Service Design
Subscription Based Ride Booking Service
The Daily Commute
The current commuting options
In the bustling urban cities of India, daily commuting is an essential yet chaotic part of life for many working individuals. For many, public transport might be a first choice, but during peak hours, crowded buses and trains make it a challenging option.
Hence, many riders turn to the current cab hailing services that work on demand, seeking a convenient and flexible way to travel. But the high demand for cabs in such hours often makes these services inconvenient.
Ride hailing services like Uber, Ola etc. provide users with instant on demand access to cabs through a mobile app. Riders can request their ride, get matched with a nearby driver in real time. These services cater to the need of convenience, users who need immediate transport. However, some issues like wait times and driver availability can impact the overall experience.
Breaking Down the customer experience of Uber
Primary Research
Uber operates as an on-demand ride-hailing service that connects passengers with drivers via a mobile app. The platform uses real-time location tracking and dynamic pricing to match users with nearby available drivers.
To analyse the gaps in Uber’s service, we conducted Interviews with Uber Drivers, Customer surveys and noted observations.
Key Questions we asked Drivers were :
Key questions we asked customers:
“How often do you struggle to get rides, especially during non-peak hours?”
“On average, how long do you wait for a ride during peak and non-peak hours?”
“Would you like the option to book the same driver regularly?”
“Do you prefer booking rides on demand or scheduling in advance?”
“What are the biggest challenges you face while using ride-hailing services?”
“Do you reach out to customers for personal rides outside of apps? If yes, how often?”
“Would a pre-scheduled system be more beneficial for you?”
“How stable is your income with an on-demand ride service?”
Interviews
He sometimes waited 30-40 minutes before getting another ride.
He often got ride requests from far-away locations, meaning he had to drive 5-10 km without earning anything before picking up the passenger.
Cab Driver
Cab Driver
Cab Driver
Cab Driver
Commuter
Commuter
Commuter
Commuter
Many customers cancel rides last minute, which wastes his time and fuel.
Sometimes, after deducting fuel costs and commissions, he feels like he is barely making a profit.
Unavailability of cabs during peak hours causes distress, as she wants to reach work on time.
Uses Ola Uber everyday to commute to work for internship.
Prefers using Uber, Ola and other cab hailing options over public transport due to safety concerns.
Would like to have a flexible yet reliable cab service option, that caters to her needs.
Often gets late because of unavailability of cabs or high prices or last minute cancellations.
Uses Ola Uber everyday to commute to college.
Would prefer a scheduled ride everyday that arrives at her doorstep instead of worrying everyday.
Works for cityline, Which is a fixed ride service company.
Has 2 fixed pick-ups and drops in one day, which gives him a fixed monthly income.
Felt that the ride allocation system favors new drivers over experienced ones to retain them on the platform.
Thinks Ola is better than Uber because it has a subscription model
Ola and Uber take a significant commission from each ride, making it hard for him to earn a stable income.
Sometimes travels to work from different locations, hence needs availability of cabs in those locations without hassle.
Unreliable Availability
77.8% report long wait times, and 87.5% struggle with last-minute cancellations.
Need for Familiarity
77.8% prefer regular drivers for trust and comfort.
Preference for Pre-Booked Rides
66.7% want fixed schedules over on-demand rides
Transparent & Fixed Pricing
77.8% want predictable fares without surge pricing.
Flexible Scheduling & Subscription Models
55.6% desire adaptable ride plans and easy payments.
Customer Survey Insights
Key Customer Challenges
Key Challenges for Drivers
High Costs and Unpredictable Pricing
Inconsistent Ride Availability
Long wait times for ride bookings.
Uncertainty about driver ratings or vehicle conditions.
Drivers face inconsistent income due to fluctuating demand and commission cuts by platforms.
High operational costs such as fuel and maintenance reduce net earnings.
Unfair Rating Systems
Significant waiting periods between rides, leading to wasted time and reduced productivity.
How can we create a more structured, predictable ride-hailing experience that benefits both customers and drivers?
Ideations
Ideation Phase
Customer’s POV
A Day in the Life of a Subscription Commuter: Ananya’s Journey
Driver’s POV
A Day in the Life of a Subscription Driver: Raj’s Journey
How it works
VIA
Supporting App UI
See your upcoming ride details of the day on your home page.
your get points worth the amount you subscribed to, so you can track the usage.
UI for Drivers
Commuter Profiles to start accepting rides
See all your rides in one go.
