Our drivers are at the very heart of Grab - without our drivers, there would be no Grab. However, through town halls and Grab-a-Drink sessions with our drivers, many have lamented that they do not feel valued and respected by Grab and the passengers. They do not have visibility when their ratings drop, and feel anxious and maligned, especially when they believe they have done their best in serving the passengers. The driver profile was thus conceptualised, in a bid to help improve recognition in drivers, improve driver quality, as well as increase driver retention.
The pain points the driver profile seeks to solve are:
1. Improve the trust drivers have in Grab, via tracking NPS (Net Promoter Score). NPS on corporate reputation in Q4'18 was -49 in Singapore, because "Drivers not being treated as partners"
2. Increase visibility drivers have in their ratings, which was a top 10 requested feature by Indonesian drivers
3. Increase empathy between passengers and drivers, via tracking NPS. NPS in Q4'18 were in the red, with 69% of Indonesian 4-wheel drivers calling out negative passenger behaviours, for instance
The approach to these pain points is two pronged, as we understand the need to not only serve our driver-partners, but also to increase empathy in the passengers for our drivers. In other words, not only do we need to reduce the pain points for our drivers, we will also humanise the drivers on the passenger app.
Prior to the driver profile project, there was an existing profile, although from conversations with our drivers, we found out that it serves more as a settings page than a page that the drivers feel belong to them. Hence, it was high time to relook the driver profile - with an entry to the settings page - as the existing page serves no additional purpose than a holding page for settings, especially with the NPS in the red.
Before we started the project, I did competitor analysis and held an ideation workshop. From the workshop, I defined 3 design principles for the driver profile project. They are:
1. Transparency, to build trust
2. Encouragement first, behavioural change later
3. Nothing monetary
The reason I emphasised on having nothing monetary in discussions over the course of designing the driver profile is because today, the drivers are already keeping track of their incentives, missions and earnings on a daily basis. I do not want driver profile to be an additional load, and I envision driver profile to be a page where the drivers can relax in and claim as theirs post-driving.
This is the first fold of the driver profile page. The entry point to settings have been moved to the top right corner, a decision made after user testing as drivers could easily locate it.
In line with design principle 1: transparency, to build trust, a ratings breakdown feature will be in place. This is a new feature in the driver app, and aims to help drivers understand why their ratings have fallen or risen.
However, transparency is a spectrum, and even in the name of transparency we must not compromise the safety of passengers. As such, ratings breakdown will only be updated every 12 hourly, to prevent situations where drivers can identify which passengers gave them 1-star ratings immediately after dropping said passenger off.
Similarly, in line with design principle 2: encouragement before behavioural change, the achievement tab is the default tab, ie it is shown before the improvements tab. The reason for that is because we want the drivers to feel appreciated by the passengers, while we do acknowledge the possibility that there might be room for improvement.
Under the achievement tabs, the driver can see the badges he has earned, positive feedback from passengers, and a monthly summary of the trips he has driven. Passengers, upon rating a trip 5 stars, will be prompted to award a badge and write positive feedback thanking their drivers, which will then be funnelled into driver profile.
The decision to group positive feedback and badges together was made after user-testing. Drivers view feedback and badges as one unit, and wanted to see what aspect of the trip the passengers are thanking them for.
However, we acknowledge that sometimes, the onus lies on the driver when ratings fall. For example, the driver took one too many sharp turns, which endangered the passenger's safety. In situations like this, the improvement tab serves to function as training for self-improvement.
Training modules will surface when a certain number of passengers raise a concern regarding an aspect in the trip over the course of a week. Passengers can raise said concerns when they rate a trip 1 to 4 stars. I made sure to reassure the drivers that this will not be shown to passengers, as the drivers were anxious during user-testing to not show their passengers any negative aspects.
Driver profile went through many iterations, with the help of design critique and user testing sessions.
Driver profile has launched 100% regionally on the driver app on 3 June 2019.
This is a screenshot showing drivers' sentiments, taken from a ride-hailing driver Facebook group.
We acknowledge that work needs to be done in tandem on the passenger app, to humanise the drivers with the passengers so that they would be kinder to drivers. This would help increase the NPS for drivers, especially when it comes to the concern of drivers not feeling rightly treated by passengers. As such, driver profile will also be shown when a driver has been allocated to a passenger upon booking. While design work has started and is being finalised, it has not been launched at this point of writing. I will update this page with the designs when it does.