Various perspectives integration (Key stakeholders Canvas Empathy Map)
An Empathy Map will be used to understand the perspectives of key stakeholders, (based on interviews conducted by the group members-Appendix).
Goal
The previous assignment revealed that DiDi is facing different challenges of accessibility, due to multiple reasons and customer segments. So, the key goal is to increase the accessibility of ride-sharing services for these targeted customer segments.
What are we emphasizing on?
- Increase the accessibility of DiDi ride-sharing services among different groups of people and regions.
What do they need to do?
- Understand the needs and perspectives of different customers (based on geographical locations, social class, income, race, and gender, etc.)
- Implement suitable measures and develop sustainable solutions for DiDi.
What do they think and feel?
- Customers think/feel they cannot afford the prices/fares of ride-sharing services.
- Users/drivers think ride-sharing is not a good idea and prefer traveling via public transport or self-cars
- They think ride-sharing services do not operate in their region/area.
- They think ride-sharing services are for upper-class and urban city passengers.
- Some people feel unsafe to travel with strangers or people of a specific race/color/religion.
- Customers think Ride-sharing is a male-dominant industry.
What do they see?
- People of different colors (black or brown), races (indigenous communities), social classes, or religions experience discrimination and lack of rideshare options.
- Lack of awareness about diversity and multiple customer needs in the drivers of Didi.
- Similar services are present in the market (Ola, Indriver, and Uber, etc.).
- They see limited ride-sharing services in their vicinity (especially in remote or low-income areas).
What do they say and do?
- Customers use ride-sharing, based on service quality, prices, convenience, and offers.
- Take any available ride from different service providers, based on price and availability
- Low-income/specific ethnicity Customers say drivers won't give them a ride in their cars.
- There are no ride-sharing companies operating in remote or rural areas. This service is only for urban areas.
- They travel in public transport and say ride-sharing is expensive.
- People of remote areas/regions use other modes of transportation like: biking, cycling, and self-cars due to the unavailability of DiDi service in their area.
- Customers of many social groups avoid using ride-sharing services, due to their negative experiences and discrimination faced by similar passengers.
- DiDi customers give negative feedback, in case of any bad experience and switch to other service providers, like Uber.
What do they hear?
- Ride-sharing is based on the concept of a shared economy/gig economy.
- There are many ride-share companies in Australia, but there is a lack of availability and accessibility of car-sharing services among different groups and regions of Australia
- Customers hear stories on television and social media, regarding incidents of violence and discrimination caused by ride-sharing drivers.
- Uber is the market leader, due to its market share, services, and prices.
- Customers hear about the safety issues/discrimination issues of DiDi drivers towards Africans, females, disabled people, lower class, etc.
Pains
What are their fears, frustrations, and anxieties?
- Customers fear facing harassment or negative behaviour by drivers while taking rides.
- Fear of security, theft, abuse, violence, and reliability, while using ride-sharing services.
- Frustrated when charged high prices or driver takes long routes for commute, etc.
- Fear of being denied to access essential services, due to belonging to a specific ethnicity/social group/low-income status.
- Fear of not understanding the language and instructions of drivers/passengers of different languages/cultures etc.
- Customers get frustrated with the lack of drivers in their regions (geographical disparity)
- They are anxious about traveling with unknown passengers and getting discriminated by the drivers, due to different reasons.
- Frustration, due to the lack of affordability of the high fares of ride-sharing, due to the lack of availability of economical rates.
- Disable customers' fear of facing discrimination based on their disability.
- Frustration with the lack of accessibility to service and lack of training and understanding of drivers.
- Get anxious, when treated badly or unethically, by the drivers of DiDi
- No rules and regulations for female and disabled customers and driver safety is frustrating.
Gains
What are their needs, wants, hopes and dreams?
- They need convenience, good service, reliability, and affordable rides.
- More accessible and inclusive ride options for different customer segments and regions (based on their needs).
- Instructions, packages, and drivers accommodating different customers of different languages, social groups, income ranges, areas, etc.
- Equal opportunities and facilities for all types of passengers.
- Promise and necessary procedures to ensure Safety, reliability, and safety of customers from DiDi
- Suitable training for the drivers to deal with different passengers with different needs.
- DiDi needs to invest more in diversity and inclusion training
- DiDi should incorporate strict rules and policies for discrimination.
What other thoughts and feelings might motivate their behaviour?
- More price affordability, availability, driver behaviour, and service quality can motivate all types of customers
- Customers can be motivated by the social inclusion and economic opportunities provided by the DiDi platform
- Customers can be motivated by the sustainable goals and services provided via the DiDi Platform.
- Customers will be motivated with DiDi, if its offerings and programs are making a positive social impact in the society, by supporting different social groups, communities and social classes, etc.
- Positive reviews from other passengers can help to motivate the customers to take DiDi services, more frequently.
