#Join the rEVolution

100% electric, sustainable and reliable urban

mobility solution

Product Case Study

Umang Jain
 ★ Blusmart, Mission &
Outline Goals
★ User Persona
★ User Journey & Pain
Points
★ Features & Wireframes
★ Success Metrics
★ Feature Prioritization
 About BluSmart Goals & Key Objectives

Founded in 2019, Blusmart is India's first and To improve the product discovery and user
leading all-electric ride-hailing mobility journey on the platform by resolving user pain
platform for efficient, affordable, intelligent and points, feature enhancements and improvisations
sustainable mobility. in the UI/UX of the app.

Mission ★ Acquisition - Product Discovery

To steer urban India towards a sustainable means ★ Acquisition - Signup / Onboarding

of transportation and to provide them efficient,
affordable, intelligent, safe and reliable mobility. ★ Activation & Retention - Ride Booking

Features & USPs ★ Retention - Pickup

1. No surge pricing ★ Retention - On Trip Experience

2. Flat pricing starting @ Rs 99/-
3. 100% Electric Cabs
4. Sustainable
User Persona
Millennial Manik, 29 years
Location: Gurugram
Profession: Senior
Consultant, Big4

He lives with his wife and parents in gurugram. He is well aware about the concept of time value of money, doesn’t own a car and
prefers commute to office via cabs.

He is living a settled life with fixed working hours and now along with her wife is expecting a baby soon.

Frustrations & Concerns:

★ Doesn’t get the cab during peak hours
★ Most of the time driver cancels the ride
★ Concerned about the present and future of Delhi NCR due to polluted environment
★ Surge Pricing
★ Safety of his dependents

Manik is looking for a cab service platform not only for his office commute but also for his family’s short trips within the city that
could solve his frustrations and concerns. He heard about BluSmart recently from one of his colleague and wants to try it out.

Let’s see how his journey goes on the platform...

User Journey
Downloads the app and registers using mobile no.
and OTP verification
First Interaction - Encountered with Book a
ride / Hourly Rentals option, campaign banner
and tour guide
Book a ride - Enters Pickup and Drop
location
Selects date and time slot of the ride.
Checks price, time, KMs,
payment method and confirms it
Ride confirmed page -
Include details about ride
User Pain Points
★ Neither Manik nor his colleague were rewarded
for onboarding user to the platform.
★ Manik had to manually enter or pin the pickup
and drop location for even popular places
around his current location during ride
booking.
★ Manik was frequently disturbed at his office
desk by calls & messages from both driver and
his parents during the pickup of his
parents.
★ Manik while in office wasn’t able to
track/schedule ride for her wife going for a
regular doctor checkup and he was forced to
leave for a break from meeting and call her.
★ Manik’s on trip experience while returning from
Feature #1 BYOB - Bring Your Own Product Discovery
Buddy
Not only existing users but also new users get
rewarded each time they bring a new user along with
them as a buddy to travel and experience BluSmart.

Both earn 50% each of the total Kms travelled

together which they can redeem some percentage on
their next trip with BluSmart.

The networking effect helps in acquisition of new

users, product discovery and increasing conversion
rates into the BluSmart family.

Manik and his colleague both get rewarded and they

are super happy with BluSmart BYOB

Propose Propose
Feature #2 Auto - Suggest Destinations Ride Booking

Manik now no more has to pin the location or enter it

as the platform’s recommendation system suggests
most travelled destinations based on the current
location of the user.

The feature provides an user ease of selection of

drop locations and also reduces the error of incorrect
locations to 0.

This reduces the user effort and helps in activating

the new user and retaining the existing user by
minimizing effort and increasing ease.

Manik find this feature super helpful not only for

himself but also for his family.

Existing Propose
Feature #3 Request a ride for someone else Pickup

Now there’s no need to rearrange your schedule,

spend time in traffic, or stop what you’re doing to
pick up a loved one. Save time - and your sanity.

★ Grandma doesn’t have a smartphone?

★ Mom needs a ride from the airport?
★ Friend got a little too happy at happy hour?
★ Send them a reliable ride to their destination.

Details like cab no., driver bio, live location tracking

are sent to the contact for whom the ride is
requested.

Manik can schedule ride for parents while sitting in

office and doesn’t have to bother for the details or
keep calling the driver for pickup or his parents.

Propose Propose
Feature #4 BluEvents On Trip Experience

Plan your weekend trips with BluEvents !

While you’re on way back trip to your home

from that fun friday at office, plan your
weekends with BluEvents.

Choose from the list of events and sit back while we

schedule your trip to that event.

Get extra Blu Kms when you take a trip with

us!

The feature helps in user retention and

improving engagement while on trip.

Manik on trip experience in no more dull while he

surfs events and plan his weekends.

Propose Propose
Success Metrics

Target Goals Metric

Acquisition Feature #1 - To increase new user sign ups Total # of users signing up on BluSmart

Feature #2 - To increase number of rides # of app downloads

Activation & Retention
Feature #3 - To increase number of rides for Total # of rides booked (Pre-release V/s Post)
returning users
Average # of rides per user (Pre Vs Post release)

Retention Feature #4 - To improve on-trip experience Completion Rate -

( # of rides completed/ # of rides booked) X 100

(# of DAUs / # of MAUs) X 100

Total # of weekend rides scheduled

Prioritization - RICE Framework

Features Reach (R) Impact (I) Confidence (C) Effort (E) Score
[0-100] [0.25-3] [100, 80,50] [Person- [(R*I*C)/E]
Months]
BYOB 80 2 80% 2 64

Auto-suggest Destinations 100 2 50% 3 100

Request a ride for someone 100 3 80% 1 240

BluEvents 50 3 80% 5 24
Product Case Study By -
Umang Jain