Product Discovery, Market & User

Research- Rapido

This is a group project. Each group is required to submit a single

assignment.

Project Brief:

● You are a PM at Rapido (India’s leading on-demand bike taxi app)

and are in charge of the supply pod.

● As the popularity of bike taxis has risen, local auto rickshaw drivers have
been viewing Rapido as a threat and have been creating friction for new
drivers either by harassing them etc.

● This has led to the supply growth slowing down quarter on quarter.

● Your P0 goal is to figure out how to solve this problem in the short &
medium term.

● With this context, craft the top 5 questions (their follow-up questions)
that you would ask current Rapido drivers in a user research interview.

● Execute the In-depth Interviews (talk to at-least 5 subjects)

● Summarise your insights & inferences supported by direct quotes,

pictures etc from the discussions using below structure :
[1] Research goal

We aim to investigate the challenges and impact of harassment

experienced by Rapido bike taxi drivers from local auto-rickshaw drivers
and assess how this affects driver retention on the platform.

This essential research aims to pinpoint and address specific pain points
related to harassment, understand its detrimental effects on driver
morale and work decisions, and explore effective solutions to mitigate
these issues in the short and medium term. This comprehensive
approach will ensure the continuous growth and retention of our valuable
Rapido drivers.

[1.1] Key interview questions*

Approach - To gain a deep understanding of driver experiences, we've

organised the questions into high-level topics that encompass a wide range of
aspects, such as follows:

Harassment Incidents
Impact & Concerns
Safety Considerations
Desired Support
Rewards & Incentives

Experiences with Auto Rickshaw Drivers -

Question 1 - What challenges do you face from local rickshaw drivers while
working for Rapido?

Followup questions - Can you share a specific incident?

- How frequently do these incidents occur?
Impact on work & Morale -

Question 2 - How have these interactions affected your work or your decision
to continue driving for Rapido?

Followup questions -

- Do you think these negative interactions discourage new drivers from

joining Rapido?
- Has this harassment impacted your work schedule or earnings in any
way?
- Have you considered leaving Rapido due to these issues?

Safety & Support -

Question 3 - What strategies have you developed to avoid or manage conflicts

with auto-rickshaw drivers?
Followup question - How effective have these strategies been?

Question 4 - What support, if any, have you received from Rapido regarding
this issue?
Followup question - What additional support would you like to see from the
company?

Rewards & Incentives -

Question 5 - What motivates you to continue driving for Rapido, and what
factors might lead you to leave?

Followup - Are there any incentives or rewards that keep you engaged?
What improvements would enhance your satisfaction and retention?
CLICK on the MEME below for interview details of Rapido drivers.
[2] Top 10 most relevant insights across all the interviews

1. Prevalence of Harassment - Prevalence of harassment is a common insight

that we have gained from all interviews. The negative interactions and
harassment from auto-rickshaw drivers have made some drivers reconsider
their continuation with Rapido, though financial dependency often overrides
these concerns.

“Seen as a competition - since people avoid long queues and are okay to pay
extra - especially happens in premium locations like local railway stations”

“Was lost for a pickup location - sought help from a local auto driver - he
started cursing saying they have taken away their business - refused to help”

2. Varied Conflict Intensity Across Locations: The level of conflict with

auto-rickshaw drivers varies significantly between cities and even within cities.
Based on our interviews, Kolkata appears to have the highest intensity, while
some drivers in Bangalore and Delhi report fewer issues.
3. Language and Local Identity as Conflict Mitigators: Drivers who are fluent
in the local language or are considered locals, like Kannadigas in Bangalore,
encounter fewer conflicts with auto-rickshaw drivers. This underscores the
significance of cultural integration in mitigating tensions.

“There is no risk until you speak Kannada only threat is for non-Kannadigas”

4. Strategic Conflict Avoidance Techniques: Experienced drivers have

developed a range of constructive strategies to minimise conflicts. These
methods include avoiding high-risk areas, politely asking customers to relocate
from auto stands, and using respectful communication. These strategies are
adapted to local conditions to ensure positive outcomes.

“ We ask the user to walk a significant distance away from the queue to avoid
conflict”.

5. Financial Motivators and Concerns: In all interviews, it was crystal clear that
earnings, incentives, and commission rates are the key factors influencing
driver satisfaction and retention. Numerous drivers voiced their concerns about
excessively high commission rates, challenging incentive criteria, and
unsatisfactory compensation for wait times and traffic delays.

“If ride over 15 km and per 100 rs deduction of 20 rs - also depends on the
location ( can go up to 27 percent max) - for short distances below 15 kms -
deduction 18 percent - frustrating since terms and conditions are difficult to
meet”

“More incentive policies that are practical and doable”

“Not happy about the commissions/ the wait time and traffic time payout on a
ride is the bare minimum”
6. Inadequate Support Systems: Many drivers feel that Rapido's current
support system is insufficient, particularly in addressing safety concerns and
conflict resolution. There's a strong desire for more direct, immediate support
options like dedicated hotlines.

“ 1 call dial to customer support would help”, “direct call to rapido”.

7. Impact of Driver Visibility: The ease of identifying Rapido drivers (e.g yellow
helmets in Hyderabad) can increase the risk of conflicts in some areas,
suggesting a need for more discreet identification methods in high-risk
locations.

8. Location-Based Earnings Disparity: Some drivers need to travel significant

distances to reach areas with more pickup opportunities, affecting their overall
earnings. This suggests a need for a more equitable earnings model that
accounts for these travel times.

9. Flexible Work Arrangements as an Attraction: Drivers appreciate the

flexibility Rapido offers, allowing them to balance driving with other
commitments such as studies, alternate careers, or family responsibilities. This
flexibility is a key factor in driver retention.

10. Varied Impact on New Drivers: While experienced drivers have developed
coping strategies, new drivers may find the challenges more daunting.
However, the quick onboarding process and immediate earning potential of
Rapido continue to attract new drivers despite these challenges.

“sign up and approval process was very quick as compared to OLA/UBER”.

[3] Strategy implications for Rapido

Short-Term Initiatives (0-6 months)

● Enhanced Driver Support System: Implement an in-app reporting

system and dedicated support channels for immediate assistance.
Something like a Direct Hotline and Rapid Response team could be
effective.

● Incentive and Compensation Adjustments:

 Review Incentive Policies: Reassess and redesign incentive structures to
make them more attainable and reflective of the drivers' efforts and
challenges, encouraging better performance and satisfaction.

● New Driver Onboarding: Develop a comprehensive onboarding program

that includes basic conflict resolution training and local area
familiarisation.

● Conflict Management Training: Introduce regular conflict resolution and

stress management training for drivers, equipping them with skills to
handle confrontations with auto-rickshaw drivers calmly and effectively.

Medium-Term Initiatives (6-18 months)

● Awareness campaigns : Run awareness campaigns highlighting the

importance of co-existence and mutual respect between auto-rickshaw
drivers and Rapido drivers, potentially reducing friction.

● Operational Improvements:

Optimised Pickup Locations: Use data analytics to identify and

recommend safer and more convenient pickup/drop-off points.

Real-Time Monitoring: Implement real-time monitoring systems to alert

drivers of high-conflict zones.

● Localised Approach to Conflict Management: Develop city-specific

strategies to address conflicts with auto-rickshaw drivers. This could
involve tailored training programs, local partnerships, and area-specific
operational guidelines.
 Engage with city officials and transport authorities to establish
designated pickup/drop-off points, especially in high-traffic and
high-conflict areas.

● Recognition and Rewards: Create a tiered loyalty program offering

additional benefits and increased support for experienced and
high-performing drivers. Create mechanisms for drivers to regularly
provide feedback and suggestions.

● Community Building and Driver Empowerment: Foster a sense of

community among Rapido drivers through regular meetups, forums, and
a driver advisory board. This can improve morale, facilitate knowledge
sharing, and provide valuable feedback to Rapido.

[4] Potential, research-led product ideas to solve for retention :

1. In-App Harassment Reporting System :

Drivers can directly report harassment incidents through the Rapido app.
The system provides clear options for detailed descriptions, evidence
submission (photos, audio recordings), and location tracking.

Impact :
This feature provides immediate, tangible support to drivers in difficult
situations, which could significantly increase their sense of security and trust in
Rapido.
Provides valuable data for Rapido to identify high-risk areas and track trends.

2. Geofencing System: The proposal involves developing an AI-powered

geofencing system to pinpoint and designate high-risk areas. The system
would then recommend secure pickup/drop-off locations nearby and propose
slightly higher fares for rides in these zones to offset potential risks.

Impact: This directly tackles the primary concern of driver safety and clashes
with auto-rickshaw drivers. It offers a technological solution to a physical
problem, potentially reducing conflicts while also compensating drivers for
operating in riskier areas. This measure could significantly improve driver
confidence and safety, both of which are critical for driver retention.

3. Enhanced Incentive Dashboard:

Transparent Incentive Tracker: Develop a feature within the driver app that
transparently displays incentive progress and achievable targets.
Compensation Tracker: Include a feature that tracks compensation for
canceled rides, providing drivers with real-time updates on their earnings.

Impact: Financial motivators were consistently highlighted as a key factor in

driver satisfaction and retention across all interviews. This model addresses
concerns about fair compensation for challenging conditions (like traffic or
high-risk areas) and could provide more stable and predictable earnings for
drivers, which is crucial for those relying on Rapido as a primary income source.

Created by Sagar, Tarun and Srinivas