Onboarding project | Rapido

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Let's begin with some history

Rapido is a ride-hailing service that operates primarily in the 2-wheeler segment. They started with bikes, as they realized that with increasing population density, there would be more traffic, and hence bikes would be needed as more efficient and cheaper alternatives. Since then, Rapido has expanded to over 100 cities, competing with the likes of Uber, Ola, and others.. Within last 4 years, post-COVID era, they expanded their service to autos, and now to cabs and parcels as well.

Website

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Something worthy to note:

Over 90% of the sample learnt about the product through word of mouth.

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The bike taxi market has grown massively, building trust in consumers. One could not imagine that it could work in India considering how people assumed safety concerns - higher chances of accidents, and female sitting behind a stranger.

Rapido had to build a lot of trust in the minds of consumers. Interestingly, with the limited sample set taken, this was the result:

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Rapido has been able to change consumers' mindsets about using bike taxis as a service, and today, it stands bold with 50M+ app downloads.

Ideal Customer Profile (ICP)​

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Define user goals and JTBD

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As per user feedback, if the app charges higher prices and has problems with the availability of the ride, will increase the chances for the user to delete the application.

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Do user research to validate or invalidate these goals

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Onboarding Teardown

GX Onboarding_ Rapido.pdf

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Defining your Activation Metric

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Hypothesis 1: Completion of 2 rides in 15 days

Reasoning:

1. Completion of a ride convinces the user of:
2. 1. The ride experience with Rapido
   2. Builds confidence regarding safety
   3. Experiences the ride's efficiency in reaching the destination, especially with 2wheelers and auto
3. Good ride experience will push user to be retained and refer to others, gaining the loyalty of the user.
4. Most users are using Rapido, few times a month.
5. Different hypothesis can be created and tested using data

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Hypothesis 2: Booked a ride 2 times in 15 days

Reasoning:

1. User research shares that the availability of vehicle is critical for the user to trigger that 'aha moment'. They might end up cancelling for a reason, but the action of booking is critical to retain them.
2. This reflects that the user is convinced with the key offers, which is aligned with the JTBDs defined for them.

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Hypothesis 3: Search destination 5 times in 15 days

Reasoning:

1. High search intent reflects that the user is interested in the offerings.
2. Recurring behaviour guides that their experience is positive and we need to fulfil on the JTBDs better.

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Metrics to Track

Qualitative

1. NPS - see if users JTBDs are being fulfilled or not
2. Review on safety - to evaluate if the users are feeling safe with the drivers
3. Reviews on pre/during/post ride experience - to see if drivers are creating any issues for the user or not

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Quantitative

1. Time to login (top verification process) - to evaluate if the users not facing hindrance at the time of login itself
2. No. of users allowing for permissions asked for - how many customers are trust the service
3. No. of users clicking on the location searched result - evaluate if the maps are working or if there is any friction
4. Users booking the ride - evaluate if there is a drop in booked rice, to see if the pricing or any other service at a time of day is not working for the,
5. Average time from booking to confirmation - evaluate supply health
6. Average time from confirmation to arrival - evaluate pickup location accuracy
7. Rides completed per day - overall business health
8. Ride cancellation rate (at user and driver levels) - evaluate basis reasons selected and resolve them
9. No. of calls made to the captain - see if driver is actually reaching the desired location or the map location was entered wrongly, or confirming if the captain is coming or not
10. No. of safety toolkit actions taken - to minimize emergencies for the business and to instill more trust in the users

Thanks for sparing some time to go through this!

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