Women-Women Rides on Rapido Platform

UX case study By Navya

Disclaimer: This work presented in this case study was not in collaboration with Rapido. it's solely a personal project.

Concept

Improving bike experience for women to reduce drop-off rates. Also Identifying ways for more women participation as captains which will provide a seamless and comfortable ride for both riders and captains, ultimately driving business growth through increased daily active users and retention rates.

I started with a storyboarding exercise
The user opens the app, ready to book a taxi for her evening outing.
Opting for a convenient ride, she selects a bike taxi from Rapido
the driver arrived, the girl feels anxious to get on ride with a male captain
she decides to cancel the ride, seeking the comfort and familiarity of a nearby local taxi driver to continue her relaxed journey

Research

As a part of my primary research, I conducted surveys and user interviews to understand better the user demand. Below are some of the questions I asked

  • When does this problem arise? In which situations?
  • Did you have a bad experience in a ride before?
  • How are you tackling the situation now?
  • Do you feel motivated to engage in the platform if there is a gender selection-based feature?
  • What are the reasons why females are not choosing to be captains?

Here are a few statements my users said

I mean sitting behind a stranger man ugh.....I would never do if I was a woman- Vishal

I usually make sure to have a friend on my phone while I'm riding with a male stranger. It just gives me some peace of mind - Amulya

Insights

  • Providing a gender-based selection feature so that users can choose whom they want to travel with
  • Provide an option for LGBTQ+ or users who don't conform their gender
  • Restrict the options for males so that they don't misuse it
  • Providing the solution with easy filter options
  • Inform users about the saved changes

Exploratory research

Then I came up with a basic design flow within the design constraints of the platform and ran a few experiments with the users. I discovered a few use cases that need to be solved

1. What if there are no captains after you select? How can you remove the confusion of the wait time?

2. What if the user is a male and wants to book for a female friend? How can you provide a solution to this situation?

UseCases

1. What if there are no captains after you select? how can you remove the confusion of the wait time?

Highlighting the area where the preferred captains are present
Provide the number of captains present in the area before booking the ride

By this, the user is informed about the available captains present in the areas before booking a bike service

2. What if the user is a male and wants to book for a female friend? How can you provide a solution to this situation?

Iteration 1- To confirm a person's gender, provide an option to use government-issued identification documents such as an Aadhar card or driver's license.

Limitations of this design- The user may not always have government documents on hand, which can be problematic in emergencies.

Iteration 2- Some third-party services use algorithms and data analysis to determine the gender of individuals for verification.

Limitations of this design- This iteration requires testing, but I couldn't complete it due to time constraints.

he use of gender information should be handled with sensitivity and in compliance with relevant data protection regulations.

Iteration 3- Self Declaration

3. Why do I think this might work?

Users can self-identify gender and agree to legal consequences for misuse. (Any misuse or fraudulent requests may result in the suspension or permanent removal of the account)

This feature will rely on trust and cater to users who value options promoting inclusivity.

Platforms should prioritize user consent and adhere to data protection regulations. Failure to do so may lead to non-compliance with legal and regulatory consequences

Interesting! Find out the process behind it

Defining problem statements and objectives

Customer (user 1) problem statement:

Concerned about safety when booking bike taxis. Researching to identify behavioral patterns and ideate effective solutions that can be communicated to users.

END GOAL-

1. Help the business improve {reduce drop-off rates and increase in Daily Active Users (DAU)}

2. Help the users in an efficient way {by gender-based selection feature}

Captains (user 2) problem statement:

More women are willing to be Rapido captains due to the change in the job market. However, some feel uncomfortable riding with male strangers. Can you suggest solutions to help female captains select their riders with ease?

The Trigger -

Due to the layoffs and the current IT market

SOLUTIONS :

To address this challenge, I have crafted a potential solution that aims to enhance user satisfaction and drive business growth.

- Empowering User Choice: I created a gender preference filter to give users control over choices.

-Promotes inclusivity by highlighting the availability of female drivers in the area.

-Users can select them before booking a ride, or we suggest them as an option. 

-Captains can also select their preferred gender range of customers, ensuring the comfort and freedom of both drivers and riders. 

These features can attract users who appreciate having these options and lead to higher satisfaction, recommendations, and business growth.

Let me show you the present design and my assumptions based on it

Whenever a new feature is added to the app, it is first showcased on the home screen to emphasize its functionality. This approach provides a clear understanding of how the feature can be incorporated within the design limitations of the app before adding it to the menu section.n.

FINAL SOLUTION

Let me show you how I designed to solve this problem. To test this prototype click the link below Check Here

a) Highlighting the area where the preferred drivers are present

b) Providing number of captains present in the area before booking the ride

A Contextual Label suggests as an option when requesting a ride

I created a Gender Based Selection Filter, featuring options that specifically aimed at choosing whom the user wants to travel with

To implement this feature, the feature will only be applicable for female riders, aligning with the core vision of the concept

After conducting user interviews, I found that offering an option to book for a female friend, along with a self-declaration, can be beneficial in some cases and result in higher engagement.

self-identify their gender to continue and use the feature (conditions apply )

Terms & conditions

What if there are no drivers after you select? how can you remove the confusion of the wait time?

To improve the user experience, I added a (CTA) on the last loading screen that allows users to switch between available captains instead of canceling the ride and returning to the previous screen. This feature aims to streamline the process and give users more flexibility in selecting their preferred driver, thereby saving time and reducing frustration."

Set 2 user (CAPTAINS)

The improvements I made with the set 2 users i.e captains.

  • Provide a simple CTA for female captains to choose women-only rides or update their gender preferences from the same screen.
  • I proposed adding a feature for users to select their preferred customer range and personalize their options for specific preferences, which will update automatically.

To test this prototype click the link below check here

That's a wrap. Thank you

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