Case study: How Wheely motivates drivers to work with points for less profitable orders

All services of personal drivers and taxis have one common problem — at certain times the demand for drivers exceeds supply greatly. Because of this, passengers long wait for my car and can not find any free driver. This is due to the fact that the driver is disadvantageous to get to the client in traffic jams, or he just doesnt want to work at night or early in the morning. So drivers are more willing to work and take orders “soon”, some companies pay for them or impose high tariffs during peak hours.

But we didnt want to carry the costs of passengers. Another problem was unequal distribution of favorable pre-orders between drivers. Some drivers took orders only transfers. One of them even created a script that automatically updates the list of orders every 10 seconds and collected all transfers to airports.

Such non-transparent allocation of orders in the end demotiviruet drivers to work. Will tell you how we are using gamification motivate drivers to work on orders in the near future without increasing the cost of travel. We were confronted with two tasks simultaneously.

To motivate the drivers to work on unprofitable orders in the near future and make transparent the distribution of favorable pre-orders for them. If nothing is done with these two tasks, the employees will sit at home in the hot passengers time and go on line only at a favorable pre-orders and the transfers to the airports. The solution was the introduction of an artificial currency for drivers. Now they earn points when fulfilling orders for the near future.

Their number depends on the time of day and day of the week. Then they spend points earned on orders in the airports and pre-orders (without points they are no longer able to execute profitable orders — approx. Ed.). Lets first examine how drivers earn points for the execution of orders in the near future.

The number of points for the order in the near future depends on the time of day and day of the week. So they reflect the complexity of vypolneniya trips for the company. Orders in rush hours are valued higher due to high demand and strong load drivers. The most “expensive” time to work — peak hours in the mornings and evenings on weekdays, and nighttime, when most of the drivers asleep.

Another way to earn points is to participate in marketing promotions Wheely. Periodically we arrange for users action, by which they can order the driver with a gift or surprise. For example, on Valentines Day the drivers took passengers out on dates, surprises — to the cinema, theater or restaurant. In such orders, they not only receive the fixed payment, but also earn points of the motivation system.

The driver dials the number of points and spending them on pre-orders, is presented in two ways. Transfers from the fixed cost and normal pre-orders. The number of points to obtain the transfer depends on the time of day and day of the week. More profitable orders to the driver are worth more points.

Drivers beneficial to take orders for transfers, since they have a high fixed cost, they bring more income. At night to take passengers to the airport easier because of the empty roads. So we set the very high cost in points for transfers at night.

In the same way the cost of transfers to the rest of the watch is determined by the demand among drivers. Left to count the cost of all remaining pre-orders. We sell them by the system of Dutch auction — every order is declared to be the starting price, and it gradually decreases until it finds the first buyer. The starting price of the orders depends on the time of day, day of week and previous trips of the customer.

She postepenno decreases until it becomes equal to the price for a trip in the near future. For the calculation of the starting value, we have introduced the concept of rating order. There are three options of calculation.

After we define the rating of pre-order, it added the factor of time of day and day of the week. The resulting amount — the starting cost of the order. In some time intervals the coefficients of the negative. This means that the driver does not pay for pre-order, and gets extra points for its implementation.

Unlike transfers, the usual pre-orders are more expensive in the daytime, as most of the drivers in the city prefers to work day. In the end.

Read more: google.co.uk/blog/fintech-startups-top-5-opportunities/

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