IS4262 –Digital Product Management
Assignment 4
IS4262 – Digital Product Management
Individual Assignment 4
Carsharing Mobile App (CSA)
Overview
Peer-to-peer carsharing is a business model whereby existing car owners make their
vehicles available for others to rent for short periods of time. With peer-to-peer
carsharing, participating car owners are able to charge a fee to rent out their vehicles
when they are not using them (cars are driven only 8% percent of the time on average).
Participating renters can access nearby and affordable vehicles and pay only for the time
they need to use them.
QuikDrive is a company that provides the platform in the form of a website and mobile
app, that brings car owners and renters together, manages rental bookings and collects
payment. It takes between 30% of the total income, which covers car insurance and
operating expenses. In return it provides roadside assistance, customer service and
vehicle inspection tests.
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IS4262 –Digital Product Management
Assignment 4
QuikDrive is offering the pay-per-use service to renters which operates in shopping malls,
residential estates, office buildings, bus and rail stations, hotels and airports in Singapore.
The company uses the one-way car-sharing model, which enables renters to begin and
end their trip at different locations through free floating zones or station-based models
with designated parking locations. The company wants to improve car-sharing experience
of her customers by employing mobile technology.
QuikDrive’s new car-sharing platform aims to bridge the gap between car ownership and the
freedom to drive. This platform empowers car owners by making it convenient for them to rent
out their cars when unused, turning the car into a revenue generating asset.
For car owners, the platform provides the following key features.
•
It provides convenient lease scheduling so that it’s easy for owners to plan for when renters
use the car.
•
The selection of car return location feature allows car owners to choose where exactly they
want the renters to return the car to.
•
Renter profile verification allows the owners to check the identity and authenticity of the
renters who’ll be using their car.
•
The insurance coverage feature allows owners an easy way to insure their vehicles against
damages and risks that occur while the renters are using them.
•
And the late return compensation feature means that owners are compensated when renters
don’t return the car on time.
For drivers looking to rent cars, the platform provides the following key features:
•
It includes multiple car rental options, sourcing and renting various types of vehicles.
•
It also offers highly accessible rental locations, ensuring that the pick-up and drop-off points
are conveniently located.
•
The digital key feature provides renters with a means for locking and unlocking vehicles;
which means one that doesn’t require the car owners need not to share their own keys with
numerous renters.
•
Virtual cash cards are compatible with the platform.
•
And lastly, there are no subscription fees - a very attractive feature for renters.
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IS4262 –Digital Product Management
Assignment 4
Objectives
The following are 3 key objectives for your platform:
1. Improve car-sharing experience of customers by employing both web and mobile technology.
Both the website and the mobile app will simplify the process and improve the experience of
renting cars.
2. Increase adoption rate by removing membership subscription fee and automating signups of
new members (including driver license and credit card verification).
3. Leverage on data analytics and machine learning for real-time and flexible operations to
improve her operational effectiveness and efficiency.
Market Survey Findings:
Your Product Team has recently conducted a market survey to understand the market
problem and opportunity, as well as the needs of potential customers who had
experiences in renting cars in Singapore provided by other carsharing companies such as
CarAlly, CarWhizz, etc. A list of features of other car rental applications have also been
captured from this survey. The following are some initial findings made:
Market Problem and Opportunity:
1. Finding a car to rent can be a very time-consuming process. Consumers often spend a
lot of time doing internet searches and comparing prices before booking the ideal car.
There are numerous car rental applications for mobile phones. However, the sign-up
and rental process can get rather complicated, which in turn prevents users from
having a good experience with the application.
2. The carsharing service will be attractive to customers who make only occasional use
of a vehicle, as well as others who would like occasional access to a vehicle of a
different type than those they use daily.
3. Many potential customers that were interviewed had mentioned their concerns on
reliability and trustworthiness when they started evaluating which carsharing service
to use. There is the need to ensure that the vehicles the customers are driving are
safe and dependable. The coronavirus pandemic has added concerns over shared
services, such as cleaning and disinfecting vehicles challenges.
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Assignment 4
Customer Feedback:
1. I am a CarAlly member. I loved the new mobile app that I used which provided ease of
user interface to make my bookings a breeze. I just need to go through the FAQs
which they have done a great job covering all the basic on how to make you a CarAlly
driver.
2. I am a CarWhizz member. They have the carsharing app and UI so far. Customer
service was excellent! Once I accidentally left my cashcard in the car after using and
returning it. They promptly contacted the next driver and made arrangements for me
to collect the cashcard from the car.
3. I am a GetDrive member. My experience was not too good. I had to deal with
cumbersome and slow responses for registration. Even the collection and return
tended to be fraud with some challenges. One time, I had some issue on the
Bluetooth to unlock and lock a car, and the service team took quite a long time to
resolve the issue. Another time, my car ran into engine problem and was stalled
intermittently for 2 straight hours before any help came. I had to call GetDrive
Support which also took more than 15 mins before I can get any reasonable help.
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IS4262 –Digital Product Management
Assignment 4
Features of other car rental mobile apps:
S/No
Feature / Functionality
1
Login
2
Rewards
3
Manage Bookings
4
Price Comparison
5
Car Condition Marking
Description
•
•
•
•
•
•
•
•
•
•
•
•
6
Reminders
•
7
Location / Search
•
8
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Integrated Payment
Systems / Mobile
Payment
•
•
Facebook
Google
Auto-population of user information
Earn loyalty points
Upgrades using loyalty points
Coupon/discount codes
Manage all bookings – current and upcoming
Cancel upcoming bookings when needed
Order by price from low to high
Display clearly – fare is paid by day
Allows user to mark damages / scratches on
car
Damage level differentiation – low, medium,
high
Car condition checks
Shows a map view of the locations of available
cars for rental
Assists in locating a particular rented car
Contactless payment via phone app
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IS4262 –Digital Product Management
Assignment 4
Reading (MUST):
1. Peer-to-Peer Carsharing Market to Surpass $7,225.2 Million Revenue by 2030 says P&S
Intelligence
https://www.prnewswire.com/news-releases/peer-to-peer-carsharing-market-to-surpass-7225-2-million-revenue-by-2030-says-ps-intelligence-301377256.html
2. The Scrum Guide 2020
https://scrumguides.org/docs/scrumguide/v2020/2020-Scrum-Guide-US.pdf
3. The modern product manager’s tech stack
https://www.productboard.com/blog/product-management-tech-tools/
Reading (OPTIONAL):
1. CarClub
https://www.carclub.com.sg/
2. Product Management Tools
https://uxcam.com/blog/product-management-tools/
https://www.forbes.com/advisor/business/software/best-product-management-software/
Writing:
Please fill up your Digital Product Management Journal based on the following reflection
pointers.
1. Explain in your own words what is meant by a customer-centric product manager.
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IS4262 –Digital Product Management
Assignment 4
Doing:
As a Product Manager for the QuikDrive Mobile App, answer the following questions in a word
document. Please write your answers in a word document and submit as a PDF document for
IA4.
1. With reference to Appendix A – “QuikDrive Ceases To Drive For Temporarily Stranded
Customer”, develop a Customer Journey Map by plotting on a graph and table similar to
ones below. (4 marks)
Sample Map:
Sample Table:
Timeline
Step 1
Pain Point
Many car
rental options
– which one
is best?
Touchpoint
Channels
Step 2
Step 3
Step 4
Step 5
Step 6
Sign Up
Mobile App
Web App
th
Experience
Ranked 8 in
Google
search
results.
Ideas for
Improvement
Optimize
website using
SEO.
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IS4262 –Digital Product Management
Assignment 4
2. QuikDrive wants to develop a Minimum Viable Product (MVP) of their mobile
application. Work in your teams to develop a list of features and user stories for your
MVP. You may make use of the list of features of other car rental application
developed from the market survey done (see page 5 of this document). Create a
StoryMap based on prioritized list of features and user stories for the MVP. (4 marks)
Deliverables:
Electronic files: IA4_matric#.PDF
Submission Deadline: 7 April (2359 hrs)
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