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E-Business and HCI | Taxibeat

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Stelios Gkiokas

on 25 April 2014

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Transcript of E-Business and HCI | Taxibeat

Passengers
Drivers
Owner’s of the taxi operated by individuals

"Eye candy"
Supportive and Efficient Customer Service
Taxi Drivers' "Hall of Fame"
University of Southampton
School of Management
"E-Business and HCI"
Coordinated by: Christophe Mues and Melanie Ashleigh
MSc Knowledge and Information Systems Management
Southampton, 7 March 2014
Search for a taxi (main screen)
Define pick up address
Searching for available taxi drivers (2/2)
List of available taxi drivers and ratings
Call ("Hail") driver
Board
on taxi
Searching for available taxi drivers (1/2)
Rate taxi driver
Taxi driver rates passenger
Base:

Also, operates in:
Loading time
: 6.5s - not acceptable (Chan et al., 2002, p.197)

User activity
(Perceived) Affordances
Error and Stress Situations
Responsiveness
Part B:
E-business issues

Business model
"Multi-sided hail-a-cab native mobile app"

"It's a
P2D e-marketplace
- We offer the platform, market dynamics do the rest"



Source: http://techcrunch.com/2012/12/03/taxibeat-leweb/
Marketing issues
Current Marketing Initiatives
Leaflets
e-coupons*
*Effective inbound/outbound mechanism (Ahrens et al., 2013, p.1035)
Logos/Stickers on Taxis
Posters
Social Media
Job advertisement
"Emotional intimacy" (Li et al., 2013, p.81)
Backlinks*
Newsletters
*Helpful for SEO (Shih et al., 2013)
Techcrunch
The Guardian
BBC
Business Insider
Stack Overflow
WSJ
CNBC
etc.
Critical Analysis and Potentials
Having in mind that...
“70% of consumers have turned to Social Media for information about a product, brand or company, with 49% of these using the info they gather to make a purchase”
(Ahrens et al., 2013, p.1036)
...some experimentation took place.
1. Facebook "X-ray"
Source: http://www.woorank.com/en/www/taxibeat.com
2. SEO
Basis
Source: http://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=0
Results (not the best possible...)
Source: http://www.alexa.com/siteinfo/taxibeat.com
Source: http://www.woorank.com/en/www/taxibeat.com
But..!
Source: http://www.alexa.com/siteinfo/taxibeat.com
... and this is very positive (Shih et. al., 2013, p.528)
3. "Give it a try!"
"Fresh" YouTube Content
Romanian + English Facebook Pages
Web directory submission (GroupM, 2012)
Data mining techniques and personalization for e-coupons - re-shape relationship marketing and tone up e-loyalty! (Li et al., 2013, p.79)
Drivers
Extra earning
Customer Base
"Dead" areas
Karma

Passengers
Pick your Driver
New Experience
2 Taps
Rating system:
beneficial tactic
(Ahrens et. al., 2013, p.1035; Chen et. al., 2013, p.60)


SWOT Analysis
Source: http://www.conceptdraw.com/How-To-Guide/swot-example
Network effect
*
Innovation/differentiation
First mover
Motivation
Protected intellectual property

*"Customers are considered as a mini sales force"
(Ahrens et al., 2013, p.1048)



So, it's crucial to retain their loyalty! (Reichheld and Schefter, 2000, p.105)
Commission (
optimum
: trade-offs between revenue creation and competitive commission) (Brunn et al., 2002, p.294; Dubosson-Torbay et al. 2002, p.17; Rappa, 2010)

Technology
over-reliance
(GPS spike - Heatmap)
Constant
mobile wireless connection vs.
Digital Divide
Smartphone
dependency
Manual
updates - it's trap! (Nielsen Norman Group, 2013)
Platform
dependency
Eurostat, 2010 (http://epp.eurostat.ec.europa.eu/tgm/mapToolClosed.do;jsessionid=9ea7d07d30e8ccf2ed944eb34bacb822f320f8152c8e.e34OaN8PchaTby0Lc3aNchuMch8Re0?tab=map&init=1&plugin=1&language=en&pcode=tin00117&toolbox=types)
World Bank, 2012 (https://www.google.com/publicdata/explore?ds=d5bncppjof8f9_&ctype=l&met_y=it_net_user_p2#!ctype=l&strail=false&bcs=d&nselm=h&met_y=it_net_user_p2&scale_y=lin&ind_y=false&rdim=region&idim=country:GRC:FRA:ROM:NOR:BRA:MEX&ifdim=region&hl=en_US&dl=en_US&ind=false)
Source: https://mixpanel.com/trends/#report/ios_7/from_date:-56,to_date:0
Source: http://developer.android.com/about/dashboards/index.html
Golden Rules of HCI
and User Experience Design

2.
Miller's Law
(Short-term Memory): "
People can only hold up to about
7
pieces of info in short-term memory"
Conclusions
Thank you!
References
Abascal, J. and Nicolle, C. (2005) Moving towards inclusive design guidelines for socially and ethically aware HCI.
Interacting with Computers
, 17(5), 484-505.
Ahrens, J., Coyle, J. R. and Strahilevitz, M. A. (2013) Electronic word of mouth.
European Journal of Marketing
, 47(7), 1034-1051.
Ahuja, J. S. and Webster, J. (2001) Perceived disorientation: an examination of a new measure to assess web design effectiveness.
Interacting with Computers
, 14(1), 15-29.
Albers, M. J. and Mazur, B. (2003) Content and Complexity: Information Design in Technical Comminucation. London: Routledge. Available from: http://books.google.co.uk/books?hl=en&lr=&id=8imRAgAAQBAJ&oi=fnd&pg=PA75&dq=usability+goals+%2B+effectiveness&ots=ykBELTNKhK&sig=c5if3S-7PkpWXRj3LNqciPHKf3M#v=onepage&q=usability%20goals%20%2B%20effectiveness&f=false [Accessed 01 March 2014]
Brunn, P., Jensen, M. and Skovgaard, J. (2002) e-Marketplaces: Crafting A Winning Strategy.
European Management Journal
, 20(3), 286-298.
Chan, S. S., Fang, X., Brzezinski, J., Zhou, Y., Xu, S. and Lam, J. (2002) Usability for mobile commerce across multiple form factors.
Journal of Electronic Commerce Research
, 3(3), 187-199.
Chen, Y., Liu, F., Fang, C.-H. and Lin, T. M. (2013) Understanding the effectiveness of word-of-mouth: an elasticity perspective.
Journal of Research in Interactive Marketing
, 7(1), 57-77.
Cox, J. and Dale, B. (2002) Key quality factors in Web site design and use: an examination.
International Journal of Quality & Reliability Management
, 19(7), 862-888.
Cunliffe, D. (2000) Developing usable Web sites - a review and model. Internet Research:
Electronic Networking Applications and Policy
, 10(4), 295-307.
Dubosson-Torbay, M., Osterwalder, A. and Pigneur, Y. (2002) E-Business Model Design, Classification, and Measurements. Thunderbird International Business Review, 44(1), 5-23.
Gehkre, D. and Turban, E. (1999) Determinants of Successful Website Design: Relative Importance and Recommendations for Effectiveness IN: 32nd HICSS, Washington, DC, IEEE Computer Society
Hick, W.E. (1952) On the rate of gain of information:
Quarterly Journal of Experimental Psychology
, 4(1), 11-26
Li, Y.-W., Liang, T.-P. and Wei, K.-K. (2013) How can Personalized Online Services Affect Customer Loyalty:The Relationship Building Perspective IN: 5th International Conference on Service Science and Innovation, 79-85.
Nathan, R. J., Yeow, P. H. and Murugesan, S. (2008) Key usability factors of service-oriented web sites for students: an empirical study. Online Information Review, 32(3), 302-324.
Nielsen Norman Group (2013) Mobile: Native Apps, Web Apps , and Hybrid Apps. Available from:
http://www.nngroup.com/articles/mobile-native-apps/ [Accessed 27 February 2014]
Newell, A. and Rosenbloom, P.S. (1981) Mechanisms of skill acquisition and the law of practice:
Cognitive skills and their acquisition
, 1-55
Nielsen, J. (1994) Enhancing the Explanatory Power of Usability Heuristics IN: Adelson, B., Dumais, S. and Olson, J.S. (eds) Proceedings of ACM CHI'94 Conference Boston, Massachusetts, 24-28 April 1994. Boston, 152-158.
Nilsson, E. G. (2009) Design patterns for user interface for mobile applications.
Advances in Engineering Software
, 40(12), 1318-1328.
Norman, D.N. (1999), Affordance, conventions and design,
Interactions
, May Date, pp.38-42.
Osterwalder, A. (2010) Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Hoboken, N.J.: Wiley.
Rappa, M. (2010) Business Models on the Web. Available from: http://www.digitalenterprise.org/models/models.html#Brokerage [Accessed 27 February 2014]
Reichheld, F. F. and Schefter, P. (2000) E-Loyalty: Your Secret Weapon on the Web.
Harvard Business Review
, 30(4), 105-113.
Shih, B.-Y., Chen, C.-Y. and Chen, Z.-S. (2013). An Empirical Study of an Internet Marketing Strategy for Search Engine Optimization.
Human Factors and Ergonomics in Manufacturing & Service Industries
, 23(6), 528-540.
1.
Hick-Hyman's Law (Hick, 1952)
:
"The
time
it takes for a person to make a decision is based on the number of
choices available
"
Loading time
Osterwalder's Business Model Canvas (Osterwalder, 2010)
Cemre Uludag (23588047)
Dapeng Hou (25893645)
Maria Jose Ormaza (26556537)
Stylianos Gkiokas (26373084)

Group 4
Alexandra Sigala, Marketing Director of Taxibeat
Integration/adoption
Pre-book
Professional drivers
"Market monopoly
"Market monopoly"
Cultural barriers
Easy to copy
Maintenance
Innovation
Expanding
Ps and Ds
Resources Suppliers
Financial
$8M Venture Round Funding ($4M from Hummingbird Ventures), private investors and income
Technology
Pivotal Tracker and Trello (Project Management), Assistly (Performance Metrics), Github (code), Transifex (apps translation), Mac mini (PCs), MongoDb etc.
Touch points
Mobile app
Multi-platform
Fixed costs
: rent, salaries, utilities, maintenance
Variable Costs
: new technologies, app updates, new functionality/features, translations
3.
Power Law of Practice (Newell and Rosenbloom, 1981)
: "
The

time
to complete a task
decreases
with the number of practice trials taken"
No progressive rendering (Gehrke and Turban, 1999, p.3)
But!
Principle: "Help error recognition and recovery" (Nielsen, 1994):
BUSTED!
OWOM
WOM
17'' Screen
13'' Screen
Support diversity of users - Accessibility
Source: http://cloudmonitor.ca.com/en/checkit.php and http://tools.pingdom.com/fpt/#!/cO9DmY/https://taxibeat.com/
Errors' attention drawing and prevention are key factors regarding HCI (Cox and Dale, 2002, p.866; Nathan et al., 2008, p.302)
"Universal accessibility" and "digital inclusion" should drive designing process (Abascal and Nicolle, 2005, p.490)
We
praise
:
*Navigation
Consistency
Efficiency
...
but
we
doubt
:
Effectiveness (Albers and Mazur, 2003, p.77)
*
Crucial CSF
regarding substantial
user experience
(Gehkre and Turban, 1999, p.2; Ahuja and Webster, 2001, p.27; Cox and Dale, 2002, p.865; Nathan et al., 2008, p.307)
+
Testing
with:
Xenu Link Sleuth
and
pivot tables
Strive for "fit"
Based on Cox's and Dale's (2002, p.865) indications
Old version
Proposed new version
It's getting smaller...
... and smaller...
... and smaller...
(Potential) Competitors
Latin America, Asia and Nigeria
North America, UK, Spain and Japan
UK, USA, Israel and Russia
Germany, Poland and Spain
Latin America
America, Europe, Asia and Africa
Russia
Poland
South Asia
(Norman, 1999, p.39)
Fitts' Law (1954 cited MacKenzie, 1992)
:
"Users will hit a target
faster
if it's
big
and
close
to where they start"
vs.
vs.
Case 1
Case 2
Present menu
Proposed re-designed menu
vs.
3G connection in Europe (Eurostat, 2010)
Internet access in focusing countries (World Bank, 2012)
Relative number of devices running a given version of Android

Relative number of devices running a given version of iOS

Table of Contents
Overview
Part A: HCI issues
Part B: E-Business Issues
Conclusions
Successful, innovative and entertaining app
Design: understanding humans and their peculiarities
Personalization could bring the Oscar!
There's always room for improvements

Extra functionality

Website: new layout
vs.
Part A:
HCI issues

Privacy issues
vs.
Current version
Proposed version
Export
Analyze
*Fixed in last version (3 days ago!)
e-Newsletter e-mail confirmation
Full transcript