Guided First Trip
Guided First Trip
The Challenge - 2015
In the dynamic landscape of China, Uber encountered a distinctive obstacle. With the integration of ZYJ — an advanced background check system that expedited the traditionally days-long process to mere minutes — the driver onboarding became impressively efficient. However, this efficiency ushered in an unforeseen complication. A surge of low-intent drivers, now rapidly activated, found themselves navigating the intricacies of the driver app, often without sufficient orientation or training. Faced with the daunting prospect of their inaugural passenger pickup, a significant number opted to abandon the platform. Consequently, the transition from activation to the inaugural trip, and from the first to the fiftieth trip, marked the steepest attrition rates in the Chinese market.
This challenge laid the foundation for a series of strategic projects and experiments, all laser-focused on a singular goal: ensuring every activated driver confidently completes their 50th trip. For a deeper dive into the journey from the initial trip to the milestone 50th, please refer to the 'F50 Checklist'.
Role
Serving as the Design Lead for Uber China Growth's Driver Engagement team, I collaborated closely with a diverse set of professionals. This included a Product Manager, a specialized Chinese Content Strategist, the operations team stationed in China, and the Allocation and Map team at Uber's global headquarters.
process
Engagements began with comprehensive discussions alongside regional leaders, culminating in a collaborative brainstorming session at Uber's global headquarters.
In partnership with the Allocation and Map team, I delved deep into the driver's initial app interface to truly comprehend their inaugural experience. Our aim was clear: mitigate the learning curve and enhance their onboarding journey.
How might we design a first time experience that helps new drivers(China) easily accomplish their first trip with Uber.
Result
To ensure newly onboarded drivers didn't feel overwhelmed, we crafted a structured introductory experience for their initial journey. This guided initiation encompassed:
An instructive carousel that methodically outlined the app's functionalities, ensuring drivers had a clear understanding of its features.
Real-time demand notifications tailored to their specific locale. By leveraging historical data amassed in China, these notifications provided insights, guiding drivers on whether to remain in their current location or venture to more demand-rich areas.
In select cities, our operational teams further enhanced engagement by offering monetary incentives to drivers who successfully completed their maiden trip within a specified timeframe.
