TRACtoGo is a rent services app that provides car rent, bus rent, attraction rides, and airport transportation. I work as a solo UX Writer and involves in the discovery phase, design iteration and feedback, creating guidelines, UX writing, and copy testing.
We want to revamp the app and merge B2C and B2B products. This new app version will be targeted for both B2B and B2C users altogether. The challenge that needs to be solved is that B2B and B2C have different user characteristics.
In the discovery phase, understanding the user characters and pain points is my first step. I discuss a lot with the business and product team to get better knowledge about the product, conduct brainstorming to build the guideline, before jumping into writing for the copy.
TRACtoGo not only has car rentals for short-term, but also for long-term. It also provides bus rentals and attractions for families who are looking for an outdoor activity trip.
I discuss with the user to know what they feel when using the apps.
I'm interviewing Mr. Kartika Ryan, asking his opinion on the existing app before we begin the revamp process.
Together with the researcher and designer, I was involved in the categorization process, analyzing the findings, and grouping the data types before we could come up with a conclusion.
How it begins and how it is expected to end.
User persona is created based on the relevancy of our targeted user.
To create brand personality, I'm inviting some stakeholders to get involved.
The guideline is created and the values were decided. TRACtoGo was born with: Smart, Caring, and Professional as its personal values.
We aim to merge the B2B and B2C login system, allowing users to choose which account they want to use for login.
The initial design feels cluttered and complex.
We should make the design simpler.
I suggest to show the account options clearly and merge the email and phone number into one input fields. Simplifying the design will help remove unnecessary text and improve clarity.
In the new B2B homepage, we want new users to understand that they can submit registration directly from the TRACtoGo app. Because all this time, users can only join a business account through offline registration or from lead channels such as social media.
No education about the products.
I convinced the designer and product team that users need to know about the product before they're convinced to join or purchase.
So, instead of giving them "how to join the membership“, it would be useful to provide onboarding for products information.
We have doubts when using the "Lepas Kunci" term, while in English the term will be "Self-drive".
So, I did the benchmarking and research to make sure we're using the common term. Google Trends shows that people are more familiar with "Lepas kunci" rather than "Tanpa sopir".
Emergency calls become crucial when we realize that any accidents can occur anytime. Imagine a user having a car accident where the location is far away from the city, this emergency feature is crucial to have, and we need to work on this feature seriously.
Some parts of the copy seem to lack empathy.
In an emergency situation, I think it’s crucial to make information clear and show empathy to represent our caring values. We need to make sure the user is not feeling left behind.
User will receive an email after they sign up and complete the registration process.
Need to elaborate. It should be more than just saying "thank you" in this congratulation email.
We can remind users that they can now access all the TRACtoGo services and convince them that they're eligible to use our service for various needs.
Having a sense of empathy. Understanding the current situation of the user is really important. Otherwise, you cannot deliver the message very well. Also, do not write only behind the desk. Meet with your users. It’s truly important as a UX Writer to get in touch with users directly. You will understand that they always want to share their story when using your product. They’re often having many feedback that can help us reach deep insights that can be useful for the development process.
On the other hand, I think UX writers need to understand that deep down, they’re also designers. It is important to have a designer’s perspective so that the writer can give proper feedback about the design and its content, and together as a team they can improve the user experience.
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