Gig Product Discovery
Timeline
Jan 2023 - May 2023
Team
PM, designer
Role
Research
Overview
I was part of a team tasked with exploring the gig industry to develop a product that improves driver safety and helps our partners retain drivers.
As newcomers to the gig space, our primary goal was to understand gig drivers' tasks. The project involved conducting user interviews, analyzing our findings, researching rewards, and creating a user journey to integrate our insights.
Examples of gig companies
Background
A gig company is a type of organization that operates by hiring contract workers for short-term assignments or tasks. At CMT, we have partnered with gig industry giants, enabling us to gain valuable insights into how their drivers perform on the road.
The gig companies CMT has partnered with prioritize driver safety and are eager to improve their safety protocols in a timely manner. By analyzing the driving patterns and behavior of their drivers, we can help these companies identify areas of improvement and take proactive steps to ensure the safety of their drivers and other road users.
Execution
Snapshot of part of the interview guide
I conducted in-depth research to gather insights directly from gig drivers, aiming to understand their unique tasks, needs, and pain points. This process included seven 30-minute interviews over Zoom, utilizing the userinterviews.com platform to facilitate these discussions. Through these conversations, I gained a comprehensive view of gig drivers' experiences, which informed our approach to building a product that meets the requirements of gig companies.
Categorized interview notes by recurring themes
Following the interviews, the product manager and I collaborated to organize the collected data into emerging themes on a Miro board. This enabled us to create a TLDR summary and identify crucial insights into the Jobs-to-be-Done of gig drivers, including what matters most to them.
Market research and reward structure brainstorming in Miro
Following interviews, we explored reward structures for a 3-month pilot program by referring to studies, reports, and our expertise in Usage Based Insurance (UBI). In addition, we examined rewards programs of other apps, including those with simple UI and different reward models.
First page of the user journey
The Impact
Drawing on insights from interviews and our brainstormed rewards structure, I constructed a user journey for "Angie," guiding the reader through a scenario of downloading, signing up for, and using our new app in her daily life.
By developing personas and understanding gig drivers' day-to-day challenges and motivations, we designed a user journey that mirrors their experiences. This comprehensive approach enabled us to start the creation of a product tailored to their needs.
This foundational research is still being used and iterated upon in subsequent projects.