Project Engagement : November 2018

RED

A Loyalty program for carriers

for one of the world’s top 10 logistic company.

Product design, Strategic Planning, User persona, User Research, Process Innovation, Competitive Analysis, Usability Testing, Testing Hypothesis, Wireframing, Branding, Prototyping

Problem Description

The existing number of drivers available is not sufficient to enable the adequate and timely deliveries of xpo customers.

Major Concerns

Product Design Goal

Increase in shortage of truck drivers to match available load requirements.

1. Shortage of truck drivers

2. The attrition rate of available drivers

3. Younger generation is not willingly to take up trucking job

Design Research

1.

Exploring what is Loyalty?

Understanding Loyalty in Traditional Sense : Devotion , Faithfulness/ Feeling of support or allegiance

Understanding Loyalty in Modern Sense : An incentivised loyalty on usage of the services on frequent basis

2.

Findings From Driver's Survey?

WHAT DO EXISTING DRIVER SAY?

competitive pay

customer delay

fair pay on all job activities

professional growth

loads work distribution

3.

Benchmarking with other loyalty Programs;

Key Insights

1. Perception of the profession is considered to be of less value.
2. Treatment from higher officials is always discouraging.
3. Professional needs sometimes demand routing via unsafe roads.
4. Continuous travelling affects quality time with family

Solution Approach

APPROACH 1

Introducing a loyalty program for existing company carriers which will;
Provide reward program with plans satisfying the carriers and existing driver. Provide attractive benefits to encourage new driver to join us and new carriers to work with us.

APPROACH 2

A stronger feedback platform that will;

Address drivers concerns. Enable drivers to rate their experiences for the trip completed.

Key Assumtions to design the product

Avg time of drivers stay – 6 months
Avg attrition rate of driver – 18%
Level of satisfaction with management – 2 (on scale 1-5, 1 being lowest)
Number xpo drivers and carrier provided drivers- 200
Avg utilization of percentage for onboarded drivers – 60%

Key Attributes of the product

Change perception of the profession
Ensure Work life balance for carriers
Provide Competitive / transparency in payment
All time Safety monitoring
Flexibility to select suitable tasks
Better Insurance Policies
Rightful Digital Tranformation

Carrier loyalty program Features - RED

Loyalty program with reward points
Safety kit as part of the onboarding
Emergency 911 device with welcome kit, torch,
Primary care kit, utility kit,medicines,
Healthcare – medicinal discounts
Fitness discounts – availability of the fitness gear
Referral bonus
Feedback mechanism

Product Prototype Video - RED

Success Indicators

Number of drivers who will use RED
Additional driver added by referral code
Feedback / surveys provided by drivers
Number of driver retained in each level
Feedback from the app store

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