Reducing Long Ride Cancellations
Client: Rapido | 2020 | UX, UI
This project was done for India's biggest Bike Taxi service provider Rapido. We observed high cancellation rates in food delivery on long rides.
Identifying underlying pain
We interviewed 3 delivery partners with their Rapido app experience ranging from 4 months to 3 years. We found following decision influencers for them before accepting or cancelling a ride.
Fuel Prices: Are the earnings covering fuel prices which are already high and would there be any left over money as profit.
Money: How much money can be earned with the order.
Time: Total approximate time to complete an order.
Distance: Total distance from going to restaurant and delivering it to the destination.
Drop point: Is the demand at drop point high or low? Will the delivery partner find another order to return.
Mapping the Journey
On mapping out data and comparing the data from PM, we realised there are 2 places where the drop has been happening.
Older Designs
The existing designs lacked Earnings, Time taken to complete ride as well as drop point information with respect to demand.
Brainstorming Ideas
We had few ideas around how to solve for the 5 major decision influencers, but had to narrow them down due to some constraints like no inclusion of fuel prices as a determinant in pricing model which I believe is a major problem in long run and other tech constraints.
Therefore we narrowed down these ideas based on Impact vs Effort methodology.
So current earning had 2 components Base Pay + Incentives
But there was no visibility of that extra incentive Rapido has been pushing out for long rides, therefore we wanted to push the incentive bit more upfront.
Using the power of Free
From consumer buying behaviour mostly at super markets and shops, we knew that some anchoring words like “Free, Extra, Discount, Bonus” catch attention of user and it is a general consumer behaviour to get attracted to words like this.
Rebranding Long Rides
Another reason to use anchoring words was to Rebrand Long Rides in the minds of delivery partners. Previously, long rides were associated with distance among delivery partners, but with adding word “Extra” we wanted to make them associate Money with Long rides rather than distance. Furthermore any usage of long distance ride were replaced with Extra Earning Rides.
Hence for normal rides approximate earning will be displayed as “₹ 40” and for longer ones where added incentives were present, it would show up as “₹ 40 + 25 Extra”
Results
Observed over a period of a month these minor changes reduced cancellations in
Extra Earning Rides by 15% 🤩
