Business and User Goals | Mysite

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Design Blog

Welcome to my UX design blog, where I will delve into intriguing insights and present compelling examples that will enrich your understanding of user experience!

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Generative AI - Ride Hailing App

I set out to create a ride-hailing app like Uber and Ola, using generative AI to speed up the process. From designing user experiences to writing user stories, AI helped me take the first steps quickly. What usually takes months of hard work got a strong and early boost, showing how powerful GenAI can be in product development.

Product Management

Business and User Goals

Research & Discovery

MVP Prioritization

BUSINESS GOALS AND USER GOALS

A successful ride-hailing app must balance business objectives (profitability, scalability, efficiency) with user needs (ease of use, reliability, safety). Let’s dive deep into each goal, what to do, what to avoid, and how to gather this information from stakeholders.

Business Goals

Business goals define how the app should function to be profitable, sustainable, and scalable while ensuring high-quality service.

Provide a Seamless Ride-Booking Experience
- What to Do
  - Ensure a simple and fast booking process with minimal input from users.
  - Implement real-time GPS tracking for ride location accuracy.
  - Optimize the app’s performance for both low-end and high-end smartphones.
- What Not to Do
  - Don’t overcomplicate the UI with too many options on the main screen.
  - Avoid excessive ads or promotions that interfere with booking.

How to Collect This Information

Conduct competitor benchmarking (analyzing Uber, Ola, Bolt, etc.).
Interview potential users to understand frustrations with existing apps.
Gather insights from software developers on app performance challenges.

Ensure Reliable Driver-Rider Matching
- What to Do
  - Develop an efficient matching algorithm that minimizes wait time.
  - Implement a fair driver assignment system that optimizes earnings and availability.
  - Use AI to predict demand and position drivers strategically.
- What Not to Do
  - Avoid prioritizing drivers based solely on surge pricing (can lead to unfair earnings).
  - Don’t allow drivers to cancel too frequently without penalties.

How to Collect This Information

Conduct focus groups with experienced ride-hailing drivers.
Analyze competitor pricing models and driver incentives.
Use data analytics to study demand fluctuations in different areas.

Optimize Pricing and Payment Methods
- What to Do
  - Offer multiple payment options (cash, card, UPI, wallets, etc.).
  - Implement a transparent fare calculation system.
  - Provide fare estimates before ride confirmation.
- What Not to Do
  - Don’t add hidden fees that surprise users.
  - Avoid pricing strategies that excessively favor surge pricing.

How to Collect This Information

Study competitor pricing strategies.
Conduct surveys to understand payment preferences.
Work with finance teams to determine cost structures.

Maximize Driver Earnings and Retention
- What to Do
  - Offer driver incentives, such as bonuses for completing a set number of rides.
  - Provide transparent earnings reports and easy withdrawal options.
  - Create a support system for driver concerns (accidents, disputes, etc.).
- What Not to Do
  - Avoid high commission cuts that make driving unsustainable.
  - Don’t penalize drivers without a fair review process.

How to Collect This Information

Interview drivers from Uber, Ola, and other services.
Analyze driver churn rate (how many drivers leave the platform).
Partner with driver unions or associations to understand challenges.

User Goals (Passenger and Driver Perspective): User goals ensure that both riders and drivers have a frictionless, satisfying experience while using the app.

Riders: Quick and Convenient Ride-Booking
- What to Do
  - Enable a one-tap ride-booking process with pre-saved locations.
  - Offer estimated time of arrival (ETA) and price before confirmation.
  - Provide ride options (standard, premium, pool, rentals).
- What Not to Do
  - Don’t require too much manual input (e.g., manual address entry every time).
  - Avoid delays in ride assignment due to inefficient algorithms.

How to Collect This Information

Conduct usability testing with potential riders.
Analyze user behavior in competitor apps.
Review app store feedback for existing ride-hailing services.

Riders: Safety and Trust
- What to Do
  - Implement live ride tracking with SOS features.
  - Allow sharing of ride details with family or friends.
  - Provide verified driver profiles with ratings and feedback.
- What Not to Do
  - Don’t overlook background verification for drivers.
  - Avoid a slow or difficult complaint resolution process.

How to Collect This Information

Conduct safety workshops with users.
Analyse legal regulations regarding ride safety.
Interview users on their safety concerns.

Drivers: Fair Earnings and Job Security
- What to Do
  - Provide drivers with clear breakdowns of their earnings per ride.
  - Offer surge pricing during peak hours to maximize their income.
  - Ensure drivers get fair ride distribution without bias.
- What Not to Do
  - Avoid unclear commission policies that frustrate drivers.
  - Don’t allow riders to unfairly manipulate ratings.

How to Collect This Information

Survey drivers from multiple platforms.
Track driver churn rates and reasons for leaving.
Consult legal experts on driver rights.

Drivers: Simple Navigation and Support
- What to Do
  - Integrate Google Maps and other reliable navigation tools.
  - Provide real-time traffic updates and best route suggestions.
  - Ensure quick support for accidents or ride disputes.
- What Not to Do
  - Avoid cluttered driver dashboards that confuse users.
  - Don’t make complaint resolution a lengthy process.

How to Collect This Information

Conduct field studies where drivers use a test app.
Interview drivers to understand common navigation issues.
Study competitor complaints regarding map accuracy.

How to Gather Business and User Goals from Stakeholders
- Business Stakeholders (Investors, Founders, Product Owners)
  - Workshops & Meetings: Conduct strategy sessions to define priorities.
  - Market Research Reports: Analyze industry trends and business models.
  - Financial Projections: Evaluate cost structures and revenue models.
- Users (Riders & Drivers)
  - Surveys & Focus Groups: Gather pain points and feature requests.
  - User Testing: Observe real-time interactions with a prototype.
  - App Store Reviews & Social Media: Analyze user sentiment toward competitors.

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