ICP Profiling - Who ?

✅User Goal - What ?

ICP 1 - Working Professional

✅User Goal - Why ?

ICP 1 - Working professional

ICP1 is a busy working professional who lives in Tier 1 city, either alone/with spouse. Looks for convenient & timely cabs / transport options while navigating the traffic. She has an old car, which her spouse drives mostly as she doesn't know driving. She is short on time in the morning during office hours & needs to be in office at a fixed time at least 3 days in a week. Thus, she is looking for commute options which are reliable & on time. She has moderate to high disposable income and spends on commute approx. 10k / month. 

Functional Goal: Needs a driver on demand to sort the morning hassle of finding a cab or asking a friend / husband to drop to office.

Features used 

• Books driver the night before.
• Pay as you go for office commute.
• Round trip booking for weekend night parties.

ICP 2 - Founder

ICP2 is a busy founder who lives in Tier 1 city, either alone/with spouse. Looks for convenient & timely cabs / transport options while navigating the traffic. He has an old car, which he doesn;t enjoy driving. He is looking for commute options which are reliable & on time. She has moderate to high disposable income and spends on commute approx. 5k / month. 

Functional Goal: Needs a driver on demand to sort the morning hassle of finding a cab.

Personal Goal : To utilize the commute time in terms of doing calls / on the go meetings and make day more productive.

Features used:

• Daily trips for Office commute.
• advanced booking for weekend night parties.

While deciding the activation metrics, I spoke to users of DriveU (Except churned users), and started noting the steps that all these successful (Retained) users have taken on the app. I also picked up some common milestones that majority of these users have achieved on the app.

🙍Customer Journey - Understood the customer journey by speaking to upto 10 users. Basis User calls below are the hypothesis & their reasonings.

🚗Hypothesis 1 - The user is looking for hiring a driver for office commute, as cabs in Bangalore are very unpredictable in peak hours. He/She would be using advance driver booking 4 times in a week to & fro for office. The user loves a cashless trip completion.

🚗Hypothesis 2 - The user is looking for hiring drivers in the night while returning from a weekend party to avoid drunk driving. He/She uses advance driver booking / book now feature twice in a month. The nature of the booking would be one way.

🚗Hypothesis 3 - Users are reserving the "Daily Trips" for atleast 3 days in a week. This is a round trip (4 hours or more) for going to a hobby class for kids.

✅ Activation Metrics

1. No. of users who have linked amazon pay or added driveU money as a payment option in a week after onboarding - This demonstrates commitment & does impact retention as well as improves LTV.
2. No. of users who have saved addresses / added preferred drivers in a month after onboarding - This demonstrates trust & commitment. It also improves the LTV of the user as He/she can reduce the TAT while making the booking, and therefore impacts retention.

💕Aha Moments while using the app - The big Aha for majority users who have used / are using driveU is when the driver arrives right on time in case of a pre-booking. Another Aha moment is also the round trips are significantly cheaper than Uber/Ola.

Quantitative :

• % users who have booked atleast 1 trip in 1 week & 3 trips in a month.

Hypothesis: This is to measure consistency & also increase the probability for allowing them to book additional services such as car washing / car servicing etc.

• % users saving addresses / adding preferred drivers in a month.

Hypothesis : This is to ensure stickiness to product.

• % of drivers arrived on time at the pickup location.

Hypothesis : This is one the key asks of the ICP.

• % users booking late night drives over weekends.

Hypothesis : This is to check for product integrations opportunity with Zomato. As user books a table at restaurant / pub a prompt comes for booking the driver to avoid drunk driving.

• % users keeping driveU money or integrating with amazon pay / simpl.

Hypothesis : This is to check commitment & probable product integration opportunity to drive more conversions.

• Monthly active users. D7/ D14/ D30 Retention.
• Rating on app store.
• No. of referrals in past 90 days, to check for WOM.

Qualitative :

1. Customer Satisfaction / NPS: Prompt to rate the app after 3 consecutive trips. To be included and tracked 

2. User testimonials: To be integrated in the homepage 

3. Social Media monitoring and support

4. % Action taken after prompts via in-app notification and out of app notification.