User Research
Case Study: RAPIDO
Driver (Captain) Earnings Experience
Transforming the Bike Taxi Driver Earnings Experience on the Rapido App. Uncovered insights addressing trust, technical issues, and localisation challenges. Conducted in 4 distinctly different cities in India.
DURATION:
3 Months
SKILLS:
Stakeholder Interviews, Participatory Design, Remote Testing, Research Planning and execution, Leading Teams, Presentations to Stakeholders
TEAM:
I led the project in the Rapido User Experience Research Team


Overview:
Using reports from customer service within Rapido as a starting point, we discovered that taxi drivers struggled to understand their payout structures. They were unclear about what they were being paid for, how payments reflected time or distance, and the reasons behind penalties.
I led this project and drafted a research plan. With a team of multiple researchers and field managers, we aimed to identify the root causes of these issues and develop improvements. We found that ambiguity around pay negatively impacted driver morale and eroded the trust Rapido aimed to build with its bike taxi drivers—many of whom relied on the service to supplement their income.
Research Approach:
1. Design critiques of the Rapido Rate-card that outined payment parameters to the drivers
2. Analysis of Driver Support complaints and requests in the past
3. Competitor research to benchmark industry best practices.
4. Qualitative interviews with drivers across four culturally distinct cities in India.
5. Participatory design activities with the drivers to create a simpler, clearer rate-card
The collected data was analyzed using various methods, including affinity mapping. Insights from the research informed prototypes and strategic recommendations for a redesigned rate-card.
Insights and findings were presented to the company, including upper management and the CEO, influencing key business decisions.
The research also uncovered other unrelated issues that were taken up by the design and research teams for further improvement of experiences and were woven into the business strategies for the upcoming quarters.
NOTE: The details of this project cannot be published on this website.
However, I am open to discussing my work and findings.