BACKGROUND
Time:
09.2016 (3 weeks)
Practice:
Field Study
Contextual Inquiry
Empathy Map
Team:
Yuan Wu (Sr User Researcher)
Ji Ye (User Researcher Intern)
The offline operation team in Didi Zuche (DZ) operated the offline service and fleets management for the car rent service. The offline service also includes front-end staff management and service spots development. The front-end employees have a mobile app to manage their day-to-day works.
In this project, the research team adopted field study techniques to investigate the interactions took place in face-to-face service. The field study unpacked the staff’s experience of their tasks, mobile app, and their interactions with end-user. We recognized certain silos in service operation and we discovered some issues in several areas: staff management and system policy; user experience of staff mobile app; cross-team collaboration and support service.
PROBLEM
From the previous research, the research team found that some face-to-face service encounters failed to satisfy customer. Hence in the field research, the research team looked forward to investigating the following problems:
Digitized service urged high-quality customer service. However, centralized customer service and front-end employee lacked experience and authority to solve a problem efficiently
全流程线上化减少了面对面服务触点。对比于竞品，滴滴租车客服难以触达，外勤缺少经验，均无法高效回应用户需求，解决问题。
When the car delivery service met the issue, the onsite service lacked a service standard.
对于车损，违章，取还时间等线下问题，滴滴租车尚未规范化服务标准和流程，车辆验收时经常产生客户投诉。
Service spot navigation & environment were hard to bear.
出于运营战略，滴滴租车简化服务点投入。在app上未做好服务点导航。造成了很差的用户体验。
Lacking training and experience. High turnover rate.
内外勤本身对于车况，道路和滴滴租车服务政策不熟悉。内外勤人员流失率高。
PROCESS
EMPATHIZING
Researchers' first step was to understand and empathize with the front-end staff. By implementing the work-along approach, I was able to step into the crews' shoes. Throughout the process, I gradually understood the cause and effect of the pain points took place in face-to-face service encounters. The field study and insights discovered contributed to further understanding of the requirements from real-users.
DAY 1
I took staff training from operation team. Installed the delivery crew's mobile app.
DAY 2
I spent one day in one service spot to conduct shadowing techniques including observation, interview, and discussion with staff.
I've been following three staff with three types of tasks in an intensive working day. Staying in the front-end line built up a relationship between me and the front-end employee, and they would like to share their story and really important insights. The research team discussed the field notes afterward and based on that we wrote the contextual interview outline.
DAY 3 Providing service to real user
I worked as a delivery staff in the same service spot where I conducted shadowing. So I was able to validate the problems I found and felt how terrible the environment was. Meanwhile, I walked the mobile app through again when I had real work orders. The one-day work validated the problems and provided me strong empathy with my "colleagues".
Complaint: I also got complained one week after: the customer seemed not happy when I'm not familiar with the vehicle.
CONTEXTUAL INTERVIEW
DAY 4
Based on the data collected from work-along and shadowing, the research team generated several focuses and framed the interview scripts. Then we visited different service spots and conducted contextual interview with different staff to dive into the deep insights.
With previous experience, the staff were willing to sharing their story with the research team. The difference in service spots made the staff follow distinct way of work.
RESEARCH INSIGHTS
Inspired by Fjord Service Prototyping Workshop, I recommended the research team with the visualization tool- Empathy Map. We used it to visualise the research findings and keep empathy within the team. The research team came up with a series of insights and suggestions based on the categories of employee’s journey.
Usability features, and some improvement opportunities to enhance the efficiency.
Shifts management and workload became essential problem at the moment. Current service model required more human resource. Meanwhile, better orientation and training were demand.
Lacking of backup support from customer service and without flexibility for on-site service. The Front-end employee requires knowledge about the service policy.
Lacking of positive respond to their feedback and complaint management is non transparent.
RESEARCH SUGGESTIONS
Front-end staff will be encouraged to leave comments and feedback through different feedback channels.
Initially, stakeholders will read the feedback but no response, which hit staff's motivation.
FE staff
Improving the transparency in the decision-making process. FE staff can feel that their voice will be heard.
激励内外勤通过不同渠道反馈意见和问题。
提高决策透明度，激励内外勤积极性。
Operation team will increase training time by pairing the novice crew and an experienced staff.
FE staff
Learn the tips and service policy in the onboarding process. Enhance experience in providing service.
End-user
The user will get experience from the more trained crew.
通过老带新，增加内外勤在岗培训时间。
让新人在岗培训期间逐步了解租车服务条例，积累服务经验。
用户将会得到更专业的服务。
Increasing mobile app user experience and optimizing the task flows.
FE staff
Better user experience will enhance the efficiency. New features will be developed based on the feedback.
End-user
The invisible service experience will be optimized.
根据内外勤反馈优化客户端，改进任务流。
客户端体验优化，提高工作效率。新需求开发将更多的考虑内外勤实际需求。
用户将会享受到更高效的服务。
In mid-term development plan, the new work order algorithm will be updated to optimize the workload.
FE staff
Reducing the long waiting time and efficiently complete order.
End-User
The optimization will also improve the end-user experience by increasing affordability.
派单机制和算法将会持续改进，以便优化人员利用率。
外勤将减少待机时间，提升派单量。
派单成功率提高将提高上门服务的可供性，优化用户体验。
The current training process was rather short and lack of informing about service policy and leasing rule. In addition, staff were told to guide user to contact customer service when everything happened (complaints).
Front-end staff is a significant touch-point in car rental service. User expects to solve problem efficiently when they are interacting with the staff, instead of calling customer service. Meanwhile, current customer service was not able to offer assistance efficiently.
Operation team provide information about service policy and user guide in training process and embrace it into staff's mobile app.
LEARNING
REFERENCE