Improving

Booking
Experience of
Quick Ride
By Yoyo Mak

linkedin.com/in/maktinyiu

maktinyiu.career@gmail.com
About Quick Ride
● Found in 2015, Quick Ride is a platform that provides real-time services for car/bike pooling and taxi hailing /pooling
● With 4.5 mn+ users on the platform which have collectively shared 40 mn+ rides together, Quick Ride is coveted as cheaper than Ola and Uber
● 65% of their users actually come from referrals
● Revenue source: 6% commission from car pooling

Features

Static matching Route Matching % Point System Group Chat Route Group
Confirm the rider list and route Show % of route overlapping to Points as the transaction Communicate with users on Create / Enter route group
before start riding (instead of ensure time-efficiency currency. 1 point = 1 rupee the same ride with members ride on
adding a rider on the go) similar routes

Recurring and Automatic
Ride Matching
Set recurring ride request/offer
and matching preferences (e.g.,
route matching %, time) for
automatic match
Favourite
Bookmark the drivers / riders
and check their latest ride
timing
User Profile (carpooling only)
Show the hobbies, skills,
organizations and reviews etc.
Onboarding Reward
Program (Rider Only)
Users are awarded discounts
for the first 4 rides
respectively in 30 days
Referral program
Get get up to Rs. 25,000
worth points reward for
referrals. There 5 levels of
rewards divided by no. of
referrals
How it Works
Carpooling
Rider

Create ride Join a ride Check-in Review

Set start / end point, time, Select a suitable route when enter the car Rate the driver
and no. of seats

View ride offer Ride coordination Checkout Rebook

See a list of carpool routes Communicate w/ driver and When leave the car and Schedule recurring ride
with route matching rate rider in group chat if necessary pay with points w/ same requirements
and driver information

Driver

Create ride Invite rider Start ride Review

Set start / end point, time, Send invite to the when begins the ride Rate the rider
no. of seats and charge ride request

View ride request Ride coordination End ride Reride

See a list of carpool request Communicate w/ riders in When finishes the ride Schedule recurring ride
with route matching rate group chat if necessary and get ride report offer w/ same requirements
Market Overview
Market Trend Drives to Adopt Shared Ride
1. Revenue in the Shared Rides market is projected to reach
US$18,030.000m in 2023 and achieve US$19,560.000m by 2027, with a
CAGR of 2.06%
2. The number of users is expected to amount to 313.700m users by 2027
3. User penetration is projected to be 18.6% in 2023 and 21.2% by 2027
Revenue (in million USD)
1. Cost-effective
2. Convenient
3. Supportive initiatives by Government
a. restrict maximum commission on ride fares
b. cap the the % increase of the base fare price in peak hours
c. regulations on drivers’ safety and rights
d. regulation on cancellation fee maximum
4. Desire for networking
5. Increasing Green-consciousness

Competitors

Average Revenue Per User (in USD) Competitive Edges

1. Economical up to 4-5 times cheaper than competitors

2. Security verified users only; For carpool driver, verify by organization email
3. Networking befriend with people w/ diverse professional backgrounds
4. Riding Preferences ride with people from same gender / organization
5. Better Coordination group chat with riders/drivers on the same-route
Persona

Car Owner Professional Driver Office Worker Short Trip Traveler

Traits ● Office worker ● Experienced driver ● Budget-conscious ● Budget-conscious
● Value cost-saving and environmental ● Customer-service oriented ● Have regular transport schedule ● Live in different cities from home
impact ● Values income generation ● Open to meeting new people ● Solo travel
● Tech savvy ● Familiar with ride-hailing apps ● Tech-savvy and comfortable using apps

Needs/Thoughts ● Want to save on fuel and toll expenses ● Seeks to maximize income by filling up ● Save time for daily commute ● Need inter-city rides to home or travel to
● Seeks companionship during the the vehicle’s capacity ● Seek cost-effective alternatives to public nearby cities during holidays
commute ● Interested in maintaining a positive transportation ● Save time and money on short intercity
● Interested in contributing to a greener reviews and ratings to bring more riders trips
environment ● Convenient, affordable and reliable
transportation

Behaviours ● Offers rides during daily commute
● Sets preferences for pickup/drop-off
points and time
● Rates passengers based on punctuality
and behavior
● Values communication and coordination
with riders
● Set preferences for passenger profiles
● Adheres to schedule and punctuality
● Maintains cleanliness and safety
standards of his vehicles
● Maximize income through filling up seats
and no. of orders
● Searches for available rides that highly
match route and timing
● Book rides in advance and values
punctuality of the driver and riders
● Desire to rematch with a good driver and
riders automatically
● Actively searches for carpooling options
● Prioritizes flexible departure and arrival
timings
● Ride requests are usually one-off /
without a regular pattern

Pain Points ● Concerned about safety and reliability of ● Platform commission reduces income
passengers e.g., late ● Concerned about passenger behavior
● Frustrated by last-minute cancellations or and punctuality
no-shows ● Frustrated by last-minute cancellations or
no-shows
● Car vacancy (i.e. income / order)
● Frustrated by late driver / rider and ● Frustrated by late driver / rider and
last-minute cancel last-minute cancel
● Can’t rematch reliable and punctual ● Safety and comfort concerns
drivers / riders
Problem X-ray
Problem
Return users have seen a decline MoM because majority of car poolers make a pact outside Quick Ride to share their vehicle

Possible Reasons & Persona Involved

Driver - Car Owner / Professional Driver Rider - Office Worker
1. More income 1. Lower price
Avoid platform commission and ensure seats are full to maximise Avoid platform commission
income
2. Time-efficient
2. Time-efficient Save time for matching
Drive with regular riders to reduce time for matching
3. Reliability
3. Reliability Research found knowing the riders psychologically makes
Ensure re-ride with reliable and punctual riders carpooling easier, safe and comfortable. Through a riding pact, one
can ensure re-ride with familiar riders
Product Strategy
Target
● Scope: intra-city ride
● Persona: car owner, professional driver and officer worker

Area Strategy Existing strategy and gaps Tactics

Income/ Price Monetary Unstainable incentive program Continuous Incentives via Mission Center
(Pain) incentives and Incentive program only covers only the onboarding period. No continuous incentives Tailored long-term / seasonal / one-time missions by user segments (defined based on their
diverse offers to to fuel both drivers and riders to motivate them riding with the platform. traits and activities on platform).
Reward points will be the incentives, so users must redeem from platform (for drivers) / use
attract both
in next transactions (for riders).
drivers and riders
to stay at the Unattractive Offers Bring in Merchants for diverse offers
platform Quick Ride partner with different business e.g., job seeking platform (that focuses on Partner with merchants from diverse industries and sizes to offer exclusive offers e.g., ride
delivery jobs), payment tool and hostel etc. The perks are irrelevant to many users’ subsidy / exclusive discount to Quick Ride carpoolers. Customize a dynamic list of
daily life. merchants from various industries based on users’ ride patterns / routes. Helping users
save not only on transportation

Reliability and Enable users to Can’t auto-match favorite drivers/ riders Optimized Matching Process
Efficiency re-ride with Though users can set recurring ride requests/offers and bookmark riders/drivers, the Allow riders to rate other riders also. Make re-riding with drivers / riders they like easier e.g.,
(Pain) familiar faces two features are not linked. highlight good-rating ex-carpoolers in list of ride requests/ offers; automatic route match
that prioritize re-riding with good rating carpoolers
In the major user flow - booking / offering a ride, users are unable to check which
rides contain the favourite driver /rider. They’re also unable to set up recurring ride
that prioritizes riding with their preferred drivers / riders.

Acquisition B2B partnership Focus on users with less lifetime value Establishing B2B partnerships to cultivate a loyal user base
(Opportunity) for acquisition of Existing users are price-sensitive, if there are ways to increase their (driver)
user groups with income/reduce their (rider) cost, they will inevitably leave the platform (like creating Employee Perks: partner with companies to subsidize carpooling as a cost-effective
high stickiness a pact out of the platform). Meanwhile, the platform neglects the organizational solution to employee benefits and workplace engagement initiative. In return, carpool
partners, who have stable and diverse demand on transportation riders and drivers (the staff) will have long-term usage at Quick Ride

Example 1 - Enterprise Expense Control:assist businesses in controlling transportation expenses by providing

Their staff need to take transport for daily commute and business
Example 2 - Organization that has regular transportation demand e.g., Elderly
Care Center / Elderly Home
They need to transportation for their service users
affordable rides and implementing route tracking to prevent claim abuse. This ensures a
steady stream of riders committed to the platform.
Efficient Transportation Solution: enable organizations to flexibly arrange budget-friendly
rides for their service users with auto-route-planning solutions and simplify billing, It
ensures a consistent flow of ride requests for Quick Ride
Success Metrics
Northstar Metric Tactics Tactic Metrics

Ride Transaction Revenue

Incentives More Efficient & Reliable Matching Process B2B Partnership

Ride Rating
Retention Rate User Lifetime Value NPS Monthly Active Users
(Driver and Rider)

Retention Rate
Monthly Active Users Repeat Transaction Rate Repeat Transaction Rate
(Driver and Rider)

Average Transaction Revenue

Tactic 1A - Mission Center
Target Persona Carowner, Professional Driver, Rider Feature List
Tactic Metrics Retention rate - MoM Backend - Mission Configuration Portal
User lifetime value - QoQ
Active users - MoM App - Mission Center

Feature Metrics Mission completion rate - MoM

How it works - Mission Type Examples

Mission Type Description Purpose

Times Encourage users to complete a certain number of rides within a User activation (existing)
specific time frame e.g., onboarding period - 1st month; in a e.g., get reward for the 1st ride in 15 days for new user
marketing campaign period
User re-activation
e.g., pay with code attached in user re-activation email. Get reward for complete 3
rides within 15 days of receiving the email
Energy Saver Reward users for achieving a level of emission saved User retention
Streak Offer increasing rewards for users who complete rides Increase user lifetime value
consecutively for a certain number of days
Route Rides to specific locations frequently /new areas/
landmarks/less-frequented location
Rating Maintain a high average rating in a given period User retention [by increase reliability (when implement Tactic 2]
Loyalty Achieve a certain number of loyal riders who choose the users as
their preferred driver / rider
Tactic 1A - Mission Center
Backend - Mission Configuration Portal
Operation Team can set up Total Reward
Budget to control the expense on
incentives
App - Mission Center
Mission Center will be added to the
side menu of the app. Popup will
show when a new mission releases
and lead user to this page

Mission will be effective for a given

period.

User will see the mission, mission

effective period and description on
how to accomplish the mission,
rewards

After selecting Mission Type, the

corresponding fulfilment criteria shows

Show which user segments the mission will

be applicable to.
Tactic 1B - Bring in Merchants for diverse offers
Target Persona Carowner, Rider Feature List
Backend - Offer Configuration Portal
Repeat Transaction Rate
Tactic Metrics App - Offer Page
Active users - MoM
App - Offer Banner in Ride Matched Page - Rider
Feature Metrics Merchant offer usage rate - MoM App - Offer Banner in Ride Completion Page - Rider & Driver

How it works

Merchant Type Examples Offer Type Examples

1. Gyms / sport centers 1. In-store transaction offers to Quick Ride users who transacted on the
2. Restaurants platform in last week / month
3. Beauty (e.g., salons; facial care; massage)
4. Landmarks (cooperate with malls / tourism board) 2. Subsidise carpool rides (= platform commission fully / partially shouldered
by merchants)
a. Method
i. subsidise next ride
ii. subsidise ride to the store
b. Benefits for users
i. for driver: more income
ii. for rider: cheaper ride
Tactic 1B - Bring in Merchants for diverse offers
App - Offer Page Offer Banner in Ride Future Iteration - Home Page Revamp
Matched Page - Rider for showing deals (Ref. Uber)
Enter from “My Offer” on the
side menu, users will see a
page full of offers. On the top,
merchants can make
advertisements of their
marketing campaign

Curated list of merchants and

deals based on users’ transport
patterns and frequently visit
areas

Curated list of
offers for both
riders and
carpool drivers
Full list of deals for users to Based on users’ when they enter
explore. When Quick Ride destination, show the app
acquire sufficient merchants, the deals nearby
users can filter deals by while they’re waiting
merchant type and location to get on the ride.

Time limit can be applied to the Similar banner will

deal to create urge to users also be shown on
the ride completion
page for rider and
carpool driver as a
stimulation for them
to plan for the next
ride
Tactic 2 - Optimized Matching Process
Target Persona Carowner, Rider Feature List

Tactic Metrics NPS - MoM, YoY
Repeat Transaction Rate - MoM, QoQ, YoY
Driver’s avg. rating to co-rider - MoM, QoQ
Rider’s avg. rating to (1) co-rider (2) driver - MoM, QoQ
App - Rider Rating App - Match Request Setting - Rating Priority
App - Ride Offer List - Add rating tag App - Automatch Request Setting - Rating
Priority
App - Rider Request List - Add rating tag

How it works

Rider and Driver Rating
● Rate co-rider and driver from 1 to 5
● Consider rating at 4-5 as “good rating”
Manual Match Flow Optimization
After users submit a ride request / offer, on
the list of potential rides (request/offer), show
a tag “re-ride with X good rating carpoolers”
to help users match reliable carpoolers
easier
Auto Match Flow Optimization
When users configure the criteria for auto-match, users can
add priorities
1. “Re-ride with driver I rated X [value for user to choose]”
(for rider only)
2. “Re-ride with rider I rated X [value to for user to choose] “

Add the rating priority to the auto match algorithm. Adjust the
weighting of these factors based on the users’ behaviours e.g.,
match preferences, re-riding patterns
Tactic 2 - Optimized Matching Process
App - Co-rider Rating App - Match Request Setting - App - Rider Request List -
Rating Priority Add rating tag

If the potential ride

contains a no. of
carpoolers that users
give good rating to,
show the tag to help
them find a more
reliable ride
efficiently,

Same logic apply to

Enable users to prioritize carpool drivers
re-riding with drivers and
riders at specific rating

Same logic apply to auto

match
Enable users to
rate co-rider when Same feature apply to
the ride completes carpool drivers
Tactic 3 - B2B Partner
Target Persona Driver, Carowner, Rider Feature List

Tactic Metrics Active Users - MoM, QoQ, YoY Enterprise Portal - User Management Enterprise Portal - Ride Management Backend - Claim Form Configuration
Repeat Transaction Rate - MoM, QoQ, YoY
Retention Rate - MoM, QoQ, YoY Enterprise Portal - Subsidy Management Enterprise Portal - Bill Management Backend - Ride Claim API
Average Transaction Revenue (ATV) - MoM, QoQ, YoY
App - Subsidy Balance App - Bill - Apply Subsidy App - Claim Function

How it works
Persona Needs / Thoughts Possible Solutions Benefits for Enterprise Benefits for Quick Ride

Enterprise - ● Offer cost-effective perks that improve employee morale Company provides transportation subsidy to ● Transportation is ● Increase sticky users
HR ● Seek to enhance the overall workplace experience for employees staff major expense for because the staff need
office workers, the to enjoy the subsidy
Subsidy Method subsidy will be a by riding with the
● commute-only | all kinds budget-friendly perk platform
● For staff who drives / offer carpool ride with other staff → attractive to staff
subsidise driving expense
● For staff who ride (in car pool) → subsidise the ride ● Foster staff
expense relationship by
● fix amount | % per ride encouraging
carpooling with
Use “ride with same company” to build carpools among users co-workers

Enterprise - ● Handle business transportation claims from co-workers Quick Ride offers taxi-hailing and carpooling service at a low ● Reduce transportation ● Increase ride orders
Finance ● Minimize business transportation expense price. For enterprise with large consumption amounts, Quick expense ● Stable supply of sticky
Team Ride can offer exclusive offers by tier, e.g., first X rides, enjoy X% riders
off per ride, the next Y rides, enjoy Y% off. ● Increase work
efficiency
Quick Ride can provide ride record for each ride expense claim
to avoid staff abuse the use of company-sponsored rides and
reducing Finance Team’s time for auditing

Organization ● Flexible, cheap and service user-friendly (e.g., elderly-friendly) transportation Use route planning solutions to plan the best routes and ● Pay-by-use ● Increase ride orders
e.g., Elderly ● Some services require transportation but the demand pattern is irregular (e.g., arrange no. of vehicles automatically budget-friendly ride ● Stable supply of sticky
Center - medical appointment, fetching users to center) . It’s expensive to own a shuttle bus solution riders
Use bill splitting function to calculate fee for each rider ● Possibly ATV by
Admin to cater the need. The ride demands might occur different time a day, making it
automatically after each ride ● Hassle free ride adding premium for
time-consuming and financially-challenging for the Admin to arrange rides management and specialized drivers
● Time-consuming to consolidate the bills for each rider Arrange good rating driver with elderly-friendly vehicle billing procedures
Tactic 3 - B2B Partner - Subsidy
An Enterprise Portal will be created for B2B partners to manage transportation-related issues.
Enterprise Portal - Subsidy Management
Company/Organizations who
provide transport subsidy to
their staff via Quick Ride will
need to load fund to Quick Ride
as the subsidy pool.
App - Bill - Apply Subsidy App - Bill
Company can configure different types of subsidy and
staff. Then link them when apply subsidy to a staff. Staff can check their subsidy
balance and ways to get subsidy
Subsidy Type
● Scope (and / or)
○ commute-only (from/to company)
○ carpool with colleague
○ no limit
● Method
○ Subsidise ride / drive expense
● Subsidy After the ride, subsidy will applied automatically.
(subsidise till the subsidy allocated to the staff is For driver, extra points will be given to them
used up)
○ fix amount | % per ride
Staff Type
Different staff type will receive different types of
subsidy and amount
Tactic 3 - B2B Partner - Ride Management
An Enterprise Portal will be created for B2B partners to manage transportation-related issues.

Enterprise Portal - Ride Management

Future Iteration

Stratify professional drivers, e.g. riders

Company / Organization can schedule ride request for their service users on with wheelchair-friendly/ kid-friendly
the Enterprise Portal. vehicle

Quick Ride will automatically arrange rides based on the requirement. This will help cater B2B partners with
If admin accept pooling different requests together, Quick Ride can carpool all special need e.g., Elderly Care Center /
same-day request with same preference and automatically plan the best route Home; Children Center. Meanwhile, the
and no. of vehicles required better drivers can charge more for their
specialties

Admin can select the rider preferences in a dropdown list e.g., can
accommodate wheelchair user

Admin can select how the payment to be settled e.g., full pay by the
company; billing splitting among riders (the users)

Admin can select how the bills are being generated e.g., though
payment is settled by the company, Quick Ride can calculate how
much each rider need to pay and generate a statement. The
company can charge their users accordingly later
Tactic 3 - B2B Partner - Ride Claim
An Enterprise Portal will be created for B2B partners to manage transportation-related issues.

Ride Claim API Enterprise Portal - Claim Form Configuration App - Claim Function

Given many companies have a accounting

system, Quick Ride will not build a accounting
portal for B2B partners to handle expense
claiming matters in phase 1. However, Quick
Ride can send the claim related info to
Company’s accounting system e.g., claim
form data, claim requester, Amount, Route
(start/end point), date etc. via an API

Companies / Organizations can configure a form to indicate the information they want
their staff share when submit the claim

After the ride, users can submit

the claim in app conveniently. All
ride info will be sent to their
company. No more receipt keeping
is required.
Feature Prioritization
RICE Score The Value vs Effort Matrix

Tactics Reach Impact Confidence Effort Rice Score Time Sinks Big Projects

Mission Center 2250000 3.0 80% 2 2700000 B2B Partnership

Diverse Merchant Offer 900000 2.5 70% 4 393750

Diverse Merchant Offer

Effort
Optimized Matching
1800000 2.0 60% 1 2160000
Process

B2B - Subsidy 225000 3.0 80% 5 108000

Mission Center
B2B - Ride Management 315000 2.5 75% 3 196875
Optimized Matching
Process
B2B - Ride Claim 315000 3.0 80% 3 252000
Fill-ins Quick Wins

Recommendation Value
Tap on Quick Wins first to bring back users ASAP. While Product Team work on lower-effort
features, it gives Business Development Team time to acquire partnerships.

Mission Center Optimized Matching Process B2B Partnership Diverse Merchant Offer
Go-to-Market Strategy
Mission Center Merchant Offers Optimized Matching Process B2B Partnership
User Research ● Analyze user behaviours and develop list ● Carry out market research on the ● Carry out user research to verify the ● Carry out market research to identify
of user segments merchants product ideas potential partners
● Customize missions for different
segments ● Conduct user interviews with B2B users
● Develope the priority of user segments to refine product features
for mission distribution

Price / Cost ● Monitor counter metrics e.g., user
Strategy retention cost; user acquisition cost
● Balance the cost of distributing incentives
with the potential ARPU and CLV. Set a
budget cap for Mission Center
● Roll out missions by phases based on
revenue growth to maximise the ROI of
the missions
● Develop collaboration plans for
merchants to offering deals to the Quick
Ride users
● Develop price plans for merchants
promoting their business on Quick Ride
N/A ● Customize price plan for organizations
based on their usage (e.g., charge
cheaper fee per ride, in exchange for
higher amount of transactions)
● Charge premium for enterprise solution
(e.g., better driver; ride claim API)
● Develop subscription program for the

Marketing ● Social Media ● Social Media ● Social Media ● Linkedin

● EDM ● Promotion on the merchants’ stores / ● EDM ● Commercial events
● In-app promotion platforms ● In-app promotion ● Commercial organization

Launch ● Internal training on mission configuration
● Create / adjust mission rules based on
the Operation Team feedback
● Adjust merchant acquisition strategy and
offer design based on offer usage
behaviours
● Follow-up user interview to review the
matching process feature for any possible
enhancements
● Launch B2B-related features by phase
● Optimize the B2B features to cater needs
of organizations from different industries
and sizes
Thank By Yoyo Mak

linkedin.com/in/maktinyiu

you! maktinyiu.career@gmail.com