements are made by ground
transportation mainly. In an urban context, the movement of goods is still
important. There are several of transport associations that are dedicated to
develop this sector of the economy.

It is one of this associations that ,as an initiative to improve and increase their
service, look for a platform that can provide a direct way to connect customers
with carriers, because at the moment this contact can be done mainly through
personal contact and mobile calls.

Finally, the fundamental motivation of this piece of work is to propose the

interaction of a platform that can be capable to connect in an effective way
customers with carriers in order to provide transportation of goods, in the
Ecuadorian market in an urban context.

1.2 Problem Description

In Ecuadorian transportation market, as in any other country, have different

types of services. These services provide transportation of goods and people.
Nowadays, transportation of people in urban areas is done by the traditional
public transportation and also by drivers through very known platforms around
the world. The most representative is Uber, this platform has started operations
in Ecuador in 2017 at the three principal cities in Ecuador: Quito, Guayaquil
and Cuenca. Thus, people in these cities that have access to these platforms,
they are already familiarized with Uber and all other similar applications when
looking for transportation services.

On the other hand, transportation of goods operates all across the country.
Goods are transported from the production centers to customers, these
customers can be factories, stores or even final customers. This kind of
transportation is done by vehicles of high capacity. There is also transportation
of goods inside urban areas. This kind of transportation requires vehicles with
less capacity and the drivers of this kind of vehicles are grouped in associations.

The present work is going to be centered in this type of transportist, that

translate goods in an urban context.

The solution to be proposed will connect drivers of vehicles of cargo of goods in

urban areas of Ecuador with their customers. These customers contact to the

3
drivers in traditional ways (personally, by reference, by phone), this represents
the most important problem. The solution is going to propose a platform in
which this interaction between customers and drivers can be easy, enjoyable
and fast.

The solution is going to handle the way that customers contact the drivers and
the service that is provided. At the moment there is no platform that provides
the services of cargo transportation in Ecuador.

In order to give a solution to this problem, in this Master Thesis, it is going to

be analyzed briefly the platforms that provide ride hailing services. Having in
mind the analysis of this platforms, an interaction is going to be designed
through two mobile applications. The first mobile application is going to deal
with the demand (customers) and the other one with the offer (drivers).

The final product to be delivered as a result of this Master Thesis is going to be

a prototype with the interaction needed to successfully give and receive a service
of transportation of goods.

1.3 Goals

The goals to be achieved are:

Goal 1: Check existing solutions that provide transportation services

Goal 2: Define users and their particular needs and tasks

Goal 3: Propose a design to meet the needs of the users

Goal 4: Assess and improve the design proposed

1.4 What is not contained in this thesis

Taking into account that the main purpose of this work is to design an
interaction, so it will be focused on producing the elements that will permit this
solution to achieve its particular objectives. On the other hand, it won’t describe
the software design of this solution in any way outside the design itself.

1.5 Report Outline

The present document is structured as follows:

Chapter 1. Introduction, it states the context and motivation of this work. It also
defines the goals to be achieved at the end of this work.

Chapter 2. Methodology, it presents the methodology that will be followed in

order to achieve the goals stated.

4
Chapter 3. State of Art, it analyzes the most representative solutions in the field
of transportation services, so that it would give a starting point in the solution
to be proposed.

Chapter 4. Analyze of Context of use, it describes the users and the tasks
related to the activities that allows the execution of the system.

Chapter 5. First design of the interaction. It describes the first proposal of the
solution and its evaluation.

Chapter 6. Second design of the interaction. It describes the second proposal of

the solution and its evaluation.

Chapter 7. Solution Proposal. It is the final design based on the past proposals
and evaluations.

Chapter 8. Conclusions and future work, it sums up all the work done, stating
all the knowledge acquired as well as the possible contributions for future work.

5
Chapter II
2 Methodology
In this chapter it is described the methodology that is going to be used in this
thesis in order to achieve the proposed goals. In the same way, the tools that
are going to complement the methodology are going to be exposed.

2.1 User centered design

User centered design or Human centered design is according to ISO 9241-210

“an approach to interactive systems development that aims to make systems
usable and useful by focusing on the users, their needs and requirements, and
by applying human factors/ergonomics and usability knowledge and
techniques”
User Centered Design UCD is complementary to another development
methodologies already existing and it provides a perspective that can be
integrated into the design and development of such methodologies.

2.1.1 Principles

a) Based upon an explicit understanding of users, tasks and environments.

b) Users are involved throughout design and development
c) Design is driven and refined by user-centered evaluation
d) Iterative process
e) Design addresses the whole user experience
f) Design team includes multidisciplinary skills and perspectives

2.1.2 The Process

6
 Figure 4 User Centered Design Process

2.1.2.1 Plan the Human Centered Process

Planning the HCP have to take into account:

x How usability relates to the purpose and use of the product, system or
service
x The levels of the various types of risk that might result from poor usability
x The nature of the development environment

Content of plan
x Identifying appropriate methods and resources for the activities
x Defining procedures for integrating these activities and their outputs with
other system development activities
x Identifying the individuals and the organization(s) responsible for the
human-centered design activities and the range of skills and viewpoints
they provide
x Developing effective procedures for establishing feedback and
communication on human-centered design activities as they affect other
design activities and “trade-offs”, and methods for documenting outputs
from these activities
x Agreeing on appropriate milestones for human-centered activities that
are integrated into the overall design and development process.
x Agreeing on suitable timescales to allow iteration, use of feedback and
possible design changes to be incorporated into the project schedule

Integration with project plan

The plan for human-centered design shall form part of the overall project plan.

Timing and resources

7
Project planning shall allocate time and resources to human-centered activities.
This shall include time for iteration and the incorporation of user feedback, and
for evaluating whether the design solution satisfies the user requirements.
Human-centered design activities should start at the earliest stage of the project.

2.1.2.2 Understanding and specifying the context of use

The characteristics of the users, tasks and organizational, technical and

physical environment define the context in which the system is used. Analysis
of existing or similar systems can provide information on a whole range of
context issues, including deficiencies and baseline levels of performance and
satisfaction.

The context of use of the system should be described in sufficient detail to

support the requirements, design and evaluation activities.

It will include:
x The users and other stakeholder groups
x The characteristics of the users or groups of users
x The goals and tasks of the users
x The environment(s) of the system

2.1.2.3 Specifying the user requirements

Create an explicit statement of user requirements in relation to the intended

context of use and the business objectives of the system. The user requirements
can include requirements for organizational changes and revised work styles
and could suggest opportunities to combine products and services

User and other stakeholder needs should be identified, taking account of the
context of use. User requirements are developed in conjunction with, and form
part of, the overall requirements specification of an interactive system

The specification of user requirements will include:

x The intended context of use;
x Requirements derived from user needs and the context of use
x Requirements arising from relevant ergonomics and user interface
knowledge, standards and guidelines
x Usability requirements and objectives, including measurable usability
performance and satisfaction criteria in specific contexts of use
x Requirements derived from organizational requirements that directly
affect the user

In terms of quality specifications should be:

x Stated in terms that permit subsequent testing

8
 x Verified by the relevant stakeholders
x Internally consistent
x Updated as necessary during the life of the project

2.1.2.4 Producing design solutions

Potential design solutions are produced by drawing on the description of the

context of use, the results of any baseline evaluations, the established state of
the art in the application domain, design and usability guidelines and standards,
and the experience and knowledge of the multidisciplinary design team.

Designing for the user experience is a process of innovation that takes account
of user satisfaction (including emotional and aesthetic aspects), as well as
effectiveness and efficiency. Design involves a variety of creative approaches to
achieve a good user experience.

It will include the following activities:

x Designing user tasks, user-system interaction and user interface to meet
user requirements, taking into consideration the whole user experience;
x Making the design solutions more concrete (for example making use of
scenarios, simulations, prototypes or mock-ups);
x Altering the design solutions in response to user-centered evaluation and
feedback
x Communicating the design solutions to those responsible for their
implementation.

Design Principles
x Suitability for the task;
x Self-descriptiveness;
x Conformity with user expectations;
x Suitability for learning;
x Controllability;
x Error tolerance;
x Suitability for individualization.

2.1.2.5 Evaluating the design

User-centered evaluation (evaluation based on users' perspective) is a required

activity in human-centered design.

User-centered evaluation can be used to:

x Collect new information about user needs,
x Provide feedback on strengths and weaknesses of the design solution
from the user's perspective (in order to improve the design)
x Assess whether user requirements have been achieved
x Establish baselines or make comparisons between designs.

9
User-centered evaluation should involve:
x Allocating resources both to obtain early feedback in order to improve the
product and, at a later stage, to determine whether the requirements
have been satisfied;
x Planning the user-centered evaluation so that it fits the project schedule;
x Carrying out sufficiently comprehensive testing to provide meaningful
results for the system as a whole
x Analyzing the results, prioritizing issues and proposing solutions;
x Communicating the solutions appropriately so that they can be used
effectively by the design team.

Two widely used approaches to user-centered evaluation are

x User-based testing

User-based testing can be undertaken at any stage in the design by

presenting them scenarios or sketches of the design concepts and asking
to evaluate them in relation to a real context. The information gathered
is used to drive the design.

At development, user-based testing can be carried out to assess whether

usability objectives, including measurable usability performance and
satisfaction criteria, have been met in the intended context or contexts of
use.

Testing the designs or design concepts in real environments is often

referred to as “beta” testing, where an early version of the software is
made available for use, and users are made aware that the product is not
final and is still being refined.

Techniques that can be used to gather data from field validation include
help-desk data, field reports, incident analysis, near-miss reports, log
files, defect reports, real user feedback, performance data, satisfaction
surveys, reports of health impacts, design improvements, user
observation and requests for changes.

x Inspection-based evaluation using usability and accessibility guidelines

or requirements.

Inspection-based evaluation can be valuable and cost-effective and can

also complement user testing. It can be used to eliminate major issues
before user testing and hence make user testing more cost-effective.

Inspection-based evaluation is ideally performed by usability experts who

base their judgement on prior experience of problems encountered by
users and their own knowledge of ergonomic guidelines and standards.

Inspection-based evaluation is simpler and quicker to carry out than user

testing and can, in principle, take account of a wider range of users and
tasks than user-based evaluation

10
2.2 Value Proposition Canvas

Value Proposition Canvas is part of Methodology called Business Model

Canvas. In Business Model Canvas the main idea is to put together all the
aspects of a new business, so that you can understand it from a higher point
of view.

In order to understand what is a Value Proposition it is necessary to

understand what is Business Model. According to Alexander Osterwalder &
Yves Pigneur:

“A business model describes the rationale of how an organization creates,

delivers, and captures value” [5].

According to this, the main goal of a business is to provide value to the final
customers.

2.2.1 Business Model Canvas

Business Model can be built in 9 Building Blocks:

Figure 5 Building Blocks [6]

a) Key Activities. This block describes the most important assets required
to make a business model work .
b) Key Partners. It describes the network of suppliers and partners that
make the business model work.
c) Key Resources. This block describes the most important assets required
to make a business model work .
d) Cost Structure. It describes all costs incurred to operate a business
model
e) Customer Relationship. This block describes the types of relationships a
company establishes with specific Customer Segments.
f) Customer Segments. It defines the different groups of people or
organizations an enterprise aims to reach and serve.
g) Value Proposition. This block describes the bundle of products and
services that create value for a specific Customer Segment.
h) Channels. It describes how a company communicates with and reaches
its Customer Segments to deliver a Value Proposition.

11
 i) Revenue Streams. This block represents the cash a company generates
from each Customer Segment (costs must be subtracted from revenues
to create earnings)

All this building blocks are expressed in a tool called Business Model Canvas.
This is essentially a canvas in which it has to be detailed the nine building
blocks applied to your business idea.

Figure 6 Business Model Canvas [7]

The main advantage of this methodology is to see all the aspects of a business
together, so that you can understand the relationship between each other and
with this understanding improve each aspect.

2.2.2 Lean Canvas

Lean Canvas is a variation of Business Model Canvas. It was developed by Ash

Mayura when he realized that Business Model Canvas worked very well applied
to working companies but it was difficult to apply for new business ideas.

Thus, Lean Canvas is widely used by Startups. It makes it easy to focus on the
problems and the corresponding solutions proposed in the context of a business
idea.

12
 Figure 7 Lean Canvas

Additionally to Business Model Canvas and Lean Canvas there is another

approach called Value Proposition Canvas.

2.2.3 Description

The Value Proposition Canvas makes explicit how you are creating value for
your customers. It helps focus on "jobs to be done" and how a value proposition
may reduce the pains and increase the gains in getting those jobs done.

13
 Figure 8 The Value Proposition Canvas [8]

Value Proposition Canvas has the following sections:

x Value Map
o Products and Services. List of all products and services that are
going to provide value.
o Gain Creators. It describes how the products and services create
customer gains.
o Pain Relievers. It describes how the products and services relieve
the pains of the customer./*
x Customer Profile
o Gains. It describes the outcomes that customers want to achieve
or the specific benefits that they are seeking.
o Pains. It describes the bad outcomes, risks and obstacles related
to customer jobs.
o Customer Jobs. It describes what customers are trying to get
done in their work and in their lives.

14
Chapter III
3 State of the art
In this section, it is going to be analyzed two of the most popular applications
dedicated to transportation all over the world: Uber and Lyft.
These two applications have been in the market for around 10 years in which
they have evolved in order to adapt themselves to changes in the market and
mainly to improve the UX of their customers.
The methodology to be applied is an expert analysis oriented to explore the
features of this applications so that it can be applied in the design proposition.

3.1 Uber

3.1.1 Description

Uber Technologies, Inc., commonly known as Uber, is an American

multinational ride-hailing company offering services that include peer-to-peer
ridesharing, ride service hailing, food delivery (Uber Eats), and a micro mobility
system with electric bikes and scooters. The company is based in San Francisco
and has operations in over 785 metropolitan areas worldwide. Its platforms can
be accessed via its websites and mobile apps [9].

In this piece of work, it is going to be analyzed only the ride service hailing
through their mobile application.

3.1.2 Analysis

15
 Figure 9 Home Screen Uber Application IOS

Uber has been the most successful platform in ride service hailing in the world.
They established a standard for the different applications that appear
afterwards, that were dedicated to do exactly the same or related activities.

Uber has changed since it was launched back in 2009. This change has been
carefully thought to improve the UX of their millions of users around the world.

Design Analysis

In order to analyze the UX of Uber, the 10 general principles for user

interaction design (Jakob Nielsen) are going to be used. Below, these 10
principles and whether or not are applied in Uber UX design.

x Generic approach
o Consistency and standards.
ƒ Uber has imposed a standard in the ride service hailing
applications.
ƒ It follows the guidelines of Android and iPhone for each one
of these platforms.
o User control and freedom.

16
 ƒ It is possible to cancel easily the main actions in the
application
o Recognition rather than recall
ƒ All important information is kept on screen while using the
service.
o Flexibility and efficiency of use
ƒ Uber application can be personalized by adding frequent
destinations if it is needed.
x Showing information to the user
o Visibility of system status
ƒ State changes in the ride are notified on screen and by push
notifications when the application is in background.
o Match between system and the real world
ƒ Maps allow users to associate their actual position against
the driver position and vice versa.
x Dialogue and visual design
o Aesthetic and minimalist design
ƒ Notifications have only needed information.
x Dealing with user errors and providing help
o Error prevention
ƒ The primary color (black) allows users to realize the
important actions like request a ride,
ƒ Options that can be undone like cancellations require
confirmation.
o Help users recognize, diagnose, and recover from errors
ƒ Error messages are implemented in the application in a way
that they guide the users when an error is raised.
o Help and documentation
ƒ A wide documentation is exposed by the application with
lots of recommendations about different topics

3.2 Lyft

3.2.1 Description

Lyft, Inc. is an American ridesharing company based in San Francisco,

California and operating in 644 cities in the United States and 12 cities in
Canada. It develops, markets, and operates the Lyft mobile app, offering car
rides, scooters, a bicycle-sharing system, and a food delivery service [10].
Essentially it offers the same services than Uber. So, the similarities in design
are very obvious. However, Lyft has its own personalized sequence of actions to
get similar results.

3.2.2 Analysis

17
 Figure 10 Home screen Lyft App IOS

Design Analysis
In order to analyze the UX of Lyft, the 10 general principles for user interaction
design (Jakob Nielsen) are going to be used. Below, these 10 principles and
whether or not are applied in Lyft UX design.
o Generic approach
o Consistency and standards.
ƒ Lyft implements the same features expected for a ride
sharing application, which are: Setting a profile, set an
origin and a destination, set payment methods, enable
communication between driver and user.
ƒ Lyft follows the guidelines of Android and iPhone for each
one of these platforms. However, the options and features
are exactly the same in both platforms.
o User control and freedom.
ƒ Lyft allows to easily cancel any action in the application
o Recognition rather than recall

18
 ƒ Lyft keeps on screen only the core information needed in
each action, specially while using the ride sharing service.
o Flexibility and efficiency of use
ƒ Lyft can be personalized in different ways. for instance, by
adding frequent destinations to improve
o Showing information to the user
o Visibility of system status
ƒ Lyft shows the state of the application through the bottom
panel which changes according to the different stages of the
service.
o Match between system and the real world
ƒ Lyft reflect the position of drivers and riders interactively in
the map so that distances and arrival times can match the
reality. Even the directions of streets are reflected in the
map.
o Dialogue and visual design
o Aesthetic and minimalist design
ƒ Lyft in general shows only the needed information in each
screen so that it can match the goals of each feature.
o Dealing with user errors and providing help
o Error prevention
ƒ Lyft uses its primary color (purple) to stand the important
actions like request a ride, set position, save, etc.
ƒ Lyft requires confirmation to execute important and
decisive options.
o Help users recognize, diagnose, and recover from errors
ƒ Lyft shows error messages according the situation, guiding
the user, so that they can understand what happen and
how to act.
o Help and documentation
ƒ Lyft exposes documentation with a wide range of
recommendations about different topics and problems.

3.3 Common Features Comparison

Features Uber Lyft Proposed App

Payment Method Cash Debit/Credit Cash

Debit/Credit Card Initially cash
Card payment will be
introduced.

Surcharges Yes Yes Yes

They depend on They depend on As the platform will
the location the location work in different
(local fees) and (local fees) and urban areas and
the specific ride the specific ride schedules
(tolls, airports, (tolls, airports, surcharges might be
etc.) venues, etc.) charged.

Signup Fee No No No

19
 It is only needed It is needed a No charges will be
a phone phone number, made in signing up.
number to sign email and a It is important to
up. Credit Card. gain users so that
But no charge the platform be
is made. successful.

Tracking Yes Yes Yes

Tracking Tracking Tracking is a key
centered centered feature in the ride
platform. It platform. It service hailing
allows to track allows to track platforms. So, this
the position of the position of will help to improve
the driver and the driver and the acceptation of
the customer the customer the platform, by
during the on during the on using the previous
going service. going service. knowledge of the
users.

Navigation in Yes Yes Yes

the app Main menu. It Main menu. It The platform is going
has a menu has a menu to have a main
that allow users that allow users menu. This will help
to navigate to to navigate to to improve the
all the features all the features acceptation of the
of the of the platform because of
application. application. the previous
knowledge of other
platforms.

Professional No No Yes
drivers required It isn’t a It isn’t a As it is required to
requirement to requirement to use cargo vehicles, it
have a have a is required a
professional professional professional driving
driving license. driving license. license.

Available all Yes Yes Yes

hours It is available It is available The platform is going
24/7 24/7 to be available 24/7
but the service will
depend on the
drivers that weather
be available or not.

Fingerprint of Yes Yes Yes

drivers and Drivers and Drivers and Information between
customers customers info customers info drivers and
is shared clearly is shared clearly customers is going to
between each between each be showed since the
other other moment they are
connected. This will
help to improve the
acceptation of the
platform because of

20
 the previous
knowledge of other
platforms.

Share status Yes Yes No

It is possible to It is possible to This feature is
share the status share the status oriented to safety of
of your ride of your ride people. You can
with up to 5 with a friend track the position of
people. So, they who will know the vehicle through
know where you where you are the map of the
are during the during the ride. application.
ride.

Web access Yes No No

Web access to Initially the access
the platform is won’t be web to
enabled simplify the
interaction.

Mobile app Yes Yes Yes

access Mobile is the Mobile is the Mobile access will be
main access to main access to enabled. Versions for
the platform. the platform. Android and IOs will
There are There are be created with the
versions for versions for exact same
Android and Android and interaction but
IOs. IOs. respecting the
particular design of
each platform

Waiting period Yes Yes Yes

Time between Time between The platform is going
the request of the request of to estimate the time
the service and the service and of arriving of the
its start is its start is driver to pick up the
estimated and it estimated and it cargo and the driver
is updated is updated to deliver the cargo.
constantly. constantly. This will help to
improve the
acceptation of the
platform because of
the previous
knowledge of other
platforms.

Communication Yes Yes Yes

among driver Since driver and Since driver and Communication is
and rider prior customer are customer are fundamental in this
to trip connected, they connected, they kind of platforms. So
can interact can interact a channel is going to
with each other with each other be established.
by sending by sending Initially the mobile
messages inside messages inside network it will be
the application the application used by phone calls

21
 or through a or through a and application
free call if you free call if you predefined messages.
are registered in are registered in
Uber. Lyft.

Business Yes No No
collaboration Uber promotes Initially, it won’t be
its additional any business
services in the collaboration.
platform: Uber
eats and Jump

Book in advance Yes Yes Yes

Uber allows to Lyft allows to In cargo
schedule a ride schedule a ride transportation it
up to 30 days in up to 7 days in makes a lot of sense
advance advance to schedule a
transportation
service. Since this
kind of transport
requires some prior
logistics. This will
help to improve the
acceptation of the
platform because of
the previous
knowledge of other
platforms.

Restrictions of Yes Yes Yes

use Transport Transport This application will
services are services are be open to all type of
available to available to customers. As any
everyone under everyone under other application
the restrictions the restrictions terms of use will be
accepted by the accepted by the applied and should
user when an user when an be accepted by the
account is account is use prior to receive
created. created. any service.

Access points Anywhere Anywhere Anywhere

Everywhere in a Everywhere in a This platform is
city where Uber city where Lyft oriented to the
operates. operates. Ecuadorian market
so it will be available
in the three main
urban areas in
Ecuador: Quito,
Guayaquil and
Cuenca. So, the pick
up is going to be
done anywhere
inside this urban
areas.

22
 Max length of Yes Yes No
travel It has a It has a Even though the
maximum time maximum platform is oriented
of 4 hours per distance of 60 to urban areas,
ride. miles per ride. transportation
services outside of
this areas can be
supported if the
customer requires
so.

Max people Yes Yes Yes

It depends on It depends on There will be a
car capacity. car capacity. maximum capacity
for the cargo. The
type of vehicle
required by the cargo
will vary according to
it.
Table 1 Apps comparison and purposal

3.4 Conclusion

Uber is the most important reference among ride service hailing platforms.
It is fundamental to take advantage of the existing experience of people using
applications like Uber and Lyft, so that the learning curve of the proposed
application be shorter.
On the other hand, there are differences between the transportation of people
and the transportation of goods. Therefore not all features that already exist in
Uber or Lyft are applicable to the proposed application.
Uber and Lyft apply the usability heuristics of Jakob Nielsen. The new
application should follow these principles too.
The features that can fit in the business of transportation of goods by demand
are:
o Payment Method: Cash (initially), debit and credit card
o Surcharges. The application should admit surcharges if needed. The
application will be used in different locations, so different laws may be
applied.
o Tracking centered. The application has to allow tracking of the position
of the driver and de rider in all time during the service.
o Navigation. The application should implement a menu that provide
access to the different options of the platform.
o Professional drivers. It will be required to have professional drivers with
the right license type.
o Available all hours
o Fingerprint of drivers and customers. So that both sides can recognize
each other.
o Mobile access. The platform will be available through a mobile application
o Waiting period. There will be always a waiting time meanwhile the service
is requested and it is accepted by a driver. Another waiting period is
between the service is accepted until is actually given.

23
 o Communication among driver and rider prior to trip. The application will
provide ways to communicate between driver and customer.
o Book in advance. The application will support booking rides prior a week.
o Restrictions of use. The application will have a use agreement with all the
specifications of use and the restrictions.
o Access points. The application will be available from any point inside a
city where the service is given.

Taking into account this analysis a first version will be proposed for the
transportation application.

24
Chapter IV
4 Analysis of the context of use
In this section, it is going to be described the context of use of the proposed
application. As it is explained in Chapter 2, the context of use describes in detail:
users, tasks and environment.
For collecting information that is going to make possible to define the context of
use, it is going to be used:
o Questionnaires
o Interviews
After analyzing the information gathered it is going to be organized in:
o Customer profiles
o Value Proposition Canvas.

4.1 Gathering Information

4.1.1 Questionnaires

Initially, there are two groups of users:

x Customers. People that are going to demand transportation services.
x Drivers. People that are going to provide transportation services.
Thus, two questionnaires are going to be applied to these two groups of users.
The general objectives of the next questionnaires will be:
x Gathering demographic data and connectivity information
x Understanding if there is any previous experience with ride service
hailing applications
x Describing the actions taken by the users in order to get and provide
cargo transportation services.

Drivers Questionnaire

1. What is your gender?

տ Male տ Female տ I’d rather not to answer

25
 Figure 11 Driver questionnaire - Gender

2. What is your age?

տ 18 – 30 years
տ 31 – 40 years
տ 41 – 50 years
տ 51 – 60 years
տ More than 60 years

Figure 12 Driver questionnaire - Age

3. What is your study level?

տ Elementary School
տ High School
տ Pre grade
տ Post grade

Figure 13 Driver questionnaire - Study Level

26
4. Do you have a professional driving license?
տ Yes տ No

Figure 14 Driver questionnaire - Professional License

5. Do you have a smartphone?

տ Yes տ No

Figure 15 Driver questionnaire - Have Smartphone

6. Do you use Internet in your mobile phone?

տ Yes տ No

Figure 16 Driver questionnaire - Use of Internet

7. Which of the next applications have you used?

տ Uber
տ Cabify
տ Lyft

27
տ None

Figure 17 Driver questionnaire – Use of other Apps

8. How often do you use applications like Uber, Cabify of Lyft?

տ Never
տ 1 to 2 times a week
տ 3 to 4 times a week
տ 5 to 6 times a week
տ 7 times or more a week

Figure 18 Driver questionnaire - Frecuency using other Apps

9. How was your experience with applications like Uber, Cabify or Lyft? (If you
have used them)

Unsatisfactory Satisfactory

28
 Figure 19 Driver questionnaire - Experience other Apps

10. You are a:

տ Student
տ Independent worker
տ Employee
տ Unemployed

Figure 20 Driver questionnaire - Area

11. What type of vehicle do you drive?

տ Pick up truck
տ Double cabin pick up truck
տ Truck of 1.5 to 3 tons
տ Truck of 5 tons
տ Other

Figure 21 Driver questionnaire - Type of vehicle

29
12. Your clients are
տ People
տ Companies

Figure 22 Driver questionnaire - Common clients

13. Describe the cargo that you normally transport

Analysis

Considering the answers provided by the drivers (Detailed in Appendix C), it was
made a Concept Map to illustrate all the aspects that are related to the cargo
and the relationships between them. This concept map was made in Spanish to
be faithful to the language used by the users, which are all Spanish speaking
people.

30
 Figure 23 Concept Map of Type of Cargo..

14. Describe the activities that you do before, during and after performing a
cargo transportation service

Analysis

Using the answers provided by the drivers (Detailed in Appendix C) a Concept

Maps was built to identify all the steps that Drivers execute in order to provide
a Cargo Transportation Service. It was important to consider the relationships
that involve these steps.

31
 Figure 24 Concept Map of Service Transportation Activities

This concept map was validated through an interview to a driver (See

transcription at the Appendix D). It was a semi structured interview. Basically,
the same open questions were asked, and his answers were compared to the
concept map in order to verify that they already exist. After that, the concepts
that weren’t mentioned by the interviewee were validated with him to verify that
he has the same activities even though he didn’t mention them.

14. What is the most complicated thing when performing a cargo

transportation service?

Analysis

Using the answers provided by the drivers (Detailed in Appendix C) an Affinity

Diagram and a Concept Map were created.

The Affinity Diagram showed the next categories in which the drivers have
challenges:

32
 x Payment Estimation
x Customer Satisfaction
x Insecurity
x Inadequate Cargo
x Bad Roads
x Vehicle problems

Figure 25 Affinity Diagram of Challenging Activities

The Concept Map shows all the concepts exposed by the drivers as challenging
when they provide a transportation service. Additionally, the concept map links
these concepts in order to understand the relationships between them.

33
 Figure 26 Concept map of the driver’s problems.

The challenging things showed in the concept map can be summarized as

following:
x Unknown clients might assault the driver
x Customer satisfaction
x Cargo
o Too big
o Domestic animals
x Vehicle break down
x Bad roads
x Payment amount unfair

Customers Questionnaire

1. What is your gender?

տ Male տ Female տ I’d rather not to answer

34
 Figure 27 Customer questionnaire - Gender

2. What is your age?

տ 18 – 30 years
տ 31 – 40 years
տ 41 – 50 years
տ 51 – 60 years
տ More than 60 years

Figure 28 Customer questionnaire - Age

3. What is your study level?

տ Elementary School
տ High School
տ Pre grade
տ Post grade

Figure 29 Customer questionnaire - Study level

35
4. Do you have a smartphone?
տ Yes տ No

Figure 30 Customer questionnaire - Have Smartphone

5. Do you use Internet in your mobile phone?

տ Yes տ No

Figure 31 Customer questionnaire - Use of Internet

6. Do you have mobile data contracted for your mobile phone?

տ Yes տ No

7. Which of the next applications have you used?

տ Uber
տ Cabify
տ Lyft
տ None

36
 Figure 32 Customer questionnaire - Use of other Apps

8. How often do you use applications like Uber, Cabify or Lyft?

տ Never
տ 1 to 2 times a week
տ 3 to 4 times a week
տ 5 to 6 times a week
տ 7 times or more a week

Figure 33 Customer questionnaire - Frecuency of use other Apps

9. How was your experience with applications like Uber, Cabify or Lyft? (If you
have used them)

Unsatisfactory Satisfactory

37
Figure 34 Customer questionnaire - Experience other Apps

10. Have you ever needed to hire a company to move goods from one location to
another?
տ Yes տ No

Figure 35 Customer questionnaire - Hiring cargo service

11. How often do you need haile ride services to move goods from one place to
another?

Figure 36 Customer questionnaire - Frecuency hiring service

12. Describe the cargo that you usually require to transport

Analysis

38
Using the answers of the customers (Detailed in Appendix E) a Content Analysis
were applied. The unit for the analysis was words. The total of words analyzed
were 30.

The main categories that all cargo belongs to are:

x Furniture
x House stuff
x Business Goods
x Property for moving

Figure 37 Customer questionnaire - Common cargo

13. Describe the activities that you do to hire a company to move goods from
one location to another
The detail of the answers for this question are in Appendix D.

This information was used to create a Customer Profile from the Value
Proposition Canvas. (see Section 4.12 Value Proposition Canvas)

14. What is the most complicated thing when hiring a company to move goods
from one location to another?

The detail of the answers for this question are in Appendix D.

This information was used to create a Customer Profile from the Value
Proposition Canvas. (see Section 4.12 Value Proposition Canvas)

4.1.2 Value Proposition Canvas

39
With the information gathered in previous section by customers, the next Value
Proposition Canvas were designed.

Figure 38 Value proposition Canvas

4.1.3 User Profiles

Name Customer of Transportation Services

Motivation They need to move goods from one place or
another.
Experience They have moved goods in the past through the
transport service.
(See Analysis of Section 4.1.1 Questionaries, Customer
Questionary. Question 10)
Frustrations They don’t know where to look for transportation
services
They don’t find vehicles available when needed
They find only few adequate vehicles
They have uncertainty about the security of their
goods while being transported
They have uncertainty about the right
manipulation of their goods while being
transported.
They are not sure to get a fair price in the
transportation services.
(See 4.1.2 Value Proposition Canvas, Pains)
Relevant skills They manage to use mobile phone technology.

40
 (See Analysis of Section 4.1.1 Questionaries, Customer
Questionary. Questions 4, 5 and 6)
Usage of similar systems They have used applications like Uber, Lyft or
Cabify.
(See Analysis of Section 4.1.1 Questionaries, Customer
Questionary. Questions 7, 8 and 9)
Demographic, Person from 18 to 50 years old.
psychological and
At least Secondary studies.
physical characteristics
(See Analysis of Section 4.1.1 Questionaries, Customer
Questionary. Questions 1 and 2)
Table 2 User Profile - Customer of Transportation Services

Name Driver of a cargo vehicle

Motivation They work as drivers of cargo transport vehicles.
Experience They are professional drivers,
(See Analysis of Section 4.1.1 Questionaries, Driver
Questionary. Question 4)
Frustrations They have uncertainty for their safety as
customers are completely strangers.
They have problems when the description of the
cargo is wrong.
They have problems with the vehicle when the
cargo is too big.
They have disagreements about the price of the
service.
(See Analysis of Section 4.1.1 Questionaries, Driver
Questionary. Question 14)
Relevant skills They manage to use mobile phone technology.
(See Analysis of Section 4.1.1 Questionaries, Driver
Questionary. Questions 5 and 6)
Usage of similar systems No experience needed
(See Analysis of Section 4.1.1 Questionaries, Driver
Questionary. Questions 7, 8 and 9)
Demographic, Man from 18 to 60 years old
psychological and
At least secondary studies
physical characteristics
(See Analysis of Section 4.1.1 Questionaries, Driver
Questionary. Questions 1, 2 and 3)
Table 3 User Profile - Driver of a cargo vehicle

41
Chapter VI
5 Interaction Design V1
In this chapter the user interaction is going to be proposed. First, the navigation
map of both applications will show all the features that will be part of the
solution. For this work, not all features are going to be designed but the core
ones. Second, the prototyping section will present the tool chosen to implement
the design. Finally, the high-fidelity prototype will be shown and explained.

5.1 Navigation Map

Customer

Figure 39 Navigation Map of the Customer Application

The figure above shows the navigation that the customer is going to follow in
order to hire a transportation service.
The steps that are going to be analyzed in this work are described as follows:
x New Ride: It allows the user to choose the type of vehicle needed and the
description of the cargo
x Take picture: It allows the user to take a picture of the cargo
x Map Selection: It allows the user to look for the address of origin and
destination and set them as origin and destination. It also allows the user
to see the estimated price of the transportation service and request to all
the adequate vehicles to provide the transportation service.

42
 x Start ride: It allows the user to receive the transportation service provided
by a driver with the right vehicle according to what was asked and the
cargo. It shows the route between the origin and the destination along
with the position of the driver.
x Rating: It allows the user to rate the service.

Driver

Figure 40 Navigation Map of the Driver Application

The Figure 40 shows the navigation that the driver is going to follow in order to
provide a transportation service.

The steps that are going to be analyzed in this work:

x Enable Availability: It allows the user to receive transportation requests.
x Select vehicle: It allows the user to choose the vehicle in which the user
wants to work.
x Receive New Ride: It allows the user to receive, analyze and accept a
transportation request.
x Start Ride: It allows the user to start a service transportation.
x Alert: It allows the user to alert the customer that the driver is around.
x Cancel: It allows the user to cancel the transportation service.
x Finish Ride: It allows the user to finish a service transportation.

5.2 Prototyping

43
In order to create the prototype of the solution a platform is needed. There is a
wide offer of platforms and applications that allows the creation of prototypes.
The chosen option was the platform called Figma.

Figure 41 Figma [11]

Figma was chosen as prototyping tool because:

x It allows the creation of high-fidelity prototypes.
x It allows to perform a remote test in the platform.
x It allows students to access the platform with the Professional plan for
free.
x It is a widely used platform in the industry of Design.

5.3 High Fidelity Prototype

5.3.1 Customer

44
5.3.1.1 New Ride

Figure 42 Customer Hight fidelity prototype - New Ride

New Ride will be the main screen for Customers. This screen is the first step to
request and receive a service transportation.
It has the information related to the cargo, which is fundamental to a right
transportation service. According to the cargo the customer has to select the
type of vehicle needed.

45
 Figure 43 Customer Hight fidelity prototype – New Ride selection Vehicle

The list showed in the field Type of Vehicle corresponds to all the cargo vehicles
that the platform accepts. These types can grow according to the drivers that
want to provide their services through the platform.

46
 Figure 44 Customer Hight fidelity prototype – New ride cargo description

A cargo description it is needed to show this information to the driver so that

he/she can accept the transportation service request.

47
 Figure 45 Customer Hight fidelity prototype – New ride Weight

A fundamental information about the cargo is the weight. This weight is

estimated and measured in Kilograms. This weight should be taken as
reference to choose the type of vehicle required.

48
 Figure 46 Customer Hight fidelity prototype – New ride Width

The dimensions of the cargo might be included if it is known.

Figure 47 Customer Hight fidelity prototype – New ride Lenght

49
 Figure 48 Customer Hight fidelity prototype – New ride height

5.3.1.2 Take a picture

Figure 49 Customer Hight fidelity prototype – New ride take a picture

50
In order to validate the cargo a photo is taken by the customer so that the
driver can see the cargo and validate that he/she can provide actually the
service with the vehicle selected.

5.3.1.3 Map Selection

Figure 50 Customer Hight fidelity prototype – Map selection

Along with the cargo, the address of the origin and the destination of the cargo
are the main information used by the driver to decide if they can provide the
service or not.
Furthermore, the use of maps and geo location solves any problem related to
locate the points of origin and destination. Geo location helps to improve the
sense of security, because tracking of the cargo is available.

51
 Figure 51 Customer Hight fidelity prototype – Map selection Origin

The first field is the origin of the cargo. The user has to type the address and
when it is found. A pin is located so that the user can verify visually the origin.

Figure 52 Customer Hight fidelity prototype – Map selection Destination

52
The second field is the destination of the cargo. The user has to type the
address and when it is found. A pin is located so that the user can verify
visually the destination.
Additionally, the route between origin and destination is drawn. It is very
important because the distance is calculated, and it is used to calculate the
cost of the service.

Figure 53 Customer Hight fidelity prototype – Estimation

Once the route is drawn, the price can be calculated. In order to see it the
user can see it by the option estimate. It is shown the distance, time and
finally the price of the service.

53
 Figure 54 Customer Hight fidelity prototype – Payment Method

It is possible to change the payment method. Initially it is done with Cash, but
it can be added Credit/Debit car in the future.

5.3.1.4 Start Ride

Once the information of the cargo and origin/destination are set, the customer
is ready to request a transportation service.

54
 Figure 55 Customer Hight fidelity prototype – Start Ride

In order to request a transportation service the user should use the Solicitar
Viaje option so that the request is received by the platform and send to all
possible providers the request.

55
 Figure 56 Customer Hight fidelity prototype – Ride Started

Once a driver accepts the request, the customer is going to see the information
of the provider and the opportunity to contact through a call. The position of
the driver is located in the map too.
5.3.1.5 Rating

Figure 57 Customer Hight fidelity prototype – Rating Selection

56
After the service is finished, the customer has the chance to assess the service
and the driver with a five stars scale. Once a number of stars is chosen the user
will be given a confirmation and a thanking message is shown.

Figure 58 Customer Hight fidelity prototype – Rating confirmation

5.3.2 Driver
5.3.2.1 Enable Availability

Figure 59 Driver Hight fidelity prototype – Enable Availability

57
Enable Availability is the home screen for the driver. This page allows the driver
to inform the platform that he/she is ready to receive any transportation request.

5.3.2.2 Select Vehicle

Figure 60 Driver Hight fidelity prototype – Select Vehicle

When the driver is ready to receive a transportation request should activate the
available switch and choose the car in which he/she is working at the moment.
5.3.2.3 Receive new ride

58
 Figure 61 Driver Hight fidelity prototype – Receive New ride

The platform will send the transportation request according to the type of vehicle
that the driver activated to work on. In this request the driver will see the origin
and destination of the cargo. The request will also show the weight, description
and picture of the cargo. Finally it will show the price calculated by the platform
according to the distances, time of the day, type of truck and weight. As the
platform calculates the price, with the time these parameters can be adjusted,
so that the price be fair along the time. The driver should accept the request
within a minute or just let it pass by.

5.3.2.4 Start Ride

59
 Figure 62 Driver Hight fidelity prototype – Start Ride

Once the driver accepted the transportation request, the map is shown with the
route between origin and destination and his/her position.

60
5.3.2.5 Alert

Figure 63 Driver Hight fidelity prototype – Notification

The driver when it is close to the origin it is capable to alert the customer that
is close. It is done by the option Alert, which have the option to alert by a
message of the application or call directly. A confirmation message is needed to
avoid mistakes.

5.3.2.6 Finish ride

61
 Figure 64 Driver Hight fidelity prototype –Ride started

When the driver is in the origin should start the ride through the option
Empezar Viaje.

Figure 65 Driver Hight fidelity prototype – Finish Trip

When the driver is in the destination should finish the ride through the option
Finalizar Viaje. Once he/she does it, a confirmation message is shown with a
62
summary of the transportation service, including the price that have to be
charged to the customer.

Figure 66 Driver Hight fidelity prototype – Finish message confirmation

5.3.2.7 Cancel

Figure 67 Driver Hight fidelity prototype – Cancel Trip

Before starting the ride, the driver has the chance to cancel the ride and this
action is going to be informed to the customer so that can request again the
transportation service.

63
6 Usability Evaluation

6.1 Plan of Usability Test

6.1.1 Evaluation goals

To perform a usability testing of the high-fidelity prototype with thinking aloud

protocol. There will be measurements of effectiveness, efficiency and user
satisfaction.

6.1.2 Dates, places and roles

Customers

Test session Date Place Num. Users Comments

1 01 August Zoom 6 It is
2020 estimated to
carry out
sessions of
maximum 30
minutes
2 02 August Zoom 1 It is
2020 estimated to
carry out a
session of
maximum 30
minutes
Table 4 Plan of Usability Test - Customer - Date and Places

Driver
Test session Date Place Num. Users Comments
1 08 August Zoom 4 It is
2020 estimated to
carry out
sessions of
maximum 30
minutes
2 09 August Zoom 1 It is
2020 estimated to
carry out
sessions of
maximum 30
minutes
Table 5 Plan of Usability Test - Driver - Date and Places

64
 Test session Facilitator role Observer role
1 Santiago Quinapallo Santiago Quinapallo
Table 6 Plan of Usability Test - Facilitator Observer

6.1.3 Participants

Participants We expect to recruit at least 5 to 7 participants.

Since we have two users: a) customer b) driver. The
best case scenario is to recruit at 7 participants for
each user profile.

Recruiting Participant recruitment will be informal. We expect

to recruit 7 participants for customers and 5 for
drivers.

Table 7 Plan of Usability Test - Participants

6.1.4 Sequence

6.1.4.1 Welcome text

[As the test is performed by Spanish speakers this text is in Spanish]

Primero, gracias por tu participación en nuestra prueba de usabilidad. Una
aplicación llamada DGC Llevar está siendo desarrollada que tiene diferentes
características como ayudar a las personas a contratar servicios de transporte
de carga.
Entonces hemos hecho un prototipo de nuestra aplicación y nos gustaría que
pruebes algunos escenarios, de modo que podamos descubrir problemas de
diseño que pudieran existir y por tanto mejorar nuestra aplicación.
El proceso que seguiremos hoy es simple:
x Primero, completarás un cuestionario de información personal
x Entonces, te pediremos que realices algunas tareas usando nuestro
prototipo. Si te atoras y no puedes descifrar que hacer luego, deberías
preguntarnos.
De nuevo, no estamos aquí para probar tus habilidades, sino para probar
nuestra aplicación. Una vez que la prueba haya concluido, te daremos unos
cuestionarios para que los llenes, de forma que sepamos el nivel de satisfacción
y las impresiones generales de nuestra aplicación.

6.1.4.2 Process

65
1. Say the “welcome text” (2.4.1) to the participant.
2. Gather personal information (2.5).
3. Do the usability testing of the prototype. Ask the participant to perform the
tasks (2.6), gather data (2.7) and observations (2.8).
4. After using the prototype, ask the participant to fill in the user satisfaction
questionnaire (2.9), the user experience questionnaire (2.10) and ask for general
impressions (2.11).

6.1.5 Personal information questionnaire

Customer

Código: _________

¿Cuál es tu género?
տ Masculino տ Femenino տ Prefiero no contestar

¿Cuál es tu edad?
տ 18 – 30 años
տ 31 – 40 años
տ 41 – 50 años
տ 51 – 60 años
տ Más de 60 años

¿Cuál es tu nivel de estudios?

տ Primaria
տ Secundaria
տ Tercer nivel
տ Postgrado

Ocupación: _________

¿Has necesitado contratar servicios de transporte para mover bienes (Ej:

Muebles, Material de Construcción, Maquinaria, etc) de un lugar a otro?

տ Si տ No

66
¿Con qué frecuencia necesitas contratar servicios de transporte para mover
bienes de un lugar a otro?

տ Diario
տ Quincenal
տ Mensual
տ Trimestral
տ Semestral
տ Anual
տ Nunca

Describe los bienes que usualmente requieres transportar.

_____________________________________________________________________
_____________________________________________________________________

Describe las actividades que realizas para contratar servicios de transporte para
que te ayuden a mover bienes de un lugar a otro
_____________________________________________________________________
_____________________________________________________________________

¿Qué es lo mas complicado al contratar servicios de transporte para mover

bienes de un lugar a otro?
_____________________________________________________________________
_____________________________________________________________________

Driver

Código: _________

¿Cuál es tu género?
տ Masculino տ Femenino տ Prefiero no contestar

¿Cuál es tu edad?
տ 18 – 30 años

67
տ 31 – 40 años
տ 41 – 50 años
տ 51 – 60 años
տ Más de 60 años

¿Qué tipo de vehículo manejas?

տ Camioneta simple
տ Camioneta doble
տ Camión de 1.5 a 3 Toneladas
տ Camión de 5 Toneladas
տ Otro

Tus clientes son

տ Personas particulares
տ Empresas

Describe la carga que normalmente te piden transportar

_____________________________________________________________________
_____________________________________________________________________

Describe las actividades que realizas antes durante y después de prestar el

servicio de transporte de carga
_____________________________________________________________________
_____________________________________________________________________

¿Qué es lo mas complicado al dar un servicio de transporte?

_____________________________________________________________________
_____________________________________________________________________

6.1.6 Tasks to be performed by participants

68
Customer

Tarea 1
Título Realizar un viaje de transporte
Situación Inicial El participante (cliente) le gustaría
realizar un viaje con una carga que
debe ser transportada desde un
origen hacia un destino.
Para esto él/ella necesita usar el
aplicativo “DGC Llevar”. El/la usuario
debe solicitar un viaje con la carga y
se debe finalizar el viaje sin calificar el
servicio.
Instrucciones de la tarea Tipo de Vehículo: Tipo de Vehículo 1
Carga a transportar:
· Mesa
· Sillas
Peso: 25 Kg
Ancho: 2 mt Largo: 3 mt
Altura: 0,75 mt
Origen: Puerta del Sol, Madrid,
España
Destino: Parque del Retiro, Madrid,
España
Foto: Mesa y Sillas
Método de pago: Efectivo
Table 8 Customer - Tasks to be performed by participants - Task 1

Tarea 2
Título Realizar un viaje de transporte y
cancelarlo al final, no finalizar
Situación Inicial El participante (cliente) le gustaría
realizar un viaje con una carga que
debe ser transportada desde un
origen hacia un destino.
Para esto él/ella necesita usar el
aplicativo “DGC Llevar”. El/la usuario
debe solicitar un viaje con la carga y
al finalizar se debe proceder a
cancelar en vez de finalizar.
Instrucciones de la tarea Tipo de Vehículo: Tipo de Vehículo 1
Carga a transportar:Mesa y Sillas

69
 Peso: 25 Kg
Ancho: 2 mt Largo: 3 mt
Altura: 0,75 mt
Origen: Puerta del Sol, Madrid,
España
Destino: Parque del Retiro, Madrid,
España
Foto: Mesa y Sillas
Método de pago: Efectivo
Table 9Customer - Tasks to be performed by participants - Task 2

Tarea 3
Título Realizar un viaje de transporte ,
finalizar y calificar el servicio
Situación Inicial El participante (cliente) le gustaría
realizar un viaje con una carga que
debe ser transportada desde un
origen hacia un destino.

Para esto él/ella necesita usar el

aplicativo “DGC Llevar”. El/la usuario
debe solicitar un viaje con la carga y
se debe finalizar debe calificar el
servicio.
Instrucciones de la tarea Tipo de Vehículo: Tipo de Vehículo 1
Carga a transportar: Mesa y Sillas
Peso: 25 Kg
Ancho: 2 mt Largo: 3 mt
Altura: 0,75 mt
Origen: Puerta del Sol, Madrid,
España
Destino: Parque del Retiro, Madrid,
España
Foto: Mesa y Sillas
Método de pago: Efectivo
Calificación: 4/5 estrellas
Table 10 Customer - Tasks to be performed by participants - Task 3

Driver

70
Tarea 1
Título Hacer el conductor activo
Situación Inicial El participante (conductor) le gustaría
recibir un viaje con una carga que
debe ser transportada desde un
origen hacia un destino.
Para esto él/ella necesita usar el
aplicativo “DGC Llevar”. El/la usuario
debe ponerse como activo y
seleccionar vehículo.

Instrucciones de la tarea Tipo de Vehículo: Tipo de Vehículo 1

Table 11 Driver - Tasks to be performed by participants - Task 1

Tarea 2
Título Haz un viaje de transporte y cancélalo
al final
Situación Inicial El participante (conductor) le gustaría
recibir un viaje con una carga que
debe ser transportada desde un
origen hacia un destino.
Para esto él/ella necesita usar el
aplicativo “DGC Llevar”. El/la usuario
debe ponerse como activo, seleccionar
vehículo, recibir, aprobar alertar y
cancelar viaje

Instrucciones de la tarea Tipo de Vehículo: Tipo de Vehículo 1

Table 12 Driver - Tasks to be performed by participants - Task 2

Tarea 3
Título Haz un viaje de transporte
Situación Inicial El participante (conductor) le gustaría
recibir un viaje con una carga que
debe ser transportada desde un
origen hacia un destino.
Para esto él/ella necesita usar el
aplicativo “DGC Llevar”. El/la usuario
debe ponerse como activo, seleccionar
vehículo, recibir, aprobar y finalizar
un viaje con la carga

71
 Instrucciones de la tarea Tipo de Vehículo: Tipo de Vehículo 1
Table 13 Driver - Tasks to be performed by participants - Task 3

6.1.7 Measurements

6.1.7.1 Objective measurements

Measurement Description
Time Time required to complete one task
Actions Number of elemental actions performed (click,
tap, …) to complete one task.
Errors Number of mistakes made during one task.
Success Yes/no (whether the participant succeeds at
completing the task).
Table 14 Objective measurements

6.1.7.2 Optimal values

Customer

Task 1: 20 actions, 60 s, 0 errors , success yes

Task 2: 20 actions, 60 s, 0 errors, success yes
Task 3: 24 actions, 65 s, 0 errors, success yes

Driver

Task 1: 3 actions, 10 s, 0 errors , success yes

Task 2: 10 actions, 30 s, 0 errors, success yes
Task 3: 10 actions, 40 s, 0 errors, success yes

6.1.8 Observation sheet

72
Task User Time Actions Errors Success
1 C1

1 C2

1 C3

1 C4

1 C5

1 C6

1 C7

73
2

Table 15 Observation sheet

Customer
User C#
Screen Category Description
New ride

Photo

Map

Rating

Informative Messages

Table 16 Observation sheet - Customer

User D#
Screen Category Description
Availability

Transportation Request

Ride

Ride Summary

Table 17Observation sheet - Driver

6.1.9 User satisfaction: SUS questionnaire

Participant ID

Date and time

Table 18 User satisfaction: SUS questionnaire

74
Reply with your degree of agreement or disagreement to the following ten
sentences, where 1 means “I totally disagree with the sentence” and 5 means “I
totally agree with the sentence”.

1 2 3 4 5

I think that I would like to use this

system frequently.
I found the system unnecessarily
complex.
I thought the system was easy to use.

I think that I would need the support

of a technical person to be able to use
this system.
I found the various functions in this
system were well integrated.
I thought there was too much
inconsistency in this system.
I would imagine that most people
would learn to use this system very
quickly.
I found the system very cumbersome
to use.
I felt very confident using the system.

I needed to learn a lot of things before

I could get going with this system.
Table 19 User satisfaction: SUS questionnaire - degree of agreement or disagreement

6.1.10 User experience: UEQ questionnaire

Participant ID

Date and time

For the assessment of the product, please fill in the following questionnaire. The
questionnaire consists of pairs of contrasting attributes that may apply to the

75
product. The circles between the attributes represent gradations between the
opposites. You can express your agreement with the attributes by ticking the
circle that most closely reflects your impression. Please decide spontaneously.
Don’t think too long about your decision to make sure that you convey your
original impression.
1 2 3 4 5 6 7
annoyin enjoyabl 1
g e
not underst 2
underst andable
andable
creative dull 3
easy to difficult 4
learn to learn
valuable inferior 5
boring exciting 6
not interesti 7
interesti ng
ng
unpredi predicta 8
ctable ble
fast slow 9
inventiv conventi 10
e onal
obstruct supporti 11
ive ve
good bad 12
complic easy 13
ated
unlikabl pleasing 14
e
usual leading 15
edge
unpleas pleasant 16
ant
secure not 17
secure
motivati demotiv 18
ng ating
meets does not 19
expecta meet
tions expecta
tions
inefficie efficient 20
nt
clear confusin 21
g

76
 impracti practical 22
cal
organize cluttere 23
d d
attractiv unattrac 24
e tive
friendly unfriend 25
ly
conserv innovati 26
ative ve
Table 20 User experience: UEQ questionnaire

6.1.11 General impressions

Participant ID

Date and time

1. What are the main problems you

have found while using this
prototype?

2. What is the part of the prototype

that has been more difficult to
understand (if any)? Why?

3. What have you liked most of the

prototype? Why?

4. Can you describe your overall

experience with this prototype?

Table 21 General impressions

77
6.2 Test Results

6.2.1 Executive summary

The usability test was performed using Zoom, where 7 people were asked to
participate and give feedback throughout the test as customers and 5 as drivers.
We chose virtual meetings because of the current pandemic situation. There are
two user profiles that we proposed: customers and drivers.
During the execution, we realized that in the case of the customers, the users
faced difficulties in the selection of origin and destination as well as to select
vehicle type because of the use of dropdown.
On the other hand, the drivers are not very familiarized with technology and at
the beginning they needed some help but the second and third test they gained
confidence and expertise and the process became easy to execute.

6.2.2 Goal of evaluation

Evaluate the performance (effectiveness and efficiency) of participants when

using the high-fidelity prototype. Evaluate the participants’ satisfaction with the
SUS questionnaire, and their user experience with the UEQ questionnaire.

6.2.3 Schedule update

Deviation Aspect Explanation

1 Date The planned day were changed because of the
availability of the participants
2 Place It was planned to execute using Zoom.
Table 22 Schedule update

6.2.4 Information about the performed usability testing

6.2.4.1 Dates and places

Sessio Date Place Num. Participants

n Users
1 08 Aug 2020 Zoom 6 It was carried out the test
with users with an
individual session of
maximum 30 minutes for
customer
2 09 Aug 2020 Zoom 1 It was carried out the test
with a user with an

78
 individual session of
maximum 30 minutes for
customer
3 15 Aug 2020 Zoom 2 It was carried out the test
with users with an individual
session of maximum 30
minutes for driver
4 16 Aug 2020 Zoom 3 It was carried out the test
with users with an individual
session of maximum 30
minutes for driver
Table 23 Dates and places

6.2.4.2 Participant demographics

CUSTOMERS

Based on the information gathered with the personal questionnaire, the next
general results:

x We can see from the table that the test was performed to 7 people with 2
Men and 5 Women participants

Figure 68 Customer questionnaire gender

x We can see from the table that the test was performed to 8 people with
participants from 18 to 50 years

79
 Figure 69 Customer questionnaire Age

Figure 70 Customer questionnaire study level

From the previous graphics we can get the next insight about the sample:
‰ Participants with level of studies
a) High school are two participants
b) Bachelor degree are three participants
c) Masters degree are two participants
‰ They have in common that all of them have at least secondary studies

DRIVERS

Based on the information gathered with the personal questionnaire, the next
general results:

80
x We can see from the table that the test was performed to 5 people with 5
Men and 0 Women participants

Figure 71 Driver questionnaire gender

x We can see from the table that the test was performed to 5 people with
participants from 18 to 40 years

Figure 72 Driver questionnaire Age

x We can see from the table that the test was performed to 5 people with
participants that use each type of vehicle, except for trucks of 5 tons.

81
 Figure 73 Driver questionnaire - Driven Type of vehicle

x We can see from the table that the test was performed to 5 people with
participants that have their customers in most of the cases particular
customers.

Figure 74 Driver questionnaire - Customers

6.2.5 Effectiveness

Customer

Errors (average) Errors (std. dev.) Success rate

Task 1 4.14 1.57 100%

Task 2 2.14 1.35 100%
Task 3 1.71 1.38 100%
Table 24 Customer Effectiveness

82
 Figure 75 Customer Effectivenes Number of errors per participant/task

The Figure 75 shows the number of errors made by participants when

performing each task. The number of participants for customers were 7 and
they executed all required tasks.
The maximum number of mistakes made during task 1 was 6, and in task 2
and 3 participants P4 and P1 didn’t make mistakes in their tasks respectively.

Driver

Errors (average) Errors (std. dev.) Success rate

Task 1 0.40 0.55 100%

Task 2 2.20 1.64 100%
Task 3 1.00 0.71 100%
Table 25 Driver Effectiveness

83
 Figure 76 Driver Effectiveness Number of errors per participant/task

The Figure 76 shows the number of errors made by participants when

performing each task. The number of participants for drivers were 5 and they
executed all required tasks.
The maximum number of mistakes made during task 1 was 1, and in task 2 the
maximum was 4 errors and in task 3 was 2 errors.

6.2.5.1 Effectiveness Analysis

Customer

Most of the mistakes are concentrated in Task 1. This task was the most
complex from the point of view of the participants. A lot of assistance was needed.
Task 2 is the next in size, most people committed at least one mistake here. The
easiest task was 3, it has the least number of mistakes, there were people that
didn't even make one mistake.

Driver

Most of the mistakes are concentrated in Task 2. This task was the most
complex from the point of view of the participants. A lot of assistance was needed.
Task 3 is the next in size, most people committed at least one mistake here,
there were people that didn't even make one mistake. The easiest task was 1, it
has the least number of mistakes, there were people that didn't even make one
mistake.

84
6.2.6 Efficiency

Customer
1. Time:

The charts show the overall results for the time spent by all participant when
performing the three different tasks in the usability test:

Time(seconds)
Mean Tine Optimum CV Ratio between
(seconds) (std. time average number of
dev.) (seconds) time and optimum
Task 1 138.14 45.21 60 0.33 130.24%
Task 2 112.71 38.19 60 0.34 87.86%
Task 3 133.71 53.45 65 0.40 105.71%
Table 26 Customer Time Efficiency

Figure 77 Customer Efficiency - Time Mean vs Optimal

From the table and chart we can see that for the first task there is a difference
of 130.24% between the mean and optimal value. This means that the majority
of participants spent more time performing the task, than the optimal. Checking
the relation between the standard deviation and the mean through the CV
(Coefficient of variation) we get a 0,33 which is a medium variance, so the
dispersion times are spread but not very spread.
85
For the second task there is a difference between optimal and mean, which
means that on average participants spent more than expected when performing
the test with 87.86% difference. The CV in this case 0,34 is not very high, which
means also that it is medium variance.
For the third task there is also a difference of 105.71% in the time spent of
performing the task between the optimal and mean. The CV is 0.40 which is a
medium variance, so the time spent between participants is spread.
In overall task 1 had the biggest difference, followed by task 3 and task 2
regarding the optimal time spent.

Figure 78 Customer Efficiency - Time per task and participant

From the previous chart we can see the overall results for the time of the three
tasks performed by all participants. Besides the descriptive statistics described
before, this bar chart shows that for the three tasks there were people who spent
more and less than the optimal time. Even though the first task has the least
CV, we can see that the difference between optimal and test time is very high
above and below its value, and only the first participant was close to the optimal,
the same for task two and three. For the task the majority of participants spent
more than the optimal value.

2. Actions:

The charts show the overall results for the actions done by all participant when
performing the three different tasks in the usability test:

Actions(Taps)
Actions Actions Optimum Ratio between Diff.
(avg.) (std. number average Percentag
dev.) of actions number of e
actions and
optimum

86
 Task 1 26.14 2.41 20 0.09 30.71%
Task 2 23.14 1.95 20 0.08 15.71%
Task 3 24.86 2.27 24 0.09 3.57%
Table 27 Customer Actions Efficiency

Figure 79 Customer Efficiency - Actions mean vs Optimal

From the table and chart we can see that for the first task there is a difference
of 30.71% between the mean and optimal value. This means that some
participants spent more time performing the task, than the optimal. Checking
the relation between the standard deviation and the mean through the CV
(Coefficient of variation) we get a 0,09 which is a very low variance, so the
dispersion actions are not very spread.
For the second task there is also a 15.71% difference between optimal and mean.
The CV in this case 0,08 which is also a very low variance.
For the third task there is a difference of 3.57% in the actions done for
performing the task between the optimal and mean. The CV is 0,09 which is a
low variance.
The difference here cannot be negative due to the fact that the optimal actions
are the minimum to perform all tasks.

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 Figure 80 Customer Efficiency - Elemental Actions per task and participant

From the last chart and the descriptive statistics analysis, the difference
between mean and optimal have the same trend here. The less the difference,
the more close to the optimal value are the participant actions, which didn’t
happen for the time data. This is because as pointed out before, values can only
be greater than optimal.

Driver

1. Time:
The charts show the overall results for the time spent by all participant when
performing the three different tasks in the usability test:

Time(seconds)
Mean Tine Optimum CV Ratio between average
(seconds) (std. time number of time and
dev.) (seconds) optimum
Task 1 11.20 4.60 10 0.41 12.00%
Task 2 38.20 27.12 30 0.71 27.33%
Task 3 48.46 19.08 40 0.39 21.15%
Table 28 Driver Efficiency Time

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 Figure 81 Driver Efficiency - Time mean vs Optimal

From the table and chart we can see that for the first task there is a difference
of 12% between the mean and optimal value. This means that some of the
participants spent a little more time performing the task, than the optimal.
Checking the relation between the standard deviation and the mean through
the CV (Coefficient of variation) we get a 0,41 which is a medium variance, so
the dispersion times are spread but not very highly spread.
For the second task there is a difference between optimal and mean, which
means that on average participants spent more than expected performing the
test with a 27.33% difference. The CV in this case 0,71 is high, which means
that the time spent between participants is highly spread.
For the third task there is also a difference of 21.15% in the time spent of
performing the task between the optimal and mean. The CV is 0,39 which is a
medium variance, so the time spent between participants is spread but not very
highly spread.
In overall task 2 had the biggest difference, followed by task 3 and task 1
regarding the optimal time spent.

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 Figure 82Driver Efficiency - Time per task and participant

From the previous chart we can see the overall results for the time of the three
tasks performed by all participants. Besides the descriptive statistics described
before, this bar chart shows that for the three tasks there were people who spent
more and less than the optimal time. The second task has the highest CV and
that difference it's easy to see in the bars. In the first and third tasks the time
is less spread but similar between them.

2. Actions:

The charts show the overall results for the actions done by all participant when
performing the three different tasks in the usability test:

Actions(Taps)
Actions Actions Optimum Ratio Diff.
(avg.) (std. dev.) number of between Percentag
actions average e
number of
actions
and
optimum
Task 1 4.40 0.55 3 0.12 46.67%
Task 2 12.00 2.12 10 0.18 20%
Task 3 12.20 0.84 10 0.07 22%
Table 29 Driver Efficiency Actions

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 Figure 83 Driver Efficiency - Actions mean vs Optimal

From the table and chart we can see that for the first task there is a difference
of 46.67% between the mean and optimal value. This means that some
participants spent more time performing the task, than the optimal. Checking
the relation between the standard deviation and the mean through the CV
(Coefficient of variation) we get a 0,12 which is a very low variance, so the
dispersion actions are not very spread.
For the second task there is also a 20% difference between optimal and mean.
The CV in this case 0,18 which is also a very low variance.
For the third task there is a difference of 22% in the actions done for performing
the task between the optimal and mean. The CV is 0,07 which is a low variance.
The difference here cannot be negative due to the fact that the optimal actions
are the minimum to perform all tasks.

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 Figure 84 Driver Efficiency - Elemental Actions per task and participant

From the last chart and the descriptive statistics analysis, the difference
between mean and optimal have a similarity here, except in task 2. The less the
difference, the closer to the optimal value are the participant actions, which
didn’t happen for the time data. This is because as pointed out before, values
can only be greater than optimal.
In overall the task two had less difference, followed by task three and task one
as the chart is showing.

6.2.6.1 Efficiency Analysis

In the case of customers, with respect to time the level of efficiency is not high
because the participants take their time to carefully review the information that
is presented on the screen due to the lack of familiarity with it. It has been
possible to identify that in the same task, the second time the degree of efficiency
increases with respect to time, due to the familiarity of the first tests and that
the execution becomes more conscious and automatic. In the three tasks carried
out, the participants spent more time than the optimum, since it was considered
the management automatically without taking into account the reading of
everything that is displayed on the screen. At the end of the tests, more
efficiency in the execution of the tasks began to be noticed. It is worth
mentioning that the only users who managed to reduce the execution time were
the participants who were familiar with similar transport systems. In the case
of efficiency with respect to actions, It has been noted that during the
development of the tests all users reduced the number of shares due to the
progressive familiarization they were acquiring, gradually reducing them and
approaching the optimal number of shares.

In the case of the drivers, unlike the passengers, a difference was noted with
respect to time efficiency. In the drivers, being more specific tasks and with
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fewer steps included than the time, you were not much of the optimum. While
the tests were progressing, as the number of actions increased, users took the
time to analyze the information that was presented on the screen the first time,
but when repeating the same actions, the increase in time efficiency was noted.
In the case of actions, while the test progressed, it was noted that users were
approaching the optimal number of actions due to the familiarity they were
acquiring during the usability test.

6.2.7 User satisfaction: SUS questionnaire

Customer

The SUS score is presented next for all participants:

Participant Id P1 P2 P3 P4 P5 P6 P7

SUS SCORE 95 85 95 95 82.5 100 87.5

AVERAGE 91.43

ADJECTIVE RATING A

STD DEV 6.4

Table 30 Customer SUS score

We can see from the table above that the average is 91.43 over 100, meaning a
score greater than 80.3 which is an A adjective rating. The dispersion is low with
a Coefficient of variance of 0,7.

1 Strongly 2 3 4 Agree 5 Strongly

disagree Disagree Neutral agree

1 0 0 0 2 5

2 6 1 0 0 0

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 3 0 0 1 1 5

4 4 2 0 1 0

5 0 0 0 0 7

6 6 0 1 0 0

7 0 0 0 2 5

8 7 0 0 0 0

9 0 0 0 1 6

10 2 3 1 1 0

Table 31 Results of the SUS questionnaire of Customer

From the previous table we can see different shades of gray for successive good
scores and in red bad scores. Next each result will be discussed for all questions:

1. Seven participants agreed to use the app very often.

2. Seven participants found the app not very complex to use
3. Six participants thought that the app is easy to use, while only one is
neutral
4. Six people think that they won’t need support for using the app. Only
one person agrees on extra support.
5. All participants found the app functions well integrated
6. Six participants didn’t find any inconsistency while interacting with the
app, while only one is neutral
7. Seven participants thought that they will learn to use the app very easy
8. Seven participants found the app very cumbersome to use
9. Seven participants felt confident using the app.
10. Five participants thought that they don’t need to learn more things to
be able to use the app, while one is neutral and one did

DRIVER

The SUS score is presented next for all participants:

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 ParticipantId P1 P2 P3 P4 P5

SUS SCORE 72.5 92.5 90 87.5 77.5

AVERAGE 84

ADJECTIVE RATING A

STD DEV 8.6

Table 32 Driver SUS score

We can see from the table above that the average is 84 over 100, meaning a score
greater than 80.3 which is an A adjective rating. The dispersion is low with a
Coefficient of variance of 0,10.

1 Strongly 2 3 4 Agree 5
disagree Disagree Neutral Strongly
agree

1 0 0 0 3 2

2 3 2 0 0 0

3 0 3 0 0 2

4 3 1 0 0 1

5 0 0 0 1 4

6 4 1 0 0 0

7 0 0 0 2 3

8 5 0 0 0 0

9 1 0 0 3 1

10 3 2 0 0 0
Table 33 Results of the SUS questionnaire of Customer

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From the previous table we can see different shades of gray for successive good
scores and in red bad scores. Next each result will be discussed for all questions:

1. Five participants agreed to use the app very often.

2. Five participants found the app not very complex to use
3. Three participants thought that the app is easy to use, while two
thought it was not.
4. Four people think that they won’t need support for using the app. Only
one person agrees on extra support.
5. All participants found the app functions well integrated
6. Five participants didn’t find any inconsistency while interacting with
the app
7. Five participants thought that they will learn to use the app very easy
8. Five participants found the app very simple to use
9. Four participants felt confident using the app, and one not.
10. Five participants thought that they don’t need to learn more things to
be able to use the app.

6.2.7.1 Analysis of User Satisfaction SUS Questionnaire

In general participants of both profiles have a positive perception of the

applications and their usability. The SUS Average of the customer application
is 91.43% and the driver application 84%. This percentage means a very good
level of acceptance.

Next a more extensive analysis of each question:

1. I think that I would like to use this system frequently

Strongly Strongly
disagree Disagree Neutral Agree agree
Number of
replies 0 0 0 2 5
(Customer)
Number of
replies 0 0 0 3 2
(Driver)
Table 34 SUS Questionnarie analysis. Question 1

The frequency of use of both applications have been mostly positive. In the case
of the Customer Application the majority of users agree on a frequent use, it
means that the platform adds value to the participants and wants to use it often.
For the Driver Application, most users agree on a frequent use. It means that
the application helps them to achieve their objectives.

2. I found the system unnecessarily complex

Strongly Strongly
disagree Disagree Neutral Agree agree

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 Number of
replies 6 1 0 0 0
(Customer)
Number of
replies 3 2 0 0 0
(Driver)
Table 35 SUS Questionnarie analysis. Question 2

About complexity in both applications, most people perceive the applications as

not very complex, it means that the functionalities are delivered in the right way
according to their purpose.

3. I thought the system was easy to use

Strongly Strongly
disagree Disagree Neutral Agree agree
Number of
replies 0 0 1 1 5
(Customer)
Number of
replies 0 3 0 0 2
(Driver)
Table 36 SUS Questionnarie analysis. Question 3

About usability, for the customer application most of the participants strongly
agree with the statement. So, they thought that the application was easy to use.
It means that the functionalities were implemented in a clear and simple way.
On the other hand, the majority of the drivers disagree with the statement. This
means that most of them thought that the application was difficult.

4. I think that I would need the support of a technical

person to be able to use this system
Strongly Strongly
disagree Disagree Neutral Agree agree
Number of
replies 4 2 0 1 0
(Customer)
Number of
replies 3 1 0 0 1
(Driver)
Table 37 SUS Questionnarie analysis. Question 4

For both applications the majority of the participants agreed that no external
support is needed to operate the applications. It means, that is explicative
enough to be used without any help

5. I found the various functions in this system were

well integrated

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 Strongly Strongly
disagree Disagree Neutral Agree agree
Number of
replies 0 0 0 0 7
(Customer)
Number of
replies 0 0 0 1 4
(Driver)
Table 38 SUS Questionnarie analysis. Question 5

Integration, for both applications, most of the people agreed that all parts of the
application were well integrated. It means that the navigation in the applications
were well understood and it had a logical distribution.
6. I thought there was too much inconsistency in this
system
Strongly Strongly
disagree Disagree Neutral Agree agree
Number of
replies 6 0 1 0 0
(Customer)
Number of
replies 4 1 0 0 0
(Driver)
Table 39 SUS Questionnarie analysis. Question 6

Consistency, for both applications, most of the participants thought that there
is almost no inconsistency in the application. It means that all features in the
applications have the same concepts in each one of them.

7. I would imagine that most people would learn to use

this system very quickly
Strongly Strongly
disagree Disagree Neutral Agree agree
Number of
replies 0 0 0 2 5
(Customer)
Number of
replies 0 0 0 2 3
(Driver)
Table 40 SUS Questionnarie analysis. Question 7

Usability, in this question participants of both applications, said that the

application is easy to use and it would be learnt very quickly. It is interesting
that this result is in conflict with question 3 for the Drivers application, probably
it was a misunderstanding of question 3.

8. I found the system very cumbersome to use

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 Strongly Strongly
disagree Disagree Neutral Agree agree
Number of
replies 7 0 0 0 0
(Customer)
Number of
replies 5 0 0 0 0
(Driver)
Table 41 SUS Questionnarie analysis. Question 8

With this question we can see that the majority of the participants have good
feelings as a result of the use of the system. It means, they did not end frustrated
or upset because of the interaction with the application.

9. I felt very confident using the system

Strongly Strongly
disagree Disagree Neutral Agree agree
Number of
replies 0 0 0 1 6
(Customer)
Number of
replies 1 0 0 3 1
(Driver)
Table 42 SUS Questionnarie analysis. Question 9

Confidence, in the case of both applications participants most of them strongly

agreed or agreed that they felt confident about using the application. This means
that the functionalities were clearly enough, so that the participants could
anticipate how this could work.

10. I needed to learn a lot of things before I could

get going with this system
Strongly Strongly
disagree Disagree Neutral Agree agree
Number of
replies 2 3 1 1 0
(Customer)
Number of
replies 3 2 0 0 0
(Driver)
Table 43 SUS Questionnarie analysis. Question 10

About assistance, the majority of the participants of the two applications think
that there aren’t a lot of things to learn before in order to be able to operate the
application. It confirms the fact that the functionalities are clear and self-
explanatories.

99
6.2.8 User experience: UEQ questionnaire

Customer

Figure 85 User experience Customer

According to the scale table and the chart, we get the following results for each
UX attribute where the mean value is calculated out of 3 which is the maximum
score:

‫ٯ‬ Attractiveness: It is one of the highest scores among all attributes,

with an excellent comparison and a mean of 2,93. In the range of the
10% best results.
‫ٯ‬ Perspicuity: For this attribute the score is 2,86, with an excellent
comparison. In the range of the 10% best results.
‫ٯ‬ Efficiency: It has the highest scores among all attributes, with a
score of 2,96, with an excellent comparison. In the range of the 10%
best results.
‫ٯ‬ Dependability: This one is the second lowest score with a 2.54, but
still very high. In the range of the 10% best results.
‫ٯ‬ Simulation: For this attribute the score is 2,75. In the range of the
10% best results.
‫ٯ‬ Novelty: This is the lowest score with a score of 1,29. 10% of results
better, 75% of results worse
100
Driver

Figure 86 User experience Driver

According to the scale table and the chart, we get the following results for each
UX attribute where the mean value is calculated out of 3 which is the maximum
score:

‫ٯ‬ Attractiveness: It is one of the highest scores among all attributes,

with an excellent comparison and a mean of 2,40. In the range of the
10% best results.
‫ٯ‬ Perspicuity: This is the highest score standing on an excellent
comparison, with a score of 2,60. In the range of the 10% best results.
‫ٯ‬ Efficiency: This stands excellent with a score of 2,10. In the range
of the 10% best results.
‫ٯ‬ Dependability: This stands in an above average with a 2,20. In the
range of the 10% best results.
‫ٯ‬ Simulation: This is one of the lowest scores. For this attribute the
score is 1,80. In the range of the 10% best results.
‫ٯ‬ Novelty: This is the lowest score with a score of 1,50. 10% of results
better, 75% of results worse

101
6.2.8.1 Analysis of User experience: UEQ questionnaire

Customer

The aggrupation by pragmatic quality (Perspicuity, Efficiency, Dependability)

that describes the quality aspects has an average of 2.79/3. The aggrupation by
hedonic quality (Stimulation, Originality) that describes the non-task related
quality aspects has an average of 2.02/3

Figure 87 Analysis of User experience Customer

Driver

The aggrupation by pragmatic quality (Perspicuity, Efficiency, Dependability)

that describes the quality aspects has an average of 2.30/3. The aggrupation by
hedonic quality (Stimulation, Originality) that describes the non-task related
quality aspects has an average of 1.65/3

102
 Figure 88 Analysis of User experience Driver

6.2.9 General impressions of participants

6.2.9.1 What are the main problems you have found while using this
prototype?

In the case of the customer, the participants didn't find any problem using the
app. However, in some mobile phones the app prototype didn't fit the screen
and the users with that situation in order to identify that there were some
actions (star trip, finish trip, alert and cancel) at the bottom, they had to scroll
down to find them. This is not related to the usability test, but it is related to
the use of Figma as a tool that was not responsive for all devices, especially the
new ones. The 71.4% of the participants didn’t have any problem with the use
of the prototype.
In the case of drivers, one observation was the need to have more information
related to the vehicles (size, capacity, etc) as well as the service (profit for the
company and profit for the customer). The 80% of the participants didn’t have
problems with the use of the prototype.

6.2.9.2 What is the part of the prototype that has been more difficult to
understand? Why?

In the case of the customers, the 28.6% of the participants (two of seven) found
that the most difficult part was the selection of the origin and the destination.
Just one participant had difficulty entering the weight of the cargo. The 42.9%
of the participants (three of seven) didn’t have any difficulty.
In the case of the drivers, just one participant found a difficulty in the beginning
and the end of the ride, because the participant could not realize when to start
and finish. The 80% of the participants didn’t find something difficult using the
app.

103
6.2.9.3 What or which function have you liked most of the prototype?
Why?

In the case of customers, the participants with 42.86% really appreciated the
speed during the use of the app, so it will help to optimize the time. The next
42.86% of the participants thought that the app is very easy to use. Just one
user thought that this app is pretty similar to other apps in functionality but
different because this app allows to carry out a cargo.
In the case of drivers, the participants in general agree that the prototype is easy
and fast to use. One participant mentioned that the prototype has everything
together to achieve the goal of transport of freight.

6.2.9.4 Can you describe your overall experience with this prototype?

Overall, all participants described their experience as good.

In the case of the customers, some participants mentioned that the use of the
prototype was easy, efficient, secure and useful.
In the case of the drivers, some participants mentioned that the use of the
prototype was user friendly, easy to use, fast and useful.

6.2.10 Relevant observations made

In the case of customers, the participants expressed the need to have an easy
and fast application. But the main concern is about security, so if there is
enough information about the driver will help to trust in the service. An
important issue for the customers was the selection of origin and destination
because the users are not so much familiarized

In the case of drivers, the participants expressed their need to know about
technical details of the vehicle and economical details about the trip, so they
wanted to see as much as possible information to consider that information
during the time job.

6.2.10.1 Summary of usability problems

- Lack of assistance in the application in the important information.

Complex information like Type of Vehicle and Weight need more
explanation in order to fill them properly. That is why some kind of
assistance is needed.

- More visual information needed to associate a type of a concept with the

real world. The concept vehicle has different types. These types have
differences in their size and thus in the capacity of transportation. So it
is essential to understand the difference and more accurate images help
the user to associate them with the real world.

104
- Complex messages. Messages are supposed to help. So complicated or
inaccurate messages produce an opposite effect. Long messages have to
be expressed in their simplest form and be precise. The alert message
was too general, and it was changed to express the real purpose of it,
which is an alert of closeness to the point of origin to the customers cargo.

- Lack of consistency in the usage of user controls. Consistency is

fundamental in the process of learning how to use an application. So all
the controls used in the application must behave in the same way. It was
found that some input texts didn’t have a place holder which helps to
identify what information it is expected to type.

- Lack of consistency in the usage of the main color and the secondary
color. Consistency in the usage of colors is also important for learning
how to use an application. The main color of the applications is green
and the secondary light grey, so these colors were used in all screens in
a more consistent way. Screens like the Transportation Request in the
Driver, the Accept button were changed to green as it is a main option.
Also Cancelling options were changed to red in order to highlight the
nature of this option. An example of this is the Cancellation button of the
Customer when the ride has begun.

- Lack of grouping and indentation. In order to ease the use of applications,

grouping and indentation is important, especially when groups of
information have to be shown. When a transportation request is
presented to the driver, they need to understand it quickly in order to
evaluate whether or not they are going to provide service.

- Usage of standardized controls. Previous experience of users can be used

in the application to make it easy to learn and use. When users look for
the addresses of origin and destination of the transportation service, it is
necessary to use standard controls to use the previous knowledge of the
user. More precisely in the Map Selection screen in the Customer
Application, the controls located next to each field where supposed to
catch the current position of the Customer. These controls where
changed to have the standard icon used with this purpose.

- More understandable format of information. To provide a better user

experience the information provided to the user should be in the most
understandable format possible. In the application, there are places
where a duration is showed. This duration where expressed in the format
“hh:mm:ss” which is very technical. It was changed to express it in a
more humanized format like “## hours and ## minutes” which is more
understandable. This can be seen in the Transportation Request on the
Driver Application, in the field of estimated duration of the ride..

105
106
7 Interaction Design V2
In this chapter, it is going to be highlighted the changes made to the original
version of the Interaction Design. This new version of the interaction was created
based on the test results. All the usability problems identified and analyzed were
corrected through this new purpose. Next, it is shown all the changes made to
the original Design.

Customer

New Ride

Figure 89 Customer Interaction Design V2 - New ride

Information buttons has been added to give more detail about the type of vehicle
and cargo’s weight.

107
 Figure 90 Customer Interaction Design V2 - Type of vehicle Information

When the information button in the type of vehicle is pressed this screen shows
more details about this field.

Figure 91 Customer Interaction Design V2 - Weight Information

108
When the information button in the cargo’s weight is pressed this scree shows
more details about this field.

Figure 92 Customer Interaction Design V2 - Type of vehicle detailed

This screen shows the list of available type of vehicles with a scroll bar always
visible. It has been added capacity and number of available seats to be used by
the customer during the ride.

Take a picture

109
 Figure 93 Customer Interaction Design V2 - Take picture button

The centra button to take the picture has been modified to maintain the solid
standard, not just a circle.

Map Selection

110
 Figure 94 Customer Interaction Design V2 - Map Selection Place holders

It has been added placeholder text in the text field. Origin and destination.
Besides, the current position buttons for origin and destination has been added.

Estimation

111
 Figure 95 Customer Interaction Design V2 - Estimation

The cost of the ride has been emphasized with a green color, due to this field
at the end will be payed to the driver.

112
 Figure 96 Customer Interaction Design V2 - Detailed driver Information

It has been added more information about the driver: rate and number of rides
finished. The format of the time has been modified with the format of hour and
minute.

Phone Call

113
 Figure 97 Customer Interaction Design V2 - Phone call

The screen to call to the driver has been implemented. It allows to the user to
make a call to the driver. It shows the driver’s mobile phone number and
pressing the call button will open the native screen to make a call using the
number registered in the application.

Rating

114
 Figure 98 Customer Interaction Design V2 - Rating

The rating has been implemented in just two steps, select and accept.

Driver
Enable Availability

115
 Figure 99 Driver Interaction Design V2 - Enable Availability

The current position has been added to specify the driver’s location.
Select Vehicle

Figure 100 Driver Interaction Design V2 - Selection vehicle

116
Images has been added to show the difference betwen the several types of
vehicles.

Receive new ride

Figure 101 Driver Interaction Design V2 - Receive New ride

Customer’s information profile has been added.

Start Ride

117
 Figure 102 Driver Interaction Design V2 - Start Ride

Cancel buttons has been changed to red color to show the difference with the
other buttons.

118
 Figure 103 Driver Interaction Design V2 - Alert closeness

Notification message has been changed to explain better the nature of this
alert, which is to alert closeness to the origin of the cargo service to the
customer.

119
Chapter VIII
8 Conclusions and Future Work.
8.1 Conclusions

The present work is centered in proposing the design of the interaction of a

solution that allows customers to get a cargo transportation service and drivers
to offer and provide it. For designing this interaction, some goals were
established.

Goal 1: Check existing solutions that provide transportation services

Nowadays, there exists a wide offer of transportation platforms. The most

successful platforms in the field are completely oriented to the transportation of
people. The applications analyzed was Uber and Lyft. They have ruled the
market for around 10 years. These applications are so widely used that taking
them as a point of reference in the design will benefit the time of learning of how
to use the proposed applications. The transportation of goods has its own
characteristics that were considered in the proposed design.

Goal 2: Define users and their particular needs and tasks

Since the start of this work, it was known that two types of users were involved:
customers and drivers. So, as part of the Analysis of Context of Use the profiles
of the users and their needs and concerns were identified

Customers are people from 18 to 50 years old with at least high school
completed and with access to mobile technology. They need to transport goods
securely and at a fair price.

Drivers are men from 18 to 60 years old with at least high school completed that
work as professional drivers. They have access to mobile technologies. They
need to provide cargo transportation safely, transporting cargo according of
their vehicle capacity.

Goal 3: Propose a design to meet the needs of the users

An Interaction Design was proposed to meet the needs of the users in a way that
they feel comfortable and even engaged with the solution.

Design principles were considered as long as the previous knowledge of the

leading applications in the sector of transportation.

A high-fidelity prototype was designed so that the users can interact with it and
a testing would be possible. The platform chosen for this fundamental action
was Figma because of the advantages that this platform present and specially
because it is free for students and teachers.

120
Goal 4: Assess and improve the design proposed

Testing an interaction design is fundamental to correctly deliver the value to the

users. In order to assess the interaction, a Usability Test were performed.
The Usability Test were applied to people with the profiles mentioned before.
The level of acceptance was very high in both applications. The Customer
application has a better perception than the Driver application. It can be caused
by the level of expertise of customers in using transport applications.
Some usability issues were found and a new version of the interaction with the
corrections was proposed. These issues were more related to findings that we
realized than usability problems evidenced by the users.

From a technical point of view:

The election of the platform to create the high-definition prototype it is very

important. If the platform has limitations or issues it can affect negatively the
Usability Test.

Figma as platform for prototyping allowed to create high quality prototypes and
the remote testing which was fundamental for this work.

In order to increase the acceptance of the platform is important to use the

previous knowledge of the users in order to accelerate the time needed to learn
how to use our platform. In this case Uber was the most important reference
that it was considered.

8.2 Future Work

Other interactions that were not covered in this work can be:
x For the customer:
o Payment Methods
o Historic Rides
o Profile
x For the driver
o Management of vehicles
o Bank accounts
o Historic Rides
o Profile
All these interactions are important and add value to the application.

121
9 References
[1] World Development Report: Digital Dividends. Overview, 2016 International
Bank for Reconstruction and Development / The World Bank. Page 2
[2] World Development Report: Digital Dividends. Overview, 2016 International
Bank for Reconstruction and Development / The World Bank. Page 8
[3] World Development Report: Digital Dividends. Overview, 2016 International
Bank for Reconstruction and Development / The World Bank. Page 13
[4] World Development Report: Digital Dividends. Overview, 2016 International
Bank for Reconstruction and Development / The World Bank. Page 6
[5] Business Model Generation, Alexander Osterwalder & Yves Pigneur, Pg. 14
[6] Business Model Generation, Alexander Osterwalder & Yves Pigneur, Pg. 18,
19
[7] Business Model Generation, Alexander Osterwalder & Yves Pigneur, Pg. 44
[8] https://www.strategyzer.com/canvas/value-proposition-canvas
[9] https://en.wikipedia.org/wiki/Uber
[10] https://en.wikipedia.org/wiki/Lyft
[11] https://www.figma.com
https://www.nngroup.com/articles/ten-usability-heuristics/
https://uxdesign.cc/lyft-re-design-case-study-3df099c0ce45
https://www.shreya-chowdhary.com/uber
http://documents.worldbank.org/curated/en/961621467994698644/pdf/10
2724-WDR-WDR2016Overview-ENGLISH-WebResBox-394840B-OUO-9.pdf
https://www.gsma.com/mobilefordevelopment/wp-
content/uploads/2019/07/GSMA-State-of-Mobile-Internet-Connectivity-
Report-2019.pdf

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10 Appendixes

APPENDIX A: Value Proposition Canvas. Trigger

Questions
Customer: Driver
Customer Jobs
Trigger Questions
Use the following trigger questions to help you think of different potential
customer jobs:
1. What is the one thing that your customer couldn’t live without
accomplishing?
Rides
What are the stepping stones that could help your customer achieve this
key job?
x Contact people that need to transport goods
x Agree the cost of the service
x Go to the initial point of the ride
x Transport the goods to the destination point
x Charge for the service to the customer
2. What are the different contexts that your customers might be in?

How do their activities and goals change depending on these different

contexts?
3. What does your customer need to accomplish that involves interaction
with others?
4. What tasks are your customers trying to perform in their work or
personal life? What functional problems are your customers trying to solve?
5. Are there problems that you think customers have that they may not even
be aware of?
6. What emotional needs are your customers trying to satisfy? What jobs, if
completed, would give the user a sense of self-satisfaction?
7. How does your customer want to be perceived by others? What can your
customer do to help themselves be perceived this way?
8. How does your customer want to feel? What does your customer need to
do to feel this way?
9. Track your customer’s interaction with a product or service throughout
its lifespan. What supporting jobs surface throughout this life cycle? Does the
user switch roles throughout this process?

Notes
x For the user's app, show the service directly without login and request
the login when the service is already requested.

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APPENDIX B: Drivers Questionnaire

What is your gender?

տ Male տ Female տ I’d rather not to answer

What is your age?

տ 18 – 30 years
տ 31 – 40 years
տ 41 – 50 years
տ 51 – 60 years
տ More than 60 years

What is your study level?

տ Elementary School
տ High School
տ Pre grade
տ Post grade

Do you have a professional driving license?

տ Yes տ No

Do you have a smartphone?

տ Yes տ No

Do you use Internet in your mobile phone?

տ Yes տ No

Which of the next applications have you used?

տ Uber
տ Cabify
տ Lyft
տ None

How often do you use applications like Uber, Cabify of Lyft?

տ Never
տ 1 to 2 times a week
տ 3 to 4 times a week
տ 5 to 6 times a week
տ 7 times or more a week

How was your experience with applications like Uber, Cabify or Lyft? (If you
have used them)

Unsatisfactory Satisfactory

You are a:
տ Student
տ Independent worker
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տ Employee
տ Unemployed

What type of vehicle do you drive?

տ Pick up truck
տ Double cabin pick up truck
տ Truck of 1.5 to 3 tons
տ Truck of 5 tons
տ Other

Your clients are

տ Particular people
տ Companies

Describe the cargo that you normally transport

_____________________________________________________________________
_____________________________________________________________________

Describe the activities that you do before, during and after performing a cargo
transportation service
_____________________________________________________________________
_____________________________________________________________________

What is the most complicated thing when performing a cargo transportation

service?
_____________________________________________________________________
_____________________________________________________________________

125
APPENDIX C: Drivers Questionnaire, Open Questions
Answers

Describe the cargo that you normally transport

Cargo transport

Construction materials

Home appliances

Passengers

Furniture and cargo

Food and things for social events like chairs tables tents platforms

Flowers

Purchases and transfer of home appliances

Little furniture

People with suitcases

Passengers and furniture

People

Of all kinds of cargo

Cartons equipment

Heavy and stiff things

Agricultural products, potatoes, beans, corn

Furniture. And cargo of vegetables

Describe the activities that you do before, during and after performing a
cargo transportation service

Vehicle maintenance
I receive the request. I process, charge, finish
Disinfect hands and vehicle
Transport people and parcels

126
Review of the vehicle that is in good condition and clean during the ride,
establish a pleasant conversation with the client, make sure that the cargo is
secure and always use the seat belt; at the end of the ride, check if there are no
forgotten objects and return to clean the vehicle for new service
Design
I welcome the customer, help with cargo, responsible driving, customer
communication, thank the customer for requesting and trusting in my
transportation service. And usually before and after cleaning.
Vehicle cleaning
Before, keep the vehicle clean, during, provide a good service, then check that
the vehicle has not been damaged.
Cleaning and disinfecting the vehicle
Vehicle disinfection and cleaning
Before cleaning my vehicle after disinfecting it
Reading in customer service
Be kind and collaborative
Cleaning the vehicle always
Verify safety in what I transport
Take care of the presence of my truck
None
The only one just the truck

What is the most complicated thing when performing a cargo

transportation service?

The insecurity

Unload

When the cargo is too big or long

Not knowing anything about the client if it is safe or not we are exposed to be
assaulted

When your vehicle is damaged

Establish the rate not only for the distance but for the type of cargo, weight and
roads from second to third order

When your vehicle is damaged

Payment disagreements

It's like reaching your entire customer satisfaction

Transport domestic animals for example cows

None

Mobilize on bad roads

Adapt to the customer

127
Satisfy the customer in the best way

None

Know what type of clients you meet

Nothing

I don’t complicate myself at all

I have no complications

128
APPENDIX D: Customers Questionnaire

What is your gender?

տ Male տ Female տ I’d rather not to answer

What is your age?

տ 18 – 30 years
տ 31 – 40 years
տ 41 – 50 years
տ 51 – 60 years
տ More than 60 years

What is your study level?

տ Elementary School
տ High School
տ Pre grade
տ Post grade

Do you have a smartphone?

տ Yes տ No

Do you use Internet in your mobile phone?

տ Yes տ No

Which of the next applications have you used?

տ Uber
տ Cabify
տ Lyft
տ None

How often do you use applications like Uber, Cabify of Lyft?

տ Never
տ 1 to 2 times a week
տ 3 to 4 times a week
տ 5 to 6 times a week
տ 7 times or more a week

Have you ever needed to hire a company to move goods from one location to
another?
տ Yes տ No

Describe the activities that you do to hire a company to move goods from one
location to another
_____________________________________________________________________
_____________________________________________________________________

What is the most complicated thing when hiring a company to move goods from
one location to another?
_____________________________________________________________________

129
_____________________________________________________________________

130
APPENDIX E: Customers Questionnaire, Open Questions
Answers

Describe the cargo that you usually require to transport

Furniture

Furniture

Furniture and clothing

House Furniture (moving)

Household goods

House furniture

House furniture

Furniture of my house

Move

Commodity

Debris

For moving house

Beds Dining Room

Construction material

Medicine

Home stuff

Furniture democracy housing

Describe the activities that you do to hire a company to move goods from
one location to another

Furniture

Moving

Furniture

131
Hire a friend

Truck rental by personal reference

Search online for the best price

I ask the provider

Find the truck and find stevedores to help me

Find a truck and hire according to price

Find and hire a truck

Find the truck and the best price

Company that sells industrial security equipment

Moving, trade

Telephone contact

None

furniture

Through contacts

Go to the right place

When I have needed for the moving of house.

Furniture

Food sale.

I search the Internet for moving services

What is the most complicated thing when hiring a company to move goods
from one location to another?

Furniture

Find someone who is available

Reliability and ensure the preservation of goods during transport

People of trust

Get the right transportation

132
Find a pickup or truck

Find the truck

Find the truck

Price and stevedores

Schedule availability

Distance

Find someone trustworthy at a reasonable price

Running time

Construction material

the price

Nothing

That it is not door to door

That there are not many trucks in the sector

Furniture

Find a car that goes according to the need

Find who handles furniture well

Good service and price

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APPENDIX F: Driver Interview Transcription
Interviewer Buenas noches. Mi nombre Omar Quinapallo. Primero puedes presentarte
cuál es tu nombre.
Interviewee Buenas noches mi nombre es Juan Carlos Cadena. Soy conductor profesional.
Interviewer ¿Cuál es tu edad?
Interviewee Tengo 43 años.
Interviewer Cuál es tu nivel de estudios.
Interviewee Estudié para conductor profesional en el instituto tecnológico quito ahí me
profesionalicé.
Interviewer ¿Me autorizas a grabar esta entrevista a para estudiar los temas que
vamos a ver?
Interviewee Sí autorizó a difundir y a grabar.
Interviewer La primera pregunta sería. ¿Puedes tú describir la carga que
normalmente llevas cuando das servicio de transporte?
Interviewee Sí, normalmente como nosotros estamos trabajando antes de que,
nosotros nos paramos en una estación específica de carga que
tenemos asignado. Es variado. Pero por lo general es menaje de casa,
colchones, lavadoras, refrigeradoras, electrodomésticos. A veces hay
material de construcción. Es variado todos los días es una aventura
diferente en esto del transporte.
Interviewer Me comentabas que tiene que ver con menaje de casa. Normalmente
cuando tu transportas está menaje de casa. ¿Los dueños de estos
bienes van juntamente contigo es decir transporta pasajeros
juntamente con la carga?
Interviewee Como ahora se trata de transporte de carga. Mixta. Tenemos nosotros
reglamentado que, en mi caso yo tengo una camioneta doble cabina.
Entonces nosotros podemos transportar carga mixta, nosotros
podemos llevar digamos carga, como te comentaba:
electrodomésticos, colchones, menaje de casa. Y tenemos también la
potestad de poder llevar una persona delante junto al conductor.
Junto a mi persona. Y 3 personas atrás. En total 5 personas. Estamos
hablando de un transporte de carga mixta. Tenemos los compañeros
que tienen las camionetas que son de una sola cabina. Ellos tienen
sólo, no pueden llevar pasajeros. Pueden llevar sólo la persona que les
va a ayudar. El estimador que se le dice. El que carga las cosas
adelante. Y nadie más. No puedes llevar personas. Los camiones igual
tiene una sola persona y la carga. Los camiones más grandes de 5
toneladas tienen el mismo tratamiento, la carga y una sola persona. En
el caso mío. Tengo la camioneta doble cabina es carga mixta. Por qué
tengo la carga y las personas que se pueden llevar dentro del vehículo.

134
Interviewer Entonces está regulado. Que se pueden llevar pasajeros de acuerdo al
tipo de vehículo.
Interviewee Exactamente. Está regulado. Dependiendo del vehículo. Se puede
llevar carga mixta.
Interviewer Alguna vez has tenido que llevar artículos. Para eventos sociales. No sé
sillas mesas. Ese tipo de cosas.
Interviewee Sí y justamente como comentaba en este mundo el transporte, en este
es nuestro giro de negocio todos los días es una aventura por qué se
puede llevar de todo, colchones, etcétera. Y sí. A veces han contratado
a las camionetas para llevar a eventos sociales, bueno, pero por esto
de la pandemia actualmente no ha habido mucho de eso. Pero antes
de la pandemia si se hacía transporte de carga de: sillas, mesas,
desarmados se llevaba del punto recogida el punto de dejada.
Interviewer En el caso de perecibles como alimentos, flores o productos
agropecuarios qué tan frecuente es eso.
Interviewee En mi caso por ejemplo en el caso de alimentos perecibles sólo se
puede llevar digamos alimentos que no necesitan refrigeración. Es
decir: cajas de atún, aceites, cosas de esas. Ya alimentos que necesitan
refrigeración no los podemos hacer, en mi caso específico no lo podría
hacer. Por una regulación que se llama la cadena de frío. Para
transportar ese tipo de carga se necesita un camión que venga con
refrigeración. Mi caso como es una camioneta doble cabina no tengo
esto. Allí se contratan camiones de 3 toneladas o de 5 toneladas que
son más grandes. Y los que posean obviamente el tipo de refrigeración
para hacer ese tipo de carga. Adicionalmente se necesita un permiso
especial para el transporte de alimento.
Interviewer Para este tipo de alimentos que deben ser refrigerados. ¿Y para los
que no son refrigerados no hay ningún tipo de problema?
Interviewee Por lo general cuando un agente de tránsito te para te ven la guia que
estas llevando y dependiendo de eso también si vas contra las leyes
obviamente te van a infraccionar.
Interviewer Entonces esto estará controlado por la guía de remisión.
Interviewee Correcto
Interviewer ¿Has tenido alguna vez que Transportar pasajeros con equipaje,
digamos talvez del aeropuerto o desde algún lugar de centro de
digamos de buses o algo así?
Interviewee Justamente como te comentaba cómo nosotros en las camionetas
simples y dobles por lo general las camionetas doble cabina como la
que yo poseo. Estas se utilizan más para hacer este tipo de carga mixta
de pasajeros y maletas. Por ejemplo, hay personas, aquí en ecuador
hay bastante gente que viene de España o Estados Unidos, tenemos
bastante emigrante aquí en nuestro país. Entonces ellos llegan con

135
 gran cantidad de maletas y entonces, ellos por ejemplo toman dos
taxis uno para llevar las maletas y otro para llevar a ellos y con la gente
que venga. En cambio, a nosotros nos ocupan para como atrás
tenemos nuestro espacio para llevar el balde de la camioneta, llevar
las maletas. Y adelante van como te contaba uno con el conductor. Y
en el asiento de atrás 3 personas eso es la ventaja que se tiene con la
carga mixta.
Interviewer Has tenido la misma experiencia con gente que viene haciendo
compras muchas cosas de supermercados tal vez ropa o ese tipo de
cosas. ¿También has tenido ese tipo de viajes?
Interviewee Sí esto se ve más cuando hay personas que tienen restaurantes o
personas que tienen sus mini markets. Qué van a mercados centrales
o mercados mayoristas, donde van a hacer compras como su nombre
lo dice al por mayor. Van con él que administra las compras hacen las
compras y esos tratos se hace.
Interviewer ¿En el caso de electrodomésticos qué tipo de electrodomésticos
normalmente se transportan?
Interviewee Normalmente tenemos refrigeradoras tenemos lavadoras secadoras.
Esa parte en lo que es electrodomésticos. También ya muebles carga
de muebles. Muebles de casa muebles de sala, muebles de comedor.
Hay cocinas en la parte de electrodomésticos.
Interviewer Vamos a pasar a la siguiente pregunta qué tiene que ver con las
actividades que se hacen o que tú haces cuando digamos antes
durante y después de dar unservicio de transporte. ¿Cuáles son las
actividades desde el inicio hasta que se termina el transporte?
Interviewee ¿Cuáles son las actividades por las que tienes que pasar?
Interviewer Empezaríamos, digamos lo primero que se hace es el chequeo del
automotor: Presión de los neumáticos, un poco la parte mecánica.
Como son justamente que transporta en mi caso La carga mixta
entonces es necesario que esté bien mecánicamente el vehículo.
Interviewee Ese cheque o lo haces tú mismo.
Interviewer Si nosotros mismos hacemos ese chequeo.
Interviewee Con eso empezamos. Luego una vez que se hace el chequeo vamos
con la limpieza de las unidades. Porque como sabes que un cliente al
ver las unidades que no están correctamente aseadas o limpias
simplemente no la toman. El aseo del vehículo, luego de eso se revisa
si tienes los implementos que se necesitan para llevar transporte
como electrodomésticos. Tener suficiente cuerda. Tienes que tener
dispositivos para que no se raspen los electrodomésticos, la carga.
Esto también se hace un chequeo. Ya estás listo para subir a los
pasajeros. Luego de eso te hacen una llamada o a su vez como se tiene
ya un aplicativo al que nos puedan escribir. Simplemente se espera
hasta que llegue un recorrido. Ya eso seria. Justamente eso es el antes.
136
 Una vez que ya se contrata se tiene una guía de remisión de lo que se
va a llevar, inclusive se tiene una guía de remisión para llevar cargas
pequeñas. Por qué por ahí te puede parar algún policía y te puede
pedir eso para ver si es que la mercancía es legal o no es legal.
Interviewer ¿Entonces tú tienes que chequear esa guía de remisión porque eso
viene de parte del cliente?
Interviewee Exactamente. Se le hace firmar aquí una guía con su número de
identificación, nombres y apellidos completos del cliente. Se le hace
firmar el documento. Ese es tu respaldo de que existe una carga legal.
Un transporte legal. Luego se revisa las direcciones de recogida. Y
dejada. Y se calcula el precio y se negocia con el cliente, se llega a un
acuerdo. Y se comienza el viaje. Una vez que se comienza el viaje. Se
revisa que la mercadería esté en condiciones para que no haya
problemas. Y se hace la transacción financiera de pago. Y termina el
recorrido. Como te digo cuando son electrodomésticos no hay
problema de que se quede con basura. Pero hay veces que se
transporta hasta materiales de construcción y hay que volver al paso
uno. A limpiar la unidad para que se puede tomar un nuevo recorrido.
Ya terminaremos el ciclo del recorrido.
Interviewer En temas de mantenimiento del vehículo. Esto es parte implícita de
servicio que se da. ¿Qué tan frecuentemente se hace el
mantenimiento del vehículo?
Interviewee El mantenimiento del vehículo se hace todas las mañanas. La primera
revisión de que tenga buena presión en los neumáticos, el líquido de
frenos se revisa todas las mañanas. Pero ya mantenimiento mecánico
se hace cada 3 meses. El mantenimiento de balanceo de frenos, filtros
de aire y cosas que se desgastan en el trajín del vehículo.
Amortiguadores cada 3 meses.
Interviewer En el tema de la que es atención al cliente qué aspectos se toma en
cuenta. En el servicio de transporte. Por ejemplo, se da una
bienvenida, conversas con el cliente, ¿tras finalizar la carrera te
despides e intercambias algún tipo de información?
Interviewee Por lo general hay clientes y clientes hay pasajeros y pasajeros. Por
ejemplo, hay clientes que son unos más abiertos a conversar mientras
se hace el recorrido. Hay clientes que son un poco más serios hay de
todo. Por otro lado, siempre se les da la bienvenida, se presenta, se le
indica el servicio o producto que va a adquirir. Eso es muy
indispensable. Estamos muy conscientes que el servicio al cliente es la
que manda. Que tengas un vehículo que no sea tan nuevo sí el servicio
a clientes es de primera el cliente te recomienda. Es primordial. Es uno
de los aspectos que pesa bastante. Las empresas nos están dando
capacitación para poder nosotros dar un buen servicio al cliente.
También estar bien presentados, estar bañados. Por decir hasta
perfumados. Para dar un buen servicio.

137
Interviewer Esto es parte de la atención al cliente. Intercambian algún tipo de
información. Al inicio credenciales, le dices tu nombre o van
directamente al tema del servicio.
Interviewee Por lo general se presenta. No se le dice soy conductor profesional
porque cuando contrata uno de estos vehículos ya se sobreentiende.
Pero por lo general en la parte del servicio al cliente, se le da a tu
nombre, la unidad que tiene. También se le pregunta por qué medio te
contacto. Se sabe que es recomendado o que es por medio de un
conocido. También se intercambian números se les entregó una
tarjeta. Con información para que puedan recomendarnos. O solicitar
otro servicio. Y nos llame nuevamente. Ese tipo de información se
intercambia.
Interviewer Requieres tuvo algún tipo de información de la persona. Tal vez le
preguntan sus nombres o alguna información adicional.
Interviewee Por lo general el nombre. La dirección exacta donde se va a hacer el
transporte de la carga. Y también cuando te contactan antes de nada
saber la dirección de recogida exacta. Dirección de entrega de la carga
exacta y la carga que es importante. Como te comento todos los días
es diferente en este mundo del transporte de carga. No es como
cuando tienes una unidad de taxi y sabes que vas a llevar pasajeros.
Aquí es diferente vas a llevar electrodomésticos o menaje de casa o
transporte de alimentos o material de construcción, tantas cosas.
Interviewer ¿Para subir y bajar la carga eso lo haces tú lo hace el cliente lo hacen
terceros? ¿Como tu lo manejas?
Interviewee El cliente la mayoría de las veces se busca a familiares o conocidos que
ayuden a cargar o descargar. Porque justamente uno juntamente con
el servicio de transporte se le pregunta también si necesita estimador
para la carga. Lo cual tiene un costo extra también. Si lo acepta se lleva
uno o 2 estibadores si no lo acepta él mismo tiene que hacer la carga y
descarga. El mismo tiene que proveer sus estibadores. Por qué
nosotros no podemos conducir y cargar. Es un poco complejo. Igual se
debe meter un poco de mano. Para que la carga no se estropee.
Interviewer Entonces normalmente lo manejas por terceros.
Interviewee Exacto.
Interviewer ¿Para asegurar la carga lo haces tú o lo hace alguien más?
Interviewee No la carga como te comentaba que en la lista que se hace cuando
empieza el día. Se revisa que cuentes con el material para que nos
estropee la carga y el material para asegurar la carga como: cuerdas o
sogas., cosas así. Cosas como espuma flex para que no se estropee la
pintura del muebla o de los electrodomésticos.
Interviewer ¿Entonces para el proceso de asegurar lo haces tú o lo supervisas?
Interviewee Lo hago yo y los superviso yo.

138
Interviewer ¿En el tema del cobro eso ya se hace al finalizar totalmente el servicio?
Interviewee Correcto al finalizar el servicio ya se hace el cobro. Actualmente como
siempre hemos hecho en efectivo. Normalmente ahora mismo solo lo
hace efectivo.
Interviewer ¿Al finalizar el servicio haces alguna inspección final de la camioneta
para revisar que no se hayan quedado alguna cosa? ¿O si es que se
quedó algo olvidado cómo haces para devolvérselo?
Interviewee Justamente eso te comentaba. En el transcurso del viaje intercambios
información con el cliente. Justamente porque tú ya entregas la carga.
Y revisas. Y se quedó algo. Al siguiente día más tarde te puedes dar
cuenta, cuándo vas a finalizar tu jornada laboral. le llamas y le
informas que algo se quedó olvidado en la unidad. Y le entregas. Si se
hace una revisión pos. Como para que la unidad esté sana. Como para
que la mercadería esté sana. Y no se quede nada en el vehículo.
Interviewer ¿Qué es lo más complicado cuando se da un servicio de transporte?
Interviewee La negociación del costo del flete o del transporte por qué cómo esto
es oferta. Antes de que existan las plataformas digitales. Las
plataformas se calculan exactamente. Desde el punto de recogida del
punto de entrega cuantos kilómetros. Mucha gente dice de aqui a tal
punto y le pago tanto. Esta negociación a veces un dolor de cabeza.
Cuando se hacen recorridos con una plataforma digital. Se dice el
precio y la gente no protesta.
Interviewer ¿Entonces el tema es la incertidumbre de no saber cuál es el precio
real?
Interviewee Exactamente.
Interviewer ¿Las estimaciones que normalmente hacen o hacían, las hacían por la
experiencia o tienen tablas por sectores o es totalmente la
experiencia?
Interviewee Si es totalmente la experiencia o como se dice que el ojo. O sea, más o
menos tú calculas la distancia y según eso se cobra la tarifa.
Interviewer ¿Qué más se toma en cuenta para calcular la tarifa? ¿Se toma en
cuenta también la carga tal vez o solamente es la distancia?
Interviewee Como te comentaba también la carga. Por qué no es lo mismo cargar
una refrigeradora que cargar 10 quintales de cemento. Que por
ejemplo cargar una refrigeradora, una lavadora y una cocina. Qué ya
sabes cuánto espacio te ocupan. Más o menos cálculos del peso. Diez
quintales de cemento, se dañan la unidad porque es bastante el peso.
Diez quintales son casi 1.000 libras de carga. Según esto también se
hace el cobro como te comentaba el ojo.
Interviewer ¿Algún otro problema que tengas al dar un servicio de transporte que
tengas o que hayas tenido? ¿Qué es lo más difícil de dar este servicio
de transporte?

139
Interviewee Cuando te dicen yo no necesito estibadores o cargadores y los
familiares que ayudan no son tan expertos como para cargar cosas.
Toca meter mano y como te comento conducir y cargar descargar
cosas. Entonces hay problemas con la carga cuando es diferente a lo
que te están diciendo o es demasiado grande. Y no tienen los medios
para poder cargarla. A veces también el problema es que te dicen.
Tengo que llevar unas 3 cositas. Cuando al final llegas y no son tres
cositas. Y te dicen espéreme por qué está en el décimo piso y lo vamos
a bajar.
Interviewer O sea, normalmente son problemas con la carga de que es imprecisa
digamos la descripción. o más pesada de lo que parecía o está en un
lugar menos accesible?
Interviewee Sí.
Interviewer ¿Algo más que detectes?
Interviewee No la verdad como te comenté es que necesitamos ayuda tecnológica.
O sea, principalmente para el cálculo y el tema de la carga. Con una
imagen que te mando el cliente. Con la experiencia que se tiene ya
sabes que eso puede pesar más de lo que te dicen.
Interviewer Con respecto al cliente. La mayoría son desconocidos para ti. ¿El tema
de que sean desconocidos te causa algún tipo de inseguridad Al dar el
servicio de transporte?
Interviewee No en realidad. Antes de que existen herramientas tecnológicas había
temor si que podrían decir que llevan por ejemplo una refrigeradora,
pero dentro puede haber cosas ilegales. entonces si hay ese temor
también. Porque cuando te paran las autoridades piensan que tú
como transportador estas inmiscuido en esto.
Interviewer Ese puede ser un caso. Por otro lado, está el tema de los asaltos. ¿Eso
ha sido un problema en tu caso?
Interviewee En mi caso no ha habido problemas de asaltos porque por lo general
los transportes de casa. Ha habido ocasiones cuando hay menajes de
casa. Toca llenar la guía de remisión por qué la policía a veces te ven
que está sacando cosas de algún domicilio y te piden eso. Y hasta tal
hora digamos hasta las 8 de la noche. Entonces te pendiendo de la
distancia una hora. Hasta la 7 podrías sacar las cosas del punto A al
punto B.
Interviewer La guía de remisión entonces ha reducido la inseguridad por qué ya
estás seguro de que es algo legal y ahí están los datos del cliente, el
destino y el origen. Y toda esa información. Eso te da más certidumbre
de lo que está transportando. Y quiénes lo están transportando.
¿Verdad?
Interviewee Exactamente.

140
Interviewer ¿En el tema del servicio al cliente crees que es muy difícil alcanzar la
satisfacción de los clientes eso es un problema para ti o no tanto?
Interviewee No. La verdad yo pienso que una sonrisa rompe barreras. Si tu le tratas
bien con una sonrisa amable esto rompe cualquier muro. Claro que
hay clientes de todo, pero por lo general cuando el cliente recibe da lo
mismo.
Interviewer ¿El tema de los desperfectos mecánicos esto puede llegar a ser un
problema al dar el servicio?
Interviewee Si. Pero como somos un gremio estamos conectados por WhatsApp o
por teléfono. Sabes qué fulanito de tal me queda dañado apóyame
todo el mundo estamos prestos para ayudar. Incluso no pueden ser
desperfectos mecánicos pueden ser agentes de tránsito. Como
agremiados. Nos ayudamos entre nosotros. Cuando hay este tipo de
percances.
Interviewer Entonces de alguna forma van metiendo estos problemas con la ayuda
que recibe como cooperativa.
Interviewee Sí.
Interviewer Otro tema que podría ser un problema podrían ser las vías. Hay vías de
primero segundo y tercer orden. Hay vías que están más mal estado.
¿Eso es un problema para ti?
Interviewee Si, justamente como son vehículos de trabajos para carga. Como te
comentaba en la parte mecánica y en la parte de amortiguación en
caminos de tercer orden hemos tenido problemas. Pero por lo general
casi la mayoría de los caminos aquí se encuentra en buen estado.
Interviewer Entonces no sería un problema muy grave el tema de las vías?
Interviewee No. Ahí por temporadas. En invierno. Las vías se ponen un poco más
difíciles, pero se dañan por cuestión del invierno, pero hay que saber
cómo sobrellevar también.
Interviewer Eso sería todo. Gracias por tu ayuda. Procedo a cerrar esta
conversación.
Interviewee Listo, Santiago.
Interviewer Muchas gracias, Juan Carlos. Procedo a terminar la grabación.

141
APPENDIX G: Personal Information Questionarie -
Responses

Customer

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Driver

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APPENDIX H: SUS, UEQ and General Impressions
Questionnaire - Responses

Customer

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Driver

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