How would you design a cab service for the elderly?

Cab service is a facility that can be utilised to travel from one place to another. Elderly people might have some specific requirements in terms of assistance and services

Clarifying questions

• Geography - India

• Is it a new cab service? Do we already have a cab service catering to all segments and now you venture in the elderly segment - We are the first mover and don’t have any other services 

• About the fleet, is it company-owned or drivers or mix of both owned vehicles and driver owned vehicles - It is mix

Goal → Increase the adoption of the services

And when we say the adoption, it means the value addition it brings in respect to the current options

User segment 

• Drivers 

• Elderly 

  • Middle income and high income

• Service aggregator - customer service, complaints  

Since the service would be especially for the elderly it would have a premium so choosing the middle and high income elderly people
 

To scale in terms of the market size, Can I assume we are starting operations only in Tier1 and Tier 2 cities  - Yes 

Pain points

• Assistance services - need assistance in boarding, wheelchair etc

• Spacious cars - Need to have space to flex and relax

• Well maintained cars - It could mean the usage of ACs, Heater so to prevent them from weather conditions, did not stop in between due to maintenance 

Prioritize the pain point 

Criteria → compare with existing services

Assistance service makes sense as it will provide a dedicated service

Solutions [ Efforts - impact]

• Walk the mile (App or WhatsApp or call) [L -M 

  • The driver will pick the person and assist them to the car

  • Carry the luggage and responsible for dropping and out

• Spend the time (App or WhatsApp or call) [ H - L]

  • Usage perspective → Need to go shopping, medical, movie

  • Spend the time in shopping, doctor and subsequent tasks 

• Personalized (App or WhatsApp or call) [ M - H]

  • Favourite the driver 

  • Book the driver → talk together to sync the timings for non-important tasks

  • Monthly schedule such as shopping, visit to doctor

I will choose personalized service as it provides the flexibility to know someone closely and feel trust at the same time, the person can book for the recurring appointments in a single go.  

Since we are talking about elderly people, I would like to have at least 2 channels such as an app and call to make it easy for them to avail the service. 

Call - because few of them might not be tech-savvy

App - because their young family or caretaker can book the service for them or they can also book it for themselves. 

The call will give them the independence to not depend on anyone. 

Metrics 

• trips per month (TPM) - NSM

• % of repeat customers 

• % showing a preference for the same driver 

• No of favourites done for drivers

Guard rail metrics 

• Trips booked then cancelled 

It could mean multiple things, either driver refuges, they changed the plan, or the outside settlement done.