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Rapido Product

Teardown.
Improve Number of Auto Bookings

Siddhesh Dumbre

sdumbre07@gmail.com
Process.
A General Overview

User Journey Mapping

Problem identification

Customer Persona

Solution Mapping

Solutions

Success Metrics
Prioritisation
A General Overview.
About Rapido Competitors

Rapido is an online bike taxi aggregator,based out of

Bangalore, India. The company was founded in 2015 in

Bangalore. It operates in more than95 cities across the

country. The company’s 1.5 million captains (driver-

partners) serve more than 15 million registered customers

with their services, accumulating well over 50 million rides

and a total of over 250 million kilometers.

Target Group

Problem statement
People living in Urban area. Age group between 18-28 Years old.

Users constantly switch between Uber, Ola, and Rapido

while booking an auto, and finalizing the booking which

Assumptions
provides the perfect combination of price and expected

time of arrival at their doorstep

There are no budget constraints

Android app was considered during the User Journey

Journey Flows.
User Journey

Opens Rapido app Enters Destination Checks for the Price

Checks for any

and time of arrival offers available

Leaves the app for

checking prices on

Does not get better offer Ola and Uber

Books a rapido ride

Gets better price Time of arrival is less

Driver is taking too
Driver cancels

long for arrival the ride

User Leaves the app

User Leaves the app
 User Personas.
Demographics Rajat is a 21 YO engineering student
from Pune. He belongs from middle
class family. He is a tech savvy
Does not find affordable travel
Painpoints option
Hates the experience of ride
cancelled by the drivers
Goal Travels by bike daily to save money
Dimpl is 27 YO HR of a company from
Gurgaon. She is from Upper Middle class
family. Uses Auto daily for office
Always in hurry, so faces difficulty
of more arrival tim
During office hours drivers
allotment takes tim
Hates rides cancelled by drivers
Daily office travel by Auto
Rohit is a 40 YO Rapido Captain.
Driving Auto from 4 year now.
Language known: Hindi
Rewards are not highe
No cancellation is not rewarde
Not able to earn more because of
rise in petrol prices, etc
Increase earning in order to support
his family
 Problem identification.
Prices on the app should be less then Gamification: Motivating a
Users check for prices on all user to take a ride even if
the 3 apps the competitors
prices are 10-15 rs higher

Alloting a driver is taking a AI recomendations of Hotspot regions,

lot of time during rush hours during particular time of the day

Got to know about the drop Drop Location is Either Long/

location & Mode of Payment Short for the driver & need a
Problem: Users Cash payment
on call
constantly switch
between Ola, Uber and Ride cancelled by the driver
Allow drivers to change the
Rapido Due to heavy traffic on that
route before the start of the
route
ride

External Factors Not in our scope

Option to change the driver or Giving

Driver took lot of time to
Cashback as inconvenience fees
arrive
Problem identification.
Painpoints

If the Drop Location is far Won’t be getting a return ride

Defining a Captain score

Drop Location is Either Long/ based on Efforts, Rides
Short for the driver Completed during rush hours
Long Pickup and Short drop & Rides Cancelled

If the Drop Location is Short Fare is too Low

Option for a specific payment

Need A Cash Payment mode (It will affect badly on
Captain score)

Taking the payment by user’s

convenience mode will
increase their captain score
 Solutions Gamification-Rewards for each Ride
Rewards for each ride: Users will get fixed 100 Points for

each ride above Rs 100, and after completing 600 Points

user can get 1 ride for free

Value proposition

User Side: It will motivate users to taka a ride from rapido

just to complete a streak to get a reward

Rapido: It will keep a user retained and improve LTV of

customers

Visible directly on the

Homescreen, So that it will Approach
motivate users for taking

the next ride for that one free

Motivates the user ride We will have a 7 Rides streak where if
by telling just 4 the user completes 6 rides above Rs
more rides Yellow color represents rides 100. then they will be awarded 600
remaining for the
completed by user
points (100 for each ride)

free ride Grey represents rides to be

completed for one free ride. User can claim the reward of 1 free
ride Upto Rs 50. after 600 points

4 More rides for a Free ride

Output
Increase in Rides taken by users because of a rewards +
decrease in switching between apps
Solutions Gamification-Rewards for each Ride
Showing Points the user has
already gained and adding a
copy of persuading user to
take more rides for the
remaning points to claim the
reward
0 Free Rides
CTA so that user can directly
book a ride from here
H ow it work section clears
the competition by showing
the rules to participate to get
rewards
Get your Free Ride
Your Rewards
Keep Collecting points to earn
Free Rides!!
Your Points Your Rewards
200
Need 400 More Points
for Free Ride
Users can claim rewards only
Book to earn Points Redeem
after gaining 600 points
How it works
1 Order= 100 Points
Earn 100 Points on every Order of Rs 100 or above.
600 Points= FREE Ride
Redeem A Free Ride Upto Rs 50 on completing the goal.
FAQ’s
FAQs related to the rewards
What is this Program?
program to clear all the users
doubts
Do I need to pay anything while redeeming?
Solutions 2. Hotspot regions (For Captains app)
About Hotspot regions: These are regions where rapido

gets a lot of demand from the users for a particular

amount of time, it could be near offices, stations, public
places, etc

Need: It will reduce the number of users leaving off

the platform because of not getting a driver alloted
during rush hours. From Captain side it will help them
to earn more by contributing in rush hours
Captains will get to know
hotspot regions near them
visually

Approach

Address of the Hotspot Based on the data that the platform already has, it can
region along with the timing make use of that to suggest drivers for the hotspot
regions near them.

Also it can suggest the amount which the captain can

earn more by contributing in those regions during that
timezone.

Motivating captains by
Hotspot region at Police park is from
showing earnings you can
8:00-10:00 PM
Increase your earnings by Rs 500 in Hotspot regions earn from the hotspot regions

Output
Improved Rush hour captain availability, thus improved Customer experience
Solutions 3. Captaincy Score (For Captains app)
Your Captaincy Score About Captaincy Score: This score will rewards captains

for their good work. Captains can redeem their points in Cash
every week

1340 Points Points will be visible here.

Along with Redeem button
Need: It will reduce the number of rides cancelled by the drivers +
They will be motivated for taking longer pickups + More contribution
CTA during rush hours, thereby improving the customer experience
Redeem in Cash
You can redeem in 3 days

Points can be redeemed

Longer rides
every week Calculating Captaincy Score
It will be based on
Efforts (No. of extra Kms travelled by captain for ride pickup
Ride Cancellations( Not cancelling a ride needs to be rewarded
Pie chart showing the Time slots (Contributing in rush hours will be rewarded)
contributions of captains in
Rides cancellation
each segment, so that it will
be completely transparent for
Efforts in rush hour them

Rides Cancelled in last 4 days

Working
You have not cancelled any ride from past 4 days!
It will be based on
Wonderful Job Captain, You will be rewarded for this! No. of extra Kms travelled by captain for ride pickups this week is 45 for 40 rides, Will
Information regarding their get 45*2=90 Score for effort [1
Ride cancellation is zero for 40 rides will get 40*2=80 score for ride cancellation [2
No of Extra KM’s travelled for pickup
rides cancelled, Extra Kms Rush hours = No of rides * 50 Eg: 10*50=500 [3]

You have travelled 45 extra kms for 40 rides!

travelled for pickup, No of
rides done during ruh hours Total Captaincy Score= [1] + [2] + [3]= 90 + 80 + 500=670 score

No of Rides in Rush Hours

Rewards= CS*2=670*2=1340 Rs

10 Rides Done in Rush hours till now

Output
Reduced Ride cancellation + Increase in Longer rides + Improved Rush hour availability
Solutions 4. Other recommendations
Data based rides allocation Schedule a ride

Rides should be alloted to any driver Currently we cannot schedule a ride

based on his past ride in rapid

The algorithm should allot shorter Users can schedule a ride 15 minutes
ride for the captain who has done a to 30 days in advanc
longer ride recentl

The Scheduled Rides feature allows

If a particular driver always takes you to select a 10 minute pickup
short rides then allot short rides to window for a driver to come pick you
him and viceversa up.

Value proposition: This will reduce the

Value proposition: Many users
rides cancellations, thereby improving schedule a ride and rapido cannot miss
the user experience on these users
Journey Flows.
Final User Journey

Opens Rapido app Enters Destination Checks for the Price

Checks for any

and time of arrival offers available

Leaves the app for

checking prices on

Does not get better offer Ola and Uber

Gets 10-15 Rs lesser

Time of arrival is less

Books a rapido ride price for a ride by 2 mins

Driver won’t take

Driver avoids to cancel

too long because

the ride because it will
Still tries to book a ride

of aware about the

effect his captaincy
from rapido because of

hotspot regions score the reward of one

free ride

User takes Rapido User takes Rapido

Prioritisation.
Feature Reach Impact Confidence Effort Total Score

Gamification 9 8 80% 7 8.22

Hotspot regions 8 7 70% 5 7.84

Captaincy score 9 8 75% 7 7.71

Schedule a Ride 7 5 60% 7 3

Success Metrics.

# users redeeming free

Gamification # rewards claimed by
rides Captaincy Score
captains

# captains increase in
Hotspot region
Hotspot regions Schedule a ride # users scheduling a ride
# captains available in
rush hours