Este material apresenta o resultado de uma pesquisa realizada para a Tripda, a maior plataforma de caronas do Brasil, com o intuito de identificar os comportamentos e as necessidades dos seus clientes e projetar uma melhore experiência para eles.

1. EXPERIENCE FLOW TRIPDA
Mapping of behavior and problems faced by customers in
the use of the service offered by Tripda.

2. CONTENTS
.1 About this research
.1.2 Study goals
.1.3 Methodology
.1.4 Sample
.2 Workshop
.2.1 Workshop
.2.2 Preliminary experience flow - Driver
.2.3 Preliminary experience flow - Passenger
.3 Interview / Ethnographic field study
.3.1 Interview / Ethnographic field study
.3.2 Occurences
.4 Driver
.4.1 Preview - Experience flow
.4.2 Register / Disclose the ride
.4.3 Talk to the candidate
.4.4 Choose the passenger
.4.5 Manage the rides
.4.6 Meet the passenger
.4.7 Travel

3. CONTENTS
.4.8 Payment
.4.9 Landing
.4.10 Evaluate the passenger.
5 Passenger
.5.1 Preview - Experience flow
.5.2 Search / Choose a ride
.5.3 Talk to the driver
.5.4 Confirm the ride
.5.5 Cancel the ride
.5.6 Meet the driver
.5.7 Travel
.5.8 Payment
.5.9 Landing
.5.10 Evaluate the driver
.6 Major issues
.7 Thank you
.8 Contact

4. ABOUT THIS RESEARCH

5. STUDY GOALS
This report intends to present the perceptions and experiences lived by ana-
lysts during the field research to understand how customers of Tripda see the
service, how they use the service and what are their expectations and frus-
trations.
By the end we hope to have presented how the customers think and act, in
addition to which points Tripda needs to adapt, explore and improve.

6. METHODOLOGY
The project was developed in two parts.
The first consisted of a dynamic with the stakeholders of Tripda, to collect
opinions and perceptions that the company has towards users.
The second dynamic was to validate the information gathered during the
workshop with a field observation and in-depth interviews with Tripda users
from different profiles.
As a final result it is possible to present the problems, frustrations, percep-
tions and experiences of Tripda customers when using the service, and to-
gether with it to understand what is the flow of lived experience, where are
the pain points and where it is needed attention to ensure that users are sat-
isfied.

7. SAMPLE
Overview
Age
18 Participants
Between 18 and 33 years old
Profile Gender
9 Passengers 8 Male
9 Drivers 12 Female

8. SAMPLE P.S.: We have also interviewed two backup users of the inter-
mediate profile, which were not considered in the development
of the Experience Flow, in order to not unbalance the results.
However their reports were mentioned in this study.
Profile details
6 Advanced users
They use the service on average three
times a week
6 Moderate users
They use the service on average once a
week
6 New users
They never used the service but intend
to use

9. Phase 1
WORKSHOP

10. WORKSHOP
At the first part we performed a workshop where it was collected informa-
tion with the employees of Tripda, which guided the creation of a prelimi-
nary Experience Flow and a first list of users pain points.
Based on this, the analysts were able to develop a research roadmap to ob-
serve users in a real context.
Phase 1

11. Workshop
PRELIMINARY EXPERIENCE FLOW
Stages Issues
1. Need
5. Awaiting confirmation
Lack of security
Login only with Facebook
Message exchange
App
SMS
Uncertainty No alternatives
SMS
Passenger answer
Too many steps
Internet connection
Confuse Instability
Distance
Few passengers in some
routes
Difficulty to set location
Online payment method
No reply option
Not allowed to remove
passengers
HistorySecurity
3. Access to the system
7. Communication
2. Share
6. Metting point
4. Disclose the ride
8. Travel
10. Evaluate the passenger
9. Landing
General
Driver
10/67
Level of severity 1
point
3
points
2
points
4
points
5
points

12. /6711
SMS
Limit in the phone plans to
acces the internet
Inbox of website
1. Need
5. Choosing the ride
Lack of security
Login only with FacebookApp bugs
Message exchange
System bugs
No alternatives
SMS Validation
Visualization of additional
info
Online payment method Define the drop off point Danger Awkward feeling
Too many steps
No reply option
App Instability
Distance
Few options of routes
Notifications
Confuse meeting point
Filtering confusion
User information Security
Awaiting booking
confirmation
Few results in some routes
3. Access to the system
7. Communication
2. How to travel
6. Awaiting confirmation
4. Search
8. Metting point
10. Landing
11. Evaluate the driver
9. Travel
General
Workshop
PRELIMINARY EXPERIENCE FLOW
Stages Issues
Passenger
Level of severity 1
point
3
points
2
points
4
points
5
points

13. Phase 2
INTERVIEW / ETHNOGRAPHIC FIELD STUDY

14. INTERVIEW /
ETHNOGRAPHIC
FIELD STUDY
In the second part it was performed an in depth interview and systematic
observation of users pain points, where analysts were able to interview, ob-
serve and travel together with users, which made possible validate and con-
trast the information gathered in the first phase.
The entire project had qualitative approach and exploratory nature.
We worked with a non-probability sample of nine members divided into two
groups: Drivers and Passengers.
Phase 2

15. Phase 2
OCCURRENCES
The occurrences will be classified in three ways and affects two areas:
Criticality level: light, moderate and severe.
• Light: low impact occurrences to perform the task successfully or that
generate little frustration or discomfort to the user.
• Moderate: Occurrences requiring a learning effort, requiring users to
adapting to the resource to perform the task successfully, cause discom-
fort or irritation to the user.
• Severe: Problems that require much effort to be understood and bypassed
or prevent the user to accomplish their goal. Generate irritation and of-
ten put users in uncomfortable situations, thanks to their presence or ab-
sence.
Impact area: Usability or experience.
• Usability: Occurrences that impact the use of the system / interface.
• Experience: Occurrences that impact social life and the customer experi-
ence in relation to the service.

16. Interview / Ethnographic Field Study
DRIVER

17. /67
In-Depth Interview / Ethnographic Field Study
EXPERIENCE FLOW Driver
Stages OccurrencesExperience
Recurrent rideVERY BAD
Passenger
selection criteria
GOOD
Using the app
at the meeting
point
GOOD
VERY GOOD
It requires a
dedicated time
BAD It is not practical
Asks to be done
several times for
the same passenger
Phone displayVERY BAD
Not receive
request
VERY BAD
Absence of
Tripda during the
trip
VERY GOOD
VERY GOOD
Payment
preference
Stopping points
vs Price per
passenger
Using the app
for message
exchange
Taking security
measures
Hand baggageRound trip
Automatic
approval
Message
exchange forms
Cancel at the
last minute
Traveling with a
stranger
Meeting points
and other details
Color scale in
choosing the
value
Message via app
vs Message via
website
Ride empty on
the website, full
in practice
Confirmation
by phone or
message
Ride full on the
website, empty
in practice
Replacing
passenger
Promo code1. Register/Disclose ride
5. Meet the passenger
3. Choose the passenger
7. Payment
2. Talk to the candidate
6. Travel
4. Manage the rides
8. Landing
9. Evaluate passenger
Driver
16
Level of severity LightModereteSevere

18. Occurrences
REGISTER /
DISCLOSE THE
RIDE
The ride is offered primarily at Tripda but it is not unusual to use Facebook.
Some users stated that Facebook is more agile to talk and match details, so
they use it in cases with greater urgency when they need to find someone at
the last minute.
The ride is usually registered in some free time of the user, wether it is a
break from work or when the user get home later in the day.
There is always planning ahead for the travel independently of its reason.
Within this planning is the definition of dates, times, meeting point and ar-
rival. Only after this step they perform the register.
Because the registry is always done in a calmer moment, they use the Desk-
top to do it, but it is not uncommon for users to use the mobile, although
they claim it is more complex and have limited resources, e.g. autonomy in
the price.
very bad

19. Occurrences
1. Color scale in choosing
the value
The color scale clearly gives the user a recommendation of Tripda regarding the price to
be practiced on that trip. The point is that users have questioned the calculation used to
this suggestion, and do not know what are the criteria applied. They claim they do not
agree and do not feel free to choose the desired price. The feeling is that they cannot
charge more depending on what they offer, for example: take or leave the passenger
at the their homes, travel with fewer people to provide greater comfort, the kind of
car for the journey to be made, variation on gasoline price, if they make a longer way,
comparison with price of the bus, etc..
Comments range from a profile “moderate” to a profile “advanced” but both feel
pressured by the color scale.
Suggestion: This is a typical feature where the interface generates a social impact and
it is necessary attention to the feature in order to behave in a way that it does not
affect the ethics of those who use it. Therefore we suggest a less forceful way of value
suggestion and an understanding of how the calculation is done.
Driver
Impact area
Experience
Level
Severe
REGISTER/DISCLOSE THE RIDE
/6718

20. Occurrences
REGISTER/DISCLOSE THE RIDE
3. Recurrent ride Normally a user offers his ride always to the same destination, but rarely on the same
day and time, it causes them to not use the feature “recurring ride“, because the
schedule can not be changed. Another problem is the independent administration of
these rides. According to a user, when you make a change, it applies to all recurrent
rides registered.
Driver
Impact area
Usability / Experience
Level
Moderate
/6719
2. Meeting points and other
details
This is the most important step for the user and where the user has more attention.
Here is the main place to enter the ride information, it details the meeting points and
arrival, give the instructions that judges necessary and swindle the system to pass the
phone.
Advanced users often use the same description to detail the rides, some even have this
text saved on their computer to copy and paste.
Due to its importance, this step should comprise the main block of seat information
in the register first stage and provide some features to optimize the time spent in
completing of advanced users.
Impact area
Usability
Level
Moderate

21. Occurrences
Driver
6. Payment preference There is only one form of payment, so there is no reason for this to exist in the
interface. It just extends the process unnecessarily. A cash payment orientation can be
presented in a way that it is not present in the ride registration flow.
Impact area
Usability
Level
Light
REGISTER/DISCLOSE THE RIDE
/6720
5. Stopping Points vs Price
per passenger
Step 4 does not offer any stopping point as the title suggests, this possibility is in step 2.
In addition to this problem, the choice of price per passenger is not inserted at any step,
but because the proximity appears to be to the step 4, which does not correspond to the
title.
Impact area
Usability
Level
Light
4. Round trip The most common behavior of users is registering the going-to trip only, requiring them
to always make the change when registering the ride.
Level
Light
Impact area
Usability

22. Occurrences
7. Hand baggage
8. Promo code
Considering the advanced profile and university users, the size of luggage is irrelevant.
This is because they are already used to these profiles that use little luggage and the
purpose of these passengers nature, in a high frequency, does not require big luggage
because it is not a pleasure travel.
Moderate profiles have a greater concern in spreading this feature, but it is not a critical
point.
This item has greater relevance for users who travel for pleasure.
No user understood the functionality or what it is for at the moment of registering a
ride.
Driver
Impact area
Usability
Level
Impact area
Usability
Level
Light
Light
REGISTER/DISCLOSE THE RIDE
/6721

23. Occurrences
TALK TO THE
CANDIDATE
The communication process between driver and passenger happens through
several means, messages via Tripda (Desktop and Mobile), SMS, E-mail and
Whatsapp. After receiving the request for the ride, communication continues
by different means, where they deem most efficient. In this process Tripda
does not have much condition to interfere or prevent users to communicate
by other means. The ideal is to adapt to this fact and try to workV out a fea-
ture that adds value to the user at this point or not interfere in any way.
This is the most painful step for the driver because they talk to different
people with different profiles and needs, and especially with varied ques-
tions. They spend a lot of time sending and receiving messages.
very bad

24. Occurrences
TALK TO THE CANDIDATE
9. Phone display Motorists questioned a lot the fact that the phone is not be displayed. For them this is
a differential of the other rides offering resources and choosing to make available the
phone displaying should not be blocked by Tripda.
The phone brings agility to match and adjust the details with passengers, they can
quickly answer questions and solve in minutes what would take much time and effort
from both sides.
Suggestion: The resource Unicaronas kept the phone open and it was highly praised, but
this brought some other problems. The unification of the possibility of open phone with
the solution of other problems and other resources suggested in this report can enhance
user engagement and increase final satisfaction with the use of Tripda.
However experienced they are, drivers and passengers already have a connection
with some people and keep in touch for future rides. Yet this contact is rarely
straightforward. No passenger call a driver directly to ask if he or she is offering a ride,
the passenger calls only when seen at Tripda that a known driver is offering a ride. Thus,
Tripda is not excluded from the process and is seen as a rides diffusion panel.
Tripda continue present on the user experience cycle and it is essential in the offering
and search process for rides, so users know who, where and when the rides are
being offered
Driver
Impact area
Experience
Level
Severe
/6723

25. Occurrences
Driver
10. Using the App for
message exchange
This point collides with an interesting balance where some users do not use the app,
others use website and app and some users only use the app. This may seem insignificant
to this issue, but the exchange of messages from a person using the app and one that
does not use can be tedious for those who use the app and is waiting a return in a short
period of time.Impact area
Usability
Level
Light
TALK TO THE CANDIDATE
/6724
11. Message via App vs
Messagem via Website
Many users believe that the app does not have a good efficiency for this purpose. They
claim it is slow and inconsistent with the notifications that appear in the interface, that
is, messages read by other means appear as unread or vice versa, causing the user to
lose control of what has been read or believe that new messages have arrived. These
points collaborate to judge the app with low efficiency for message exchange.
“ [In the app] more complex, the messages does not arrive. In addition
that people do not use the phone. So take time to respond. Much faster
the Whatsapp.”
Impact area
Usability / Experience
Level
Severe

26. Occurrences
TALK TO THE CANDIDATE Driver
/6725
12. Message exchange forms Messages are exchanged through several means. Once the driver responds to passenger
request, they determine case by case what is the best method to stay in touch.
The further away the travel date, the more they use Tripda message system, to match
details or ask any questions. As it approaches the date of travel, they use more agile and
dynamic media such as whatsapp and SMS. This channel difference occurs because these
alternative channels provide greater efficiency and because of the proximity of the trip,
so they opt for that which is faster and safer.
It is not necessarily a problem.
Impact area
Experience
Level
-

27. Occurrences
CHOOSE
PASSENGERS
The smaller the experience with the service, the greater the level of con-
cern about who is requesting a ride. Many of them have already joined the
service with almost no concern. All depends on how and who provides the
service to the user.
As the user is getting involved with the service, the fear fades almost com-
pletely and thus the selection criteria, which basically consists of: order of
arrival and if have take a ride previously.
good

28. Occurrences
Driver
14. Passenger selection
criteria
Moderate users usually observe the evaluations of users, checking the Facebook profiles
and sometimes observe some user preferences (smoke, animals, etc.), but the criterion
of greater influence in the decision is the order of arrival.
Advanced users are not very different, the arrival order has priority followed by a
preference for those who have previously traveled with the driver. For these users, the
preferences and the Facebook profile does not matter.
Impact area
Experience
Level
Light
13. Automatic approval None of the drivers interviewed reported use this feature, even not making passenger
selection. According to drivers, this feature takes away the autonomy of managing the
rides in the best way.
Impact area
Usability / Experience
Level
Moderate
CHOOSE PASSENGERS
/6727

29. Occurrences
MANAGE
THE RIDES
Talk to interested passengers, ask questions and manage confirmations and
cancellations is a major task of drivers.
It is inevitable that the driver is contacted via different channels for the
same ride. As previously reported, after establishing the first contact with
the passenger it is natural that they maintain communication by other means
than the Tripda, using the system as a seat disclosure panel. This becomes
even more complex for the drivers to manage their rides as the occupation
control and release of seats in the car cannot be done on the system, forcing
them to create their own methods of organization.
“Requires a time, it is my second job. Time to check out the
rides, to evaluate, to talk to people with message exchanges.”
very bad

30. Occurrences
Driver
15. Confirmation by phone or
message (Whatsapp or SMS)
Due to the fact of establishing contact via means other than the message system from
Tripda, it is natural that the passenger confirm the presence to the driver through the
same means of which they have choosen to keep up. Thus the passenger hardly returns
to Tripda system to perform the confirmation. Thus the seats announced by the driver
remains open, but in practice it is already filled.Impact area
Usability / Experience
Level
Severe
MANAGE THE RIDES
/6729
16. Replacing passenger The system does not allow the driver to delete or add a passenger who has combined
with him/her by another channel.
This undermines the administration of rides, restricting the possibility of reopening a
seat in the notice, even if there is enough time to find another passenger.
When it happens some drivers cancel the notice and remake the disclosure, causing
problems with those passengers who have confirmed, since they are notified of the
cancellation, which forces the driver to explain the situation for each passenger already
confirmed.
Impact area
Usability / Experience
Level
Severe

31. Occurrences
17. Ride empty on the
website, full in practice
In cases where a passenger talks directly to the driver and does not confirm by Tripda
system, the website displays an outdated information. When this happens and the driver
still need to find more passengers, he/she cannot cancel the ride, and the website keeps
disclosing more seats than there actually exist.
Even when the driver already have all passengers confirmed and the website still
announces open seats, the driver also does not cancel the ride because passengers who
confirmed by website will be notified and it can confuse them. When this occurs, the
driver continues to receive messages and requests and keeps responding to users that
although the website display the open seats, the ride is already complete.
Driver
Impact area
Usability / Experience
Level
Severe
/6730
18. Ride full on the website,
empty in practice.
Due to the problems already reported of passenger waive, several times the car is
already with all the seats occupied in the system but in practice the driver still need
to find other passengers. But when this happens, the ride is removed from the system
because theoretically the car is full and the driver is not able to edit, which makes it
necessary to register a new ride or cancel and disclosure again the ride only with seats
still available. In both cases results in rework and driver efforts to keep everything
organized.
Impact area
Usability / Experience
Level
Severe
MANAGE THE RIDES

32. Occurrences
Driver
/6731
20. Not receive request This is something that rarely happens. When they realize that this may occur due
to proximity of the trip, they try on Facebook. If even by Facebook does not appear
candidates they travel alone or with incomplete car.
It is not necessarily a problem.Impact area
Experience
Level
-
19. Cancel at the last minute Cancellations at the last minute happen for various reasons but does not happen often.
When this occurs the driver has few options, usually attempts to contact by telephone
those who requested but already existed the exact amount of passengers or publish
the seat on Facebook due to dynamism of social networking. If they are unable to
substitute, they perform the trip alone or with fewer passengers.
Impact area
Experience
Level
Moderate
MANAGE THE RIDES

33. Occurrences
MEET THE
PASSENGER
The meeting point is determined by the drivers but the level of each user
determines the way and the flexibility of how this issue is handled.
Moderate drivers are less accurate in describing the meeting point and have
more flexibility in negotiating, often perform large deviations.
Drivers with advanced profile are more stringent and choose points that ben-
efit them and always think on the route of travel. That is why they describe
clearly and guide the passenger to the exact location of the meeting.
Even with these differences in behavior, yet both profiles need to exchange
phone messages, Whatsapp, website or app to clarify and ask questions of
the new passengers or who do not know the meeting point.
“(...) it is not because field is mandatory that users fill out the
same way, some drivers put street, others the subway and oth-
ers just the city, so it is quite varied (…)”
good

34. Occurrences
21. Using the app at the
meeting point
At the moment of meeting the passenger, everything it is practically all agreed and
clarified. When there was no telephone exchange and something runs waya from the
agreed, such as a delay, Tripda’s App is triggered to retrieve a message or passenger
information. In the App they search for any messages that have changed with the
passenger in order to find some information, see the picture of the passenger to
facilitate the location or even send a new message.
It is not necessarily a problem.
Driver
Impact area
Usability / Experience
Level
-
MEET THE PASSENGER
/6733

35. Occurrences
TRAVEL
The trip is the step of satisfaction and completion of the entire process that
involves getting all the necessary passengers. The driver is always very tense
during the process, because while the passenger does not reach the meet-
ing point is his responsibility to bear the costs of those missing and to ensure
that other passengers of the trip is made as agreed. For this reason the trip
gives the sense of “mission accomplished” to the driver.
During the trip there are no significant occurrences and in no time Tripda is
needed be triggered.
very good

36. 22. Absence of Tripda
during the trip
23. Traveling with a stranger
24. Taking security measures
No report and no evidence was seen that Tripda has some influence or need to be
triggered along the way.
It is not necessarily a problem.
No profile that already use the service proved to be bothered by the fact of traveling
with strangers. This apparently happens because everyone have links with universities.
When the base is extended to other locations or for new users this concern is more
present, but not to the point of not using the service.
It is not necessarily a problem.
Drivers have no safety habit to protect themselves from the fact that they were carrying
unknown people. They complain only of the absence of a location where it is recorded
the history of trips made and who accompanied them.
It is not necessarily a problem.
Impact area
Usability / Experience
Level
Impact area
Experience
Level
-
Impact area
Experience
Level
-
-
Occurrences
TRAVEL
/6735

37. Occurrences
PAYMENT
No driver claimed have experienced any problem with receiving payment,
only specific cases of people who came with card, they asked to stop to
withdraw money or had no money exchanged.
Generally, online payment is well seen but drivers prefer to receive cash in
case they need to use the money while traveling in a specific situation.
Online payment in their view bureaucratizes the relationship, it is more
checks to be made by the driver and they are very afraid of how will the for-
malities in case of waive.
A driver highlights the fact that if online payment exists, it is because there
is an intention to charge one of the two process ends (driver or passenger),
and this is not well seen by drivers, mainly because they believe that already
charge viable minimum value.
Another driver believes online payment method can minimize the number of
cancellations by being paid before.
Making this balance, they see as positive is online payment is an alternative
to be used and administered by the driver when the driver chooses, but not
as a rule.
At this stage of the process, it were not identified significant occurrences in
the process.
No occurence was observed or reported.
very good

38. Occurrences
LANDING
As well as the meeting point is determined by the driver, the landing point
is too.
The same logic repeats, moderate level drivers allow greater flexibility and
negotiate the arrival point, the advanced profile drivers are more strict and
are clear and explicit in their ride disclosures.
At this stage of the process, it were not identified significant occurrences in
the process.
No occurence was observed or reported.
very good

39. Occurrences
EVALUATE THE
PASSENGER
All drivers agree on the importance of receiving feedback, both for them and
for passengers.
Moderate drivers often use the ratings as a secondary criterion but not least
at the moment to accept them on their trip. However, they do not usually fill
the evaluations, they find the process complex because they have to do in a
posterior time and devote exclusive time to this. It is necessary to remember
exactly each passenger and they do not see enough benefit to dedicate this
time later.
Most advanced drivers do not observe this criterion when selecting a passen-
ger, but know the importance of their evaluations and so they are also con-
cerned with evaluating the passenger.
These differences occur because of the level of involvement with Tripda and
the frequency of system use. The advanced driver uses the system frequent-
ly and thus have more availability to perform the evaluations.
bad

40. 27. It requires a dedicated
time
A moderate driver will hardly access Tripda system only to make an evaluation.
Advanced drivers have a greater commitment and do it after the trip in some down time
at home.
It is not necessarily a problem.
Impact area
Experience
Level
-
25. It is not practical
26. Asks to be done several
times for the same passenger
Moderate users claim not be practical, they expect it to be something more objective,
fast, with a single question and that can be done in any channel or media.
The system prompts drivers to evaluate the same person every time this person catches
a ride with the driver, but they understand that the assessment is made on the person,
not about their behavior during the trip. With that, it does not make sense in view of
the drivers to evaluate several times the same person.
Impact area
Usability / Experience
Impact area
Experience
Level
Level
Moderate
Moderate
Occurrences
EVALUATE THE PASSENGER
/6739

41. Interview / Ethnographic Field Study
PASSENGER

42. Rides repeated of
the same driver or
very low prices
Does not keep
frequent contact
with the driver
Information
about the car
Setting meeting
point and
landing
Price is a tertiary
criterion
Receive no
answer
Mistrust with
online payment
Prefer for known
people
Exchanging
messages by app
They do not
consult the app
during the trip
Confirmation
of driver or
passenger
Use the app
to confirm
information
Absence of clearer
information if
they need to take
change
Repeated request
to evaluate the
same person
Direct contact -
Seats disclosure
panel
Confirmation via
Tripda website
Use phone
(calling,
Whatsapp, SMS)
Cancellation of
ride by passenger
Take few safety
measures
Sorting by date
and time
Confirmation
by phone or
message
Excessive
number of
people to travel
Payment made
during the trip
Obligation to
describe a
comment
Remove doubts and
confirm information
before request a
ride
Cancellation of
ride by driver
Traveling with
strangers
In-Depth Interview / Ethnographic Field Study
EXPERIENCE FLOW Passenger
Steps
1. Search/Choose a ride
5. Meet the driver
3. Confirm the ride
7. Payment
2. Talk to the driver
6. Travel
4. Cancel the ride
8. Landing
9. Evaluate the driver
/6741
OccurrencesExperience
BAD
BAD
BAD
GOOD
BAD
VERY BAD
VERY BAD
VERY GOOD
VERY GOOD
Facebook as a
competitor
Level of severity LightModereteSevere

43. This is the most important time for the passenger to use Tripda system. This
is the only step of the process in which passenger uses other means only
when there not any offer that meets their needs in a timely manner or in
emergency situations.
The demand for rides happens with some advance of the trip and it is at this
moment when the passenger search for offers that meet their needs and
start dialogue with drivers to answer questions.
This process of finding the ideal ride is not so practical because the system
does not display the information in the way which passengers are mentally
and practically organized. The information is not displayed in the interface
with the same priority criteria that passengers classified as priority for them.
Occurrences
SEARCH /
CHOOSE A RIDE
bad

44. Occurrence
SEARCH / CHOOSE A RIDE
1. Sorting by date and time Because the search is made based on the place of departure and arrival, the most
common behavior after the performing of searches is users to searching all the rides
that are in the time range that meet their need due to inability to relocate their
commitment. This task is complex to be made because the times are not arranged in
ascending order or grouped by time range. This makes users search at all search result
pages or give up looking at all.
The proximity criterion is observed after finding the rides scheduled for a time that
meets their needs. The ride closest to the user is not necessarily the best for him/her,
since users also observe the ease of movement to the marked location.
Suggestion: In this case we recommend the listing by time order in all types of search
performed and enhance the visibility of the place of departure.
Passenger
Experience
Impact area
Usability
Level
Severe
Moderate
/6743
2. Rides repeated of the same
driver or very low prices
Passengers do not understand why they found several rides of the same driver and why
some have such low prices (e.g. 1, 2 or 3 reais). The feeling of many of them is of fraud
and strongly suspicious of bad faith of these drivers.
Impact area Level

45. 4. Direct contact - seats
disclosure panel
Advanced passengers have contacts of some people offering certain rides they already
know and that meet their needs, but get in contact only when they find the seat
disclosure at Tripda because the relationships created between them is not friendship,
so passengers do not feel comfortable with calling drivers to ask if they will offer
certain ride.
It is not necessarily a problem.
Impact area Level
Occurrence
SEARCH / CHOOSE A RIDE Passenger
/6744
3. Price is a tertiary criterion Price is a tertiary factor (losing to departure time first and place of departure second)
because the difference in values is very small and passengers understand as an
advantage to pay a little more if the other two main criteria perfectly meet their needs.
Suggestion: Do not create automatic sort order by price or very suggestive
identifications regarding the price being cheap or expensive relative to other rides
offered.because the difference in values is very small and passengers understand as an
advantage to pay a little more if the other two main criteria perfectly meet their needs.
Experience -
Impact area Level
Experience Light

46. Occurrence
SEARCH / CHOOSE A RIDE Passenger
6. Information about the car Depending on the need of the passenger, they observe the information of the car. The
most common is observe when they need to take a big suitcase that is uncommon or
when there are four places and observe what kind of car to know if the car comprises
comfortably three people in the back seat.
Information is always found smoothly without major problems by users.
It is not necessarily a problem.
Impact area
Usability
Level
-
7. Facebook as a competitor Due to the agility of Facebook to establish contact with the driver it becomes a much
more agile media than Tripda, but there is the difficulty of finding the rides due to
the fact that rides are exposed as posts without proper organization. This agility of
Facebook in relation to Tripda is precisely their advantage because allow users to find
and negotiate last-minute rides, so it is used as emergency resource and very used only
when they do not find the ride needed at Tripda.
It is not necessarily a problem.
Impact area
Experience
Level
-
/6745
5. Prefer for known people Some passengers tend to prefer rides of known people because they already know the
person, knowing the person drives responsibly and especially knowing they are punctual
and reliable.
It is not necessarily a problem.Impact area Level
Experience -

47. Regardless of the passenger level and clarity of information in the notice in
most cases passenger will only feel comfortable when talking to the driver.
This conversation is necessary in almost all cases, primarily for removal of
small doubts, clarifications or any request by the passenger.
Passengers usually start contact via the Tripda system, others start by other
means of their choice. Often the driver guides in the ride notice how they
would like to be contacted.
Even when the contact starts by Tripda system, users migrate to other means
of their preference that bring more agility and better fits their routine. This
is something that Tripda can see as problematic, but it is important to re-
spect the user freedom so that they interact with Tripda at times they deem
essential, and it is at these moments that Tripda must be prepared to offer a
positive experience.
Occurrences
TALK TO DRIVER
very bad

48. Occurrence
TALK TO DRIVER
8. Remove doubts and
confirm information before
request a ride
Many passengers feel the need to talk to drivers to remove simple doubts or combine
small deviations. This practice is not bad seen by drivers and they also feel the need
to talk to all the passengers to get the details right and feel safer on the confirmation.
The inability to get the phone number or other form of direct contact before performing
confirmation of the ride does not allow them to establish contact, even if it is the will of
both parties.
Passenger
Impact area Level
9. Exchanging messages
by app
Many users questioned the efficiency of the app for message exchange. They claim
that the message takes too much time to arrive and that sometimes the message is
not delivered to the recipient. Another problem mentioned is the inconsistency of
information between app and website, alleging that read messages and notifications are
not the same on both platforms, making the user check whether you really got a new
notification or if it is some old notification.
Another point of attention, but not necessarily a problem is the communication between
a person who is using the app and a person using the website. It can be frustrating for
those using the app because this person expect the same agility in response that this
he/she had to send the message by the fact of being using a mobile device and imagine
that the other person is also available at all times. The expectation is a person on the
other side of the with similar characteristics, also because some people know only the
app, and some just the website.
/6747
Usability / Experience Severe
Impact area Level
Usability / Experience Severe

49. Occurrence
TALK TO DRIVER Passenger
11. Use phone (calling,
Whatsapp, SMS)
The telephone is the preferred means to exchange information and messages. Just
after finding a ride the first contact is often done through messages sent by Tripda,
but as time passes and the travel date approaches they keep in touch by means they
judge more efficient and is through this mean that they talk until the time of travel.
This is done because of the low efficiency of app and website perception they have
to exchange messages via Tripda, but mainly because these other means are already
inserted in their daily life.
Suggestion: In spite of passengers use an alternative means to communicate with
the passengers, we did not understand this as a serious problem because it does not
interfere with their relationship with Tripda. They will leave Tripda in a phase of the
process to communicate and will return in another phase of the process . The step of
finding a seat, confidence in the driver, the details of the trip and evaluations are made
in the Tripda system, so we recommend explore and improve the steps in which Tripda
is essential for the passenger and allow them to freely choose how to communicate with
the driver.
Impact area
Experience
Level
Moderate
/6748
10. Receive no answer When a passenger does not receive a response soon he/she disregards that driver. It
happens because he/she has a limited time to get a ride. To minimize the failure to
receive a reply he/she sends messages and requests to various drivers and combines
with whom respond more quickly and feel more security.
Impact area
Experience
Level
Severe

50. Occurrence
TALK TO DRIVER Passenger
Usability / Experience Moderate
12. Setting meeting point and
landing
13. Does not keep frequent
contact with the driver
The meeting points are always set by the driver, it is up to the passenger to ask
questions or ask for small deviations. It often happens that the notice does not contain
the exact points of embarkation and disembarkation or the passenger did not find this
information in the interface because each driver described the notice in a different way,
and for this reason passengers need to contact take off doubts and confirm the ride.
Passengers and drivers keep in touch only at the time of combining, confirmation, one
day before the trip to see if any problem occurred and the day of the meeting. Between
the time of confirmation and the day before the trip there is no communication between
the two parties.
It is not necessarily a problem.
Impact area
Impact area
Experience
Level
Level
-
/6749

51. For the same reasons of the previous topic, systemic confirmations are not
enough to keep any of the two parts comfortable (passenger and driver).
Confirmations are made by the same channels chosen to keep in touch, and
this has significant reflection at the interface and user experience.
When confirmations are made through direct contact with the driver, passen-
gers not always return to Tripda system to send confirmations. This process
is the cause of the problems that drivers have to manage their rides, these
problems are described and discussed in the analysis of the drivers experi-
ence flow.
Occurrences
CONFIRM THE
RIDE
bad

52. Occurrence
CONFIRM THE RIDE Passenger
15. Confirmation via Tripda
website
Only confirmation via Tripda website is not enough to trust that the ride is in fact
confirmed by both parties. Both the passenger and the driver feel the need to talk at
sometime before the trip to really confirm if it is all right for the trip performing. This
happens due to lack of confidence and security because both need to feel confident
that they will be able to accomplish their goals, and this is why many give preference to
drivers they already know.
Impact area
Experience
Level
Light
/6751
14. Confirmation of driver or
passenger
Not only passenger sends a confirmation to the driver but he/she also needs to wait for
a positive return of the driver. This is due to the fact the driver select passengers or
the fact that the notice still disclose seats, but the trip is already full once the driver
received confirmations of other passengers by other means.
When it happens that the passenger send a request for a ride disclosed and receive
answer that it is already full, it is frustrating and not all passengers perfectly understand
the reason and bother with the effort spent on something that should not be disclosed.
Impact area
Usability / Experience
Level
Severe

53. Occurrence
CONFIRM THE RIDE Passenger
/6752
16. Confirmation by phone or
message (Whatsapp ou SMS).
Due to the fact of establish contact via other means than Tripda message system, it is
natural that passenger confirm their presence to the driver through the same means
of which choose to stay in touch. Thus passenger hardly returns to Tripda system to
perform their confirmation. Thus the seats noticed by the driver remains open, but in
practice it is already filled.
It is not necessarily a problem.
Impact area
Usability / Experience
Level
-

54. When a passenger cancels its presence in a ride the driver needs to find
someone else to replace him/her. Similar to the step “Confirm ride”, this
cancellation in most cases is only communicated to the driver by the same
channel where they kept in touch, and no attitude is taken into the system
by passengers.
Not unlike the confirmation of the ride, this behavior is the focus of the
problem that the driver faces to manage their rides and release a new seat
within the ride previously noticed.
Occurrences
CANCEL
THE RIDE
very bad

55. Occurrence
CANCEL THE RIDE
17. Cancellation of ride
by driver
When a driver cancels a ride the passenger is informed via the system or by the driver
through some means of communication outside Tripda. Depending on the advance, the
passenger search for a new ride via Tripda or uses Facebook, but when there is too small
time, he/she usually postpones trip or uses public transportation.
Passenger
Impact area Level
Severe
Severe
18. Cancellation of ride
by passenger
When a passenger cancels a ride the procedure is the same as if he/she confirms. They
use the means of which made contact and passenger hardly returns to the website to
cancel their seat in the system.
Impact area Level
/6754
Experience
Experience

56. Passengers always know clearly or have the necessary information to locate
the meeting point. They get this information in the seat notice or talking to
the driver and taking off their doubts before the trip.
The biggest difficulty for a passenger is to find the car or identify who is the
person who will give the ride. Therefore sometimes the passengers turn to
app or a message on the phone to get some information that assists in the
identification of the car or the driver.
Occurrences
MEET
THE DRIVER
bad

57. Occurrence
MEET THE DRIVER
19. Excessive number of
people to travel
Some passengers have faced the frustrating situation to exist more people to travel
than the car can carry. This is because the driver receive confirmations by different
means, passengers do not update the system and the driver losing control of those really
confirmed or not to the ride he/she is offering. When it happens, the driver is the one to
be blamed but frustration is generated for all involved.
Passenger
Impact area Level
20. Use the app to confirm
information
At the moment of finding the driver, Tripda is shortly used. It is often necessary when
the passenger is in urgent need of some information about the driver, wether it is the
phone to inform he/she will be late, vehicle data to be able to find it at the meeting
point or even the name and face of the driver to facilitate their identification.
The problem this point is that often the application does not work very well, plus it does
not display all information and messages available through the website.
Impact area
Usability / Experience
Level
Light
/6756
SevereExperience

58. The trip is a stage that Tripda has no influence and those involved do not re-
ally expect any interaction or intervention by Tripda this time.
No user mentioned feeling uncomfortable to travel with a stranger, this feel-
ing is present only in the first trips.Occurrences
TRAVEL
very good

59. Occurrence
TRAVEL
21. Traveling with strangers Both moderate passengers as the advanced level of passengers claimed that they were
uncomfortable with the idea of traveling with strangers only in the beginning when they
were still in their first trips, but soon got used. Today there is greater caution because
anyone can register at Tripda, so sometimes they get more or less afraid when the driver
shows some strange behavior during the trip, but never worry before.
It is not necessarily a problem.
Passenger
Experience
Impact area
Experience
Level
-
22. Take few safety measures
23. They do not consult the
app during the trip
Few passengers claimed to take some security measure, some send the license plate or
the phone and the driver name for a relative but this is not common and even those who
have the habit of doing, will not make it on every trip they perform.
It is not necessarily a problem.
At no time during the trip there is a need for the use of Tripda app.
It is not necessarily a problem.
Impact area
Impact area
Experience
Level
Level
-
-
/6758

60. Passengers are comfortable with the current payment process, some small
improvements can minimize minor discomforts occurred due to lack of pas-
senger information.
The inclusion of online payment at first is seeing as positive, but it is clear
that users care about how this process will be inserted into the current flow
and the impact of that for passengers.
Occurrences
PAYMENT
good

61. Occurrence
PAYMENT Passenger
/6760
24. Mistrust with online
payment
The method of payment online at first sight seems to be something beneficial because
they do not need to withdraw or worrying about money exchanged. However, reflecting
on the matter, all of them are concerned about waives, wether it is a waive from the
passenger or from the driver . Another point that showed concern is the need to make
this payment in advance so that the driver could see and what would be this lead time.
When thinking about this possibility they are afraid to see themselves more likely to
frauds and scams by the drivers and because they can not imagine how indeed would be
this process and what complexity this would impose to their routine.
Suggestion: Passenger money is the link between him/her and the driver. While he/she
is with the money, he/she knows that the driver will appear since the driver needs this
money. Being with the money is a sense of security. From the moment that it is taken
out of the passenger their fear will increase.
Besides this sense of security there is the habit changing factor and adding complexity
to the task. For these reasons, we suggest a deeper reflection on the impact of this
implementation for the passenger and the driver, and how it can be implemented in less
aggressive form, because we do not believe that users are mature enough for a change
of this nature.
Impact area
Usability / Experience
Level
Severe

62. Occurrence
PAYMENT Passenger
/6761
26. Payment made during the
trip
Payment is made during the trip when it is approaching the destination. Only some
intermediate level of passengers say they perform the payment upon arrival. Another
situation that occurs often are passengers pay at the toll or at the time of gasoline
supply, but this only when requested by the driver.
These situations did not appear to be uncomfortable for either party involved.
It is not necessarily a problem.
Impact area
Experience
Level
-
25. Absence of clearer
information if they need to
take change
The passenger would like to know the preference of the driver on how to receive, as
when a driver owning “Sem Parar” or will not need to stop for gas requires that the
passenger has the exact money to pay, the driver has the possibility to give change to
passengers.
This type of information favors both parties and avoids embarrassing situations.
“(...) most do not have non-stop, so when I give the money at the time
of toll it feels really collaborate and not paying for the ride.”
Impact area Level
ModerateUsability / Experience

63. Landing is a smooth process for the passenger. All information and questions
are referred at the moment of chat and confirm with the driver. Even when
a passenger intends to request a small deviation, it is negotiated before with
the driver. In some cases passenger requests along the way some small devi-
ation or an alternative way that may favor the his/her anticipated landing.
No occurence was observed or reported.
Occurrences
LANDING
very good

64. The evaluation of the driver is always a criterion to be considered when the
passenger is looking for a ride, but at the time to make an evaluation pas-
sengers are not very motivated to do.
Advanced passengers see the importance of this and also because they ac-
cess more frequently Tripda system, they perform more evaluation. Moder-
ate passengers perform less because they do not have motivation to return
to Tripda system only to carry out this evaluation.
Occurrences
EVALUATE
THE DRIVER
bad

65. Occurrence
EVALUATE THE DRIVER Passenger
27. Obligation to describe a
comment
Usually the motivation to make an evaluation arises when passenger has something
bad to say about the driver, otherwise he/she makes the evaluation only because he/
she knows the importance of evaluations. Thus, many passengers claim not have a
description for writing about a driver and believe that the evaluation only through scale
should be enough (evaluation 1-5 stars). The written text field should be optional for
those who have something relevant to say about the driver.
Impact area
Usability
Level
Light
28. Repeated request to
evaluate the same person
Some passengers take rides with the same drivers for more than once since they
have similar routines. The system prompts the passenger (and vice versa) to make an
evaluation of the driver at every trip, but in the user understanding it should evaluate
the person which offers the ride and their habits and not individually evaluate each
trip made. For this reason, they do not perform a second evaluation for a person and
excessive requests to perform this activity bothers.
Impact area
Experience
Level
Moderate
/6764

66. MAJOR ISSUES
.1 Phone display - Driver
.2 Sorting by date and time - Passenger
.3 Replacing passenger - Driver
.4 Recurrent ride - Driver
.5 Exchanging messages by app - Passenger
.6 Cancellation of ride by driver - Passenger
.7 Cancellation of ride by passenger - Passenger
.8 Confirmation by phone or message (Whatsapp or SMS) - Driver
.9 Repeated request of evaluate the same person - Passenger
.10 Stopping Points vs Price per passenger - Driver
/6765

67. NEW USERS
People who knew the service through an indication from anoth-
er person or visiting the website understand the purpose of the
service and the procedure required to get a ride. What differen-
tiates them from users who already use the service is the ampli-
tude of the service and the context from which they imagine us-
ing a ride. While active users use the service to travel between
cities, new users imagine using both travel between cities and
travel and routes within the city, like going to college or return
from an evening party. Some interviewees believed in the possi-
bility of finding a ride immediately, similar to taxi services.
All of them believe in the success of the service and claim to be
willing to try and use it, either as a passenger or as a driver.
/6666

68. THANK YOU

69. CONTACT
DANIEL GRANERO
Email: granero.dan@gmail.com
VITOR AMORIM
Email: amorim.vitor@gmail.com