Redefining engagement in Tapsi
Explore Tapsi’s journey of transforming its driver incentive and quests system, where innovation drove engagement to new heights
Tapsi, a leading ride-hailing platform, recognized the need for a transformative redesign of its driver incentive and quest system to keep pace with evolving user expectations and support future growth and innovation. This case study uncovers the journey of enhancing driver engagement and satisfaction through a data-driven and user-centric approach.
Explore Tapsi’s journey of transforming its driver incentive and quests system, where challenges were turned into opportunities, and innovation drove engagement to new heights. In this case study, we’ll delve into the challenges that prompted this redesign, the development of a new design language, and the focus on comprehensiveness and accessibility. Additionally, we’ll discuss Tapsi’s approach to validating the changes with real users and the remarkable results achieved.
From Complexity to Simplicity: Tapsi’s Design Principles for Incentive and Quests System
Before we delve into the design principles that reshaped Tapsi’s incentive and quests system, let’s first examine the challenges that prompted this transformative journey. In this section, we’ll uncover the obstacles that Tapsi faced and the opportunities they sought to seize.
Challenges:
- Limited Driver Awareness: Drivers lacked knowledge about the new incentive and quest offerings, leading to missed opportunities for engagement.
- Low Engagement on Incentive and Quests Page: The incentive and quests page experienced low driver visits, hindering their ability to fully leverage available incentives and quests.
- Diverse Quests Designs: Managing various quests with unique designs posed challenges for introducing new quests types.
- Quests Variety Alignment: Aligning quests with evolving business needs proved difficult, resulting in limited flexibility and suboptimal incentivization.
Design Principles:
Tapsi adopted simplicity and versatility as key design principles.
- Simplicity: Streamlining the quests experience for drivers through intuitive design and reduced complexity.
- Versatility: Establishing a comprehensive design framework to accommodate diverse missions aligned with evolving business needs.
In this section, we’ve examined the challenges faced by Tapsi’s incentive and quests system and the design principles adopted to address them. Now, let’s move forward to explore the development of a new design language in the next section.
Welcome to the New Design Language System
The incentive and quests page design in Tapsi posed a significant challenge. It was as if we were constructing individual rooms on an expansive, undeveloped plot whenever a new feature was introduced, without the guidance of a cohesive and strategic blueprint. To address this issue, we embarked on creating a new design language that would revolutionize the incentive and quests experience.
In the development of this new design language, we focused on several key elements. Firstly, we introduced new colors and utilized tokens in the design, creating a visually appealing and cohesive aesthetic. Secondly, we reimagined the system design, incorporating modern modes and taking a fresh approach to the concept of design within the Tapsi driver application, aligning it with their evolving needs.
Throughout the process, our emphasis was on forward-thinking. We wanted to design not just for the present, but also for the future and anticipated needs. This approach required us to make strategic choices, prioritizing future requirements even if it meant making certain sacrifices in addressing current needs.
By embracing this new design language, Tapsi aimed to establish a solid foundation for a scalable and adaptable system, catering to the ever-evolving demands of the platform and its drivers. In the next section, we will delve deeper into the intricacies of the new design language and the positive impact it had on the overall user experience.
A Focus on Comprehensiveness
In redesigning the quests experience in Tapsi, our goal was to create a comprehensive system that encompassed various types of quests and rewards. We categorized quests based on different driver actions, such as the number of rides, online hours, income generated, online presence at specific times, and trip acceptance during certain periods.
To complement the quests system, we introduced different types of rewards to incentivize driver participation and engagement. These rewards included fixed amount bonuses, guaranteed income opportunities, a wheel of luck feature, stock Tapsi rewards, and a score-based system. Each action was associated with a specific reward, resulting in multiple variations and a wide array of possibilities.
Throughout the design process, our focus was on simplicity and versatility. We sought to find straightforward solutions to address the complexity of the problem at hand. By adhering to the principle of “Simpler structure for more variety,” we aimed to create a design that could accommodate both present and future needs.
One of the key challenges we faced was aligning the actions and rewards with the growth team’s plans for the coming years. We engaged in thorough discussions and considered different scenarios to ensure that the reward system could adapt to evolving business requirements. This data-driven approach enabled us to make informed decisions and design a system that aligned with the long-term objectives of Tapsi.
For instance, the development team decided to increase the variety of rewards for completing missions in the future. This could involve introducing rewards like discount codes for online store purchases, providing additional shares, or even facilitating access to loans.
In the pursuit of a comprehensive and effective design, we paid meticulous attention to details. Every aspect of the actions and rewards was carefully crafted to ensure a seamless and engaging experience for the drivers. By leveraging data-driven insights and adopting a user-centric approach, we were able to fine-tune the quests system and optimize its impact on driver engagement and satisfaction.
Through our commitment to a comprehensive and data-driven design process, we aimed to create a quests experience that not only met the immediate needs of our drivers but also provided the flexibility to adapt to future demands. In the next section, we will delve into the implementation of the redesigned quests system and explore the outcomes and impact it had on driver behavior and overall user satisfaction.
Accessibility everywhere
Ensuring that drivers could easily access and engage with the incentive and quests system was a crucial aspect of our redesign. Initially, we faced the challenge that the main incentive and quests page was not being visited by users. To address this, we took a comprehensive approach to identify and optimize user touchpoints throughout the app.
One significant change we made was redesigning the main page navigation bar. We strategically placed the incentives on the main page, allowing drivers to easily follow their progress without the need to navigate to individual incentive detail pages. This placement ensured that the incentives were prominently displayed and easily accessible.
Recognizing the importance of the “income” page as one of the most frequently visited pages in the app, we incorporated the display of the user’s active incentive status on this page. This enabled drivers to stay informed about their incentive progress and rewards without having to navigate away from their primary focus on earnings.
In addition, we implemented an active incentive display on the Receipt page of each ride. By providing real-time information about the status of the incentive immediately after each ride, we ensured that drivers were always aware of their progress and any rewards earned.
Through these strategic placements and integrations of the incentive and quests system, we aimed to maximize accessibility and visibility for drivers, making it easier for them to engage with and track their incentives throughout their journey on the Tapsi platform.
Amazing Results
The transformative redesign of Tapsi’s incentive and quests system has yielded remarkable results, significantly improving driver engagement and satisfaction. Two months after the release of this feature, we conducted a comprehensive analysis of the results and statistics, comparing users who updated to the new Tapsi Drivers application with those still using the previous version. The findings highlight the positive impact of the redesign:
1. Increased Quests Participation: The participation rate of drivers in quests saw a remarkable 5% increase. This figure includes drivers who successfully completed at least one stage of the quests. The rise in participation signifies the enhanced appeal and engagement drivers experienced with the new system.
2. Higher Incentive and Quests Page Visits: Previously, only a fraction of drivers accessed the incentive and quests page. However, after the redesign, a substantial 28% of active drivers were regularly visiting this page. This represents a significant jump from the previous rate of less than 5%. On average, 11.8% of users entered the incentive and quests page through the home page, indicating improved visibility and accessibility.
3. Consistent User Engagement: The data revealed that, on average, all active drivers were accessing the incentive and quests page every 2 to 3 days. This demonstrates a high level of engagement, with 100% of drivers visiting the page at least once within a 3-day timeframe. Additionally, 10.2% of active drivers explored the details page of each quests, indicating a deeper level of involvement and interest.
4. Positive User Feedback: Based on the Net Promoter Score (NPS) survey conducted over 6 months, the incentive and quests page garnered highly favorable responses from Tapsi drivers. The page was rated as the second-highest in terms of user satisfaction, with drivers perceiving it as a practical, user-friendly, and superior alternative to similar offerings from competitors.
The overwhelmingly positive feedback received from users further reinforces the success of the redesign. The redesigned incentive and quests system not only improved driver engagement but also surpassed users’ expectations, outperforming competing platforms in terms of practicality and usability.
These results validate the effectiveness of the redesigned system in achieving its objectives. The combination of comprehensive data analysis, user feedback, and performance metrics provides a solid foundation for the success and continued enhancement of Tapsi’s incentive and quests system.
Conclusion: Driving Innovation and Satisfaction
In this comprehensive case study, we embarked on a journey with Tapsi, a pioneering ride-hailing platform, as they redefined driver engagement through a strategic redesign of their incentive and quests system. We witnessed the challenges they encountered, the meticulous design principles they embraced, and the exceptional results they achieved.
Tapsi’s commitment to innovation, user-centricity, and data-driven decision-making was evident throughout the redesign process. From simplifying complex systems to introducing diverse rewards, Tapsi focused on creating a more engaging and rewarding experience for its drivers.
The outcomes were undeniable — increased quests participation, improved visibility and accessibility, and overwhelmingly positive user feedback. Tapsi’s redesigned system not only met the immediate needs of drivers but also positioned the platform for future growth and adaptability.
This case study serves as a testament to the power of strategic design, user-centricity, and innovation in enhancing driver engagement and satisfaction. Tapsi’s journey showcases that with dedication and a forward-thinking approach, it’s possible to transform challenges into opportunities and drive lasting change in the ride-hailing industry.
Thank you to the team involved: Vahid Afshari, Mohammad Yekehzare, Fardad Hejazi Rad, Adib Faramarzi, Hossein Gheisary, Amir Austine, Amin Savehdoroodi, Mahmoud Afarideh, Hooman sharifzade, Hosein Babaei, Zahra Mousavi, Mostafa Gholizadeh.
We would also like to extend our appreciation to the entire team involved in this project, including developers, testers, and other stakeholders, for their unwavering support and dedication.
Together, we have achieved a transformative redesign of the incentive and quest system, and we are grateful for the contributions and collaboration of each individual involved.
