Bolt's current dynamic pricing can be unpredictable for users.
This is redesign of the pricing model to ensure fairness and transparency.

Bolt, an Estonian mobility company headquartered in Tallinn, provides ride-hailing, micro-mobility rentals, food and grocery delivery, and car-sharing services across over 500 cities in more than 45 countries worldwide. However, users often face unpredictable pricing, with ride costs changing after reaching the bus stop, leading to frustration and unexpected charges.

In this case study, I’ll walk you through how I addressed this issue and proposed a solution

1. Evaluate users' overall experience with the Bolt app and its services.
2. Assess users' perceptions and concerns regarding ride pricing.
3. Identify key pain points in the user journey and propose targeted solutions to address them.

Based on user reviews from the Google Play Store, few users reported positive experiences with the app. Many highlighted issues, particularly with price fluctuations upon reaching their destination during surge pricing or peak times, which led to frustration and numerous complaints. Users also expressed dissatisfaction with driver services, indicating a need for better driver orientation before accepting rides. Despite the presence of a star rating system, it does not effectively influence the drivers suggested to users.

I downloaded both the Bolt and Uber apps to assess their user experience and overall functionality. However, I was unable to download the Lyft app, as it is unavailable in Nigeria. As a result, my research on Lyft was based on secondary sources, including websites and user reviews.

Competitors in the ride-hailing industry have distinct goals reflected in their features. Bolt focuses on affordability, catering to a wide range of income levels, while aiming to increase its market share in Europe.

Uber focuses on affordability through ride-sharing, cutting costs and reducing carbon footprints by optimizing vehicle use. It promotes sustainability by offering multiple drop-off options.

Lyft pioneered ride-sharing to save money and reduce emissions. Its thorough driver background checks prioritize passenger safety, going beyond just star ratings.

All of them employ similar business models that incorporate dynamic pricing, adjusting based on factors such as weather, traffic, and time to maximize profits. However, the timing of price disclosure varies: Uber and Lyft reveal prices before the ride, while Bolt discloses prices after reaching the destination.

To gain insights into users' frustrations and pain points regarding price changes and the driving experience, a survey was conducted. The survey gathered responses from 23 participants and included relevant questions to validate the issues identified in the secondary research.

Maze.co was used for conducting usability testing, where users were asked to provide feedback on the overall impression of the screens and suggest improvements.
Additionally, they were instructed to perform basic operations associated with requesting a ride.

Users expressed concerns regarding the excessive use of red in the screens, which was found to be visually overwhelming. To address this, I aligned the color scheme with the brand’s color palette, ensuring a more cohesive and less jarring user experience.

Users suggested adding driver names alongside their photos for easier identification, particularly for those who wish to avoid drivers they’ve had negative experiences with. This adjustment improves the ability to recognize and select preferred drivers.