Company
Yummy
Industry
Ridesharing
Period
May 23 - jun 23
Bid & Ride: Achieving Fare Balance and Driver Freedom
This case study highlights the implementation of a game-changing bidding feature in Yummy Rides. By introducing dynamic fare bidding, users can propose their own fares while drivers have the flexibility to make counter offers. This innovative approach aims to strike a balance between users' desire for lower fares and drivers' need for fair compensation.
The problem
The ridesharing app faced a challenge in satisfying both users and drivers regarding fare prices. Users desired lower fares, while drivers wanted higher fares for their services. Finding a balance between these needs proved to be difficult. The proposed solution was to implement a bidding system, allowing users to bid a price for their rides, while drivers could view multiple offers and make counter offers. The aim was to establish a middle ground that would satisfy both parties.
Our Challenges
We began by analyzing the existing ride request flow to identify opportunities for integrating the bidding service within the app.
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Maintaining the existing fare system while integrating the bidding feature.
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Allowing users to view multiple offers from drivers and select the one that best suited their budget and needs.
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Enabling drivers to make counter offers and choose rides that were nearby and aligned with their preferences.
Design Process
User flows
We began by analyzing the existing ride request flow to identify opportunities for integrating the bidding service within the app.
After conducting a thorough analysis, we devised a new flow for the bidding service, carefully considering how it would function for both users and drivers.
With the flows in mind, we proceeded to design specific screens at key points where we identified potential friction within the user experience.
Rider side
1.
New service visualization
Firstly, we revamped the way riders view and select services by adding a subsection that allows users to choose between standard and bidding options for each service.
2.
Making the bid.
After selecting their preferred service, we introduced a screen where riders can set the price they are willing to pay for the requested ride.
3.
A list full of offers.
After selecting their preferred service, we introduced a screen where riders can set the price they are willing to pay for the requested ride.
Driver side
1.
New home screen
We implemented a tab system for drivers, enabling them to receive both standard rides and access a new screen where bidding rides are listed. This allowed drivers to offer their services for those particular trips.
2.
Reviewing new rides and the ability to make an offer
A comprehensive view of each bidding ride was introduced, enabling drivers to review the details and make an offer accordingly.
3.
Waiting for rider’s response.
To accommodate the bidding feature, we incorporated a waiting screen for drivers where they can await the user's response. This was a new addition since, in the standard system, it was the drivers who initiated new rides.
What we learned
Prior to the full launch, a soft launch was conducted, targeting 15% of the app's user base. The following insights were gained:
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The introduction of the bidding system led to a decrease in fares for common rides and an increase in fares for rides with complexities that the algorithm couldn't anticipate.
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Drivers expressed a greater sense of freedom in choosing their rides and reported higher satisfaction levels.
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The riders expressed higher satisfaction due to the added feature of being able to view multiple ride options within a range of fares. Additionally, they were delighted with the flexibility to choose their preferred driver or car for the upcoming ride.
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A noticeable increase in the time gap between ride requests and actual rides indicated that this feature might not be suitable for quick rides.