'The wise taxi driver'

We should adapt and take the good things

about Uber to Taxis.
PERSONALITY

43 yo
5 years of experience
Middle class
Lives in Essendon
Works in the city
Taxi as a second job
TECHNOLOGY

OBSERVER
TOLERANT
PRACTICAL

ANALYTIC

FLEXIBLE

RESERVED
QUIET

RISK TAKER
LOGICAL

Openness
Neuroticism

APPS

D E V I C E S & P L AT F O R M S

Fluent

Entertainment
Social
Food
Education
Finances

SOCIAL
NETWORKS

APPS

Begginer

SOFTWARE

Average

IT &INTERNET

Advanced

REFERENTS & INFLUENCES

MUST DOES

MUST NEVER

Deliver a great costumer service. How

the passenger is treated is a key to
loyalty.
Optimise the ratio between trips/work
hours.

Lose passenger when already booked.

Have lack of communication.
Obsolete equipment.
Wait long periods between trips.

Updated Technology. GPS with updated

route
Rating system. Allows quantitative
evaluation of the service.
Allow great communication passenger
<-> driver.

S E E K & VA L U E

Minimise costs
Be safe

Frequecy

Clear communication with passenger

Optimise time

EXPERIENCE GOALS
Taxi
Uber

Participation

'The taxi unbeliever'

Let's go out and have a glass of wine? :)
PERSONALITY

29 yo
Works in admin
Middle class
Lives in Northcote
Works in the area

EMPATHETIC
POPULAR

RESPONSIBLE

SENSITIVE
WARM

PEOPLE-FOCUS

SOCIABLE

Openness
Neuroticism

TECHNOLOGY

APPS

D E V I C E S & P L AT F O R M S

Fluent

Social
Photo
Food
Fitness

SOCIAL
NETWORKS

APPS

Begginer

SOFTWARE

Average

IT &INTERNET

Advanced

REFERENTS & INFLUENCES

MUST DOES

MUST NEVER

Great service and communication

Be rude

Offer fare rates

Not available

Transparency of the rides

Surge rates

Offer safety. Specially being a woman

alone at night.

Refuse to do a ride. Because of its

destination

S E E K & VA L U E

Transparency

Be safe

Frequecy

Fare rates
Good costumer service

EXPERIENCE GOALS
Taxi
Uber

Participation