Snapp – Anoosha Niki

Discover the convenience of Snapp, Iran’s premier ride-hailing service.

Snapp seamlessly connects users with reliable transportation, offering a range of services from quick point-to-point rides to scheduled trips.

Case Study

Improving Ride Availability Transparency for Snapp Users channel

What is the problem?

Users are experiencing difficulties in accurately estimating the availability of rides, which results in longer wait times, missed appointments, and general inconvenience.

The app’s current ride availability indicators are often inaccurate or inconsistent with actual ride availability, causing user frustration and a suboptimal ride-hailing experience.

Who is having this problem?

This issue impacts diverse Snapp users, such as commuters, travelers, business professionals, and those with time-sensitive commitments.

Users who depend on Snapp for prompt transportation, especially during peak hours or in high-demand areas, are more prone to facing this challenge.

Goals

Enhancing user satisfaction, reduce wait times, and deliver a more reliable ride-hailing experience.

Step 1: Research

After extensive discussions with the product manager, it became evident that the risk is also high, primarily because inaccurate ride availability could significantly impact user satisfaction and trust, leading to potential loss of users and market share.
Also problem clarity is low, so there is a clear need for a comprehensive investigation, as we currently lack a full understanding of how to effectively address this complex issue.
This further emphasizes the necessity to pursue a research-heavy approach.
It means conducting an in-depth and thorough investigation into the problem. This involves collecting and analyzing a large amount of data through various methods like user interviews, surveys, usability testing, and market analysis.

Step 2: Interview

At this stage, we proceed to conduct interviews with 17 number of potential customers to understand how we can effectively address the identified challenges.

After conducting interviews, I transcribed the key points mentioned by participants and organised them into distinct groups based on common themes.

Painpoints

After conducting interviews with users, I realised that the main sources of frustration are:

Inaccurate Wait Times: Users are frustrated by the unreliable estimated driver arrival times.

Driver Cancellations: Long waits followed by cancellations cause delays and frustration.

“I Want to Pay More” Option: Users often choose this option, increasing costs and dissatisfaction.

Step 3: Integrated User Insights

I combined insights from user interviews with data analysis and app analytics to gain a comprehensive understanding of the issues.

According to our analytics, I discovered that 25% of our users opt for the ‘I wanna pay more’ option, indicating a significant demand for faster service despite the higher cost.

Furthermore, during peak hours, 21% of drivers cancel their trips due to traffic, exacerbating user frustration and delays.

Step 4: User Journey

Persona

Name: Ali 

Occupation: Business Professional 

Age: 32 

Needs: Reliable and timely transportation, especially during peak hours for work meetings. 

Pain Point: Often has to cancel and rebook rides due to drivers not accepting the trip, leading to delays.

Solution

After consolidating all the insights, I transformed them into actionable ideas and potential solutions.

1- Ideation: Brainstorm and gather all potential ideas or features.

2- MoSCoW Prioritization: Categorize ideas using the MoSCoW model to determine their criticality.

3- Impact-Effort Matrix: Evaluate each idea’s impact and the effort required, placing them in the corresponding quadrant of the matrix.

Solution

For users who regularly commute on specific routes at set times, or those who need to be punctual for important appointments, I’ve designed a feature that allows them to reserve their trip in advance.

This ensures that a driver is booked and ready to pick them up exactly when they need it, providing peace of mind and reliability.

Implementation

User Flow

I have initiated the user flow design process. This involves mapping out the step-by-step journey that users will undertake when utilizing the ability to reserve a car for a specific date and time, either individually or with the option to add multiple users along the route to reach the destination.

Wireframe (low-fid)

At this stage, I’ll proceed with A/B testing between two different designs to evaluate which position of the Reservation feature is more intuitive and easier for users to interact with.

A/B Testing

Next, I conducted A/B testing with users to determine which placement of the Reservation feature was easier to notice and interact with. The results showed that while 32% preferred the feature in the menu, 68% preferred it after selecting their location.

Iteration

Based on testing, we decided to implement the feature both in the menu and next to the ‘Request Snapp’ button. After user testing, the feedback was overwhelmingly positive, indicating high satisfaction with the feature’s accessibility.