How might we improve the taxiexperience?

Designing Happiness – Section 2 – Group 1

Kamal Faizal

A story of two opposites

• Cab driving is a Tough Job

• Money – a false illusion

• Own schedule- a small upside

• Fleeting transitory happiness– to fill free time

Kamal – the cabdriver standard

Outliers - Faizal

• The same Tough Job

• Differentattitude towards work

• Peoplenot Money

• Something for Society

• Music –a source of happiness

• Connectedness – feeling of community

Happiness is Contagious

In taxis, there is strong emotional contagion between the driver and the passenger…

Unhappy drivers create unhappy passengers…unhappy passengers create unhappy

drivers

Happy Cab Co.

happy drivers happy passengers happy profits

$

how to promote cabbiness…

Provide basic amenitiesfor the

passengerFilldown-timewith

learning experience

Let the driver know what youwant

Make a lonely job social

Personal

Inter-Personal

Passenger Driver

Barf bag for drunkards

Mobilephone

chargers

Passenger controllable

music

add amenities to the passenger area….

For passengers

be who you are, we understand….

Talk to Me

Leave meAlone

Drive Fast Slow Down

For passengers

fill dead time with fun learning…..

Use mobile gaming to help:

Language trainingReligious studyLocal knowledge

For drivers

making a lonely job, social…..

Facilitate connections to:

CabbiecommunityCulture from back homeReligiousgroups

For drivers

Promotion: Drive safe, be cabby

Focus on getting 100k drunk drivers off the road

Attention

Give a personal pitch:

“John drove into a parked car a few blocks from you. John was drunk. John was lucky and is going to be alright. Drive safe, be cabby”

Engage

1. Tell the personal and family stories of the people affected by car accidents

2. Explain the statistics nationwide and how the 100k goal is a meaningful number

3. Show people how well/badly their neighbourhood is doing in the effort

Take Action

• “Get home” pre-paid cards• Gifts• To have in wallet• To send friend home

• Single button “take me home” mobile app

• Door-to-door campaign in a box, with free gift cards for the organizer to give out