Mobile App for GroundLink Drivers

Building a mobile dispatch platform to achieve business objectives.

Who is GroundLink

GroundLink is a technology-enabled car service that caters to corporate clientele through its On-Time guarantee and ability to book in advance.

 
The Problems

· Customer demand for rides not being met, despite having idle drivers.

· Complaints that drivers are waiting too  long for jobs

· Increased driver error & late pickups.

The Solution
 · A driver app with features that makes GroundLink more       
 desirable to drivers and address internal inefficiencies.
 · A driver heatmap that automates communication of where drivers should go in order to meet customer demand

User & stakeholder interviews, user & competitor personas, business process mapping, surveys, statistical analysis, competitive analysis.

Methods
My Role

· Managed Project from concept to Launch.

· Managed product roadmap post-launch

· Defined app UX: for creation of wireframes and executing user-research.

· Managed Product Roadmap post-launch.

· Visual Design by Ognjen Lopusina .

Why We Built an App

Research Overview

Which Drivers are Best for GroundLink?

At the outset of the project, we established that drivers were our customers just as much as our paying passengers were, and we needed a product to attract those drivers.

However, not all customers are created equal; of the various drivers types that GroundLink employed, we determined which aligned best with the preferences of our customers and the strategic goals of the company itself. 

The first step was to determine the driver types most valuable to GroundLink.

Our solution would be desigined to appeal to that driver type.

We interviewed full time drivers to better understand their preferences.

How Can GroundLink Appeal to Full Time Drivers?

Conducting interviews with drivers and with fleet managers of other companies helped us create personas of each of our driver types.

We focused on the desires of full time drivers as they were most valuable.

From the interview data we created personas

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Identifying Market Opportunities to Outperform the Competition

By creating competitive personas of major players in the market, accomplished through speaking with drivers that worked for multiple companies, we identified what appealed best to full time drivers.

Our analysis compared the strengths of out competitors to the desires of each persona.

Automated Mobile Dispatch

App for Full Time Drivers 

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While the main need was dispatch automation, the app was a platform for operational improvements across the organization.

what is manual vs auto
maunal vs automated process diagram
key flow here with screens
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quick snap exp screens and wires
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GPS Flow Chart

Upcoming Jobs Screen

Job Detail Screen

Update Status for Dispatch

Live Chat with Dispatch

The Design Process

  INSIGHT  

Drivers Aren't Waiting Where           

Customers Need Them The Most

We examined wait per working time, earnings per hour, number of active drivers and number of jobs.

Analysis revealed that the Year-over-year there were more drivers doing less jobs – yet customers often could not find a car. This suggested that we had underutilized drivers that we needed to direct to areas of demand. A temporal analysis of demand confirmed our hypothesis.

The Heat map allowed dispatch to automate the process of directing drivers to where jobs were needed by combining predictive and just-in-time data.

Analysis revealed that despite more doing less jobs, customers were unable to find rides.

  INSIGHT  SOLUTION  

Driver-Customer HeatMap

We examined wait per working time, earnings per hour, number of active drivers and number of jobs.

Analysis revealed that the Year-over-year there were more drivers doing less jobs – yet customers often could not find a car. This suggested that we had underutilized drivers that we needed to direct to areas of demand. A temporal analysis of demand confirmed our hypothesis.

A heatmap directed drivers to customers in need of service while providing drivers with more income.

Process Overview

  INSIGHT  

Offline Drivers Cause Late Arrivals

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Poor GPS tracking caused late arrivals, which flew in the face of GroundLink's On-Time guarantee.

Previous study showed. This suggested we needed easy access to on-off duty without a log out feature. This way they background app refresh behavior during off duty could be controlled. The overall design aimed at preventing accidental loss of tracking included:

· Exclusion of log-out feature   · Visual and Audio alert for GPS failure   · Persistent on/off duty status  · Automated warnings to customer service.

Improved GPS tracking reduced the effort of predicting and preventing late arrivals.

Alert + Working Status

  INSIGHT  SOLUTION  

Results & Outcomes

Drivers as Our Customers

Through the process of this and that wet tested and put drivers at the center. The result was an app that did  not get in their way and fit their needsEndantur resto cum, se ne id quiae pore consequi doloreptam velis dipienist, aut offic to od modipsam, ut ad et, odipicatur. Eceris et latendam dolupta.Endantur resto cum, se ne id quiae pore consequi 

The company reorganized around the principle of adapting to drivers' needs rather than forcing drivers to meet ours.

Increased Fleet Size, Improved Retention

Previous study showed. This suggested we needed easy access to on-off duty without a log out feature. This way they background app refresh behavior during off duty could be controlled.

Lowest Service Failure Rate in 5 Years

Previous study showed. This suggested we needed easy access to on-off duty without a log out feature. This way they background app refresh behavior during off duty could be controlled.

No Disruption to Business

Through a staged a rollout including a plot program with 20 drivers, we were able to catch technical issues and hard to find usability problems before they disrupted the business's primary source of revenue.

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