Insights
GetirDrive
Insights
GetirDrive
Insights
GetirDrive
Initially, the positive aspect was that we had an entire journey on an active product. It had already gathered plenty of user data for us – total journey time, registration patterns, dropout points, and successful conversion return rates. We examined the user data, but we had to pay attention to our users.
Initially, the positive aspect was that we had an entire journey on an active product. It had already gathered plenty of user data for us – total journey time, registration patterns, dropout points, and successful conversion return rates. We examined the user data, but we had to pay attention to our users.
Initially, the positive aspect was that we had an entire journey on an active product. It had already gathered plenty of user data for us – total journey time, registration patterns, dropout points, and successful conversion return rates. We examined the user data, but we had to pay attention to our users.
Persona
A new user
Interested and open for new solutions
Rents car occasionally but a few days minimum
Scenario
Spots the car on the road
Remembers GetirDrive from somewhere
Get excited to utilize it
Expectations
Start to use the car immediately
Short and easy registration
No need to find a bus or taxi
Action
Task List
Feeling
Improvement Opportunities
Download & Register
Find and download the app
Register with phone number and driver license photo.
Fill the info on the driving license.
Record a video to prove being a real person.
Excited to use the car
Curious
Nervous about the waiting time
Long registration with a lot manual input
Long approval time
Approval & Onboarding
Need to wait and get approval
Get onboarded
Angry for waiting approval too long
Uncertain and nervous - Do not know how long to wait
Manual approval time takes time
No way to speed up the process or take any action
Rent the Car
Decide on the car to rent
Select package
Make Payment
Find the way to open doors and get in the car
Make first checks for damage and tidiness
Still angry to be delayed with registration
Relieved to get into car
Confused with outer damages and inner clean checks
Clean explanation about the damage and cleanliness checks
Skip the check, if checked by a professional
Decrease the number of steps/inputs
Drive
Enjoy the journey
Check passed time if needed
Happy for enjoying the ride
Estimated cost if destination is entered
Park & Leave
Find suitable park areas
Check the mobile app for approved parking areas
Happy for eNervous about finding park areas
Thoughtful whether the spot is ok or not
Still thinkingnjoying the ride
Long time to finish journey
Less pages for damage and cleaning control
Too many forces step
Persona
A new user
Interested and open for new solutions
Rents car occasionally but a few days minimum
Scenario
Spots the car on the road
Remembers GetirDrive from somewhere
Get excited to utilize it
Expectations
Start to use the car immediately
Short and easy registration
No need to find a bus or taxi
Action
Task List
Feeling
Improvement Opportunities
Download & Register
Find and download the app
Register with phone number and driver license photo.
Fill the info on the license.
Record a video to prove being a real person.
Excited to use the car
Curious
Nervous about the waiting time
Long registration with a lot manual input
Long approval time
Approval & Onboarding
Need to wait and get approval
Get onboarded
Angry for waiting approval too long
Uncertain and nervous - Do not know how long to wait
Manual approval time takes time
No way to speed up the process or take any action
Rent the Car
Decide on the car to rent
Select package
Make Payment
Find the way to open doors and get in the car
Make first checks for damage and tidiness
Still angry to be delayed with registration
Relieved to get into car
Confused with outer damages and inner clean checks
Clean explanation about the damage and cleanliness checks
Skip the check, if checked by a professional
Decrease the number of steps/inputs
Drive
Enjoy the journey
Check passed time if needed
Happy for enjoying the ride
Estimated cost if destination is entered
Park & Leave
Find suitable park areas
Check the mobile app for approved parking areas
Happy for eNervous about finding park areas
Thoughtful whether the spot is ok or not
Still thinkingnjoying the ride
Long time to finish journey
Less pages for damage and cleaning control
Too many forces step
Persona
A new user
Interested and open for new solutions
Rents car occasionally but a few days minimum
Scenario
Spots the car on the road
Remembers GetirDrive from somewhere
Get excited to utilize it
Expectations
Start to use the car immediately
Short and easy registration
No need to find a bus or taxi
Action
Task List
Feeling
Improvement Opportunities
Download & Register
Find and download the app
Register with phone number and driver license photo.
Fill the info on the license.
Record a video to prove being a real person.
Excited to use the car
Curious
Nervous about the waiting time
Long registration with a lot manual input
Long approval time
Approval & Onboarding
Need to wait and get approval
Get onboarded
Angry for waiting approval too long
Uncertain and nervous - Do not know how long to wait
Manual approval time takes time
No way to speed up the process or take any action
Rent the Car
Decide on the car to rent
Select package
Make Payment
Find the way to open doors and get in the car
Make first checks for damage and tidiness
Still angry to be delayed with registration
Relieved to get into car
Confused with outer damages and inner clean checks
Clean explanation about the damage and cleanliness checks
Skip the check, if checked by a professional
Decrease the number of steps/inputs
Drive
Enjoy the journey
Check passed time if needed
Happy for enjoying the ride
Estimated cost if destination is entered
Park & Leave
Find suitable park areas
Check the mobile app for approved parking areas
Happy for eNervous about finding park areas
Thoughtful whether the spot is ok or not
Still thinkingnjoying the ride
Long time to finish journey
Less pages for damage and cleaning control
Too many forces step
We carried out several brief one-on-one meetings with a mix of existing and new users to hear their opinions and comprehend their emotions throughout the journey.
I experienced a positive feeling during these sessions as the users were enthusiastic and receptive towards us. They clearly understood that the critical feedback was not directed at us, but to enhance the product. After analyzing the user information and working closely with business leaders, we reached these conclusions.
Conversion rate of new users is low
Most of registered users have not done any rental
Return rate of a successful conversion is under expectations
We carried out several brief one-on-one meetings with a mix of existing and new users to hear their opinions and comprehend their emotions throughout the journey.
I experienced a positive feeling during these sessions as the users were enthusiastic and receptive towards us. They clearly understood that the critical feedback was not directed at us, but to enhance the product. After analyzing the user information and working closely with business leaders, we reached these conclusions.
Conversion rate of new users is low
Most of registered users have not done any rental
Return rate of a successful conversion is under expectations
We carried out several brief one-on-one meetings with a mix of existing and new users to hear their opinions and comprehend their emotions throughout the journey.
I experienced a positive feeling during these sessions as the users were enthusiastic and receptive towards us. They clearly understood that the critical feedback was not directed at us, but to enhance the product. After analyzing the user information and working closely with business leaders, we reached these conclusions.
Conversion rate of new users is low
Most of registered users have not done any rental
Return rate of a successful conversion is under expectations
BEGINNING OF THE JOURNEY
A significant issue is that registered users haven't engaged in the product and done any renting. It's evident that users are interested in the product, as they download the app and sign up. However, they don't follow through and complete their journey. Are the obstacles price-related, system errors, or unforeseen interruptions? To comprehend this, we carried out a behavioral mapping with several prospective users.
BEGINNING OF THE JOURNEY
A significant issue is that registered users haven't engaged in the product and done any renting. It's evident that users are interested in the product, as they download the app and sign up. However, they don't follow through and complete their journey. Are the obstacles price-related, system errors, or unforeseen interruptions? To comprehend this, we carried out a behavioral mapping with several prospective users.
BEGINNING OF THE JOURNEY
A significant issue is that registered users haven't engaged in the product and done any renting. It's evident that users are interested in the product, as they download the app and sign up. However, they don't follow through and complete their journey. Are the obstacles price-related, system errors, or unforeseen interruptions? To comprehend this, we carried out a behavioral mapping with several prospective users.
Behavioral Map
Behavioral MAP, also known as the Fogg Behavioral Model, is a super helpful method for analyzing the effects of individual steps on a desired action.
Seeing that we had a problem at the beginning of the journey, we wanted to understand what makes users leave and never come back. You can see the steps in the eyes of an individual user.
Ability
Motivation
Haluk, our prospective user, is seeking a car rental. He's nearing the activation threshold. His motivation is strong due to:
Recalling the app
Spotting an available car
Eager to avoid any taxi-related issues
Find the app on the store and downloads it.
Waiting hurts motivation a little
Opens the app and sees the registration steps.
Social logins are not present
Still, close to the action line
Registration takes a while, asking video recording and driver license photo. Also ask for manual input of the information on the license.
Too many tasks to complete, time is ticking
Registration is completed but he need to wait to get approved, around 1 hour...
He can’t wait, he needs that car at that moment
Lost both ability and motivation
Behavioral Map
Behavioral MAP, also known as the Fogg Behavioral Model, is a super helpful method for analyzing the effects of individual steps on a desired action.
Seeing that we had a problem at the beginning of the journey, we wanted to understand what makes users leave and never come back. You can see the steps in the eyes of an individual user.
Ability
Motivation
Haluk, our prospective user, is seeking a car rental. He's nearing the activation threshold. His motivation is strong due to:
Recalling the app
Spotting an available car
Eager to avoid any taxi-related issues
Find the app on the store and downloads it.
Waiting hurts motivation a little
Opens the app and sees the registration steps.
Social logins are not present
Still, close to the action line
Registration takes a while, asking video recording and driver license photo. Also ask for manual input of the information on the license.
Too many tasks to complete, time is ticking
Registration is completed but he need to wait to get approved, around 1 hour...
He can’t wait, he needs that car at that moment
Lost both ability and motivation
Behavioral Map
Behavioral MAP, also known as the Fogg Behavioral Model, is a super helpful method for analyzing the effects of individual steps on a desired action.
Seeing that we had a problem at the beginning of the journey, we wanted to understand what makes users leave and never come back. You can see the steps in the eyes of an individual user.
Ability
Motivation
Haluk, our prospective user, is seeking a car rental. He's nearing the activation threshold. His motivation is strong due to:
Recalling the app
Spotting an available car
Eager to avoid any taxi-related issues
Find the app on the store and downloads it.
Waiting hurts motivation a little
Opens the app and sees the registration steps.
Social logins are not present
Still, close to the action line
Registration takes a while, asking video recording and driver license photo. Also ask for manual input of the information on the license.
Too many tasks to complete, time is ticking
Registration is completed but he need to wait to get approved, around 1 hour...
He can’t wait, he needs that car at that moment
Lost both ability and motivation
Leaving a user with such disappointment results in users who are completely gone and resentful. The list we created to solve this issue is:
Easier Login Options
Loyal User Privileges
Image Recognition
Active Onboarding
Leaving a user with such disappointment results in users who are completely gone and resentful. The list we created to solve this issue is:
Easier Login Options
Loyal User Privileges
Image Recognition
Active Onboarding
Leaving a user with such disappointment results in users who are completely gone and resentful. The list we created to solve this issue is:
Easier Login Options
Loyal User Privileges
Image Recognition
Active Onboarding
ENDING OF THE JOURNEY
The second major problem is that successful conversions do not repeat for most of our users. They use the product once and leave for good, which no one wants. We all know that thanks to the serial position effect, first and last memories are remembered best. Our users do not leave the journey fully satisfied. Something is off.
Serial position effect: This is a cognitive bias where people tend to remember the first and last items in a list more than the items in the middle. This is why it is important to make sure that the first and last interactions with a product are positive.
To find this we conducted user interviews and usability tests to listen to them and observe their interactions. We found that they needed to take many actions to complete the journey. Giving inputs for each control item, repeatedly taking photos of the car, and having to rate the experience rather than preferring to do it. They completed their own goal and reached their destination. And we should not keep them any longer than necessary.
The solutions for the off-boarding are:
Less inputs for controls
Practical photo flow
Do not force, keep optional
ENDING OF THE JOURNEY
The second major problem is that successful conversions do not repeat for most of our users. They use the product once and leave for good, which no one wants. We all know that thanks to the serial position effect, first and last memories are remembered best. Our users do not leave the journey fully satisfied. Something is off.
Serial position effect: This is a cognitive bias where people tend to remember the first and last items in a list more than the items in the middle. This is why it is important to make sure that the first and last interactions with a product are positive.
To find this we conducted user interviews and usability tests to listen to them and observe their interactions. We found that they needed to take many actions to complete the journey. Giving inputs for each control item, repeatedly taking photos of the car, and having to rate the experience rather than preferring to do it. They completed their own goal and reached their destination. And we should not keep them any longer than necessary.
The solutions for the off-boarding are:
Less inputs for controls
Practical photo flow
Do not force, keep optional
ENDING OF THE JOURNEY
The second major problem is that successful conversions do not repeat for most of our users. They use the product once and leave for good, which no one wants. We all know that thanks to the serial position effect, first and last memories are remembered best. Our users do not leave the journey fully satisfied. Something is off.
Serial position effect: This is a cognitive bias where people tend to remember the first and last items in a list more than the items in the middle. This is why it is important to make sure that the first and last interactions with a product are positive.
To find this we conducted user interviews and usability tests to listen to them and observe their interactions. We found that they needed to take many actions to complete the journey. Giving inputs for each control item, repeatedly taking photos of the car, and having to rate the experience rather than preferring to do it. They completed their own goal and reached their destination. And we should not keep them any longer than necessary.
The solutions for the off-boarding are:
Less inputs for controls
Practical photo flow
Do not force, keep optional
Erdem Ülker
Senior Product Designer based in İstanbul, Turkey
Erdem Ülker
Senior Product Designer based in İstanbul, Turkey
Erdem Ülker
Senior Product Designer based in İstanbul, Turkey