Fixing bad parking with gamification

Client

Beryl

Deliverables

Product Design
UX

Background

While working in-house at Beryl, we frequently faced the challenge of ensuring vehicles were positioned correctly and timely for users. This task was usually handled by operations staff who transported vehicles using vans. But what if there was a more efficient solution?

Credits

Eric George (Develoment)

No one likes stray vehicles

One of the biggest challenges of shared bike and scooter schemes is optimizing their distribution for maximum rides. Additionally, poorly parked vehicles are a nuisance to everyone. Currently, the solution is to load them into a van and transport them across town to where they are needed.

The idea

1. OOB vehicle

Vehicle is parked outside of a Beryl bay.

2. Vehicle tagged

Stray vehicle tagged as ‘Out-of-bay’.

3. Vehicle returned

User hires OOB bike and ends journey in designated parking location.

4. Reward

User is credited with minutes.

The birth of the bonus

The flow of this feature felt fairly obvious; however, getting the new component set to work with our existing design system and pricing framework... not so much.

Bonus goes BTN

Feeling rather smug about the catchy name, we tested in our Brighton scheme to see how it landed. In particular, we evaluated performance amidst local GPS and network challenges.

Wider rollout

After several months since the launch in Brighton, we could see that users were taking to it nicely. We decided to launch in other locations with a twist: introducing incentivized bays to help balance availability in addition to tackling bad parking.

£91k+ ops saving over 18 months

During the 18 months after launching the feature, users completed over 20,820 bonus journeys, earning £27,196 in bonus minutes. This saved significantly on operational costs manually collecting and redistributing vehicles would have cost £118,987. These figures don't account for the additional revenue generated from improved vehicle availability.

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