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A study on User Experience of Mobility Platform Service -Focused on kakao Taxi and Tada-

모빌리티 플랫폼 서비스의 사용자 경험 연구 -카카오 택시와 타다를 중심으로-

  • Kim, Ji-Hyun (Visual Communication Design, HongIk University, Graduate School) ;
  • Kim, Seung-In (Digital Media Design, HongIk University, International Design School for Advanced Studies)
  • 김지현 (홍익대학교 일반대학원 시각디자인 전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공)
  • Received : 2019.05.16
  • Accepted : 2019.07.20
  • Published : 2019.07.28

Abstract

A number of case studies and type analyzes have been conducted on mobility platform services that are rapidly evolving around the world. However, since the actual user experience is important for the development of the mobility service, research on the user side is needed. In the mobility platform service, only the car-hailing was used, and the preference factors were analyzed through the questionnaire in seven aspects of the user experience. Studies have shown significant differences according to gender. While the safety of the woman, the comfort and the kindness of the vehicle have a great influence on the satisfaction, the male affirms that the familiarity is the factor affecting the satisfaction. This study focused on the customer experience as a real user and identified key factors of selecting mobility platform service, so it is expected that it will contribute to the development of mobility platform service in the future.

Keywords

Mobility Platform;Service;User Experience;Kakao taxi;TADA;Preference

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Fig. 1. User Experience Satisfaction Radar Chart of kakao Taxi and TADA

Table 1. Categorized by business model (C.M.Yoo, 2018)

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Table 2. Key Components of Vehicle Sharing Service [14]

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Table 3. Mobility Platform Services Case Study

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Table 5. Usability Assessment Results

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Table 4. Questions for usability measurement

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Table 6. Top considerations when using mobility services

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