The original intention of a quick taxi--to meet the needs of self

Absrtact: Note: This writer is chairman and general manager of Pan-city technology. He shared the process of how to brew and launch a quick taxi. Welcome more entrepreneurs and business people to their hands-on experience to write to share with us! This time, the quick Taxi is popular media

Note: The author of this paper is pan-city technology chairman and general manager Albert Chan. He shared how to brew and launch a "quick taxi" process. Welcome more entrepreneurs and business people to their hands-on experience to write to share with us!

During this time, the "quick Taxi" was widely watched by the media. As we thought, this product is changing the rules and patterns of the taxi industry. Unexpectedly, there are some murmurs claiming to be quick to steal and even attack me personally. For this I share this article, with the industry to share a quick taxi original design process, and some I O2O product Design view, straight.

The original intention of product birth--satisfy self demand

Quick taxi demand is not difficult to find, we all know that Hangzhou taxi is very difficult, especially in the last 2 years of the residential area, basically no taxi will find a way to pick up passengers. Before I lived in the Oak Garden at the junction of Fung Tam Road and Ping Waterway, I had to wait half an hour to get a taxi when I wanted to take a cab. Just as my company has a mobile team that needs to be transformed, I'm thinking about trying to do the software for a taxi.

I am not usually very active to focus on mobile products at home and abroad, out of personal personality, I always do not like to do the so-called Consumer-to-consumer (copy to). I remember at that time rough to see a few foreign software, there are Uber and another British, get a lot of VC money. After looking at the domestic similar products, saw similar zimride pickride, a social carpool software, just try to do a taxi business. Also have to do the car rental business of the rocker, that time just started publicity. Probably too lazy, at least I didn't find a professional taxi software.

I observed that these are not directly to solve the demand for taxi applications, the user experience is also worse, there is no clear product design ideas.

We also rough calculation of the market, Hangzhou a total of 12000 taxis, the average daily taxi 25 per day, each 20 yuan, daily turnover of about 6 million, while the country about 30 of the city of Hangzhou, daily turnover of 180 million per cent, according to the proportion of 1% percentage, There is a 1.8 million market space per day.

As simple as that, I began to decide to let the team do the product.

Market research--Analysis of product design from user's custom

I remember our first version of the design idea is this: let users initiate orders, you can also see the driver direct contact, so that the driver to initiate the request orders, you can also directly rob the user's order; users can see multiple drivers of the grab list, select a contact.

This idea some around, our product manager did 1 months, demo to me, has been no way to let me satisfied.

It happened that we met some enthusiastic members of the Hangzhou Micro-trust team and often asked them to come to the company to discuss their work flow. These drivers, though not highly educated, are smarter about their business. From their conversation, I learned that for drivers, any choice of things is very difficult, the product design must be a clear line.

Quick Taxi. Original version diagram--plus reduction fee, one-click Robbery, credit system and full communication

Probably after 2 weeks, I finally found a main line: for the user, a key to the end, connect the driver, for the driver, imitate the GPS grab a single machine, bell, grab a single, connect users.

The idea is simple and natural, and almost anyone can understand it.

Next we consider how to ensure that passengers can hit the car, really solve the problem of taxi.

The taxi market is a government regulated industry. In Hangzhou, on the one hand, the user can't hit the car, on the one hand the driver can't make money.

The main reasons are two, one is the current new residential buildings in Hangzhou are scattered in all the suburbs, and drivers empty the actual cost of a kilometer is 8 cents, the opportunity cost is 1.5 yuan, so the driver is basically impossible to take the initiative to these office workers concentrated in remote places to pick up; on the other hand, downtown area, road traffic jam slow guests More , the taxi is also the basic luck.

If you rely on information to schedule, resulting in suburban users even if they can butt on the driver, the driver because of the loss of money is not willing to answer, and the business district away from the driver to save fuel costs, are crowded in the city refused to go out. What is worse, every peak, the taxi also shifts, the driver can only pick up on the way to the guests, not on the way of the guests refusing to take the phenomenon is very serious. These situations, we in the field city preliminary understanding is also basically so.

To this end, we used the LBS guidance destination, but also made a revolutionary design, allowing users to add and reduce tips to subsidize the driver's time to run. The introduction of this market mechanism ensures that the individual in need must be able to pick up the driver and that the driver does not have to bear the cost of the empty run.

Of course, this will cause a lot of controversy, but any industry revolution, will certainly be controversial, we would like to be the first to eat crabs. In fact, our data show that only about 20% of the successful orders are for the fare increase, while 80% is still the original price. A skilled and fast driver, one months can earn about 1000 yuan more income.

Tip design to subsidize drivers to empty run, in case of emergency users to use, so that taxi drivers can more revenue, but also convenient for the government to release more taxi licences, increase the number of taxis, this is the cycle of operation can fundamentally solve the problem of the taxi.

There is also a very important issue, how to ensure that users and drivers do not default. We used two methods, first, the introduction of a similar credit system Taobao, which is the integration system in our software now, and secondly, to adopt the method of voice communication between drivers and passengers, to make full contact before the transaction, including address and phone number, photo sending in the surrounding environment, and some fragmentary situations. Full communication under the order, basically no default event occurred. So far the default is mainly in the communication of direct rejection, I think this phenomenon may be worth other O2O software reference.

In the driver side, we ensure that the driver's passive reminders and fool-type operation of the way to listen to the prompts, look at orders, a key to rob a single, connect passengers, coherent.

After the above design idea completes, the interactive design becomes so natural. Just when our main UI design left, I let a new UI designer take 1 weeks to get it all done. At this point our product managers also need to pay attention to the idea of efficiency is high, must not be in the tangle of waste of time. The process of carving out the details of the design here is not much to say, I will introduce some of my ideas.

The data from user feedback, which has been in operation for several months, shows that our original design was very correct. Products have been launched and received strong welcome from drivers and users. Each month's data grows at a geometric level. So far, we have opened four cities in Hangzhou, Shanghai, Guangzhou and Zhengzhou, and have been widely watched and discussed by the media.

Commercial design--introduction of virtual currency

As a product designer, my first product was the "Magic School" known to the game world. I have also introduced in the media before, I originally do is to move the real campus to do 3d virtual campus online. At that time we did the Zhejiang University, has been able to run, but can not think of the way to make money, forced to change the real school to the magic, and became the "Magic Academy", creating a generation of page tour MMO model.

Similarly, when we design a quick taxi, we also consider the business model. We have introduced the concept of virtual currency, the future can let the driver through some of our encouraged behavior and recharge to get the money he needs, through the consumer money to rob a single. I do not know whether other products have similar designs, we are drawing lessons from the game practice.

Some opinions on human nature guiding products--from nervous system to physical reaction

Let me briefly introduce my views on the design of Internet products.

I remember seeing someone introduce the 2012 Nobel Prize in Biology, the G protein-coupled receptor. Presumably, the surface of the human cell is connected to the core by a protein-binding receptor, G-protein. G protein-coupled receptors can receive human secretion of similar hormones, adrenaline and other substances, resulting in the reaction of the cell contraction, resulting in a physical reaction, and then inform the nervous system. The nervous system uses the experience and the knowledge of the environment to make a physical response to the emotions and feelings of judgment.

This truth tells us that through the facial features of contact with the sound, taste, pictures, animation, through the physical response, far faster than directly into the mind. The former is equivalent to conditioned reflex, which makes us very good understanding of why people are more sensitive than rational. and human experience in essence, there are only three requirements: sexual demand, food and clothing needs and security needs.

This idea is conducive to our understanding of experiential design. When we have identified the product to meet the target needs, how to make the most responsive to the human experience design. Like what:

A button: If there is only one button, a person's conditioned reflex is to press it. Even babies will naturally press a raised or recessed button.

Significant feedback: Each understanding of feedback (which can be used for animation and sound simulation to arouse user memory and thus faster understanding) is the recognition and reinforcement of conditional launch. Compared to children, the button after feedback, you will be happy to laugh.

Rhythm: The body has an instinctive sense of pleasure in rhythm. The soft female voice and the calm male voice symbolize the sexy. Flashing special effects, can cause people to be alert to safety, so as to try to eliminate or feel nervous.

The need for security is derived from a demand: the need to solve the problem. The product must let the user first understand the problem he wants to solve, and in the most straightforward way, tell the user through his own efforts to solve the problem. The sense of achievement in our daily work is essentially the result of our own release of the stress of living fear.

One of the most complex issues to address is the problem that can be met in the selection process, that is, security requirements. We have a lot of products, because the needs of the function have to let users have a lot of choice of operation. In this case, it is necessary to introduce teaching mechanisms, or in the case of just need and no competition to allow users to self-study.

To sum up, to do a good product thinking, you can divide the following three steps:

1. Solve what needs, it is best to say a word clearly;

2. Solve the needs of the path design, it is best to complete a single line, the process of feedback design;

3. Select the guidance: through special effects, bright spots and select the operation of the feedback, to complete the user's understanding of the choice.

After a clear idea, is to do the operation of the product functional design, such as integration, credit system.

The first time to write about product design long article, the expression is not complete, welcome people who are interested in communication!