One would think that calling a cab to get oneself to the airport is a rather trivial task, however, the Luxembourgish cab companies would prove you wrong, if you have small children with you.
有人会认为，叫出租车上飞机是一件相当琐碎的任务，但是，如果您带小孩，卢森堡的出租车公司会证明您错了。
我如何识别问题 (How I identified the problem)
到达机场的最后时刻的更改 (A last-minute change of plans to get to the airport)
Recently I went on a family vacation with my two children, ages 3 and 13 months, at the time. The original plan was that my husband take us to the airport however just two hours before we were supposed to leave, an emergency came up and he could no longer take us. I knew I had to get myself, my two kids and all my luggage to the airport and public transportation was out of the question as I knew that I wouldn’t be able to handle everything on my own. I booked a WebTaxi (a top Luxembourgish taxi service) online, right away and had the option to request a booster seat, but oddly enough no car seat for my infant. I had the option to write a message, and with wishful thinking, I communicated that I was traveling with an infant and needed a car seat as well, hoping that when the time came, I would have a seat for each of my children.
最近，我当时和两个3岁和13个月的孩子一起去家庭度假。 最初的计划是我丈夫带我们去机场，但是在我们应该离开的两个小时之前，紧急情况发生了，他再也不能带我们了。 我知道我必须带自己，我的两个孩子以及我所有的行李去机场和公共交通，因为我知道我将无法独自处理所有事情。 我立即在线预订了WebTaxi(卢森堡的顶级出租车服务)，可以选择加高座椅，但奇怪的是我的婴儿没有汽车座椅。 我可以选择写一条消息，并怀着一厢情愿的想法，传达出我正带着一个婴儿旅行，并且也需要一个汽车安全座椅，希望当时间到来时，我可以为每个孩子都有一个座位。
我叫的出租车没有适合我孩子的座位 (The taxi I had called did not have appropriate seating for my children)
I quickly got myself and the children ready and waited out on the sidewalk for the taxi, however, when the driver arrived, he looked at my children and said that he was sorry but he would not be able to take us because the smallest child did not have a car seat. I told him that I had requested one when I booked and he said that the service did not provide its customers with car seats for infants.
我很快就准备好了自己和孩子们，准备在人行道上等出租车，但是，当驾驶员到达时，他看着我的孩子们说对不起，但他不能带我们去，因为最小的孩子没有汽车座椅。 我告诉他，我在预订时曾要求提供一个，而他说该服务并未为其顾客提供婴儿汽车座椅。
第二次尝试乘坐出租车失败 (A second failed attempt at getting a taxi ride)
The driver went on his way and I was left in a rather distressing situation which was that I needed to catch my flight and now I was running behind schedule. I contacted another taxi service by phone, CoLux Taxis, which is another of the top taxi companies in Luxembourg and again when the driver arrived, he told me he couldn’t take us due to the lack of appropriate seating for the children, even though I had explained to the receptionist on the phone that I needed a cab for me and my two small children.
司机继续前行，我的处境非常痛苦，那是我需要赶上飞机，现在我的进度落后了。 我通过电话联系了另一家出租车服务公司CoLux Taxis，这是卢森堡的另一家顶级出租车公司。当司机到达时，他再次告诉我，由于缺少适合儿童的座椅，他不能乘坐我们，尽管我已经通过电话告诉接待员，我和我的两个小孩需要出租车。
我放弃了并开车 (I gave up and took my car)
After waiting for the additional cab, I was now very late for my flight and couldn’t risk contacting yet another taxi service, so I was forced to take my own car to the airport and leave it there at the paid parking for a fee, until my husband was able to go pick up the car, which was left unlocked for him to be able to gain access to it.
在等待了额外的出租车之后，我现在乘飞机已经很晚了，无法冒着联系另一家出租车服务的风险，因此我被迫将自己的车送到机场，然后在收费的停车场留在那里。 ，直到我的丈夫能够去接车，车子才被解锁以供他使用。
为什么我和我的孩子乘出租车这么麻烦？ (Why was it such a problem for me and my children to take a taxi ride?)
Long story short, we barely made our flight, but it had become dangerously uncertain that we would. I had a lot of questions running through my head:
长话短说，我们几乎没有进行飞行，但是危险的不确定性在于我们会这么做。 我脑子里有很多疑问：
Why was this such a problem in Luxembourg?
为什么在卢森堡出现这样的问题 ？
Was this something that happened in other large European cities/countries?
这在欧洲其他大城市/国家中发生过吗？
Is it bad for business for these companies to provide car seats for their infant customers or simply not worth it?
这些公司为婴儿客户提供汽车安全座椅是否对企业不利 ？还是根本不值得？
Were there other people who had the same problem, if yes how many and what were their thoughts on the matter?
还有其他人有同样的问题吗？如果是，他们对此事有多少想法？
I set out to find answers…
我开始寻找答案...
我为谁着手解决这个问题？ (Who did I set out to solve this problem for?)
找出是否还有其他人 (Finding out if there were others)
The first thing that I wanted to find out was if this was a general struggle in Luxembourg. Were there others like me, and if there was, what did they have to say about it?
我想发现的第一件事是这是否是卢森堡的普遍斗争。 是否有像我这样的其他人，如果有，他们对此有何评论？
使用流行的社交媒体平台Facebook查找答案 (Using the popular social media platform, Facebook, to find answers)
I am part of a private Facebook group called LuxMamas, which has almost 3000 members. The group consists mostly of new moms with one or multiple children, so I thought it was a good starting point to begin my investigation.
我是一个名为LuxMamas的私人Facebook组织的成员，该组织拥有近3000名成员。 该小组主要由有一个或多个孩子的新妈妈组成，所以我认为这是开始调查的良好起点。
我“投下了钓鱼线”，等待回复 (I “cast the fishing line” and waited for replies)
I waited for answers to start pouring in, however, I didn’t get as many responses as I had hoped, nonetheless, I did prove there were other people with a similar problem and I can assume at this point there are many more.
我等待着答案开始涌入，但是，我没有得到我希望的那样多的答复，但是，我确实证明了其他人也有类似的问题，并且我可以假设目前还有更多的人。
前三则有见地的回复： (The top 3 insightful replies:)
我从答复中得到了什么 (What I got from the replies)
After analyzing the replies, I found patterns in the group members’ answers, in other words, they were mostly complaining about the same problems. Those included:
在分析了答复之后，我发现小组成员的回答中存在模式，换句话说，他们大多抱怨同样的问题。 这些包括：
“Car seats have always been a problem in Luxembourg”. Multiple members referred to the children’s seating as always having been a problem here in Luxembourg. This leads me to believe that everyone in the same situation — traveling in a hurry with small children and luggage — must be struggling.
“在卢森堡，汽车座椅一直是一个问题” 。 在卢森堡，多位成员提到儿童座椅一直是一个问题。 这使我相信，处在同一情况下的每个人(急于带小孩和行李的旅行)都必须挣扎。
Seating is too impractical to carry around. Car seats and booster seats are too impractical to carry around with you, especially when you’re in a hurry. There are, however, taxi services who will save your car seats with them while you are on your trip for a fee, but it also means you are obliged to take the same taxi home from the airport having to pay for yet another trip as opposed to having someone pick you up.
座位太不实际，无法随身携带。 汽车座椅和加高座椅太不切实际，无法随身携带，特别是在您急忙时。 但是，有出租车服务商会在您旅行期间将您的汽车座椅与他们一起保存，但收费，但这也意味着您必须从机场乘坐同一辆出租车回家，而不必支付其他费用。让别人来接你。
People use inflatable booster seats. There were people who knew they could get a booster seat for a toddler however for a second booster seat they advised me to use an inflatable one. While this is a fairly reasonable solution, it does not help if you’re traveling with an infant, also, it’s a hassle and time consuming to have to remember to bring the inflatable booster seat, carry it around with all the things you already have to carry like children and luggage and then, of course, you still have to inflate it.
人们使用充气增高座椅。 有些人知道他们可以为幼儿获得一个增高座椅，但是建议第二个增高座椅使用充气式座椅。 尽管这是一个非常合理的解决方案，但是如果您要带婴儿旅行，这也无济于事，而且，必须记住带上充气增高座椅并随身携带所有现有物品，这既麻烦又耗时像孩子和行李一样提着东西，当然，您仍然需要给它充气。
People take the bus. Some believe that in Luxembourg it is not an option to take a taxi to the airport with small children period and therefore take the bus.
人们乘公共汽车。 一些人认为，在卢森堡，没有出租车可以带小孩去机场，因此不能坐公交车。
People take their own cars. In my case, I was forced to take my own car to the airport, leave it at the parking and pay a fee, while having to leave it unlocked so someone could come pick it up.
人们自己开车。 以我为例，我被迫将自己的汽车带到机场，将其留在停车场并付费，同时不得不将其解锁，以便有人来接车。
总结一下…… (To summarize…)
创建代表用户的角色 (Creating a persona to represent the users)
At this point, there are already some assumptions that can be made regarding the characteristics of a persona for this particular use case, in other words, the person who will represent the main user of this task of getting oneself to the airport with two small children in a hurry.
在这一点上，已经可以针对此特定用例对角色的特征做出一些假设，换句话说，将代表这个主要用户的人带着两个小孩一起去机场。匆忙。
关注角色的需求 (Focusing on the persona’s needs)
This exercise will help me make crucial decisions when providing this person with a solution to their problem. It was important to collect their personality traits, state of mind, emotions, environment conditions, needs, desires, how they make decisions, who they trust, what their habits are and what’s important to them. It’s worth noting that all the decisions I make in regards to providing this person with a solution to their problem, will be based on this persona.
当为这个人提供解决他们问题的方法时，此练习将帮助我做出关键的决定。 重要的是要收集他们的个性特征，心态，情绪，环境条件，需求，愿望，他们如何做出决定，他们信任谁，他们的习惯是什么以及对他们重要的东西。 值得注意的是，我为该人提供解决其问题的所有决策都将基于该人格。
同情角色 (Sympathizing with the persona)
Based on the feedback from the Facebook group, I could start to envision and sympathize with this persona, the person who will represent the group of users as a whole, and understand that in this particular situation this person is:
根据Facebook小组的反馈，我可以开始设想并同情这个角色，它将代表整个用户组，并了解在这种特殊情况下，这个人是：
Tired from caring for multiple small children and organizing everything for the trip, packing, etc.
厌倦了照顾多个小孩并为旅行，整理行李等整理一切。
Worried about forgetting important belongings, travel documents, baby food, boarding passes, phone chargers, etc.
担心忘记重要物品，旅行证件，婴儿食品，登机牌，电话充电器等。
Stressed about unknowns like “Will I be able to get to the airport on time? and Will everything go as planned?”
强调诸如“我能准时到达机场吗？ 一切都会按计划进行吗？”
In a hurry to get herself and the children ready, get out of the house and to the airport on time.
为了赶快让自己和孩子们做好准备，请准时离开房屋并赶往机场。
根据角色塑造解决方案 (Shaping the solution based on the persona)
By understanding who this solution will be for, I know that it should provide this persona with:
通过了解此解决方案适用于谁，我知道它应该为该角色提供：
Peace of mind — Give this person the guarantee that they will, in fact, be able to use a taxi service to get to the airport; that they will show up on time, with the proper seating for the children, enough space for the luggage and stroller; that they will get the family to the airport quickly and safely.
放心 -向此人保证，他们实际上将能够使用出租车到达机场； 他们将准时出现，为儿童提供适当的座位，并为行李和婴儿推车提供足够的空间； 他们将使家人Swift安全地到达机场。
Independence — Make the person feel like they can handle traveling with their children on their own, like they’ve got it covered and can achieve anything.
独立性 -使人觉得自己可以独自处理与孩子一起旅行，就像他们已经把它遮盖住了，可以成就任何事情。
A helping hand — Any parent with small children knows that it can be an overwhelming task to care for their little ones on their own or otherwise and the solution should make the person feel like a huge weight is being lifted off of their shoulders by helping them out with the kids.
伸出援助之手 -任何有小孩的父母都知道，独自或以其他方式照顾小孩可能是一项艰巨的任务，解决方案应使人感觉像是通过帮助他们摆脱了巨大的负担和孩子们出去。
有哪些竞争的出租车服务和替代解决方案？ (What are the competing taxi services and alternative solutions?)
识别和分析竞争对手 (Identifying and analyzing the competitors)
At this point, I wanted to analyze and compare the various solutions these people were using to achieve their goal of getting to the airport with their small children, to be able to establish the pros and cons of each one, and in return, be able to make a better decision on the solution I would come up with.
在这一点上，我想分析和比较这些人用来实现带着小孩子到机场的目标的各种解决方案，能够确定每个人的利弊，并且能够在我想出的解决方案上做出更好的决定。
两种类型的分析 (Two types of analyses)
There are two comparisons I had to make. I had to compare the alternative solutions people were coming up with to get to the airport, which was the option of taking a taxi using your own car seats, public transportation, in this case, the bus, taking your own vehicle or evidently have someone drop you off. The second type of comparison is of the taxi services themselves. Could a viable solution already exist? How does each service operate? How do they make money? What do they provide their customers with? The solution I come up with will have to trump all of these in convenience.
我必须进行两个比较。 我必须比较人们想出的去机场的替代解决方案，这是选择使用自己的汽车座位，公共交通工具(在这种情况下，是巴士，自己的车辆)或显然有人陪伴的出租车让你下车。 第二种比较是出租车服务本身。 可行的解决方案已经存在吗？ 每种服务如何运作？ 他们如何赚钱？ 他们为客户提供什么？ 我想出的解决方案必须在便利方面胜过所有这些。
确定最佳竞争对手 (Identifying the top competitors)
To identify which were the top taxi services in Luxembourg, I googled “taxi luxembourg” and chose the top two results (not including google ads results), and also took into account the services mentioned by the members of the LuxMamas Facebook group, coming to the conclusion that the top taxi services were the companies WEBTAXI and Taxis CoLux, of which neither provides car seats for infants.
为了确定哪些是卢森堡的顶级出租车服务，我在“ taxi luxembourg”上进行了搜索，选择了前两个结果(不包括google ads结果)，还考虑了LuxMamas Facebook组成员提到的服务，结论是，出租车服务最多的公司是WEBTAXI和Taxis CoLux，它们都不提供婴儿汽车座椅。
深入搜索可按需提供汽车座椅的服务 (Deep search for services that may provide car seats on demand)
I wanted to see if I could find a less known service that did, in fact, provide car seats for their infant passengers and discovered two services that did just that. One is called TaxiMaia, but the website is not secure so I wasn’t able to simulate a booking so I wouldn’t take any risks with my payment details. Also, the link to the android app was broken and the app simply did not exist on the play store when searching for it, so I could not verify this service. The other service is called Taxi2airport and you can request both a car seat and a booster seat along with a larger trunked car for out of format luggage like strollers.
我想看看是否能找到一个鲜为人知的服务，该服务实际上为婴儿乘客提供了汽车安全座椅，并发现了两种服务可以做到这一点。 一个叫做TaxiMaia，但是网站不安全，所以我无法模拟预订，因此我不会在付款细节上承担任何风险。 另外，指向android应用程序的链接已断开，并且在搜索时该应用程序根本不存在于Play商店中，因此我无法验证此服务。 另一项服务称为Taxi2airport，您可以要求同时提供汽车座椅和加高座椅以及更大的行李箱，以存放手推车等不规则行李。
如果存在这样的服务，这些人为什么要挣扎？ (If such a service exists, why are these people struggling?)
There are some important questions I ask myself at this point in light of this new discovery:
鉴于这一新发现，我现在要问自己一些重要问题：
- Why were people struggling if this service does in fact exist? 如果这项服务确实存在，人们为什么要挣扎？
- Why doesn’t anyone know about it? 为什么没人知道呢？
- Why did I have to perform such a deep search to find this specific service? 为什么必须执行如此深入的搜索才能找到此特定服务？
- Is this a marketing problem that the service is not well known? Is it a service problem? Communication problem? Search engine optimization problem (when a website appears high on the list of results returned by a search engine)? Something else? 这是服务不为人知的营销问题吗？ 这是服务问题吗？ 通讯问题？ 搜索引擎优化问题(当网站在搜索引擎返回的结果列表中排名较高时)？ 还有吗
比较替代方案，得出结论 (Comparing the alternatives, conclusion)
The conclusion I arrived at with comparing the alternative solutions with the taxi services was that the taxi service is more convenient; that being said, there is a lot of potential in improving the taxi service to provide more value to the users in a way that it can successfully compete against the alternatives.
通过将替代解决方案与出租车服务进行比较，我得出的结论是，出租车服务更加便捷； 话虽这么说，但在改善出租车服务方面有很大的潜力，以便它可以成功地与其他选择竞争，从而为用户提供更多价值。
比较出租车服务，结论 (Comparing the taxi services, conclusion)
For this comparison, I chose the top two taxi services in Luxembourg, along with the top two results I had come across which do provide car seats for infant passengers. The conclusion I arrived at with this comparison was that the top two companies were both cheaper and well known, therefore having a very good chance of providing users with a solution to their struggle that would successfully compete against all the rest.
为了进行比较，我选择了卢森堡的前两项出租车服务，以及我遇到的前两项结果，它们确实为婴儿乘客提供了汽车安全座椅。 通过比较得出的结论是，排名前两名的公司既便宜又知名，因此有很大的机会为用户提供解决方案，使其能够与其他公司抗衡。
确定要建造什么 (Identifying what to build)
集思广益的想法 (Brainstorming ideas)
So now that I had explored the problem, it was time to conceptualize a solution. The solution I needed to come up with was for the situation:
因此，既然我已经研究了问题，就该将解决方案概念化。 我需要提出的解决方案是针对以下情况：
When I’m traveling with my children by plane, I want a means of transportation that can get us to the airport quickly, easily and safely, so we can catch our flight.
当我和孩子们乘飞机旅行时，我想要一种能够使我们快速，轻松，安全地到达机场的运输方式，以便我们赶上飞机。
四种潜在的解决方案 (Four potential solutions)
I brainstormed a bit about what I would build to resolve this specific struggle. I could go down two main paths, I could improve an already existing taxi service and add the specific customer requirements of having car seats and booster seats available with the booking or I could create a totally new and separate service that would help people with this struggle. I came up with four solutions:
我就如何解决这一具体斗争集思广益。 我可以走两条主要路线，可以改善现有的出租车服务，并增加预订时可提供汽车座椅和加高座椅的特定客户要求，也可以创建全新的，独立的服务，以帮助人们解决这一难题。 我想出了四个解决方案：
A — A new option in the booking process of an existing taxi service, that allows users to choose car seats and booster seats for their small children.
A-现有出租车服务的预订过程中的新选项，允许用户为他们的小孩选择汽车座椅和加高座椅。
B — A separate booking process feature, also on an already existing taxi service, dedicated to family travelers focused more on reassurance and planning trips with children and a lot of luggage.
B-一项单独的预订流程功能，也适用于已经存在的出租车服务，该服务专门面向家庭旅行者，重点是保证和计划带孩子和很多行李的旅行。
C — A dedicated app for an on-demand family traveling service.
C —用于按需家庭旅行服务的专用应用程序。
D — A family/child transportation service with on-demand bookings, but also going deeper in exploring other child-related traveling options (birthday parties, school trips, after school foyer, etc).
D —提供按需预订的家庭/儿童运输服务，但也会更深入地探索其他与儿童有关的旅行选择(生日聚会，学校旅行，放学后的休息室等)。
发展分析的影响与努力 (Impact versus effort of development analysis)
I decided to further focus on a single solution, therefore to decide on which one I would pick I created an impact effort matrix where I evaluate each solution to see how much impact I think they will have on helping the users with their struggle and then how much effort each solution will take to develop.
我决定进一步专注于一个解决方案，因此决定选择哪一个解决方案。我创建了一个影响力矩阵，在其中评估每个解决方案，以了解我认为他们将在帮助用户的斗争中产生多大影响，然后如何解决。每个解决方案的开发都需要付出很大的努力。
分析每个选项： (Analyzing each option:)
Option A would be a quick win solution with the least amount of effort out of the four because it wouldn’t be so difficult or require so much time to add an option for requesting car seats and/or booster seats on a booking. The service would then have to purchase these car and booster seats, however, they are not that expensive and have a lifespan of about 9 years. I can also assume the logistics of providing car seats isn’t that complicated.
选项A将是一种快速取胜的解决方案，只需付出最少的努力即可获得四个，因为它不会那么困难或需要太多时间来添加一个选项，以在预订时请求汽车座椅和/或加高座椅。 然后，该服务部门将不得不购买这些汽车座椅和加高座椅，但是它们并不那么昂贵，使用寿命约为9年。 我还可以假设提供汽车座椅的后勤工作并不那么复杂。
Option B would also be a quick win but with more effort than option A. There would have to be more thinking and testing around this solution as it is its own separate feature.
选项B也将是一个捷径，但比选项A需付出更多的努力 。围绕此解决方案，因为它是其自己的独立功能，因此必须进行更多的思考和测试。
Option C would be a major project, with a high impact level but also a higher effort level than the previous two options.
方案C将是一个重大项目 ，与前两个方案相比，具有较高的影响水平，但也具有较高的工作量 。
Option D would be a major project, with the highest impact level because I can assume people could find all their child transportation needs in one dedicated place, and it would require the most amount of effort due to the logistics factor of the services. The fact that this service would also be aimed at schools and creches could possibly increase the confidence and reassurance level from parents’ point of view, therefore creating a brand and service people can trust and as a consequence, use more often.
选项D将是一个影响最大的重大项目 ，因为我可以假设人们可以在一个专用的地方找到所有的儿童运输需求，并且由于服务的后勤因素，它将需要最大的精力 。 从父母的角度来看，这项服务还将针对学校和托儿所，这一事实可能会增加父母的信心和放心水平，因此，创建一个品牌和人们可以信赖的服务，因此可以更经常地使用它。
思考选项 (Pondering the options)
I was inclined to choose option D, however, because there are other services involved, a market research and analysis would need to be done to see if this would be a viable business. I didn’t want to pick option A because it would just be adding on to the service’s already defined booking process and I believe there was an opportunity to review the booking process itself specifically for this use case.
我倾向于选择选项D，但是，由于涉及其他服务，因此需要进行市场研究和分析，以了解这是否可行。 我不想选择选项A，因为它只会添加到该服务已定义的预订过程中，我相信有机会专门针对此用例来审查预订过程本身。
做出决定 (Making a decision)
That left me with options B and C. Because I don’t think that between the two, the impact would be much different, I chose to go with option B which has a high impact level, but also not taking too much effort to create as it will be a feature on an already existing platform in an already existing taxi service. Therefore, it could be launched quickly and tested/validated for success faster.
这给了我选项B和C。因为我认为两者之间的影响不会有太大不同，所以我选择了选项B，该选项B的影响力很高，但也没有花太多的精力来创建因为它将是现有出租车服务中现有平台上的功能。 因此，它可以快速启动并更快地测试/验证成功。
概念化解决方案 (Conceptualizing the solution)
使用所选解决方案草绘情节提要场景 (Sketching out a storyboard scenario using the chosen solution)
I decided to sketch out the experience the user would need to go through to achieve their goal using a taxi service booking. In this scenario, the user would be needing a taxi service in a last-minute situation and would be using her mobile phone to book the ride. I would also only explore the option of making the booking via the mobile website and not for example through an app nor through phone call. This storyboard method really helps me put myself, step by step, in the shoes of the user, to visualize their experience and empathize with them. It also helps flush out any overlooked details and key issues that I could have missed.
我决定勾勒出用户使用出租车服务预订所需要经历的经验。 在这种情况下，用户将在最后一刻需要出租车服务，并且将使用她的手机预订行程。 我也只会探讨通过移动网站而不是通过应用程序或电话进行预订的选项。 这种故事板方法确实可以帮助我逐步将自己放在用户的鞋子上，以可视化他们的体验并同情他们。 它还有助于清除所有可能遗漏的细节和关键问题。
得出结论 (Taking conclusions)
The conclusion from this exercise was that I confirmed the fact that this process really needs to be as speedy as possible and make sure the user knows exactly when she’ll arrive at her destination, otherwise in the waiting for the taxi phase of the storyboard, she might panic, afraid to miss her flight, and simply take her car, or some other method, leaving the taxi stranded.
这次练习得出的结论是，我确认了以下事实：该过程确实需要尽可能快，并确保用户确切知道何时到达目的地，否则在等待故事板的滑行阶段，她可能会惊慌失措，害怕错过飞行，只好坐着汽车或其他方法，使出租车停滞不前。
绘制用户互动 (Mapping out the user’s interactions)
After the storyboard was laid out, I mapped out the interactions the user and/or the system would have to perform to get the user to achieve their goal. This would also serve as the blueprints for the user interface.
在布置了情节提要板之后，我绘制了用户和/或系统为使用户实现其目标而必须执行的交互。 这也将用作用户界面的蓝图。
为用户界面创建线框屏幕 (Creating the wireframe screens for the user interface)
Once it was well defined how the user would interact with the service, I could move on to creating low fidelity sketches of what the interface would look like and contain. The challenge here was to make sure the interface and the journey provide the necessary elements to fulfill the persona’s requirements in achieving their goal.
一旦定义好用户与服务交互的方式，我就可以继续创建界面外观和包含度的低保真度草图。 这里的挑战是确保界面和旅程提供必要的要素，以满足角色实现其目标的要求。
选择一个已经存在的出租车服务 (Choosing an already existing taxi service)
I decided to add the “Family Trip” booking feature onto the already existing taxi service WebTaxi. I chose WebTaxi because, in my competitor analysis, it stood out as having the most pros out of all the services compared, so the chance of success could potentially be of higher probability.
我决定在现有的出租车服务WebTaxi上添加“家庭旅行”预订功能。 我之所以选择WebTaxi，是因为在我的竞争对手分析中，WebTaxi在所有服务中都具有最多的优点，因此成功的可能性可能更高。
手机网站体验 (The mobile website experience)
From all the platforms this booking could be made on, desktop website, mobile website, mobile app and phone call, I chose to focus solely on the mobile website for this exercise as it is arguably the most reliable and fastest solution for a user looking for a cab last-minute outside of the home. With the mobile website, the user does not need to download an app, which is time-consuming and requires spending mobile data, and the user also does not need to make a phone call, where the likelihood of misunderstandings is higher. In terms of company logistics, using the mobile website negates the need of hiring more people to take the calls.
在可以进行预订的所有平台上，包括台式机网站，移动网站，移动应用程序和电话，我选择仅专注于移动网站进行此练习，因为它可以说是寻找用户的最可靠，最快的解决方案最后一刻在家门口的出租车。 使用移动网站，用户无需下载耗时且需要花费移动数据的应用程序，并且用户也无需拨打电话，而发生误解的可能性更高。 在公司物流方面，使用移动网站消除了雇用更多人接听电话的需求。
专注于速度 (Focusing on speed)
One of the most important criteria to take into account for the creation of the user interface was speed. It was imperative to make sure the user could make a booking with the least amount of interactions possible when booking a taxi.
创建用户界面时要考虑的最重要标准之一是速度。 当务之急是确保用户可以在预订出租车时以最少的交互次数进行预订。
需求清单 (Requirements checklist)
Based on the persona and taking into consideration the competitor analysis, I created a list of requirements for the solution:
基于角色并考虑到竞争对手的分析，我创建了解决方案要求的列表：
Booking a family trip needs to have the least amount of interactions possible.
预订家庭旅行需要尽可能少的互动 。
Allow for shortcuts when possible, like auto-complete when searching for locations and predefined locations where people travel to the most like the airport, train station, shopping malls, supermarkets, your current location, etc. (This already existed on the WebTaxi platform).
在可能的情况下允许使用快捷方式 ，例如在搜索 人们最常去的位置和预定义位置 时自动完成，例如机场，火车站，大型购物中心，超级市场，您当前的位置等(WebTaxi平台上已经存在) 。
Clear on costs, estimated arrival time, and what vehicle the user will be getting for the number of passengers and luggage they have.
明确成本，预计到达时间以及用户将乘坐的载客量和行李数量。
Allow users to dig deeper into finding more information in certain sections by using “more info” buttons, like for example to view details about the car seats and booster seats (brand, etc), the profile of the driver, etc.
允许用户使用“ 更多信息 ”按钮更深入地寻找某些部分的更多信息 ，例如查看有关汽车座椅和加高座椅(品牌等)的详细信息，驾驶员的个人资料等。
Clutter removed or any unnecessary interface elements that are not essential for the action being performed to maximize mobile screen real estate (the amount of space available on the screen) and enhance the mobile experience for the user.
杂物去除了或不必要的不必要的界面元素，这些元素对于正在执行的操作不是必需的，以最大化移动屏幕的实际空间(屏幕上可用的空间量)并为用户增强移动体验。
Allow the user to always see the details of their booking even after it is complete.
即使完成后，也允许用户始终查看其预订的详细信息 。
Have a way to communicate with the user after the booking is made.
进行预订后，有一种与用户沟通的方式。
Allow the user to track the live location of the taxi.
允许用户跟踪出租车的实时位置 。
Allow the user to create an account for faster future bookings with online credit card payments.
允许用户创建一个帐户，以便通过在线信用卡付款更快地进行预订。
Web出租车登陆页面的起点 (WebTaxi landing page starting off point)
The first screen is the WebTaxi homepage, as is. It serves as a reference for all that follows. The second screen is where the concept for the “Family trip” booking begins.
第一个屏幕是WebTaxi主页。 它可以为以后的所有工作提供参考。 第二个屏幕是“家庭旅行”预订的概念开始的地方。
预订体验的关键细节 (Key details of the booking experience)
What truly adds value to the customer experience in the booking phase, is that the system is able to suggest the type of vehicle, based on the number of passengers and the quantity of luggage.
在预订阶段真正为客户体验增加价值的是，该系统能够根据乘客人数和行李数量来建议车辆的类型。
付款体验的关键细节 (Key details of the payment experience)
Having these payment options is important in the sense that it allows users to select to pay at the destination and quickly confirm their booking without being obliged to take time and create an account and/or pay online with a credit card. This only prolongs the process for a user who is nervous and in a hurry. Therefore there is an option to pay at the end of the ride in cash or with a credit card (this is something that is already present in WebTaxi). Nonetheless, creating an account is an option the user has if they wish to do so.
在允许用户选择在目的地进行付款并快速确认其预订而不必花费时间和创建帐户和/或使用信用卡在线付款的意义上，拥有这些付款选项非常重要。 这仅对于紧张和匆忙的用户延长了处理过程。 因此，可以选择在旅程结束时以现金或信用卡付款(WebTaxi中已经存在这种方式)。 尽管如此，如果用户愿意的话，可以选择创建一个帐户。
“等待出租车”体验的关键细节 (Key details of the “waiting for taxi” experience)
The user receives an estimate of how long the ride to their destination will be, along with the estimated arrival time of the taxi, and the option to track the cab. This leaves no room for ambiguity in terms of wondering if and when the taxi will arrive which could cause the person to get “cold feet” and find another solution instead of waiting.
用户会收到对到达目的地的车程的估计，以及出租车的预计到达时间，以及跟踪出租车的选项。 在想知道出租车是否以及何时到达的问题上，这没有歧义的余地，这可能会导致该人“脚寒”并找到其他解决方案而不是等待。
衡量成功 (Measuring success)
我们如何知道该解决方案是否成功？ (How do we know if this solution would be successful or not?)
One good thing about this solution is that it could be deployed and tested for viability rather quickly since it is not so time-consuming to develop. If it were to be successful, it would bring a lot of value to customers because the current struggle does exist and it would assist the persona in achieving her goal. However, even if it does bring a lot of value to this user audience, the important question is, does it bring value to the business?
该解决方案的一个优点是，由于开发起来并不那么耗时，因此可以相当快地部署和测试其可行性。 如果要成功，它将为客户带来很多价值，因为当前的斗争确实存在，并且将有助于角色实现她的目标。 但是，即使确实为该用户群体带来了很多价值，但重要的问题是，它是否为企业带来了价值？
衡量成功的方法 (Ways of measuring success)
The way we could see if it is bringing value to the company is by looking at metrics and key performance indicators (these are measurable values that show how effective you are at achieving business objectives), also known as KPIs for short. If the KPIs show that the business is, in fact, profiting from this solution by the increase in revenue for example, then that indicates financial success. The way we can see how this is being done is by looking at certain metrics:
我们可以通过查看指标和关键绩效指标(这些可衡量的值表明您在实现业务目标方面的有效性)来查看其是否为公司带来了价值，也称为KPI。 如果关键绩效指标表明该业务实际上是通过例如增加收入从该解决方案中获利的，则表明财务成功。 我们可以通过查看某些指标来了解如何做到这一点：
How many users booked and completed their ride.
有多少用户预订并完成了旅程 。
How many of those people returned to use the service in the period of a year.
一年中有多少人返回使用该服务。
How many people are now using the normal booking process compared to before the family travelers booking feature to see if the feature brought in more overall customers?
与家庭旅行者预订功能之前相比，现在有多少人正在使用正常预订过程来查看该功能是否带来了更多的总体客户？
通过朋友推荐来衡量 (Measuring through friend referrals)
Another way to measure success is through friend recommendations. Imagining that this was a feature that was added to the WebTaxi platform, we could track:
衡量成功的另一种方法是通过朋友的推荐。 想象一下，这是WebTaxi平台中添加的功能，我们可以跟踪：
How many customers recommended the service to their friends.
有多少顾客向他们的朋友推荐了这项服务 。
How many of those friends booked and completed their ride.
这些朋友中有多少人预订并完成了旅程 。
通过客户满意度进行衡量 (Measuring through customer satisfaction)
Another way to measure success and also continually improve the service would be through a rating system that could potentially be added to the WebTaxi platform, where the user could rate the service itself but also the drivers:
衡量成功并持续改进服务的另一种方法是通过一个评级系统，该系统可能会添加到WebTaxi平台，用户可以在该平台上对服务本身以及驱动程序进行评级：
How people rate the service and the feedback they give.
人们如何评价服务及其提供的反馈。
The number and severity of customer complaints.
客户投诉的数量和严重性。
The driver rating.
驾驶员评分 。
其他注意事项 (Other considerations)
汽车座椅物流 (Car seat logistics)
There are other elements to take into consideration like the logistics side of handling the car seats which occupy a large volume in the car and then perhaps the driver will be limited in the number of people and luggage for his next fare or will he be obliged to drop-off the car seat somewhere before his next ride. It’s fair to ask if it would be worth the hassle if a hassle at all.
还有其他一些因素需要考虑，例如处理汽车座椅的后勤方面在汽车中占据很大的体积，然后驾驶员可能会因为下次乘车的人数和行李数量而受到限制，或者他将不得不在下一次骑行之前将汽车安全座椅放下。 公平地问，如果有麻烦的话，是否值得付出麻烦呢？
卢森堡与其他国家的其他大城市 (Luxembourg vs other large cities in other countries)
For a deeper analysis, it might be worth exploring other city transport solutions in other countries to know if there is a similar struggle or how they’ve resolved the situation if there had been any previously.
要进行更深入的分析， 可能有必要探索其他国家的其他城市交通解决方案，以了解是否存在类似的斗争，或者如果以前曾有过类似的努力，他们如何解决了这种情况。
为婴儿乘客提供汽车安全座椅的出租车服务 (Taxi services who provide car seats to infant passengers)
It’s worth examining whether, other taxi services, that do provide proper car seating for infants and toddlers, in Luxembourg or otherwise, make a significant enough margin with these trips. Is it a worthwhile effort for all the trouble, if any?
值得研究的是，在卢森堡还是其他地方，其他出租车服务是否确实为婴儿和学步车提供了适当的汽车座椅，是否能为这些旅行带来足够的利润。 解决所有麻烦是否值得？
结论 (Conclusion)
一个积极的假设 (A positive assumption)
My assumption here is that there is, in fact, a whole market out there that these top taxi companies in Luxembourg have not tapped into yet that might just be worth exploring.
我在这里的假设是，实际上，存在一个整个市场，这些卢森堡的顶级出租车公司尚未涉足，这也许值得探索。
“Business opportunities are like buses (or taxis in this case), there’s always another one coming.” — Richard Branson
“商机就像公共汽车(在这种情况下是出租车)，总会有另外一个机会。” —理查德·布兰森
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