🛵 Onboarding project | Rapido

🛵

Onboarding project | Rapido

Rapido - An Overview

Rapido, India's leading bike taxi service, provides quick, budget-friendly, and convenient rides across major cities. With over 4 lakh bookings daily, Rapido is on a mission to tackle the daily commute challenges faced by millions.

Elevator pitch

Pitch 1

Daily commutes in crowded cities are stressful, with traffic jams, long delays, and unreliable transport. Rapido cuts through the chaos by offering bike taxis that help you beat traffic quickly and affordably. With Rapido, you can reclaim your time, enjoy a hassle-free ride, and get to your destination without the usual headaches.

Pitch 2 - 🏍️

Ever had to pay double for a solo ride in a cab or auto? With Rapido, you can skip the hefty fares and book a bike taxi that’s quick, affordable, and convenient—perfect for your solo travels!

Funding Status

Rapido became a Unicron 🦄 this year by raising 120 million 🤯 in its series E round.

Their primary offerings are -

Bike Taxi Service: Affordable and quick solo travel through two-wheelers, helping riders beat traffic and save time.
Auto Service: Easy booking of auto rickshaws for short and convenient trips.
Local Deliveries: On-demand parcel deliveries using Rapido's vast network of bike captains, ensuring timely and efficient deliveries.
Cab Service: Provides a more comfortable and spacious travel option.
Auto Sharing: Allows users to share auto rides with others, offering a cost-effective travel solution.

Why Rapido? 🤔

Extensive User Experience: I've taken over 200 rides with Rapido and have been a Power Pass user.
Market Disruption: Despite competition from well-funded players like Ola and Uber, Rapido successfully disrupted the market with its bike ride model.
Positive Word-of-Mouth: I first heard about Rapido from my colleagues, who all had favourable reviews, and I later introduced it to my flatmates.
Strong Market Presence: Rapido holds a dominant position with over 60% of the market share in the online bike booking segment.

👦🤝👧 Define Ideal Customer Profiles (ICPs)

Category	The Urban Commuter	The Frequent Flyer	The Night Rider
ICP Name	The Urban Commuter	The Frequent Flyer	The Night Rider
Age	18-25	25-35	18-30
Gender	Male/Female	Male/Female	Mostly male
Marital Status	Single	Married/Single	Single
Kids	None	Might have kids	None
Occupation	Students, young professionals	Professionals, business travelers	Young professionals, BPO/IT employees
Location	Metro cities - Delhi NCR, Bangalore	Metro cities with airports	Metro cities
Lives with	With flatmates or alone	With family or alone	With flatmates or alone
Education Level	Bachelor’s Degree	Bachelor’s or higher	Bachelor’s Degree
Income levels	₹20K - ₹50K per month	₹50K+ per month	₹20K - ₹50K per month
Most used apps	Social media, Ride-sharing apps	Travel apps, Finance apps	Social media, Entertainment apps
How do they spend time?	College, part-time jobs, social outings	Work, frequent travel	Work late hours, socialize at night
What do they spend money on?	Food, entertainment, transport	Travel, luxury, family expenses	Entertainment, transport
What kind of content do they consume?	Entertainment, educational content	Travel and lifestyle content	Music, movies, lifestyle content
Average order value	₹60-₹120 per ride	₹150-₹300 per ride	₹100-₹200 per ride
Frequency of purchase	5 to 10 rides per week	2 to 5 rides per week	3 to 6 rides per week
Which features do they use most	Quick rides, wallet offers	Airport rides, scheduled bookings	Night rides, instant bookings
How frequently do they use these features?	Daily for commuting	Weekly for airport travel	Frequently on weekends and late nights
Willingness to pay	Price sensitive, looks for deals	Willing to pay more for convenience	Price sensitive but prioritizes availability
Problem statement	"I need fast and economical rides for daily commute to college and work."	"I need reliable transport to and from airports for frequent travels."	"I need safe and readily available transport during late hours."
Preferred Payment Method	Wallet balance, UPI	Credit/Debit Card, UPI	Cash, UPI
Preferred Mode of Booking	Mobile app	Mobile app, scheduled rides	Mobile app, instant booking
Challenges faced	Traffic congestion, availability during peak hours	Timely availability, luggage accommodation	Safety concerns, availability during late hours
Brand Perception	Economical, convenient	Reliable, efficient	Safe, reliable, Quick
Influence of Promotions/Discounts	High - responsive to offers	Moderate - occasionally uses offers	High - looks for discounts, cashback
Loyalty to the Platform	Moderate - might switch for better offers	High - prioritizes reliability	Moderate - safety and availability are key
Environmental Awareness	Low - mostly price-driven	Moderate - may prefer eco-friendly options	Low - convenience is a priority
Emergency Usage	Frequent - needs quick transport in emergencies	Occasional - primarily for missed flights or urgent meetings	Frequent - relies on service during unplanned late hours

customer journey map

Screenshot 2024-08-23 at 12.18.33 AM.png

After talking to more than 10 users, I found some strengths and weaknesses of the product

Strength

High ride availability ensures quick and convenient bookings, especially in Bangalore.
Competitive pricing, with additional savings through the Power Pass.
User-friendly interface for easy navigation and seamless ride booking.
OTP is constant for all the rides, it changes from user to user than for each rides.

Weaknesses:

Many female users feel hesitant to use Rapido, often preferring Uber or Ola due to safety concerns.
Reports of rash driving and drivers using vehicles different from the ones listed are common complaints.
Since most bookings are for bike rides, users have frequently raised issues about the poor quality or damaged helmets provided by drivers.
There have been numerous complaints of drivers behaving unprofessionally or even misbehaving with passengers.

Proposed Solutions:

Introduce an option allowing users to select their preferred driver gender (male or female) during booking, enhancing comfort and safety.
Display the number of completed rides on the driver's profile to foster trust and reliability.
Make driver ratings and reviews publicly visible, enabling users to make informed choices based on others' experiences.
Include a small image of the bike next to the driver's profile picture or provide detailed bike information to ensure transparency.
Ensure drivers supply high-quality helmets, requiring them to upload daily helmet images to the portal as part of the login process to maintain safety standards.

ICP Prioritization Framework:

Criteria	The Urban Commuter	The Frequent Flyer	The Night Rider
Adoption Rate	High	Moderate	High
Appetite to Pay	Low	High	Moderate
Frequency of Use Case	High	Moderate	High
Distribution Potential	High	High	Moderate

We will go ahead with The Urban Commuter and The Night Rider users

Digital compilation gif. Image of a real cat edited to look like it's wearing a leather jacket and riding a motorcycle. The cat's eyes are wide with surprise or terror as it speeds down the road.

Jobs to be Done

Goal Priority	Tags	The Urban Commuter	The Frequent Flyer	The Night Rider
Primary	Functional	Need fast and economical rides for daily commute to college and work.	Need reliable transport to and from airports for frequent travel.	Need safe and readily available transport during late hours.
Secondary	Personal	Want to save time by avoiding long wait times or delays in public transport.	Value comfort and convenience, and prefer a hassle-free experience.	Value safety and availability, especially during late hours.
Secondary	Financial	Want to keep my commuting costs low, as I’m on a budget.	Willing to pay a premium for reliability and on-time service.	Price sensitive but willing to pay slightly more for availability and safety.
Tertiary	Social	Want to be seen using a modern, fancy bike	Prefer a service that reflects my status and professionalism.	Need to ensure safety and comfort when travelling with friends or colleagues.
Least Priority	Environmental	Concerned about environmental impact, but it’s not a deciding factor.	Appreciates eco-friendly options but prioritizes convenience.	Environmental impact is secondary to safety and availability.

Functional Job	Rapido	Ola Bike	Uber
"I need to get to work on time (every weekday)"	Rapido offers quick, affordable bike rides but you can only pre-book till 48hr	Ola Bike provides competitive rates, you can pre-book the ride for any day in advance	Uber offers bike rides but may have slightly higher rates, you can pre-book the ride for any day
"I want to get home from work on time and safely"	Rapido provide you real-time view of how many rides are available nearby and your drop-off time as soon as the ride is booked	Ola Bike also offers safe and reliable options	Uber ensures safe rides but availability may vary
"I need a quick ride to a nearby market or location"	Rapido's large network ensures quick pickups	Ola Bike provides similar service with comparable pricing & EV ride option availability	Uber bikes are minimal
"I need an affordable ride to a metro station or bus stop"	Rapido offers very affordable last-mile connectivity	Ola Bike provides similar last-mile solutions	Uber also offers this but might be slightly costlier
"I want to avoid traffic and get there fast"	Rapido bikes can navigate through traffic swiftly.	Ola Bike also offers the same convenience	Uber offers the same but with fewer promotions or discounts
"I want to travel using eco-friendly options"	No specific eco-option	Ev bikes are available	No specific eco-option
"I need a ride available during odd hours"	Rapido has good availability even during non-peak hours	Ola Bike offers this but with fewer vehicles on the road	Uber has a limited driver fleet for bikes so can face some issue
"I need to make multiple stops during one trip"	Rapido doesn't have a feature to add multiple ride	Ola Bike offers a similar feature	Uber offers multiple stops but may charge extra
"I need a ride for someone else"	Rapido allows you to book rides for others	Ola Bike also allows this feature	Uber allows booking for others but with limited controls
"I need a reliable service in smaller towns or cities"	Rapido is expanding to tier-2 and tier-3 cities	Ola Bike has a good presence in smaller towns	Uber has a limited presence in smaller cities

Validation from User Calls for Rapido

Question: Why did you choose to go with Rapido?

🦸🏻‍♂️ Arjun - The College Student and Budget-Conscious Commuter

[Stage of awareness about Rapido: Problem Aware]
Rapido usage: Individual

“I needed an affordable way to get to college every day. Public transport was too unreliable, and other ride-hailing services were too expensive. Rapido offered the perfect balance between cost and convenience.”

𓅓 Priya - The Working Professional and Safety-Seeker

[Stage of awareness about Rapido: Most Aware]
Rapido usage: Individual and with Family

“I work late hours and often need to commute home when public transport options are limited.Rapido provides quick service and it’s more affordable than cabs.”

Question: What’s your end goal with Rapido?

🦸🏻‍♂️ Arjun - The College Student and Budget-Conscious Commuter

“I’m looking for a way to get to and from college without breaking the bank. Rapido helps me manage my commute costs efficiently, so I can focus on my studies without worrying about my travel expenses.”

👩 Priya - The Working Professional and Safety-Seeker

“For me, it’s all about safety and reliability, especially at night. I need to know that I can get home quickly and safely after work, without having to wait too long for a ride or pay a premium.”

Question: What are you hiring Rapido for?

🦸🏻‍♂️ Arjun - The College Student and Budget-Conscious Commuter

“I’m hiring Rapido to provide a cost-effective, reliable ride for my daily commute. It’s important that I get to college on time without spending too much, and Rapido fits the bill perfectly.”

👩 Priya - The Working Professional and Safety-Seeker

“I’m hiring Rapido for safe, reliable late-night transportation. The ability to book a ride quickly and know that I’m in good hands is crucial for me. Rapido gives me that peace of mind.”

Question: What are the top priorities for you when using Rapido?

🦸🏻‍♂️ Arjun - The College Student and Budget-Conscious Commuter

Primary: Cost-effectiveness
Secondary: Convenience and ease of booking
Tertiary: Speed of service

👩 Priya - The Working Professional and Safety-Seeker

Primary: Safety during late-night rides
Secondary: Reliability of availability
Tertiary: Reasonable pricing

Question: What’s your least priority when using Rapido?

🦸🏻‍♂️ Arjun - The College Student and Budget-Conscious Commuter

Least Priority: Luxury or premium services

👩 Priya - The Working Professional and Safety-Seeker

Least Priority: Luxury or premium services

Onboarding Teardown

Let's begin the fun part we all have been waiting for

PPT Link -

https://docs.google.com/presentation/d/10giFxow4y11fquRCv8tzLWcbh0ZqYxO7/edit?usp=sharing&ouid=103983312100581552897&rtpof=true&sd=true

New onboarding flow proposed & Multiple aha moments flow - https://whimsical.com/rapido-onbaording-growthx-Kv9UHCPb5KkqTmWnuqqoUG

Activation Metrics

Proposed Solutions for Rapido:

Objective User should take 4-6 rides in a week

Option for users to select their preferred driver gender.
Display of the number of completed rides on the driver's profile.
Visibility of driver ratings and reviews.
Inclusion of a bike image or detailed bike information next to the driver's profile picture.
Requirement for drivers to upload daily helmet images for safety standards.

Metrics to Track

1. Activation Metric: Preferred Driver Gender Selection

Hypothesis: Allowing users to select their preferred driver gender can enhance comfort and user satisfaction. The metric should measure the percentage of users who utilize this option.

Metrics:
- Percentage of users who select a preferred driver gender.
- Impact on ride bookings and user satisfaction ratings.
- Retention rates for users who use this feature vs. those who don’t.

2. Activation Metric: Completed Rides Display

Hypothesis: Displaying the number of completed rides on the driver’s profile fosters trust and reliability. Track how this feature impacts user trust and ride bookings.

Metrics:
- Change in the number of ride bookings per driver before and after displaying completed rides.
- User feedback on driver reliability and trust.
- Conversion rates of users who cancel the rides vs. those who don’t.

3. Activation Metric: Driver Ratings and Reviews Visibility

Hypothesis: Making driver ratings and reviews publicly visible helps users make informed choices and can improve overall service quality.

Metrics:
- Frequency of driver profile views and interactions with ratings/reviews.
- Changes in user decision-making behavior based on reviews.
- Impact on driver ratings and the number of new reviews submitted. (Driver retention)

4. Activation Metric: Bike Image/Information Visibility

Hypothesis: Providing bike images or detailed information enhances transparency and user confidence in the service.

Metrics:
- User feedback on the importance and impact of bike visibility.
- The user cancelling the ride after the driver reaches the destination bcoz of bike before and after.

5. Activation Metric: Helmet Image Upload Requirement

Hypothesis: Ensuring drivers upload daily helmet images maintains safety standards and can influence user trust and satisfaction.

Metrics:
- Compliance rate of drivers uploading helmet images.
- User reviews of safety and comfort before and after the requirement.
- Changes in ride bookings and retention rates in response to safety improvements.

Additional Metrics to Evaluate Effectiveness:

1. Retention Rates

D1, D7, and D30 retention for users utilizing new features vs. those who don’t.

2. DAU/MAU

Daily and Monthly Active Users to assess overall engagement with the platform.

3. Frequency of Engagement

Average number of rides per user per week/month.

4. Conversion Rates

Track the conversion rate of users from initial app download to regular usage and feature adoption.

5. User Satisfaction and Feedback

Collect user feedback on the new features and their impact on the overall service experience.

6. Impact on LTV

Measure changes in Lifetime Value of users who engage with new features versus those who do not.

7. Driver Metrics

Monitor driver satisfaction and performance metrics related to new feature implementation.

Tracking Suggestions:

Qualitative Metrics:

User Feedback: Gather qualitative feedback through surveys and in-app messaging to understand user perceptions of new features.
Forum Interactions: Track user discussions and sentiment on forums or social media regarding the new features.

Quantitative Metrics:

Feature Usage: Use analytics tools to track how frequently users engage with new features.
Conversion and Retention Rates: Utilize tools like Mixpanel or Amplitude to analyze conversion and retention metrics.
Compliance Tracking: Monitor the compliance rates of drivers with new requirements (e.g., helmet images).