Fastlane

Facilitating East Bay to SF commutingFriday, October 11, 13

Friday, October 11, 13

source: 511 Rideshare


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FastLane is a service that simpli!es carpooling

by allowing commuting drivers and riders

to !nd a match at the last minuteand take the carpool lane to work.


Getting to know people from their neighborhood

Feeling of community spirit in the bay area



Key Partners Key Activities Value Proposition Customer Relationship

Channels

Customer Segments

Revenue StreamsCost Structure

511.org:Bay Area Traf!c, transit rideshare, bicycling information hub for 9 counties of the bay area

City governments

Neighborhood associations

RegisterIdentity veri!cationMap Search for matchMatchRidepay & review

ConvenienceEf!ciencySafetyCost reductionReducing time to commuteEnvironmental friendly



Drivers and riders who commute between the East Bayand San Francisco

Bus StationsCarpool meeting pointsSmart PhonesWebsite

Developing website and appCommunity managementPresence indicator on Bus stations

Drivers: cost per ridePremium service as “extra safety tag”

Key Resources

Drivers with carsBus station presence indicatorsWebsite and appAccess to 511.org database, including traf!c

Business Model Canvass


Planned Last Minute

Low Cost

High Cost


Carpool is rarely used for commute (4% or less)

Main factors for choice of transportation: Speed, Predictability, Proximity

According to the survey,


Pain Points

Finding a meeting point location

Waiting in line for a car

Waiting in line for riders

Finding a match on the current website


Value life work balance

Ef!cient use of time with "exible schedule

“Cars are too expensive in the city but carpooling is not reliable”

LIFESTYLEHe enjoys the suburb life with his son and wife away from the city but won't say no to a drink after work. He loves to visit art exhibitions worldwide.

IMPORTANT Barry wants "exible, ef!cient, and reliable transportation. He values the control over his schedule that driving

CONTEXT He commutes alone to his job in the city every day, a drive that takes an hour each way.

PAIN POINTS Paying $30 for parking in the city every day is expensive.

FRUSTRATIONS Barry has no good commute options. The bus is slow and light rail is too far away from his home and he doesn't want to park his car by the train station.

Casual carpools are too unpredictable, don't work well when he travels outside rush hour and changes plans at the last minute.

Spencer Lee - HR Director - 55Suburb Lifestyle in Richmond Point

time

money


“I need my car all the time and get stuck in traf!c often”

It is too expensive to commute back and forth twice a day

It is more dif!cult to !nd riders on my way back from San Francisco

I went more time with my dog and my boyfriend.

LIFESTYLECharlotte lives in the affordable Oakland with her dog. She has a part-time job working evenings in the kitchen of a select downtown establishment and occasionally picks up of!ce temp work.

She used to have a motorcycle, but was totaled. She enjoys to watching moviesonline and spend time with her niece.

IMPORTANT She needs her car in the city. She wants to be safe when traveling in the late evenings.

CONTEXT She stays at her boyfriend’s house in the evening, then reverse commute back in the morning to see her dog.

PAIN POINTS She hates that her commute is time away from her boyfriend or her dog. Driving is expensive.

FRUSTRATIONS Being stuck in traf!c

Charlotte Logan - Restaurant Worker - 26Multiple commute in a day

time

money


“Carpooling is great when it works. Helping others and getting to work on time is a good way to start the day!”

Finding information about car-pooling when she needs it not easy

LIFESTYLEElena is a married and has a daughter, Marica. She works in San Francisco and lives in Piedmont.

She enjoys yoga and believes that carpooling is a great way to limit pollution.

When riders propose to pay the optional $1.25, she does not accept. This helps her get to work on time.

IMPORTANT She wants to spend quality time with her family. The carpooling system is not consistent over time.

CONTEXT She picks up riders at the carpool point after she drops off her daughter to school.

PAIN POINTS Sometimes there are no riders to transport at my pick up spot. Not sure where the others are... This makes the commute unpredictable.

FRUSTRATIONS “Being late while my class is waiting for me. I have to drop off my daughter extra early to ensure that this does not happen.”

Piper Kujak - Special need teacher - 35Avid Carpooler

time

money


“Whichever comes !rst: Bart or Carpool.

“I prefer the comfort of a car. I can read or work. No rush hour drama”

LIFESTYLEJon is a single man living in Berkeley.

He’s loves to cook and dreams about becoming a chef. He has a membership in a community garden where he grows his vegetables.

He stays up late socializing or on the web

IMPORTANT Jon has a car but prefer not to drive it and use it for local errands. Driving the car at rush hour in the evening is not conceivable for him.

CONTEXT He lives next to the North Berkeley BART Station. “if there is a driver for me, I will carpool”. I can work from the car and be comfortable. Not like in the BART at rush hour!”

PAIN POINTS BART Strikes: no BART and not enough cars. “There are few drivers in the evening and sometimes I have to carry equipment home. ”

FRUSTRATIONS No choice but BART on the way back. “BART is terrible in the evening rush hour. It is packed at Embarcadero, my station”. “Plus people are not polite, you have to stand. There is no way I can use my iPad or just relax after a long day.”

Jon Camerino - IT Manager - 42Rider looking for convenience before all

time

money


Self regulated system

Information is communicated from word to mouth

Riders warn each other against bad drivers while in the line

Riders can pay for $1.25 to cover the toll ($2.50 per ride), but it is not mandatory.

There are more carpoolers when there is a Bart strike because of the additional traf!c

1970

6,100 participants/day

1,670 carpools/day

13 East Bay sites

2 SF sites

80% 4-5 days/week

About the money exchange

63% drivers say they take whatever the rider gives them. They don’t expect to be paid on the way back to East bay (no toll)

90% riders are willing to pay.

It’s not about the commute expenses, it’s about convenience.


Remaining problems

The current website is too complicated to !nd information at home or on the go.

Matching riders to drivers

Finding a meeting point location, or a back up location


User Journey Current State


User Flow


First Iteration


Learnings from !rst Iteration

Name of app needed to change

Calling in advance of a ride is problematic:- how will the system anticipate the timing with moving drivers- disruptive to driving- tester don’t feel comfortable to calling strangers

The table view had too much information and the lay out of timing is too confusing

Timing match needed to be resolved

Carpooler need to be aware of the rules


Second Iteration


Learnings from second iteration

Timing was still a problem. Testers says that it would be dif!cult for carpooler to evaluate their meeting time even 15 or 30 minutes in advance.

The map screens which do not include many of the controls

Testers found that the “bump” interaction (similar to high-!ve with the phone in hand) at the beginning and end of the ride was a bit too “invasive”. Especially with more than one rider.


Wireframe 1


Learnings from wireframe 1

More work required on map and timing


Wireframe 2


Learnings from wireframe 2

Map screens could potentially become too busy if with additional icons

Additional tests con!rmed that a later phase should include social network contacts. The map could !nd matching friends and acquaintance.


Fastlane

Business

Transcript of Fastlane