Onboarding project | Namma Yatri | GX-19

Introduction ✨

Hi this is Sairam Ramakrishnan!

In this section, we aim to understand the why? behind the project and the product I have chosen.

With the right onboarding, it is possible to build solid long term retention & reduce customer acquisition cost on the top of funnel
Onboarding is the first look of any product and it is crucial to set the expectation, next steps and clear any doubts/discrepancies the user might have to educate them and enable them to use the product so as to realise its maximum potential

For this week’s project, I have chosen “Namma Yatri” again to best make use of the Insights I have uncovered in my ‘Acquisition Project’.

The why? behind choosing “Namma Yatri” 🔍

To understand why? i chose “Namma Yatri” I’d strongly urge you to go through the below page and dive deep into the market, users and other interesting insights.

🛺 Namma Yatri - Deep Dive

For those on a time crunch, TL;DR: Namma Yatri - Deep Dive

- Introduction: Namma Yatri, founded by Juspay Technologies in 2022, revolutionises ride-hailing in India with a driver-friendly, commission-free model.
- Why Namma Yatri?: Selected due to its high personal usage, rapid adoption and growth, and ability to challenge established ride-hailing giants through community-driven growth.
- Key Features and Growth: Demonstrates massive scale with over 1.5 million downloads, high ratings, and expansion to 7 cities, underpinned by sustainable development strategies.
- Value Proposition: Transforms ride-hailing with easy-to-use, cost-effective services, emphasising transparency and fairness for both drivers and passengers.
- Users: Caters to urban commuters, overcoming challenges like entrenched loyalty to competitors and technological barriers.
- Product Positioning, Segmentation and Competition: Differentiates itself with a zero-commission model, directly competing with giants like Uber and Ola, while focusing on continuous improvement.
- Market Overview: Captures a significant market share in India's organised auto ride-hailing space, indicating a strong position in a potential $100-$200 million market.

Namma Yatri's appeal lies not only in its rapid growth and the immense scale of operations but also in its core mission to provide a fair and transparent platform for both drivers and users. Its zero-commission model and emphasis on community and inclusivity reflect a disruptive approach to the ride-hailing industry

These factors, combined with my own frequent use and positive experiences with the service, solidified my decision to choose Namma Yatri as the focus of my acquisition project. The platform stands out as a promising solution to pressing problems in the last-mile mobility space.

Namma Yatri - UXR Takeaways 🤩

Users report fluctuating availability of rides, especially during off-peak hours, impacting the app's reliability. There's also an observed variation in driver engagement and service quality across different times and locations
While the zero-commission model is appreciated, there's a call for more clarity around cost effectiveness for a customer
Some users reported difficulties in ride booking due to location accuracy and map integration and increased cancelations (Driver’s have an issue with maps as well)
Users express interest in expanded features like scheduled rides, more vehicle options beyond auto-rickshaws, and enhanced safety measures, and counter measures like fines for unwarranted cancellation/ghosting
Few users requested more flexibility in terms of wallet integrations and payments

ICPs ✅

The below ICPs are carefully chosen from 25 survey responses, ~ 12 User Interviews

Criteria	ICP 1	ICP 2	ICP 3
ICP Name	The '9-5' Machas	The New Gen Family Man	Ms Early Career
Age	18-30	30-44	18-24
Gender	Primary user: Male	Primary user: Male Secondary user(s): Female, Senior citizen or underage minor	Primary user: Female
Marital Status	Single	Married	Single
Kids	NA	1-2	NA
Occupation	Employed IT, BFSI, FMCG, Startups, MNC etc	Employed IT, BFSI, FMCG, Startups, MNC etc	Employed OR, still studying
Location	Bengaluru	Bengaluru	Bengaluru
Lives with?	Alone or with flatmates (friends or co-workers)	With family - either joint family or nuclear family	Either in PG with flatmates OR, with family
Education Level	Bachelor’s Degree holder	Bachelor’s Degree holder	Depends
Income levels	60k-1L+ p.m.	1L-3L+ p.m.	Student : Family sponsored Employed: 30K to 80K p.m.
Most used apps	1. Social - Instagram, LinkedIn, Twitter 2. Finance - Zerodha / Groww / Uptsox 3. Entertainment - Netflix or Hotstar	1. Social - Facebook 2. Finance - Zerodha / Groww (if they even) 3. Entertainment - Netflix or Hotstar or Prime	1. Social - Instagram 2. Finance - Zerodha / Groww 3. Entertainment - Netflix
How do they spend time?	1. Primarily at work 2. Then leisure with flatmates / friends 3. Movies, night out, experienced	1. Primarily at work 2. Then with family 3. Barely any free time	Education/Job Coaching/Upskilling/Part-time Extra curricular
What do they spend their money on?	1. House expenses 2. Leisure 3. Savings 4. Contributing to home expenses	1. House expenses including EMI 2. Travel (outstation) 3. Leisure 4. Family obligations (e.g. parent’s medical) 5. Savings	1. House expenses (if applicable) 2. Leisure 3. Savings
What kind of content do they consume?	1. Financial - ETMoney, Finshots 2. General news - from social 3. Social - Feed from Instagram / Twitter / LinkedIn	1. Financial - ET newspaper 2. General news - Times, Google /Apple news 3. Social - Feed from Facebook	1. Financial - ETMoney, Finshots 2. General news - from social 3. Social - Feed from Instagram
Average order value	₹120/-	₹65/-	₹65/-
Frequency of purchase	~ 5 to 7 bookings per week	~8 to 12 bookings per week	~ 5 to 7 bookings per week
Willingness to pay	Moderate Demand is elastic since they do search for lowest price during non-peak hours.	High Value safety & reliability above all else for family hence they will opt for NY.	Moderate Demand is elastic since they do search for lowest price during non-peak hours.
Problem statement	“Need to commute to work on time & in a cost effective manner”	“Need to get to work on time; also don’t want to drive so that I can work during commute & I don’t need to find parking space.” ”Can’t always drive my family around - need a reliable service which can do this during my absence.”	“My parents are always worried about me travelling in the city - I want a service which is reliable so that everyone around me can chill out.”

JTBD 🔧

Goal	Type	ICP1	ICP2	ICP3
Primary	Functional	“Need to get myself from {A} to {B} on time for work or leisure”	“Need to get {myself/someone/parents/wife/kids} from {A} to {B} on time”	“Need to get myself from {A} to {B} on time for work, studies or leisure”
Secondary	Financial	"Want to keep my cost to the minimum since commuting is a controllable expense for me.”	"Want to keep my cost to the minimum since commuting is a controllable expense for me.”	"Want to keep my cost to the minimum as i can save some money”
	Personal	NA	“Value safety & reliability above all else”`	“Value safety & reliability above all else”`

Teardown 🚨

To understand how a user can be retained we will breakdown the user flow into 3 components.

Journey from Discovery to Download - How are users are getting to download the app?
Download to Ride Booking - How are people experiencing the ‘aha’ moments offered by Namma Yatri?
Post-Booking flow - Is the promise made in the Core value Prop being kept by completing trips satisfactorily

1. Discovery to download

As per my UXR, I have looked at the UX from discovery (either brand search on Google, brand search on Play Store OR visit to app page via Social Media(Insta) to app download.

Note: Namma Yatri does NOT have a referral programme - instead it has a share app button embedded in the menu page of the app. However, no one stands to benefit from the “referral link” being clicked on (which in reality is a masked “app download” link)

Download to booking presentation.png

Check out the detailed teardown here:
Discovery to Download Presentation.pdf

2. Download to ride booking

Check out the detailed teardown here:

Booking Presentation.pdf

3. Post-booking user flow

Download to booking presentation (1).png

Aha moments ⚡️

Booking Presentation.png

Activation Metrics ⏳

Hypothesis for Activation Metrics

The North Star with the onboarding project for Namma Yatri is to add more repeat users after onboarding them on the platform. So we will ideally correlate, rides completed by an user, frequency of successfully completed rides and the satisfaction related to it as primary metrics to build on.

Sl No	Activation Metric Definition ( X action in Y time )	Reasoning (Why?)
1	User completes {1} ride within {7} days of downloading the mobile application	The actual activation of the customer should probably be to complete 1 trip to experience the aha! moments embedded in the journey
2	User completes {1} booking within {7} days of downloading the mobile application	The lowest bar of activation should probably be to complete 1 booking to experience the aha! moment by receiving a match under a min, end result doesn't matter because they will try again to book if it gets cancelled.
3	User completes their second ride within 7 days after their initial ride.	If they are coming back, they have realised the value at some point in the journey
4	A user books at least 5 rides within their first 14 days of app usage	This trend will help us identify potential power users and map their recurring demand (if any) and User segmentation via frequency mapping
5	User gives {2} ‘4-star +’ ratings within the first {6} rides for ride experience	This is a retention metric that will directly correlate to user experiencing delight during his trips. Potential power users who are happy with the flow of events using Namma Yatri

Metrics to be tracked 🧐

Here are some metric that i feel should be tracked:

Metric definition	Explanation and Thought Process
Installs	Where are people installing the app? Is NY currently serviceable in that area? New Launch?
Searches	Where are users searching for a ride? Do we have drivers in those hotspots? if not, how far are they?
Bookings	Where do bookings take place? How long after the user searches for a ride? What is the booking frequency?
Trips	How many trips are completed per day, week, month? to track growth
Cancellations	Where are trips canceled by the user? Why are they cancelled?
Churn	Where do people search but don’t book? Which step do they drop-off? Is it because they don’t get the right preference for the car or is it because of the price?
Retention Cohorts (D7,D14,D30)	Where do we get repeat customers from? Where do we get the most valuable customers from?
Conversion Rate	What’s the conversion rate of those requests in terms of rider acceptance? Where and when do riders don’t accept bookings?
Completion Rate	What’s the completion rate of the trips started?
Origin- Destination Pairs	What are the top O-D pairs in a city? What are the top O-D pairs of most profitable trips?
Paths	What are the most common paths that repeatable users take?
Total Driver Supply	What is the total number of drivers & how many of them are off-duty or full-time drivers?
Acquisition channel attribution	So that I can double down on the “good” channels & conduct RCA on the “bad” ones
1 star and 2 star reviews on Play store	What are the main problems faced by customers that are solvable?
feature requests on play stores/ forums/ social media channels	To add features that our power users are demanding to retain them for the experience

Conclusion 🧐

If I was tasked with improving onboarding at Namma Yatri I would:

Request for dedicated vehicle supply to always match the 1st ride request of a new user under a minute. The big “aha!” moment is booking done and driver arriving all under 5 mins
Leverage the Driver & Vehicle as key real components to “engage” the customer, standardise and improve ride experience for customers
There are a ton of features and small elements that could overall improve the experience as discussed in the UXR takeaways
Do way better engaging with my TG in social media. The current pull generated is just not enough.

Thanks!