In-depth view for a more detailed way of looking at delivery driver performance.
Most people when performing anything would like to know how they're doing it. This is special for operational processes that include so many aspects of efficiency and quality. Drivers, in the iFood fleet, craved since the early days of the product for more in-depth visualizations of their performance. That included not only the operational side but the financial too. And the latter is, kinda, the main point here.
The gig economy is tough. It's far from easy. Despite getting to be a part of several players, the individual has a hard task of compiling results and checking what role in specific is serving them at best. My main goal in tackling visualizations of driver performance was helping that task. I wanted to a breakdown in a much broader detailed way how one driver was performing in our platform. That also went hand in hand with a product principle set of transparency. The lack of, therefore, caused a growing feeling of vulnerability, the sense of exploitation and confusion. We wanted to go away from all these by providing clear information, presented in an organized way.
Of course, we entered most Facebook groups of drivers. Frequently, we'd see posts arguing and complaining about iFood stealing money from them, questioning when we'd pay them their delivery fees and if it was making sense riding for iFood at all since it was confusing to know how much they've gained from it. All this unhappiness had a big toll on our CX team, in multiple channels. By the time of the research, we had about 4k tickets opened with performance-related questions and somewhere about 500 comments in Google Play raising the issue.
And that was very rightful so. Below, I'm attaching some UIs from what was the product in the sense of performance data display by that time. It was too simple, little details. We needed to improve badly from that.
Drivers were frequently confused as to when would they receive their money. Most of them liked to plan their weekly goals but didn't have a proper tool to do that.
To have more buy-in of the initiative, I surveyed about 3,5k drivers in our database. The main goal here was to understand more about their relationship with money and financial organization. We also wanted to learn more about how they related to features we already had, even though they were still very raw.
Drivers are usually very simple people with structural needs. We observed that clearly in the survey seeing how most of their spendings were on basic stuff, like rent, food, children, and, of course, their work tools. This paints the picture of how important is money to them and how proper tools for organizing different streams of it would be very helpful.
We also went for learning when the information is actually scanned through. Do they analyze their performance between one order and the other? Do they, before bed, go and check how were their days? Do they compile a month worth of riding in some kind of tools like Google Sheets or Excel? All this set our stage for how to place stuff in the UI and the level of depth we should add to the navigation.
Piece of our deck showing survey results. Here I rank how drivers spend their money.
Gathering information seems kinda tricky in most systems with complex architecture. This was no different. We had challenging tasks for arranging all sets of performance data together to show them to the user. I left iFood a little before the rollout of the first version of this epic. I'm happy that to this day, the team there continues to evolve this goal and less because it's something I started when I was in the team and more. After all, drivers need and will benefit a whole lot from it. It's no easy job riding on all day long. Not at all. And I'm proud to have had the opportunity to provide some sort of tool for making it easier.
Inside the designs
Our design consisted of three main areas: financial gains, promotions, and goals. When talking about the first one, the main feature was displaying status. Drivers needed to know what's the current state of their payment.
They also needed to know when exactly was that payment going to be made. This was the main entry point to CX channels. As in the promotion side, we used to see frequently drivers confused if they concluded or not the promotion, consequently then, whether they would receive that value.
Lastly, the goals feature was an ambitious project. This was beneath a bigger gamification strategy so drivers would be rewarded if they completed their own set goals. We got evidence that most of them put financial goals at the start of some period, be the week or month. It was their ultimate cutting line as to whether they were doing fine or not. It was also a trigger to when they could stop working. Say you set a daily goal to make $50. If you get there, you'd probably be more at peace to stop working, wouldn't you? The design here was to facilitate and natively introduce this experience within the product.
You can checkthe full prototype hereif you want. I'm very proud of this one. A bit sad because couldn't be at the company to see it through the light of the day but I know it would make incredible impact at offering drivers a more delightful experience. It's also filled with great interactions and I guess the UI turned out great. Clean and organized stuff :)