Kakao Public transit
Got 20% market share in 5 months.
Company
Kakao
Team
Transit
Date
Oct 2021
Type
APP (Android, iOS)
Overview
The primary objective was to create an intuitive and reliable app that integrates seamlessly with smart suitcases, offering functionalities such as remote locking and unlocking, battery level monitoring, and real-time notifications if the suitcase moves beyond a certain distance from the user.
Impacts
Here are the results we have made it in 5 months 🚀
20%
Market share in 5 month
24%
Purchased Connected Transit
31%
Repurchased
Problem statements
90% of users use the taxi service only
KakaoT has decided to add ‘Bus’ and ‘Train’ services for users to visit daily.
Giving people the option of public transit will improve the usage of all services and lock-in users. We set up what we provide users as values.
✓ Users chose their transit method before opening the app.
✓ Other services were less accessible as The taxi service.
✓ They clicked their service within 0.4 sec without considering other services.
Business goal
"We want users to visit us often, and use various services."
KakaoT has decided to add ‘Bus’ and ‘Train’ services for users to visit daily.
Giving people the option of public transit will improve the usage of all services and lock-in users. We set up what we provide users as values.
Measurement: Daily Active User / Vertical Retention / Amount of users who using 2+ of services
Research
What's the current experience?
User data
I got the primary demand and supply size in annual transit data. Therefore, it was standard for evaluating our performance, such as if the number of users and the booking rate were higher than the market average.
Evaluating competitor apps
I evaluated the overall flow of major services and found problems and opportunities. And most users have been using these apps, so it is essential to consider finding the key to moving to our app.
On-site examination
We went on field trips to understand the entire journey and observed the behavior and unexpected situations. As a result, I discovered some moments I might miss in desk research. After then, I shared insights with team members by moving to different routes.
User interviews
We interviewed some light, heavy users (5 people) about their experiences to understand what situations they felt and got frustrated. Since then, it has helped a lot in creating a target model.
Insight
3 key findings
✓ Had to install up to 3~4 apps for each transit method.
✓ Needed to know the exact name of the station.
✓ All existing apps had zero features after booking and had limited usability.
What is different?
"We're serving all transit available in one route"
The purpose of moving is where to go. Users Just focus only on achieving that goal. They no longer need to get stressed about what to take. Kakao T make the best route and booking by 10+ transits from the Buses to the Scooters for them.
✓ Route finding and booking at once
✓ Connect 10+ services and decrease bounce rate
✓ Easy and fast booking
Users
In the previous research, We divided into two groups according to the frequency usage patterns of public transits.
Processes
From ideation to actualization
Sketches & Alternatives
User Journey & key feature prioritization
Walk-through of step by step of the user journey. And gave and received feedback from team members.
Review service flows with dev teams
Made user and system flows for communicating with an engineering team.
Usability Test
Made hi-fi mockups and tested whether users understood and used the new usability well, checking in advance what was right and wrong in our hypothesis.
Solution
Final design
Destination-based searching
No need to find which station is close to you and what you take. 'Recommendations' section on the bottom and the animation are guide you about this new UX .
Also easy for some people who are still used to previous experience. It shows the station as 1st priority and serves the popular stations.