App-navigation in-depth interview

The initial spark for app-navigation came from a new feature that the offering team released for the drivers. In this feature, which they call it "In-ride allotment" drivers would receive ride offers while they are still on a ride but close to their destination. This feature had multiple business impacts but made various problems for drivers since they wanted to navigate through their destination, but the ride offer notifications prevented them. This is one of the examples of the problems that drivers have working on two different applications simultaneously. In our deep interview with drivers, we investigated other issues which were unknown to us up to now. Problems such as switching between apps to find the second destination, payment method, etc.

Introduction & Problem statement

Driver in-app navigation is one of the big projects we will launch. The necessity of this project has been discussed in multiple meetings held by the map team.

Problem: we didn't have any information about drivers, how they use navigation apps, and which one they use more. Besides what their needs and wants are and Dependency on external applications

This item means that our performance for giving service to our users is highly dependent on the external applications over which we do not have any control. Imagine that one-day Neshan application, mainly used by our drivers, goes out of service. In this scenario, Snapp would affect by this problem while it does not have any control over fixing the issue.

Therefore In the 1st phase, we decided to run an in-depth interview with open-ended questions to figure out the answers to these vital questions.

Methodology

The UX research decided to conduct an in-depth interview with open-ended questions to find out basic information and prioritize the features.

In-depth interviewing is a qualitative research technique involving intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, program, or situation.

Sample size & segmentation

To avoid biased answers, we did this research on four categories of drivers; we conducted a deep interview session with 20 drivers of the snapp and interviewed five users in each segment.

1- Young / Full-time drivers

2- Old / Full-time drivers

3- Young / Part-time drivers

4- Old / Part-time drivers

(One of the flaws of our research was that all of these drivers were chosen from Tehran & Karaj, which may give us biased answers, but we can forget this part since more than 60% of the Snapp rides are happening in these two cities)​

Process

In this research, I wanted to figure out the different types of driver behavior; thus, I prepared four target groups with the same questions. I conducted an affinity diagram with the cooperation of the research team, design team, and product team. The collected answers for each segment; were read, analyzed, and categorized by different sections and were placed in groups and categories.

Benchmarking

In the first section of questions, I asked drivers about the pros and cons of different navigation they used. (Waze, Google map, Neshan, Balad)

Feature & bugs

In the 2nd section, I asked some questions about drivers' experience in using navigation applications.

Feature rates (based on importance)

In the 3rd section of questions, I asked drivers to rate some features from 1 to 5 to determine which one is more practical.

Snapp! value porposition

And in the last section, I asked them what feature do you think we should provide for you in snapp navigation.

Conclusion

By analyzing the results of the interviews and considering our technical limitations, we can draw this roadmap for the upcoming phases of the navigation feature:

Phase 0:

In this phase, we will release the navigation providing the basic features essential for drivers. List of these features are listed below:

• Routing features: This feature is vital for phase 0:
  

• Odd/Even - Traffic zone routing

• Voice Command: Use the default voice commander of the Mapbox with our customized sound

• Show the route that the user should pass for that ride

• ETA - remained KMs

Integration with the Driver app's current feature:

• In-ride allotment

• Passenger live location

• Second destination

• User's identity

• Payment method

• Fast transition between states

Phase 1:

In this phase, we should have complete feedback from our drivers for the first version of our navigation feature. Our highest priority would be improving the bugs and flaws that our drivers had reported to us. In parallel, we should work on releasing the features which are mentioned as a high priority in our user research. These items might be the projects that we would work on them:

• Improving our routing system UX (especially in the cases in which drivers get confused to choose the correct route for turning around)

• Improving voice command logic

• Routing correction system (find a better route while we are still on the ride)

• Alternative routes feature

• Speed control system

• Speedometer

• Speed threshold alert

• Traffic on tile customization

Phase 2:

In this phase, we would start developing the features counted mostly as fancy features, but it will help us be in the same rank among our competitors. These features are:

• Map contribution

• Police

• Accident

• Speed bump

• Red light