10. FastLane is a service that simplifies carpooling
by allowing
commuting drivers and riders
to find a match at the last minute
and take the carpool lane to work.
Friday, October 11, 13
11. y
y Key Partners Key Activities Value Proposition Customer Relationship
Channels
Customer Segments
Revenue StreamsCost Structure
511.org:
Bay Area Traffic, transit
rideshare, bicycling
information hub for 9 counties
of the bay area
City governments
Neighborhood associations
Register
Identity verification
Map Search for match
Match
Ride
pay & review
Convenience
Efficiency
Safety
Cost reduction
Reducing time to commute
Environmental friendly
Getting to know people from
their neighborhood
Feeling of community spirit
in the bay area
Drivers and riders who
commute between the East
Bay
and San Francisco
Bus Stations
Carpool meeting points
Smart Phones
Website
Developing website and app
Community management
Presence indicator on Bus stations
Drivers: cost per ride
Premium service as “extra safety tag”
Key Resources
Drivers with cars
Bus station presence
indicators
Website and app
Access to 511.org database,
including traffic
Business Model Canvass
Friday, October 11, 13
13. Carpool is rarely used for commute
(4% or less)
Main factors for choice of transportation:
Speed, Predictability, Proximity
According to the survey,
Friday, October 11, 13
14. 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
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15. Value life work balance
Efficient use of time with flexible
schedule
“Cars are too expensive in the city
but carpooling is not reliable”
LIFESTYLE
He 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 flexible, efficient, 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 - 55
Suburb Lifestyle in Richmond Point
time
money
Friday, October 11, 13
16. “I need my car all the time and get
stuck in traffic often”
It is too expensive to commute
back and forth twice a day
It is more difficult to find riders on
my way back from San Francisco
I went more time with my dog
and my boyfriend.
LIFESTYLE
Charlotte 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 office temp work.
She used to have a motorcycle, but was
totaled. She enjoys to watching movies
online 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 traffic
Charlotte Logan - Restaurant Worker - 26
Multiple commute in a day
time
money
Friday, October 11, 13
17. “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
LIFESTYLE
Elena 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 - 35
Avid Carpooler
time
money
Friday, October 11, 13
18. “Whichever comes first: Bart or
Carpool.
“I prefer the comfort of a car. I can
read or work. No rush hour drama”
LIFESTYLE
Jon 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 - 42
Rider looking for convenience before all
time
money
Friday, October 11, 13
19. 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 traffic
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.
Friday, October 11, 13
20. Remaining problems
The current website is too
complicated to find information at
home or on the go.
Matching riders to drivers
Finding a meeting point
location, or a back up location
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26. Learnings from first 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
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28. Learnings from second iteration
Timing was still a problem. Testers says that it would be difficult 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-five with the
phone in hand) at the beginning and end of the ride was a bit too
“invasive”. Especially with more than one rider.
Friday, October 11, 13
34. Learnings from wireframe 2
Map screens could potentially become too busy if with
additional icons
Additional tests confirmed that a later phase should include
social network contacts. The map could find matching
friends and acquaintance.
Friday, October 11, 13
