I am leading an initiative to optimize corporate ride management by reducing reimbursement rates, increasing the conversion of cash rides to monthly invoicing, and improving the onboarding experience. This project aims to enhance operational efficiency, reduce costs, and improve user adoption.
Corporate reimbursement rates are excessively high at 86%, and over half of cash rides remain unconverted to monthly invoicing. I am leading a project to reduce reimbursement rates to under 10%, convert 50.6% of cash rides to monthly invoicing, and streamline onboarding to lower bounce rates.
Bulk Upload
Allowing Admin to upload a list of employees in a CSV format which includes name, number, and email address. This control allows LME’s to upload as many users as they can into the portal.
Policy
Set of control which an admin can create against the employees which have been uploaded into the system, Admin can create an infinite group of policies and naming them according to his/her need.
Admin Controls
There are two different roles of Admin in the system, it was design by seening how the booking ride happening in companies, Super Admin is the one with full control from adding user to creating polices and he/she can create a helper who is allow to book rides for other people.
Spend Allowance
Admin should have control to give each group a particular amount which can be consume by the user inside the group policy Amount will based on the currency where these user will located at time of the booking the ride.
Ride Allowance
Limiting user not misuse the allowance, A control needs to be there to allow user to take no of rides depending on the group mobility. Admin can make it daily,weekly and monthly ride allowance.
Qualitative
We strategize our design research to understand the basics of corporate careem experience with current partners. We conducted interviews with each stakeholder from different departments, starting from corporate sales, client admin, and finance department. These all had an interaction with Careem for Business directly or indirectly every day.
Quantitative
design research to understand the reimbursement was at 86% at the sample size of 21 clients, Promising data which shows 50.6% cash-based rides on C4B and Bounce rate was 60% of the total onboarding.
Discovery
Onboarding a client on the platform was as we enroll 5000 companies from MENA, the process is hustle and increase the bounce rate from 8% to 46% from 2015 to 2019, Clients were avoided using the C4B services. Plus Converging the cash payment to bring down reimbursements.
Understand
Stakeholders shared their vision for Q1, what they vision for Careem for Business’s users, and why. Understand the backend Careem solution and how the process of invoices are created. Our research included competitive analysis to understand and observe other competitors and their processes.
Information Architecture
Multiple interaction was needed to understand how the flow works in IA, we come up with all the information as per need by product and our research to be part of our IA.
Concept Mapping
Since multiple users will be interacting with the portal, we need to understand the various access controls required for each user role. This will help us design the backend to manage and grant appropriate
Customer Journey
To understand layers of user interaction, we design an extensive UJ (User Journey), which helped us to understand the flow of both corporate admin and user on the customer app. We have design Extensvie Journey maps with multiple interaction on different platforms with the ecosystem of the careem.
Deep Dive
In this expanded user journey, we used concept mapping of super admin and admin. From self sign up to book a ride end to end. We divided corporate admin into two types, credit card, and monthly billing. With excessive research and analysis, we were able to perform an information architecture of the admins to book the ride without any issue.
Product and business
As research against users and customers comes a long way, we concluded a list of items to incremented in the product cycle, therefore we have to remember our business goals as well where we want the onboarding process to be seamless and also have an automative for adding employees creating policies.
Output
As a result, after implementing Careem for business, we have reduced reimbursement down to 22% in just about a month of deployment. The total deployment took 3 months.
Outcome
This solution to the new features also resolved the billing and time management for partners. Our focus was primarily on ride-hailing during this research, whereas food and delivery are now integrated on Careem for business.
Constraints
We have limited user on the platform
Budget for the project was only create policy and bulk upload in the phase one
© Ali Siddiqui. 2024
alishaharyar@icloud.com