Published on

Published in: Business, Travel
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. 1. Facilitating East Bay to SF commuting Friday, October 11, 13
  2. 2. Friday, October 11, 13
  3. 3. Friday, October 11, 13
  4. 4. Friday, October 11, 13
  5. 5. Friday, October 11, 13
  6. 6. Friday, October 11, 13
  7. 7. source: 511 Rideshare Friday, October 11, 13
  8. 8. ! Friday, October 11, 13
  9. 9. Friday, October 11, 13
  10. 10. FastLane is a service that simplifies carpooling by allowing commuting drivers and riders to find a match at the last minute and take the carpool lane to work. Friday, October 11, 13
  11. 11. y y Key Partners Key Activities Value Proposition Customer Relationship Channels Customer Segments Revenue StreamsCost Structure Bay Area Traffic, transit rideshare, bicycling information hub for 9 counties of the bay area City governments Neighborhood associations Register Identity verification Map Search for match Match Ride pay & review Convenience Efficiency Safety Cost reduction Reducing time to commute Environmental friendly Getting to know people from their neighborhood Feeling of community spirit in the bay area Drivers and riders who commute between the East Bay and San Francisco Bus Stations Carpool meeting points Smart Phones Website Developing website and app Community management Presence indicator on Bus stations Drivers: cost per ride Premium service as “extra safety tag” Key Resources Drivers with cars Bus station presence indicators Website and app Access to database, including traffic Business Model Canvass Friday, October 11, 13
  12. 12. Planned Last Minute Low Cost High Cost Friday, October 11, 13
  13. 13. Carpool is rarely used for commute (4% or less) Main factors for choice of transportation: Speed, Predictability, Proximity According to the survey, Friday, October 11, 13
  14. 14. Pain Points Finding a meeting point location Waiting in line for a car Waiting in line for riders Finding a match on the current website Friday, October 11, 13
  15. 15. Value life work balance Efficient use of time with flexible schedule “Cars are too expensive in the city but carpooling is not reliable” LIFESTYLE He enjoys the suburb life with his son and wife away from the city but won't say no to a drink after work. He loves to visit art exhibitions worldwide. IMPORTANT Barry wants flexible, efficient, and reliable transportation. He values the control over his schedule that driving CONTEXT He commutes alone to his job in the city every day, a drive that takes an hour each way. PAIN POINTS Paying $30 for parking in the city every day is expensive. FRUSTRATIONS Barry has no good commute options. The bus is slow and light rail is too far away from his home and he doesn't want to park his car by the train station. Casual carpools are too unpredictable, don't work well when he travels outside rush hour and changes plans at the last minute. Spencer Lee - HR Director - 55 Suburb Lifestyle in Richmond Point time money Friday, October 11, 13
  16. 16. “I need my car all the time and get stuck in traffic often” It is too expensive to commute back and forth twice a day It is more difficult to find riders on my way back from San Francisco I went more time with my dog and my boyfriend. LIFESTYLE Charlotte lives in the affordable Oakland with her dog. She has a part-time job working evenings in the kitchen of a select downtown establishment and occasionally picks up office temp work. She used to have a motorcycle, but was totaled. She enjoys to watching movies online and spend time with her niece. IMPORTANT She needs her car in the city. She wants to be safe when traveling in the late evenings. CONTEXT She stays at her boyfriend’s house in the evening, then reverse commute back in the morning to see her dog. PAIN POINTS She hates that her commute is time away from her boyfriend or her dog. Driving is expensive. FRUSTRATIONS Being stuck in traffic Charlotte Logan - Restaurant Worker - 26 Multiple commute in a day time money Friday, October 11, 13
  17. 17. “Carpooling is great when it works. Helping others and getting to work on time is a good way to start the day!” Finding information about car- pooling when she needs it not easy LIFESTYLE Elena is a married and has a daughter, Marica. She works in San Francisco and lives in Piedmont. She enjoys yoga and believes that carpooling is a great way to limit pollution. When riders propose to pay the optional $1.25, she does not accept. This helps her get to work on time. IMPORTANT She wants to spend quality time with her family. The carpooling system is not consistent over time. CONTEXT She picks up riders at the carpool point after she drops off her daughter to school. PAIN POINTS Sometimes there are no riders to transport at my pick up spot. Not sure where the others are... This makes the commute unpredictable. FRUSTRATIONS “Being late while my class is waiting for me. I have to drop off my daughter extra early to ensure that this does not happen.” Piper Kujak - Special need teacher - 35 Avid Carpooler time money Friday, October 11, 13
  18. 18. “Whichever comes first: Bart or Carpool. “I prefer the comfort of a car. I can read or work. No rush hour drama” LIFESTYLE Jon is a single man living in Berkeley. He’s loves to cook and dreams about becoming a chef. He has a membership in a community garden where he grows his vegetables. He stays up late socializing or on the web IMPORTANT Jon has a car but prefer not to drive it and use it for local errands. Driving the car at rush hour in the evening is not conceivable for him. CONTEXT He lives next to the North Berkeley BART Station. “if there is a driver for me, I will carpool”. I can work from the car and be comfortable. Not like in the BART at rush hour!” PAIN POINTS BART Strikes: no BART and not enough cars. “There are few drivers in the evening and sometimes I have to carry equipment home. ” FRUSTRATIONS No choice but BART on the way back. “BART is terrible in the evening rush hour. It is packed at Embarcadero, my station”. “Plus people are not polite, you have to stand. There is no way I can use my iPad or just relax after a long day.” Jon Camerino - IT Manager - 42 Rider looking for convenience before all time money Friday, October 11, 13
  19. 19. Self regulated system Information is communicated from word to mouth Riders warn each other against bad drivers while in the line Riders can pay for $1.25 to cover the toll ($2.50 per ride), but it is not mandatory. There are more carpoolers when there is a Bart strike because of the additional traffic 1970 6,100 participants/day 1,670 carpools/day 13 East Bay sites 2 SF sites 80% 4-5 days/week About the money exchange 63% drivers say they take whatever the rider gives them. They don’t expect to be paid on the way back to East bay (no toll) 90% riders are willing to pay. It’s not about the commute expenses, it’s about convenience. Friday, October 11, 13
  20. 20. Remaining problems The current website is too complicated to find information at home or on the go. Matching riders to drivers Finding a meeting point location, or a back up location Friday, October 11, 13
  21. 21. Friday, October 11, 13
  22. 22. User Journey Current State Friday, October 11, 13
  23. 23. User Flow Friday, October 11, 13
  24. 24. First Iteration Friday, October 11, 13
  25. 25. First Iteration Friday, October 11, 13
  26. 26. Learnings from first Iteration Name of app needed to change Calling in advance of a ride is problematic: - how will the system anticipate the timing with moving drivers - disruptive to driving - tester don’t feel comfortable to calling strangers The table view had too much information and the lay out of timing is too confusing Timing match needed to be resolved Carpooler need to be aware of the rules Friday, October 11, 13
  27. 27. Second Iteration Friday, October 11, 13
  28. 28. Learnings from second iteration Timing was still a problem. Testers says that it would be difficult for carpooler to evaluate their meeting time even 15 or 30 minutes in advance. The map screens which do not include many of the controls Testers found that the “bump” interaction (similar to high-five with the phone in hand) at the beginning and end of the ride was a bit too “invasive”. Especially with more than one rider. Friday, October 11, 13
  29. 29. Wireframe 1 Friday, October 11, 13
  30. 30. Wireframe 1 Friday, October 11, 13
  31. 31. Learnings from wireframe 1 More work required on map and timing Friday, October 11, 13
  32. 32. Wireframe 2 Friday, October 11, 13
  33. 33. Wireframe 2 Friday, October 11, 13
  34. 34. Learnings from wireframe 2 Map screens could potentially become too busy if with additional icons Additional tests confirmed that a later phase should include social network contacts. The map could find matching friends and acquaintance. Friday, October 11, 13
  35. 35. Friday, October 11, 13