Truck Lagbe - Truck hiring Mobile App in Bangladesh
Backstory
Truck Lagbe is the largest online truck booking platform in Bangladesh. In this app-based truck rental service, you can hire trucks & pickups in a few minutes.
I was the first hire as a Product Designer role at Truck Lagbe back in Jan 2019. Truck Lagbe was in Pre-Seed startup. I helped the company expand its product team from 2 to 10 members. Managed to serve over 2M users & raised over $15 million in investment.
Disclaimer: To comply with my non-disclosure agreement, I have omitted and obfuscated confidential data/matrics in this case study.
My role
Researcher – Competitive Analysis, User Interviews, Journey Mapping UX
Product Designer – Sketching, Interaction Design, Prototyping, Developer Handoff documentation, back to back design communication
Outcome
– Raised over $15 million in investment.
– The shipper app has over 500,000 downloads in the Google Play Store.
Timeline
January 2020 – April 2020
Tools used
– Figma. Figma Jam
Platform
– Android
Understanding the business
Before diving straight to redesign I had to understand how the truck industry works and who are the users! So, I tried to gather as much information I could from inside and outside of the company. Thankfully, my colleagues were very supportive. I always had enough access to everyone
I had a lot of sessions with the CEO to find the answers like: What’s the main purpose of Truck Lagbe? Where do we want to be in six months, a year, or even five years from now? etc. We defined the long-term goal as More trip booking & user retention
User Research
We always wanted to talk to our clients in a way that made them feel comfortable. We used to call them — Bhai (Brother). Our conversation setting was always casual.
Understand user’s context & needs
- Where are they physically?
- Is there a trigger event causing this need?
- How much time do they have
- Are they on a specific digital platform? (Ex: Tiktok, Facebook Uber, Pathao)
- What emotions do they experience?
Method I used
- Survey (Google Doc) — A set of questions that can be filled in less than a minute.
- Phone Conversation: Usually takes 5–10 min.
- 1–1 Conversation: 30 min discussion
Ideate
We discussed the highlights from user research. Cross-matched feedback with existing users’ data. In the end, we prioritize the issues. Once we have explored the issues. We need to prioritize and choose from them.
Here are three considerations that helped us to prioritize the issues:
1. Value for the user — How satisfying this solution for users
2. Potential Revenue — How well this solution is for users
3. Implementation Effort — How hard it would be for the company to build
Prioritized the issues as follows
- Significant user drop in the login process.
- Difficulty in finding the desired location
- Difficulty in finding desired trucks or their category
- Driver/owner’s rough behavior with shippers
- Used to wait for price from point A to B
- Shipper can’t ask for extra value-added services
- Unattractive User Interface
- Can’t input multiple drops
Design
Storyboarding
We created a basic storyboard so that everyone can get a better idea of how the design will look. This is for quick understanding and to make it easy to remember
Wireframe
Then we started wireframing the process which helped us in making things more tangible. For early testing, we converted our wireframes into clickable prototypes and gathered feedback from few users.
User Interface Design
I turned the wireframes from low-fidelity to high-fidelity screens. We also made a clickable prototype and gathered feedback from targeted users. We involved our users in every step. We iterated quickly, focusing purely on interactions and process flows.
Interface Design Tool: Figma
Version Control: Figma
Prototype: Invisionapp
UX Copywriting
We didn’t have any UX Writer so, we did it by ourselves.
Illustrations
We wanted to humanize the design. So, we hired an illustrator & animation designer to create some basic stuff for us.
User Testing
We hosted user testing sessions. It’s minimal. The target outcome was to validate the new designs and to better understand the mindset and browsing behavior of users. Then used to iterate them based on the feedback
Usually, we conduct user testing with 5–7 users. Roughly 45 mins per user.
- Welcome (5min): First we welcome our users by offering them snacks. Then start explaining how the test will work so the participant knows what to expect
- The Questions (5min): We ask participants a few questions about themselves. It helps put them at ease and gave us an idea of how tech-savvy they are.
- The task(30min): This is the heart of the test. Observing the user try to perform a series of tasks. We asked our testers to “think out loud” as they actioned the tasks. We instructed them not to worry about right & wrong. Assured him we are not testing the user. We were simply testing whether our design was working properly or not.
- Probing(5min): After the task, you can ask the participant questions about anything that happened during the task
- Wrapping: Finally, we thank them for their help and say goodbye.
Solutions
These are the solutions gone live finally
- Made the login process easier. Just enter your mobile no, verify through OTP. Done! Login via social/email
- Integrated google maps & made location selection easier
- We noticed that ports were being used frequently in location but ports were not easily recognizable from google map address. So we made a separate port selection for easy access
- Customers can save addresses & can see recently used addresses
- Multiple stop locations
- 3D truck images with proper details so that even a new user can easily select a truck
- Hire a truck in fixed-rate pricing
- Hire a truck for the Whole day
- Book Round Trip (Updown trips)
- The shipper can select additional services according to their needs (Labor, extra weight, etc.)
- Prioritize favorite driver
- Block Driver
- A new user interface
- Reduced the learnability curve
Impact
Coming up with a solution isn’t enough. We had to show its success with data/matrics. But as I mentioned earlier:
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential data/matrics in this case study.
Here are some example metrics we used to measure the success of the redesign
- Task completion rate — Percentage of the correctly completed task
- Task completion time — the time it takes for the user to complete a task
- Engagement — How often users are interacting
- Retention — Persuading the user to use again
- Revenue — Is the product making money?
Rating & Review
The reviews are good so far. There are still a lot of things to do.
Closing thoughts
Finally, we designed a successful app that replaced the traditional way of hiring trucks. We didn’t have the luxury to hire a specialized person for every UX role. We had time constraints, we had budget limitations, we failed, we raised. In the end, we made it.
We believe failing is learning. If we’re not failing, we’re not doing it right
Special thanks to Anayet Rashid (CEO), Fahrina Ameen (VP of Product), Sagar Mamun (VP of operation), Minhazur Rahman (CTO). Without their support, I might not perform my best as a Product Designer.