Careem Captain Mobile App - Quality Scorecard
Careem is known for being a popular ride hailing app worldwide, and while that is true, the Captain or the rider application is what drives the business and is used by the people who are picking people on a daily basis.
As an extension of the blocking mechanism, Captains need a matrix to ensure they are aware of all the different KPIs that Careem measures their performance on.
Problem Statement
How might we provide captains with clear and transparent performance feedback, along with advance warnings, so they can understand Careem’s quality expectations and take necessary actions to improve their performance and avoid penalties?
User Research
I conducted primary and secondary research by interviewing Careem Captains and making a mood board to understand what are the current standards for such an experience. The interviews, conducted via Zoom as remote user testing, included participants from Pakistan, Egypt, KSA, and UAE.
Qualitative Interviews
Group A
Group B
Group C“I am a Captain trying to review my earnings breakdown and learn how to earn more with my trips but I am not able to get a clear understanding of that which makes me feel demotivated.”
“As a Captain, I want to improve my ratings but I don’t know what I can do to make my ratings better because I don’t know what caused them to get low in the first place which makes me confused.”
“As a Captain, I want to set targets and be aware of my performance so I can feel more motivated but my KPIs are scattered in the app and I cannot find them easily which confuses me.”
Insights
1 Awareness and Monitoring
Lack of awareness that Careem is monitoring performance until someone gets blocked
2 Policy Understanding
Lack of clarity on Careem policies
3 Continuous Improvement
Lack of continuous learning for improvement of performance
4 Positive Feedback
Lack of clarity on areas where they are doing good
Categorized Findings for Users and Business
Insights from the users and business divided into categories for better understanding the underlying problem before jumping to solutions:
Secondary Research: Competitive Analysis Chart
We constructed a comprehensive competitive analysis chart to gain a clearer understanding of how our competitors measure the performance and success of their users. This involved identifying key competitors and meticulously researching their user performance metrics, feedback mechanisms, and success criteria. By compiling and comparing these data points, we were able to highlight best practices, identify gaps in our own measurement approaches, and uncover new opportunities for improvement. This chart provided a visual and analytical framework that informed our strategy for enhancing user performance and satisfaction.
Proposed High Level User Flows
I worked on two user flows or site maps to determine the entry points for the quality score card and how a user will be able to navigate through the entire flow easily.
Finalized User Flow
After multiple sessions with Product Managers, Product Owner and fellow designers, we came to a conclusion on a finalized user flow which would become the best way to introduce the new quality scorecard to the users.
Low Fidelity Wireframes
I developed multiple low-fidelity wireframes to explore various design possibilities and iterated on them based on initial feedback. Throughout this process, I actively collaborated with key stakeholders, including product managers and fellow designers, to ensure that all perspectives and requirements were considered. We held regular brainstorming sessions and review meetings, where we discussed and refined the wireframes, aligning them with our overall product goals and user needs. This collaborative approach enabled us to finalize a cohesive design strategy, ensuring that the final designs were both user-centric and aligned with business objectives.
Final Design
Usability Testing Results
After designing, I tested the designs across the different regions and received the following feedback.
7/8 captains across different markets understand the new captain quality scorecard experience and appreciate the changes
8/8 captains understand what their overall performance is
6/8 captains understand that all these categories affect the overall performance