Customer App
Context
Tusker Village Transport had been booking orders through its toll-free number as smartphone penetration was still low among the target customers in rural India when we started in 2016. The trends began to change in mid 2017 with smartphone prices trending down and device manufacturers targeted customers in Tier-2 Tier-3 cities
Goal
- Create a customer app that reduces the dependency on the call-centre for order placement and order tracking
Action
- Identified the target customers and surveyed the representative segments to understand smartphone ownership and usage patterns
- Mapped the mobile data network quality using geo-tagged pings from transport partner apps
- Created user personas, mapped the user journey in app and the information architecture
- Wireframed the screens for the major flows and created a prototype
- Tested the prototype with users and incorporated feedback
- Worked with a freelance designer to get the finalised designs
- Created PRD with specific focus on the user experience in low network areas (casheing of data and minimal server call backs in the order creation flow)
- Participated in sprints as product owner and conducted review sessions for delivery of quality code
- Shared the go-to-market plan with the CXO stakeholders and operations team
- Soft launch with 20 selected users for validation
Outcomes
- 70% of the orders came from the customer app
- Calls/order (calls to the toll-free number for order creation or enquiry) fell from 0.84 to 0.42
- Tusker is able to scale without the call center team’s resourcing being a constraint