Experience time: 2013 September1-2017 June 22nd.

Experience products: Didi IOS version

Software version: V5.0.22

Device model: iPhone 6 plus

Operating system: iOS 10.3.2.

Since Internet tourism started in China in 2006, Internet tourism has experienced a comprehensive coverage from mass users to industry users, and the continuous exploration of subdivision fields. With the deepening of the mobile Internet, the change of netizens' lifestyles, and the promotion of enterprise informationization and smart cities, Internet travel has ushered in a peak period of development.

Didi's current round of F financing is valued at 30 billion US dollars, and the total amount of financing is expected to be110.87 million RMB. As shown in the figure, the main investment institutions are Jinsha River, Tencent, Sina Weibo, Alibaba, Apple, Softbank China and China Merchants Bank.

There are several main indicators of travel mode: ① time, ② price, ③ comfort, ④ safety.

As shown in the comparison chart of travel modes, taking a taxi is excellent in time and comfort, but the safety is weak and the price is high.

So what kind of people will choose to take a taxi? People who are in a hurry or have high requirements for comfort and can accept higher prices.

The difficulty of taking a taxi has long plagued China people. Before the emergence of Didi, the difficulty of taking a taxi can be broken down into the following problems:

1. It is difficult to take a taxi offline: 1) The time when the taxi passes by the passenger's place is random, which leads to the uncertainty of the passenger's waiting time; 2) The taxi driver refuses to carry;

2. Booking a taxi by telephone, the quality of service is difficult to guarantee, and it is difficult to find the other party;

For passengers who want to take a taxi, their demand is 1) to take a taxi quickly or make an appointment; 2) Get on the bus and get to the destination quickly and comfortably.

Whether it is a taxi driver, a car driver or an express driver, the core demand is to make money. The improvement is as follows:

1. Received a good list. The "good" here may mean making a long mileage list, a free ride list and so on according to the driver's current needs.

2. Reduce the dead time.

Product functions are mainly divided into three categories: travel mode, my information and other services. The main interface is the travel mode and map, and my information and other services are displayed in the drawer. In the settings, there is a very intimate function, which improves the safety of travel. After filling in the emergency contact, you can choose to turn on and automatically share the itinerary with the emergency contact in the form of SMS. At the same time, if you are in danger, click Emergency Help and send a message to the emergency contact.

The product use flow chart and the optimization points in each stage are shown in the figure, and then the optimization points in the through train process are introduced.

Requirement: Girls should ride in absolute safety.

Question: There are often news about women taking online car accidents. The female teacher of E.G. was robbed and killed by the driver on the fake car, which caused many women to have certain concerns about taking the express train and the special car alone.

Suggestion: 1) You can choose the driver level by taking the express train or the special bus; 2) Introduce special safety vehicles, and strictly screen drivers who have been adding Didi for a long time, complete information and good evaluation.

Demand: 1) anxious users are most concerned about time; 2) Reference factors of carpooling choice: price &; Time.

Problem: The full time is not displayed before taking a taxi. The waiting time will be displayed on the pushpin on the map, but make sure that the taxi page does not display the total time information.

Suggestion: Increase the display of estimated total time, which is equal to waiting time+start time to end time.

Demand: fast and low-cost taxi

Problem: 1) Waiting list is very long; 2) It is difficult to call a car without increasing the price; 3) The driver who takes the order is far away.

Suggestion:

1) further optimize the allocation strategy of the order system, and comprehensively consider factors such as the location of users, the location and direction of drivers, destinations and prices.

2) Integrate all kinds of vehicle resources on the whole platform. For example, when the express train breaks down, you can prompt to use other types, such as taxi or special car.

Requirements: Both parties communicate efficiently.

Problem: When the contact point is clear, there is invalid communication when making a phone call.

Suggestion:

1) With clear contact points, strengthen communication with the help of maps and IM information.

2) When the contact point is not clear, use map+telephone.

Demand: 1) After getting on the bus, passengers want to know the arrival time; 2) The passenger doesn't know the route, and a driver asks the passenger how to get there.

Problem: The route and arrival time are not displayed on the passenger side.

Suggestion: Show the planned route and arrival time on the map.

Demand: 1) For passengers, get taxi coupons. 2) For the platform, increase the daily work and order quantity.

Analysis:

1) For passengers, the validity period of the received coupons is too short, the preferential strength is extremely small, and the user experience is not good;

2) For Didi Platform, the validity period and strength of coupons are mainly set from the perspective of commercial interests.

Suggestion: strike a balance between the passenger user experience and the commercial interests of the platform.

1) Extend the validity period of the coupon as much as possible with minimum incentives;

Or 2) give the entrance a random coupon before each payment (the discount is less), and pay after receiving the coupon.

The development of Didi Chuxing facilitates our travel, but at the same time it also introduces some problems because of the low price to seize the market. For example, 20 13 to 20 15 subsidized a large number of passengers and drivers. People who used to travel by bus and subway chose to take a taxi online because of the ultra-low price. At the same time, a large number of foreign cars enter Beijing, and foreigners drive in Beijing, which increases the burden rate of roads and cars and intensifies urban congestion.

The central government and Beijing local government have always insisted on giving priority to the development of public transport, moderately developing taxis and encouraging green travel. The negative impact of Didi runs counter to the government's advocacy.

From the beginning of 20 17, it is difficult and expensive to take a taxi when traveling by Didi. The era of crazy subsidies for passengers and drivers is over. On the one hand, it is difficult to take a taxi because of the decline in transportation capacity and high demand for cars, on the other hand, it also has the influence of the new online car rental policy.

From a strategic point of view, Didi's next direction can be cut in from the following three points:

First, cooperate with the government to vigorously develop public transportation, make carpooling, hitchhiking, public transportation and other business lines bigger and stronger, and further optimize the passenger experience.

The second is to adjust the strategic layout of the remaining network car service, which is mainly based on express trains and special cars, and shift from low-cost services to high-end services.

The third is to increase the transportation capacity from the previous two points.

Finally, as a long-term user of Didi, I hope Didi can get better and better, just like slogan said, make travel better!