School Car
school with parents in the same school that have empty seats in their cars.
Challenge
To create a business with impact on urban mobility.
My role
To discovery, create and validate business, wich involved product discovery, strategy, and MVP design.
UberHack
This project was developed during UberHack, at my
hometown, Rio de Janeiro.
Uber invited 15 teams of developers, UX designers, marketing
and business professionals to create solutions that helps to
solve urban mobility issues or people problems regarding
urban transportation.
01
Discover
CONTEXT
Rio de Janeiro is the worst city for commuting, according to the Expert Market's Consultant research. In a ranking of 74 big cities around the world, Rio is in the last position. Its citizens take 90 minutes to go to work. It's almost 3 hours in traffic every day.
The worse traffic times are:
7–9h: going to work or taking kids to school;
12–13h: getting kids from school;
17–20h: arriving from work or school;
At school hours, besides the increasing number of cars, the streets that are next to the schools turn into a nightmare, with a lot of parents’ cars blocking traffic.
Because of bad traffic, parents have to go to the office very earlier to avoid getting late, and so, aren't able to take their kids to school.
MARKET
02
Define
OPPORTUNITY
VALIDATION RESEARCH
RESULTS
PERSONA 1
Maria
PARENT THAT NEEDS TRANSPORTATION SERVICE
Age: 35
Income: Medium / High
Technology Proficiency: Medium
USER JOURNEY MAP - MARIA
| STAGE | FIRST APP USE | HIRING DRIVERS | DURING THE RIDES | AFTER THE RIDE |
|---|---|---|---|---|
| MOOD | Excited | Studious | Worried | Relaxed |
| DOING | Checking the service price, who are the drivers, if she knows them from school. | Organizing the week schedule. | Checking if the kid arrived safe at school. | Confirming that his/her kid arrived at school and nothing happened. |
| THINKING | Will it be affordable? Is this service worth? | Who are the driver?What kids are already in the other seats? Can I keep this schedule for the whole semester? | Will my kid arrive at school on time? What's the drive route? Is there any dangerous street? |
Was everything ok? |
| OPPORTUNITIES | Inform the pricing by month when scheduling. | Insert a driver filter by affinity, considering his/her kids' grade and other kids in the car. Insert evaluation and comments section. | GPS location and route. Be able to call the driver. | Notify parents when the kids arrived at school. |
PERSONA 2
Rodrigo
PARENT AND FREE TIME DRIVER
Age: 30
Income: Medium
Technology Proficiency: Medium
Position: unemployed, distance work or enterpreneur.
USER JOURNEY MAP - RODRIGO
| STAGE | FIRST APP USE | HIRING DRIVERS | DURING THE RIDES | AFTER THE RIDE |
|---|---|---|---|---|
| MOOD | Excited | Anxious | Focused | Realized |
| DOING | Looking for the profit and service conditions. | Inserting the dates that he's available for driving or confirming ride schedules. | Taking kids to school. | What's my month profit until today? |
| THINKING | How do I receive my payment? What are the rules? Is my kid's school a participant? |
Do I know the kids parents? How much money I'll earn this week? |
I wish all kids are ready to go, waiting for me in front of their houses. | Was this work worth? |
| OPPORTUNITIES | Insert an example of a driver profit in the same school or similar. Explain all the conditions. | Notificate the driver immediately to confirm or refuse ride schedules. Keep the month profit visible. | Send alarm notifications to the parents kids (15min left, 5min left). | Give opportunities to drivers to earn more money, like being well payed for driving in a day out of schedule, when other driver had issues. |
STAKEHOLDER MAP
KPIS
How to measure success?
(new cities).
03
Develop
STORYBOARD
1. Maria is used to take her son, Felipe, to pre-school everyday and then go to work.
2. Felipe is now 5 and it’s time to start school. Unlike pre-school, the school schedule isn’t flexible and she won’t be able to take him to school every day anymore.
3. She start looking for school transportation services, but she wasn’t comfortable to hire an unknown person or service.
4. She found out that other parents from the same school were offering school transportation service, with the help of an app called School Car.
5. Maria downloaded the app and hired Rodrigo, a father of her kid's classroom, that has a flexible work schedule and loved the opportunity of earning some extra money to take his daughter and other kids to school.
6. Day after day many parents become drivers in schools all around Brazil. And besides giving opportunities of work for many parents, a sense of community and unity was growing, because of the increasing number of parents interacting with each other.
SITEMAP
WIREFRAME
Sign up - To hire or to be a driver
In the first use of the app, the user chooses to sign up as a driver or as a parent who needs transportation service.
Parents have to fill a simple form and drivers will have a profit calculator before the form, to motivate them.
Schedule – Selecting the best drivers
To answer all the parents' concerns, they are able to select drivers by rating, comments, pricing and affinity, that is
calculated considering the kids in the car (Same class? Hired this driver before? Is my kid a friend of the driver’s kid?)
During the ride – There's nothing to worry about
All worried parents are able to follow the car in the GPS map and call the driver with just a single tap.
To avoid getting late at school, parents receive alarm notifications 15 and 5 minutes before the driver pick up the kids.
WIREFRAME - DRIVER
Driver's calendar
Driver's dashboard is their calendar. They can change their availability at any time in a very easy and intuitive way.
For a new day, they just have to tap on the plus button. To accept or refuse a kid, they just tap on the seat, in the specific date and time, and edit.
Drivers during the ride
To avoid getting late at school, the driver screen has a GPS map with a route that is calculated considering a comfortable time to pick up the kids and take them to school. With a single tap, drivers can call parents at any time to report any issue. After finishing the scheduled rides for the day, drivers can get more rides for extra money. They just need to select this option, and they will be called if other drivers have any problem and needs a substitute.
04
Deliver
SIGN UP
SCHEDULE
DURING THE RIDE
DRIVER VIEW SCREENS
STYLE GUIDE
05
Final Words
During the Uber hackathon in Brazil, I can say that my biggest learning was about business. There were mentors specialized and at all times we were asked about business models, how the product would be monetized, how much it would cost, what the first month of operation would be like, etc. I learned a lot about giving importance to business. I used to say I was an attorney for the user, today I say that I look for the meeting point between the needs of users and the needs of the business. Thanks Shawee and Uber, it was an awesome experience.
