inDrive

inDrive

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Oct 2022 – Present

Boosting cashless
rides in Brazil

Boosting cashless
rides in Brazil

In emerging markets like Mexico, Brazil, Peru and others, cash dominates ride payments in inDrive.

I led the initiative to increase the number
of cashless rides.

Payments in inDrive

  1. inDrive handles around 80%
    of rides in cash worlwide

  1. Passengers avoid to add cards
    in the app due to trust issues

  1. Instead, they choose local payment methods like money transfers

Challenges

Challenges

Passengers' view — Manually entering transfer details into the bank app
is frustrating and can lead to mistakes

Passengers' view — Manually entering transfer details into the bank app
is frustrating and can lead to mistakes

Drivers' view — We don’t like voicing transfer details, money should credit automatically

Drivers' view — We don’t like voicing transfer details, money should credit automatically

Company's view — Cashless users ride with us more often, so we should boost this option

Company's point —
We need to increase penetration with the mobile app among web users.

The first solution that was scaled to 48 countries

We implemented an MVP that allowed passengers to copy
and paste transfer details into their banking app to complete the payment.

Outcome

  1. In some countries, the CTR for the 'Copy transfer details' button reached 86%

  1. This launch gave us a +2% GMV increase from November to March

  1. However, we identified that many users don’t see the button on the active ride screen

  1. In some regions, longer translations push the widget out of view

Identifying a more effective solution for the Brazilian market

Benchmarking

We also researched current solutions in the B2C market and found that everyone used the same technology for fast money transfers.

Payment widget visual research

I conducted a first click test on five variants, including the already rolled-out version, to see if a new approach would offer more visibility for passengers.

Seamless money
transfers for Brazil

Passengers

We also researched current solutions in the B2C market and found that everyone used the same technology for fast money transfers.

So, we decided to reuse this technology for our B2B app.

Drivers

We also researched current solutions in the B2C market and found that everyone used the same technology for fast money transfers.

So, we decided to reuse this technology for our B2B app.

Solution for promotion

We also researched current solutions in the B2C market and found that everyone used the same technology for fast money transfers.

So, we decided to reuse this technology for our B2B app.

Workshop

We also researched current solutions in the B2C market and found that everyone used the same technology for fast money transfers.

Solution

We also researched current solutions in the B2C market and found that everyone used the same technology for fast money transfers.

Couriers

We also researched current solutions in the B2C market and found that everyone used the same technology for fast money transfers.

Lesson learned

Lesson learned

After the update, some users mentioned it became harder
to find payment transactions among card charges.

After the update, some users mentioned it became harder
to find payment transactions among card charges.

Results

Cashless GMV in launch cities

+10%  GMV

Average rides per user 7 days after activation

+10,85% rides

Next project → Main screen redesign