ride-share driver research.
A General Motors sponsored project focused on using a multitude of design research methods to glean insights from ride-share drivers, which could lead to possible improvements in the industry.
Role: Design Researcher, Interviewer, Presenter. Duration: 5 weeks.
Team: Nicolette Wendell, Cameron Ragan, Ethan Harrington.
initial research
To begin, my team and I sought to understand the ride-share industry. We looked at the typical demographic of ride-share users and drivers through internet analysis, read about the history of the industry itself, and learned about the structures of companies such as Uber and Lyft. With our findings, we used mapping techniques to solidify our understanding of the material and derive directions to look into.
sequence model
The Sequence model helped us determine the day-to-day timeline of a ride-share driver, and to pinpoint all possible interactions and decisions to help solidify needs.
SMART goals
The SMART Goals exercise helped us break down what success is defined as in regards to ride-drivers. We identified clear indicators of when a goal is achieved as well a value metric.
types of drivers
Creating Personas helped us to categorize the types of ride-share drivers, as their initial needs and experiences might differ.
Beginner or "First-time" Drivers
have not driven professionally before, are seeking an income from a new outlet, and are more likely starting part time.
Transition Drivers
usually going through a rough path, work typically full-time with over 40 hrs a week, and looking for a fresh opportunity
Veteran Drivers
spent 3 years or more driving professionally, are disciplined in their approach, and are usually former taxi drivers
Supplemental Drivers
seek the flexibility of working rideshare, drive to maintain financial stability, and earn additional income at own pace
Pocket Money Drivers
constantly change their level of commitment, work without real obligation, and income does not affect livelihood
"Uberpreneur"
uses rideshare as a way of promotion as their car is a venue for their own small business
moving forward
From our research, My team and I hypothesized the needs that a typical ride-share driver may have. We then framed our interview questions to either confirm the data of prior research or to fill in gaps in our understanding.
need hypothesis
interviews
Our team interviewed two individuals, Ryan and Martin, who were prior rideshare drivers.
Due to COVID-19 restrictions, we were able to interview these two men through personal team connections.
interview guide
What motivates someone to become a rideshare driver?
What kind of training do drivers receive, if any?
Were there any situations that you were not prepared for that you felt like would have been easier if you had training?
Why do drivers choose to work for one service over another?
Do investments in cleaner/nicer cars or refreshments correlate to better pay?
What do drivers enjoy about the job?/ What keeps them from moving on to other gigs?
What do drivers dislike about the job?/ What makes them seek other jobs?
What other jobs do drivers work while driving?
How do drivers strategize picking up passengers and making the maximum profit?
What kinds of goals or expectations did you set for yourself when you first started driving?
Did those goals change as you gained experience? (If so, how?)
What would you say makes a successful ride/trip?
What do you think are the most important qualities for a driver to have?
insights
Our prior research combined with the interview data led to insights about drivers in the ride-share industry.
reasons to drive
responsibilities
need hierarchy
As the fulfillment of higher needs became irrelevant/not possible, the desire and reward of work decreased. The effort put in eventually did not match the gain, and our interviewees quit driving for ride-share companies.
qualities of an "expert" driver
As we continued to analyze data, it became clear that a ride-share driver's role extended beyond simply escorting passengers.
An "expert driver" moves beyond the role of transporting a passenger from point A to point B. An expert driver is acutely aware of their own explicit needs and limitations in order to balance their many roles, wear their many hats, and provide their best service to their passengers.
video presentation
Our team summarized and defined our research in a 10 minute presentation. Feel free to view below.
future application
As ride-share is becoming common practice, how can the role of a ride-share driver be defined through design?
Designs should consider the social interaction, level of service, and interpersonal connections a ride-share driver is able to offer.
Future design applications may consider the following:
How can we best equip both drivers and passengers with realistic expectations for the ride-share experience?
How will the dynamic change with a self-driving vehicle?