Context
As a uber driver myself, I did
As a uber driver myself, I did
800+
800+
Trips
Trips
50+
50+
Driver interactions
Driver interactions
I uncovered major insights like
I uncovered major insights like
Lower earnings,
Lower earnings,
High idle times and much more
High idle times and much more
And then, my mission became to
And then, my mission became to
Serve the driver community better
Serve the driver community better
I drove Uber for 1.5 years in Toronto, Canada which significantly helped me become more mature towards problems of gig workers
I drove Uber for 1.5 years in Toronto, Canada which significantly helped me become more mature towards problems of gig workers
Quick summary
Quick summary
The problem
The problem
Bussiness + User
Bussiness + User
How can we design a heatmap that visualizes demand patterns by time of day, enabling drivers to identify high-demand areas and plan their routes effectively, reducing idle time and maximizing earning potential?
How can we design a heatmap that visualizes demand patterns by time of day, enabling drivers to identify high-demand areas and plan their routes effectively, reducing idle time and maximizing earning potential?
KPIs
KPIs
Driver earnings, Avg Idle time, NPS
Driver earnings, Avg Idle time, NPS
Final solution & it’s assumed impact
Final solution & it’s assumed impact
Prediction of the demand in the form of a heat-map via which drivers can plan their routes and times
Prediction of the demand in the form of a heat-map via which drivers can plan their routes and times
01
01
Will reduce idle ride times
Will reduce idle ride times
02
02
Will improve earnings (Driver + Uber)
Will improve earnings (Driver + Uber)
03
03
Will increase driver NPS
Will increase driver NPS
Before and after
Before and after
Before
After
Research conducted among 30 drivers
Research conducted among 30 drivers
I conducted a survey among fellow drivers through WhatsApp and in-person interviews
I conducted a survey among fellow drivers through WhatsApp and in-person interviews
Q
Q
How do you plan your day as a driver?
How do you plan your day as a driver?
Q
Q
Where do you go when you don’t have rides?
Where do you go when you don’t have rides?
Q
Q
What’s your earning strategy?
What’s your earning strategy?
Q
Q
What do you think about airport rides?
What do you think about airport rides?
Q
Q
Do you prefer short or long rides?
Do you prefer short or long rides?
Q
Q
What are your thoughts on quests or promotions?
What are your thoughts on quests or promotions?
Q
Q
What has been your experience with good vs. bad riders?
What has been your experience with good vs. bad riders?
Q
Q
Can you detail your monthly earnings and fuel consumption along with other service costs?
Can you detail your monthly earnings and fuel consumption along with other service costs?
Q
Q
What are your experiences with EV earnings?
What are your experiences with EV earnings?
After listening to their insights, I analyzed and categorized their feedback into specific problem areas to better understand and address their challenges
After listening to their insights, I analyzed and categorized their feedback into specific problem areas to better understand and address their challenges
Research findings
Research findings
Idle times
Idle times
60% of drivers reported experiencing high idle times, averaging over 45 minutes without rides
60% of drivers reported experiencing high idle times, averaging over 45 minutes without rides
Average shift
Average shift
Drivers typically work an average shift of 8.5 hours per day
Drivers typically work an average shift of 8.5 hours per day
Demand Areas
Demand Areas
In the Toronto region, there are only three high-demand areas: the Airport, CN Tower, and Yorkdale Shopping Mall
In the Toronto region, there are only three high-demand areas: the Airport, CN Tower, and Yorkdale Shopping Mall
Earnings
Earnings
60% indicated that their daily earnings fell below the minimum hourly wage of CAD 16.5
60% indicated that their daily earnings fell below the minimum hourly wage of CAD 16.5
Fuel costs
Fuel costs
Drivers incur fuel expenses ranging from $30 to $90 for every $100 to $300 earned
Drivers incur fuel expenses ranging from $30 to $90 for every $100 to $300 earned
EV Challenges
EV Challenges
While EVs have higher short ride volumes, their earnings are comparable to petrol vehicles despite a $2 surcharge per ride.
Additionally, charging times and costs can be a burden
While EVs have higher short ride volumes, their earnings are comparable to petrol vehicles despite a $2 surcharge per ride.
Additionally, charging times and costs can be a burden
Ride frequency
Ride frequency
Long rides (>30 mins)
Long rides (>30 mins)
Approximately 1-2 per week during an 8-hour shift
Approximately 1-2 per week during an 8-hour shift
Medium rides (10-30 mins)
Medium rides (10-30 mins)
About 2 per day during an 8-hour shift
About 2 per day during an 8-hour shift
Short rides (<10 mins)
Short rides (<10 mins)
About 5 per day during an 8-hour shift
About 5 per day during an 8-hour shift
Financial Overview
Financial Overview
Monthly Earnings
Monthly Earnings
Approximately $4,000
Approximately $4,000
Expenses
Expenses
Around $1,230
Around $1,230
Net Profit
Net Profit
Roughly $2,770 per month
Roughly $2,770 per month
Effective Hourly Rate
Effective Hourly Rate
~$11/hour based on 250 working hours
~$11/hour based on 250 working hours
Identifying root causes
Identifying root causes
Making sense of all the above problems and identifying the root cause
Making sense of all the above problems and identifying the root cause
Limited high demand areas
Drivers spending up to 2 hours waiting for a single ride in a single area
Drivers don’t know how to find other demand areas
Limited high demand areas
Drivers spending up to 2 hours waiting for a single ride in a single area
Drivers don’t know how to find other demand areas
Limited high demand areas
Drivers spending up to 2 hours waiting for a single ride in a single area
Drivers don’t know how to find other demand areas
Increased idle times
Average idle time > 45 mins
Almost 1.5 rides per hour
Hourly earnings estimate is $12/hr
Increased idle times
Average idle time > 45 mins
Almost 1.5 rides per hour
Hourly earnings estimate is $12/hr
Increased idle times
Average idle time > 45 mins
Almost 1.5 rides per hour
Hourly earnings estimate is $12/hr
High competition at demand areas
Limited opportunities
Short rides and their low frequency
No incoming request of high earning rides
High competition at demand areas
Limited opportunities
Short rides and their low frequency
No incoming request of high earning rides
High competition at demand areas
Limited opportunities
Short rides and their low frequency
No incoming request of high earning rides
Increased fuel costs
50% of the fuel is getting used in being idle
Powering up heater/AC to maintain comfort
Navigating unknown routes in pursuit of rides
Increased fuel costs
50% of the fuel is getting used in being idle
Powering up heater/AC to maintain comfort
Navigating unknown routes in pursuit of rides
Increased fuel costs
50% of the fuel is getting used in being idle
Powering up heater/AC to maintain comfort
Navigating unknown routes in pursuit of rides
Conclusion
Conclusion
Limited no. of demand areas and low awareness of new demand areas increases driver competition in specific locations which results in high supply of drivers leading to lesser no. of rides and increased idle times. This increased idle time significantly increases fuel costs and reduces driver potential to earn more money.
Limited no. of demand areas and low awareness of new demand areas increases driver competition in specific locations which results in high supply of drivers leading to lesser no. of rides and increased idle times. This increased idle time significantly increases fuel costs and reduces driver potential to earn more money.
How might we design a solution which increases awareness and visibility of unknown demand areas so that it reduces idle times and improves potential earnings for a driver?
Brainstorming potential solutions
Brainstorming potential solutions
Drivers face significant challenges that impact their earnings and satisfaction:
Drivers face significant challenges that impact their earnings and satisfaction:
Predictive demand heatmap
Displays high-demand areas as heat-maps based on real-time & historical data
Driver can interact and visualize areas with potential future demands
See demands based on specific time of the a particular day
Predictive demand heatmap
Displays high-demand areas as heat-maps based on real-time & historical data
Driver can interact and visualize areas with potential future demands
See demands based on specific time of the a particular day
Predictive demand heatmap
Displays high-demand areas as heat-maps based on real-time & historical data
Driver can interact and visualize areas with potential future demands
See demands based on specific time of the a particular day
Automatic route suggestions near any hotspots
Suggest routes to nearby potential areas
Gives easy access location to stop by and wait for rides
Offers limited view of whole region
Driver is restricted to nearby proximity of a demand area
Nearby demand area suggestions will come as a surprise and will not build a memory hotspot
Automatic route suggestions near any hotspots
Suggest routes to nearby potential areas
Gives easy access location to stop by and wait for rides
Offers limited view of whole region
Driver is restricted to nearby proximity of a demand area
Nearby demand area suggestions will come as a surprise and will not build a memory hotspot
Automatic route suggestions near any hotspots
Suggest routes to nearby potential areas
Gives easy access location to stop by and wait for rides
Offers limited view of whole region
Driver is restricted to nearby proximity of a demand area
Nearby demand area suggestions will come as a surprise and will not build a memory hotspot
Idle time tracker
Tracks idle time of a driver
Notifies to move, when idle time > 5 mins
No visibility of a hot spot
Idle time tracker
Tracks idle time of a driver
Notifies to move, when idle time > 5 mins
No visibility of a hot spot
Idle time tracker
Tracks idle time of a driver
Notifies to move, when idle time > 5 mins
No visibility of a hot spot
Shift planner based on high demand times
Offers time with highest demand
Driver can start their shift at those times
No visibility of hot spots
High competition, since all the drivers will get same time shift, possibly
Shift planner based on high demand times
Offers time with highest demand
Driver can start their shift at those times
No visibility of hot spots
High competition, since all the drivers will get same time shift, possibly
Shift planner based on high demand times
Offers time with highest demand
Driver can start their shift at those times
No visibility of hot spots
High competition, since all the drivers will get same time shift, possibly
Approach which covers all the touch points
Approach which covers all the touch points
Predictive demand heatmap
Predictive demand heatmap
Shift planner
Shift planner
Shift planner + demand heatmap
Displays high-demand areas as heat-maps based on real-time & historical data
Driver can interact and visualize areas with potential future demands
See demands based on specific time of the a particular day
Driver can start their shift at those times
Shift planner + demand heatmap
Displays high-demand areas as heat-maps based on real-time & historical data
Driver can interact and visualize areas with potential future demands
See demands based on specific time of the a particular day
Driver can start their shift at those times
Shift planner + demand heatmap
Displays high-demand areas as heat-maps based on real-time & historical data
Driver can interact and visualize areas with potential future demands
See demands based on specific time of the a particular day
Driver can start their shift at those times
How can we design a heatmap that visualizes demand patterns by time of day, enabling drivers to identify high-demand areas and plan their routes effectively, reducing idle time and maximizing earning potential?
Existing solution
Existing solution
Although Uber provides a region maps to highlight demand areas, it comes with several limitations. In the interview, drivers have specifically pointed out these issues when asked about the usability and effectiveness of the feature.
Although Uber provides a region maps to highlight demand areas, it comes with several limitations. In the interview, drivers have specifically pointed out these issues when asked about the usability and effectiveness of the feature.
Analysis of existing solution
Analysis of existing solution
Possible assumptions
Possible assumptions
Drivers will actively use the heat-map feature to plan their shifts effectively
Sufficient historical data exists to create accurate demand forecasts.
Infrastructure can support real-time data processing without delays
Technical Constraints
Technical Constraints
Demand prediction models like UberNet can be used to forecast demands. Need to be reliable
Access to historical datasets related to ride requests and geographic trends is needed which might slow down the data fetching
Wire-framing
Wire-framing
A quick rough diagram of how I was imagining this thing
A quick rough diagram of how I was imagining this thing
Final designs
Final designs
Demand delta wrt time change
In dept region analysis based on time
Marking hotspots and planning the route
Checking all saved routes
Tested with 3 drivers, received a good feedback
Tested with 3 drivers, received a good feedback
While the larger impact will be seen after it has been tested with some user base, but looking as per driver needs, it looks promising.
While the larger impact will be seen after it has been tested with some user base, but looking as per driver needs, it looks promising.
The bottom time slider has some learning curve to adjust, but it’s usable after using for some time
The bottom time slider has some learning curve to adjust, but it’s usable after using for some time
The bottom time slider has some learning curve to adjust, but it’s usable after using for some time
Drivers looked amazed when they thought that they can check the average earnings throughout
Drivers looked amazed when they thought that they can check the average earnings throughout
Drivers looked amazed when they thought that they can check the average earnings throughout
They can’t move the map due to prototyping limitation
They can’t move the map due to prototyping limitation
They can’t move the map due to prototyping limitation
Got the overall context of checking and marking hotspots w.r.t to time
Got the overall context of checking and marking hotspots w.r.t to time
Got the overall context of checking and marking hotspots w.r.t to time
All drivers didn’t started the routes after planning it, which might indicate - 1. Starting CTA is not visible, which i highly doubt. 2. They see hotspots as FYI stuff to help them earn enough to complete their current day and not plan for other days in advance, which will need slightly extra effort
All drivers didn’t started the routes after planning it, which might indicate - 1. Starting CTA is not visible, which i highly doubt. 2. They see hotspots as FYI stuff to help them earn enough to complete their current day and not plan for other days in advance, which will need slightly extra effort
All drivers didn’t started the routes after planning it, which might indicate - 1. Starting CTA is not visible, which i highly doubt. 2. They see hotspots as FYI stuff to help them earn enough to complete their current day and not plan for other days in advance, which will need slightly extra effort
Possible impact
Possible impact
The true impact of this initiative will become clear once Uber adopts and rolls it out. I’ve only tested it with three drivers so far, so more testing is needed. With better prototypes, we’ll be able to involve more drivers and get a clearer picture. While we won’t see the long-term effects until it officially launches, the feedback from drivers has been really encouraging, and I’m hopeful that it
The true impact of this initiative will become clear once Uber adopts and rolls it out. I’ve only tested it with three drivers so far, so more testing is needed. With better prototypes, we’ll be able to involve more drivers and get a clearer picture. While we won’t see the long-term effects until it officially launches, the feedback from drivers has been really encouraging, and I’m hopeful that it
01
01
Will reduce idle ride times
Will reduce idle ride times
02
02
Will improve earnings (Driver + Uber)
Will improve earnings (Driver + Uber)
03
03
Will increase driver NPS
Will increase driver NPS
Impact touch points
Impact touch points
Learnings
Learnings
Data visualization is a superpower if used in a right context
Data visualization is a superpower if used in a right context
While I can’t speak to the business impact just yet—since that will depend on Uber adopting and launching it—I truly believe that data has the power to drive meaningful communication and, if used effectively, can create amazing user experiences.
While I can’t speak to the business impact just yet—since that will depend on Uber adopting and launching it—I truly believe that data has the power to drive meaningful communication and, if used effectively, can create amazing user experiences.
Perspective shapes reality
Perspective shapes reality
Perspective truly shapes our reality. While being a driver had its challenges, supporting them has always been a priority for me. When I received positive feedback from the drivers, it felt incredibly fulfilling. If I ever have the chance to make a meaningful difference in their lives again, I’d jump at the opportunity without hesitation.
Perspective truly shapes our reality. While being a driver had its challenges, supporting them has always been a priority for me. When I received positive feedback from the drivers, it felt incredibly fulfilling. If I ever have the chance to make a meaningful difference in their lives again, I’d jump at the opportunity without hesitation.
What can be done more?
What can be done more?
This entire experience opens up exciting opportunities, such as integrating quests, promotions, and events with route planning. Doing this will synergies these different elements of the app, creating a seamless and unified experience for the drivers.
This entire experience opens up exciting opportunities, such as integrating quests, promotions, and events with route planning. Doing this will synergies these different elements of the app, creating a seamless and unified experience for the drivers.
Thank you for your time
Thank you for your time
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