Developing a more holistic incentives program with a better UX and conversion rate.

The driver engagement and retention team has lots of questions about the incentive part of the driver application. This part is quite intact from the first day and has not lots of changes, so we decided to figure out the issues and mindset of drivers about it.

1st phase

Methodology

UX Surveys are a quick and relatively easy way to get data about our users and potential users. Surveys are an effective way of gathering feedback on a live product, Contextual inquiry, refining a new feature, and lowering the risk of a poor solution.

Hence, I conducted a survey with a set of questions sent to a targeted group of users that probed their attitudes and preferences.

Segmentation

Two groups:

High contribution (4000 drivers answered the survey): drivers who use incentives and have many successful plans.

Low contribution ( 2421 drivers answered the survey): drivers who hardly ever use incentive plans.

I chose these two segments to figure out the type of issues among the driver who is engaged with incentive and used it more and a driver who hardly ever used it. Eventually, 6421 drivers answered our survey.

The confidence level of the survey: 95%

The margin of error of the survey: 2%

Problems & goals

Our questions:

Do drivers know about their incentive status?

Do they detect incentive plans from each other?

Do they see the Incentive, and how do they figure out their incentive activation?

Do they receive notifications? And if yes, do the notifs are sent at the right time?

This research wanted to figure out the two types of drivers' ideas about the Incentive.

Analysis

I collected answers for each segment, read, analyzed, categorized them into different sections, and were placed them in groups and categories.

Over all conclusion

​at the end of this survey we figurout some useful informations which leads the product team with the help of design team to start some changes on design and content based on evidence and drivers need and founded issues.

Post measurements

In the next phase, we want to fix the discovered issues and have a release to 10% of our drivers and again ask them in another survey about the improvements and other issues.

2nd phase-

comparission survey

In the previous research, I decided to figure out the driver’s main issues with a survey.

Thus, I conducted a survey about one month ago and have any results.

The issues that I found out were finding a better name for the incentive part and improving the usability of the diagram that shows the incentive plan progress. The product team fixed some issues, and we wanted to know the drivers’ feedback. So I decided to run a supplementary survey to validate the fixed problems.

Segmentation

We released the new update to 10% percent of our users and among the drivers who update their app and use the latest version for ten days. (why? More than this time, they may have forgotten the previous version, and less than this time, they may not be engaged with the new changes).

I divided them into two groups based on their incentive plan usage, like in the previous survey. I chose these two segments to figure out the type of issues among the driver who is engaged with incentive and used it more and a driver who hardly ever used it. (High contribution and low contribution) as same as the previous survey situation.

Analysis the findings

After releasing the 4.5.0, two surveys have been launched in terms of examining the impact of the newly released feature on drivers' experiences. These two surveys have been sent to those who have already updated their applications to the newest version, i.e. 4.5.0, and those who haven’t updated their application yet. As stated by drivers in recent surveys, their experiences have improved drastically. The following results are extracted from the launched surveys.

Monitored experiences

% - Not Updated

(any version before 4.5.0)

% - Updated

(version 4.5.0)

Comparison

Using the incentive page to become aware of activation of plans.

9.31%

17.74%

91%

Using the incentive page to become aware of the progress in a plan.

19.45%

56.23%

189%

Using the incentive page to become aware that a plan has been finished.

23.45%

55.61%

137%

For how many users the incentive progress bar is clear to use.

38.07%

67.98%

79%

Rate of incentive progress bar usefulness.

3.14

3.92

25%

Average improvement

104%

Good news

Hence, we are observing approximately 104% improvement on the UX score, in terms of increasing awareness and usefulness of the newly released incentive page.