UX Research: Decreasing cancellation rate and retaining customer loyalty.
UX Research and strategy
Objectives
Find out what causes drivers to cancel short trips.
Develop and validate hypothesis solutions
Project duration: 1 month
My role: Lead UX designer, researcher
Impact on the organization
Observe and Interview users in their environment.
As I observed GoJek scooter taxi drivers navigating the bustling Indonesian traffic, it became clear that their attention is constantly in flux due to the chaotic environment and physical demands of driving. Distractions like conversations with peers and family video calls are common, posing safety risks and impacting service quality. To address this, systems like Autobit incentivize drivers with performance metrics, helping them stay focused.
Research questions:
I have applied a funnel technique, starting from the broad questions, like "How did you become a driver", to more detailed: "How to cancel the trip in a way that will save your points?"
Solving problem: HMW wrokshop
Workshop outcomes
The problem needs to be addressed to both drivers and passengers.
For the drivers:
For passengers:
(!) Improve the Autobit system (needs more exploration)