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
ven diagram
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
inisght solution dont seem connected
quick snap exp screens and wires
tell me more about ixdesign deciosns
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.
make these sing more ends in a wimper
where is app now
we measured it and it worked
not clear this is sequential
