A global ride-hailing company approached us with the challenge of increasing the number of drivers on the road due to rising demand. They were facing issues with their existing driver sign-up process, resulting in high dropout rates and poor conversion.
To address this, we conducted an analysis of the current sign-up process using Behavioural Science principles and aimed to create a best-in-class sign-up journey. We applied our proprietary Friction Audit methodology to develop behaviorally informed prototypes for testing with potential drivers.
Behavioural Science Lens Review: We first conducted a Behavioural Science Lens Review of the current driver sign-up process to identify triggers and barriers throughout the journey.
Friction Audit: Next we applied our Friction Audit framework to the driver sign-up as well as competitors inside and outside the category to evaluate best-practice sign-up experiences.
User Experience (UX) Interviews: based on our recommendations, we tested prototypes of the new experience via 16 x UX interviews.
Six behavioural insights were identified as Behavioural Design principles for the new sign-up journey, including offering visibility regarding time and effort requirements right from the start of the journey.
These principles include providing chunked, real-time feedback and progress markers in manageable segments, enhancing the overall user experience.
The journey also needs to use imagery and language strategically to continuously prime a driver’s motivation, ensuring their commitment to earning throughout the process.
Research showed that providing an up-front checklist of documents needed for sign-up led to a 20% increase in completed sign-ups and a 10% increase in drivers taking a first trip.