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Tripda: Consumer Journey for Drivers and Passengers


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Este material foi desenvolvido a partir de uma longa pesquisa realizada, cujo objetivo é evidenciar o caminho percorrido pelos usuários no uso do serviço e quais suas interações e problemas enfrentado em cada etapa.

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Tripda: Consumer Journey for Drivers and Passengers

  1. 1. Description 1. Recurrent ride 2. Round trip 3. Stopping Points vs Price per passenger 4. Color scale in choosing the value 5. Payment preference 6. Meeting points and other details 7. Hand baggage 8. Promo code Occurrences The ride is offered primarily at Tripda but it is not unusual to use Facebook. Some users stated that Facebook is more agile to talk and match details, so they use it in cases with greater urgency when they need to find someone at the last minute. The ride is usually registered in some free time of the user, wether it is a break from work or when the user get home later in the day. There is always planning ahead for the travel independently of its reason. Within this planning is the definition of dates, times, meeting point and arrival. Only after this step they perform the register. Because the registry is always done in a calmer moment, they use the Desktop to do it, but it is not uncommon for users to use the mobile, although they claim it is more complex and have limited resources, e.g. autonomy in the price. 9. Phone display 10. Message exchange forms 11. Using the App for message exchange 12. Message via App vs Messagem via Website The communication process between driver and passenger happens through several means, messages via Tripda (Desktop and Mobile), SMS, E-mail and Whatsapp. After receiving the request for the ride, communication continues by different means, where they deem most efficient. In this process Tripda does not have much condition to interfere or prevent users to communicate by other means. The ideal is to adapt to this fact and try to workV out a feature that adds value to the user at this point or not interfere in any way. This is the most painful step for the driver because they talk to different people with different profiles and needs, and especially with varied questions. They spend a lot of time sending and receiving messages. 13. Passenger selection criteria 14. Automatic acceptance 15. Not receive request 16. Cancel at the last minute 17. Confirmation by phone or message (Whatsapp or SMS) 18. Replacing passenger 19. Ride empty on the website, full in practice 20. Ride full on the website, empty in practice. 21. Using the app at the meeting point The smaller the experience with the service, the greater the level of concern about who is requesting a ride. Many of them have already joined the service with almost no concern. All depends on how and who provides the service to the user. As the user is getting involved with the service, the fear fades almost completely and thus the selection criteria, which basically consists of: order of arrival and if have take a ride previously. Talk to interested passengers, ask questions and manage confirmations and cancellations is a major task of drivers. It is inevitable that the driver is contacted via different channels for the same ride. As previously reported, after establishing the first contact with the passenger it is natural that they maintain communication by other means than the Tripda, using the system as a seat disclosure panel. This becomes even more complex for the drivers to manage their rides as the occupation control and release of seats in the car cannot be done on the system, forcing them to create their own methods of organization. “Requires a time, it is my second job. Time to check out the rides, to evaluate, to talk to people with message exchanges.” “(...) it is not because field is mandatory that users fill out the same way, some drivers put street, others the subway and others just the city, so it is quite varied (…)” The meeting point is determined by the drivers but the level of each user determines the way and the flexibility of how this issue is handled. Moderate drivers are less accurate in describing the meeting point and have more flexibility in negotiating, often perform large deviations. Drivers with advanced profile are more stringent and choose points that benefit them and always think on the route of travel. That is why they describe clearly and guide the passenger to the exact location of the meeting. Even with these differences in behavior, yet both profiles need to exchange phone messages, Whatsapp, website or app to clarify and ask questions of the new passengers or who do not know the meeting point. The trip is the step of satisfaction and completion of the entire process that involves getting all the necessary passengers. The driver is always very tense during the process, because while the passenger does not reach the meeting point is his responsibility to bear the costs of those missing and to ensure that other passengers of the trip is made as agreed. For this reason the trip gives the sense of “mission accomplished” to the driver. During the trip there are no significant occurrences and in no time Tripda is needed be triggered. All drivers agree on the importance of receiving feedback, both for them and for passengers. Moderate drivers often use the ratings as a secondary criterion but not least at the moment to accept them on their trip. However, they do not usually fill the evaluations, they find the process complex because they have to do in a posterior time and devote exclusive time to this. It is necessary to remember exactly each passenger and they do not see enough benefit to dedicate this time later. Most advanced drivers do not observe this criterion when selecting a passenger, but know the importance of their evaluations and so they are also concerned with evaluating the passenger. These differences occur because of the level of involvement with Tripda and the frequency of system use. The advanced driver uses the system frequently and thus have more availability to perform the evaluations. As well as the meeting point is determined by the driver, the arrival point is too. The same logic repeats, moderate level drivers allow greater flexibility and negotiate the arrival point, the advanced profile drivers are more strict and are clear and explicit in their ride disclosures. At this stage of the process, it were not identified significant occurrences in the process. No occurence was observed or reported. 22. Absence of Tripda during the trip 23. Traveling with a stranger 24. Taking security measures 25. It requires a dedicated time 26. It is not practical 27. Asks to be done several times for the same passenger Device Before During After Very Good Good Bad Very bad REGISTER / DISCLOSE THE RIDE TALK TO THE CANDIDATE CHOOSE THE PASSENGER MANAGE RIDES MEET THE PASSENGER TRAVEL LANDINGPAYMENT EVALUATE THE PASSENGER Experience Flow: Driver Reading to 3 occurrences 4 to 6 occurrences 7 to 9 occurrences No driver claimed have experienced any problem with receiving payment, only specific cases of people who came with card, they asked to stop to withdraw money or had no money exchanged. Generally, online payment is well seen but drivers prefer to receive cash in case they need to use the money while traveling in a specific situation. Online payment in their view bureaucratizes the relationship, it is more checks to be made by the driver and they are very afraid of how will the formalities in case of waive. A driver highlights the fact that if online payment exists, it is because there is an intention to charge one of the two process ends (driver or passenger), and this is not well seen by drivers, mainly because they believe that already charge viable minimum value. Another driver believes online payment method can minimize the number of cancellations by being paid before. Making this balance, they see as positive is online payment is an alternative to be used and administered by the driver when the driver chooses, but not as a rule. At this stage of the process, it were not identified significant occurrences in the process. No occurence was observed or reported.
  2. 2. Description 1. Sorting by date and time 2. Rides repeated of the same driver or very low prices 3. Price is a tertiary criterion 4. Direct contact - seats disclosure panel 5. Prefer for known people 6. Information about the car 7. Facebook as a competitor Occurrences This is the most important time for the passenger to use Tripda system. This is the only step of the process in which passenger uses other means only when there not any offer that meets their needs in a timely manner or in emergency situations. The demand for rides happens with some advance of the trip and it is at this moment when the passenger search for offers that meet their needs and start dialogue with drivers to answer questions. This process of finding the ideal ride is not so practical because the system does not display the information in the way which passengers are mentally and practically organized. The information is not displayed in the interface with the same priority criteria that passengers classified as priority for them. Regardless of the passenger level and clarity of information in the notice in most cases passenger will only feel comfortable when talking to the driver. This conversation is necessary in almost all cases, primarily for removal of small doubts, clarifications or any request by the passenger. Passengers usually start contact via the Tripda system, others start by other means of their choice. Often the driver guides in the ride notice how they would like to be contacted. Even when the contact starts by Tripda system, users migrate to other means of their preference that bring more agility and better fits their routine. This is something that Tripda can see as problematic, but it is important to respect the user freedom so that they interact with Tripda at times they deem essential, and it is at these moments that Tripda must be prepared to offer a positive experience. 8. Remove doubts and confirm information before request a ride 9. Exchanging messages by app 10. Use phone (calling, Whatsapp, SMS) 11. Receive no answer 12. Setting meeting point and landing 13. Does not keep frequent contact with the driver 16. Confirmation of driver or passenger 15. Confirmation via Tripda website 14. Confirmation by phone or message (Whatsapp ou SMS). 17. Cancellation of ride by driver 18. Cancellation of ride by passenger 19. Excessive number of people to travel 20. Use the app to confirm information For the same reasons of the previous topic, systemic confirmations are not enough to keep any of the two parts comfortable (passenger and driver). Confirmations are made by the same channels chosen to keep in touch, and this has significant reflection at the interface and user experience. When confirmations are made through direct contact with the driver, passengers not always return to Tripda system to send confirmations. This process is the cause of the problems that drivers have to manage their rides, these problems are described and discussed in the analysis of the drivers experience flow. When a passenger cancels its presence in a ride the driver needs to find someone else to replace him/her. Similar to the step “Confirm ride”, this cancellation in most cases is only communicated to the driver by the same channel where they kept in touch, and no attitude is taken into the system by passengers. Not unlike the confirmation of the ride, this behavior is the focus of the problem that the driver faces to manage their rides and release a new seat within the ride previously noticed. Passengers always know clearly or have the necessary information to locate the meeting point. They get this information in the seat notice or talking to the driver and taking off their doubts before the trip. The biggest difficulty for a passenger is to find the car or identify who is the person who will give the ride. Therefore sometimes the passengers turn to app or a message on the phone to get some information that assists in the identification of the car or the driver. The trip is a stage that Tripda has no influence and those involved do not really expect any interaction or intervention by Tripda this time. No user mentioned feeling uncomfortable to travel with a stranger, this feeling is present only in the first trips. The evaluation of the driver is always a criterion to be considered when the passenger is looking for a ride, but at the time to make an evaluation passengers are not very motivated to do. Advanced passengers see the importance of this and also because they access more frequently Tripda system, they perform more evaluation. Moderate passengers perform less because they do not have motivation to return to Tripda system only to carry out this evaluation. Landing is a smooth process for the passenger. All informa- tion and questions are referred at the moment of chat and confirm with the driver. Even when a passenger intends to request a small deviation, it is negotiated before with the driver. In some cases passenger requests along the way some small deviation or an alternative way that may favor the his/her anticipated landing. No occurence was observed or reported. 21. Traveling with strangers 22. Take few safety measures 23. They do not consult the app during the trip 26. Mistrust with online payment 25. Absence of clearer information if they need to take change 24. Payment made during the trip 28. Repeated request to evaluate the same person 27. Obligation to describe a comment Device Before During After Very Good Good Bad Very bad SEARCH / CHOOSE A RIDE TALK TO THE DRIVER CONFIRM THE RIDE CANCEL THE RIDE MEET THE DRIVER TRAVEL LANDINGPAYMENT EVALUATE THE DRIVER Experience Flow: Passenger Reading to 3 occurrences 4 to 6 occurrences 7 to 9 occurrences Passengers are comfortable with the current payment process, some small improvements can minimize minor discomforts occurred due to lack of passenger information. The inclusion of online payment at first is seeing as positive, but it is clear that users care about how this process will be inserted into the current flow and the impact of that for passengers.