SMART

NEW USER ONBOARDING

BY ATHARV KULKARNI
 User Experience &
Business Details User Journey User Sentiment Map Improvements
User Persona
SMART MOBILITY

About BluSmart
Overview : BluSmart is an Indian all-electric ride-hailing mobility service that was founded in 2019. It is headquartered in Gurugram,
India, and it operates in Delhi NCR and Bengaluru. BluSmart offers a variety of services, including scheduled rides, hourly rentals,
and airport transfers. It is committed to providing sustainable and affordable transportation options to its users.

Busiess Target (Problem Statement) : New User on boarding

Vision : BluSmart aims to transform Indian cities by providing affordable, sustainable, and intelligent electric mobility.

Competition : The competition of BLUsmart includes other ride hailing and ride sharing.

Direct Competitors Other Competitors

BLUsmart USP : The primary value proposition of the platform is that it owns/manages its own vehicles and recruits taxi drivers to
operate them. In addition, they have a significant emphasis on fuel, emissions, and sustainable transportation. They also do not
charge demand-based surcharges for their services.
 User Experience &
Business Details User Journey User Sentiment Map Improvements
User Persona
SMART MOBILITY

Key Stats

$250M ₹29Cr $75M 3200 Cabs 1M+

Valuation Revenue FY 22 Total Funding in Delhi (Highest in Downloads
EV Competition)

Key Takeaways : The positive reviews:

Highest amount of funding amongst direct competitors
Claimed to become profitable by Aug 23
To add 40,000+ cabs in next 18 months

Business Model : The primary source of revenue for

BLUsmart is through cab rides payments, and the
secondary source is through advertising on the platform.

The Negative reviews:

User Experience and Reviews
Extensive research and survey was conducted with people
of various age groups and using the service myself as well
gave an in-depth understanding about the user.

https://www.moneycontrol.com/news/business/ev-ride-hailing-startup-blusmart-raises-42-million-from-bp-others-10525611.html
https://www.financialexpress.com/business/express-mobility-blusmart-aims-to-turn-profitable-by-2023-end-2938277/
https://theprint.in/business/electric-cabs-are-taking-over-delhis-roads-with-15-fold-surge-in-registrations-in-5-years/1479029/
 User Experience &
Business Details User Journey User Sentiment Map Improvements
User Persona
SMART MOBILITY

User Experience and Reviews

Survey: Positive key pointers Survey: Negative key pointers
The cabs are well cleaned. No on-the spot booking option.
The staff is very professional. No flexibility of time if slots are full.
The cab reaches the location before time No Cash option on new account creation.
Waiting charge is applied only after ordertime No option to reschedule once the ride has been alloted.
The rides are very comfortable. No location change option.
Can be booked in advance.

Targeted User Persona User Persona Map

Prasad Deshpande Other travel options:
Male, Age 32, lives in Delhi-NCR, works at a top software firm
Books a cab Cab driver
and has to commute 30Km everyday to reach his office. at surge price due
Cab is
cancels the
Delayed
delayed travel
to demand ride
"Taxi companies allows me to commute between two
locations. Although at times I get frustrated from the varying
fares, delayed cabs, cancellations etc. I just want reliable BluSmart
fares and on time rides."
Driver welcomes
Pain Point: He had to commute 30 Km through public Reserves Cab is on On time
the user in clean
transport or through taxies which charge very high. a Cab location on time travel
& comfy cab
Goals and Needs : Wants to commute at specific time at a
reasonable & reliable cost and comfort.
Business & User
User Persona User Journey User Sentiment Map Improvements
Details
SMART MOBILITY

User Journey

Onboarding is considered to be 1st ride booking

Business & User
User Persona User Journey User Sentiment Map Improvements
Details
SMART MOBILITY

User Journey

n
paym ent upo
Instant
booking
 User Experience & User
Business Details User Journey Improvements
User Persona Sentiment Map
SMART MOBILITY

New User Journey Sentiment Map

Initial Add Money to Ride confirmed & Money Ride arrived to

Flow
User

Create Account Book First ride Confirm Ride

Descriptions Wallet Deducted travel completion

Use Phone no. / Add money to Driver details

Enter A to B Ride confirmed
Tasks of

Truecaller Go through Recheck details Blu Wallet or provided 20 min

address Wallet money deducted
user

Phone no. + initial Select payment use PayTM earlier

Ride reserve Worried about the
Email ID descriptions option wallet Commute from A
time money
compulsory Pre-payment to B.

Puzzled Intrigued and Excited Excited Annoyed Annoyed and Scared Very Happy
Sentiments

(No G-account Happy (1st trail of EV (1st trail of EV (No cash on (Money deducted)(No (Great experience)
(Reason)

option) (Nice approach) cabs) cabs) completion option information on moneyback (Very comfy ride and
on 1st ride ) on cancellation) professional staff)
Flow
 User Experience & User
Business Details User Journey Improvements
User Persona Sentiment Map
SMART MOBILITY

Improvements in Onboarding Allowing UPI payments on first ride

Allowing UPI payments on first ride Through market & user research it was understood that
New Discount method on first ride BluSmart restricts Cash/UPI on new user's first ride.
Allowing small shift in schedules (+-15min) independent The possible reasons: To reduce frauds and cap over-
of slots charging by drivers.
Improving SEO on PlayStore & AppStore Taking this motive ahead, solutions shall be:

Primary Approach: Allow for UPI payments on 1st ride.

Precautionary Approach: Allow for credit/debit cards
payments in case of UPI payment failure.
Tertiary change: Deduct wallet money post ride
completion. Freeze the amount instead of deduction.

This approach was taken instead of wallet money return as

BluSmart possess a "Closed Wallet" hence paying back to
bank account through wallet is not possible.

Allow UPI Payment option here

Targeted Improvement: Reduce churn of new users due to
Show in Wallet
State: refunded upon
fear of trapping money will be capped through this.
cancellation
Reason for targeting: User research with IIT Delhi students
and others showed that BluSmart users have this issue and
prefer other platforms, even if they may cost more.
1st Ride payment Money deducted
options upon booking
 User Experience & User
Business Details User Journey Improvements
User Persona Sentiment Map
SMART MOBILITY

New Discount method on first rides

BluSmart charges by distance, unlike other ride-hailing
platforms. BluSmart joins the Ola/Uber price-shopping
battle. Research shows that people compare prices all the
time. BluSmart has sometimes higher and sometimes lower
prices comparatively.
Possible reason: Fixed prices and fixed promotion discounts.
Effect on customer: New customer drops off in
comparatively higher price scenario.
Perception of BluSmart being pricier than competition.
Primary solution approach: Tracking Ola's and Uber's
lowest prices on similar rides paths to offer discounts for
cheapest ride. And to achieve BluSmart's fixed prices
moto, this discount will be path-specific with fixed
discounts on a path to achieve cheapest prices.

This approach was taken rather than developing price

tracking systems because our goal is to always be the
cheapest and not to give custom discounts everytime.

Targeted Improvements: New customer churn reduction by

Cheaper on BluSmart
providing them cheapest prices for the first ride to establish
trust. Later, the prices will be brought back to current pricing
model and discount strategy.
Reason for improvement: The churn of customer due to
prices and perception will be capped and trust will be
achieved. 2nd ride onwards, we can get back to our original
strategy.
Pricier on BluSmart
 User Experience & User
Business Details User Journey Improvements
User Persona Sentiment Map
SMART MOBILITY

Allowing small shifting in cab schedules Improving (ASO) App-Store Optimization

independent of slots BluSmart was only found on app stores when searching for
It was found that BluSmart only allows shift in timings its own name. BluSmart was not found among searches for
through slot changes. It doesn't allow timing change upon direct competitors or even Ola/Uber.
allotment of drivers.
Possible reason: fixed working & driving hours of drivers.
Effect on customer: Has to wait for extra time upon change
of plan/forced to pay extra on waiting charge. Solutions:
Primary approach: Allowing +-15min of rescheduling on 3
rides per month independent of slot availability.
Precautionary approach: Allowing nominal charged
rescheduling (eg: Rs30-40) beyond 3 rides.

This approach was taken considering the operational

constraints of BluSmart as well as the user's requirements.

Targeted Improvements: Churn reduction due to minor

reschedules in their travel plan.
Reason for improvement: Flight delays, preponing of events
& miss-entered time may require reschedules.
This will contribute to comfort & flexibility for users. This will
be competitive approach for ride-hailing platforms. IOS App-Store
 User Experience & User
Business Details User Journey Improvements
User Persona Sentiment Map
SMART MOBILITY

Improving (ASO) App-Store Optimization

ASO is highly crucial as app downloads drive new users

through higher discoverability of app.
Effect on customer: The consumer is unable to see the app
while searching for ride-hailing platforms and hence
BluSmart is losing on potential users. Solutions would be:
Primary approach: Running ad campaigns on app-stores
for higher visibility of the apps.
Precautionary approach: Optimization of app
descriptions, keywords (IOS) and other contents.

This approach was taken considering the operational

constraints of BluSmart as well as the user's requirements.

Targeted Improvements: Increasing discoverability of the

app and driving more users to join the platform.
Reason for improvement: Lower visibility of the app leads to
loss of potential customers.

Google PlayStore
 THANK YOU

SMART

NEW USER ONBOARDING

BY ATHARV KULKARNI