Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Tripda: Mapping of behavior and problems faced by customers in the use of the service offered by Tripda.


Published on

Este material apresenta o resultado de uma pesquisa realizada para a Tripda, a maior plataforma de caronas do Brasil, com o intuito de identificar os comportamentos e as necessidades dos seus clientes e projetar uma melhore experiência para eles.

Published in: Design
  • Be the first to comment

  • Be the first to like this

Tripda: Mapping of behavior and problems faced by customers in the use of the service offered by Tripda.

  1. 1. EXPERIENCE FLOW TRIPDA Mapping of behavior and problems faced by customers in the use of the service offered by Tripda.
  2. 2. CONTENTS .1 About this research .1.2 Study goals .1.3 Methodology .1.4 Sample .2 Workshop .2.1 Workshop .2.2 Preliminary experience flow - Driver .2.3 Preliminary experience flow - Passenger .3 Interview / Ethnographic field study .3.1 Interview / Ethnographic field study .3.2 Occurences .4 Driver .4.1 Preview - Experience flow .4.2 Register / Disclose the ride .4.3 Talk to the candidate .4.4 Choose the passenger .4.5 Manage the rides .4.6 Meet the passenger .4.7 Travel
  3. 3. CONTENTS .4.8 Payment .4.9 Landing .4.10 Evaluate the passenger. 5 Passenger .5.1 Preview - Experience flow .5.2 Search / Choose a ride .5.3 Talk to the driver .5.4 Confirm the ride .5.5 Cancel the ride .5.6 Meet the driver .5.7 Travel .5.8 Payment .5.9 Landing .5.10 Evaluate the driver .6 Major issues .7 Thank you .8 Contact
  5. 5. STUDY GOALS This report intends to present the perceptions and experiences lived by ana- lysts during the field research to understand how customers of Tripda see the service, how they use the service and what are their expectations and frus- trations. By the end we hope to have presented how the customers think and act, in addition to which points Tripda needs to adapt, explore and improve.
  6. 6. METHODOLOGY The project was developed in two parts. The first consisted of a dynamic with the stakeholders of Tripda, to collect opinions and perceptions that the company has towards users. The second dynamic was to validate the information gathered during the workshop with a field observation and in-depth interviews with Tripda users from different profiles. As a final result it is possible to present the problems, frustrations, percep- tions and experiences of Tripda customers when using the service, and to- gether with it to understand what is the flow of lived experience, where are the pain points and where it is needed attention to ensure that users are sat- isfied.
  7. 7. SAMPLE Overview Age 18 Participants Between 18 and 33 years old Profile Gender 9 Passengers 8 Male 9 Drivers 12 Female
  8. 8. SAMPLE P.S.: We have also interviewed two backup users of the inter- mediate profile, which were not considered in the development of the Experience Flow, in order to not unbalance the results. However their reports were mentioned in this study. Profile details 6 Advanced users They use the service on average three times a week 6 Moderate users They use the service on average once a week 6 New users They never used the service but intend to use
  9. 9. Phase 1 WORKSHOP
  10. 10. WORKSHOP At the first part we performed a workshop where it was collected informa- tion with the employees of Tripda, which guided the creation of a prelimi- nary Experience Flow and a first list of users pain points. Based on this, the analysts were able to develop a research roadmap to ob- serve users in a real context. Phase 1
  11. 11. Workshop PRELIMINARY EXPERIENCE FLOW Stages Issues 1. Need 5. Awaiting confirmation Lack of security Login only with Facebook Message exchange App SMS Uncertainty No alternatives SMS Passenger answer Too many steps Internet connection Confuse Instability Distance Few passengers in some routes Difficulty to set location Online payment method No reply option Not allowed to remove passengers HistorySecurity 3. Access to the system 7. Communication 2. Share 6. Metting point 4. Disclose the ride 8. Travel 10. Evaluate the passenger 9. Landing General Driver 10/67 Level of severity 1 point 3 points 2 points 4 points 5 points
  12. 12. /6711 SMS Limit in the phone plans to acces the internet Inbox of website 1. Need 5. Choosing the ride Lack of security Login only with FacebookApp bugs Message exchange System bugs No alternatives SMS Validation Visualization of additional info Online payment method Define the drop off point Danger Awkward feeling Too many steps No reply option App Instability Distance Few options of routes Notifications Confuse meeting point Filtering confusion User information Security Awaiting booking confirmation Few results in some routes 3. Access to the system 7. Communication 2. How to travel 6. Awaiting confirmation 4. Search 8. Metting point 10. Landing 11. Evaluate the driver 9. Travel General Workshop PRELIMINARY EXPERIENCE FLOW Stages Issues Passenger Level of severity 1 point 3 points 2 points 4 points 5 points
  14. 14. INTERVIEW / ETHNOGRAPHIC FIELD STUDY In the second part it was performed an in depth interview and systematic observation of users pain points, where analysts were able to interview, ob- serve and travel together with users, which made possible validate and con- trast the information gathered in the first phase. The entire project had qualitative approach and exploratory nature. We worked with a non-probability sample of nine members divided into two groups: Drivers and Passengers. Phase 2
  15. 15. Phase 2 OCCURRENCES The occurrences will be classified in three ways and affects two areas: Criticality level: light, moderate and severe. • Light: low impact occurrences to perform the task successfully or that generate little frustration or discomfort to the user. • Moderate: Occurrences requiring a learning effort, requiring users to adapting to the resource to perform the task successfully, cause discom- fort or irritation to the user. • Severe: Problems that require much effort to be understood and bypassed or prevent the user to accomplish their goal. Generate irritation and of- ten put users in uncomfortable situations, thanks to their presence or ab- sence. Impact area: Usability or experience. • Usability: Occurrences that impact the use of the system / interface. • Experience: Occurrences that impact social life and the customer experi- ence in relation to the service.
  16. 16. Interview / Ethnographic Field Study DRIVER
  17. 17. /67 In-Depth Interview / Ethnographic Field Study EXPERIENCE FLOW Driver Stages OccurrencesExperience Recurrent rideVERY BAD Passenger selection criteria GOOD Using the app at the meeting point GOOD VERY GOOD It requires a dedicated time BAD It is not practical Asks to be done several times for the same passenger Phone displayVERY BAD Not receive request VERY BAD Absence of Tripda during the trip VERY GOOD VERY GOOD Payment preference Stopping points vs Price per passenger Using the app for message exchange Taking security measures Hand baggageRound trip Automatic approval Message exchange forms Cancel at the last minute Traveling with a stranger Meeting points and other details Color scale in choosing the value Message via app vs Message via website Ride empty on the website, full in practice Confirmation by phone or message Ride full on the website, empty in practice Replacing passenger Promo code1. Register/Disclose ride 5. Meet the passenger 3. Choose the passenger 7. Payment 2. Talk to the candidate 6. Travel 4. Manage the rides 8. Landing 9. Evaluate passenger Driver 16 Level of severity LightModereteSevere
  18. 18. Occurrences REGISTER / DISCLOSE THE RIDE 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 ar- rival. Only after this step they perform the register. Because the registry is always done in a calmer moment, they use the Desk- top 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. very bad
  19. 19. Occurrences 1. Color scale in choosing the value The color scale clearly gives the user a recommendation of Tripda regarding the price to be practiced on that trip. The point is that users have questioned the calculation used to this suggestion, and do not know what are the criteria applied. They claim they do not agree and do not feel free to choose the desired price. The feeling is that they cannot charge more depending on what they offer, for example: take or leave the passenger at the their homes, travel with fewer people to provide greater comfort, the kind of car for the journey to be made, variation on gasoline price, if they make a longer way, comparison with price of the bus, etc.. Comments range from a profile “moderate” to a profile “advanced” but both feel pressured by the color scale. Suggestion: This is a typical feature where the interface generates a social impact and it is necessary attention to the feature in order to behave in a way that it does not affect the ethics of those who use it. Therefore we suggest a less forceful way of value suggestion and an understanding of how the calculation is done. Driver Impact area Experience Level Severe REGISTER/DISCLOSE THE RIDE /6718
  20. 20. Occurrences REGISTER/DISCLOSE THE RIDE 3. Recurrent ride Normally a user offers his ride always to the same destination, but rarely on the same day and time, it causes them to not use the feature “recurring ride“, because the schedule can not be changed. Another problem is the independent administration of these rides. According to a user, when you make a change, it applies to all recurrent rides registered. Driver Impact area Usability / Experience Level Moderate /6719 2. Meeting points and other details This is the most important step for the user and where the user has more attention. Here is the main place to enter the ride information, it details the meeting points and arrival, give the instructions that judges necessary and swindle the system to pass the phone. Advanced users often use the same description to detail the rides, some even have this text saved on their computer to copy and paste. Due to its importance, this step should comprise the main block of seat information in the register first stage and provide some features to optimize the time spent in completing of advanced users. Impact area Usability Level Moderate
  21. 21. Occurrences Driver 6. Payment preference There is only one form of payment, so there is no reason for this to exist in the interface. It just extends the process unnecessarily. A cash payment orientation can be presented in a way that it is not present in the ride registration flow. Impact area Usability Level Light REGISTER/DISCLOSE THE RIDE /6720 5. Stopping Points vs Price per passenger Step 4 does not offer any stopping point as the title suggests, this possibility is in step 2. In addition to this problem, the choice of price per passenger is not inserted at any step, but because the proximity appears to be to the step 4, which does not correspond to the title. Impact area Usability Level Light 4. Round trip The most common behavior of users is registering the going-to trip only, requiring them to always make the change when registering the ride. Level Light Impact area Usability
  22. 22. Occurrences 7. Hand baggage 8. Promo code Considering the advanced profile and university users, the size of luggage is irrelevant. This is because they are already used to these profiles that use little luggage and the purpose of these passengers nature, in a high frequency, does not require big luggage because it is not a pleasure travel. Moderate profiles have a greater concern in spreading this feature, but it is not a critical point. This item has greater relevance for users who travel for pleasure. No user understood the functionality or what it is for at the moment of registering a ride. Driver Impact area Usability Level Impact area Usability Level Light Light REGISTER/DISCLOSE THE RIDE /6721
  23. 23. Occurrences TALK TO THE CANDIDATE 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 fea- ture 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 ques- tions. They spend a lot of time sending and receiving messages. very bad
  24. 24. Occurrences TALK TO THE CANDIDATE 9. Phone display Motorists questioned a lot the fact that the phone is not be displayed. For them this is a differential of the other rides offering resources and choosing to make available the phone displaying should not be blocked by Tripda. The phone brings agility to match and adjust the details with passengers, they can quickly answer questions and solve in minutes what would take much time and effort from both sides. Suggestion: The resource Unicaronas kept the phone open and it was highly praised, but this brought some other problems. The unification of the possibility of open phone with the solution of other problems and other resources suggested in this report can enhance user engagement and increase final satisfaction with the use of Tripda. However experienced they are, drivers and passengers already have a connection with some people and keep in touch for future rides. Yet this contact is rarely straightforward. No passenger call a driver directly to ask if he or she is offering a ride, the passenger calls only when seen at Tripda that a known driver is offering a ride. Thus, Tripda is not excluded from the process and is seen as a rides diffusion panel. Tripda continue present on the user experience cycle and it is essential in the offering and search process for rides, so users know who, where and when the rides are being offered Driver Impact area Experience Level Severe /6723
  25. 25. Occurrences Driver 10. Using the App for message exchange This point collides with an interesting balance where some users do not use the app, others use website and app and some users only use the app. This may seem insignificant to this issue, but the exchange of messages from a person using the app and one that does not use can be tedious for those who use the app and is waiting a return in a short period of time.Impact area Usability Level Light TALK TO THE CANDIDATE /6724 11. Message via App vs Messagem via Website Many users believe that the app does not have a good efficiency for this purpose. They claim it is slow and inconsistent with the notifications that appear in the interface, that is, messages read by other means appear as unread or vice versa, causing the user to lose control of what has been read or believe that new messages have arrived. These points collaborate to judge the app with low efficiency for message exchange. “ [In the app] more complex, the messages does not arrive. In addition that people do not use the phone. So take time to respond. Much faster the Whatsapp.” Impact area Usability / Experience Level Severe
  26. 26. Occurrences TALK TO THE CANDIDATE Driver /6725 12. Message exchange forms Messages are exchanged through several means. Once the driver responds to passenger request, they determine case by case what is the best method to stay in touch. The further away the travel date, the more they use Tripda message system, to match details or ask any questions. As it approaches the date of travel, they use more agile and dynamic media such as whatsapp and SMS. This channel difference occurs because these alternative channels provide greater efficiency and because of the proximity of the trip, so they opt for that which is faster and safer. It is not necessarily a problem. Impact area Experience Level -
  27. 27. Occurrences CHOOSE PASSENGERS The smaller the experience with the service, the greater the level of con- cern 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 com- pletely and thus the selection criteria, which basically consists of: order of arrival and if have take a ride previously. good
  28. 28. Occurrences Driver 14. Passenger selection criteria Moderate users usually observe the evaluations of users, checking the Facebook profiles and sometimes observe some user preferences (smoke, animals, etc.), but the criterion of greater influence in the decision is the order of arrival. Advanced users are not very different, the arrival order has priority followed by a preference for those who have previously traveled with the driver. For these users, the preferences and the Facebook profile does not matter. Impact area Experience Level Light 13. Automatic approval None of the drivers interviewed reported use this feature, even not making passenger selection. According to drivers, this feature takes away the autonomy of managing the rides in the best way. Impact area Usability / Experience Level Moderate CHOOSE PASSENGERS /6727
  29. 29. Occurrences MANAGE THE RIDES 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.” very bad
  30. 30. Occurrences Driver 15. Confirmation by phone or message (Whatsapp or SMS) Due to the fact of establishing contact via means other than the message system from Tripda, it is natural that the passenger confirm the presence to the driver through the same means of which they have choosen to keep up. Thus the passenger hardly returns to Tripda system to perform the confirmation. Thus the seats announced by the driver remains open, but in practice it is already filled.Impact area Usability / Experience Level Severe MANAGE THE RIDES /6729 16. Replacing passenger The system does not allow the driver to delete or add a passenger who has combined with him/her by another channel. This undermines the administration of rides, restricting the possibility of reopening a seat in the notice, even if there is enough time to find another passenger. When it happens some drivers cancel the notice and remake the disclosure, causing problems with those passengers who have confirmed, since they are notified of the cancellation, which forces the driver to explain the situation for each passenger already confirmed. Impact area Usability / Experience Level Severe
  31. 31. Occurrences 17. Ride empty on the website, full in practice In cases where a passenger talks directly to the driver and does not confirm by Tripda system, the website displays an outdated information. When this happens and the driver still need to find more passengers, he/she cannot cancel the ride, and the website keeps disclosing more seats than there actually exist. Even when the driver already have all passengers confirmed and the website still announces open seats, the driver also does not cancel the ride because passengers who confirmed by website will be notified and it can confuse them. When this occurs, the driver continues to receive messages and requests and keeps responding to users that although the website display the open seats, the ride is already complete. Driver Impact area Usability / Experience Level Severe /6730 18. Ride full on the website, empty in practice. Due to the problems already reported of passenger waive, several times the car is already with all the seats occupied in the system but in practice the driver still need to find other passengers. But when this happens, the ride is removed from the system because theoretically the car is full and the driver is not able to edit, which makes it necessary to register a new ride or cancel and disclosure again the ride only with seats still available. In both cases results in rework and driver efforts to keep everything organized. Impact area Usability / Experience Level Severe MANAGE THE RIDES
  32. 32. Occurrences Driver /6731 20. Not receive request This is something that rarely happens. When they realize that this may occur due to proximity of the trip, they try on Facebook. If even by Facebook does not appear candidates they travel alone or with incomplete car. It is not necessarily a problem.Impact area Experience Level - 19. Cancel at the last minute Cancellations at the last minute happen for various reasons but does not happen often. When this occurs the driver has few options, usually attempts to contact by telephone those who requested but already existed the exact amount of passengers or publish the seat on Facebook due to dynamism of social networking. If they are unable to substitute, they perform the trip alone or with fewer passengers. Impact area Experience Level Moderate MANAGE THE RIDES
  33. 33. Occurrences MEET THE PASSENGER 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 ben- efit 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. “(...) it is not because field is mandatory that users fill out the same way, some drivers put street, others the subway and oth- ers just the city, so it is quite varied (…)” good
  34. 34. Occurrences 21. Using the app at the meeting point At the moment of meeting the passenger, everything it is practically all agreed and clarified. When there was no telephone exchange and something runs waya from the agreed, such as a delay, Tripda’s App is triggered to retrieve a message or passenger information. In the App they search for any messages that have changed with the passenger in order to find some information, see the picture of the passenger to facilitate the location or even send a new message. It is not necessarily a problem. Driver Impact area Usability / Experience Level - MEET THE PASSENGER /6733
  35. 35. Occurrences TRAVEL 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 meet- ing 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. very good
  36. 36. 22. Absence of Tripda during the trip 23. Traveling with a stranger 24. Taking security measures No report and no evidence was seen that Tripda has some influence or need to be triggered along the way. It is not necessarily a problem. No profile that already use the service proved to be bothered by the fact of traveling with strangers. This apparently happens because everyone have links with universities. When the base is extended to other locations or for new users this concern is more present, but not to the point of not using the service. It is not necessarily a problem. Drivers have no safety habit to protect themselves from the fact that they were carrying unknown people. They complain only of the absence of a location where it is recorded the history of trips made and who accompanied them. It is not necessarily a problem. Impact area Usability / Experience Level Impact area Experience Level - Impact area Experience Level - - Occurrences TRAVEL /6735
  37. 37. Occurrences PAYMENT 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 for- malities 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. very good
  38. 38. Occurrences LANDING As well as the meeting point is determined by the driver, the landing 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. very good
  39. 39. Occurrences EVALUATE THE PASSENGER 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 passen- ger, but know the importance of their evaluations and so they are also con- cerned 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 frequent- ly and thus have more availability to perform the evaluations. bad
  40. 40. 27. It requires a dedicated time A moderate driver will hardly access Tripda system only to make an evaluation. Advanced drivers have a greater commitment and do it after the trip in some down time at home. It is not necessarily a problem. Impact area Experience Level - 25. It is not practical 26. Asks to be done several times for the same passenger Moderate users claim not be practical, they expect it to be something more objective, fast, with a single question and that can be done in any channel or media. The system prompts drivers to evaluate the same person every time this person catches a ride with the driver, but they understand that the assessment is made on the person, not about their behavior during the trip. With that, it does not make sense in view of the drivers to evaluate several times the same person. Impact area Usability / Experience Impact area Experience Level Level Moderate Moderate Occurrences EVALUATE THE PASSENGER /6739
  41. 41. Interview / Ethnographic Field Study PASSENGER
  42. 42. Rides repeated of the same driver or very low prices Does not keep frequent contact with the driver Information about the car Setting meeting point and landing Price is a tertiary criterion Receive no answer Mistrust with online payment Prefer for known people Exchanging messages by app They do not consult the app during the trip Confirmation of driver or passenger Use the app to confirm information Absence of clearer information if they need to take change Repeated request to evaluate the same person Direct contact - Seats disclosure panel Confirmation via Tripda website Use phone (calling, Whatsapp, SMS) Cancellation of ride by passenger Take few safety measures Sorting by date and time Confirmation by phone or message Excessive number of people to travel Payment made during the trip Obligation to describe a comment Remove doubts and confirm information before request a ride Cancellation of ride by driver Traveling with strangers In-Depth Interview / Ethnographic Field Study EXPERIENCE FLOW Passenger Steps 1. Search/Choose a ride 5. Meet the driver 3. Confirm the ride 7. Payment 2. Talk to the driver 6. Travel 4. Cancel the ride 8. Landing 9. Evaluate the driver /6741 OccurrencesExperience BAD BAD BAD GOOD BAD VERY BAD VERY BAD VERY GOOD VERY GOOD Facebook as a competitor Level of severity LightModereteSevere
  43. 43. 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. Occurrences SEARCH / CHOOSE A RIDE bad
  44. 44. Occurrence SEARCH / CHOOSE A RIDE 1. Sorting by date and time Because the search is made based on the place of departure and arrival, the most common behavior after the performing of searches is users to searching all the rides that are in the time range that meet their need due to inability to relocate their commitment. This task is complex to be made because the times are not arranged in ascending order or grouped by time range. This makes users search at all search result pages or give up looking at all. The proximity criterion is observed after finding the rides scheduled for a time that meets their needs. The ride closest to the user is not necessarily the best for him/her, since users also observe the ease of movement to the marked location. Suggestion: In this case we recommend the listing by time order in all types of search performed and enhance the visibility of the place of departure. Passenger Experience Impact area Usability Level Severe Moderate /6743 2. Rides repeated of the same driver or very low prices Passengers do not understand why they found several rides of the same driver and why some have such low prices (e.g. 1, 2 or 3 reais). The feeling of many of them is of fraud and strongly suspicious of bad faith of these drivers. Impact area Level
  45. 45. 4. Direct contact - seats disclosure panel Advanced passengers have contacts of some people offering certain rides they already know and that meet their needs, but get in contact only when they find the seat disclosure at Tripda because the relationships created between them is not friendship, so passengers do not feel comfortable with calling drivers to ask if they will offer certain ride. It is not necessarily a problem. Impact area Level Occurrence SEARCH / CHOOSE A RIDE Passenger /6744 3. Price is a tertiary criterion Price is a tertiary factor (losing to departure time first and place of departure second) because the difference in values is very small and passengers understand as an advantage to pay a little more if the other two main criteria perfectly meet their needs. Suggestion: Do not create automatic sort order by price or very suggestive identifications regarding the price being cheap or expensive relative to other rides offered.because the difference in values is very small and passengers understand as an advantage to pay a little more if the other two main criteria perfectly meet their needs. Experience - Impact area Level Experience Light
  46. 46. Occurrence SEARCH / CHOOSE A RIDE Passenger 6. Information about the car Depending on the need of the passenger, they observe the information of the car. The most common is observe when they need to take a big suitcase that is uncommon or when there are four places and observe what kind of car to know if the car comprises comfortably three people in the back seat. Information is always found smoothly without major problems by users. It is not necessarily a problem. Impact area Usability Level - 7. Facebook as a competitor Due to the agility of Facebook to establish contact with the driver it becomes a much more agile media than Tripda, but there is the difficulty of finding the rides due to the fact that rides are exposed as posts without proper organization. This agility of Facebook in relation to Tripda is precisely their advantage because allow users to find and negotiate last-minute rides, so it is used as emergency resource and very used only when they do not find the ride needed at Tripda. It is not necessarily a problem. Impact area Experience Level - /6745 5. Prefer for known people Some passengers tend to prefer rides of known people because they already know the person, knowing the person drives responsibly and especially knowing they are punctual and reliable. It is not necessarily a problem.Impact area Level Experience -
  47. 47. 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 re- spect 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. Occurrences TALK TO DRIVER very bad
  48. 48. Occurrence TALK TO DRIVER 8. Remove doubts and confirm information before request a ride Many passengers feel the need to talk to drivers to remove simple doubts or combine small deviations. This practice is not bad seen by drivers and they also feel the need to talk to all the passengers to get the details right and feel safer on the confirmation. The inability to get the phone number or other form of direct contact before performing confirmation of the ride does not allow them to establish contact, even if it is the will of both parties. Passenger Impact area Level 9. Exchanging messages by app Many users questioned the efficiency of the app for message exchange. They claim that the message takes too much time to arrive and that sometimes the message is not delivered to the recipient. Another problem mentioned is the inconsistency of information between app and website, alleging that read messages and notifications are not the same on both platforms, making the user check whether you really got a new notification or if it is some old notification. Another point of attention, but not necessarily a problem is the communication between a person who is using the app and a person using the website. It can be frustrating for those using the app because this person expect the same agility in response that this he/she had to send the message by the fact of being using a mobile device and imagine that the other person is also available at all times. The expectation is a person on the other side of the with similar characteristics, also because some people know only the app, and some just the website. /6747 Usability / Experience Severe Impact area Level Usability / Experience Severe
  49. 49. Occurrence TALK TO DRIVER Passenger 11. Use phone (calling, Whatsapp, SMS) The telephone is the preferred means to exchange information and messages. Just after finding a ride the first contact is often done through messages sent by Tripda, but as time passes and the travel date approaches they keep in touch by means they judge more efficient and is through this mean that they talk until the time of travel. This is done because of the low efficiency of app and website perception they have to exchange messages via Tripda, but mainly because these other means are already inserted in their daily life. Suggestion: In spite of passengers use an alternative means to communicate with the passengers, we did not understand this as a serious problem because it does not interfere with their relationship with Tripda. They will leave Tripda in a phase of the process to communicate and will return in another phase of the process . The step of finding a seat, confidence in the driver, the details of the trip and evaluations are made in the Tripda system, so we recommend explore and improve the steps in which Tripda is essential for the passenger and allow them to freely choose how to communicate with the driver. Impact area Experience Level Moderate /6748 10. Receive no answer When a passenger does not receive a response soon he/she disregards that driver. It happens because he/she has a limited time to get a ride. To minimize the failure to receive a reply he/she sends messages and requests to various drivers and combines with whom respond more quickly and feel more security. Impact area Experience Level Severe
  50. 50. Occurrence TALK TO DRIVER Passenger Usability / Experience Moderate 12. Setting meeting point and landing 13. Does not keep frequent contact with the driver The meeting points are always set by the driver, it is up to the passenger to ask questions or ask for small deviations. It often happens that the notice does not contain the exact points of embarkation and disembarkation or the passenger did not find this information in the interface because each driver described the notice in a different way, and for this reason passengers need to contact take off doubts and confirm the ride. Passengers and drivers keep in touch only at the time of combining, confirmation, one day before the trip to see if any problem occurred and the day of the meeting. Between the time of confirmation and the day before the trip there is no communication between the two parties. It is not necessarily a problem. Impact area Impact area Experience Level Level - /6749
  51. 51. 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, passen- gers 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 experi- ence flow. Occurrences CONFIRM THE RIDE bad
  52. 52. Occurrence CONFIRM THE RIDE Passenger 15. Confirmation via Tripda website Only confirmation via Tripda website is not enough to trust that the ride is in fact confirmed by both parties. Both the passenger and the driver feel the need to talk at sometime before the trip to really confirm if it is all right for the trip performing. This happens due to lack of confidence and security because both need to feel confident that they will be able to accomplish their goals, and this is why many give preference to drivers they already know. Impact area Experience Level Light /6751 14. Confirmation of driver or passenger Not only passenger sends a confirmation to the driver but he/she also needs to wait for a positive return of the driver. This is due to the fact the driver select passengers or the fact that the notice still disclose seats, but the trip is already full once the driver received confirmations of other passengers by other means. When it happens that the passenger send a request for a ride disclosed and receive answer that it is already full, it is frustrating and not all passengers perfectly understand the reason and bother with the effort spent on something that should not be disclosed. Impact area Usability / Experience Level Severe
  53. 53. Occurrence CONFIRM THE RIDE Passenger /6752 16. Confirmation by phone or message (Whatsapp ou SMS). Due to the fact of establish contact via other means than Tripda message system, it is natural that passenger confirm their presence to the driver through the same means of which choose to stay in touch. Thus passenger hardly returns to Tripda system to perform their confirmation. Thus the seats noticed by the driver remains open, but in practice it is already filled. It is not necessarily a problem. Impact area Usability / Experience Level -
  54. 54. 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. Occurrences CANCEL THE RIDE very bad
  55. 55. Occurrence CANCEL THE RIDE 17. Cancellation of ride by driver When a driver cancels a ride the passenger is informed via the system or by the driver through some means of communication outside Tripda. Depending on the advance, the passenger search for a new ride via Tripda or uses Facebook, but when there is too small time, he/she usually postpones trip or uses public transportation. Passenger Impact area Level Severe Severe 18. Cancellation of ride by passenger When a passenger cancels a ride the procedure is the same as if he/she confirms. They use the means of which made contact and passenger hardly returns to the website to cancel their seat in the system. Impact area Level /6754 Experience Experience
  56. 56. 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. Occurrences MEET THE DRIVER bad
  57. 57. Occurrence MEET THE DRIVER 19. Excessive number of people to travel Some passengers have faced the frustrating situation to exist more people to travel than the car can carry. This is because the driver receive confirmations by different means, passengers do not update the system and the driver losing control of those really confirmed or not to the ride he/she is offering. When it happens, the driver is the one to be blamed but frustration is generated for all involved. Passenger Impact area Level 20. Use the app to confirm information At the moment of finding the driver, Tripda is shortly used. It is often necessary when the passenger is in urgent need of some information about the driver, wether it is the phone to inform he/she will be late, vehicle data to be able to find it at the meeting point or even the name and face of the driver to facilitate their identification. The problem this point is that often the application does not work very well, plus it does not display all information and messages available through the website. Impact area Usability / Experience Level Light /6756 SevereExperience
  58. 58. The trip is a stage that Tripda has no influence and those involved do not re- ally expect any interaction or intervention by Tripda this time. No user mentioned feeling uncomfortable to travel with a stranger, this feel- ing is present only in the first trips.Occurrences TRAVEL very good
  59. 59. Occurrence TRAVEL 21. Traveling with strangers Both moderate passengers as the advanced level of passengers claimed that they were uncomfortable with the idea of traveling with strangers only in the beginning when they were still in their first trips, but soon got used. Today there is greater caution because anyone can register at Tripda, so sometimes they get more or less afraid when the driver shows some strange behavior during the trip, but never worry before. It is not necessarily a problem. Passenger Experience Impact area Experience Level - 22. Take few safety measures 23. They do not consult the app during the trip Few passengers claimed to take some security measure, some send the license plate or the phone and the driver name for a relative but this is not common and even those who have the habit of doing, will not make it on every trip they perform. It is not necessarily a problem. At no time during the trip there is a need for the use of Tripda app. It is not necessarily a problem. Impact area Impact area Experience Level Level - - /6758
  60. 60. Passengers are comfortable with the current payment process, some small improvements can minimize minor discomforts occurred due to lack of pas- senger 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. Occurrences PAYMENT good
  61. 61. Occurrence PAYMENT Passenger /6760 24. Mistrust with online payment The method of payment online at first sight seems to be something beneficial because they do not need to withdraw or worrying about money exchanged. However, reflecting on the matter, all of them are concerned about waives, wether it is a waive from the passenger or from the driver . Another point that showed concern is the need to make this payment in advance so that the driver could see and what would be this lead time. When thinking about this possibility they are afraid to see themselves more likely to frauds and scams by the drivers and because they can not imagine how indeed would be this process and what complexity this would impose to their routine. Suggestion: Passenger money is the link between him/her and the driver. While he/she is with the money, he/she knows that the driver will appear since the driver needs this money. Being with the money is a sense of security. From the moment that it is taken out of the passenger their fear will increase. Besides this sense of security there is the habit changing factor and adding complexity to the task. For these reasons, we suggest a deeper reflection on the impact of this implementation for the passenger and the driver, and how it can be implemented in less aggressive form, because we do not believe that users are mature enough for a change of this nature. Impact area Usability / Experience Level Severe
  62. 62. Occurrence PAYMENT Passenger /6761 26. Payment made during the trip Payment is made during the trip when it is approaching the destination. Only some intermediate level of passengers say they perform the payment upon arrival. Another situation that occurs often are passengers pay at the toll or at the time of gasoline supply, but this only when requested by the driver. These situations did not appear to be uncomfortable for either party involved. It is not necessarily a problem. Impact area Experience Level - 25. Absence of clearer information if they need to take change The passenger would like to know the preference of the driver on how to receive, as when a driver owning “Sem Parar” or will not need to stop for gas requires that the passenger has the exact money to pay, the driver has the possibility to give change to passengers. This type of information favors both parties and avoids embarrassing situations. “(...) most do not have non-stop, so when I give the money at the time of toll it feels really collaborate and not paying for the ride.” Impact area Level ModerateUsability / Experience
  63. 63. Landing is a smooth process for the passenger. All information 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 devi- ation or an alternative way that may favor the his/her anticipated landing. No occurence was observed or reported. Occurrences LANDING very good
  64. 64. 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 pas- sengers are not very motivated to do. Advanced passengers see the importance of this and also because they ac- cess more frequently Tripda system, they perform more evaluation. Moder- ate passengers perform less because they do not have motivation to return to Tripda system only to carry out this evaluation. Occurrences EVALUATE THE DRIVER bad
  65. 65. Occurrence EVALUATE THE DRIVER Passenger 27. Obligation to describe a comment Usually the motivation to make an evaluation arises when passenger has something bad to say about the driver, otherwise he/she makes the evaluation only because he/ she knows the importance of evaluations. Thus, many passengers claim not have a description for writing about a driver and believe that the evaluation only through scale should be enough (evaluation 1-5 stars). The written text field should be optional for those who have something relevant to say about the driver. Impact area Usability Level Light 28. Repeated request to evaluate the same person Some passengers take rides with the same drivers for more than once since they have similar routines. The system prompts the passenger (and vice versa) to make an evaluation of the driver at every trip, but in the user understanding it should evaluate the person which offers the ride and their habits and not individually evaluate each trip made. For this reason, they do not perform a second evaluation for a person and excessive requests to perform this activity bothers. Impact area Experience Level Moderate /6764
  66. 66. MAJOR ISSUES .1 Phone display - Driver .2 Sorting by date and time - Passenger .3 Replacing passenger - Driver .4 Recurrent ride - Driver .5 Exchanging messages by app - Passenger .6 Cancellation of ride by driver - Passenger .7 Cancellation of ride by passenger - Passenger .8 Confirmation by phone or message (Whatsapp or SMS) - Driver .9 Repeated request of evaluate the same person - Passenger .10 Stopping Points vs Price per passenger - Driver /6765
  67. 67. NEW USERS People who knew the service through an indication from anoth- er person or visiting the website understand the purpose of the service and the procedure required to get a ride. What differen- tiates them from users who already use the service is the ampli- tude of the service and the context from which they imagine us- ing a ride. While active users use the service to travel between cities, new users imagine using both travel between cities and travel and routes within the city, like going to college or return from an evening party. Some interviewees believed in the possi- bility of finding a ride immediately, similar to taxi services. All of them believe in the success of the service and claim to be willing to try and use it, either as a passenger or as a driver. /6666
  68. 68. THANK YOU