Storyline
Prasanna works for a Banking Firm as a Manager. He owns a car, but hates wasting time in traffic. He uses Ola to travel to work, loves to travel at comfort, thus prefers sedan over hatchback. Bookings close to 25 rides per month, Prasanna faces difficulty in finding cabs during peak hours, also ends up paying extra due to peak hour pricing.
Prasanna joins Ola Select and gets the cab type of his choice irrespective of peak hours or normal hours, at ease. He also gets half of his work from his wifi enabled cab, as the drivers are top rated, the ride is smooth and comfortable.
Intro
Ola Select is a subscription based membership program which offers premium benefits like:
1. Peak pricing waiver
2. Priority allotment
3. Free Wi-Fi access in all cab rides
4. Top rated drivers
5. Priority Support
6. Airport Lounge access
7. Offers and discounts from partner brands.
Platforms Launched
iOS
Android
The Team
I worked closely with Aravind (Product designer), Ankur (Product Manager), Sunit (Design Head) and the iOS, Android developers at Ola.
Timeline
The project roughly took close to one month to flush out the flows for iOS and Android (first version). Branding and visual style took close to 2 Weeks. The feature was launched in one and a half months time.
Task
Experience of Ola Select across iOS and Android
Branding and Visual style
Ideation
Ola Select was targeted at the high frequency premium users of Ola. I researched premium membership programmes offered by other brands in the banking, tourism, design space. I had framed a visual style in my mind.
I worked with the product team to identify the key flows for the feature.
Value proposition
1. Peak pricing wavier
2. Priority allotment
3. Free Wi-Fi access in all cab rides
4. Top rated drivers
5. Priority Support
6. Airport Lounge access
7. Offers and discounts from partner brands.
Target Users
High frequency premium users
Touchpoints
Nudges
- User exploring the app
- User booking a cab during peak hours
- User failing to get a cab during peak hours
Common landing page, plan page for all the nudges
- Marketing campaigns targeting the Premium + high frequency users.
- Payment was to be handled by Ola Money
Post Onboarding
Communicate the benefits that the user receives.
Design
Onboarding
User exploring the app
This is the time when he can consume and understand the benefits of the program better. We thought/ tried out inlets to get the user to read and understand the program better.
A- The category panel in the home screen had a permanent space for marketing, this could be used as an entry to Ola Select
B- The hamburger menu can be used as a permanent place for the inlet to Ola Select
Both of these will lead to a common landing page, plan detail page and the payment to be taken care by Ola Money.
(We tested out two variations of onboarding screen. One with a vertical long scroll and another one with a horizontal scroll. It was observed that the conversion was more in the vertical scroll, as users are accustomed to a vertical scroll and all the information is available in the single scroll)
User booking a cab during peak hours
During high demand time, to manage the supply, Ola introduces peak pricing. This could be leveraged as an inlet to explain peak pricing waiver benefit to the user. Hence we planned to introduce an inlet in the confirmation screen and onboard the user.
User failing to get a cab during peak hours
During high demand time, there is high probability of less availability of cabs. This could be leveraged as an inlet to explain priority allotment benefit to the user. Hence we planned to introduce an inlet in the no cabs screen and onboard the user.
Marketing
The creatives designed as a part of branding was used by the marketing team for social media campaigns, emailers etc.
Post Onboarding
Custom stamps were designed to reinforce the benefits delivered. These stamps were used in the app at respective interfaces.
While a Select user searches for a cab, Ola does it in priority. We used the Select identifier in these screens to communicate the benefit.
Impact
Post the launch, Ola Select gained good traction from the high frequency users of Ola, mainly due to the peak pricing waiver. Airport lounge access and the priority allotment were also talked about in social media. The visual design of Ola Select aIso received a lot of appreciation from the users.
Thank you!
