ABOUT PROJECT
The Drivers Cooperative is a driver-owned ride-sharing company launched in 2020 in New York City. I joined a consulting project for 6 months to improve the Coop Drive app for drivers.
Background
Relying on external partnerships for revenue while actively recruiting drivers
The Drivers Coop is in its early stages of growth, relying on partnerships like Access-A-Ride to provide income to drivers. However, they faced challenges in recruiting and engaging drivers due to skepticism and unfamiliarity with the pre-booking system.
Challenge
How can we identify drop-off points and increase active users?
Project Timeline
My team decided to understand holistic user journey and narrow it down to detailed design solutions
We needed to understand why drivers were dropping off after signing up and find ways to boost engagement, especially in preparation for the next version of the driver-facing app.
user testing & observations
We conducted user testing and observation at the office with new users focused on the onboarding process
Signing up requires multiple document approvals, and drivers are frustrated by unclear instructions on the app
The one-on-one support approach through office hours is inefficient to provide enough onboarding guide to drivers
INTERVIEWs
We interviewed 8 active drivers categorized in 3 groups to understand the holistic user journey
synthesis
Synthesized data with affinity diagram
We gathered data from the user testing, office hours observation, and interview. Once we gathered the data, we moved on to identifying recurring themes through pattern finding. We clustered the insights to reveal consistent patterns around driver behaviors, coop experiences, and communication challenges.
highlights
New users struggle with going through steps for uploading documents
Active users are confused with pre-booking trip model from external partnerships
journey map
After we mapped out the holistic driver journey and identified opportunities in each stage, we categorized design suggestions into 3 groups to incorporate them effectively.
User flow
Narrowed down the scope of the project to 2 features
We discovered the two drop-off points for each New and Active Driver. Due to a limited timeline, we focused on redesigning the Account Setup and Claim Trips screens.
Design goal 1
Increase visual affordances in Account Setup to decrease drop-off rate
Account setup cases
Listed up the status cases by task process
Among the information required during Account Setup, Drivers Licenses need to be approved after users upload them, and it can take up to 36 hours. It's important to show each status clearly through visual elements.
Account setup Components
Redesigned components for clearer document upload process
I redesigned buttons for uploading documents by limiting colors to emphasize the Action Button and to show important status. Also, I created information messages to clearly communicate the current status to the users.
Account setup Final design
Integrated gamification elements to make the process more engaging and increase user retention
We added a progress bar and checklist to provide a clear sense of progress, along with a welcoming header to create a sense of achievement.
Design goal 2
Enhance user flow of Scheduled Jobs to increase driver activity
ScheDuled jobs user flow
Streamlined user flow to reduce cognitive load and enhance interactions
We streamlined the user interface by consolidating the 'Trips' and 'Shifts' tabs into a single 'Requests' tab. This reduction from three tabs to two reduces cognitive load, making it easier for users to navigate and understand the purpose of each tab.
ScheDuled jobs COMPONENTS
Simplified job layout to emphasize partnerships
With The Driver Coop’s job supply heavily reliant on external partnerships, we redesigned the Scheduled Jobs layout to clearly distinguish these partnership-based opportunities.
SCHEDULED JOBS Final design
Optimized interface for clear job access and partnership engagement
The simplified tab structure and clear Partnership Labels make it easy for drivers to identify job types, while the prominent registration banner encourages them to explore partnership opportunities.
Suggested metrics
Since testing opportunities were limited, we propose specific metrics for future evaluation. For the Account Setup flow, metrics like retention rate and completion time would help measure usability improvements. For Scheduled Jobs, job claim and partnership registration rates would gauge the effectiveness of highlighting partnership opportunities.
